Earlier this week at the B2B Marketing Exchange (#B2BMX), Iron Mountain’s Director of Global Marketing Operations and Automation, Leslie Alore, began her presentation with a very salient slide (see below).
Like many B2B organizations, the marketing team at RES – a global provider of technology that creates, automates and secures the digital workspace – has been tasked with creating a scalable, global demand generation machine.
“Global demand generation machine” sounds nice, doesn’t it? It implies sophistication with impact (in a marketer-speak kind of way). Most importantly, however, it highlights a growing requirement among B2B marketing orgs to participate directly in revenue creation.
I could write thousands of words on why manual lead-list processing weighs down demand marketing efforts, slowing lead velocity, delaying prospect follow-up, diminishing customer experiences and stalling revenue growth – and how Integrate’s software helps eliminate these obstacles.
Marketers these days work diligently to establish strong inbound marketing programs that, more often than not, boost awareness and generate a solid sales pipeline. However, as is so often the case in B2B marketing, after several quarters of surging results, inbound results slow and in many cases growth plateaus.
I use terms like “forward-thinking” and “innovative” a lot. And I’ll admit, it’s sometimes hyperbole (after all, if I weren’t hyperbolic from time to time, I’m pretty sure I’d be booted from this particular profession).
Though in the case of Iron Mountain, I can confidently say that its marketing team is very forward-thinking…even innovative. Take a quick look at its marketing technology stack and you’ll agree.
To Five9’s Demand Marketing team, customer experience comes first. And the team ensures great experiences through an innovative mix of persona segmentation, content development and one of the most advanced marketing technology stacks I’ve seen.
All of which are strategically designed to obtain accurate and actionable data used to deliver relevant messages that impact the organization.
According to Doug Sechrist, Five9 Vice President of Demand Marketing:
Conversations with customers are one of the most rewarding parts of my job – I always come away with new, insightful information. That’s not to say that feedback is always good news; there have been plenty of times that customer-provided constructive criticism has fallen on me like a grand piano, but even that’s useful because it provides new challenges on which to focus my efforts.
What’s even better, however, is when you come away from customer talks with new knowledge about how your product provided solutions you didn’t even know it was capable of. Information is always a good thing, but accolades for a newly discovered strength is an awesome thing. The latter is what we gained from a recent discussion with Kenan Frager, TIBCO’s head of advertising for worldwide demand generation.
Marketers have more data at our fingertips than ever before. It’s coming at us from all angles. With our demand and lead generation efforts, we typically have dozens (or more) of third-party media partners and fulfillment sources generating leads or syndicating our content, sending us streams of prospect data. We even capture data from our webinars, events that we sponsor, or lists that we buy.
We’re constantly on the lookout for new industry influencers and practitioners to interview, and one name that kept popping up among my colleagues was Alexa Bleecker, Trusteer WW Demand Generation and Digital Marketing. Unlike most other Marketing Operations practitioners, Alexa started in an Ops role. She didn’t migrate as it grew into its own discipline (that is to say, she didn’t carry over any bad pre-digital habits like the rest of us). And this gives her a distinct perspective on the role’s evolving challenges and opportunities.
Many companies struggle with measuring content marketing effectiveness. Unlike other marketing activities, there’s not a single set of definitive metrics. This is due largely in part to the variety of outcomes content marketing is expected to deliver.
According to Content Marketing Institute’s 2014 benchmark report, B2B content marketers named their top goals as brand awareness, lead generation, customer acquisition, and thought leadership, respectively. These top four goals were named by more than 65% of respondents.