It’s time to be more outcome-focused.

 It starts with research

We start by actually talking to recently acquired closed-won customers (and closed-lost opportunities) to better understand their triggers, journeys, buying committees, selection criteria, barriers, and content consumption habits. Then we build ideal customer profiles (ICP) and buyer personas in an actionable manner so that we can finely tune campaigns and content for more demand and engagement. We look at the competitive and industry landscapes as well and we analyze all 1st, 2nd, and 3rd party data to supplement and validate our own research.

GTM Strategy & activation

After establishing our firmographic and technographic accounts as well as defined buyer audiences, we design compelling strategies - channels, tactics, journeys, messaging, content, landing pages, etc. - to reach and engage prospective buyers. Measurement strategy is most certainly included here. Implementation of the plan would involve executing the tactics, measuring results, and optimizing the strategy over time to achieve the desired outcomes.

Content strategy & dev

After ingesting all existing content, we map it against ICPs, buying committee roles, and journey stages. We analyze performance data to further identify gaps and to build the strategy. Sales teams are often involved in the process as well. From there, our team develops the necessary pieces, from white papers and ebooks to infographics and videos. For clients with in-house teams or agencies, we play more of an advisory role. Either way, we ensure that every piece of content has a job to do from demand gen to lead gen and all the nurturing in between.

ABM plays & orchestration

We see the process of account selection for ABM as being the perfect driver of sales and marketing alignment. We also see segmentation as one of the most critical components in building out any ABM strategy; we look at tiers, journey stages, ICPs, personas, intent data, technographics, etc. And we love to work with our clients to design experiments within the ABM platforms. Speaking of which, our team operates within them all, with 6sense, Demandbase, and Terminus being the most common.

Paid
Media

The media landscape has changed dramatically over the past decade which has huge implications for B2B brands. We can “narrow-cast” messaging to B2B audiences in far more channels than ever before, i.e., Connected TV. Our team of planners and buyers work within every channel (PPC, Social, Programmatic, Print, TV, Radio, Out-of-Home) and we invest in a best-in-class suite of tools/software to help plan, optimize, and analyze, including SRDS, Basis, and ComScore to name a few.

Marketing
automation

Marketing automation platforms are robust and getting more so every year. We help brands get more return on their automation platform investments (Pardot, Marketo Engage, Hubspot) by designing goal-based email campaign workflows, triggered emails, deeper segmentation and personalization practices, content experimentation, call tracking, lead capture, lead scoring, journey flows, etc.

Measurement / Analytics

You can’t improve what you can’t measure. This is why we’ve overinvested in software and people to help us demonstrate marketing’s impact on revenue. While we care about impressions, traffic, and leads, we’re far more focused on sales accepted leads, opportunities, pipeline, win rates, average contract value, lifetime value, and MRR. Our analytics teams are constantly visualizing the data from tests and experiments that our strategy team designs and they’re all about asking questions of the data that help inform the next strategy, content piece, or media plan rollout.

Voice of the customer

To help support teams anticipate and proactively solve customer problems, to help sales teams better understand how to effectively speak to customer pain points and objections, and to help with retention rates, we develop and deploy VoC programs. First, we collaborate on the vision and set the goals and then we select the appropriate systems to collect and store feedback, focusing on ease of use for the customer and organization/actionability for the brand. Then we institute processes so the team is clear on responsibilities. We finish by closing the loop with the customers who generously shared their feedback which often deepens the customer relationship.

Demand/Lead generation

Only 17% of the total buyer journey is spent interacting with sales and considering the average deal involves multiple vendors, any given sales rep has roughly 5% of a prospective account’s total purchase time*. This trend has only increased the need for top-of-funnel demand gen to help take accounts from problem-unaware all the way to product/brand-aware. With increased awareness, lead gen programs can then run more efficiently and yield better fitting, higher intent leads at an overall lower cost. And which sales organization doesn’t need that?!?

*Source: Gartner.com