Businesses are always striving for more efficiency and higher productivity. In B2B, marketers often look to technology for productivity gains. Where is this technology headed?
At Triblio, we’ve been following three martech trends: the transition from leads to accounts, the transition from single to multi-channel campaigns, and the transition from reactive to prescriptive marketing. Today’s blog examines each of these trends in detail, breaking down how they’re changing the way modern marketers do business.
Leads vs Accounts
This may seem like old news, but many organizations still run on well-established lead gen machines. At the end of the day, marketers aren’t going to regulate themselves and turn down leads if that’s what their campaigns are generating. Also, these legacy systems define how marketers and salespeople contribute to growth, and foundational systems like that don’t change overnight.
However, leads can only get you so far. They don’t accurately represent marketing’s impact on pipeline. That’s why shifting to an account-based approach is the only logical way forward for revenue-driven marketing teams. With a more focused strategy, demand gen marketers save on wasted campaign spend. Plus, ABM strategies help marketers align their activities with sales, which better equips marketers to make real, proven contributions to pipeline.
Single vs Multi-channel
Given the way people use the internet today, it’s important to maintain a presence in more than one channel. Digitization has transformed the modern workspace so that we often spend hours switching back and forth between replying to emails on our laptops, scrolling through Linkedin on our phones, and tuning into a webinar. Managers aren’t calling employees out for being distracted across 30 different tabs because that’s just how we get things done in the modern business world.
It’s also important to note that digitization hasn’t displaced physical workspaces. Many of us still receive mail at the office and drive past airport billboards when we travel for meetings. However, few things are completely void of digital elements today. Even at a conference, when you’re physically attending a session, it’s not uncommon to simultaneously do research on the speaker’s background and tweet out notable moments.
Ideally, your messaging will find and reach your target stakeholders no matter where they’re working or what they’re working on. In this regard, single-channel campaigns don’t stand a chance. Oftentimes, the campaign manager of a specific marketing channel isn’t worried about whether different offers are being promoted through different channels or whether there’s a plan for sales to follow-up.
Marketers who expand their thinking to incorporate multiple channels in each campaign are much better equipped to pursue prospects who live multi-channel workdays. As buyers are checking email, attending meetings, and browsing social throughout the day, you’re hitting them with consistent, well-orchestrated messaging.
Reactive vs Predictive
In traditional lead generation, marketers campaign for prospects to fill out forms, and then they deliver qualified leads to the sales team for follow-up. Every lead follows the same linear process, and personalization doesn’t really happen until prospects start talking to sales. That’s reactive marketing. You’re waiting for prospects to raise their hand and explicitly offer up information about their needs and wants.
In contrast, a predictive approach to marketing leverages intent data so that you can proactively reach target accounts at the right time with the right messaging.
If you’re not yet familiar, you’ll probably hear a manager or colleague rave about it sooner or later. Purchase intent insights give sales and marketing teams visibility into when target accounts are ready to buy. Marketers can use surges in particular keywords to trigger topical campaigns, and sales reps can gather hidden insights that’ll give them the edge they needed to finally persuade the decision-maker. By incorporating intent data into your marketing and sales strategies, you can proactively target the accounts you care about with the messaging that they care about.
We see these three trends as the building blocks for a new wave of martech. The “golden age” of marketing automation is coming to a close, and as marketers demand more, it’s paving the way for new martech platforms that go well beyond basic automation and do more than serve as systems of record. Martech built around ABM and intent data aim to serve as platforms of intelligence with prescriptive, multi-channel capabilities. It’s an exciting time in the industry with more innovation to come.