Data Management Sat, 17 Aug 2019 16:53:44 -0400 en-gb Evergage Releases New Data Warehouse Solution For Analysts Source: Evergage

Evergage, a personalization and customer data platform, launched the Evergage Data Warehouse solution, which is designed to give business analysts access to the company’s unified customer and prospect data for building and analyzing segments and monitoring campaign performance.

When used with a BI tool, the Evergage Data Warehouse is positioned to allow users to create and execute custom queries, as well as visualize and run analyses on the platform’s data to reflect every company’s needs and requirements.

With the solution, business analysts can:

  • Obtain customer and prospect data, including individual, behavioral, attribute, cross-channel interaction and third-party data;
  • Access catalog and transactional data;
  • Utilize the client’s BI tool of choice; and
  • Use the Evergage database to run queries to transform, report on and envision the information, identifying trends and patterns that reflect company-specific objectives.

“In addition to tracking and ingesting data and making all that information actionable, Evergage now makes it easy to perform customized queries and more detailed analyses,” said Karl Wirth, CEO of Evergage, in a statement. “Business analysts can examine all the rich information in the platform from any angle to drive better-targeted communications and campaigns and make better-informed business decisions.”

]]> (Brianna Ruback) News Briefs Thu, 15 Aug 2019 12:12:50 -0400
How To Fine-Tune Your Data Strategies With Webinars How To Fine-Tune Your Data Strategies With Webinars

The devil’s in the details — or in marketing’s case, the devil’s in the data. Almost every B2B marketer has a data problem, whether it’s getting the right data on prospects, ensuring data is accurate and up to date or aligning sales and marketing around the same data, the list is endless. And thanks to GDPR, the pressure is on to get your data strategies cleaned up and compliant.

But marketers need not stress, cleansing and enhancing customer data may be easier than you think and can yield long-term results. In a recent Buyer Insights and Intelligence webinar, Jack Wildt of ON24 discussed the value of declared data and how marketers can use webinars to capture it at scale and better arm sales reps for conversations.

Understanding The Three Ds Of Data


 Modern marketers often collect a variety of data, including demographic data from form fills and behavioral data from online engagement with content, chatbots and more. But are marketers really gathering all the data they need?

According to Wildt, declared data is the “white whale” of marketing — it has the power to unlock key buyer insights, but few marketers are able to capture it with their current strategies.

“Demographic data is the most wildly available data and it is essentially the who of who you are marketing to,” said Wildt. “Behavioral data is the what. It’s incredibly important; it’s basically the bread and butter of marketing. But we’re noticing that declared data is really our white whale… It’s the why of the people you’re marketing to.”

Leveraging Webinars To Capture Declared Data At Scale


While traditional tactics such as display advertising and telemarketing may not be equipped to identify and store declared data, other channels such as webinars are. By leveraging webinars as a key part of your go-to-market strategy, Wildt says B2B brands can gain deeper insights into potential customers, cater sales outreach accordingly and better position themselves for success.

“Clicking an ad doesn’t declare anything about yourself,” said Wildt. “Filling out a form might, but it’s not really the most trustworthy thing. You can get declared data from emails, but it’s a very manual process. Webinars really are key; they are really the only way to do it at scale. You have someone’s attention for 50-60 minutes [during a webinar] and if you’re creating engaging content, they’re going to want to speak back to you.”

Driving Sales Conversations With Declared Data


ON24 uses webinars to survey its audience in real time via polls and Q&As. This data is then captured and integrated into Marketo and used to enhance lead scores according to attendee interest, optimize content based on attendee feedback and start sales conversations. According to Wildt, the company triggers immediate actions based on people’s declared data within a webinar.

“When Jane Doe or Paula Price comes into a webinar and answers a survey or poll in a certain way, we trigger alerts through Salesforce and Marketo and we get people talking,” said Wildt. “We’re facilitating much better sales conversations and ultimately, helping people solve their problems… They’re more engaged with us and we’re able to react better to their engagement with us, so sales can have those great conversations and really understand their pain points and try to solve them.”

Using webinars as part of its go-to-market strategy has helped ON24 improve lead qualification and nurturing. According to the company, prospects with a high engagement score and declared data are 90% more likely to convert from an MQL to SQL.

]]> (Elise Schoening) Blog Thu, 08 Aug 2019 17:42:52 -0400
Socio Secures $6M In Funding, Releases New Event Tools For Marketing & Sales Source: Socio

Socio, an event management platform, raised $6 million in Series A funding. The round was led by High Alpha Capital, with additional participation from Greenspring Associates. As part of the agreement, Mike Fitzgerald, Partner at High Alpha, will join Socio’s Board of Directors.

According to the company, the funding will be used to fuel product development and grow its teams at the Indianapolis headquarters and the EMEA office in Istanbul.

In addition to the funding, Socio announced the release of two new products. Socio Lead Retrieval is designed to easily qualify and rate leads, enable users to add collaborative notes for effective lead nurturing and create real-time reports with key metrics. Socio Live Display aims to help marketers customize event content in real time and easily publish it to venue screens to drive attendee engagement.

“The average B2B company spends around 22% of its marketing budget on events,” said Yarkin Sakucoglu, Co-Founder and CEO of Socio, in a statement. “When done right, events are the most powerful source of lead generation, brand exposure and marketing ROI. Knowing how hard it is to execute events right, we want to give organizers a full-stack solution that simplifies their work and maximizes ROI across the entire event lifecycle.”

]]> (Elise Schoening) News Briefs Tue, 06 Aug 2019 10:08:57 -0400
How GDPR Can Help Marketers Overcome Common Data Challenges How GDPR Can Help Marketers Overcome Common Data Challenges

/The challenges marketers face today regarding data have not changed. We still need to collect and leverage data to generate demand. GDPR forces companies to examine their approach to data collection and comply with the rules or suffer the consequences. Considering the privacy controversies currently surrounding Facebook and Google, one would think marketers would be obsessed with being compliant, but are they?

To assess, we must talk about data. My experience is in B2B, which typically involves less records, but is more complex due to longer buying cycles and multiple marketing channels. I come from a pre-CRM world in the ‘80s when it was just called database marketing (no sales). Today, the concept has expanded to include sales and marketing.

Whatever you call it, today’s CRM database must be centralized and deliver a single view of customers and prospects. Unfortunately, data is often siloed between marketing and sales, causing a real disconnect between these two departments. Here are four common data challenges that GDPR may help marketers address and achieve single-view nirvana.

1) Sales Resistance To Documenting Data

Keeping accurate records in the CRM system is a proverbial challenge because salespeople don’t believe it is their responsibility to enter sales data into the database that feeds into the CRM system. They are also notoriously lazy in this regard.

But GDPR threatens to hold companies with shoddy data practices accountable, so the problem can no longer be ignored. B2B companies would be wise to offer mobile apps to the sales team, so they can easily enter sales information that syncs automatically with the central CRM system.

2) Syncing Mobile And Internal Data

GDPR is an excellent excuse to spring clean and connect your data into a single view. Such a detox includes both contact data on internal systems, as well as data from all of the mobile devices used by sales executives to capture their new contacts. Mobile data is normally ignored, which can be disastrous from a compliance perspective.

3) Integration And Support Challenges

With more than 7,000 martech solutions available today, integration is a growing problem in B2B. It is often the result of implementing niche software that creates silos of information, whether that be website CMS, inquiry response bots, call center/ inside sales systems, marketing automation, CRM, etc. Data does not flow seamlessly between systems, resulting in mass duplication and no consistency between records. Ironically, integration software is so easy to install there is no reason why this part of the jigsaw would fail.

Nevertheless, highly specialized systems tend to create silos of data and can be very difficult to support because of a lack of skilled technologists. It is rare to find someone who is focused on integration, can create a single view of customers and provide intelligent dashboards that show end-to-end performance. This can become an IT nightmare that divides sales and marketing efforts.

4) GDPR Denial

Another issue is a prevailing sense that GDPR doesn’t really affect operations in the United States, whereas in Europe, it’s exactly the opposite. European companies are much more apt to heed the data collections regulations out of fear. Dramatic differences on either side of the Atlantic. Unfortunately, few companies on either side are getting it right.

Despite all the media coverage about privacy issues and hacking leading up to last year’s May 25th GDPR deadline, the reality is not much has changed. The GDPR phenomenon had the same impact at the Y2K “Millennium Bug” scare in 1999. People got all hyped about, but on January 1, 2000, nothing really changed.

Embracing GDPR & Mindful Marketing

GDPR offers a prime opportunity for marketers to rethink and refresh their data strategies. Many buyers are willing to share their data with companies to receive a better service, be rewarded for loyalty and be treated with respect, knowing their data is safe and secure. In fact, they believe they have a right to be remembered. It’s tedious and time consuming to be asked to complete the same forms for the same company you fly with each time, rent cars from or hotels you visit. Loyal consumers expect those entities to retain their data preferences, so that they can get a faster, more satisfying experience.

After years of building martech stacks to improve efficiency and reduce personnel, we have taken our eyes off of marketing’s goals: to support sales and create a positive customer experience. The reality is that marketing actually needs more brains and less technology. Sadly, more technology has dumbed us down. We desperately need best practices to deal with the increased complexity of tech stacks and unify sales and marketing to work together to generate revenue and create positive customer outcomes.

For more insights on modern marketing and the impact of GDPR, tune into Aberdeen’s podcast, “The Intelligent Business Show.” In episode 24, “Events: The Backwater of Marketing,” I talk with host Matt Grant about how to make event interactions more intelligent and personal.

Peter Gillett is CEO of Zuant and Marketpoint CRM. A serial entrepreneur, Peter drives product development and client roll-outs of Zuant, the company’s award-winning mobile lead capture app across U.S. corporations. A pioneer in database marketing since the late 1970s, he created the world’s first web-based CRM system, Marketpoint CRM, funded by Lucent Technologies in the 1990s. In 2010, Peter launched the first CRM applications for the iPad.

]]> (Peter Gillett, Zuant) Demanding Views Mon, 05 Aug 2019 13:19:17 -0400
CCPA Countdown: B2B Brands Prepare Compliance Steps And Look For Longer Term Trust Payoffs With Customers CCPA Countdown: B2B Brands Prepare Compliance Steps And Look For Longer Term Trust Payoffs With Customers

A little over a year has passed since the General Data Protection Regulation (GDPR) took effect, but marketers are not out the woods yet. On the contrary, the wave of privacy regulations seems to have just begun, and the latest legislation, the California Consumer Privacy Act (CCPA), is scheduled to take effect in six months’ time.

The new regulation, which is similar to GDPR in its intent but differs on the details, is designed to protect the privacy and data of California citizens. Under it, consumers in California have the right to:

  • Know what information companies are collecting on them;
  • Say “no” to data collection and the selling of their data;
  • Ask companies to delete their data; and
  • Sue any companies that violate these rights.

Rather than wait until the law takes effect on January 1, 2020, some B2B companies — including Bottomline Technologies, Iron Mountain and DemandWorks Media — are taking proactive steps to ensure internal compliance and confirm that their partners and vendors are CCPA compliant as well. By getting ahead of CCPA and making privacy a business priority, the companies aim to improve customer relationships and build trust.

“The CCPA follows the trends we’ve seen in other areas of the world, driving protections for the consumers by providing greater transparency, accountability and data protections,” said Gwendolyn Lefevre, VP of Marketing Operations at Bottomline Technologies, in an interview with Demand Gen Report. “While it can feel a bit daunting coming into compliance with these regulations, it’s a great opportunity to review your current marketing practices and explore new strategies.”

Mapping Out Data Processes & Making Sure Partners, Vendors Are Compliant

Data privacy is a growing concern in the B2B world. Industry research shows that 89% of marketers say there is a rising need for tools and technology to manage data privacy and 71% plan to spend more than $100,000 on CCPA-related privacy compliance.

“We take privacy seriously because it is the right thing to do, gives our clients confidence and is the law,” said Gareth Brown, Owner and Co-Founder of the demand generation company DemandWorks Media, in an interview with Demand Gen Report. “So, like other businesses, we will be spending the time and money to make sure that we are compliant and continue to be so.”

According to Brown, the first step to CCPA compliance is creating a data map and understanding how customer data flows into, through and out of your company and tech stack. Leslie Alore, Director of Regional Marketing at the data and records management company Iron Mountain, agrees.

“Organizations should be going through an exercise of mapping out every single vendor that they work with, going through every single piece of technology that they have and documenting all of the personal data that is collected and what it is used for, because that information will need to be provided and tracked,” said Alore in an interview with Demand Gen Report. “It will also give you a roadmap to identify where you might have gaps for risk and creates the master vendor list that you need to make sure is compliant.”

Practitioners and experts alike note that it is not just important for marketers to ensure their own companies are compliant with the new privacy regulations, but they also have to make sure their vendors and partners are compliant. If not, the company may be liable and subject to fines up to $7,500 per intentional violation and $2,500 per unintentional violation.

“CCPA is beginning to force marketers to really question the ethics and the processes of lead gen and demand gen, as well as the agencies, publishers and partners that they're working with,” said Liz Miller, Senior Vice President of Marketing at the CMO Council, in an interview with Demand Gen Report. “It’s not just ‘do we have a compliance checklist?’ We really have to start asking much harder questions, like ‘what are our partners doing? What are our third parties doing? What are our agencies doing?’”

Bottomline Technologies, a business payment automation provider, has been working with its Chief Security Officer’s department to meet CCPA compliance requirements. This includes updating its privacy policies and auditing its entire marketing database to remove any data that does not comply or is no longer necessary. In addition, the company is reviewing all of its service and third-party contracts to check whether its vendors are compliant, or if the company should cease activities with them.

Iron Mountain also has a rigorous vetting process for its vendors, which includes security reviews, compliance reviews and an internal questionnaire for its team. As a result of this process, Alore says the company has had to end some relationships with partners and vendors who were uncompliant.

“We don't just do this for new vendors and partners. We are also going back and re-vetting the current vendors and partners that we utilize if they handle any type of data for people in California,” said Alore. “I won't lie to you, it's time consuming and resource consumptive. We went through the same process for GDPR, but we view it as critical to hold our vendors and our partners equally accountable.”

GDPR Compliance Sets Stage For CCPA Readiness

According to research from OneTrust and the International Association of Privacy Professionals (IAPP), only 26% of businesses say they are highly prepared for CCPA. Respondents noted lack of time and bandwidth as their two biggest challenges to preparing for the new privacy regulation. However, the research also shows that companies who are highly compliant with GDPR are better positioned for compliance with CCPA and are 51% more likely to be compliant with CCPA by the January 1, 2020 deadline.

“What we're seeing is that companies are still quite unprepared in general terms for CCPA,” said Linda Thielová, Data Privacy Counsel at OneTrust, in an interview with Demand Gen Report. “[However,] we are definitely seeing companies that have already prepared for GDPR in a meaningful way, or have made some other privacy laws their standard, are able to set themselves up much better in terms of preparation for CCPA. This shows that when you have already done your homework under some other privacy law, you are much better positioned to comply with CCPA.”

Nevertheless, experts caution marketers not to think that just because they are GDPR compliant, there is little work to be done to prepare for CCPA. There are major differences to note between the two regulations in terms of scope, data rights and penalties. For example, while GDPR applies to any organization offering goods/services to or collecting data on EU subjects, CCPA only applies to for-profit companies that meet certain qualifications and collect data on California residents. CCPA also goes a step further to protect the rights of consumers from having their data sold.

“Another important thing to mention is that those rights for the consumers actually stretch back 12 months under CCPA,” said Thielová. “The data that is being processed about consumers right now would be involved in the personal information access requests that companies will be receiving after January. So right now, companies should be working towards documenting how they’re processing personal information, how they’re transferring it in their tech stack and so forth.”

The deadline for CCPA is quickly approaching. B2B brands who recognize the severity of the regulation and see it as an opportunity to revamp their data and privacy processes to build trust with consumers will be ahead of their competition and better positioned for long-term customer success.

“Customer data is not just zeros and ones. It's the digital manifestation of your customer,” said Miller. “It’s shocking how many organizations actually don't think of customer data that way. They think of it as spreadsheets and personas. They don't think about it as Liz the customer. They think about it as line 364 in Excel spreadsheet number seven … [But] you have to understand that your data is your customer and respect the data as much as you would respect the customer.”

]]> (Elise Schoening) Industry Insights Wed, 24 Jul 2019 09:29:55 -0400
Pernix Offers Comprehensive Performance Marketing Attribution Solution Source: Pernix

Pernix is a digital marketing attribution application solution that aims to give advertisers complete control over performance marketing attribution logic. It is positioned to fuse attribution and analytical data with program tracking to make authentic, trackable program performance a reality.


The solution includes:

  • Authentic, trackable performance: advertisers are in charge of attribution logic, so customers no longer have to pay CPA commissions on conversions that do not align with their attribution models;
  • Partner performance grading: advertisers can eliminate the conflict of interest involved in third-party marketing platforms by doing their own tracking; and
  • Customer data protection: the solution removes cumbersome and invasive third-party tags from advertisers’ websites, keeping load times down and stopping other platforms from collecting customers’ data.


Pernix is designed to support the entire performance marketing ecosystem, including advertisers, partners, networks and agencies.


It is positioned to work in conjunction with affiliate and partnership networks and platforms.


Pernix looks to help companies’ analytics and marketing platforms communicate effectively with each other to eliminate discrepancies and get them the data they need. The solution aims to enable users to re-allocate marketing spend based on performance within a custom attribution model.



]]> (Elise Schoening) Solution Spotlight Mon, 22 Jul 2019 09:14:37 -0400
Study: One In Five Businesses Loses Revenue & Customers Because Of Mishandled Data Source: Dun & Bradstreet

Poor data practices continue to be a detriment to any company’s success, according to a new report from Dun & Bradstreet. The research shows that almost 20% of businesses have lost a customer due to using incomplete or inaccurate information, while an additional 15% said they failed to sign a new contract with a customer for the same reason.

Key findings from the survey include:

  • 22% of respondents said their financial forecasts have been inaccurate;
  • 17% of organizations offered too much credit to a customer due to a lack of information and lost money as a result; and
  • More than 10% of organizations report having been fined for data issues.

The report, which surveyed more than 500 business decision makers, found that almost half (46%) of the survey respondents said data is too siloed to comprehend. Respondents said their biggest data challenges are protecting data privacy (34%), having accurate data (26%) and analyzing and processing that data (24%).

These challenges may be caused by a lack of data structure and support. According to the survey, 41% of respondents said no one in their organization was responsible for data management and 52% said they do not have enough budget to implement data management practices.

"Information has always been critical for businesses, but over the past decade, the volume of data, the types of information available and the ability to do new things with that data have expanded enormously,” said Anthony Scriffignano, Chief Data Scientist at Dun & Bradstreet, in a statement. “It's not surprising that many business leaders feel they are still catching up and their organizations are yet to make the most of data — and some have even been fined or lost customers due to incomplete or 'dirty' data."

]]> (Brianna Ruback) News Briefs Tue, 02 Jul 2019 12:40:48 -0400
Leadspace Acquires ReachForce; CEO Reveals Insights On Announcement Leadspace Acquires ReachForce; CEO Reveals Insights On Announcement

Leadspace, a B2B customer data platform (CDP), has acquired ReachForce, a marketing data quality automation solutions provider, for an undisclosed fee.

The acquisition aims to combine both companies’ expertise to better power customers’ data-driven sales and marketing efforts by increasing Leadspace’s offerings, strengthening its team and expanding its growing customer community.

Leveraging its SmartSuite solution, ReachForce enables its customers to access the extensive set of data sources and signals on the Leadspace CDP. Users will also be able to use Leadspace’s advanced AI and analytics offerings for predictive and persona modeling and scoring.

In an exclusive interview with Demand Gen Report, Doug Bewsher, CEO of Leadspace, shares his insights on the acquisition, as well as how it will impact the companies and their customers.

Demand Gen Report: Why did you decide to acquire ReachForce? Where exactly will ReachForce "sit" in Leadspace's CDP offering?

Doug Bewsher: We started the discussion with ReachForce earlier this year, given the recent incredible interest in CDPs and our compatible offerings. Over the last 12 months in particular, we’ve heard a lot about how B2B teams are looking to break down the silos and have a source and channel-agnostic solution for managing and drawing insights from their customer data. Leadspace and ReachForce have both been focusing on solving these problems from different angles.

ReachForce has its best-in-class SmartForms product, which is a key way that customers build an understanding of their customers, as well as SmartSuite, which provides a real-time data cleansing and management service. Combined with Leadspace’s best-in-class B2B customer data platform, there is a definite complementary and additive effect. SmartForms will become one of the activation products for Leadspace, and we will work over the next [several] months to combine the best of both data management platforms to provide a single end-to-end solution for B2B CDP. 

DGR: How does this impact Leadspace's competitive positioning in the space? And how does Leadspace stand out against other CDPs from other notable players like Salesforce and Oracle?

Bewsher: Together, Leadspace and ReachForce will be the largest AI-driven CDP in the market for B2B companies. 

There has been a lot of talk regarding CDPs. However, the large software platforms are still mostly promising a little feature attached to their core offering. Even where there are offerings, they tend to be data aggregation platforms versus true AI-driven customer data platforms. To this point, much of the focus in the CDP category has been on solving B2C problems versus solving the unique data challenges in B2B.

Both Leadspace and ReachForce have been working for 10 years to solve the CDP problem, specifically in B2B, with customers like AMEX, Microsoft, Staples, HPE (and 200 others). We were recently named a “leader” by Forrester in the B2B customer data platform space, and we feel that this acquisition puts us in an even stronger leadership position.

DGR: How will this affect Leadspace and ReachForce customers? And will ReachForce operate independently or be folded into Leadspace?

Bewsher: ReachForce will become part of Leadspace, and we will operate both as a single company under the Leadspace brand.

In the near term, nothing will change for customers. However, we are working hard to quickly (in the next six months) bring both platforms together, offering all the customer the benefits of both platforms.

DGR: There's been a lot of buzz in the B2B space regarding CDPs. Where do you see them sitting in the B2B martech ecosystem in years to come?

Bewsher: The sales and marketing tech landscape has evolved from capturing customer data in a “system of record,” to customer process management in “systems of engagement,” to now customer insights and recommendations in “systems of intelligence.” However, companies are realizing that it’s impossible to get to that “system of intelligence” level today when they’re stuck in vendor-specific “system of engagement” silos (whether CRM, MAP, ABM or wherever). They’re realizing that a CDP is required to provide a single customer view and deliver the intelligence about how to best engage in order to make the engagement platform more effective. This will be the battlefield of the next decade. 

Many have tried to solve the challenge with data warehouses or data marts that they build internally. But clients are increasingly seeing that while this may be useful for internal reporting and stewardship, when it comes to real-time sales and marketing use cases that evolve rapidly, they require a full-featured CDP that comes packaged with the right data, can be tailored for each customer’s needs and can be up and running in weeks. So, I believe that CDPs in B2B will become a key component of the sales and marketing stack to complement engagement platforms, which is why there is such interest in the space from both clients and vendors.

]]> (Brianna Ruback) Industry Insights Fri, 28 Jun 2019 10:00:00 -0400 Launches Intent Data Solution For Contact-Level Insights Source: unveiled Contact Level Intent Data, which is designed to help marketing and sales teams identify key decision makers who are actively researching a product or service.

The solution is positioned to use publicly sourced data to provide full contact details for active buyers, while remaining GDPR compliant. This data can then be used by marketing and sales to drive ABM, enhance nurturing, reduce churn and more.

“Intent data has been a black-box mystery for too long,” said Ed Marsh, CRO of, in a statement. “Not only do we believe that knowing who is active is more important than what companies, but we also are focused on providing granular context and control to maximize value across use cases, and data that doesn’t potentially conflict with terms of service at the source.”

]]> (Elise Schoening) News Briefs Thu, 27 Jun 2019 14:06:07 -0400
Turn Your Data Points Into A Data Picture Turn Your Data Points Into A Data Picture

/“But how do you know it’s working? Show me a dashboard.”

You’ve been there. I’ve been there. Whether it’s your CMO, head of sales, CEO, or just that curious little reporting angel on your shoulder — we all want proof that our marketing is having an impact.

Here’s the problem: you know there are dozens of touch points between your marketing campaigns and every buying center that ultimately closes business with your company. Sometimes hundreds. But between click-through rates, opens, web visits and a whole mysterious black box of offline stuff, it’s still a struggle for us to communicate the value of our marketing programs on pipeline and revenue.

And most of the tools we use today — from marketing automation to custom dashboards — are all focused on minute interactions with individual people (inherited from the lead-based attribution that relies on a cookied form fill and known contacts, and the B2C bias that runs through most digital marketing tools).

But using tactical micro-metrics like cost per click (CPC), cost per lead (CPL) and click-through rate (CTR), and on-page optimizations is like looking at a Seurat painting up close.

You can count the dots, but it won’t help you see the whole picture.

Screen Shot 2019 06 20 at 3.51.25 PMToo often, B2B marketers end up in this scenario: you’ve measured everything. Your UTM hygiene is pristine. You track CTR, CPC and CPL on every permutation of channel and content or ad creative. And you optimize constantly, culling out underperformers and iterating on your superstar content.

But no matter what you do, your tiny tweaks never quite seem to add up to a more efficient funnel (and no one beyond the digital marketing team really thinks they matter). Somehow, you always seesaw between quality and quantity, and those optimizations don’t shake out downstream as better opportunities, faster sales cycles, or any improvement in opportunity-to-close numbers.

So, let’s start by admitting it’s not just you. Actually, it’s very possibly a problem with the way you’re measuring success — by hyper-focusing on the small stuff, you may be inadvertently losing resolution on the bigger picture.

Manage What You Measure

If you’re measuring minutia, you’re going to be focused on minute optimizations. That’s fine if you’re selling high velocity, ecommerce or consumer, but that’s not B2B.

B2B buyers are signing up with you for the long haul. Their livelihoods depend on your product working, so they need to trust you deeply. This applies to your expertise, ability to deliver and ethics.

Start Fixing It By Measuring The Right Things

The account-centric measurement mentality is designed to pull you out of the weeds, so you can understand the impact of complete, coherent, cross-channel programs, not individual ads and campaigns. This is accomplished in two ways:

  1. Turning anonymous web traffic into known account traffic, so you can quantify overall program impact. According to Gartner, there are 9.6 people in today’s average buying committee. How many contacts do you typically have on an opportunity? I’m willing to bet it’s not 9.6, so odds are high that there are a lot of phantom influencers who aren’t getting enough of your attention (and who can slow your deals down unexpectedly late in the game).
  2. Making it possible to track and communicate the revenue impact of higher-level programs across your organization and for yourself. By elevating the importance of open and closed pipeline value, sales cycle time and quantified engagement as the most meaningful leading indicators of true account interest, you’re able to communicate outcomes to everyone in the organization, in terms they actually understand and can get behind.

Get To The Metrics That Matter

By using newly-available, account-level web traffic data in this funnel, you’re able to focus in on exactly the metrics that mean something:

  • Engagement, not leads;
  • Opportunities (also not leads);
  • Revenue (real deals closed);
  • Deal cycle time; and
  • Average contract value.

Revenue Measurement Drives Confidence, Which Encourages Bold Moves & Big Wins

We all know leads can be a little wishy-washy. But one thing that doesn’t lie is cold hard cash — that’s real revenue. And if there’s one thing revenue wins lead to, it’s confidence.

When you’re confident in your reporting, and know it represents what’s really going on with your programs, you can commit to bold ideas and big bets.

And ultimately, that’s my brightest vision for B2B marketers — a future where more of us can make bigger bets on memorable experiences, and easily understand the payoff of those bets so we can iterate and make more. But in order to get there, we need to use our data points to create the full, big picture first.


Janet Polyakov is the VP of Product Marketing at Terminus, where she runs sales enablement, digital marketing, content strategy and more. She has also served as the Director of Global Growth Marketing and Senior Manager of Acquisition and Retention at Matterport.

]]> (Janet Polyakov, Terminus) Demanding Views Fri, 21 Jun 2019 09:00:00 -0400