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Posts Tagged ‘technology’

I tackled this important topic last Wednesday in a new post on the Silverpop Demand Generation (DG) blog – a post that also was highlighted on the Savvy B2B Marketing blog in their weekly roundup.

Source: iStockphoto

I’ve noticed a resurgence of this question in recent months — or at least I personally find I’m getting asked this question more than ever by B2B marketers.  I think the trend is linked to a new generation of B2B marketers that are adopting marketing automation and that are trying to wrap their heads around the demand generation technology ecosystem.

“CRM and marketing automation have purposes and capabilities that are related and complementary but very different, and these differences are salient to what we’re trying to accomplish with B2B demand generation,” I note in the post.  “The two are integral.  You need both, but you need to understand what each one does for you, and what it doesn’t do.”

So clearly it’s great timing both to be talking about the two types of platforms and for a blog post that digs into the details, comparing them.

The DG post breaks down the two platforms at three levels:

  • A first take: What are some top level similarities and differences, and where do these platforms sit in the larger marketing technology ecosystem?  This section includes a great contributed chart from David Raab.
  • An analysis of the goals of each platform: What is the intended strategic purpose of each platform?
  • A deep dive into features and capabilities: What are the specific things each platform does and doesn’t do?  This section includes some great contributed charts from Malcolm Friedberg with Left Brain Marketing and Jep Castelein, a.k.a. “The Lead Sloth.”

I think the most interesting aspect of the dialogue in this post is around the strategic role of marketing automation – a topic I also covered in a past post on MarketingProfs Daily Fix blog.  I note in the DG post:

Marketing automation — at it’s most fundamental level — was developed to help marketers better target and execute one-to-one communication with key prospects within the context of demand generation efforts, simultaneously orchestrating and tracking marketing resources against this activity.  CRM consolidates a great deal of information about prospects and customers; however, it provides virtually no framework or tools for true nurturing of earlier-stage prospects, and it definitely is not a communication platform.  Marketing automation leverages CRM and addresses these gaps, but it then presents new capabilities for B2B marketers that enable them to take their demand generation programs to the next level.

I think of marketing automation as the technology infrastructure you need to power buyer-centric demand generation.  It is a critical element in scaling and managing a pattern of dynamic campaigning that is buyer led and that engages buyers on a ‘mass one-to-one’ basis.

Honestly, this is a worthwhile post to check out – with great insights from a number of industry luminaries – so I won’t steal any more of its thunder here.

Click here to read the full DG post.

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On Friday I published a new post to the Silverpop Demand Generation (DG) blog — one that responded to the comment thread on Jep Castelein’s Lead Sloth post, “Will Marketing Automation Be Free?”  My DG post placed this dialogue in the context of what I believe really are the major challenges facing B2B demand generation today.  I also linked this back to the very-timely four-part series on the ‘real state’ of demand generation I published on this blog this past week.

The DG post argues that much of the discussion around ‘freemium models’ in the marketing automation space right now is potentially focusing on the wrong challenge:

What struck me about this ‘freemium model’ dialogue is that it is semantically interesting, but fundamentally focused in the wrong place.  As important as your choice of marketing automation technology provider is — and it is important — I’d argue that the stumbling block for most B2B marketers attempting to take their demand generation to the next level is not access to the technology, itself.  So giving it away for free doesn’t necessarily improve adoption rates.

The major obstacle today for the next generation of B2B demand generation is actually the ‘people and processes’ that must be in place to successfully leverage marketing automation technology.  And this is a point backed up by stacks of recent research reports and commentaries by some of the best and brightest in B2B marketing today.

The focus of my post then shifts to what we can do about this, and I argue (from the perspective of my role at Silverpop), that it is critical for marketing automation technology vendors to play a catalytic role in improving the state of ‘people and processes’ among B2B marketers.  “We have to pay it forward,” I noted.  We are still in single-digit-percentage adoption of marketing automation, and we’re past selling to early adopters.  The future growth of the marketing automation space, thus, is going to be closely linked to evolution of skills and approaches among mainstream B2B marketers.

The post highlights the B2B marketing programs and education Silverpop has contributed to the marketplace during my current tenure at Silverpop.  It provides updates on the Fall 2011 B2B Marketing University (B2BMU) series, as well as links to all of Silverpop’s blog content on demand generation since launching the B2BMU series.  So it’s a good combination of commentary, data and also resources for closing the gap.

Click here to read the full DG post.

And in case you missed any of my series, “The Unspoken ‘Real State’ of Modern B2B Demand Generation,” here are links to all four parts:

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  The second post identified why technology, alone, is not enough to improve B2B demand generationThe third post explored our continuing struggle as maketers to link marketing tactics to revenue outcomes.  The final post today looks at the third challenge — highlighting our consistent failure when it comes to placing the B2B buyer at the center of our demand generation planning.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #3:  We too often don’t start with our targeted buyer when it comes to developing B2B demand generation programs, nor do we rationalize the content and pacing of our nurturing against the buyer’s decision-making process.

This third point is perhaps at the core of the other two problems.  Our failures with technology and our inability to link activities to revenue outcomes are also linked to the fact that too often we don’t start our marketing thinking, building or planning in the most obvious place.  We don’t start with the buyer, and we certainly don’t take into account the major changes in the nature of the buyer over the last decade.

“It’s a no-brainer: You can’t make a connection with your audience unless you know who you’re trying to reach,” comments B2B marketing consultant Stephanie Tilton on the Savvy B2B Marketing Blog.  “This gets down to marketing basics – you need to develop buyer personas. Yet my unscientific polls show that a fair number of B2B marketers haven’t undertaken the exercise of developing buyer personas.”

So we don’t tend to define and understand buyer personas.  We also don’t leverage them to improve the relevance of messaging and content, and we don’t rationalize the timing and pacing of our marketing activities against them.

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  The second post identified why technology, alone, is not enough to improve B2B demand generation.  Today’s post looks at the second challenge — exploring our continuing struggle as maketers to link marketing tactics to revenue outcomes.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #2:  We still struggle when it comes to linking our B2B marketing tactics to revenue outcomes; thus, we have a hard time proving (and better targeting) the specific impact of investments in content offers and demand generation programs.

The Web 2.0 world has substantially changed the dynamics between sellers and buyers – changing the information consumption patterns of B2B buyers and resulting in a new era of buyer power.  One dynamic is the emerging importance of content and the impetus to adopt new content marketing processes

But we need to be able see the linkages between content consumption and revenue outcomes – both elasticity and ‘critical path’ – within a given persona’s buying process if we are going to be able to develop sophisticated content-based nurturing.  Yet seeing this type of linkage is in fact the Achilles heel for many B2B marketing organizations.

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  Today’s post looks at the first challenge — identifying why technology, alone, is not enough to improve B2B demand generation.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #1:  We implement technology to solve our B2B demand generation problems, but we fail to substantially update our underlying processes and roles; thus, we find technology by itself has not really solved our problems.

SiriusDecisions reported at their 2010 summit that the penetration rate for marketing automation platforms among B2B marketing organizations in the US currently is at roughly 7-10%, but they project this will rise to as much as 30% by 2015.  A recent CRM Magazine article further noted, “The percentage of firms that have implemented CRM [has] increased, according to industry research firm CSO Insights, from 53% in 2003 to 75% in 2010 … .”

Clearly the adoption of technology – particularly marketing automation and CRM – among B2B marketing organizations is on the rise.  Yet within organizations that have adopted the technology, we too often see a consistent pattern of doing what it takes to initially implement the technology – creating minimal definitions and scoring models to get going – but falling far short of a complete overhaul of our core processes and roles.  So we never fully leverage this technology.

“Today many B2B marketers are buying into [this] idea: If they acquire a marketing automation solution, then they will wind up with a lead management process,” comments Carlos Hidalgo of The Annuitas Group in a recent post on Silverpop’s Demand Generation blog.  “Nothing could be further from the truth.  Technology adoption must occur hand-in-hand with process evolution.”

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Some of you have been asking about the status of my book project, and so I wanted to provide a quick update.

I announced a little over a year ago that I had begun working on a book project – tentatively titled Connected Marketing – “… that covers the topic of marketing technology and that is meant to help marketers deploy and use technology in a substantially-different way than they do today,” per my last update.

What’s the status of this project today?

Source: iStockphoto

First, let me explain that this is a project that I’ve always been pursuing on my own time – i.e., writing early in the morning, late at night or on the weekends.  And that is something that’s been challenging to do, given my active role at Silverpop as director of field marketing and as the company’s ‘B2B Marketing Evangelist.’  Many of you know I’ve spent the greater part of the last 13+ months on the road throughout North America and Europe, speaking, meeting with customers, launching new events (such as B2B Marketing University) and educating the marketing community about how to strategically leverage marketing automation technology

Don’t get me wrong, it’s awesome work — it really is — and it’s a mission I’m passionate about, so no complaints here!  It’s just hard – as I’m sure you can appreciate – to both be a dedicated, on-the-road evangelist/marketer and also spend focused time on a personal book project at once.  As a result, the book project has had to take a back seat many weeks.

Second, this is a project that – as many projects do – has matured over time as I’ve continued to research and write about the topic.  Let me be clear that I’m absolutely continuing to work on this project, but its focus has shifted and has moved in what is at once both an adjacent and evolutionary new direction. 

How marketers can better leverage marketing technology to be a more ‘connected’ marketer remains a critical element of the book, but I increasingly recognize two fundamental realities that also are critical to cover in the book. 

  1. As many of you probably will concur, technology adoption alone will not help marketers be more connected, nor is it necessarily the right first step; strategy and process change is the first step. 
  2. Much of the need for new technology – and new strategy and process – is the result of a fundamentally-changing modern marketing environment. 

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The New Year’s period is always chocked-full with ‘top ten’ lists and countdowns, and unfortunately, too many blog posts and articles that come out in this period are pretty much news/information you can’t really do anything with.  Inward reflection, but not actionable; sentimental, but not really something you can leverage moving forward.

I’ve been thinking for the last few weeks that for the New Year I wanted to do a post that is action-oriented and that will help you be a better B2B marketer in 2010. 

I also believe strongly in being a catalyst for sharing ideas — which is why I started this blog — and so I thought one of the most-actionable posts I could do would be to point you to resources where you can learn from the best and brightest in the B2B marketing community throughout 2010.  The gift that keeps on giving …

    

What are my criteria for the luminaries I’ve included in this list?

I didn’t start out with a formal set of criteria, but here’s what’s emerged:

  • First, these are all people that prolifically share their insights — cross-medium.  They Tweet, they blog, they speak, they write books, they consult, etc.  And they are generous in this regard.
  • Second, their expertise centers around new strategy, innovation and technology for marketing — particularly B2B marketing — and they are truly advancing the body of Marketing 2.0 knowledge … advancements that will help us cure the ad-centric, interruptive, paternalistic Mad Men hangover that has plagued marketing for decades.
  • Third, these are people whose insights I actually follow.  There is no one on this list whose insight I would not personally recommend and whose own books, blogs posts, Tweets, etc. I do not personally read.
  • Fourth, and in all honesty, all of these folks — except for one — are on Twitter.  Because if you’re not, and you have any insight into Marketing 2.0 … well, get with it!
  • Fifth, I did not look at anyone else’s ‘top influencer’ list in putting my own list together, nor have I feigned reverence to others’ ideas of who is a thought leader … and who is not.

Disclaimer 1: This list may or may not be exhaustive, and it may or may not include people you think should be included on this list.  So don’t be offended if I’ve left someone off.  I probably have, and so I’ll endeavor to add additional people in the comments area below.  And you should too!

    

Who made the list? 

So who has new and innovative insights for ‘propelling’ B2B brands going into 2010?

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