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.

Feature Friday: Account Engagement Profile

Account-Based Marketing (ABM) has grown to become one of the most effective approaches to impact business growth. ABM deeply engages target accounts for better ROI while strengthening the sales-marketing relationship. Not only do companies using ABM generate 208% more revenue from marketing efforts, but 83% of marketers also say ABM increases engagement with target accounts, effectively making the marketing and sales process more efficient. 

ABM’s customer experience-first strategy enables B2B marketers to deliver the personalization needed to realize impactful growth. The ability to deliver that needed level of personalization is a robust, comprehensive view of those accounts’ engagement and interests. To enable marketers to understand their target accounts, ON24 developed the Account Engagement Profile (AEP). Key in scaling ABM efforts, the AEP is a cumulative report of all engagement from all individual prospects within the same business account. It compiles individual interests and interactions so marketers know what content resonates with the account. 

ON24 AEP details:

  • Account engagement metrics, such as average Engagement Score, total leads and more
  • Funnel Stages detailing the number of registrants and attendees in each stage of the buyer journey 
  • Recent content views and viewers of that specific content 
  • Recent interactions from each lead or prospect 

With the AEP in hand, ABM marketers are able to utilize these actionable insights to improve and deploy personalized campaigns that resonate with each lead and the entire account. 

If you’d like to learn more about ON24 Intelligence, AEP and utilizing engagement insights to concentrate on target accounts, please contact us. If you’re an ON24 customer, learn more about AEP in the Knowledge Center.

 

Jack’s Hacks: Three Big Tips for Driving Webinar Attendance

One of the most common questions we get here at ON24 is, “How do I get people to sign up for my webinar?” There are a lot of tactics and strategies you can deploy to encourage registration. But one of the more underrated angles, to me, is making the most out of the registrations you have. Focus, especially for nascent programs, should be directed to driving webinar attendance.

For any given webinar, you’re only going to get a set number of people who register. Not everyone who registers, however, will attend the event. Your goal should be to keep the number of no-shows to a minimum and entice as many of your registrants as possible to actually show up to your live webinar. There are two ways to go about this.

Webinar Attendance Generating Tip 1: The Giveaway

The first and the most successful tactic for us, the giveaway, also requires a bit of budget. But, if you can afford to hold a raffle or drawing with prizes every now and then, you can see great results. You can also encourage a bit of engagement as a part of your raffle as well. For example, you could ask attendees for questions on a given subject ahead of the event and draw a random winner from that cohort live.

Keep in mind that you don’t have to break the bank for prizes that draws an audience. We’ve given away t-shirts, headphones and other items that have helped to draw an audience.

Webinar Attendance Generating Tip 2: Adjusting Your Messages

By default, ON24 sends emails to webinar registrants two days before an event and two hours before. While this is a good standard to employ, we decided to change things up with our email messages.

We had our presenter, in this case, Mark Bornstein, write and send a reminder email the morning of the event. The message is simple and is there to encourage people to attend and remind potential participants about any promotional giveaways happening during the webinar as well. Sending this very simple email has had a noticeable effect on webinar attendance.

There’s also one more message we’re experimenting with — and that’s a reminder email email sent from the platform 15 minutes after the event has started. It may sound counter intuitive, but we’ve noticed a distinct spike in webinar attendees after we’ve sent the post-15 minutes message. With these slight tweaks, we’ve seen as much as a 10% increase in webinar attendance on certain events.

Webinar Attendance Generating Tip 3: Driving On-Demand Viewership

Finally, there’s the on-demand webinar element to consider. Remember the drawing/raffle experiment I mentioned in tip one? Well, we’ve been playing around with picking people a week or so after the event to boost on-demand views.

What we’ll do is send out two reminders telling no-shows  about the webinar they missed. We’ll also another message from the speaker a week later recounting the event and, if there was a drawing and no one claimed the prize, that there’s still a chance they won. We’ve some fairly good success with that tactic as well.

That’s all for now. Good luck webinaring, webinerds!

Why Attributing Customer Acquisition Is So Maddening for Marketers

This post was originally published on martechtoday.com. Shared with author’s permission.

We recently signed a major tech player as a client – a brand we were proud to add to our portfolio. As a marketer, I wondered what drove them to sign: was it our recent email marketing campaign? A new whitepaper? The 1:1 advertisement that made them take a demo?

It was none of the above. One of their employees saw us at a trade show six months ago and loved our presentation. It stuck with her half a year later when her colleagues were evaluating new webinar solutions. This is pretty typical human behavior: we have a thought, file it away and don’t revisit it until the topic is raised again.

But this is maddening to marketers, who expect things to unfold sequentially. We’ll contact a prospect, usher them through each stage of the funnel, nurturing at every turn, and they’ll become a customer. Then we can see what converted them – which marketing tactic we can “attribute” to the sale, so we can invest more in what’s working. The rise of data-driven marketing has made us want to attribute marketing tactics to sales. But that doesn’t account for what you can’t measure. And it certainly doesn’t mean you should pour all your resources into a few tactics.

Imagine going to a symphony. You’re enthralled with a trumpet solo and spend the rest of the evening listening specifically to the brass section. But would you leave the performance wanting to hear an orchestra of just horn instruments, without the strings, percussion, woodwinds and keyboards? I doubt it.

Marketers too often double down on one section of the orchestra, one segment of their marketing strategy. We forget that converting a prospect at your user conference disregards the long email nurture campaign that got them there in the first place. The article your PR agency secured drove people to your website, but it was the download of a customer case study that got you their contact information.

Fifty-six percent of marketers say attribution is important; another 33% say it’s nothing short of critical. Unfortunately, it’s not that simple. The problem is not that you shouldn’t look at attribution, but you shouldn’t have the mindset that you are in control as a marketer. The trend toward attribution creates a mindset that marketers simply need to develop a formula and they’ll reap the benefits.

I just don’t think our prospects are so simple that we can accurately credit one touchpoint for triggering a complex buying decision. We create these internal formulas for multi-touch attribution, claiming they’re nuanced. But these formulas tend to illustrate what we are prioritizing rather than what’s influencing our customers – marketers weigh these formulas according to what’s most important to us.

Marketers should use attribution reports to assess trends and relative impact, absolutely. But it’s a slippery slope to draw big conclusions from absolute numbers. For example, comparing the win rate of deals that include one type of touch versus another is reasonable. But concluding that one specific touch-type drove a certain amount of pipeline – solely on its own – is not. Some channels may see less conversion simply because there is more competition on that platform from your peers. Or the problem could be your execution rather than the channel itself. An attribution report can’t tell you why a tactic is underperforming, so that’s where marketers come in. It’s on us marketers to be able to analyze and to optimize our efforts, place multiple bets on different channels, and trust that what we cannot measure will pay long-term dividends.

For my company, that meant taking some resources away from digital programs and putting them toward human-based evangelism. We launched a global event series, created dedicated customer workshops, live events and internal marketing programs aimed at key strategic accounts. These are bets we place trusting they will work out – even if it’s difficult to measure. We’ve hosted dinners so customers can network with their peers and learn new ways to leverage our solution. We’ve worked to “pay it forward” by doing testimonials and case studies for solutions we use in the marketing world. We try to cultivate true relationships with advocates and turn them into lifelong ambassadors.

Don’t get me wrong: I love data as much as the next marketer. But its seductive power is in making us think it can measure and control everything. It simply can’t. And if it did, why would we even need marketers? You could just automate the campaigns that work best for your company and get the results.

It’s not that attribution doesn’t add value. It’s that we marketers add a whole lot more. That conversation over dinner in which you truly connect with a customer and understand their distinct needs – the value of that can’t be entered into Salesforce. You can’t measure how quality customer service or personalized marketing content creates a brand ambassador who spreads the virtues of your solution to their peers through word of mouth.

Data can only measure the quantitative, but the qualitative marketing and real connection is so much more important than an open or click-thru rate. And the qualitative cannot be measured. So the next time you’re looking for a magical recipe or algorithm to measure your marketing efforts, just remember: the only formula for good marketing is that there is no formula.

Scrappy Marketing and How It Can Make You More Agile

As marketers, we often spend a lot of time sweating the small stuff.

We strive for perfection in every campaign we run, stressing over every aspect from the channels we choose to use, to the time of day we send an email newsletter. We agonise over whether the white paper we are about to release contains all the ‘right’ words and if the colour scheme we chose will really appeal to our intended audience. We revise, review and revise again.

Perfectionism isn’t a bad thing, and it definitely has its place. However, while we are making sure every ‘T’ has been crossed and ‘I’ dotted, time is ticking away and we are losing out on opportunities to reach potential buyers.

I feel much of this legacy comes from marketing’s background. In the pre-digital era, things had to be right as there often wasn’t a chance to change things. Ads and brochures were printed. A single TV campaign took a whole quarter’s budget.

But the fastest moving companies are now taking a leaf from startups, which typically care less about being perfect and care more about getting things done. In fact, while being agile in the sense of this blog post means moving quickly, agile as a project management approach is concerned with shipping usable increments for each sprint. Perfection can come later.

Recently, I’ve been exploring the topic of scrappy marketing as an answer. Scrappy marketing is all about just getting something out there in front of your buyers. It’s quick and a bit unpolished, but it provides quick feedback and allows us to see what works and what doesn’t without going through the long process of nit-picking every aspect of a campaign before sending it out into the world.

So, what can scrappy marketing do for you? To have a closer look, I recently held a webinar on Getting Agile with Scrappy Marketing: Top Tips for Fast Success, which is also on-demand. Here are a few highlights.

How can scrappy marketing benefit you?

One of the key benefits of scrappy marketing, especially for those who have limited resources, is that it’s about doing more with less. There always seems to be pressure to get a lot done in a short amount of time and with far fewer resources than we’d like. With scrappy marketing, the focus on just getting your marketing out there without the constant revision and overthinking that goes along with trying to be perfect.

As a result of getting marketing out there quickly, you’re able to see what works faster and what can be improved before you send it out again. This cycle means you are learning by doing and the process is much faster than if you spent the time to polish a campaign before getting it out there.

An extra benefit of scrappy marketing is that it sets you apart from your competitors in terms of speed, volume and personality. Remember, everyone loves an underdog and if your marketing is a little rough around the edges, buyers will take notice.

What are the barriers to being scrappy?

Of course, there can be things that stand in the way of getting scrappy. This is especially true if you work in a sector that is heavily regulated, where sign off is required and can slow the process down. Other issues such as rigid or inefficient processes and poor communication can act as barriers as well.

Getting the sign off from management might also stand in the way of running a scrappy marketing campaign. In that case, you might propose to run a small campaign in this fashion, just to test it out. That way you will hopefully end up with data that will support your desire to use scrappy marketing on a larger scale.

Where should you start?

The first step to getting scrappy is getting your team on board. There may be resistance because change can be difficult but, by creating a sense of urgency and excitement and removing the fear of failure, they will soon be jumping at the chance to get scrappy.

Use data to inspire your campaign ideas. Take advantage of external data such as Google Autocomplete and social data along with the customer data you have, including engagement metrics and questions from your customers. Don’t forget to ask your sales team because they will know what your customers are saying they need.

From there, start getting creative and use some scrappy tactics like micro-campaigns and COPE (create once, publish everywhere) to get your marketing out there.

Interested in learning more?

What are your thoughts about scrappy marketing? Have you tried this approach already?

To hear more about what was discussed in the session, you can listen to it on-demand here.

Four Easy Ways to GIF-ify Your Webinar Program

If you’re looking to try new ways to keep your audience’s attention or improve conversions, try spicing up your next webinar with GIFs!

What is a GIF? GIF is an initialism for Graphics Interchange Format, but all you need to know is that it’s an image format supporting both animated and static images.

Why GIFs for webinars?

  • Grab your audience’s attention
  • Improve click through rates
  • Make your audience smile (smiles=positive thoughts=good impression of your brand?  🧐)

Where to get your GIFs?

  • Create your own: Simply upload existing video files to a site like EZgif
  • Snag a GIF from sites like GIPHY: Make sure your GIF is work appropriate. (Puppies and kittens are always safe bets — and crowd pleasers.)

Four ways to use in your ON24 webinars:

  1. Include in a CTA tool. Take your CTA tool to the next level by including a GIF to help improve conversions. For example, in the webinar below where we incorporated a GIF, we saw a click through rate of 36.1%. The previous week’s webinar — with a similar CTA with no GIF — saw only a 6.7% click through rate.

2. In your PowerPoint presentations. Did you know GIFs included in your PowerPoint sessions will work in your ON24 webinars? If you didn’t know, now you know! Check out the example below to see what it looks like.

3. Reminder emails or other email promotions. With ON24’s out-of-the-box email reminders, you can easily customize by adding in a GIF encouraging your registrants to show up for your live event. Adding a GIF is a fun way to show your brand’s personality!

4. ON24 Engagement Hub and ON24 Target pages. If you’re using ON24 Target (allowing you to create personalized content experiences), you can add a GIF as your thumbnail image. Check out below! We give a little sneak peek into the actual webinar. This is easy to do with ON24. On you’re on your event page → Archive → Create Single File Archive. Be sure to select Preview Sample (two minutes) and download. Then upload to a site like EZgif to create your give from the file.

B2B Lead Generation: What it takes to succeed

Online lead generation is a thriving marketing discipline which more and more B2B-focused companies are investing in.

Earlier this year, in partnership with ON24, London Research published the 2019 State of B2B Lead Generation report, focused on what it takes to succeed.

According to the research, too many companies are missing a trick by failing to adopt best practices in terms of strategy, content, data, and execution.

At Webinar World in London this year I’m delighted to have the opportunity to present some of the key findings from this research … to help shine a torch on what companies can do to get the most out of their webinars and other lead generation activities.

What’s in store for you at Webinar World London? Click here to check out the agenda and save your spot.

The effort is worth it. The research shows that for the most successful companies (defined as ‘leaders’ in the research), almost half of their total sales (47%) are generated from leads generated online, compared to only 22% for their mainstream counterparts.

This is proof that companies can reap significant gains if they direct investment into the right areas and follow best practices.

The market is buoyant … but ROI remains a challenge

The research, based on global survey of marketers, shows that half of companies (50%) are planning to increase lead gen budgets over the next 12 months.

Despite an increase in budgets, companies are struggling to measure the return on investment they get from this channel. Fewer than half of companies surveyed (47%) say they have a clear understanding of ROI based on sales data.

One of the defining characteristics of a lead generation leader is the ability to measure ROI based on sales. The ability to measure success is crucial to ensure that efforts in this area are being properly credited, and to help ring-fence investment in the future.

My Webinar World presentation will explore how companies can measure the success of their campaigns effectively by making sure they have the right processes and platforms in place. Alignment of marketing and sales is a key theme.

The role of webinars

The year’s State of B2B Lead Generation research explores the use of webinars as a channel for generating high-quality leads. The presentation will look at how many companies are still taking a very basic approach to webinars, and therefore missing opportunities to engage with potentially highly responsive audiences.

According to our study, online lead generation leaders are more than twice as likely as their peers to say they get high-quality leads from webinars than from other types of asset (60% vs. 26%).

To help extract maximum value, marketers need to take a methodical approach to running their webinar programmes. For example, leaders are much more likely to review attendee feedback, with 84% reporting they have feedback processes in place for webinars, compared to only 54% of mainstream organisations.

Having a review process is crucial for utilising webinars effectively as a channel. Almost three-quarters (72%) of leaders report they review registration, attendance and engagement data, compared to only 57% of mainstream companies.

Be human

While there are various processes and technical aspects that need to be in place for successful online lead generation, the most important ingredient for success in this discipline is to be engaging, whether through your webinars or other content assets.

The last word in this articles goes to ON24 CMO Joe Hyland who makes a great point in the foreword to a report.  “If you act like a human, you can gain and keep consent. If you make your content interactive, thoughtfully engage your prospects and customers throughout the funnel, you’ll not only gain consent — you’ll earn their trust and business.”

My presentation at Webinar World London will cover how B2B leaders are ensuring they optimise the webinar channel at every stage of the process to extract maximum value, including matching topics and content with their audience, promoting on-demand webinars to maximise engagement, and learning from feedback to improve content and delivery.

Feature Friday: ON24 Prospect Engagement Profile

Prospects spent an hour watching your webinar, answering polls and downloading your resources. They even turned to your Engagement Hub to read up on a new white paper. But, while click-and-view data is helpful, marketers need in-depth audience engagement data, both quantifiable and qualifiable, to truly optimize programs and enable a better understanding of targeted audiences.

With the ON24 Prospect Engagement Profile, audience engagement i s turned into actionable insights. With the needed intelligence from the profiles and a better understanding of lead activity and interest, marketers can effectively deliver insights to sales teams. Doing so accelerates the sales cycle and better aligns marketing and sales teams.

The Prospect Engagement Profile shows you how engaged a prospect is and how much time that prospect has spent viewing your content. To augment these profiles, we added more functionality to make it even more robust and actionable.

The new Recommended Content tile offers suggestions on more content that might interest the lead in question. Sales reps can also easily select and email that content directly to the contact. We’ve also introduced a new Content Journey where users can track which content a prospect is engaging with and when.

With Salesforce integration, the profiles can easily be embedded right in contact and lead records. Sales reps can view engagement activity without ever needing to leave Salesforce, remaining informed and experiencing meaningful conversations with prospects and customers.

If you’d like to learn more about ON24 Intelligence, PEP and all the actionable insights that drive demand, inform sales and optimize programs, please contact us. If you’re an ON24 customer, learn more about PEP in the Knowledge Center.

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.