Why B2B Marketers Should Benchmark Themselves For Optimization

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

As part of the first articles in our B2B marketing optimization series, we covered why you should optimize for the entire customer journey and common barriers to optimization success.

In this post, we’ll explain why you should benchmark your company’s own performance (using both internal and external sources of data) before starting out on your optimization journey.

Benchmarking helps to negotiate success tactics

All marketers have heard the adage “what gets measured, gets improved”. In that case, having at least a baseline of measurement helps to set goals for optimization.

However, understanding the degree to which something can be improved is critical. It allows you to determine what is realistic and achievable. It also helps you to prioritize efforts where the greatest impact will be.

Using external industry benchmarks and figures are often highly valuable in this regard – and also act as baselines if you aren’t able to access historical performance because it hasn’t been measured previously.

If you are looking at optimizing areas that need help from other teams, benchmark data will help demonstrate the potential impact of working together. Likewise, if marketing is set targets which are unrealistic, benchmarking helps to have conversations to negotiate over goals and expectations.

Benchmarking can identify bottlenecks across the customer journey

The typical B2B customer journey has many steps before a sale is even made. Inevitably there is drop-off at each stage of the process.

Benchmarking can help to identify where the bottlenecks and drop-off points are compared to the average. For example, if on-page conversion rates are lower than industry norms, this presents an opportunity for optimization. If the time between a lead being marketing qualified and sales accepted is excessive, optimization can work on improving that.

If there is excessive drop-off after initial sales meetings have been booked, marketing can look to provide content and campaigns to keep prospects at this stage engaged, with the aim of reducing lost opportunities.

Benchmarking helps to prioritize what’s important

There is potentially a huge amount of data available to B2B marketers today to help them gauge effectiveness. However, such a long list of metrics can easily become overwhelming.

Having benchmark data available allows marketers to identify where the quick wins and biggest levers are. Other areas of improvement can be put on to a longer-term list that can be actioned depending on resources later down the line.

Benchmarks from external sources can also be valuable in this regard because B2B marketers can all to easily pursue paths that might not pay off in the manner expected.

For example, NetLine’s 2019 State of B2B Content Consumption and Demand Report found that while marketers often target their content at the C-suite, individual contributors are downloading the most content – suggesting that marketers could benefit from prioritizing efforts on a wider buying unit.

Where to find benchmark data to plan your optimization efforts

The first place you should look is within your own systems to identify what data you have at your fingertips. Once you have this, you can look for external sources to identify what good performance looks like.

For webinars, ON24’s annual Webinar Benchmarks Report contains figures across a whole range of metrics, while our previous post on How to Measure Webinar Success contains some ideas on optimizing each.

Industry surveys and analyst reports are also a good place to turn to find data on anything from content preferences for B2B buyers through to lead generation figures.

Whatever metrics you choose to investigate, remember to keep in mind the customer journey as a whole. By doing so, you’ll avoid gaming singular metrics and make sure your efforts enhance the entire customer experience.

For more information on where your webinars stand in relation to your peers, download ON24’s Webinar Benchmarks Report for details on performance across the webinar journey – from registration and attendance through to always-on viewing.

Three Big Things You Need to Know About Marketing to Tech

The technology industry knows one thing well: it knows how to grow fast. But keeping up with growth goals isn’t easy. The clients tech organizations sell to — often tech companies themselves — are increasingly difficult to reach, communicate with and close. So when it comes to marketing to tech knowing how to engage pays.

There are a few reasons why marketing to tech is so difficult. Purchase decisions are largely up to the whims of buying committees — which are growing in size. Organizations considering solutions are searching for bespoke approaches. Finally, tech companies are looking for the complete package from a vendor — an easy experience from a vendor knowledgeable of pain points with a solution that addresses those pain points.

Over the past few weeks, we’ve examined the high-level changes affecting the tech industry today and how digital technologies and techniques can help marketers adapt to those changes. We also surveyed our tech industry clients about how they use webinars to realize their growth goals. You can read what they have to say in our report, “ON24 Webinar Benchmarks Report: Technology” or take a look at our infographic at the end of this blog post for high-level takeaways.

So, how, exactly, is the tech industry changing when it comes to buying from tech? Here’s a brief recap of what we found:

Customer Experience Is Critical

Having a best-of-breed product or solution isn’t enough anymore. Tech companies are looking for experiences that prove a vendor can also be a trusted partner that’s capable of navigating complex challenges, deliver results and keep up with the pace of change in the digital arena.

This means many technology companies must commit to building out, and improving on, their thought leadership content. With a better interactive experience in place, vendors can then, as Steve Jobs once said, “work backwards to the technology.

Anything-As-A-Service Is a Differentiator

But what kind of technology are tech companies looking for? Well, they’re looking for flexible technology that’s efficient and fast. More often than not, that means they’re looking for a Software-as-a-Service solution.

It’s easy to see why. SaaS models are known to cut down on IT costs, but they also power digital transformation efforts and respond to market demands. In fact, the model is so popular that 70% of companies say SaaS (or its brethren Everything-as-a-Service) is “very” or “critically” important to business success.

But SaaS is a crowded field. A recent survey found that more than 7,000 individual SaaS solutions in the marketing space alone. To differentiate, companies need to position themselves as a small, but integral, part of their client’s larger whole. Vendors need to be able to integrate with other SaaS solutions, inform customers of improvements and updates and continuously demonstrate how their solution can help accelerate a customer’s business.

Buying Committees Demand Better Content

All this adds up to the demand for better content. But better content doesn’t necessarily mean more content. Vendors selling to technology companies need to have a keen understanding of their audience — often buying committees — and adjust their work accordingly.

Vendors need to accommodate the concerns of a range of different stakeholders when selling to a technology company. That’s because buying decisions often boil down to buying committees. These committees often consist of cross-functional teams and members, each with their own concerns and interests. Creating content appealing to multi-level roles isn’t easy and is the top challenge facing 68% of organizations selling to tech.

The solution is a combination of content marketing approaches. Thought leadership should be front and center early on. Third-party validation pieces from surveys, reviews and studies are also critical for success. Finally, marketers selling to tech can increase their odds by focusing on three main content areas. First, develop and maintain a robust buyer persona map — one which gives a thorough assessment of a buyer’s needs, motivations and concerns. Second, prioritize educational content over messaging content. Third, develop content that builds customer loyalty and continues the conversation as they use your product.

To learn more about what it means to market to technology today, download “ON24 Webinar Benchmarks Report: Technology.”

What Are the Barriers to Optimizing the B2B Customer Experience?

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

Our previous post on the theme of B2B marketing optimization made the case that marketers should optimize for the entire customer journey – not just the part that happens before the handover to sales.

Taking such an approach can drive optimization in a direction that focuses not just the metrics of a single department, or even on the metrics of a single company. Instead, the approach can change to one that puts the customer first.

Why the speed of technological change makes a focus on the customer essential

Editor of chiefmartec.com Scott Brinker has described a conundrum that is present within businesses today – namely that while technology changes at an exponential rate, organizations change logarithmically. This phenomenon has been dubbed Martec’s Law.

What this means is that although marketing is improving all of the time, the gap between expectations and practice keeps on getting wider.

Brinker suggests that one solution to this issue is that marketers need to “ruthlessly prioritize” what changes they need to make.

If companies don’t change in this fashion, there is a risk they will join the rapidly growing cohort of companies that are disappearing.

In terms of the theme of optimization, focusing on the customer and their experience provides a lens by which we can ruthlessly prioritize any efforts.

A survey of more than 12,000 marketers by Adobe and Econsultancy found that companies with a “very advanced” level of customer experience were almost three times more likely to have exceeded their business goals “by a significant margin”. So it comes as no surprise that the same report notes that the top priority for B2B marketers in 2019 was optimizing the customer experience.

That being said, there are a number of likely hurdles that B2B marketing leaders will have to overcome to make sure they can effectively optimize the customer experience across the entire buying journey.

Indeed, a customer experience study by Harvard Business Review Analytic Services found that about half of marketers are struggling to use technology to create experiences that are the same as face-to-face interactions.

Four key barriers that marketing leaders need to remove

1. Siloed incentives and targets

The standard revenue model for B2B organizations typically divides up targets based on the various stages of the customer journey.

For example, the most commonly used metric for marketers according to a study by Demand Gen Report is the MQL. After this, a sales development team might then be targeted on new opportunities or meetings booked, while more senior sales team members are then actually targeted on the number and value of closed deals. Customer success teams might then focus on renewal volume and value.

These are all worthwhile metrics to optimize for. However, in the absence of joint incentives, each team might work separately to game the figures they personally are responsible for in a given month, quarter or year. Marketing might chase MQLs that are unlikely to result in sales; sales development team members might book meetings that aren’t qualified; salespeople looking for a bonus might ignore a swathe of opportunities in pursuit of deals they can close quickly before the month-end; customer success teams only reach out a few weeks before renewal. Put together, this can lead to a disconnected experience, which ill-thought-through attempts at optimization might actually exacerbate.

Backing this point up is the fact that, according to the Harvard Business Review study, having a siloed organizational structure is the most commonly-cited barrier to more customized customer interactions.

As such, B2B marketing leaders need to get buy-in and joint ownership for shared objectives from the very top.

2. Poor relationships with sales and customer success teams

Siloed incentives and targets are often both caused by and a cause of ineffective relationships between teams responsible for revenue. When teams are also split physically, nurturing and improving relationships can be a further struggle.

So how can relationships be improved? In our post on making your marketing team more agile, one of the discussed approaches was to adopt the eight-step change model proposed by John Kotter.

After creating a sense of urgency, the second step is to build a coalition of people that can help drive through change in different departments. Look to identify colleagues in different teams that are open to optimizing the whole customer journey and can evangelize on your behalf in their own teams.

3. Disconnected data and ineffective technology

When it comes to optimizing the entire customer journey, another common challenge comes down to disconnected data.

If it cannot be ascertained which efforts earlier in the customer journey impacted on the deals that closed or the renewals won, a holistic approach to optimization becomes difficult to develop.

Even if data on each customer touchpoint is captured, if your technology systems such as marketing automation and CRM do not bring this together, identifying the opportunities for optimization can become at the best case tedious, and in the worst case it can lead to the wrong conclusions.

Overhauling a technology stack can be a daunting process, so instead, marketing leaders should look for areas that can bring rapid improvement. Identifying a small number of data fields such as the lead source or marketing campaign IDs that can be included within CRM systems, or sales opportunity stages and values that can be passed back to marketing automation platforms, can help greatly in choosing priorities for optimization. ON24 Connect provides an easy way to pass data from webinars into both CRM systems and marketing automation platforms.

You might find out what campaigns and content really drove results, and which need to be either optimized or revisited.

4. A lack of accurate customer insight

Even if you have shared targets, great relationships and a marketing technology stack that captures every single possible data point, it’s still possible that the customer intelligence you have is limited, or captured only in the heads of those that have direct contact with them.

Make sure that you are speaking with both your customers and also the prospects that chose not to buy. Webinars are of course one way to do this, but there are other methods too. Surveys, phone calls, interviews, or even just a meeting for coffee can help to identify which parts of the customer journey were lacking – and as a result, find out what can be optimized further.

For further information about how you can use technology to improve the B2B customer experience, download the HBR report to understand how you can best reach your next generation of customers in today’s always evolving digital age.

Why Marketers Should Help Sales to Always Be Closing

During this month’s Insight50 webinar, we’ll discuss why marketers should help sales to always be closing. Sign up to the session to get all your questions answered.

Almost everyone in sales and marketing will be familiar with Alec Baldwin’s famous blackboard lesson to a beleaguered and desperate sales team (warning – some strong language in the clip below).

But while marketers might spend much of their day on the AIDA, it would be well in their interest to look at the ABC – even if they aren’t in the running for the Cadillac or the steak knives.

So while you put that coffee down, here are three reasons why it pays to help sales to always be closing.

ABC helps to build stronger relationships with sales teams

Marketers often complain that their relationships with sales teams leave much to be desired. But at the end of the day, all that matters is the revenue and closed deals that a company can achieve in order to keep the lights on and generate a profit.

Salespeople are always under a lot of pressure to make their targets, both to achieve the upside of a bonus and to avoid the downside of being shown the door. While providing great leads is an excellent start, anything extra that marketing can do to help their colleagues will inevitably build a stronger working relationship.

As a result, these salespeople will pay back the favour, making sure marketing gets credit and acknowledgement where it’s due and providing assistance to marketing to help meet their own targets.

ABC increases marketing’s share of weighted pipeline

Opportunities within the sales process are often labeled as either being marketing-generated or sales-generated. But if the marketing-generated opportunities don’t make their way down towards the final stages of the sale, their value becomes limited – and as such, marketing’s value isn’t counted as strongly.

By helping edge opportunities towards sale and over the line, marketers increase their value to an organization. Furthermore, there’s the chance to make sure well-qualified leads don’t get left behind as the sales team chooses which opportunities and accounts to focus on.

ABC will strengthen your own career

Lazlo Bock, Google’s former SVP of People Operations, once described the perfect formula for a winning CV or resume. That was to state your achievements using the following structure:

Accomplished [X] as measured by [Y] by doing [Z]

Helping colleagues in sales to close deals will help to assign both a monetary value to your achievements and provide a list of brand logos. Whether you’re applying for a promotion or a new role, demonstrating the value you have brought to the revenue process in such terms will allow you to stand out among the competition that can’t boast such achievements.

Furthermore, as some firms look to hire Chief Revenue Officers instead of Chief Marketing Officers, these achievements will demonstrate your ability to reach across the entire customer journey.

Want to learn more and get your questions answered? Then sign up to the Insight50 session on “How Marketers Can Help Sales to Always Be Closing”.

Why B2B Marketers Should Optimize for the Entire Customer Journey

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

Earlier on the ON24 blog, we looked at what is optimization for B2B marketers and why it is important.

In this post, we make the case that when it comes to optimization, focusing on just the early stages of the customer journey is unlikely to be the most effective.

Optimization needs to be aligned with how customers take their journeys

The previous article touched briefly on how the customer journey for B2B purchases differs to those within B2C.

While those selling to consumers often only have to deal with a single individual and can manage almost their whole experience through the website, B2B marketers have to contend with multiple people in a buying unit, lengthier and more complex sales cycles, and the fact that the ultimate point of revenue is looked after by departments other than marketing – those being sales and customer success (i.e. post-purchase and renewals) teams.

Buyers and buying teams also do not take linear paths. Instead, they choose their own journeys by interacting with a mixture of self-service content and conversations with people, as illustrated in the image below from ON24’s e-book on The Engagement Imperative.

Customers and prospects don’t care about singular points and events

In marketing, the measurement of performance often comes down to a single event or trigger. For example, when a lead form is completed or a prospect passes a lead score threshold that makes them qualified for sales.

It might be tempting for marketers to simply look at optimization in terms of only their targets – for example, the number of MQLs generated or the total value of marketing-sourced pipeline. However, buyers don’t see their process as being defined by your company’s own processes or departmental siloes.

These targets might help align processes and actions internally, but the customer doesn’t care about crossing such arbitrary thresholds.

As such, B2B marketers looking to make a real impact need to approach optimization from the customer’s perspective. This means looking at each part of their journey and finding out how to improve it, regardless of whether that step is typically owned by marketing.

The mindset around optimization needs to be wide. And if marketing is supposed to ‘own’ the customer experience, their responsibility cannot simply end when there is a handover to sales.

The whole customer journey has value

Because the whole experience of interactions between a prospect or customer influences their decision to ultimately make or influence a purchase decision, optimization needs to look at the journey in its entirety to have the most significant impact.

Furthermore, because retention is almost always far cheaper than acquisition, and because existing customers make the best advocates, any approach to optimization should look across the entirety of the customer journey.

A three-stage approach to the customer journey

So how can B2B marketers tackle this complexity without inducing too much confusion? Your organization may already have customer journey maps that break down each stage. In this case, that framework may provide a good start when it comes to optimization.

If you don’t have buyer journeys already mapped out, we recommend dividing the journey up into three stages for the purposes of optimization:

Stage 1: Acquisition

This part of the customer journey is the one traditionally associated with marketing. Questions to ask as part of your optimization efforts include:

  • What can we optimize to increase our reach across our total addressable market?
  • What can we optimize to increase coverage within target accounts?
  • How can we optimize our on-page conversion rates for landing pages and lead forms?
  • How can we optimize the research stage of the customer journey to encourage more content downloads and consumption?
  • How can we optimize engagement during webinars and other events to qualify prospects for sales?

Stage 2: Engagement and Conversion

This stage of the customer journey is typically owned by both marketing and sales, with the latter taking more control as the sales process progresses. Questions to ask here for your customer engagement marketing include:

  • How can we optimize the handover from automated marketing to direct sales content?
  • How can we optimize the self-serve experience even as prospects are speaking with colleagues in sales?
  • How can we optimize the interaction between salespeople and prospects?
  • How can we optimize the sales experience through content and collateral?

Stage 3: Retention and Loyalty

This stage of the customer journey comes after purchase. In many companies, the salesperson responsible for closing the deal then hands off to customer success or an account manager. Optimization questions to ask here include:

  • How can we optimize the onboarding experience?
  • How can we optimize how customers educate themselves and find out more about the product or service?
  • How can we optimize engagement for existing customers?
  • How can we optimize customer advocacy?

The posts over the coming weeks will explore these three areas in detail – and how webinars can be an instrumental part in optimizing the entirety of the customer journey.

If you can’t wait for our next posts, the 3rd session of the W.E.B.I.N.E.R.D. Education Curriculum is all about optimization. Sign up to get started and watch all previous sessions on demand!

Insight50: What’s up with B2B Marketing Operations?

This month’s Insight50 session will be on B2B Marketing Operations – Using People, Process, Tech and Data to Maximize Revenue. Whether your company is just getting started or you’re looking to take your marketing operations team to the next level, sign up to the session to get your questions answered.

Technology has provided B2B marketers with the ability to deliver results that would have been unfathomable a decade ago. A single marketer can reach many thousands of prospects and win their attention in just a single day’s work. But as covered in ON24’s e-book on The Engagement Imperative, it’s all too easy to use technology poorly – and switch buyers off as a result. Plus, with all the potential technology available, it can be a challenge to make the most out of what’s available.

The development of marketing operations has come about to help address this issue, but for many businesses it’s still early days. Ahead of the webinar, here are a few key points to provide some food for thought.

Great marketing operations can deliver a great customer experience

When thinking about marketing operations, it’s easy to think of the benefits that arise internally. Just a few might include:

  • Freeing other members of the marketing team to focus on messaging, creative and content rather than spending too much time on making systems work properly.
  • Using prospect data to automatically trigger timely and personalized marketing campaigns that increase the number of marketing qualified leads.
  • Having leads pass seamlessly and instantly to exactly the right salespeople.
  • Being able to connect opportunities within a CRM system back to marketing, helping to prove its value and contribution to revenue.

However, there’s another more important benefit – being able to deliver great customer experiences at scale. For example, effective marketing operations can help with the following:

  • Making sure that prospects and customers only receive high-quality communications, based on well-maintained and accurate data, rather than irrelevant approaches.
  • Enabling better conversations with sales and customer success teams by sending key insights and conversation points through to CRM systems.
  • Ensuring prospects and customers are served as soon as possible by reducing the workload on team members that need to engage with them.

Many B2B marketing leaders feel underprepared

Despite the potential that effective marketing operations offers for outsized results, a study by Sojourn Solutions and Econsultancy found that about one-third of senior executives at companies with marketing operations in place feel that marketing isn’t yet aligned to key business outcomes such as total revenue contribution, market share or customer lifetime value.

A contributing factor to this challenge is that only one-quarter of these senior executives feel their marketing operations teams “fully” possess the knowledge and skills to support all functions expected of them.

It’s more than the tech – the right people are critical

Even the best marketing technology doesn’t do the work itself. Connecting multiple different systems, ensuring that data flows accurately and aligning technology and processes all requires significant expertise. Furthermore, soft skills can be just as important when it comes to bringing together stakeholders from outside of marketing to help drive the best possible results.

Although building a top-performing marketing engine isn’t easy, when the pieces fall in place there can be outsized results. One only needs to look at examples such as Sage Intacct – which drives 50% of its pipeline opportunities through automated daily webinars – to see what is possible.

To find out more, and ask your questions, make sure to sign up to our Insight50 webinar on B2B marketing operations.

What Is B2B Optimization and Why Is It Important?

Earlier in the year, we covered the topic of scrappy marketing on the ON24 blog. The scrappy marketing series (and the accompanying B2B Marketer’s Guide to Scrappy Marketing) was about getting marketing done fast with limited resources, and finding out what works well — and what doesn’t.

However, there comes a point where once campaigns are up and running, reinventing the wheel doesn’t seem like the best thing to do. So what should marketers do in this scenario?

Optimization may provide an answer.

What do we mean by optimization in B2B marketing?

Unfortunately, the definitions for optimization that apply to B2B marketers might are somewhat lacking.

Merriam Webster defines optimization as “an act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible.” But while “functional or as effective as possible” might be applicable, there’s no way to define perfect — and as we covered in the first scrappy marketing post, pursuing perfection can often hold marketers back from doing anything at all.

The idea of conversion rate optimization has been commonplace since at least the early 2000s, with Moz defining it as “the systematic process of increasing the percentage of website visitors who take a desired action.”

But while that might be fine for businesses that transact exclusively online with just one buyer, the reality of B2B marketing means such a limited approach is simply too narrow.

Optimization in B2B marketing should cover all of the customer experience

For many B2C marketers, the customer is a single person, who more often than not is acting alone.

Things are more difficult for B2B marketers. As customers are businesses or organizations with multiple employees, there are often multiple people that must be marketed to — a critical factor contributing to the rise of modern account-based marketing.

The book The Challenger Sale covered how the number of people that get involved in a buying process has grown, with the latest analysis estimating that the average number of stakeholders may be greater than 10 individuals. Naturally, decision making is taking longer.

As such, the typical way in which B2B marketers measure performance — the number of marketing-qualified leads (MQLs) they generate — isn’t enough to truly impact the bottom line. A whitepaper download or simple handover to sales cannot be the endpoint of conversion.

Putting the customer first and optimizing the outcome of such a process needs a wider view and should not be simply structured around siloes of customer success, sales and marketing. It should start with understanding the experience of all stakeholders within a target account, ideally working back through their journey to find out where improvements can be made.

This is the reason why ON24’s W.E.B.I.N.E.R.D. curriculum goes beyond the basics of just driving registrations — touching on engagement, brand, insights, networking, experience, results and data. All of these areas can be optimized.

Why is optimization important – and critical to long term success?

At a simple level, optimization can help provide any marketer with some easy wins. By identifying key points in the buyer journey and making the process simpler, easier and of a higher-quality, marketing can increase its contribution to the bottom line.

But there’s also a bigger picture at play. The reality is that the length of time for which companies can enjoy success is shrinking. Analysis by Innosight has found that the average tenure for companies on the S&P 500 has shrunk from 33 years to 24 in 2016. By 2027, that length of time is forecast to be just 12 years. In the next decade, about half of these large companies are expected to be replaced by newer firms on the index. Companies need to change to stay competitive.

It’s also not just companies that need to change. Individual marketers need to optimize their own skills in order to maintain their employability in an increasingly tough environment. By bringing optimization into their own work, they will be able to demonstrate continued results even as competitors up the challenge.

In the short term, optimization is also important as key factors can change rapidly. Targets go up at the same time as the costs in acquiring new customers rise. Meanwhile, potential buyers disengage after being deluged with poor-quality marketing and sales outreach efforts.

The marginal gains of optimization add up

However, there is good news even among the challenges that B2B marketers are facing. Continually adding small gains adds up over time to an improved experience throughout the buyer journey – whether at the qualification stage, during an interaction with the sales team or even as they consider renewing or upgrading.

So stay tuned to the ON24 blog to find out how you can optimize your marketing, drive more revenues and stay above the pack.

Can’t wait to read the next post? Then sign up to get your W.E.B.I.N.E.R.D. Education and start to create the ultimate digital experience for your audience.

Insight50: Takeaways From Our Scrappy Marketing Session

June’s Insight50 session was on driving results with scrappy marketing – where we provided fellow Webinerds with 50 minutes of expert insight and answered the questions about your scrappy marketing.

Below is just a brief wrap up of insights from Marc Hansen at Workfront, Nick Melton at Verint, Simon Hurrell at The Croc – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Nearly all (91%) of this session’s attendees said they are feeling at least some pressure to deliver more results with fewer resources. That’s one area in which scrappy marketing can help — getting a campaign out quickly, with fewer resources, so you can see the results quickly and make necessary changes right away.

So, what insights did the panel members have to help marketers run their own scrappy campaigns? Here are just a few points they shared.

Why Should Marketers Get Scrappy?

Getting your marketing out there quickly and, perhaps, less perfectly has its advantages. Audience members said they are seeing reduced costs, more content and campaigns being launched and faster learning from their scrappy marketing campaigns.

For Marc’s organization, the emphasis is on getting more done, with fewer resources in order to get results faster.

“With my team, we try to enable a culture where it’s fail fast, right. We want to get more done. We’re being asked to deliver more with fewer resources. So, how do we move the needle for the business in the most effective way? It comes back to scrappy marketing, right? What are the things we can do to repurpose content, get more out of the assets we create and generate more responses and qualified pipeline for our businesses?”

While scrappy marketing is a go-to strategy for start-ups, larger organizations can benefit from the practice, as well – a point covered in our blog series where we discussed how to get your team to buy-in to scrappy marketing. Simon spoke about how large businesses can use scrappy marketing to test out changes they wish to undertake:

“For large organizations, it comes down to really wanting to change the culture within that organization. A lot of our clients are really ambitious with wanting to change, not only how its teams execute, but how the organization sees the value of markets or the bottom line. And scrappy gives us the ability to quickly test ideas and bring them to market without necessarily having a fully-fledged strategy that’s taken three or four months to build out with the right data and insights.”

You Need Data to Be Scrappy

The majority of webinar attendees say they assess the results of their campaigns as they come in or on a fixed schedule. Regardless of when marketers are looking at their data, the important thing is they are accessing it and looking for insights. According to Simon, you need data to do scrappy marketing properly.

“If we haven’t got data, we can’t work quickly. To do that, you need to have an agreement about what you want to measure at the beginning of your adoption for this methodology and making sure you’re then just refining and adding to that as it goes through.”

Indeed, there are many data points you can use to measure your webinar’s success. Nick’s has found that his organization has benefited from webinars in their scrappy campaigns because of the data they bring in, not to mention the continued benefits of the on-demand feature webinars provide.

“I can’t speak highly enough about what on-demand gives us. Coming back to that concept of repackaging and not being afraid to go back and use a webinar that’s six months old because the content is still going to be relevant.”

Three Quick Takeaways

After covering a lot of ground about being scrappy with your marketing, the panel ended with a few words of wisdom.

Marc focused on content and finding ways to make the most of what you have.

“I think it comes back to repurposing content and or different campaigns. I would think through what are the little things I can do to get more mileage out of this piece of content or this campaign, whether it’s a webinar or a white paper or an event. There are lots of ways to leverage content to generate more leads.”

Additionally, Simon reminded us that, to do scrappy marketing properly, it’s important to focus on a specific audience instead of trying to engage an array of stakeholders.

“Focus on one particular audience, really understand how you can engage them, what type of value add you want to bring to that particular engagement and how you want to move them forward. Don’t think about trying to cover every single scenario, in every single channel, focus on the channel where your audiences are and then make sure you will find something of value to give to them.”

Speaking more specifically about the international market he works in, Nick referred to something important that we learned just a couple of months ago from our Insight50 Simplifying International Marketing webinar and holds true when it comes to getting content out there quickly:

“In an ideal world, you would translate everything into French, Spanish, German, but the reality is, that’s not going to happen. So, don’t be afraid to have the end and assets in English, but make sure the email or the landing page is done in the local language.”

Hear more on our Insight 50 session

The quotes above are just a small sample of what was discussed and answered on June’s Insight 50 session. Make sure to register to watch on-demand and find out how your organization can take advantage of scrappy marketing.

Are Your Campaigns Stuck in a Marketing Rut?

During this month’s Insight50 webinar, we’ll discuss the phenomenon every marketer wishes to avoid but many still fall victim to – falling into a marketing rut. Our panel of marketing professionals will be answering all your questions and give you tips on how to avoid getting into a rut and what to do if it happens. Sign up to the session to get all your questions answered.

Has this marketing scenario ever happened to you? The B2B marketing campaign you’ve been running, quite successfully, has started to fizzle. Leads that were once pouring in, have slowed to a trickle and the engagement you once had with your audience has dropped off. Your marketing has fallen into a rut.

Avoiding falling into a marketing rut is something all of us marketers find challenging. There is a constant drive to keep campaigns fresh, to stay at least one step (preferably more) ahead of our target audiences while, at the same time, struggling to be heard over the constant noise created by competitors across several channels. Ahead of this week’s webinar here are just a few points to get you interested.

What are the signs you’re in a rut?

Chances are you won’t immediately recognize that your campaign has started to go stale. The changes might be subtle at first. Here are a few symptoms you and your team may notice:

  • Decreased engagement with your content or your emails
  • MQLs start to falter
  • Cost-per-lead or cost-per-acquisition goes up
  • Marketing-generated opportunities diminish
  • Conversions take longer and are more of a struggle

If your campaigns are starting to suffer from one or more of these afflictions, it’s quite possible your marketing is in a rut.

What can be done?

All is not lost if you fall into a rut. You may just need to shake things up a bit, marketing-wise. It could mean taking a fresh look at the accounts you are pursuing and deciding to approach new ones. Maybe it means, considering switching up who you are partnering with for your campaigns. Or finding new demand gen partners for content syndication. You may even explore trying new creative or even different channels.

Webinars can help pull you out of the rut

One of those new channels that can help to brighten up your B2B marketing is webinars. They are an easy way to freshen up your marketing and get in touch with a new audience or re-engage with an audience that may have strayed.

By their nature, webinars allow you to engage with your audience from the get-go and if the topic is something that is relevant to them and addresses pain points they are experiencing, they will engage. Not to mention they are always-on so new prospects can be directed to this content even after the webinar has aired.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on innovating free from the marketing rut.