Blog https://www.demandgenreport.com Wed, 26 Jun 2019 08:27:34 -0400 en-gb 10 Quotes From ABM Revealed To Make You Rethink Your Campaigns https://www.demandgenreport.com/blog/a/10-quotes-from-abm-revealed-to-make-you-rethink-your-campaigns https://www.demandgenreport.com/blog/a/10-quotes-from-abm-revealed-to-make-you-rethink-your-campaigns 10 Quotes From ABM Revealed To Make You Rethink Your Campaigns

Last week, the AMB Leadership Alliance hosted ABM Revealed: How to Align, Engage and Measure for B2B Success, a two-and-a-half-hour virtual “master class” designed to provide registrants with strategic takeaways to help them maximize their ABM achievements.

To help you decide which on-demand session to watch first, we’ve compiled 10 of the top quotes from the event.

“Same is lame, which is why ABM works so well. It breaks through the clutter. The more you try to fit in, the more your customers and prospects will tune out. So instead, what I’m asking you to do is give them a story to tell.” — Jay Baer, Hall of Fame Keynote Speaker and Founder of Convince & Convert

“Embrace the journey. It’s got a lot of steps. It’s going to take quarters, years probably to become truly transformed by account-based. That’s OK. Embrace that journey, and don’t skip the steps.” — John Common, Founder and CEO, Intelligent Demand

“Professionals are spending 6.3 hours a day in their inbox. Rule #1 in marketing is to go where your audience is engaged. Should I do the math for you?” — Justin Keller, VP of Marketing, Sigstr

“With ABM, we’ve moved from a margarita glass to a champagne glass when it comes to our approach to marketing. In the old-school world, marketing would run as many demand gen programs as they could, get as many leads [and] names as they could, put them in the top of the funnel — or the top of the margarita glass … a very small percentage of those would actually flow through to close-won business. In an ABM world, it’s much more like the champagne glass. It’s a much narrower top of funnel because you’re focused on a very specific, discrete set of your accounts: your target account list.” — Jessica Fewless, VP of ABM Strategy, Demandbase

“It’s important for people at target accounts to engage with content for longer because if they are spending time on something, it means they are actually interested.” — Melissa Alonso, Director of Global Strategic Account Marketing, Qlik

“With [our] ABM campaign, this wasn’t something we conceived and put into market within a month or two. This was really a six-month to 12-month campaign. Part of the benefit of doing these longer, ABM campaigns is that you can always be optimizing. You don’t have to stick with what you have.” — Kevin Baldacci, Senior Product Marketing Manager, Salesforce

“We’ve got B2C companies like Pandora and Spotify and Netflix that are training us as consumers to be able to curate the content that we want to see, when we want to see it. So in some respects, we’ve become a little bit spoiled, which I love. But for B2B marketers, we’re having to catch up and say, ‘how do we actually get out ahead of this? How do we reach these people that could find value in our solutions, find value in our company? What can we bring to the table?’” — Marne Reed, Chief Evangelist & VP of Strategic Alliances, PFL

“You have to have content that’s highly personalized and engaging because it takes a lot of touchpoints to really get the engagement with the different members of the buying committee that you need in order to make ABM effective. Your content needs to be personalized at the account level. It needs to be measurable at the account level. And most importantly, variety here is the key. You need a wide variety of content formats and channels.” — Eli Snyder, Technology Strategy Director, Intelligent Demand

“I think what gets me most excited about the idea of events — whether it be the gathering that I host or other events that I attend — is that as we become increasingly social and digital, there’s something special about the human interaction, human connection, face-to-face, that you just can’t replicate via webinars, livestreaming, emails, video conference calls, etc. So, I think there’s something very intimate and almost sacred about doing things face-to-face on occasion.” — Chris Kneeland, Co-Founder and CEO, Cult Collective LP

“There’s bajillion of vendors out there, filling up our email inboxes with all these pitches for different technology that can solve all of our ABM problems and make our dreams come true. But for us, we needed to prioritize the right technology … We don’t have time to buy every technology on the market, so we decided to lean on key tools versus building up a huge tech stack and making huge investments in all these technology solutions that would be hard to prove ROI.” — Jenn Kloc, Senior Marketing Manager, Jellyvision

All of the sessions from ABM Revealed are now available on-demand. Click here to start binging and get your ABM programs in shape.

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feed@demandgenreport.com (Brianna Ruback) Blog Tue, 25 Jun 2019 10:28:52 -0400
M&A Wave Coming In The Martech/Salestech Space? Tableau, Looker Deals Signal Future Consolidation https://www.demandgenreport.com/blog/a/m-a-wave-coming-in-the-martech-salestech-space-tableau-looker-deals-signal-future-consolidation https://www.demandgenreport.com/blog/a/m-a-wave-coming-in-the-martech-salestech-space-tableau-looker-deals-signal-future-consolidation M&A Wave Coming In The Martech/Salestech Space? Tableau, Looker Deals Signal Future Consolidation

The month of June brought in a heat wave of M&A activity in the software/technology category, and the megadeals that took place could point to future deals more directly impacting the martech and salestech categories.

Things started to get interesting the first week of June when Google announced plans to acquire Looker for $2.6 billion. The analytics startup had raised more than $280 million, and had reportedly surpassed the $100 million mark in revenue, which starts to draw serious interest as a potential public offering or as a high-profile acquisition.

That deal was quickly overshadowed when the news broke last week that Salesforce acquired data visualization giant Tableau for $15.7 billion. That acquisition marked one of the largest enterprise deals in the software category, and followed an aggressive acquisition path for Salesforce, which included last year’s purchase of MuleSoft for $6.5 billion.

The consolidation wave struck closer to the marketing and sales tech space on June 13, when Dun & Bradstreet announced a definitive agreement to acquire Lattice Engines. By adding Lattice Engines’ AI-powered customer data platform, Dun & Bradstreet is looking to better enable B2B brands to scale ABM and cross-channel marketing programs.

So, what does this ramp-up of deal-making mean to the rest of the martech and salestech world, and who could be the next acquisition?

I asked a few industry insiders about which companies they expect to see in the headlines in the coming weeks, and here are some of the names that came up:

Demandbase: Insiders point out that the leader in the ABM category is at the $100 million revenue mark, which is often considered the threshold for taking a company public. Demandbase also has an impressive customer list with several Fortune 500 brands, as well as strong retention rates.

Outreach: Back in April, the sales engagement platform announced a $114 million Series E round, which brought its funding raised up to $239 million and gave it official unicorn status with a valuation over the $1 billion mark. The sales automation space is a hot area, and given their huge growth, other large enterprise players in the CRM category could zero in on Outreach.

Drift: Leading the charge around conversational marketing, the company has seen explosive growth since being founded in 2015. Industry insiders point out that marketing automation platforms like Marketo and Hubspot are going to need an answer for this emerging engagement channel, which could make Drift an attractive target.

SalesLoft: Another leading player in the sales engagement space, SalesLoft announced a $70 million Series D round back in April 2019, bringing its total funds raised up to $145 million. Given that the company has tight integration with LinkedIn’s Sales Navigator Platform, and that LinkedIn participated as an investor in their most recent round, industry watchers have speculated that LinkedIn could eventually decide to acquire SalesLoft and expand its offerings for B2B sales executives.

Terminus: This deal would be on the smaller scale compared to some of the other companies, but insiders report that this fast-growing company keeps popping up in conversations and could be a nice target for bigger brands looking to strengthen their offerings in advertising or ABM.

Please keep in mind that none of the above is based on anything more than industry gossip, so don’t make any investment decisions based on these predictions. But given the strong cash positions of large corporations and the recent tax reform, it is expected that 2019 will continue to be a record year for the M&A space.

We’d like to keep the conversation going, so let us know if there are other companies you’d expect to be on this list, and what impact you think it will have on B2B marketers.

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feed@demandgenreport.com (Andrew Gaffney) Blog Wed, 19 Jun 2019 11:57:42 -0400
‘ABM Revealed’ Is A One-Stop-Shop For Modern Marketing Leaders https://www.demandgenreport.com/blog/a/abm-revealed-is-a-one-stop-shop-for-modern-marketing-leaders https://www.demandgenreport.com/blog/a/abm-revealed-is-a-one-stop-shop-for-modern-marketing-leaders ‘ABM Revealed’ Is A One-Stop-Shop For Modern Marketing Leaders

Although ABM has become an increasingly popular strategy for B2B companies, many organizations have a difficult time carrying out an effective account-based strategy from start to finish. That’s where the ABM Revealed event comes in.

On Wednesday, June 19, from 9:30 a.m. to 12 p.m. PT, the ABM Leadership Alliance will present ABM Revealed: How to Align, Engage and Measure for B2B Success, a virtual “master class” for marketers to learn the ins and outs of ABM.

The online event will kick off with two keynote speakers: New York Times best-selling author and Hall of Fame Keynote Speaker and Emcee Jay Baer, followed by Intelligent Demand’s John Common and Eli Snyder. Baer will uncover practical tips for successfully communicating company messages, while Common and Snyder will offer guidance for strategically assessing where a company is within its ABM journey and how to effectively utilize marketing tools to drive revenue impact through ABM programming.

Cassandra Jowett, Director of Integrated Marketing at PathFactory, said she is looking forward to hearing Common and Snyder speak.

“There is so much marketing technology out there that claims to help with ABM,” she said in an interview with Demand Gen Report. “I’m interested to see how much they break out the different jobs to be done within ABM and align all the various technologies to each one.”

The last hour grants registrants some freedom, as they will have the option to attend a session from one of three content tracks, followed by live Q&As. These include:

  • Align track sessions for registrants to obtain insights on aligning sales, marketing and customer support to gain synergies and success;
  • Engage track sessions for registrants to explore tactics and strategies to maximize engagement across accounts from content and video to social and more; and
  • Measure track sessions for registrants to learn standards and best practices for technology, data and metrics.

Within this master class, there will be 13 case studies, which Jowett, who will be speaking about the changing expectations of B2B buyers, said are important when it comes to learning more about ABM.

“When the ABM Leadership Alliance met to discuss which resources would be most valuable to B2B marketers in 2019, there still weren’t enough practical case studies that marketers like us could learn from,” Jowett said. “Our mission with ABM Revealed is to pull back the curtain on the best account-based marketing strategies we could find among our collective customers and put them in the spotlight.”

Also taking the virtual stage is Alon Waks, VP of Marketing at Bizzabo, who will speak on the power of human connection through the implementation of live events. He said the event will help marketers learn about educating their teams on ABM, as well as the decisions that go into executing new strategies.

“[Marketers] can learn what technology is needed and when, and [how to] ensure they invest in the offline and online needs [that] a modern effective ABM program requires,” Waks said in an interview with Demand Gen Report.

The two-and-a-half-hour virtual event will feature 26 ABM experts. All content track sessions will be available on-demand after 12:00 p.m. PT.

“If you are wondering how to focus your company on account versus leads or inbound versus outbound, this is a must-attend event for you,” Waks said.

To view the full lineup of sessions and speakers or to register for the event, click here.

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feed@demandgenreport.com (Brianna Ruback) Blog Tue, 18 Jun 2019 13:37:53 -0400
Choose Your Own Adventure At #B2BSMX https://www.demandgenreport.com/blog/a/choose-your-own-adventure-at-b2bsmx https://www.demandgenreport.com/blog/a/choose-your-own-adventure-at-b2bsmx Choose Your Own Adventure At #B2BSMX

Choose your own adventure stories are a wildly popular form of storytelling. From Netflix’s recent Black Mirror: Bandersnatch movie to Telltale Games’ The Walking Dead interactive video game series and the popular children’s book series from Bantam Books, choose your own adventure stories allow audiences to develop personalized stories based on their own decisions.

B2B marketers are already aware of buyers’ desire to consume content at their own volition and speed. Time-starved buyers want to decide the trajectory of their research and have an active choice in the content guiding them down the path to purchase. According to Demand Gen Report’s 2019 Content Preferences Survey Report86% of respondents said they prefer more interactive content that they can access on demand. In essence, buyers want to choose their own buying adventure.

But where’s the love for marketers in all of this? When is it their turn to write their own stories? Here’s a little secret: at the first-ever B2B Sales & Marketing Exchange, B2B marketers and revenue teams will get that opportunity. 

Building on the success of the B2B Marketing Exchange in Scottsdale, Ariz. in February, this new event brings together three of the industry’s premier programs #FlipMyFunnelREVTalks and Demand Gen Summit — under one roof to address the top priorities of B2B revenue teams. Attendees will have the unique opportunity to forge their own path and create an agenda tailored to their desires.

FlipMyFunnel: Find Your ABM Foundation

Attendees looking to learn how to best apply account-based principles to go-to-market strategies will enjoy the #FlipMyFunnel track, which will feature speakers from brands including Thomson Reuters, Terminus and Snowflake. 

The #FlipMyFunnel community was established by Terminus co-founder Sangram Vajre to bring together B2B marketers as they embrace ABM to share learnings and best practices through live events, a community knowledge site and a highly trafficked podcast series. It is the leading account-based community with more than 10,000 members.

REVTalks: Reshape Your Revenue Strategies

Get inspired and accelerate your path to revenue accountability by hearing the stories of 20+ professionals, each in an 18-minute “TEDTalks” format, who were able to impact revenue across their careers. Learn from their discoveries, lessons learned and “a-ha” moments to help you master the challenges of revenue accountability.

Speakers from brands such as The Pedowitz Group, Drift and HubSpot will focus on three major trends in the B2B world: digital transformation, business accountability and customer experience.

Demand Gen Summit: Discover Your Demand Gen Super Power

A core program of the B2B Marketing Exchangethe Demand Gen Summit will address topics such as lead nurturing, cross-channel marketing, reporting and the latest in B2B buyer behavior.

The track is dedicated to practitioners in marketing operations, demand gen and acquisition roles, with actionable sessions on front-line issues in performance marketing.

In addition to a large variety of sessions, attendees will have access to a slew of new programs, including B2B Mentors, B2B Labs, The Best In B2B Awards and more.

Your choices will determine the experience you have at #B2BSMX. Gear up to write your own story at the event, taking place August 12-13 at the new Encore Boston Harbor resort. For more information and to purchase your ticket, click here.

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feed@demandgenreport.com (Marisa Jentz) Blog Wed, 12 Jun 2019 09:00:00 -0400
Revisit Your Messaging Strategy For The New Buyer’s Journey https://www.demandgenreport.com/blog/a/revisit-your-messaging-strategy-for-the-new-buyer-s-journey https://www.demandgenreport.com/blog/a/revisit-your-messaging-strategy-for-the-new-buyer-s-journey Source: SiriusDecisions

It’s not your imagination. The B2B buyer’s journey has changed — and the changes aren’t making your job as a content marketer any easier. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. And that percentage goes up the bigger and more complex the business.

When it comes to creating messages that resonate, you need to reassess your strategy and develop messaging not only for your primary personas, but also for the entire buying group.

At the SiriusDecisions 2019 Summit in Austin this May, Research Director of Portfolio Marketing Barbara Winters and Service Director of Portfolio Marketing Christina McKeon shared the results of their research, along with strategies for messaging amidst this new reality.

Their conference session, “The New Buyer’s Journey: Fortifying Your Messaging Strategy,” was jam-packed with information essential for B2B marketers involved in messaging strategy. Here are just a few particularly noteworthy highlights.

The B2B Buyer’s Journey Is Evolving

Winters and McKeon noted that as marketers, we often focus on the lead person only. That’s a strategy that won’t cut it anymore. We have to talk to the whole buying group and the individuals in the group. They presented three scenarios.

The first scenario is independent, where the purchase is less than $50,000, takes fewer than eight weeks and individuals from one or two buying centers make decisions. In the consensus scenario, multiple teams, functions and/or departments are involved with three to four buying centers. Typical purchase size is $50,000 to $500,000 and takes three to six months. In the largest scenario, committee, agreement at the executive level becomes a requirement, purchases are $500,000 to $1 million, can take three to six months or more and there are five or more buying centers involved with six or 10-plus people.

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Here’s where it gets interesting. This year, two-thirds (66%) of buying scenarios fell into the consensus or committee scenario, up from 59% just two years ago. To add even more complexity, it takes an average of 17 interactions to complete a purchase with about half being non-human (i.e. digital) and half being human.

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Adapt Your Messaging Strategy

Content4Demand follows the SiriusDecisions model for B2B content marketing. If you do too, you’re familiar with the Messaging Nautilus. In their presentation at the Summit, Winters and McKeon focused particularly on Arc 4 and Arc 8 and how they are affected by the new buyer’s journey.

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Speak Both To Groups & Individuals

Our presenters emphasized that when you’re targeting a large buying group, you need to develop value propositions that bridge the individual personas. The buying group value proposition must address a need, the “desired outcome for the buying group and the associated value.”

How do you go about doing this? It starts by looking at the organizational, functional and individual needs for each persona in the group. Looking at the example presented by Winters and McKeon, we see that for the CMO, the organizational need revolves around leveraging customer data. At the functional level, it’s about demonstrating marketing’s contribution to revenue. Finally, at the individual level, the CMO wants to be able to influence business strategy more to improve the market position.

Once you identify these persona-level needs for all the personas in the buying group, Winters and McKeon say that you need to look for common themes. How does your offering address these common needs? What’s the desired outcome? What distinguishes your offering from others?

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The B2B Blueprint

The good news, as noted by our presenters, is that when you’re developing your messaging “blueprint” for the activation team, you’re pulling from the work you’ve already done in arcs 1 through 4 of the Messaging Nautilus. Winters and McKeon shared a template to create this blueprint for the buying group as a whole, in addition to the ones you’ve created for the individual personas.

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The beauty of the blueprint is that it identifies each member of the buying group and then pulls in the overview information from your previous messaging work, including five-, 10-, 15-, 25- and 50-word value proposition statements.

Informed Messaging

With way too much information to share in one blog post, I’ll leave you with some additional interesting and valuable insights from the SiriusDecisions research on the buyer’s journey:

  • C-suite executives are engaged early in the process, with 100% of CIOs engaged at the selection stage in committee scenarios and 83% as decision makers.
  • Ratifiers — procurement, legal, finance — are involved at all three stages of the buyer’s journey in the committee scenario. Their peak involvement is in the solution stage, not the selection stage.
  • Ratifiers want analyst reports, case studies and other proofs to make an accurate competitive assessment. Eighty-one percent of purchases stall in the buying process, and the number one reason is competitive assessment. You need to address those needs earlier in the process and turn them into your champions.

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With a little extra effort, you can make sure your messaging truly speaks to the needs of the buying group, as well as each person in it.

This blog originally appeared on Content4Demand. If you need help with messaging development, Content4Demand is here for you. Contact Holly Celeste Fisk at holly@content4demand.com.

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feed@demandgenreport.com (Brenda Caine, Content4Demand) Blog Mon, 03 Jun 2019 10:54:25 -0400
The Netflix Takeover: B2B Buyers Demand Consumer-Like Content Hubs https://www.demandgenreport.com/blog/a/the-netflix-takeover-b2b-buyers-demand-consumer-like-content-hubs https://www.demandgenreport.com/blog/a/the-netflix-takeover-b2b-buyers-demand-consumer-like-content-hubs The Netflix Takeover: B2B Buyers Demand Consumer-Like Content Hubs

Bingeing is no longer confined to weekend marathons of Netflix hits such as “Stranger Things” and “Orange is the New Black.” Instead, consumer preferences are quickly transforming the business world, and forward-thinking brands are racing to create on-demand content hubs that meet modern B2B buyer expectations and are ready for their bingeing pleasure.

According to Demand Gen Report research, 45% of buyers now spend more time researching purchases and 64% say easy-to-access content is very important to their decision-making process. By creating Netflix-style engagement hubs with on-demand videos and webinars, B2B brands can up their demand gen strategies and deliver stand-out digital experiences. Read on see how the Netflix effect is changing B2B content preferences.

Content Is Critical

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Almost half (41%) of B2B buyers consume three to five pieces of content before speaking to a salesperson, while 24% say they consume five to seven pieces and an additional 12% consume more than seven pieces of content. Your content strategies, therefore, cannot be overlooked or cast to the side.

The Future Of Marketing Is Interactive & On Demand

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A staggering 86% of buyers say they prefer interactive content that is accessible on demand. This shows that buyers have grown accustomed to having top-notch content available at all times in their consumer lives and are now expecting the same in their professional lives.

Webinars Are Here To Stay

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When it comes to content preferences, B2B buyers demonstrated a clear preference for webinars (39%) and video content (32%). In fact, webinars ranked as the second most valuable content for buyers. By focusing on their webinar and video marketing strategy, B2B brands can better capture buyer attention, which is becoming increasingly difficult in the digital age.

Creating Bingeable, Sharable Content

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Webinars and videos aren’t just bingeable, they’re also highly shareable. In fact, 50% of buyers share webinars with their colleagues and 44% say they share other forms of video content. Creating sharable content is a vital way to increase brand awareness and reach key stakeholders at target accounts.

Today’s buyers have grown accustomed to bingeing Netflix within the comfort of their own homes and now expect the same content experiences in their B2B worlds. To meet these expectations, B2B brands should strive to create on-demand content hubs featuring videos and webinars that are informative, bingeable and shareable.

For more insights into today’s B2B buyers and successful content marketing strategies, download the 2019 Content Preferences Survey.

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feed@demandgenreport.com (Elise Schoening) Blog Wed, 29 May 2019 10:31:08 -0400
5 B2B Innovator Award Winners To Inspire You In 2019 https://www.demandgenreport.com/blog/a/5-b2b-innovator-award-winners-to-inspire-you-in-2019 https://www.demandgenreport.com/blog/a/5-b2b-innovator-award-winners-to-inspire-you-in-2019 5 B2B Innovator Award Winners To Inspire You In 2019

B2B marketers don’t have it easy. From aligning with sales, mastering ABM, executing personalized campaigns and proving ROI, the list of tasks keeps growing, along with the number of martech tools to manage.

Here at Demand Gen Report, we like to recognize B2B marketers who are embracing these challenges and pushing the envelope when it comes to meeting buyer needs and developing game-changing campaigns during our annual B2B Innovator Awards.

Last year’s winners include 32 executives from companies such as HP Inc., Televerde and Enterprise DB, who were recognized for their work as account converters, marketing mentors, sales drivers and more. Read on to get a sneak peek at five of the 2018 winners.

We’re also opening up nominations for our 2019 B2B Innovator Awards and have added two new categories to the list: Vertical Virtuosos and the People’s Choice Award. The winners will be honored at the inaugural B2B Sales and Marketing Exchange, taking place August 12-13 in Boston, Mass.

Think you or someone you know has what it takes to be a B2B innovator? Click here to submit a nomination before the June 24 deadline.

Scott Cannon, HP

Screen Shot 2019 05 22 at 12.12.52 PMAccount-based marketing is easier said than done, especially when the target accounts have been labeled “cold, dead and hostile.” But Scott Cannon, Senior Manager of Customer Segment Marketing, U.S. Commercial Marketing at HP Inc., helped build out HP’s ABM strategy and convert “cold, dead and hostile” accounts into ROI. By digitally surrounding the accounts with targeted messaging, Cannon’s team was able to engage 77% of the accounts and drive several million dollars in revenue.

“We began the journey in late 2015 and have rapidly built our ABM platform and capabilities from the ground up,” said Cannon. “What began as a few standalone campaigns targeting a small group of accounts has now proliferated into a companywide initiative with ABM campaigns executing in every region and business unit. I’m very pleased with the alignment and collaboration we have achieved between sales and marketing. Sales jumped onboard with us from the beginning and together we have worked closely to develop our capabilities to target and engage the right accounts at the right time. It has been quite astounding to watch the growth and impact of this program with hundreds of millions of dollars in pipeline and revenue influenced.”

Michelle Cirocco, Televerde

Screen Shot 2019 05 22 at 12.14.55 PMAs the saying goes, “empowered women empower women,” and Michelle Cirocco has sought to do just that within Televerde. Cirocco has spent more than 20 years at the company and currently serves as its Chief Responsibility Officer. During this time, she has overseen roughly 100 staff members, most of whom were incarcerated women who started in entry-level positions. Cirocco became one of the first female executives at Televerde and has helped elevate others within the company and challenge the stigma of incarceration. She has promoted more than 40 employees into leadership positions, and closely mentored six employees into director and VP positions at Televerde.  

“One of my biggest achievements this year is having created and hosted TEDxPerryvilleCorrectional,” said Cirocco. “I believe that we must remove the stigma of incarceration and reduce recidivism rates by providing jobs, training and education that lead to meaningful careers for incarcerated women. The goal with hosting TEDxPerryvilleCorrectional was to create a new understanding of what it means to change and to challenge the preconceived notions attendees had. I am proud of what TEDxPerryvilleCorrectional stands for and the light it has shown, and continues to shine, on this topic.”

James McNamee, EnterpriseDB

Screen Shot 2019 05 22 at 12.16.50 PMContent may be king, but it is only as good as its execution. Setting the bar for success is James McNamee, Senior Director of Global ABM for EnterpriseDB. McNamee revamped the company’s ABM program by using content and engagement analytics to identify target accounts that were most likely to convert and deliver highly personalized content experiences. By doing so, McNamee and his team were able to boost target account engagement by 11% and increase pipeline by almost $3 million.

“Software is not the answer all the time,” said McNamee. “In fact, we challenge ourselves to use less tools and simplify the approach, so the content and messaging is impactful. You can get bogged down quickly with training, troubleshooting and trying to capture data in various systems. We’ve also adopted an agile methodology to execute marketing plans for our most important accounts — and this team is separate from corporate marketing.”

Raime Merriman, Hubb

Screen Shot 2019 05 22 at 12.18.02 PMWhen it comes to marketing success, company size doesn’t necessarily matter as much as strategy. Raime Merriman, Strategic Marketing Director at Hubb, leads the company’s five-person marketing team. Merriman has taken an off-the-beaten path approach to leadership, which includes agile methodology and daily SCRUM meetings. The results speak for themselves. Under her leadership, revenue grew 121% and total contract bookings increased by 189%.

“We believe strongly in allowing individuals the autonomy to make things happen,” said Merriman. “On my team, I provide the ‘what,’ but individuals have a lot of leeway to determine the ‘how.’ If they have an idea about how to do something better or solve a problem, they don’t need to go through levels of approval — they have the freedom to try new approaches. It was this system that led to the development of the lead management dashboards. I told my marketing ops person, ‘This is the problem at hand. How do you think it should be solved?’ Then, I let him come back with ideas to implement.”

Amanda Dyson, JDA Software

Screen Shot 2019 05 22 at 12.19.24 PMB2B doesn’t have to be boring, according to Amanda Dyson, Senior Marketing Director of Demand Generation at JDA Software. Dyson has spent more than nine years at the company and aims to create content that stands out from the noise and creates memorable experiences for target accounts. Her creative campaigns include “Digital Supply Chain For Dummies,” which was downloaded electronically more than 10,000 times and resulted in more than a dozen marketing opportunities.

“One way we try to stay top-of-mind or ‘cool’ is with JDA’s social media platforms, which are not traditional outlets for a B2B software company,” said Dyson. “Social media, more so than even the company website, has become the face of JDA. We have to be risk takers and cannot be afraid to fail. Marketing is lucky in that it’s one of the few departments in an organization that is given the liberty to try new things, be edgy and be provocative. We have to leverage consumer tools, stay on top of trends and build a strong social media presence to address this.”

The full list of 2018 winners is available here. If you think a colleague, customer and/or yourself fits the bill for one of the 13 B2B Innovator Award categories, click here to nominate them now. The deadline for 2019 nominations is June 24.

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feed@demandgenreport.com (Elise Schoening) Blog Wed, 22 May 2019 12:03:36 -0400
Podcast: Brightcove CMO Shares Sneak Peek At PLAY, Chats Future Of Video Marketing https://www.demandgenreport.com/blog/a/podcast-brightcove-cmo-shares-sneak-peek-at-play-chats-future-of-video-marketing https://www.demandgenreport.com/blog/a/podcast-brightcove-cmo-shares-sneak-peek-at-play-chats-future-of-video-marketing Podcast: Brightcove CMO Shares Sneak Peek At PLAY, Chats Future Of Video Marketing

This week, B2B marketers will gather in Boston for Brightcove’s annual PLAY event, taking place May 14-16. Brightcove CMO Sara Larsen sat down with Demand Gen Report prior to the event to discuss the short- and long-term goals she’s been working towards since joining the company in September, what attendees can expect at the event, how video marketing strategies are changing and more.

“[We can] use video in B2B to move beyond some of the rational components of what we’re trying to talk about and really tell the story of what an enterprise solution can do and what impact it can have,” said Larsen. “Video is really the best place to do that because you can bring all the senses together to tell that story in a much more emotional way … The brands that have figured out how to tell a good story can now tell a great story with video because you can really amp up the connection with the viewer.”

Listen to the entire podcast below:

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feed@demandgenreport.com (Elise Schoening) Blog Mon, 13 May 2019 14:52:00 -0400
Top 10 Quotes From #COS19 https://www.demandgenreport.com/blog/a/top-quotes-from-cos19 https://www.demandgenreport.com/blog/a/top-quotes-from-cos19 Top 10 Quotes From #COS19

This year’s Campaign Optimization Series included nearly a dozen sessions jam packed into one week and filled with tactical takeaways that will help you improve your content strategies, up your direct mail initiatives and create high-converting demand experiences for months to come. Oh, and did we mention there’s a session on Fyre Festival? Yup, we went there.

To help you figure out which on-demand sessions to dive into first, we’ve rounded up the top quotes from the series. So, read on and get ready to binge!

“If you wouldn’t jump into marriage after the first or second date, you can’t expect a prospect to.” — Christine Otsuka, Sr. Content Marketing Manager, Uberflip

“As B2B marketers we’re not going to be producing ‘Game of Thrones’ content. [But] we can produce content that has more personal interest to it and that goes through that hero’s journey.” — Tyler Lessard, VP of Marketing, Vidyard

“Direct mail has the unique angle that it’s shared outside of your office and on your social network. That’s a lot farther than we see with other channels. It’s not often that people are screenshotting ads or other channels and posting to social.” — Kris Rudeegraap, Co-Founder and CEO, Sendoso

“Over the past couple of years, B2B marketers have come to realize that ABM is more than just a flashy trend,” said Shaffer. “For many, it has become a critical initiative within the organization, but there are still many questions on how to bring ABM across the entire funnel. To really drive success with ABM, you need to take a full-funnel approach to it.”  Nani Shaffer, Director of Product Marketing, Demandbase

“Finding the right strategies for you demand gen goals and initiatives for the year is a lot like piecing together elements of a crime scene. It’s like piecing together your case. The more time and thought you put into it, the more complex it could get. You have to take into account buyer behaviors, new trends, new tactics.” — Alicia Esposito, Senior Content Strategist, Content4Demand

“I would much rather have 20 solid, prolific, groundbreaking stories than 200 mediocre stories. People will remember the story they can connect with and that pulls their attention — whether it’s from an emotional or business value perspective.” —Cynthia Hester, Sr. Director of Customer Marketing, New Relic, Inc.

“Instead of taking your buyers down a clicking rabbit hole, you can instantly give them the content they asked for [by activating your content]. There are no roadblocks, there is no friction, just uninterrupted access to your content when the buyer wants it.” Evan Doyle, Demand Gen ManagerPathFactory

“Customer stories have a ton of impact internally as well as externally. Whether or not a company leans into customer relationships and the voice of the customer matters greatly to the employees and impacts their likelihood to stay at the company.” — Leela Srinivasan, CMO, SurveyMonkey

“There are a lot of KPIs that are tied to internal politics versus the external results, or even the experience you’re creating for your audience. A lot of that results in us marketing for ourselves versus for our audience because we’re just thinking about the end results versus what are the little, iterative wins we can make with our content as we go and engage with someone as they start to learn more about our company and the problem we’ll solve for them.” — Tessa Barron, Sr. Director of Brand and Communications, ON24

“You might think 'Fyre Fest doesn’t apply to me,' but there are some takeaways that can be applied to B2B... The golden rule is not to overpromise. Make sure you’re trying to exceed expectations with your campaigns and marketing initiatives. It can be pretty dangerous to over promise or be over ambitious.” — Andrew Gaffney, Editorial Director, Demand Gen Report

All the Campaign Optimization Series webcasts are now available on-demand. You can access the full lineup here.

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feed@demandgenreport.com (Demand Gen Report Team) Blog Wed, 08 May 2019 09:49:22 -0400
PFL CMO Says B2B Companies See ‘Real Costs’ Of Inundating Buyers, Discusses Omnichannel Digital Experiences https://www.demandgenreport.com/blog/a/pfl-cmo-says-b2b-companies-see-real-costs-of-inundating-buyers-discusses-omnichannel-digital-experiences https://www.demandgenreport.com/blog/a/pfl-cmo-says-b2b-companies-see-real-costs-of-inundating-buyers-discusses-omnichannel-digital-experiences PFL CMO Says B2B Companies See ‘Real Costs’ Of Inundating Buyers, Discusses Omnichannel Digital Experiences

/Customer experience has taken the main stage in the B2B community. Companies are pushing towards a customer-centric go-to-market strategy, but struggle with the repercussions of constant inundation from the marketing automation boom over the past decade.

Progressive B2B companies have taken inspiration from their B2C counterparts to offer an omnichannel-orchestrated experience for their customers, according to Daniel Gaugler, CMO of the tactile marketing automation platform PFL. These solutions are making waves in the space for refreshing older marketing channels and finding ways to give buyers what they need — when they need it.

On the show floor at Adobe Summit, I chatted with Gaugler about the growing focus on customer experiences in the B2B marketplace, as well as how marketing teams are starting to understand the real costs of inundating prospective customers through easy go-to-market channels such as email. Read on to learn more.

Demand Gen Report: One of the main themes from the Adobe Summit was the continued development of personal, B2C-type customer experiences within the B2B marketplace. What are your thoughts on that trend and what is PFL’s stance on the topic?

Daniel Gaugler: I think that the customer experience matters more now than ever before. It's because you, the buyer, have more choices in your life. Digital marketing is awesome; it really has empowered brands to have different dimensions of their customer experience. However, the problem with anything that is effective, and maybe even underpriced, is you could argue that some digital marketing is overused. It's simple economics. We’re also seeing that it’s very one dimensional.

Thinking back on my own experience as a marketer, when I first started using AdWords — paying five, 10, 15 cents a click — you didn't have to be a good marketer to drive tremendous results because it was just so cheap. Email marketing has really gone through that same cycle. When we used to get the announcement from AOL that "you’ve got mail," you were excited! Nobody cheers when you get an email today. In fact, pretty much everybody is trying to block forms of communication to keep it filtered to the topics that they want to be a part of.

Direct mail is interesting in that aspect. In particular, it allows another dimension for a brand to engage with their buyer. But it also has a real cost; therefore, it makes marketers think about what they're doing. What we're finding is that people build better digital campaigns and better direct mail campaigns because they now have to think about the economics. How do I get budget for this? How do I make sure there is ROI? Now they have to focus on the customer experience and think about what the right message is, rather than just pushing up the volume. Back when I was buying AdWords, I just wanted to buy more and more and more because if I got enough clicks, enough of those would convert and it worked. This really changes the paradigm.

I like that the economics actually force marketers to think about the customer experience and make it better for the buyer. I also love to see that that's trickling into the digital realm, so marketers are improving that experience. Because at the end of the day, that improves their experience as a consumer and as a buyer.

For example, if I go to a trade show that cost me $10,000 and I get 100 leads, that's $100 a lead. Now, if I go home and send them an email that is irrelevant to them and they choose to block me, I have experienced a real cost. Someone who was engaged in my brand is now saying no, and that cost is bigger than people realize. Because that person didn’t just opt out for today, they opted out you’re your emails forever. They may re-opt-in at some point in time, but that is a real cost that marketers underestimate today. So, we can't be lax and not think about what the experience is. Whether we're doing digital or direct mail, there is a hard cost to abusing our buyers in terms of their attention to what they care about.

DGR: What is PFL’s current roadmap at the enterprise level, as tech ecosystems such as Marketo and Adobe start to consolidate?

Gaugler: I think there’s tremendous opportunity for us. We have the enterprise customers who are adopting our solution and looking at direct mail, particularly large digital brands, because they're looking for a way to differentiate on that customer experience.

I think this all leads to a better, easier and more robust ecosystem for the marketer. Adobe brings credible value to the Marketo ecosystem in terms of their analytics and data expertise. They've been doing this for the major retailers and major brands. B2C is ahead in many aspects compared to B2B in terms of how to target individuals and personalize at a very high level of scale. I'm looking forward to that application being brought into B2B.

For PFL, our focus is really on how we help those marketers deliver more value. There are two things: deliver value to their buyer and deliver more value to the organization. Our approach is that it's not just about what you send, it's also about the overall campaigns and success of the programs that you're building as a marketer. So, we're investing more and more into figuring out how we can help our customers make this jump to an omnichannel, multichannel world where digital, direct mail, in-person events and your sales teams are working in unison, rather than in silos.

DGR: What’s PFL’s biggest challenge to provide that more seamless, omnichannel B2B experience?

Gaugler: Speaking both as a marketer and as a vendor, the reality is that martech is too hard to use today. For most organizations, it takes a small army on a marketing team to run the tech that's required to do this correctly. The combination between Salesforce and marketing automation — whether it's Marketo, Adobe Campaigns, Salesforce Marketing Cloud or part of all these — all these different solutions require deep levels of expertise. This is nothing new. This is what we've seen for years as marketers became tech buyers. So, simplification for the user is the big opportunity.

I think as the ecosystem has grown really rapidly, all with different UIs and different philosophies, the acquisitions of Adobe and Salesforce and those big companies help bring that together. It’ll hopefully create a unified ecosystem that makes it easier for marketers to deliver.

DGR: What are your thoughts on the ongoing growth and investment in AI, and where do you see that playing a role in PFL and in your customers’ lives?

Gaugler: The biggest application we see right now today for AI is in identifying the “who” — how do I understand who I should market to? And then there’s also the “what” — what should I market to them with? AI coupled with a human is more powerful today than just AI on its own. AI isn’t replacing smart marketers, but it's complementary to smart marketers. It’s growing really rapidly in terms of improving who they target and then how they refine their messaging or relevance to those marketers.

I don't know of anyone doing this right now, but I think another huge application for AI is to understand what the potential impacts of a program are before you launch it. Right now, a lot of times you do your best to set a program up in your marketing automation platform and then cross your fingers, hoping you didn't miss anything. I think that's one of the places we will see markers be able to adopt AI early on.

DGR: What else is in store for PFL? Is there anything coming down the line from a product roadmap standpoint that we should be keeping an eye out for?

Gaugler: I think the biggest thing for our product roadmap is a deeper integration with the systems that marketers already use. We need to simplify and make that easier for them. The second is the combination of tools that support both marketing and sales.

As I mentioned earlier, everything is more effective when we work in unison together. Many people know about our integration with Marketo and our integration with Salesforce, but many don't know that those actually integrate together as well. So, the goal is to have your CRM and your marketing automation working together with the sales team. Not only will marketers then be able to launch programmatic campaigns, but they can also involve sales in that process to understand what content marketing is delivering. They can also prompt sales when they should send content or maybe need to apply personalization to that content to gain maximum results.

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feed@demandgenreport.com (Brian Anderson) Blog Wed, 01 May 2019 09:13:37 -0400