Strategy & Planning Series Day 2: Data Analysis Aligns Cross-Channel Messaging, Identifies Fast-Moving Buyers

Published: November 18, 2015

The second day of the Strategy & Planning Series revolved around the recurring theme of marketing analytics; primarily, the sessions focused on how data uncovers key prospects and helps align cross-channel messaging to maximize campaign success.

Identifying your fast-moving buyers by the frequency and volume of content they’re consuming is key to maximizing the return on marketing campaigns, according to Elle Woulfe, VP of Marketing for LooBookHQ, during the presentation Get More Value From Every Click And Content Asset.

“You want to treat your fast-moving buyer a little different,” Woulfe noted. “The fast-moving buyer is consuming a lot of content, so there is a real opportunity to move them through the funnel quicker.” The traditional nurturing cadence of weekly or bi-weekly doesn’t accommodate fast-moving buyers, she noted.

Woulfe pointed to a case study from Cetera showing the value of interactive content which can track how buyers are engaging with content. The results:

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  • Increased marketing’s contribution to revenue from 23% to 46%;
  • Marketing is the number one source for leads; and
  • Delivering better content experiences.

Woulfe also talked about the impact of interactive content on her own marketing campaigns. Of the total unique qualified leads, 37 were identified as fast-moving buyers. “Many of my fast-moving buyers engaged with three or four of my assets. If I had not identified them early, I may have lost them by not reacting quickly enough.”

Connecting Data Provides Holistic View Of The Buying Journey

In the session How To Orchestrate Your Messaging Across Channels To Drive Engagement, Chris Lynch Senior Director of Product Marketing at Oracle Marketing Cloud, described how B2B marketers can begin to tame the complexity of digital marketing data through cross channel integration.

85% of CMOs say fragmented data prevents cross-channel consistency, according to the CMO Club. Lynch noted that everyone has challenges around fragmented data because technology applications have become very easy to turn on, so marketers need to look at both anonymous data sources and known data sources to begin to unify the picture.

Companies often also lack a centralized hub to orchestrate customer interactions and content across the lifecycle. Between data management technology, marketing campaign technology, and media distribution partners, marketers can be easily overwhelmed with strategy and planning.

To begin the process of orchestrating cross-channel messages that will resonate with customers, Lynch recommended marketers:

Connect online and offline: Tie interactions to one customer across all devices and channels (i.e., a badge scan at an event, a search for an AdWord, a downloaded whitepaper).

Bridge anonymous and known marketing data: Connect all proprietary and third-party data to increase relevance. Then think about creating adaptive marketing campaigns with behavioral triggers to empower the customer to dictate their own path.

Connect all data sources: Unite data from all sources, including events; digital body language; enterprise system data, such as CRM and SFA transaction level data; and third-party data. “Focus on having one canvas where you can manage all the profile data that you find to be most important,” Lynch said.

Make content collaboration channel agnostic: Lynch advised marketers to begin “thinking like a publisher” by taking into consideration the personas you want to target and finding a way to distribute the content through multiple channels.

The Strategy & Planning Series rolls on with today’s sessions highlighting how to drive demand with predictive analytics, a streamlined content strategy and video marketing trends. Click here to sign up for any — or all — of the sessions available live or on-demand.

B2B Marketing Exchange
B2B Marketing Exchange East
Campaign Optimization Series
Buyer Insights & Intelligence Series
Strategy & Planning Series