What Is Marketing Operations and What Advantages Does It Offer?

Last month, ON24 ran its Insight50 session on B2B Marketing Operations – Using People, Process, Tech and Data to Maximize Revenue. Each month we offer 50 minutes of expert advice to answer your questions.

Below is just a brief wrap up of insights from Rebecca Le Grange at Sojourn Solutions and Bekkah Lyman at Oracle NetSuite – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

About half of the attendees to this Insight50 webinar said that marketing operations is delivering almost all of their marketing team’s value right now. But, at the same time, another portion of attendees report being at the other end of the spectrum, not even knowing what marketing operations is.

So, how does marketing ops benefit marketing and the business at large? Here are just a few insights our panelists shared for the benefit of those in the dark.

What Is Marketing Operations?

There are individuals who may come from a traditional B2B marketing background where the use of tech and data isn’t as prevalent. As such, they may be uncertain about what role marketing ops plays. Rebecca helps to define what marketing operations does and its importance to the company as a whole:

“Ultimately, marketing operations has the responsibility of taking a look at the overall marketing strategy and then looking at what does the organization have in place around the way it uses its team, the way those teams are structured, the way the processes are defined. Not only within marketing, but between marketing and sales and potentially other departments within the business and then how the martech is utilized to support all of that…The other consideration is this is the team that has access to data and understands the holistic strategy. They have this unique position within marketing to be able to ask some really tough questions. Are we being truly accountable for the budgets that we’ve been given and are we using them in the smartest way?”

Additionally, Bekkah equates marketing ops to Batman’s computer in order to help understand what marketing operations do and their importance to the overall team:

“We are the computer that has all the information, all the details. We have insights into the data, we have insights into the technology, we have insights into the process and the strategic alignment from the business. And, if you think about it, Batman’s computer is always on, it always has the answer and it’s able to give it back to them in relatively quick order, providing an answer that is digestible to whoever’s reading it.”

What are the Advantages?

Having a team that asks difficult questions and is also able to provide answers has definite benefits. Rebecca believes that marketing ops helps marketing be more efficient and effective:

“It’s about how is marketing using all of those resources that it has at hand as wisely as possible, in alignment with the overall marketing strategy and to drive ROI… [It helps to answer] how we can use all of those resources and in the best way.”

Part of driving ROI is making sure sales has the leads they need to do their part in the overall process. Bekkah emphasizes the role marketing ops plays in this process:

“A marketing operations organization is supposed to make sure that leads are constantly flowing and are going to the sales reps, and ensuring that they have activities to act upon in a concise and clear manner. We can do that by leveraging multiple technologies. We can also ensure that our sales team provides us with feedback as to how those leads are performing. Then we can identify ways to improve our data collection or the facilitation of that data over to them.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on this Insight50 session. Make sure to register to watch on-demand and find out more about what was shared.

Insight50: Ask Your Questions on Optimisation in B2B Marketing

During this month’s Insight50 webinar, we’ll discuss how B2B marketers should be approaching optimisation. Sign up for the session to get all your questions answered.

Over the past few weeks, we’ve been covering the topic of optimisation in B2B marketing on the ON24 blog.

Ahead of our panel session where you’ll have the chance to ask all of your questions, we’ve put together a few points to think about before you sign up to the session.

Data should make optimisation in B2B marketing easier

As covered in ON24’s e-book on The Engagement Imperative, B2B marketers have access to so much more data than they used to. Using digital technologies, any marketer with the right skills, tools and resources can reach and connect with any buyer on the planet. And by measuring this performance, it should be easier to set benchmarks that any optimisation goal can be aimed towards.

Within webinars, for example, there are a whole host of metrics that can be measured to determine success. In addition, you can use data from other marketers to gauge your own performance, such as the figures in our Webinar Benchmarks Report.

But B2B buying has become more complex

Digital technology has made things easier for the buyer too. During any research phase, they can access far more information than was previously available – and the amount of that information keeps growing over time.

However, this creates a problem for the B2B marketer as buyers don’t take linear journeys. They choose how they want to engage and on what terms. But this makes identifying what areas to optimise a lot harder to determine.

This also gets even more complicated when one looks at a buyer journey from an account-based marketing perspective, as each person influencing the purchase takes their own journey.

So where should marketers focus their optimisation efforts?

Ultimately, where you choose to start with optimisation is down to you. By assessing your own performance, you can identify where you might be able to make the biggest changes going forward.

That being said, remember to keep the entire B2B customer journey in mind. Just because your team’s targets might be focused at a particular stage, this is arbitrary in the minds of your target customer. A narrow focus should even lead to a sub-par performance if it creates friction or confusion at a later stage.

So what are your optimisation challenges? Where is your team focusing its efforts? Sign up to the Insight50 session on “How Should B2B Marketers Approach Optimisation?” to share your stories and ask your questions.

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.

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.

GDPR: One Year Later, How Has It Changed How We Market?

Last week, ON24 ran its latest Insight50 session on how GDPR has made us better marketers – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

Below is just a brief wrap up of insight from Hellen Beveridge at Data Oversight, Sean Donnelly at Econsultancy, James McLeod at Leadscale – and of course, you the viewers! If you didn’t manage to see it, watch it on-demand here.

Last year, at this time, GDPR was on everybody’s lips with companies wondering if their practices were compliant with these stricter regulations and marketers wondering what stricter data would mean to how they did their jobs.

It has now been a full year since GDPR came into force. What impact has it had on the way we do marketing? Below are a few insights from the webinar.

Have data regulations made us better marketers?

While more than half (58%) of webinar attendees said that GDPR has somewhat improved their organisation’s marketing performance and practices, another one-quarter (25%) say that there hasn’t been a change at all. Luckily, only 17% report that their marketing performance has suffered a decline since GDPR went into effect.

Although the jury is still out for James McLeod as to whether GDPR has made us better marketers, he does think it has made marketers more cautious. On the other hand, Hellen Beveridge, who consults on data protection practices, has a positive view of what stricter data has done for marketers.

“I actually think that data protection has made marketers clever and more thoughtful because they have to look at everything they do through the lens of lawfulness, fairness and transparency. So, I’m firmly on the side of yes, this has been a really good thing.”

Sean Donnelly has also seen indications that GDPR has had a positive effect on businesses in general:

“Of the companies that we surveyed (about 12,000), all those marketers that identify their companies as being mature with regards to customer centricity indicated that GDPR has been more of an opportunity for them than anything else.”

What Best Practices Can Marketers Put Into Place?

The majority (60%) of webinar attendees reported that one of the benefits to stricter data regulations has been a shift from quantity to quality. However, 43% also said that their lack of knowledge of how to market in a GDPR world has proven to be a challenge for them.

So, what practices can marketers put into place to ease this challenge? James shared several best practice tips:

“I think [when it comes to acquiring new data] number one is transparency. You need to know where your data is coming from and what it is. Number two is to maintain brand safety… Then be on the lookout for any of those fraudulent activities that unfortunately do mire the B2B landscape… Everyone is talking about compliance, but I think it’s also very important that we talk about accuracy when we’re talking about best practice.”

Hellen is in agreement with the importance of data accuracy and elaborates on the fact that part of what causes data inaccuracy is that marketers are asking for too much information at one time and the data is unstructured. To alleviate this problem, she strongly advises investing in a single customer view.

“If you have a single customer view, where all your marketing is going after one fact, as a living piece of data, and constantly adding more and more information to this single customer view, it’s accurate, and it’s alive, and it’s useful. Then, by default, it will become compliant.”

What Are Some Top Tips For Marketing With Stricter Data?

As a closing to the webinar, the panel was asked to give one top tip as a takeaway.

First off, Hellen advises that having a good relationship with your data protection officer (DPO) has its advantages:

“Do involve them at an early stage. A knowledgeable data protection officer will save you from the really boring bits. You don’t have to know about all the article compliance; we can do that. We can summarize it and make it look pretty. Remember that at the end of the day, what you want is fit data and not fat data and the DPO can make your data fit.”

While Sean agrees with Hellen’s advice, he also adds that knowing the language of data protection can be beneficial:

“Equip yourself with some of the vocabulary around the operational aspects of data. Because, if you can do that, then you can understand some of the different use cases and you will be better able to collaborate with your DPO.”

And lastly, James reiterated the importance of data accuracy:

“Make sure that all the data you’ve got coming into your business and your funnel through all of your different channels is accurate and usable.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on May’s Insight50 session. Make sure to register to watch on-demand and find out how stricter data can work in your favour.

Insight50: How to Make International Marketing Less Complex

Each month, the team at ON24 puts together Insight50 – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

This time, the theme was taking your marketing global. Thanks to innovations in technology, our world has shrunk making it possible and necessary to think globally in marketing but how do marketers go about making the seemingly complex task of marketing to other countries simpler?

The below is just a brief wrap up of insights from Paula Morris at Pi Marketing Solutions, Michael Meinhardt at Cloudwords and Peter Bell at Marketo – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Marketing internationally can sometimes be complex and challenging. In fact, when webinar attendees were asked what level of complexity they are finding with their international marketing campaigns, the majority (65.6%) said they were finding it ‘somewhat complex.’

While we live in an era where the world seems much smaller and technology has made us more connected, there are still cultural differences to consider, along with obstacles such as language that only adds to the complexity. So, how do we go about addressing these differences and overcoming the obstacles in order to see success?

Here are a few insights from the webinar that can help those companies already engaging in international marketing and those who are getting ready to go global:

Why Make the Effort?

For many organisations, whether to go international isn’t really an option. As Paula Morris explained, with the growing use of marketing channels like social media, there isn’t much of a choice.

“Marketing has to be global now. The world is a lot smaller as people become more connected. So, I think if a company isn’t looking at international marketing, then they won’t drive consistency. I think more and more, you have to think globally and then look at those local nuances for different markets, rather than the other way around. It should be global first, and then start to tailor your campaigns thereafter with a local feel. Then you’ll see the impact of what global campaigns can drive for an organisation.”

Michael Meinhart agrees with Paula about organisations adopting a ‘think globally and act locally’ mentality and believes many organisations have already started. At the same time, Peter Bell believes that marketing globally isn’t so much an option as just how things are now and, because of that, performance needs to be addressed accordingly.

“Once you’re in that world, then you really start to focus on the things that matter. ‘Why is that campaign not performing as it should in France? What is it?’ Dig into it to find out what it is because otherwise, quite simply, you’re going to be called to account. And it’s not like any of us have the option to elect which countries we market into. For the most part, markets are global and therefore performance is expected to be global, too.”

Why is international marketing so complex?

None of the webinar speakers were at all surprised by the audience’s response to how complex they are finding marketing internationally, but they did offer some insight as to why that is and where marketers needed to focus to alleviate some of the complications.

First off, Peter brought up the point that there is a difference between translation and localisation. Marketing to a different country doesn’t just involve getting the language right. Although that can be an obstacle, it goes beyond that.

“You need not just to have that the local market knowledge, but to listen to it. And listening to it makes life harder. It means you have to change things. That means you don’t have one size fits all. And fundamentally, that means it does create complexity but it’s a good complexity – because if you can master it and overcome it, then you’re going to see the results.”

Acknowledging the importance of localisation versus translation, Michael noted that organisations often overlook the strategy behind entering global markets. He believes that what organisations struggle with is having a business process behind going to market in specific regions. What kind of strategies has he seen?

“We see really two different ends of the spectrum, one in which there is a centralised model, where you have a team that is responsible for the content and for pushing content forward out to the different markets. And then you have a decentralised model, where the markets themselves are responsible for developing that material, and ultimately, the overall strategy. It really depends on the kind of the organisation, the kind of the maturity of those organisations and how they’ve kind of been structured historically.”

What are some quick wins for going global?

The panellists offered some quick wins and parting words of advice to help going global progress smoothly.

Michael, again, emphasised the need for a strategy and finding out which regions are most important to you. Also, he suggested that when it comes to language, it may not be as overwhelming as you think.

“You really don’t need to address all that many languages to capture 90% of the business speaking market. You’re really looking at 10 languages…those languages are English, French, Italian, German, Spanish, simplified Chinese, traditional Chinese, Korean, Japanese, and Portuguese.”

One of Paula’s main wins was regional enablement and giving your regional team the tools they need to be successful.

“Whether it’s local marketing resource or sales resource in a country, you should be enabling them, whether that’s from a marketing perspective or a sales perspective. You need to be giving them the tools to go out and market.”

Peter expanded on this by suggesting organisations hire locally. Not only that, he advises being open to what those local colleagues have to say.

“If you won’t listen to your colleagues who are foreign or different from you, do listen to the campaign results because they will speak for themselves. They will probably tell you to listen to your colleagues who have been telling you this for some time.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on this Insight50 session. Make sure to register to watch on-demand to learn more about simplifying international marketing.

How Can We Humanise the Digital Marketing Experience?

Each month, the team at ON24 puts together Insight50 – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

One of our recent sessions was on humanising the digital marketing experience. With just about every marketer singing the praises of the benefits of personalisation, how can it be done at scale without losing the personal touch and putting off prospects?

The below is just a brief wrap up of insights from Joel Harrison at B2B Marketing, Leanne Chesco at Demandbase and Matt Heinz at Heinz Marketing – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

As we move further into the world of digital, keeping marketing personal and human can prove to be difficult. While it is one thing to be able to personalise the experience for one or even a few targets, it’s another to do it at scale.

So how do marketers use the technology available to them to work at scale, keep it personal and make it human? Here are a few insights from our panel of experts.

Why is it important to be human at scale?

You could probably look in your inbox right now and find an email that was meant to be personalised, but somehow failed for any number of reasons. In fact, more than 4 in 10 (43.3%) of webinar attendees reported that on a weekly basis, they received ‘personal’ emails that were clearly automated and as a result became irritated. Another one-third (33.3%) said they receive these types of emails daily.

It’s clear that receiving emails where it is apparent that no one bothered to research who the recipient is, what their organisation does or the specific needs of the organisation are can be off-putting to the recipient and counterproductive for the sender.

For Joel, the importance of being human at scale is because as marketing continues to become more digital, it becomes more difficult to get more traction in brands and to see through what is not relevant.

“As much as we need to be digital, we need to be human. That’s what creates traction with our audience. I think it’s fair to say that B2B buyers are becoming more and more cynical so I think that, for me, that’s the importance of being human.”

At the same time, Matt Heinz warned about getting too caught up on efficiency and scale at the expense of the experience for the buyer. He reminds the audience of the importance of creating a one-on-one experience for their customers.

“I think it’s important to keep in mind that no matter what your campaign is, no matter where you’re sending it from, for the recipient, for the buyer, for your customer, it is always a one-on-one interaction. They don’t care how many other people you’re sending that message to. They are just thinking about themselves. And they’re receiving that message as one person as an individual.”

How can automation be used more effectively?

When webinar attendees were asked to describe their organisation’s approach when it comes to automation 39.3% said they did not use marketing automation and 28.6% said they use automation in a limited way.

One-fifth (21.4%) said they do use automation more than before, but it still sometimes appears stilted and unnatural. For these organisations who reported using automation but maybe not in the most effective way, Matt suggested stepping back away from working in ‘fire drill mode’ and looking at what automation can do for the organisation.

“What you’re doing in eight hours, you could do in two. What you’re doing to impact 100 customers, you could impact 10,000 customers. And yes, you’re going to have to step back and do some work to put that in place. But that investment and creating those automated systems is going to have a far-reaching, scalable, highly valuable impact on what marketing can do not only with those customers, but the impact marketing can have on sales and revenue.”

For organisations that have marketing automation in place but their sales teams are not taking advantage of it, Leanne suggests that marketers get that data into the hands of reps. Providing them information like intent data can help validate that their prospects are showing buying signals, while behavioural data from target accounts can inform salespeople that their prospects are visiting their website.

“Say a customer is coming up for renewal, you can look at things like intent data to understand actually what that company is looking at. That includes content that’s on your website, but also content that could be on your competitor’s website. That’s definitely the type of data that is great to get in the hands of your salespeople to help them validate that this account is in a good position to either engage in a sales cycle, or that the sales cycle looks healthy.”

What are the barriers to making the digital marketing experience more human?

One of the barriers to humanising the digital experience for one-quarter (25%) of the webinar attendees was a lack of time and personnel to develop processes and campaigns. Other barriers to a lesser degree included legacy technology, integration between systems and internal disagreements about the best approach to take.

However, the biggest barrier for one-third (33.3%) of attendees was a lack of quality data. Leanne recommended that organisations make sure they are targeting the right accounts and that they have a good contact acquisition strategy in place so they know they are targeting the right stakeholders.

“If you’re leveraging those different technologies or tools out there to show you that those accounts are active and showing you active buying signals, I think that’s definitely going to help with engagement and improve your quality of data.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on this Insight50 session. Make sure to register to watch on-demand and strengthen your topical marketing campaigns for the year ahead.

Upcoming at ON24: Making Personal Connections IRL and Online With Insight50

Engaging top-tier leads today means using both physical and digital experiences to build personal connections. What helps best? Shared physical and digital experiences. Prospects and leads should be able to go from the show floor one day to a webinar the next and hold the same fluid conversation in a single seamless experience.

But putting together the brand assets, the copy, the handouts and prepping the sales team to make this work requires an almost frightening level of coordination. But it is possible.

On Tuesday, June 4, at 11 a.m. PDT (2 p.m. EDT), Insight50 US will bring together an expert panel to discuss the balance of physical and digital, how the two are becoming more intertwined and how marketers can craft their own experience that bridges the physical-slash-digital divide.

This upcoming Insight50 US panel will include:

These experts will discuss:

  • Where and when to integrate in-person events and webinars in account-based management campaigns
  • How salespeople fit into the physical-digital equation and how marketers can best enable them
  • How marketers can craft bespoke webinars for an audience of one and use that content to scale
  • And, of course, how to report both physical and digital results

Register now and learn how to bring your physical and digital events together. Interested in learning more about how ON24 makes digital events work? Check out these links below: