Buzz - Issue 14 - Marketing Technology
ISSUE 14 - MARKETING TECHNOLOGY
Where B2B marketers get informed
Marketing Technology Director - Asia Pacific
Rachelle Huynh - BBN Australia
What a delight to have an entire BBN Newsletter edition focused on Marketing Technology. Exciting for some of us, but perhaps you feel apprehensive. Are you preparing yourself for an overload of acronyms, technology categories, platforms, cloud suites, partnerships options and just perhaps, <gasp>, Scott Brinker’s Marketing Technology Landscape?
Never fear. Ultimately, what it takes to be a standout marketing technologist is most of the same stuff that makes you excellent at any other discipline. So take a deep breath and let me quickly share a few key points to keep in mind as you read this edition of Buzz.
While the term Marketing Technology (MarTech) is quite broad and encompasses thousands of systems, I define it as any technology that enables marketers be more efficient or effective in reaching their audiences. Most marketers need technology to deliver an excellent customer experience as well. All of us are using marketing technologies, regardless if we have a dedicated discipline for it in our agency or business.
I’m known for the mantra of 'Technology is not a Strategy'. If you think that technology is going to be the panacea for all the challenges an organisation is facing; think again. A strategic foundation must underpin technology decisions and investments. Until there is an established strategic foundation of understanding the business purpose, the audience, and the goals; can you honestly say you’re equipped to make an informed recommendation? Often you need to make a decision and get on with it anyway, but do ask the questions. Businesses will need guidance in selecting the right platforms for the right reasons versus the implementation and execution of those technologies; which is what BBN partners do everyday.
Agencies with MarTech practices are being challenged with clients not allowing access to any system that contains customer data. Well, we adapt, and can still provide value without having direct access to a client’s customer data.
Enjoy this month’s issue in which we’ll explore some global case studies, what’s hot in MarTech and informative deep dives.
in marketing technology to watch
TRENDS TO WATCH
Rapid advances in technology are revolutionizing just about every area of our lives and work, including B2B marketing. From creation to distribution to consumption, tech is forcing brands to rethink how we use content.
Technology is not going away, so our job as marketers is to stay up-to-date on the latest advances, identify how they affect our tactics, and adjust our strategies to match.
So let’s look at three MarTech trends that we feel are worth talking about.
Account Based Marketing (ABM)
It’s hard not to say Marketing Technology and Account Based Marketing (ABM) in the same breath these days. ABM, or key account marketing, is not a new concept in B2B marketing land (ITMSA coined the term over 15 years ago), but with the perfect storm of ever increasingly complex buying journeys, shrinking marketplaces and the need to get cut-through to your buyer with personalised content... ABM is the leading buzzword. What is important to remember is that, just like a properly implemented Marketing Automation Platform (MAP), ABM is not a quick win. It is a strategic, long-term play that can be resource-intense, must be data driven and requires marketing and sales to truly work together.
ABM is a strategic, long-term play that can be resource-intense, must be data driven and requires marketing and sales to truly work together.
However, you don’t need the a full tech-stack to “do” ABM. You can start by identifying key accounts (for a pilot, we recommend keeping it under 10), carry out the data deep dive and launch an initial campaign. We like the combination of targeted direct mail, programmatic advertising, leading to a personalised content experience. The last point is probably the most important, there is no point doing ABM if you then can’t talk directly to that contact/company with tailored content and nurture programs.
Successful ABM requires a mindshift in measurement as well. It isn’t about open rates and quarterly sales targets, it’s about building and improving relationships, driving reputation and ultimately revenue increase. If you are looking for some of the hot movers in the ABM space at the moment, check out: Marketo, Demandbase, Engagio and Uberflip.
This trend isn’t unique to marketing technology, you’ll see it come up in any B2B marketing trends google search. In fact, a recently released survey from NewBase has content marketing as the number 1 or 2 priority for marketers across the globe. However, the role content plays in successful deployment of marketing technology, especially email campaigns and nurture programs is essential, but often one of the last items considered.
You’ve identified a MAP suitable for your organisation, you’ve done the data clean and load, researched your buyer profiles and journeys, got sales on board, created your lead scoring process and then it comes time to turn the engine on. But what is missing? The fuel to power the engine, which is content. This is where we see organisations falling back into using platforms to revert to email “blasts” and newsletter sends, as they haven’t considered the volume of content necessary to support sophisticated programs via Marketing Technology.
However, it isn’t all doom and gloom. Scratch the surface a little bit and you’ll find that you *do* have enough content, it just probably isn’t organised, managed, collated and referenceable in one place. Starting with a content audit (and mapping against your buyer's journey) is a great place to start, but the mantra of re-use, re-purpose, re-cycle essential to ensuring you have the right amount of content to successfully support marketing automation programs.
Thinking beyond the sales cycle
Many organisations implement a MAP to build programs for the sales cycle and to move prospects through the MQL, SAL and SQL process, but what many organisations fail to realise is the potential for after-sales and internal programs.
Consider building automated programs to assist with the welcome and on-boarding process, especially if you have set training programs already for new customers and employees to go through. When building sales-lead marketing programs, think about how the same program could be adopted for existing customers to build and drive cross-sell and up-sell opportunities. If you have products or services that run on a contract basis, construct automated programs to start with contract countdowns and renewal options.
There's thousands of technologies
but only one solution
Five Thousand Three Hundred and Eighty One
Rhys Gillmer Brand and Partner Executive - BBN Australia
I want to discuss a number. A big one, one that all marketers need to be made aware of. It has nothing to do with statistics but instead innovation feeding off demand. On average, organisations in 2017 use approximately 16 MarTech platforms on a regular basis. Marketers are now heavily data driven because our potential buyers no longer rely on sales being a primary form of education - they do their own research, and why shouldn’t they? They have unlimited resources to help guide their Martech journey, and we all work in a market which is flooded with poor content in an attempt to attract an unknown buyer.
Marketing Technology is the latest victim of a marketing channel becoming flooded, which in the process drowns potential results. LinkedIn is a perfect example of how a platform used to be a pure content hub and an amazing channel to engage customers, but now, it’s flooded by every marketer and salesperson on the planet. Could they have prevented this? Probably not.
The reason Marketing Technology has ‘boomed’ is because marketers think technology is a strategy. They want an easy fix, a solution that will show ROI and get valuable insights on leads, decision makers and targeted accounts. We’re so hungry for innovation that most marketers don't take the time to understand their own organisations challenges. The reason for this is simple: we’re demanding of results in a very competitive industry.
The problem with being demanding as a marketer is that the educational process of onboarding new technology is often skipped or rushed, and it leaves marketers with a platform that they simply don't understand, and a huge hole in their technology budget.
The number you need to know is 5,381
That’s how many marketing technology solutions there are on a global scale in 2017. As an agency that specialises in Marketing Technology, our job is to advise our clients with technology investment and to position ourselves as that educational step. There’s 5,381 technologies, but only 1 solution - it’s a trusted partner that understands their client’s business, challenges and goals. Technology isn’t a strategy, it’s a tool that drives digital transformation. Marketing Technology can transform an organisation’s marketing ROI, but take the time to learn, because if you don’t, the result is more time and money seeking a solution.
Technology isn’t a strategy, it’s a tool that drives digital transformation.
Boosting the sales of a flagship security solution
How do you mount a marketing automation campaign in 20 countries and 14 languages? A challenge, and a success, for cybersecurity pioneer F-Secure.
In 2016, F-Secure had the challenge of marketing one of their flagship security solutions, Protection Service for Business (PSB), massively in all their key growth areas. The target groups were existing and new end-users as well as existing and new resellers. The objective was to increase the sales of PSB and to get existing partners to upgrade to a new, improved management portal to facilitate sales.
A campaign based on marketing automation was launched in 20 countries across the globe, in 14 different languages. BBN Finland was responsible for campaign planning, visual design and content, as well as the campaign flows and all marketing automation platform implementation. The campaign made use of buyer persona specific emails directed to landing pages with different test apps and surveys for each target group. It also included several webinars held in different languages and the option of signing up for a free software trial, complete with a marketing automation program to support the trial phase messaging. The campaign messages emphasized a blend of form and function, as well as a new, improved user experience.
A 25 % sales increase can be achieved with efficient use of marketing automation.
By the end of 2016, nearly 100% of existing partners had upgraded to the new management portal. The campaign messages reached their targets effectively, with great email open rates and click through rates for both resellers and end users. The number of active resellers grew nearly 14% from the previous year. All, in all, PSB sales increased 25% in 2016. This can be attributed to efficient use of marketing automation.
5 Reasons automating some of your marketing will elevate your business
Gopal K, BBN Singapore
Picture this: You’re a marketer working for a software enterprise. You and your team manage your organization’s social media accounts, lead generation, email marketing, paid search campaigns, content marketing efforts, and more, on a daily basis. As your marketing team expands, the manual tools you have at your disposal are no longer helping you manage one-to-one connections with customers.
If this sounds familiar perhaps it’s time to contemplate a solution that will help you create and handle customer interactions with more speed and customisation, increase your marketing productivity, generate a larger number of high quality leads and enhance your return on investment. That’s right — I’m talking about Marketing Automation.
A fundamental internet-age shift in power has thoroughly transformed B2B buying behaviour. Thanks to technology and steadfast access to new information, savvy B2B prospects have taken their educational odyssey of business products and solutions into their own hands. Prospects now have the tools they need to make informed business decisions, subscribing to content that’s relevant to them and engaging with brands who provide customised content catered to their needs.
It really boils down to this: prospects are now more empowered.
Sales teams have had to leave behind their archaic practices of nurturing prospects through ineffective sales prospecting techniques. They instead depend enormously on the prospect discovering their product’s information organically. A growing number businesses have also changed the way they generate revenue, placing the responsibility for the top half of the sales funnel to marketing.
Marketing Automation has therefore become a strategic imperative for many enterprises to stay competitive, or lose their edge. It’s an interesting action-reaction scenario. Marketing’s increasing reliance on technology is due to the prospect’s independence thanks to technology.
Still unconvinced? Here are 5 indisputable benefits of marketing automation that might help you decide:
1. Increased Marketing Productivity
Marketing automation allows you to pre-schedule specific tasks, decreasing the time and resources required to plan, execute and keep track of your marketing activities. This frees up your time to address more strategic or urgent objectives and boosts your overall productivity.
2. Greater number of High-Quality Leads
Leveraging on the lead intelligence, scoring and nurturing components of Marketing Automation enables you to provide the sales team with not just more leads, but higher quality leads in terms of sales readiness. The lead intelligence element is of distinct significance as the sales team is outfitted with a deeper understanding of each lead before first contact. This means they can tailor their opening call to the lead’s particular realm of interest allowing for a much ‘warmer’ reception than a conventional cold-call.
3. Tighter Marketing and Sales alignment
Overall business success is dependant upon there being a strong relationship between sales and marketing teams. The application of the Marketing Automation technology can encourage this consolidation as it generates a closed-loop system, meshing marketing elements with the CRM system and forging a stronger partnership and transparency between these two departments.
4. Extensive Views of Contacts
Marketing Automation seamlessly bridges your marketing touch-points like CRM integration, lead intelligence and scoring, landing pages, email marketing, social media marketing as well as marketing analytics and campaigns. This integration allows for intricate, comprehensive profiles of your contacts, which can enable you to productively segment and target specific contacts based on interaction preferences and behaviour.
5. Enhanced ROI
Undeniably one of the most compelling driving factors for Marketing Automation implementation is the ability to not just bring about an improved ROI, but also to be able to adequately track and report on prized performance metrics. The inherent analytics of Marketing Automation technology enables a closed-loop view of marketing through to sales processes which means you can meticulously and productively report on your contribution to the overall organizational results. Marketing automation delivers value and ROI to your diverse marketing efforts. The right Marketing Automation platform, mingled with smart organizational and process alignment, enables you to connect the dots between that promotional newsletter you sent last month, that webinar you hosted last year, and the revenue your Director sees this week or can expect to view next quarter.
If you’re going to use it, use it right
Many companies do not take full advantage of the Marketing Automation platform, merely utilizing its email-blast capabilities. If you are one of them, you could just as well save time, effort and money by turning to an email service provider. But you’d be giving up a great deal.
For example, with Marketing automation, you can exploit trigger events to bring follow-up content depending on what content the prospect or customer just engaged with. Or hone your lead scoring processes based on determining patterns of engagement and intent. Or employ progressive profiling to ask incremental questions to help confirm what you trust to be true about a target segment and to better adjust content to needs and demands.
Marketing Automation gives marketers a helicopter view across the entire buying process. This is something that has not been readily available in the past. The platform enables you to innovate the ways in which you go to market and the amount of time it takes to help your buyers make the choice to embrace change. This is a huge deal for marketers who are prepared to put in the effort and do the hard work to innovate beyond what they have always done.
Marketing automation isn’t just a buzzword or a trend – it’s a vital part of a business’s strategic objectives for companies that use it right.
for sales and marketing
Tablet Apps for Sales and Marketing Teams
Rich Thomas, CEO - BBN Switzerland
Back in 2010 an over excited VP of sales (with an Apple obsession and an Oprah Winfrey fair for the dramatic) announced to his European sales force, “if we hit our targets this fiscal year... iPads for everyone”!
A year later over 100 Medtronic reps were armed with shiny new iPads, but no content to go on them. Urgent briefs started to appear asking for ‘digital brochures’ and ‘3D renders that will spin when you swipe the screen’. Everyone was happy. Even though the iPads were being used to basically present the same content that reps had been showing on their laptops, the novelty of the iPad was enough to engage the customer in a new way.
Novelty wears off quickly and now sales apps should solve a problem in a way that is unique to a mobile app. Thinking this way can lead to some projects being replaced by a website or brochure (if an app won’t add any value), but it can also help you to think about what feature could lead to game changing results.
Here is an example of how understanding what is possible in a sales app lead us to solve some major sales issues for the ‘Ear, Nose & Throat’ business in Medtronic Europe, in an innovative way. They had two major problems:
This is when a product is out of stock (or close to being out of stock). In the medical field this can cause major issues and quickly sour relations between a surgeon and the supplier. The current system was to send an excel sheet to all the reps that showed the 300+ skus and their availability across the entire region. This sheet (if printed out) could have covered the wall of most large offices. Bearing in mind that most reps checked their email on a phone, they were unusable. So, ‘reply to all’ emails were sent in response to this sheet in an attempt to work out where the potential issues were. This lead to the next problem.
Email was broken
With all of the emails flying around reps stopped using email and as a result communication was breaking down.
We created an app with the following features to solve these problems, give back to the reps the power to manage their stock levels and manage expectations to their clients.
Excel to Google maps:
An algorithm converts the complex excel sheet to give a Google map view of the region. Each hospital is represented by a coloured dot (Green – no issues, Orange – risk of back orders, Red – out of stock). The rep is able to at a glance see where any issues might be. An automated email can be sent out to the hospitals that alert the surgeons of the issue and suggest alternatives. Finally the reps are on the front foot rather than learning of issues during angry phone calls from their customers.
No more email:
Talking to reps we realised that, when not in meetings they are either driving, or waiting for a meeting. During these times they can listen to audio (podcast updates from head office) or watch video (product information etc).
Finally, to instil a greater sense of team and information sharing, we included a ‘community’ where reps can ask each other questions and share information without sending out big emails.
The rise of B2B programmatic ad buying
The rise of B2B programmatic ad buying
Richard Parsons - CEO, BBN UK (London)
There is no doubt that paid advertising—especially digital ads—drives results. And the largest percentage of digital display ads purchased are data-driven, automated ads called programmatic. According to Ad Age, “Programmatic ad buying is growing not only because it makes ad transactions more efficient but because it can make them more effective, as long as the right data is applied.”
Overall programmatic advertising will reach $27 billion this year. That’s up from $10 billion in 2014. While that growth is important, what is truly notable is that it will be 72% of the total global digital display ad spending. It was only 49% in 2014.
Programmatic continues to evolve with private marketplaces. These are invitation only marketplaces where high calibre publishers offer their ad inventory directly to a select group of advertisers.
So, what is Programmatic Advertising?
Programmatic ad buying is the use of software and algorithms to buy online advertising, as opposed to the traditional process of RFPs, human negotiations and manual inventory orders.
It massively improves the efficiency processes of buying and serving ads and is significantly cheaper. Traders, using a Trade Desk or Demand Side Platform (DSP), optimise campaigns and plan strategies.
Today, it’s mainly online ads that are traded programmatically, but increasingly media companies like Sky in the UK and JCDecaux are exploring ways to sell ’traditional’ media from TV and digital OOH this way too.
How does it work?
The use of programmatic is the buying of ads through real-time auctions that occur in the time it takes a webpage to load. A publisher’s inventory is bought blind, whereby we, the advertiser, only knows the category of site that the ads will appear on, but not the exact site.
Open Exchanges allow many buyers to bid on the inventory of many publishers in an auction environment. The winning bidder’s ad is then displayed.
Real-time bidding (RTB) enables the targeting of ads to specific users rather than simply relying on publishers’ information about their audience. We therefore no longer need to work directly with publishers to negotiate ad prices and to traffic ads.
It also enables access to the long tail of inventory across a wide range of sites beyond the handful of publishers that may ‘own’ a category. We’re able to cherry-pick only the impressions that are most valuable to us.
A few years ago, the only inventory available to advertisers was the so called ‘blind’ or ‘Open’ marketplaces. But more recently, traditional publishers have opened up their inventory in Private Marketplaces (PMP). They are invitation-only RTB auctions where one or a group of publishers invite a select number of buyers to bid on its inventory.
The advantage of buying in a private marketplace is that the inventory purchased is transparent – we know exactly which site the ad will run on. In fact, most PMPs, allow access via a Demand-side Platform (DSP) which simply plugs directly into the premium publishers’ inventory. So, as with open networks, the inventory transaction is within an auction environment but the terms of the deal are pre-negotiated between the buyer and the publisher. But just like RTB, data is used to optimise the bid offer. We can buy 10 impressions or a million impressions – it’s totally up to us. With PMPs we get “Premium” access to inventory at a lower price than buying directly. A disadvantage of PMPs over Open Networks and Exchanges is they are approximately 4 or 5 times more expensive as a cost per impression.
A relatively newer option is the buying of inventory via Programmatic Direct. This is, as the name implies, where a publisher sells their inventory directly using traditional publisher/broker/advertiser sales. It’s a way of guaranteeing the purchase of inventory but using a DSP to run the ad. In effect, it’s a blend of traditional and non-RTB ad buying. Its advantage is it includes a publisher’s top-tier inventory like home-page takeover ads at a fixed price for a guaranteed number of impressions. Programmatic Direct is a good choice for companies focused on brand safety, inventory control, premium placements
Options for programmatic ad buying.
Programmatic and Data Management Platforms provide marketers with centralised control of all their ad campaign data. It helps them manage and analyse data to craft, target, and optimise campaigns that reach more of the right people and drive improved ROI.
For example, you can manage the day-to-day effectiveness of all online advertising campaigns in one dashboard. It enables A/B testing of creative, audience profiling, optimising to a specific behaviour such as broad reach and awareness and click-throughs, right up to form fills and purchases.
Most DSPs automatically optimise using thousands of variables and data points and can scale to billions of global data points if required.
But it’s not just about the data. It’s about the traders behind the data being able optimise a campaign using a blend of open, private and direct buys. Plus ‘knowing’ the audience that are being targeted.
As roads to programmatic advertising, social media, marketing automation, and big data continue to play an increasingly important role in marketing, it’s at the intersection where you will find data-driven success. And that’s the roundabout we call the DMP.
Make your advertising and marketing more accountable to your revenue generation with these tools and approaches, and your boss will be as proud of you as your mom is. Well, except that she really doesn’t understand what you do. It’s okay. We all get that.
A Scalable Marketing Automation Platform for an International Telecommunications Company
An international telecommunications company partnered with BBN Australia to analyse their current marketing automation platform (MAP) as they believed that it wasn’t being fully optimised. They needed a scalable MAP configured to support regional marketing team members in the UK, Australia, Singapore, Hong Kong and the USA. Additionally, defining the optimal lead handover between the marketing team via MAP and the sales team via the Customer Relationship Management (CRM) Platform was critical to address.
BBN Australia’s Marketing Technology Team developed a plan to assess and optimise the current setup with a longer-term vision of enabling omnichannel engagement once the basics were in place.
The current MAP needed to be assessed while building a strategy to optimise the instance. We needed to understand the current lead process, educate and enable the sales operations and marketing operations teams on how the systems integrate.
- Marketing automation audit
- Lead lifecycle workshop and definition
- Global marketing automation re-roll out and training
- Develop an initial lead scoring model
- Create a customised marketing automation guide to be referenced and used as a training tool for new team members
- Develop a lead upload templates for standard data uploads
- Create new including eDM and landing page templates
- Expand marketing automation product implementation support
- Integration with a third party survey tool
The client’s overall program setup and launch time was reduced by 50%, which means marketers could spend more time on strategy, planning and analysis versus execution. Improved and more scalable segmentation practices resulted in a reduced unsubscribe rate. The lead scoring model definition enabled marketing to send only the most qualified leads to sales for follow up. With a defined lead life cycle, the organisation has a view of how leads progress through different stages of the buyer’s life cycle to focus on conversion optimisation.
The basics have been up and running for nearly two years now. BBN Australia is now partnering with our client on what other modules can be integrated to move further into the vision of being more omnichannel with a full, consolidated view of the customer.
The bold new generation of B2B agency
The World’s B2B Agency
The world’s most talented and experienced B2B marketing professionals united by a single proposition:
BBN. The bold new generation of B2B agency.
BBN is a collaborative agency-owned organisation, with every agency-partner an equity shareholder – all sharing the same genuine passion for B2B. Our combined knowledge and understanding of communications in the sector is almost impossible to match.
Working together, our combined advantage means we significantly influence what can be achieved when a business talks to another business. We’re proud to stand for full service capability, spanning strategy, creativity, technology and implementation. It’s not just brilliant but also surprising.
The BBN attraction
BBN is a vibrant organisation, bursting with energy and enthusiasm for what we do.We’re driven by a passion for developing and sharing industry-leading processes, systems and intellectual property for the greater good. Our dynamic entrepreneurial spirit is infectious and inherent.
Our core strength lies in our highly structured approach, underpinned by focused management. We are a model for all organisations in the alignment of large numbers of people working across five continents.
We collaborate daily in real time across multiple territories to support our clients in every discipline. Our global service matrix model ensures that our clients have access to the exact skills, services, industry expertise and geographic footprint, that they need, where and when they need it.
But it’s not just collaboration and focus that makes us stand out. We constantly innovate, and have created the world’s only truly integrated B2B marketing toolkit, called BBN Navigator. Navigator defines best practice B2B marketing methodologies, processes and tools, and enabled by our international learning and devlopement program, has been adopted in all agency locations.
“When we had to launch our brand communication campaign across 4 different countries, having access to a communication agency network was a must. BBN partners provide very professional support in terms of coordination and consistency.” Etienne Bouquet, General Manager, Dow Seeds Europe
The benefits of BBN
The BBN benefit is clients get the best of both worlds. It’s revelling in the creativity and personal attention of dealing with a locally based agency, while being backed by the might of a large, international organisation. This intriguing combination delivers campaigns through the extensive reach of an international framework, coupled with the creative and entrepreneurial flair of independent agencies, enabling worldwide marketing strategies to be rolled out efficiently and effectively.
BBN's future's bright
We are delighted to welcome two new partners in Mexico and India this month. But, never content to stand still, we are actively building on our strong foundation and boldly moving forward. Having just completed the most successful year in our 30 year history, we’re embarking upon further expansion in 2017.
To ensure we continue to successfully implement new international client projects across multiple territories, our ambitious future plans include expansion into other key global locations, giving us more scope, with the integration of more agencies, to help more clients.
- BBN spans 26 countries, worldwide
- 1,100 people strong, and growing
- #1 in the global B2B agency league table with total revenues exceeding $130million
- In the last 2 years BBN partners have won 160 industry awards
If you are interested in exploring career opportunities with our partners from across BBN, then check out our new careers page.
Applications can be submitted directly to our partners and vacancies continue to be added on a weekly basis, so make sure to check out the page regularly.
Check out your next career move with BBN