Subscribe

MultiView Launches New B2B Marketing Insights Solution

VisitorViewDigital marketing solutions provider MultiView has released VisitorView, a data analytics solution for B2B companies that was previously only available to MultiView programmatic advertising customers. The solution is designed to show what companies make up a company’s traffic and activity to help them refine marketing strategies and tactics, as well as guide sales to interested prospects.

New Research Shows B2B Marketers Lack Processes For Leveraging Engagement Data

Seventy-one percent of B2B marketers said that digital marketing and technological skill sets will be required for their roles in the next three to five years, according to an Association of National Advertisers (ANA)/Business Marketing Association (BMA) study released at the ANA/BMA16: Masters of B2B Marketing Conference in Chicago. However, a mere 7% of those polled said they have effective processes in place for capturing data on buyer behavior, attitudes and engagement.

“Our study shows that B2B marketers have much to offer, but that message is not getting through to the right people within their own organizations,” said ANA President and CEO Bob Liodice. “These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands and develop strategies to remove barriers.”

ADVERTISEMENT
However, the study also revealed that less than half of those surveyed (42%) said they even have a seat at the senior management table, and only 37% said they enjoy strong endorsement from senior management. In addition, 35% of respondents said senior management is still focused on the product and price and not on insights into the customer.

The online survey of 237 B2B marketers was conducted by the ANA and its research partner, GfK, in March 2016. It included BMA members, as well as ANA members in B2B companies.  

The ANA/BMA provided a set of recommendations for B2B marketers along with the study, and several featured speakers that presented during the three-day conference echoed these points as crucial elements to marketing success:

  • Partner with sales to drive business growth. Sydney Sloan, CMO for Alfresco Software, presented a session along with Peter Isaacson, CMO of Demandbase, on her company’s account-based marketing and predictive analytics journey. Sloan indicated that she and her marketing team needed to sell the idea to sales, and it did not happen overnight. “We had to show them where the revenue was going to come from,” Sloan said. “It took longer than we thought.” The sales reps had to pick specific accounts for the initial test, and she said many “dug their heels in.” After nine months, the regions that “did the homework” [of identifying accounts] were compared with those that didn’t, and the results were more than enough to rally the holdouts on the sales team.
  • Inspire the entire organization to build business growth. Russell Findlay, CMO of Hiscox, an insurance company, talked about his company’s brand positioning process and marketing approach. Findlay said buy-in across the organization is crucial. “Marketing can drive revenue, strategy, culture and momentum,” he said, adding that marketers can earn their organizations’ respect “by being great at people, marketing alchemy and the numbers.” Findlay said B2B marketers need to understand the drivers of their business and where marketing adds value. “Think like a business leader first and a marketer second.”
  • Shift the focus of strategy from product to customer. “The customer is always first,” said Ana Villegas, Marketing Director for North America Commercial Business and Marketing Strategy, at Dell. “Digital transformation starts and ends with the customer,” she said. As part of the case study she presented, Dell worked with its B2B agency to cement its customer focus on the website, Villegas said. “[We had a] dynamic content optimization option that let [the customer] build their own path, depending on what he is consuming. The customer picks what he needs rather than you telling him.”
  • Prove ROI to ensure marketing is perceived as a competitive advantage. Measuring campaign results elevates marketing’s contribution to business growth and enables it to be perceived as a competitive advantage. At Dell, engagement on the website increased 20% in terms of unique visitors, pages viewed and downloads, while costs decreased by 50%, according to Villegas. In addition, the metrics evolved as well, and her team now scores what it calls “high-value engagement,” a KPI developed by the analytics team, as its definitive measure.
  • Acquire the tools and digital skill sets needed to compete today. Linda Boff, CMO of GE, said experimentation is necessary with new technology and digital platforms. During the audience Q&A, she was asked for advice on social media for companies that “still struggle to share their stories.” Boff said: “The risk of not being out there and not sharing your stories [on social] is much higher than the risk of doing it.”

Will 2016 Be The Death Of Predictive Analytics As We Know It?

1blogheadshot

Despite sinking billions into marketing automation and other marking technology, only 7% of B2B marketers are seeing ROI from their marketing automation spend. At the same time, they are being scrutinized and held accountable to concrete revenue goals.

  • Published in Blog

ClearSlide Debuts Gmail Plug-In

1clearslideClearSlide for Gmail is a Chrome app that puts the core functionality of ClearSlide’s service within Gmail. The solution aims to help salespeople engage with customers and prospects directly from their inbox — intending to improve salesperson productivity, help sales leaders forecast more accurately and makes sales content and campaigns more effective.

YesPath Introduces A Data-Centric Approach To Account-Based Marketing

YesPath is an account-based marketing platform designed to help sales and marketing teams build relationships with targeted accounts by tracking engagement, predicting intent and distributing personalized content.

FEATURES/FUNCTIONALITY

YesPath analyzes large volumes of data about accounts, including data in CRM, marketing automation, website traffic and intent data from a network of more than 2,500 B2B websites. YesPath combines the data into account profiles and tracks accounts' progress through the buying cycle, so that the best content can be selected for an account based on its stage, behavior and interests.

COMPATIBLITY

YesPath connects to a customer’s website via a JavaScript tag. Optionally, it can also collect data about account behavior from a CRM system and/or marketing automation platform.

DELIVERY/PRICING MODELS

YesPath is delivered as a SaaS application. Pricing is tied to the volume of contacts and the number of sales representatives.

CURRENT CLIENTS/USERS

YesPath launched in March 2016. Beta customers included BlueJeans Network, MongoDB, Host Analytics and Kaleo Software.

COMPETITIVE POSITIONING

YesPath brings a data-centric approach to ABM. The platform provides insights about a company’s target accounts, so marketers can develop the right content and send it to the right people.

CONTACT 

180 Sansome Street, Floor 4
San Francisco CA 94102
sales@yespath.com

Infographic: SEO Gives Your Event Lasting Value

Adding SEO to your promotional strategy can give your one-time event greater longevity and a lasting return. This infographic from BKV, a digital marketer firm, outlines the steps to maximizing your on-line or off-line event.

Beyond The Hype: Applying Social And Behavioral Data To B2B Marketing


mintigo wp drc capToday’s B2B marketing environment is more challenging than ever before. It’s harder to reach buyers and more difficult to gather information about their intentions. Traditional information sources, such as internal systems and public databases, often fall short when it comes to uncovering a prospect’s business needs, interests and purchase stages.

Subscribe to this RSS feed