ABM – SiriusDecisions Roadshow

High performance ABM teams are:

  • more likely to personalize
  • more likely to spend more on tech

CMOs want to provide a better customer experience; technology is considered the top constraint. (Very interesting – we, as an industry, might have made some progress with “people and process” over the years to find the technology our top constraint 🙂 ).

The question of opportunity creation started to appear when the Demand Unit Waterfall was introduced, as some of early adopters of the approach even removed lead object from their SFDC. This thought process now evolved into several step leading to marketing responsibility for the opportunity creation.

A larger picture of the slide (below)

Would marketing organizations change to take advantage of the new opportunities? SiriusDecisions observing a closer move of marketing and marketing operations.

Another great image of the Demand Unit Waterfall

Webinars, webinars…

On24 Chief Webinerd emphasized evolution of webinar programs into serialized programming.

Currently, most of webinar attendance is driven by email. In the future, webinars might become a subscription channel. (I must admit I doubt it would be the case… Webinars is one of the channels to deliver a content related to a certain topic, and the person should not have to “subscribe” for each channel independently when he or she would like to see a content on this topic. But I might be wrong 😉 ).

Interesting: average webinar viewing time is going up.

Case Study webinars are useful for sales: “I have a couple of companies like yours…”

Interesting: industry-based webinar “segments” did not work for On24. Could it be because webinar platform need is similar across industries? (Cyber security in my experience also did not rely on industry verticals, beyond “this industry must have $$ to spend on security…,” as the concern was identical across industries.

Video webinars seem to be challenging for some organizations, which do not invest in studio setup and qualified personnel.

Interesting usage of calls to action below

And a promotion of the next webinar in the series

Interesting combination of slides, questions, and video below

A possibility for bottom of the funnel approach (below): a video with the demonstration of the product use, additional materials, and Q&A.

And Customer Marketing example

Buyer’s Journey with PathFactory example

As a former user of PathFactory, I miss the functionality dearly!! The platform also evolved during the last year to give better view to the sales organization based on the contact and account level.

Fireeye, a PathFactory customer, found enthusiastic support in the sales organization for its new tool. Sales were supportive and excited: “This is something I’ve been asking about for years.”

The data is aggregated on the account level (beside a robust individual level) and presented in SFDC for sales convenience. PathFactory aggregates contacts associated with the account, known visitors, and also unknown visitors (screenshot below).

An individual engagement insights give an at a glance view of which pieces of content an individual accessed and how much time had been spent reviewing the asset.

PathFactory can also automatically serve as an internal “resource library,” which allows to easily find content items associated with a specific persona, stage of the sales cycle, etc.

Excellent event!

Top Four Things to Do Differently in 2020 to Accelerate Growth

Dun & Bradstreet hosted a wonderful breakfast event for local marketers, where we learned insights from an industry research and reviewed examples how other companies are solving business challenges at the intersection of strategy, content, technology, and data.

Some of the insights:

  • Despite all the efforts from both sides, Sales and Marketing alignment is not there yet, because the data is not connected.
  • And when you have all data you need… the most important question is how to find an insight related to revenue? This is the “last mile of the data.”
  • As prospects prefer to do their research longer before reaching out to the sales person, this “education period” is filled with content. However, content does not meet customer needs.

Interesting: ROI-based info is valued at the beginning of the sales cycle

As always: prospects want to see insights backed by research

Technology: “You need to talk about the business… not only technology, but the business issues your technology allows to address…”

Interesting perspective: Infographics can help to explain contrasts (before and after).

VidYard has video personalization – check (note to self 😉 )

70% of B2B consumers find that the materials companies offer are more focused on style rather than substance. Can companies transfer their energy and resources invested into style to the area of substance to avoid wasting resources? 🙂

Business buyers don’t buy your product, they buy into your approach to solving their problem

What kind of content do B2B buyers want?

  • 79% want content tailored to their industry, role, or department
  • 74% would like to see content that showcases their country or region
  • 71% prefer content showing that the vendor understands their business or industry conditions

Creative ideas: cartoons can be used to poke fun on industry frustrations. Cartoon-based LinkedIn advertisement performed 3x of an average ad (the audience noted that the performance in this case is not related to inquiries, but a purely awareness metric – clicks).

Example: Thomson Reuters Transformation

Thomson Reuters was organized as a collection of multiple business units pursuing the same customers with different products, which was, understandably, confusing for customers. Product-based organization resulted in multiple instances of CRMs and Marketing Automation, and multiple data repositories. The company reorganized around the customer, starting with merging all business unit-based marketing groups into one entity. Only after this change the consolidation of technology and data became possible.

As this step was implemented based on an executive mandate, the change generated little resistance from the organization. However, how exactly the processes and technology can merge generated more questions. Some business units were more advanced in their use of marketing technology and data, and, in some cases, they had to take a step back to align with the rest of the company.

Excellent event!

Book – The Formula: The Universal Laws of Success

This fascinating book explains the “why” behind many intuitive questions we might have about success. All of us observed seemingly strange distribution of the success in different areas of our lives. Now, with the help of data, we can understand the forces behind this phenomenon. We have an advice which can help our products, companies, and even personal endeavors to reach higher potential.

We also have a choice. We can chose industries, projects, and paths where some of the laws are more likely to be effective. Plus, a little encouragement with solid scientific base that our personal innovative abilities do not disappear with time as we grow older.

Blomberg summary provides an excellent outline of the book, including some of the most colorful examples.

Five laws of success:

  1. Performance drives success, but when performance is immeasurable, networks determine success.
  2. Performance is bounded, but success is unbounded.
  3. Fitness x Previous Success = Future Success.
  4. While team success requires diversity and balance, a single individual will receive credit for the group’s achievements.
  5. Success can come at any time as long as we are persistent.

The last law is the most encouraging. Even if more “success” in scientific and business world can be “allocated” to young people, it correlates with productivity. Young people are more productive in trying, but a statistical probability that the initiative could become successful is exactly the same. The author’s Ted Talk on the topic articulates the point with lovely humor and impregnable data.