Archiv für den Monat: Februar 2023

12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

12 can't miss sessions at B2B Marketing Exchange #B2BMX 2023 speakers and crowd image

12 can't miss sessions at B2B Marketing Exchange #B2BMX 2023 speakers and crowd image

This week, the annual B2B Marketing Exchange (B2BMX) conference kicks off in Scottsdale, Arizona, and if the promise of sunshine wasn’t enough, the speaker lineup has me buzzing with excitement.

This is my first B2BMX and I’m hoping to run into some old friends as well as make some new connections as I soak up all the energy and inspiration from the B2B marketers attending, presenting and exhibiting.

If you are like me and get easily overwhelmed with so many inspiring sessions from top thought leaders to choose from, here’s a cheat sheet for the 10 can’t-miss sessions I’m most looking forward to.

Here are my top 12 (because I couldn’t narrow it down to 10)
Can’t-Miss Sessions at B2BMX 2023:

DAY 1 – FEB 27

Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity

Last week we were honored to talk to Pam Didner, founder and vice president of marketing at Relentless Pursuit, to get a sneak peek of these session on artificial intelligence (AI) and the impact it has on B2B marketing. She will explore some of the current AI applications already in use in the B2B landscape, as well as how to better understand how AI impacts the sales and marketing landscape, help us all connect the dots between the AI and our marketing roles, and so much more.

Well, There Goes My Buyer’s Journey…

In this keynote presentation Jeff Marcoux, CMO at Bombora will explore the shift in thinking and execution needed to engage the whole account in your go-to-market (GTM) strategy, along with examining why its time to pivot in account based marketing (ABM) to cover the demand unit, and much more. We spoke with Jeff about about this fascinating session and you can read in our in-depth preview „B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption.“

Are Your Emails & Digital Ads Losing Impact? Learn How Paycor Creates Powerful Moments With Direct Mail

Hear from Paycor’s Gretchen Swann and PFL’s CMO Jennifer Bellin about their „always-on“ direct mail program that significantly increased nurture response rates and generated a 15X ROI on campaign investment. In this session, we will learn how to set up a high-impact nurture program using direct mail, see examples of personalized direct mailers that deliver results, and more.

DAY 2 – FEB 28

How 2022’s Marketing Trends Are Shaping 2023

This session with Mia Meade, senior business consultant, go-to-market initiatives, at Southwest Airlines, Neha Shah, senior director of product marketing at Salesforce, and Alexis Skipper, product delivery consultant at Southwest Airlines, will cover the top challenges and trends B2B marketers faced in 2022, and strategies to overcome them in 2023 and beyond. I’m looking forward to learning tips and best practices from Salesforce and hearing how Southwest Airlines is leveraging marketing automation to put these tactics into action.

Tired Of Chasing Vanity Metrics? Learn How To Drive Real Marketing Outcomes — Marketing Meets Sales!

Sophia Agustina, global performance marketing, brand-to-demand strategy at IBM, Carol Mallia, senior marketing manager, global ABM and growth marketing at Citrix, Nick Bennett, senior director of event-led growth and evangelism at Airmeet, Danny Sachdev, CEO at Beeleads, and Will Aitken, head of social at Lavender, create an expert and diverse panel of marketers, vendors and sellers that will guide us through the key steps for building a results-driven marketing approach, including understanding target audience needs, crafting compelling messaging that resonates, identifying the right channels and tactics, and aligning with sales and marketing teams for the greatest results.

Precision Demand Marketing: A Guide To The Convergence Of ABM & Demand Generation

Join experts Kerry Cunningham, research and thought leadership at 6sense, Colby Cavanaugh, senior vice president of marketing at Integrate, and Michael Newman, vice president of marketing, demand gen at Tipalti to discuss the power of Precision Demand Marketing and how to implement across four key areas: Target, Connect, Activate and Measure. This session promises to help B2B marketers hone audience segments to develop ideal customer profiles (ICPs) and define your GTM approach, diagram buying groups and individual buyers to leverage intent signals, implement measurement best practices and more.

In 2023, Performance Is Still Possible: See How With ABX Experts From Gigamon & ServiceNow

Maureen McCormick from ServiceNow, and Adam Perry from Folloze will share their unique success stories leveraging new techniques and technologies designed to support the new B2B buying dynamics. They will discuss how they think about ABX as a cornerstone of their GTM success, deliver omni-channel personalized experiences that drive growth, leverage critical engagement insights to deliver tighter orchestration with sales, and more.

Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel Success

In this session, Dan Cafiero of Seagate Technolog and TechTarget CMO John Steinert will discuss the work it takes to achieve a high-performance capability focused on pipeline and revenue. They’ll cover core ABM considerations for intent data, enablement and technology, and the critical importance of keeping your entire team aligned.

Now That We Have Your Intention: How Buyer-Level Intent Data Will Transform Your Marketing

In this session, NetLine’s chief strategy officer David Fortino will focus on cutting through the noise surrounding intent so you can find the most valuable signals, accelerate sales enablement and improve business outcomes. Join David to explore how how to identify and interpret intent signals, which intent signals you should be paying close attention to, why buyer-level intent trumps account-level intent and how you can use buyer-level intent data in your organization.

Cisco Enables Channel Partners To Win SMB Customers

During this session, Luxy Thuraisingam, Cisco’s head of global partner marketing and SMB, will discuss how her team is driving brand preference, designing a partner-focused digital lead engine and simplifying tools to empower channel partners with effective demand generation and marketing resources. This session will teach marketers the power of creating a digital demand engine for partners, simplifying messaging to partners and customers, and scaling reach with data-driven insights.

Day 3 – MAR 1

The Steps To A Credible & Defensible Market Position

I’m looking forward to joining Allen Weiss, founder and CEO at MarketingProfs, as he shares a B2B case study from a major player in the semiconductor industry and explorest the importance of perceptual maps, segmentation, positioning statements, benefits and core competencies. I’m excited to learn more about the kinds of problems positioning solves, how to define a company position today and in the future, and what the market really wants.

The Audience Is The Algorithm, And Bravery Is The Answer

Jay Baer, founder and president at Convince & Convert, will help wrap up the sessions with a bold, entertaining presentation filled with powerful, real-world examples. He promises to challenge the group to find the courage to make the marketing we’ve always wanted to… and that our prospects and customers now demand.

I’m sure I have missed some great sessions so please send additional recommendations our way on your own can’t-miss topics and speakers. If you will be at B2BMX in Scottsdale this week, TopRank Marketing CEO Lee Odden and I would love to connect while we are in town. While Lee is always looking for an early morning running crew, a leisurely cold brew is more my style before sessions begin, and I will be looking for any excuse to hang or dine alfresco if you want to meet for coffee or a cocktail to enjoy the Scottsdale sunshine. Let’s connect on LinkedIn or Twitter.

I’m SO EXCITED to visit with marketers like you who are elevating the B2B marketing industry!

The post 12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX appeared first on B2B Marketing Blog – TopRank®.


5 Ways ChatGPT Will Change the Future of B2B Content Marketing

5 ways ChatGPT will change the future of B2B content marketing woman at computer image

5 ways ChatGPT will change the future of B2B content marketing woman at computer image

If you haven’t heard the jokes yet, you will. ChatGPT is the terminator, and all of us content marketers are Sarah Connor. It’s only a matter of time before the evil machines seize our jobs out from under us and send us scrambling for one of the six journalism positions left on the planet. If, someway, somehow, we want to stay in marketing, our only desperate recourse will be to learn how keywords actually work, or worse… try PAID SEARCH.

…Ok, so the reality isn’t all that dramatic, no matter what those jokers in SEO want you to believe. There is, however, a grain of truth behind all the ribbing: the fact is, ChatGPT and advanced machine learning AI like it is going to change how content marketing works forever. In fact, it already is. It’s just not going to replace content marketing or content marketers.

In fact, with the right outlook and attitude, ChatGPT represents more of an exciting opportunity for content marketers than an existential threat. While we’ll probably never be able to use it to do our jobs, it can make several processes more streamlined, informed, and strategic.

Even more importantly, as ChatGPT starts to affect content marketing, it has a way of revealing what has always been most important — and human — about the process in the first place. By paying close attention to how ChatGPT is changing content marketing, therefore, we can better understand not only what our roles will look like in the future, but also how to perform those roles better than ever.

In that spirit, I want to take a look at five ways ChatGPT will (or already is) changing content marketing forever — and how we can use each of these changes to learn how to do our jobs even better.

[bctt tweet=““With the right outlook and attitude, ChatGPT represents more of an exciting opportunity for content marketers than an existential threat.” — Harry Mackin @Shiitakeharry“ username=“toprank“]

1 — Human content will need human insights to stand out

I promised I wasn’t going to get too “fire and brimstone” in this article, so I’m starting with the worst news. Yes, ChatGPT and the predictive AI tools to follow will almost inevitably be used to generate a great deal of content. The truth is, they’re simply too fast and tempting not to use.

Given simple prompts, ChatGPT can generate an article of any pre-specified length about virtually any topic imaginable in an instant. This article will make sense, “sound” human (to an extent based on the topic and prompt), and will probably even be relatively accurate.

There’s a clear use-case for content like this: quick and simple, FAQ-style answers. The usage will be similar to the way companies are already using AI-trained chatbots: they’ll use AI to populate FAQs near-instantly. Others may even use the technology to write more traditional content marketing blogs on simple topics with SEO value.

This won’t be “high-quality” content, of course, but as long as it answers the query clearly and accurately, it will get the job done. If content marketers want to write up an article on a topic themselves rather than handing it off to ChatGPT, therefore, we’ll have to make the case for why that topic requires or deserves “the human touch.”

That “human touch” will be the conclusions our content comes to. ChatGPT can present, summarize, and even synthesize pre-existing information by pulling it from a wide variety of sources, but it can’t generate new insights out of that information.

Therefore, the content we write ourselves will have to go further than collecting and reciting information. We’ll have to use the information we collect to say something new.

[bctt tweet=““The content we write ourselves will have to go further than collecting and reciting information. We’ll have to use the information we collect to say something new.” — Harry Mackin @Shiitakeharry“ username=“toprank“]

2 — AI will make SEO optimization easier and faster

ChatGPT uses a machine learning process called Large Language Model to very quickly process huge amounts of text related to particular subject matter, infer relationships between words within the text, and then recreate those relationships predictively and in a way that makes sense grammatically and structurally. The way this process works makes it very helpful for optimizing content for SEO in a few different ways.

Marketers are already using ChatGPT to write simple content that includes or answers questions about keywords to support search engine optimization. Even if they end up substantially rewriting the content the AI produces, just seeing how the predictive model talks about the subject matter gives them a good place to start.

This process can be particularly helpful for content concepting. Content marketers can type in the keywords provided by their SEO teams and see what kind of subject matter the AI produces given the prompt in order to understand how they should approach writing about their subject matter in a manner that’s in-line with other content about it.

To get a little more technical, ChatGPT can also give content marketers an opportunity to easily incorporate semantically-related keywords into their content. Semantically-related keywords are words and phrases that are related to keywords conceptually. When search engines look for the keywords in question, they also search for semantically-related keywords, in order to make sure the content they’re providing in their search engine result pages (SERPs) is truly relevant to the query.

Because of the way ChatGPT aggregates existing content related to subject matter, it tends to be very good about including semantically-related keywords in the content it generates. Using ChatGPT could be a good way to check for and include particularly important semantically-related keywords. By writing content featuring the words ChatGPT seems to continuously find and include when discussing your SEO keyword, you could be “telling” search engines that your content is particularly relevant.

[bctt tweet=““ChatGPT can also give content marketers an opportunity to easily incorporate semantically-related keywords into their content.” — Harry Mackin @Shiitakeharry“ username=“toprank“]

3 — Sourcing & data will become major content differentiators

ChatGPT aggregates text related to subject matter, but it doesn’t “reference” that text. It can’t use or cite sources, pull data from studies, or quote survey results. ChatGPT content, therefore, will be conspicuously short of empirical facts and hard data — and may even include false information. This will make providing sources for the assertions you make more important than ever.

The type of content that will continue to require “the human touch” in the years to come will be the content that involves original research and/or analysis of research. It will reference sources and provide data-backed evidence for the assertions it makes.

Even more crucially, it will use this evidence to arrive at new, insightful conclusions and/or to express informed opinions that will help the reader come to a new and deeper understanding of the subject matter in question. Ultimately, this is the service human writers provide that the AI can’t; it can bring together everything that’s being said about a subject matter, but it can’t say anything new.

The more AI-driven content proliferates the internet, therefore, the more valuable real data will become to content marketing. Conducting surveys, interviewing expert sources, and referencing research will become the cornerstone of the type of content marketers will continue to produce themselves. Expect future content marketing initiatives to revolve around making use of original and/or sourced data, interviews, surveys, and studies.

[bctt tweet=““The more AI-driven content proliferates the internet, therefore, the more valuable real data will become to content marketing.” — Harry Mackin @Shiitakeharry“ username=“toprank“]

4 — Targeting will be a big way content marketers remain relevant

ChatGPT doesn’t really “know” who it’s writing for. It doesn’t know what information is particularly relevant to your audience or why. Turns out having that understanding is… pretty important to content marketing, to say the least.

Good content marketing, like all marketing, is all about understanding to whom you are speaking and why. You need to understand what’s important about your subject matter to your particular audience — and, of course, how you can explain it to them, both on their own terms and in a way that communicates that your brand knows what it’s talking about and is ready to help.

At least in the immediate term, ChatGPT-generated content is going to be broad and generalized. It will summarize a topic, but it won’t delve into how that topic matters to particular groups of people. That will be your job.

The marketing that sticks out from ChatGPT-generated content is the same kind of content that stands out today: content that understands its audience and provides specific value to them. No matter how much information ChatGPT processes and regurgitates, it will never be able to do the legwork to understand how to make that information useful to your audience the way you can. Expect future content marketing initiatives to emphasize targeting more than ever, and endeavor to understand your audience as well as possible, just like you do now.

[bctt tweet=““The marketing that sticks out from ChatGPT-generated content is the same kind of content that stands out today: content that understands its audience and provides specific value to them.” — Harry Mackin @Shiitakeharry“ username=“toprank“]

5 — AI will become a “writing partner,” not a replacement

Even if AI isn’t going to outright “replace” content marketers the way we might have nightmares about, the truth is it will probably have an ever-increasing presence in our day-to-day work. It might not write all the content for us, but we’ll probably start using it to get started.

Some marketers even believe this will become the main role of content marketers in the future, especially as AI becomes more advanced. AI will create the first pass at a piece of content, and then rather than writing it themselves, content marketers will input further prompts to improve on the first pass, then selectively edit what they end up with, adding sourcing, context, an informed point of view, and personalized targeting, all to make it more specific to their readers and relevant to their brand.

In fact, content marketers are already experimenting with this possibility more and more all the time.

Hopefully, this article helped you feel a little less nervous about the future of AI-assisted content marketing. In fact, I think we all have reason to be more excited than worried!

No matter how advanced AI becomes, the truth is there will always be a market for informed, insightful human content written from experience, with a real point of view, and for a particular purpose. The trick to making ourselves useful in the future will be the same as it always has been: understand our audience and provide them with the best, most human content we can.

…and maybe tell a joke now and then. The AI are still pretty bad at that. But then, maybe it’s my prompts.

The post 5 Ways ChatGPT Will Change the Future of B2B Content Marketing appeared first on B2B Marketing Blog – TopRank®.


Stiftung KlimaWirtschaft

Die Zeit der Zieldiskussionen ist nun vorbei. Die Dekade der Umsetzung hat begonnen. Es braucht lösungsorientierte Diskussionsbeiträge, praktische Handlungsempfehlungen, integrierte Maßnahmen und viel mehr Geschwindigkeit. Mit ihrer Innovationskraft, Lösungskompetenz und Umsetzungsbereitschaft ist die Stiftung 2 Grad aber nach wie vor der Motor dieser Transformation und Bindeglied zwischen Politik, Wissenschaft und nachhaltiger Wirtschaft. Spätestens seit dem […]


B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption

Jeff Marcoux B2BMX

Jeff Marcoux B2BMX 2023

Our B2B Marketing Exchange Speaker Spotlight is back with none other than Jeff Marcoux, CMO at Bombora, a provider of Intent data for B2B sales and marketing. With a conference theme of Performance Plus, Jeff is a great choice for a B2BMX keynote speaker with his extensive background in tech and enterprise B2B Marketing.

I first met Jeff when he was a CMO Lead, Worldwide Enterprise Marketing at Microsoft in 2015 and was kind enough to educate us all in the art and science of predictive analytics. Jeff has continued on his path as a sophisticated B2B marketer in senior marketing leadership roles, giving back as an adjunct professor in marketing and starting his own go to market consultancy.

At B2BMX, Jeff will be keynoting on the need for B2B marketers to disrupt their Go to Market approach to more effectively engage the entire account as companies dealing with economic uncertainty. This interview is a bit of a preview of his talk or a summary in case you don’t make it to B2BMX.

Tell us about your role as CMO at Bombora

Jeff: I was a Bombora customer back at TTEC and I was a customer when I was at Icertis. I’ve always used it in my teaching, like for UC Irvine and Oregon State University. I’ve used them when I was doing some fractional CMO work and when I was doing a lot of advisory work with accounts, trying to figure out intent data. I have always been a fan and a champion as a customer, and they wanted me to come in and essentially do what I was doing as kind of an evangelist advocate for the brand naturally, but to replicate that internally.

A lot of people don’t know this about Bombora, but we have three distinct business units to some extent. We’ve got the intent data side that everybody know about. We also have a massive audience solutions business where we provide data to most of the big B2B holding companies and major brands. And then we have a whole channel partner ecosystem where people tend to see our stuff, like in 6sense and solutions like that.

There are a lot of different pieces in the role from being a customer evangelist to now being the CMO, architecting a rev op function that is focused holistically on the business, pivoting the marketing team to focus on opportunity and revenue in a full funnel focus. It’s all those different pieces coming together

We created the function of segment marketing in addition to product marketing, which is kind of an interesting motion where the segment role is focused on the go to market motion for sales. So they’re kind of the right hand of sales versus where product is focused on leaning into product, helping us drive voice of customer, ensuring we’re actually following best practices on commercialization releases.

The other part I’m implementing right now is kind of, I call it „wagile“, a waterfall agile kind of combination. Certain elements in marketing have to be waterfall, right? Certain things have to happen for others to happen, but you can still execute that in a natural manner.

While people know Bombora, it’s very obvious that people don’t truly understand intent data – where it comes from, why and how it’s different.

For a lot of people it’s just a feature in an ABM orchestration motion. I view it and have used it very differently, where it actually becomes like a fundamental element to business strategy.

So, how do I start to help the market realize that it’s more than just prioritizing accounts and putting ads in front of them? Or telling your sellers who to call first and all the different use cases that you can deploy it against? Everything from competitive intelligence to M&A to pipeline forecasting, to your content strategy plus all kinds of stuff around events, I’m just barely scratching the surface on those. Most people just want to know, are these are the accounts that you say I should go after?

At B2BMX you’ll be giving a keynote on the need for disruption in B2B marketing and go to market – what are some of the biggest changes driving the need for change?

Jeff: The need for disruption? The need for change? A lot of what’s playing out in our traditional playbooks isn’t going to work as we go forward. I’ve been one to say controversially, that I think marketing automation is kind of dying and on its way out, just like the old traditional lead nurture flow.

If a buyer is a good fit, if they’re showing intent on our product or our brand, when do you want to talk to them? The answer’s yesterday, right? Like, they don’t want to wait for weeks.

The key things that kind of stand out are, we’re seeing longer sales cycles. And given current macroeconomic trends, we’re seeing more people, more touches being necessary, significantly more people, which marketing greatly misunderstands. Obviously tighter budgets, budgets are trimmed down. The misalignment still continues to happen a lot in marketing between sales and marketing. You’d think we’d figure it out. I can say even when I was consulting, this was probably happened 95% of the time.

At the end of the day, business doesn’t really give a crap about MQLs. They care about opportunities They care about closing on revenue.

Not having direct conversations and understanding your business continues to kill marketers. And then I still feel marketers are starting to get to the motion. We still do fluffy metrics. We spent forever beating the MQL into business‘ heads, but at the end of the day, business doesn’t really give a crap about MQLs. They care about opportunities They care about closing on revenue. They care about identifying churn, all those other kinds of things.

Matt Dixon’s recent book, The Jolt Effect talks about how the fear of messing up is real in leading to massive indecision. Marketing needs to, if they haven’t already, start to step up and take a bigger, full funnel approach to everything that they’re doing. Because a lot of marketing departments are still limited to the top of the funnel. They’re not looking at velocity and conversion rates. They’re not looking at helping post-purchase. It’s still shocking how after all these years it’s like, „oh, we think we should be doing all these things, but we’re not.“

Let’s drill down on the idea of full funnel engagement. Can you expand on how marketers can make the shift?

Jeff: So the first thing is, you have to change your metrics. If you’re only focused on MQLs and top of funnel stuff, that’s how you’re gonna…compensation drives behavior. So, if that’s what my budget’s based on, I’m not gonna look down funnel when you align

When I move the SDR onto our demand gen team, now the leader of that demand gen team is not about doing a webinar, it’s not about checking a box. It’s about, do we think that this is the best return on not only our investment, but also our effort, which that’s become a big talk track for me is ROE.

Do we agree this is the best thing for us to be focusing our time on? Versus marketing doing a flurry of activities to hit a number that doesn’t necessarily align with the business number.

What I love about it is, if we truly think that this webinar is the thing that’s the best use of our time, or this first party event is really important let’s direct our SDR resources to get people to sign up, get people to register, whatever that is. Because holistically, we believe this is what’s going to get us to the opportunity number. That as opposed to, I’m doing a flurry of activity and hoping, you know, that it’ll turn out okay.

Under what timeframe do you hold an effort like a webinar accountable and measurable? What role does content repurposing play for long, slow burn impact outside of the short term?

Jeff: So it’s interesting, I’ve always been a fan of kind of marquee, big rock content strategies where it’s big material pieces that truly deliver value that can be cut into a lot of different, smaller pieces. They can live for extended periods of time. I still am a big fan of that.

I think at the same time, we can look at some of these discreet pieces, and if we believe that they’re going to have that long burn, then they’re worth looking at. Simple things like, tying two things together. I could build a webinar that I run live every week that is available to my SDRs to target anyone who’s showing intent on Bombora, right? Then if two people show up, or if one person shows up, or if 10 people show up, that’s a win, right, if they’re a good fit for us. If they’re showing intent on us. Those could be turning into real opportunities really fast.

That versus if I do something on a topic and I need 150 registrants or a thousand registrants, the mindset shift is different. It’s like the effort is basically the same, but the shift on quality versus the quantity as well as how do you create those repeatable motions to get that long burn, to your point.

I’ve actually now built out a cadence of things that we can do to equip the SDRs for that kind of stuff or like with our customers. I’m starting down this whole series on other ways you can use intent data. Like, using it for your event strategy, using it for your pre-year and post, using it for your content strategy, measuring your brand health, all these different kinds of things that people aren’t doing – like how, how your agency should be strategically providing you insight and things like that. Especially with the trend of media buying shifting back in house.

So, those are long burn, right? That’s a piece of collateral that will live for a long period of time because the fundamental data doesn’t change, but the way in which you think about it, interpret it does.

What are some best practices for measuring a brand’s health against their Ideal Customer Profile?

Jeff: I’m still a fan of FIRE campaigns – I call it FIT, FIR and FIRE campaigns is what you could be running. You have those that are a fit for your company based on your ICP definition. And there’s a whole new vein.

Fred Reichheld, the creator of the Net Promoter score, had a really interesting concept that I loved, which was he hates how basically bastardized NPS has gotten. So he released a new book and his comment was, we kind of do this whole fit profile wrong and what you really should be looking at is, what does it cost to acquire a promoter for your business?

It’s not who you win most with, but where does the most customer lifetime value come from?

That’s a big shift for marketers in the ICP world of, here’s what the technographic, firmographic, or maybe psychographic data needs to look like. I might win more, but is that the best use of effort in terms of the longtime health of the business?

So you have your FIT campaigns, right? They’re a good fit for us. Then you have FIR – fit, intent and recency. So they’re a good fit, they’re showing intent, and that intent is headed in the right direction. And it’s sustained. Then the E at the end of it is engagement, right? They’re engaging with my brand, they’re clicking on my ads, they’re on my website, right?

What’s interesting, and growing up in the product marketing and demand gen space, I was always a brand pessimist. It was like, those are fluffy metrics. But now, Bombora’s data is really interesting in this vein – you can put in your target account list, that ICP. Then when I run a campaign against any of those, I can look at number one, my brand versus my competitor’s brands in the market just from intent with the FIT profile that I actually care about.

I don’t care about the whole market. I care about who I want to sell to, that’s number one. I can see that health over time. Then when I run a campaign, I can see that the topic category of like ABM or whatever the topic is that I am trying to create buzz about.

Did I actually see a material lift in that? And then did that also correlate to one with my brand? I can actually now measure that and see it visually as opposed to all the traditional trackers. And then if you overlay that with Bombora’s tag or a first party tag, it de-anonymizes then, right?

Not only am I measuring out in the world, seeing if that category shift and seeing if my brand shifted with the people I actually care about. Then you can answer the question, did they actually come to my site? Are they engaging? All those kinds of things. That’s how you should be measuring brand. That’s a great example of how you can truly measure the market you care about that has active interest in your brand.

How can B2B marketers do a better job of engaging the full account in their go to market?

Jeff: That’s interesting, so it varies by deal size, et cetera, as you go through it, but there’s also too many people. We’re seeing seven to nine and upwards of 10 to 12 in medium to enterprise size companies. But if you go beyond that, there’s diminishing returns and it just takes longer. And your win rate decreases with that.

What’s also interesting is the journey that people are going through – who engages when through your buyer’s journey. As marketers, we tend to be like, that’s obvious, except for the fact that most of us are like, „we’re going to target the whole demand unit from day one“, and that’s not right. Like procurement and finance come at different stages, CISO’s come in at different stages through a deal cycle.

So you need to actually map out and understand who comes in when. Who are the key champions when? Where do you start when you win? Then who has to be involved in this? There’s all kinds of great data from Gong and others. And you can start see things like, oh, if you have four more contacts, your win rate can increase by X. If you have a VP, it increases by Y. But the way in which you start to do that is by mapping that journey.

Let’s look into Jeff’s crystal ball when it comes to the future of ABM and go to market. What should marketers be focusing on most in 2023?

Jeff: In 2023, I’m guessing this is going to be a rough year. I’ll call it a correction as opposed to „the sky is falling“ in the market.

That said, it’s created an atmosphere of apprehension. So for marketing, lean in on metrics that actually matter. Understand the job to be done for your business. I think the marketers who do that are gonna start to be more successful.

For marketing, lean in on metrics that actually matter. Understand the job to be done for your business.

I think getting out of your head in some of the old world disciplines that we’ve spent a lot of time in like, lead scoring models and nurture programs are the greatest things since slice bread. You’ve gotta start to back out and think about, this account based everything, right?

If you’re not tailoring your stuff to accounts that you know are a good fit for you, however you define it, or if you’re not thinking about utilizing some level of intent data to prioritize your time, you’re just shooting in the dark and hoping people find you with broad brand campaigns.

Most people’s budgets have been trimmed and reduced. So the question is not, how do you be Coke to the world, but how do you be Coke to the brands that matter to you?

I think there’s going to be a piece on efficiency and a kind of velocity that markers are going to have to lean into. I also think if I pause on lead scoring for a second, I think there needs to be a mental mind shift in what makes something good. And ready. That’s kind of the coupling with SDRs where lead scoring could and should probably shift to likelihood to win motions, not likelihood to take a meeting or an opportunity.

Enterprise marketers are the worst at making things complicated, way more complicated than they need to be.

I think there’s a whole realm of rethinking, I think we also have to get out of our heads. Enterprise marketers are the worst at making things complicated, way more complicated than they need to be. I try to be a simple guy and to me it’s like, less is more except for pizza and paychecks, right?

Attribution models and all kinds of this crazy stuff. W attribution models and this and that. At the end of the day, if you’ve got a good relationship with your sales team and you’re aligned to business metrics that matter, you can be really freaking simple.

It’s like, which leads came from marketing? Which opportunities came from marketing we wouldn’t have otherwise ? Marketing originated. Which ones didn’t come from us, but we heavily influenced? Heavily influenced and they took a significant action with us? Great. Then which opportunities do we just lightly touch? Some, add some emails, things like that. I’ve got my three tiers of stuff, but what matters to the business? Did we actually hit our number? And then hopefully how much of that came from marketing?

I want marketing leaning in to get their bonus on helping to ensure that sales hits their number no matter what.

At the end of the day, if you’re focused on the number as a whole, you look at for the business, compensation drives behavior. I want marketing leaning in to get their bonus on helping to ensure that sales hits their number no matter what. So if they’re not focused on full funnel, if they’re not focused on leaning in to the opportunities, creating custom content and facilitating pipeline through the whole journey, they’re going to focus at the top of the funnel and they get defensive. „I take credit for this versus you.“ No, no, we’re all focused on this number. We all need that to succeed. We, we’ll track it because we want to be smarter and intelligent about it. But I need you to succeed.

So it’s just a different mind shift of „us versus them.“ It’s like I, as a CEO, I as the CMO want my team working together to hit the overall number as opposed to pointing fingers and taking credit. That’s where you see a lot of the friction happening.

Thanks Jeff!

You can connect with Jeff on all things related to ABM and Go to Market on LinkedIn, Twitter @jeffmarcoux or his company website at

If you’re reading this before February 28th, you can also see Jeff live at the B2B Marketing Exchange, Monday, February 27, 2023 4:50 PM to 5:30 in the Camelback Ballroom where he’ll be presenting:

Well, There Goes My Buyer’s Journey…
In this session, we will dive into the shift in thinking and execution necessary to engage the whole account in your GTM. Jeff Marcoux will ensure your branding efforts drive effective impact at target accounts to structuring campaign alignment and engaging your buying group to execute with your SDR team beyond the first meeting. The time to disrupt yourself and your GTM is now… before you are disrupted.

There are actually a few B2B Marketing Exchange tickets left, so if you are in the Scottsdale area or want to make a last minute trip to learn from your favorite B2B Marketing pros, use the discount code, TopRank25 for 25% off! More info here.

Of course if you’d like to connect with me @leeodden or my Director of Agency Marketing, Katelyn Drake @kb_drake, we’ll also be attending B2BMX and would love to meet you!

The post B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption appeared first on B2B Marketing Blog – TopRank®.


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