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Gain valuable insights and perspectives to build your business and respond to market changes from Kristen Taggert, VP of Integrated Marketing Communications.

Perspectives from Kristen Taggert | Brunner

Vice President, Integrated Marketing Communications

Kristen Taggert

BlogArticle

<p>Digital marketing transformation continues to be a hot topic, and its acceleration has continued to increase exponentially. Businesses are implementing systems to better market to their customers; enable sales to understand, prioritize and react to leads that fuel opportunity; to manage the lifecycle of customer engagement; and at the end of the day, to hopefully tell a value story for marketing impact on sales opportunity and ultimately, revenue.&nbsp;&nbsp;</p><p>So why do so many organizations struggle to get to that state of nirvana? There are certainly a lot of factors that contribute, but here are 3 guide rails to rally around that can lead to&nbsp;success.&nbsp;</p><h2><strong>1. Always&nbsp;Start with Your Customers</strong></h2><p>&nbsp;To be successful, everything you do must be keenly aligned to your customers. Who are they? What do they care about? How are you meeting their needs along the entire journey of becoming a customer? Who are decision-makers and influencers? What are the customer touchpoints along that journey that will not only allow you to win that business but to maintain that relationship long term?&nbsp;</p><h3><strong>Start with&nbsp;Definition</strong>&nbsp;</h3><p>As&nbsp;marketers, everything we do serves&nbsp;and supports&nbsp;the customer experience.&nbsp;UX exercises such as empathy mapping and persona development can help define&nbsp;customer&nbsp;demographics&nbsp;and&nbsp;psychographics&nbsp;to&nbsp;better&nbsp;understand&nbsp;their&nbsp;needs,&nbsp;mindset,&nbsp;and behaviors.&nbsp;These simple&nbsp;exercises&nbsp;put&nbsp;you&nbsp;in the mindset of the customer and help&nbsp;you&nbsp;understand who&nbsp;your customers&nbsp;are, what they need, and even&nbsp;how your product or service can alleviate their specific&nbsp;pain points.&nbsp;When combined with supplemental&nbsp;primary&nbsp;and&nbsp;secondary research&nbsp;and analytics,&nbsp;organizations&nbsp;can&nbsp;sharpen their focus on&nbsp;defining&nbsp;customers&nbsp;which should&nbsp;in turn&nbsp;refine&nbsp;marketing strategies.</p><h3><strong>Focus on Customer Experience and the Journey</strong></h3><p>Having defined your customer, start thinking about what content&nbsp;and touchpoints&nbsp;are&nbsp;relevant to&nbsp;them at each step in their journey.&nbsp;Keep in mind, this isn’t just about awareness. It’s about&nbsp;a&nbsp;360–degree&nbsp;view of&nbsp;customer&nbsp;experience. From awareness and conversion to loyalty,&nbsp;the goal is to engage, win, and&nbsp;retain.&nbsp;</p><p>Starting with simple activities such as journey maps can help&nbsp;sharpen your&nbsp;marketing and&nbsp;content&nbsp;strategy and&nbsp;develop relevant messaging across the customer lifecycle. There will be multiple touchpoints along the way, with different organizations within the business involved. Make sure to&nbsp;not only&nbsp;identify&nbsp;marketing and&nbsp;content strategy but&nbsp;other touchpoints along the customer lifecycle that should be considered. Those areas may include&nbsp;sales&nbsp;enablement,&nbsp;customer&nbsp;support,&nbsp;procurement, and even brick and mortar experience. It’s inasmuch about your&nbsp;marketing/sales&nbsp;experience as it is about your overall Brand experience!&nbsp;</p><p>There are plenty of frameworks out there to leverage; but start&nbsp;simple,&nbsp;test&nbsp;and learn, and evolve quickly. The beauty of digital is that it allows us to do just that as marketers. Where you start with your strategy can and will evolve – and should be a natural progression of continuing to refine your customer strategy. And to better know,&nbsp;and serve,&nbsp;your customers.&nbsp;</p><h2><strong>2. Focus on Your Data&nbsp;Model&nbsp;Early</strong></h2><p>Data is often overlooked, and&nbsp;it’s&nbsp;a critical key to success—both&nbsp;at the system and customer level. Knowing that your business will more than likely have multiple systems in place that focus on customer data can add to that complexity. Not just for maintaining a single master record of the customer, but also how to standardize key pieces of information across systems. It can be a tough challenge, but one that can be&nbsp;realized. Here are some key considerations to think about&nbsp;along the way…</p><h3><strong>Define&nbsp;and standardize&nbsp;your marketing data model</strong></h3><p>Your marketing data model will typically consist of two types of information: <strong>demographic </strong>and <strong>behavioral</strong>.</p><p>Both will have significance in how you develop and drive your content strategy, your ability to test and learn, and how you empower your Sales organization to assist with the sales process.</p><p><strong>Demographic data </strong>will help with your segmentation strategies, while <strong>behavioral data </strong>will give insight into interaction (or lack thereof). Both will play a key role in how you continue to Market to your customers and how a qualified lead is defined through marketing activities (lead scoring models). Thinking about the different types of information you’ll be collecting and standardizing within your marketing and sales systems is essential for success.</p><h4>Start with demographic data</h4><p>Your <strong>demographic data </strong>can include simple things like Title, Industry, Role, and even things we take for granted like State and Country. These tend to be very structured types of data and help to define who a customer is. As a marketer it’s important to identify that type of information; to tightly define it (including data types); share it with key stakeholders in the business for alignment (sales, customer support); and to develop a cross-system integration strategy. And don’t forget to develop your business rules around data management – this includes how data enters your systems; whether through website/3rd party integrations, imports, or manual entry. It’s important to define those rules to maintain data integrity – that, at the end of the day, will allow you to report on marketing’s impact on opportunity more easily and empower your marketing efforts along the way.</p><h4>Apply&nbsp;the same definitions exercise&nbsp;for your behavioral data.</h4><p>Most, if not all, Marketing Automation and CRM systems will come with out-of-the-box fields you can leverage with the ability to define custom fields and to omit fields you don’t want. While the <strong>behavioral </strong>model may seem daunting, there are simple things to think about that can help. Establishing a strong UTM model across ALL your marketing channels can be a starting point. Don’t overlook things that sit outside of digital marketing where UTM’s are traditionally considered; remember, data can enter your system in many ways and your UTM model can be a gateway to first/last touch attribution and reporting. And one that you can easily roll out across all your marketing channels and be captured at the system level. Finally, think about measurable touchpoints that might be gathered outside of your UTM strategy; understand where that information is stored at the system level, what that data looks like (don’t forget to work on standardization!), and how that might play into your behavioral model.</p><p>Once you have both established, think about systems standardization and engage key stakeholders. That may include Marketing Automation, CRM, ERP and other systems. Remember, it’ll be important to make sure key stakeholders outside of the marketing organization are involved to understand and agree upon data definitions that extend beyond marketing. And to also give those organizations insights into other types of customer data that may not have had prior visibility.</p><h2><strong>3. Operational Readiness</strong></h2><p>The last&nbsp;area to consider, and one that may&nbsp;actually be&nbsp;the most challenging, is operational readiness. It’s important to ensure cross-organization alignment as you start to implement your&nbsp;marketing strategies.&nbsp;Here are some general questions to consider that can help gain organizational alignment and streamline efforts for both short-term implementation and long-term business value.</p><ul><li>How defined is your customer data model across the organization? Do all groups understand what types of information&nbsp;are&nbsp;being collected?&nbsp;Where&nbsp;and&nbsp;how&nbsp;is&nbsp;that information stored?&nbsp;What&nbsp;is the&nbsp;structure of the&nbsp;data? And how it can be leveraged to support the customer experience?&nbsp;</li><li>Are&nbsp;the right team structures in place to support&nbsp;modern&nbsp;marketing and customer experience&nbsp;needs?</li><li>Have you defined&nbsp;and selected systems that focus on empowering the business to meet the need of the customer vs. and inward-focused&nbsp;strategy?</li><li>Have key stakeholders agreed upon the value of data and marketing efforts? And how that&nbsp;equates to&nbsp;empowering&nbsp;sales efforts and ROI?</li><li>What&nbsp;governance rules have been established for systems&nbsp;usage&nbsp;and integration;&nbsp;including data management, access, automated workflows, and how systems interact with one another?&nbsp;</li></ul><p>There is a lot to think about as a modern marketer, especially as systems become more advanced and businesses continue to evolve and drive demand for better customer experience (and ROI reporting!).&nbsp;</p><p>Remember –&nbsp;start simple,&nbsp;test,&nbsp;and learn, and continue to&nbsp;refine&nbsp;your overall&nbsp;strategies. These&nbsp;three guide rails&nbsp;don’t work independently of one another, either.&nbsp;But when&nbsp;they start to&nbsp;align, they&nbsp;can be a powerful gateway to drive&nbsp;modern&nbsp;marketing and&nbsp;sales success.&nbsp;</p>

Explore three key guidelines that can help ensure success in your B2B marketing efforts.

3 Guide Rails to Consider for B2B Marketing Success

3 Guide Rails to Consider for B2B Marketing Success

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