Does the perfect B2B marketing technology stack exist?
According to the State of Marketing Technology 2018 report, 69% of respondents believe "the perfect marketing stack does not exist yet." And if you're waiting for it to happen, don't hold your breath. The "perfect stack" will never exist. There is no one-size-fits-all when it comes to B2B marketing technology. Each organization must build a solution that fits the specific needs its business.
It's not a matter of the biggest stack with all the bells and whistles; it's a matter of building the best architecture to align with your strategy and meet your marketing goals.
According to the 2018 Demand Generation Benchmark Survey Report, 28% of marketing orgs have revenue-based quotas, and nearly half of them are expected to source more than 25% of closed-won revenue. But for some marketers, the idea of being accountable feels like an insurmountable mountain they're not prepared to climb.
The 2018 Revenue Marketing Game Changers recently shared strategies that helped them create revenue-accountable organizations, along with some of the challenges they faced as they set out to drive transformation. We've compiled their advice into a 100-page eBook so you can be better prepared to get revenue-focused.
The quantity-to-quality shift permeates today's B2B marketing landscape. Demand generation organizations are no longer measured by the volume of leads generated. According to the marketing leaders interviewed for the DemandGen Report's 2018 Benchmark Survey, 63% of marketing teams are evaluated based on lower-funnel metrics like MQLs, SALs and pipeline influenced.
Consequently, 73% of marketing organizations state that focus on lead quality over quantity is their number one goal in the year ahead.
Integrated marketing campaigns are not a new concept; nor is the idea of delivering a consistent customer experience across channels, tactics and funnel touchpoints.
Integrated marketing organizations not only enjoy a connected ecosystem of tools and tactics, but the consistent brand experience of an integrated marketing program builds trust with prospects as well. While the volume and variety of channels used in B2B marketing campaigns have evolved significantly in recent years, the value of customer trust and authentic relationships has only increased.
If your marketing charter is anything like ours, you've got some massive goals ahead of you. Your team is likely tasked with engaging the right decision-makers at target accounts, generating a specific number of opportunities and impacting a defined revenue goal. But what do you do when you face challenges hitting your mile marker targets for marketing-qualified and sales-qualified leads (MQLs and SQLs)?
When expectations are steep and time is short, it's important to leverage the best performing demand generation tactics that can reach qualified audiences at scale and gain traction quickly.
Because let's face it... influencer marketing is the long-game and creating premium webinars takes a lot of resources. So even though they may be some of your highest-converting demand generation strategies, they can't be your go-to tools when you’ve only got a quarter to generate full-funnel demand.
You need digital campaigns that you can get to market quickly and scale based on budget.
70% of demand generation marketers say their budgets will grow this year, according to DemandGen Report’s 2018 Benchmark Survey Report. Simultaneously, 63% of respondents to the same survey said their company’s revenue would grow by more than 20% in 2018.
The idea of the “right” B2B marketing strategies has evolved significantly over the past decade. 68% of B2B marketers rank in-person events as a key engagement tactic, according to the survey, while 67% point to email marketing.
In 2018, demand marketers must be proficient at most, if not all, of the digital marketing disciplines at play in a modern B2B demand marketing strategy.
From the customer’s perspective, a great integrated marketing campaign shouldn’t feel complicated.
The Data & Marketing Association (DMA) defines integrated marketing as,
“an approach to creating a unified and seamless experience for [people] to interact with the brand…[across] tactics, methods, channels, media and activities.”
For a B2B demand generation organization, an integrated marketing campaign can span many digital and traditional marketing channels, personas and full-funnel touchpoints. With so many moving pieces, achieving a customer experience that feels “seamless” is far from simple.
The success of a demand generation marketer is no longer measured in just the quantity of news leads generated.
“A successful [demand generation] program is measured by the quality of those leads, what you’re able to convert to revenue, and the ability to prove your contribution to your company’s bottom line.”
B2B marketers are facing increased pressure to successfully orchestrate demand generation across multiple channels, generate new qualified leads that convert to opportunities, and attribute new revenue to marketing actions. While effective demand generation requires marketers to maintain a full-funnel mindset, knowing the specific actions and tactics to use isn’t always simple.
73% of B2B marketers interviewed by Forrester stated the term, “Account-Based Marketing,” (ABM) is used “inconsistently.” When the majority of B2B marketers are confused by the state of ABM, it’s not easy to understand which softwares to include for consideration in your technology roadmap for the year to come.
Let’s start by drawing some lines with Forrester’s own definition of Account-Based Marketing.
They write it’s a “B2B “strategy through which marketing and sales jointly obsess over how to pursue, establish, and grow long-term, highly engaged revenue relationships with specific customer accounts.”
ABM software is, for this discussion, any marketing app or technology which supports B2B marketing team’s execution of an Account-Based Marketing strategy. Specifically, all activities related to the identification and engagement of target customer accounts.
Feel like you’re drowning in marketing technology? You’re not the only one.
In 2011, only 150 companies identified as martech vendors. By mid-2017, MarTech Today reported the number had jumped to 4,891. Almost five thousand vendors now offer software and tools for marketing automation, CRM, lead generation, and many other processes and tactics.
Fast forward to 2018, and the tools needed to support a complex, full-funnel demand generation program can include several different integrated and specialized apps.