These years’ Campaign Optimization Series, organized by Demand Gen Report, Spotlight the strategies and tools that marketers have seen successfully in this new environment. Targeted webcasts are led by thought leaders in the industry and cover topics such as ABM for sales success, best practices for virtual events, data strategies and more.
During their sessionDeAnn Poe, SVP of ZoomInfo, cited current research from HubSpot This showed renewed interest in marketing, but less interest in talking to a sales representative, which could be because budgets are floating. Still, people are looking for authentic connections and partnerships. “People want help. People want partnerships, ”said Poe. “They want more thoughtful and educational content to find their way around in this new normal.”
Bridging the gap between physical and digital
Despite the traditional reliance on physical events to engage audiences, marketers had to adjust their strategies to virtually mimic personal engagement. During their sessionCheri Keith, Head of Strategy at ON24, highlighted opportunities for familiarizing yourself with a purely digital environment:
- Personalize communication for specific accounts.
- Keep the branding consistent to avoid confusion. and
- Provide the presentation / webinar / session on request.
Tyler Lessard, vice president of marketing at Vidyard, also examined how companies use the spike in virtual events to reach audiences with visual content during his presentation.
“I’ve seen more companies using educational thought leaders in visual formats to keep spreading their message,” Lessard said. “They do this in a way that builds their brand with visual content and real people from the company. This creates content that is shared and interesting to a high degree. “
Gordian, a Vidyard customer, created a video series called “Job Order Contracting 101” that the company used to educate buyers through private content. Gordian generated revenue of $ 20 million and new leads for revenue to track and track the number of content engagements.
By using webinars, videos, podcasts, and other forms of virtual content as a teaching tool, you can keep your buyers informed while increasing the reach of your brand. “[This] gives you the added benefit of infusion [content] Your brand personality will make it more visual and memorable than static content, ”Lessard said.
With the rush of digital invitations to events entering buyers’ inboxes, marketers need to find ways to stand out. During a fireside chatHeather Grobaski, Senior Enterprise Sales Executive at GrubHub, and Madeline Maguire, Head of Enterprise Demand Generation at GrubHub, reported how marketers give their virtual events a unique incentive by sending Grubhub gift cards to registrants or meeting attendees.
“Everyone is switching to these virtual events and I personally am flooded daily with invitations to various meetings and events that have become virtual,” said Grobaski. “As a best practice, you can really stand out from others. Not everyone offers brunch, lunch, or happy hour, from which participants can order food. “
Introduction of ABM to better involve important stakeholders in purchasing committees
According to research quoted during Dun & Bradstreet meeting80% of the pipeline is affected by canceled personal meetings. This creates the need for an account based mindset in this new reality is important. Nipul Chokshi, Vice President Marketing at Dun & Bradstreet, noted that it is not only important to have an ABM mindset, but that each team has specific metrics to measure success effectively.
The measurement of tangible results is not only used to achieve goals. It’s also about aligning more closely with sales. Chokshi referred to one of his customers, LiveRamp, who measures his metrics based on meetings booked through target accounts, clicks, and website traffic. With the success so easy to define, it was much easier to align with sales to increase sales.
“When you talk about things like opportunity, pipeline, and sales, you automatically begin to align yourself with sales,” said Chokshi. “From a sales and marketing perspective, the most effective sales drivers in the B2B world are aligned, if not integrated.”
According to Alicia Esposito, Senior Content Strategist at Content4Demand, content must also be at the core of any ABM strategy. During their sessionEsposito and Tonya Vinas, Vice President of Content Strategy at Content4Demand, stressed the importance of tailoring content to the entire purchasing committee and using it to build relationships – not just stuffing leads into the top of the funnel.
“Content is the underlying component that drives ABM’s success,” said Esposito. “There is a lot at stake at ABM, and every step of your strategy must be based on relevant, engaging content that speaks directly to your buyer.”
However, it is not always necessary to start over with content. Vinas and Esposito suggested doing a content review and shared an example of a financial data company that they worked with to identify content gaps by color coding content based on whether it was reusable (green), possibly reusable (orange), or if there are gaps (red). Organizations can take a similar approach to get a general view of their content and determine what is easy to reuse and what content needs to be updated later to fill gaps.
While marketers often focus on winning new business, experts may find it better to target the customers you already need to increase sales. During his sessionAndre Yee, founder and CEO of Triblio, summed it up: “It costs five times more to win a new customer than to keep an existing one.”
Yee noted that focusing on the customers who are already familiar with your product and process can pay off. According to a Gartner study cited in the webinar, 80% of future profits come from 20% of customers. Yee has divided the process into several phases:
- Warm up the buyer by providing certain content to uncover their needs.
- Propose advice or a product offering with account-based ads and custom content. and
- Start an outgoing cadence through sales, with the conversation topics coming from the personalized content used in the previous two phases.
It is important not to overlook the revenue in your own garden, and ABM can be a perfect way to reach your existing customer base. According to experts, typical ABM tactics such as personalization can focus on seamlessly attracting new customers through personalized microsites to ensure loyalty early in the vendor-customer relationship. This can create the conditions for later upselling on the buyer’s trip.
Carlyn Manly, Marketing Director at Folloze, agreed. “When it comes to ABM, the value of customer life comes first,” she said during their session. “The first deal is just the beginning.”
Customers and prospects expect a constant, excellent value that will improve over time. This means that B2B marketers must pursue their ABM strategy in the long term. Manly emphasized the importance of investing in a full relationship from start to finish and engaging in a personal and meaningful way.
Using what Folloze called a “full funnel personalization strategy,” Manly suggested creating microsites that were broken down by account, buyer personality, and user experience. Marketers can consider account information or visitor information to create a personalized one-to-little or one-to-many experience. The result is a microsite that looks like the content is handpicked, but in reality it’s a process that has been replicated dozens, if not hundreds, of times.
Use of intent dates for an authentic sales engagement
One aspect of generating conversions is timing. The sale should get involved in the purchase trip earlier and not if the prospect has decided according to Demandbase. Intent signals – such as keywords – can be used to identify where the buyer is on their journey and to understand their weaknesses.
“The more specific your keywords are, the better you can understand your intentions,” said Jay Tuel, vice president of sales at Demandbase. during his session“A non-specific keyword like” marketing “doesn’t help you understand the intention, but a keyword like” account-based marketing “helps you understand that you only want the intention. Specificity is important.”
A presentation led by MRP also stressed the importance of combining intent data with predictive analysis. Peter Murphy, Global VP of Platform Sales, said that predictive analytics is important to understanding a target’s propensity to buy, and that using only intent data limits a company’s ability to make a leap in the market.
“It is a significant latency marketing trigger,” said Murphy. “[Intent] can certainly be helpful in identifying accounts, but is very one-dimensional. Your intent provider may indicate this late in the game, or you may not have received enough signals to inform you in time, or you may get too much false noise and too many false positives. “
Predictive Analytics enabled MRP to improve lead generation and identify new active accounts faster. Their models explained that companies that use intentional data with predictive analytics generate healthy leads three times more often than companies that use only intentional data. By collecting information from different platforms and services, they were able to collect more accurate and valuable intent data while simplifying their contact programs.
Prioritize data to improve segmentation
During the series, experts found that the accuracy and timeliness of data was critical to optimizing marketing strategies, maintaining operations, and generating leads that businesses can respond to. During a session led by OpenpriseExperts wanted to know the accuracy of your data and segment it into a usable format.
Openprise worked with Rockwell Automation Label address data, segment the findings into categories to determine which were valid, invalid or in need of investigation. This data orchestration strategy resulted in an 82% increase in valid and usable data by the end of 2019.
Katrina Lord, marketing specialist at Rockwell, gave three tips for improving data aggregation, segmentation and distribution:
- Run segment reports to determine what’s broken and what’s working.
- Investigate where and how the data became corrupt. and
- Prioritize which segments best suit your company’s lead validation and allocation.
“By prioritizing data segments, you can determine which segments have significant gaps,” said Lord. “This allows other teams to see how your investigation improves data streams or which areas need to be improved.”
LeanData webinar It also examined how marketing technologies can also be used to optimize a company’s data strategy. According to Charm Bianchini, vice president of growth marketing at LeanData, Martech accounts for 30% of most companies’ marketing budgets, with data playing a key role in implementing the solutions. However, inaccurate data hampers operations and campaigns, causing targeted messages to reach the wrong buyer, lead tracking delays, and mistakenly identifying target accounts.
Bianchini recommends implementing a data hygiene plan with multiple teams internally to ensure that the data is correct, current and regularly revised.
“Take a step back and think about your data and your data strategy,” she said. “It can always be improved. Take your time to invest [data] Because the better you do it, the better your campaign performance will be. “
Establishing emotional connections in times of uncertainty
Despite the uncertainty, there is still plenty of opportunity for B2B marketers to attract potential buyers. According to LeadMD, 52% of B2B buyers plan to buy hardware or software despite or because of the pandemic.
In their webinarKristen Markson, Practice Lead for Go-To-Market at LeadMD, suggested leading with empathy to hit a tone that corresponds to uncertain times. She outlined a path that B2B marketers can implement, called “Update Your Journey Map”, which included the following steps to create a more authentic connection that customers are looking for:
- What do you think and feel?
- What information do you need?
- Where do they research?
- What steps are you taking to learn more?
- What are your pain points in this process?
- Who do you trust?
PFL and DialogTech also provided five simple strategies to deal with the uncertainty of COVID-19 during their session, including:
- Clean up your data;
- Providing valuable content;
- Build relationships;
- Get creative with marketing strategies. and
- Don’t wait to get started.
Traditional spraying and prayer tactics are a thing of the past as people long for personal interactions. “Today, when it comes to finding a connection, it’s more important than ever that marketers put the buyer – the people, the customers – at the heart of their strategy,” said Kate Adams, vice president of marketing, Drift. during their session.
Randi Barshack, VP Marketing at RollWorks, understands the psychology of the B2B buying cycle and emphasized that nonlinear storytelling can be an effective way to reach customers by activating the brain’s limbic system – the emotional center.
Barshack suggested going beyond the words to tell a story: she told a time during the B2B Marketing Exchange, Use scented candles and air fresheners to tell the story of RollWorks. Since almost every marketer has a list of participants and freebies at trade shows, Barshack and her team gave away vanilla-scented candles to make fun of boring, predictable marketing and to address potential customers more creatively.
“We need to create the emotions that allow our potential customers to understand how your product will make their life better,” said Barshack during their presentation. “By learning the basics of a story, including the stimulating event, the escalating drama, the climax and the resolution, marketers can build a strong connection with potential customers at a time when personal interactions are becoming increasingly rare.”
All #COSeries 2020 sessions are now available on request Here.
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