Measurement and Analytics is critical to closed loop marketing for both campaign attribution and campaign optimization.
Account-Based Marketing (ABM) is a strategic approach that aligns marketing and sales teams to target specific high-value accounts and drive revenue growth. By orchestrating coordinated campaigns across multiple channels, ABM enables businesses to build stronger relationships, increase customer engagement, and improve sales efficiency. Stop using “Marketing-generated” with ABM. ABM is a team effort between marketing and sales.
There’s a significant problem with content today that can no longer be ignored. It’s the “elephant in the room”—and some organizations and marketers are aware of it, and some aren’t. It’s that the vast majority of the data from marketing practitioners, benchmark reports, industry analysts, and a multitude of other sources suggests that the #1 objective of content is lead generation and account/buyer conversion, sometimes expressed as “engagement”: (and yes, brand awareness tops some lists). Yet, almost universally, content strategy and content creation is “owned” by Product and/or Corporate Marketing in 60% – 80% of organizations. It’s driven by the Demand Generation team in only 5% – 10% of organizations!
So, let’s get this straight. The primary objective for content is to top-of-funnel inquiries, leads and converting full-funnel opportunities, yet the very people tasked with creating integrated programs to drive that objective DO NOT control the #1 MOST IMPORTANT element which is critical to achieving it? HUH?! Seriously?! That’s like having a plumber wiring your house and an electrician installing the pipes. This can truly blow your mind!
OK, as I step back from the ledge, please allow me to share a highly-informed perspective on this based on a nearly 25 year career in B2B marketing, buyer engagement and demand generation. It’s critically important to acknowledge and understand the difference between “domain-centric” and “engagement-focused” content. Is this starting to make a bit more sense?
The CMO of a “Top 50” B2B technology company said he saw tremendous efficacy in our buyer engagement frameworks and methodologies…but asked himself, and me, the question: why would he need our help with content when he has an dedicated, well-staffed team of product marketers producing it? Then bam…the ability to articulate this difference, which was percolating in my subconscious, hit me right between the eyes. I framed it as “domain-centric” vs. “engagement-focused” content, and the CMO immediately embraced the distinction.
Seems like I sort of threw Product Marketing under the bus, right? Actually, quite the contrary. Product Marketing sits at the intersection of Product Development/Management, Sales, Corporate Marketing, Demand Generation and Field Marketing. As such, they are the single most important information resource in content marketing today. They arguably know more about your products, value proposition, market segments, buyers, market trends, etc. than anyone else in your organization. The disconnect I see, universally across organizations, is that most are classically trained product marketers…schooled in research, creating and articulating value propositions, describing features and benefits, and creating stellar product collateral.
That’s where we Demand Marketers come in and the hand-off begins. By looking through the various white papers, data sheets, collateral, and sales playbooks the Product Marketers have created, Demand Marketers can find what they (and you) are looking for. It’s content that’s embedded and buried within, and it serves a different purpose and context than what is truly useful for buyer engagement. There, in the guise of product and benefit information, you’ll find the buyer’s key pain points, as well as an articulation of how your company, products and solutions help address them. Then you can apply all the insights in our new game-changing eBook entitled Exposed. The False Promises of Revenue Marketing. to create truly effective engagement-focused content.
To discover more in-depth insights on this topic, download a copy of the eBook by simply clicking on the link below to discover 9 principles to exponentially increase leads, conversion and pipeline velocity:
The Escalating Accountability Mandate…
Measurability and accountability—it’s one thing to feel the heat, it’s another to get burned. To understand why so many marketers are relying on a new and evolving array of automation tools, let’s consider one fact: Today, one of the key drivers of B2B demand generation is proving the value of marketing investments. What are you getting for your marketing dollars? And how do you quantify it?
As revenue marketing executives seek to answer these questions, they’re more focused than ever on measurement, accountability and increasing performance across programs, marketing activities and media. In fact, according to recent marketing outlook reports by the CMO Council, marketers are under “increased pressure to improve relevance, accountability and performance of their organizations.”
In other words, marketers are being told to deliver the goods. Those who succeed are rewarded. Those who do not are at risk. (The average employment span for a CMO at any one company—approximately 2 years.).
Hence, the increased reliance on—and investments in—marketing automation an ABM solutions to help measure results and manage programs. The universal goals, it seems, are to improve and quantify the efficiency and effectiveness of marketing initiatives, and significantly improve the allocation and return on marketing spend. Or, put in its simplest and most personal terms—you need to enhance performance to create a sustainable, competitive advantage in today’s marketplace.
The question is: How do you do it? Or, more specifically, how do you plan,execute and measure a highly-calibrated demand generation strategy that takes into account your target audience, solution set, price point, market conditions, competitive environment and current initiatives?
To answer these questions (I’ll put a stake in the ground in a moment), it’s first necessary to make a few assumptions. First, I’m assuming that as you read this, you already understand the need to align Sales and Marketing more closely than ever to better support the sales process and drive demand. I’m assuming that you’ve embraced new social media tools and marketing automation technologies, that you have the dashboards in place to measure results, and that you genuinely desire to increase performance. And if not, your career is likely facing an extinction-level event!
Additionally, I believe that I do not need to delve into areas that are best left to specialists — including Revenue Architects — such as the mechanics of digital marketing, search and social media marketing and sales, the operation of marketing automation, deploying effective ABM programs, formatting landing pages for maximum conversion, and the criteria and process for lead scoring and distribution.
Today’s universal mission and objectives. Marketers, of their initiatives. Marketing’s attribution to revenue is critical. Those who do are today’s true “revenue marketers”. The others…well they may be looking for new jobs soon.
Below you’ll find SiriusDecisions Demand Waterfall. You’ll also find a more detailed view of how best-in-class companies are measuring and analyzing key levers that increase Marketing’s contribution to revenue performance, including conversion in the pipeline via a Metrics-Driven Methodology™…
But enough of the qualifiers. To the heart of the matter. To improve marketing performance and create a sustainable, competitive advantage, you need to do more than rely on new technologies and digital media as ends unto themselves. Rather, you need to return to the foundational principles of solid, effective demand generation—and base your programs on learnings and insights that have proven themselves on countless occasions in the marketplace – ultimately in the context of a well-defined buyer engagement strategy. Yes, new technologies and digital media are remarkable—awe-inspiring in fact—but you need to balance your use of them (and your thinking about how to fully maximize their potential) with several core principles that are often overlooked.
One final thought before we proceed: Let’s define Demand Generation and Revenue Marketing. Before launching into the foundational elements, there’s one point of order. Let’s define demand generation as results-based marketing that supports Sales, and ultimately revenue delivery. Demand generation serves the purpose of generating, nurturing and converting leads into qualified sales opportunities. When effective, it makes both selling and buying a more comfortable and efficient process. And when compared to other forms of marketing, it is by far the most measurable and therefore accountable side of the business.
The challenge is that until recent years, demand generation meant “lead generation” and was associated too often with one-off marketing campaigns, often supported by telesales, less sophisticated landing and registration pages, static banner ads and e-mail blasts. And to compound things, marketing automation platforms were basically used as “spam cannons”. Ultimately, it was measured by short-term results and myopic questions such as “How many leads did the program produce?”
However, the fact is in complex B2B sales, demand generation isn’t about instant gratification, but rather buyer engagement which requires a sustained effort, often over a relatively long period of time.
Is your career facing an extinction-level event?
The buy-sell process for B2B high consideration products and services is complex and highly collaborative involving team selling to committee buying. Virtual workspaces like Smart Rooms from Journey Sales facilitate this process by helping account teams share, collaborate and communicate with buying teams throughout dynamic sales and onboarding lifecycles.
Journey Sales built Smart Rooms natively on Salesforce® as digital workspaces that allow sales teams and service teams to quickly create personalized, guided digital experiences with their account buyers and track engagement along the way.
To optimize B2B sales, we often design funnels to drive out metrics and codify sales processes. Linear funnels for B2B are particularly relevant when purchasing is transactional or follows a highly predictable process. Yet, for complex B2B and high consideration sales, customers are interacting with a range of 3rd party research, journals and publications, as well as your competitor’s funnel. This is why we need a non-linear more collaborative approach to selling and engaging the client – one that allows us to build our value propositions responsively and engage customer teams over time. For these more complex sales and dynamic environments, a Smart Room is a great fit.
I recently had the pleasure of attending the American Marketing Association Boston event Actionable Marketing Metrics: Tools and Methodologies on Tuesday, 24 January, 2017.
The two guest speakers, Thor Johnson, CEO of Bedrock Data, and Kristen Hambelton, CMO of ServiceChannel, gave outstanding presentations. They raised interesting points on how businesses should approach defining metrics in both marketing and sales.
Here are a few main takeaways that are particularly pertinent to B2B businesses (though, of course, they do apply to B2C companies as well):
We define Revenue Systems as the foundation for sustainable revenue execution. Revenue Systems include brand, people, process, and technology that enable marketing and sales. These core capabilities help attract, capture, deepen and expand relationships. Assuming the right strategies are in place, your revenue system provides the platform you need to execute marketing and sales programs and achieve marketing and sales performance metrics.
Some B2B organizations still view marketing and sales as distinct organizations with different skills, and requiring different technologies and processes. While there are distinctions in the role of marketing and sales, today’s buyer lifecycle experience is fluid and must drive the marketing and sales process. Leading businesses recognize that in order to attract and engage these self-directed buyers, marketing and sales teams need integrated branding, technologies and processes. With a Revenue Systems approach, leaders can architect an integrated platform and manage continuous and non-linear buyer journeys.
Your revenue funnel dictates which metrics are best to use and a range of factors including size and scale, complexity, volumes, revenue per client, account-based vs. lead based focus will suggest different ways to measure your revenue impact.
Your Revenue Architecture – and revenue funnel – should dictate the metrics you use.
Marketers often seek to understand ‘campaign attribution’ to prioritize investments – yet, in complex multi-stage, multi-touch customer journeys, the impact of any one campaign or touch is difficult to define precisely. Should you attribute to the first campaign touch….to the last touch? The truth is that multiple influences and touches combine to contribute to the sale. As an example, if you are using an account-based marketing approach, you will focus more on account-level metrics like account awareness and penetration instead of just lead volume.
Imagine a marketing and sales team working in perfect harmony, seamlessly passing qualified leads from one department to the next. This ideal scenario is made possible through the Closed Loop Marketing Architecture (CLMA), a data-driven approach that aligns teams, optimizes processes and drives revenue growth.
As we know, several factors fundamentally differentiate B2B from B2C. B2B (Business-to-Business) sales are transactions between business entities and B2C (Business-to-Consumer) sales is where businesses sell to consumers.
Typically B2B sales are complex and considered. Evaluation and decision making follows multiple stages of learning and evaluation. B2B sales cycles are longer and purchases typically have higher dollar volumes and higher risk. B2B is often characterized by team selling to committee buying. Decisions involve various stakeholders and influencers including economic buyers, solution users, procurement specialists, domain experts, etc. B2B buyers self sell. Sales teams are no longer the single source of product information and benefits. Education has shifted to the web where buyers search products and ‘self-sell’.
The buying and selling process is fundamentally different in B2B and marketing and sales must work well together around the customer buying process. Content needs to be multi-stage and mapped across the buy-sell cycle. It must include a spectrum of TOFU (top of the funnel), MOFU (middle of the funnel) and BOFU (bottom of the funnel) content. Content for B2B is typically less emotional and more educational. It includes value propositions and product facts. Qualification is more important in B2B as the cost and of sales is high so it is important that sales teams are focused on the qualified opportunities. Marketing and sales teams must collaborate on the qualification process and lead nurturing is more important. The cycle for B2B is elongated and complex and buyers decide when they engage with sales.
When you design your B2B revenue strategy, consider these 7 attributes.
1. Use the right set of performance metrics.
Measurement focus in not just about lead generation and vanity web metrics, it is about a tangible focus on pipeline and revenue impact.
2. Segment your markets and tailor the messages.
Segmentation and clean data is critical in B2B marketing. Campaigns for new acquisition and cross selling are driven by predictive analytics.
3. Design and launch integrated campaigns
B2B campaign design is complex and follows a variety of buy-sell paths. Campaigns can be automated and driven by business rules. Marketing Automation is a critical enabler.
4. Maintain a solid digital experience across web and social.
The website continues to be a marketing and sales hub for B2B and social media amplifies your impact and visibility.
5. Use the right revenue technology including Marketing Automation, CRM, Data Management and Business Intelligence.
The role of revenue technology, including Marketing Automation, CRM, Data Management and Business Intelligence is prominent in B2B. Closed the marketing and sales loop.
6. Take advantage of content marketing across the cycle.
The inbound marketing model relies on compelling, search visible and tailored content across the buyer process.
7. Build your selling excellence.
Of course the effectiveness and capability of the sales team is paramount in complex B2B sales.