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Posts Tagged ‘mass one-to-one’

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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Over the last 7 months I’ve been very focused in my research on the dynamics of how B2B marketing is changing — particularly the increasing importance of developing buyer-centered marketing strategies and programs.  (In fact, this week I’m speaking at a B2B Magazine event in London about new ways to drive B2B e-mail marketing programs based on behavioral/implicit factors, versus standard demographics.)

The broader evolution of B2B marketing has been accompanied by new challenges and opportunities, and in some cases these have driven the emergence of completely new marketing disciplines.

Content marketing is just such a discipline.  Whereas marketing content has always been with us, I submit that modern content marketing is something altogether new — an evolutionary approach to engaging buyers with buying-stage-relevant information and a response to several rapidly-changing B2B marketing dynamics.

What has led to this emergence?  And what are the implications for this new discipline?

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I’ve been actively speaking over the past few weeks about a new strategic mindset I believe B2B marketers should adopt today — a ‘mass one-to-one’ strategy.  This is a posture where marketing manages scale, targeted, engaged and two-way dialogue with prospects, upstream from sales-team interaction and ultimately with the purpose of paving the way for a sales close.  This is much more than mere lead generation; moreover, the growing need for such a strategy really is the natural extension of my recent observations about how the nature of the B2B buyer is changing and the permanent shift this is affecting in the roles of both sales and marketing team members.

The intent of a mass one-to-one strategy is to close an emerging sales-cycle gap — where the buyer is seeking information and having dialogue about a purchase, but is doing so on his/her own terms, mostly online (including via social media) and prior to ever engaging a sales team member.  The strategy thus attempts to fill this gap by having marketing replicate and replace some of the engaged, ‘customer-centered selling’ interaction a sales team member might have pursued before the nature of the buyer began changing.  The strategy focuses more on initially responding to ‘pull’ and initial ‘inbound’ activity and on conforming to the buyer’s cycle than on driving interruptive ‘push’ tactics.  This means knowing the buyer better than ever before.  It also means marketing has a more strategic … and complex … role than ever before.

Why 'Personas' Are the Secret Sauce for Effective Marketing Automation Campaigns and the Key to Achieving a 'Mass One-to-one' Strategy

Source: iStockphoto

The good news is that the same Internet that brought this change also is fostering new tools to respond to it.  By embracing a holistic lead management strategy and by deploying a robust marketing automation platform, marketers can get start to get some control.  In fact, mass one-to-one sounds great and is more achievable once you have technology like this in place.  Yet most marketers will admit that the idea of building an endless number of dynamic, anticipatory, customer-triggered campaigns for some infinite number of customer types and scenarios is daunting.  Where do you stop?  How do you get any economies of scale?  Such a commitment of time and resources — without limits — can result in a declining return that does not match the investment. 

So how do we get our arms around this ‘brave new world’ of B2B marketing and get going with mass one-to-one without blowing a gasket?  In particular, how do we focus our marketing automation campaigns to get the most bang for our buck? 

I believe the answer — the ‘secret sauce’ — more than ever is personas. 

Yes, personas.  Let me explain …

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