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Demand Gen Report is an established publication for B2B marketing professionals and as such their content spans across a wide range of topics like marketing automation, content marketing, mobile & social trends, and lead scoring & nurturing.
Mediafly’s sales enablement app combines content management, interactive presentation tools, sales readiness technology and analytics with the goal of improving sales effectiveness and closing more deals. Its cutting-edge technology and advisory services aim to guide companies through their sales enablement journey over time.
Mediafly’s offerings include:
Advisory services: sales enablement assessments and workshops for evaluating content and sales effectiveness gaps and making recommendations;
Content management: content distribution to sales reps, as well as features for archiving, updating, editing and easily discovering content, all via a device-agnostic mobile app,
Interactive selling tools: ROI calculators, TCO calculators and data visualization tools for quantifying the value of your product or service;
Sales Readiness Insights: analytics to understand what sales content helps reps close deals and how to improve future efforts; and
AI/ML: AI-powered integrations to CRM for reducing admin time for reps. Features like Meeting Assistant analyze rep behavior to recognize when a sales meeting takes place and automatically update the CRM record without manual input.
The solution is intended for midsize to enterprise sales and marketing teams in a variety of verticals like CPG, healthcare, financial services, manufacturing, technology and more.
Mediafly is positioned to integrate with a variety of CRMs and ERP systems, including Salesforce, SAP and Microsoft Dynamics. Additional integrations can be found here.
Mediafly is a SaaS solution that is priced per user. Pricing tiers are contingent on the size of the user base and whether the solution provided is out of the box or includes customizations. Advisory Services are priced per workshop.
Current clients include GE Healthcare, IBM, ADP and more.
Mediafly’s solution is designed to make it easy for reps to succeed in every sales interaction by moving away from a traditional sales pitch to a purposeful and engaging discussion focused on the challenges of the buyer.
Mediafly 150 North Michigan Ave. Suite 2000 Chicago, Il 60601 email@example.com +1 312.281.5175
/We’ve all seen the buzzwords in recent years. Big Data. Artificial Intelligence. Smart everything, from toilets to thermostats. Companies rush to keep up with the next fad without really understanding what the true advantages of this new technology are and how it can impact their business. The actual technology becomes overshadowed by the hype, unable to deliver on the many promises that businesses rush to peddle.
In marketing, a similar thing is happening: we marketers are quickly moving to put our resources into account-based marketing (ABM). ABM has become white hot within marketing circles in recent years — and when it’s done right, that’s a very good thing.
ABM is based fundamentally on three things: sales alignment and discovery, predictive intelligence and analytics and orchestration of marketing activity. Prioritizing the most valuable accounts can instantly transform your funnel, and aligning sales and marketing has been a goal of companies since the beginning of time, it seems. Being tailored and predictive to a select group of customers and surfacing the right content from them at the right time benefits everyone: Marketo finds that 66% of customers expect their interactions with brands to be personalized, while McKinsey says marketing “personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more.”
That helps explain why ABM is so popular right now. It creates a rare win-win for prospects and marketers alike. That’s the holy grail for marketers. A solid ABM strategy upholds the pillars of good marketing. The problem is that we’re already misconstruing what this strategy truly is. There’s a reason why Marketo found almost 85% of marketers said ABM provided significant benefits to retain and expand existing client relationships and 97% of marketers surveyed by the Alterra Group said ABM had higher ROI than other marketing activities.
What ABM Isn’t
I see so many marketers mistaking ABM for a tactic, instead of a strategy. Or, they’re picking and choosing how they use ABM — like just automating marketing to bigger accounts, rather than tailoring and prioritizing content to key prospects and buying centers. They’re using the term “ABM” as aircover to market more to bigger accounts, which doesn’t deliver on the true premise or promise of ABM.
For example, I’ve seen several marketing platforms that have jumped on the bandwagon and launched “ABM” platforms or features. That’s an oxymoron. The whole point of ABM is to be a top-down, holistic marketing strategy. Just because you’re prioritizing bigger accounts or doing some tailoring in your email marketing doesn’t mean you’re implementing an ABM strategy. ABM has to be a top-down approach that works across teams and offices and has complete buy in from an entire organization and the C-suite.
The Importance Of Aligning Sales & Marketing
Perhaps the most vital aspect of an effective ABM strategy is to ensure that your sales and marketing teams are both bought in and aligned. You cannot have a marketing team engaging with certain content, only to find the sales team is making cold calls without knowing how your business has interacted with the prospect in the past.
I think we’ve all had the experience of downloading a whitepaper or piece of content, and getting a phone call within the hour from a salesperson who is utterly clueless about our needs. ABM is about prioritizing key accounts, yes, but it’s also about prioritizing quality over quantity.
The mindset of the sales and marketing team must be that they won’t engage until they feel like they truly have an understanding of the prospect, their pain points and their needs. Marketers and sales must come to terms with the approach that they may have to engage less with prospects, but when they do, it will lead to much better conversations, increased conversions and more pipeline.
Being Predictive In Your Engagement
Once the conversation with a prospect begins, an ABM strategy calls on marketers to be intelligent and empathetic about the content they surface and engage prospects with. To ensure customers continue down each stage of the funnel, marketers should use intelligence and data.
Ask yourself: what whitepaper best addresses the pain points of my prospect? What case study has worked best for their specific industry? How do I get them to the next stage by saying the right thing at the right time? If you’re able to predict which content and conversations will be most effective to each prospect, you’ll be way ahead of the curve.
The knock against ABM is that it can be hard to scale. However, with enterprise-class software, marketers will be able to be predictive in their outreach, and that’s an enormous help in growing your ABM strategy. Whether it’s through predictive analytics or just your own marketing experience, it’s crucial to be able to use insights to engage thoughtfully with prospects. Doing that will help us all ensure that ABM is here to stay as an effective marketing strategy, rather than another buzzword bygone.
Kevin co-founded MRP in 2002. After years of successful growth in the U.S. market, Kevin led the First Derivatives, PLC acquisition of MRP in 2008. Shortly after joining First Derivatives, Kevin was instrumental in establishing MRP’s presence in the European market. The Belfast office of MRP was launched in 2010 with less than 20 employees and has grown to more than 200. This presence has expanded MRP’s reach to include Europe, Middle East and Africa. In addition to his role as CEO, Kevin serves on the board of Executive Management for First Derivatives.
The company said the funds will be used to accelerate R&D innovation, meet customer needs and fuel expansion in the U.S., as well as the EMEA and APAC regions.
"This latest round of funding will help us double down on our mission to unleash the potential of marketing teams," said Shafqat Islam, Co-Founder & CEO of NewsCred, in a statement. “By bridging the gap from campaign planning to content creation, providing tools to streamline execution and surfacing analytics across operational efficiency and campaign performance, we are empowering global marketing organizations to transform how they work, deliver exceptional content and elevate the impact of their marketing efforts."
When it comes to content binging, the usual crop of names often comes to mind: “Stranger Things,” “Orange Is The New Black” and “Big Little Lies.” But content binging is no longer confined to just Netflix and Hulu.
More and more B2B brands are creating binge-worthy video shows and podcasts. The series aren’t just entertaining and informative, they also position the companies to increase brand awareness and build trust with their audience.
Here’s our roundup of three binge-worthy B2B content examples that you can draw inspiration from and add to your “must-watch” list.
This series from Zaius, a B2C CRM provider, includes a collection of videos, podcasts and blogs made by marketers for marketers. New episodes are published every other week with top ecommerce experts, growth marketers and marketing agency leaders. The series is so good that it even won a Killer Content Award at the 2019 B2B Marketing Exchange. There are over 30 episodes to date with interviews featuring executives at Uber Eats Canada, Pura Vida Bracelets, Andie Swim and more. So, grab your headphones and get ready to binge!
The martech landscape is constantly changing, and it can be hard for marketers to keep up with the 7,000+ solutions out there. But DemandGen Radio is here to help. The weekly podcast hosted by DemandGen International CEO David Lewis dives into the latest marketing methods and technologies for driving growth. Recent topics covered include what B2B marketers can learn from B2C, stories of women in revenue and how to scale a martech startup.
Need a new podcast to spice up your morning commute and provide you with some marketing inspiration to start the day off right? The Growth Show explores top marketing trends and delves into the stories behind how people build and grow a business. The weekly podcast hosted by HubSpot’s VP of Marketing Meghan Keaney Anderson just wrapped up its latest season so there’s plenty of episodes to binge, including episodes on the platform revolution, the role of customers in business growth and how to find the humanity in technology.
With a market saturated with content, B2B buyers must ensure they can trust their sources to get the information they need to make a purchase. Research shows that close to three-quarters (74%) of B2B buyers are performing more detailed ROI analysis prior to deciding.
To gain that trust and help their buyers make an informed decision, content creators are turning to a serialized content approach to position their brand as a thought leader on the topics most relevant to their audience.
In an interview with Demand Gen Report, Michael Brenner, CEO of the Marketing Insider Group, shared his thoughts on how B2B organizations are starting to use trustworthy serialized content to engage their audience. Brenner also shared a variety of examples that show how some notable B2B companies see success with a serialized content approach.
Demand Gen Report: How have you seen serialized content, such as webinar series or regular podcasts, better position B2B brands as trusted thought leaders in their space?
Michael Brenner: The truth is that one-offs hardly ever work because it is just too difficult to break through the noise with inconsistent or random acts of content, as I like to call them.
In order to position your brand as a thought leader, you need to create content consistently. My own research proves this point. We have found that weekly content is almost becoming the minimum amount of quality content. My advice to brands is to pick a frequency that feels like a bit of a stretch and make it work.
DGR: How does a serialized content approach impact the overall sales funnel and how marketing teams contribute to revenue?
Brenner: In order to generate revenue, you need to identify those who are interested in your solution. We call that process demand generation, but it's really demand cultivation.
We must start in the earliest stages of the buyer journey, either at or before prospects know what problem they are trying to solve. A serialized content approach allows you to meet the needs of those potential buyers early on in the journey so you can measurably nurture those prospects into leads and sales.
DGR: Are there any instances where serialized content isn't a good idea? What is your checklist for assessing whether a topic or theme can make great serialized content?
Brenner: Serialized content should support the mission of the company. It should meet the needs of the target audience, on topics or themes that the brand has some expertise in, and it should primarily solve a customer pain or challenge. That's the check list I use with clients to determine themes that can position the brand for success.
DGR: Do any B2B brands come to mind of folks who are killing it with serialized content? Why?
Brenner: The classic content marketing examples of American Express with their Business Trends and Insights, Adobe with CMO.com, L'Oreal with Makeup.com. I use all these examples to show other brands what tremendous impact serialized content can have.
DGR: What sort of tips/best practices would you share with content creators looking to take a more serialized approach?
Brenner: In order to take a more serialized approach, you need to create the content mission statement defining who you are targeting, what topics are important to them and what value you can bring. But in order for it to be true serialized content, you must commit to regular frequency. I suggest weekly or twice weekly as a good starting point.
LinkedIn has added three new objectives to its redesigned Campaign Manager, which are positioned to better align companies with their campaign goals and provide a full-funnel marketing experience.
The objectives include:
Brand awareness: users can increase share-of-voice for their products or services through top-of-funnel campaigns that charge by impressions (such as cost per thousand or CPM);
Website conversions: companies can create campaigns that are optimized for specific website actions, including downloads, purchases and event registrations with LinkedIn’s conversion tracking tool; and
Job applicants: LinkedIn Talent Solutions customers who want to drive applications on LinkedIn or their own website can create ads with Campaign Manager.
With the updated Campaign Manager, LinkedIn has also optimized its click pricing to coincide with the objectives that companies are seeking to fulfill. For example, if a company selects “website visits” as its objective, they will only be charged for clicks that go to their landing page. For social engagement campaigns, pricing will be optimized for all social actions, such as likes, comments and shares.
PathFactory/, a B2B content insights and activation platform, announced Dev Ganesan will be leading the company as its new CEO, replacing Founder and former CEO Mark Opauszky.
Ganesan joins the company with more than 10 years of C-suite experience heading SaaS and content management companies. He previously served as the President and CEO of ItemMaster, which was acquired by Gladson in January 2019. Ganesan was also the President and CEO of Fishbowl Inc and Aptara.
In a statement to Demand Gen Report, Ganesan said he plans to focus on meeting customer needs and delivering best-in-class products and solutions that drive revenue.
“Buyers are consuming more content every day and they are becoming more informed before the buying decision,” he said. “The ability to structure and deliver content in ways that enables this discovery and supports the buyer's journey, wherever they are, will become even more imperative. My background in content, along with SaaS, allows me to bring best practices to the company, align the team and delight our customers.”
In our digital age, having the right resources is pivotal to success. But as more tools and trends pop up left and right, it can be overwhelming to cut through the clutter and find what works best for your company. That’s why #bii19 is here to help.
From July 15-19, Demand Gen Report will host its Buyer Insights & Intelligence Series (#bii19), a week-long virtual event designed to provide sales and marketing practitioners with insights on the latest strategies, tools and technology used by today’s top B2B companies to achieve their goals.
Here are five webinar sessions I’m looking forward to:
As marketing teams look to better engage their prospects, they’re relying more on personalized website experiences and targeted account-based advertising.
During this webinar, John Dering of Demandbase will reveal new data from Demand Gen Report’s B2B Buyers Survey and share his expertise around how B2B buyer behavior is impacting today’s go-to-market initiatives. The session will uncover where buyers’ time and effort are being spent in the B2B buying timeline and how certain tactics like AI-driven website personalization influence anonymous buyers.
In today’s sales and marketing landscape, looking at sales statistics just doesn’t cut it. You need to look at the buyer and what’s capturing their attention.
In this session, David Hood, President and CEO of VanillaSoft, and Darryl Prail, CMO of VanillaSoft, will also reveal new research around needs and sales engagement preferences as seen from the buyer’s point-of-view. They’ll discuss elements like the significance of word-of-mouth and review sites during the buying cycle, new communication channels to focus on and effective follow-up strategies.
Video continues to be a popular medium in marketing. In fact, research shows that businesses in the top-three industries publish more than on video per day on average. But there is more to video marketing that posting a clip on YouTube.
Tyler Lessard, VP of Marketing at Vidyard, will disclose key findings from the 2019 Video in Business Benchmark Report during this webcast. Attendees will learn how companies are using video to support content marketing, digital marketing, demand gen, ABM program efforts and more. Plus, Tyler will share his video predictions for 2020 and beyond.
In order to be successful, companies need to not only look at the content their buyers are consuming but also why they’re consuming it.
This session, starring Pam Didner, Founder of Relentless Pursuit, and Meg Guarente, Product Marketing Manager at Seismic, zeros in on content engagement analysis so companies can better understand buyer preferences, as well as what to look for as they monitor the buyer journey.
As technology continues to evolve and change, so does content. During this session, Alicia Esposito of Content4Demand and a panel of practitioners will delve into all things content marketing, ranging from implementing effective copy tone and style to leveraging different formats, such as auditory storytelling, interactive content and “meme-like content.”
The panel will feature Amanda Maksymiw, Content Marketing Director at Fuze, as well as Dave Bruno, Marketing Director at Aptos, who will discuss their successful approaches to effective storytelling.
To view the full lineup of #bii19 sessions and speakers or to register for the event, click here.
The B2B buyer’s journey is a nonlinear, lengthy process that often spans multiple channels and involves several stakeholders. For many brands, this causes a leaky funnel filled with inaccurate or incomplete account data and leads that get lost in the handoff between marketing and sales. But B2B companies such as Fiix Software, Aprimo and Okta are rising to the challenge and taking proactive steps to identify and fill funnel gaps with the help of AI-fueled technology and ongoing sales alignment.
“Funnel challenges typically start with either system design or system execution,” said Dan Shaw, Chief Revenue Officer at Fiix Software, a cloud-based CMMS and asset maintenance software company, in an interview with Demand Gen Report. “Having a full-funnel view of the processes and data is critical. If that doesn’t exist, then the people inside the system will be making well intentioned, but independent decisions and the results will be inconsistent.”
According to Demand Gen Report research, 43% of B2B marketers say they are unable to track buyer activity across stages and 50% struggle to measure impact across channels. Leaky funnels may be a common challenge, but their effects are not to be underestimated. Research from Dun & Bradstreet shows nearly 20% of businesses have lost revenue and customers due to inaccurate data and 19% say their financial forecasts have been inaccurate as a result.
“Many practitioners in this space have been at it for more than 10 years, but [funnel gaps] are still a huge pain point,” said Andrew Hull, General Manager of Perficient Digital, a digital transformation consulting agency, in an interview with Demand Gen Report. “A lot of it is that as these companies continue to grow and expand, innovate and change, and people move between organizations, all of that can create turmoil within the systems and cause you to lose track [of buyers] or things that aren’t well documented.”
B2B Brands Leverage AI To Address Funnel Gaps At Scale
Forward-thinking B2B companies are successfully improving their funnel by leveraging AI-fueled technology to help marketers enhance and sort through account data, as well as enable sales teams to accelerate deals.
Lennard Fischer, VP of Demand Generation at the identify management company Okta, uses LeanData to prioritize and route leads. By combining intent data with AI, the revenue operations platform positions Fischer’s teams to identify top target accounts and route them to the right sales representative as quickly as possible.
“Timing is the most important thing,” said Fischer in an interview with Demand Gen Report. “Leads are perishable. They're like fruit; they're not like Twinkies. So, the biggest deterrent to our conversion rate is time.”
According to Fischer, using LeanData has helped Okta improve conversion rates and reduce the time to close, fueling the company’s 50% year-over-year revenue growth.
Marketing productivity and digital asset management provider Aprimo also uses intent data and predictive analytics to improve funnel health. The company leverages 6sense, an ABM orchestration platform, to gain account-level insights on buyer behavior throughout the funnel. The insights are used not only for targeting and segmentation, but also to arm sales reps in the later stages of the buyer’s journey and to help accelerate deals.
“For us, marketing isn't just sourcing leads and opportunities, handing them off the sales and then our job is done,” said Ed Breault, CMO of Aprimo, in an interview with Demand Gen Report. “We follow that process all the way through to bookings. So, while sales works on an opportunity, we're still looking at the predictive demand on these accounts and letting our sales team know how their behaviors have changed.”
Similarly, Fiix Software, relies on FunnelCake to ensure leads don’t get lost in the handoff between marketing and sales. The company uses the lead-to-revenue management system to detect any areas of risk, such as when a lead hasn’t been contacted quickly or when an opportunity has been in a certain buyer stage for longer than normal.
“With a large team managing thousands of leads and hundreds of opportunities every day, having a solution that provides this type of visibility is really valuable,” said Shaw. “The true magic [is that] our reps are notified daily when leads or opportunities are at risk or outside of SLA, and managers leverage the tool in their weekly one-on-ones to ensure funnel challenges are remediated quickly.”
Data, Processes Key To Foundational Alignment
Industry experts say addressing funnel gaps is impossible without having your revenue teams aligned around the necessary processes and data.
“The importance of alignment cannot be overstated,” said Steve Watt, ABM Strategist at Quarry, in an interview with Demand Gen Report. “True efficiency and effectiveness depend on marketing and sales thinking and operating as one team. [That means] shared goals, shared metrics, shared incentives [and] seamless partnership at every stage of planning, execution and optimization.”
To start, marketers must ensure they have developed agreed-upon metrics and goals with sales at the onset of a campaign. Experts then recommend marketing and sales teams meet on at least a monthly basis to review conversion rates and pipeline velocity and assess overall funnel health.
According to Fischer, planning and alignment are crucial to campaign success at Okta. The company’s sales and marketing teams start by outlining a plan, which includes target accounts, expected pipeline and the resources and investments required to reach those goals. They then meet on a regular basis to assess campaign status, funnel health and make any necessary adjustments.
“For me, marketing and sales are one team. We perform different functions, but we're all on the go-to-market team,” said Fischer. “There’s a lot of back and forth and planning … I don't think there's a day or even half a day when I'm not talking to somebody from sales about what's going on in the business and how we can support them better, or about what's working and how we can replicate it.”
Alignment is also a top priority at Fiix Software, where the sales and marketing teams meet on a weekly basis to check in with one another. In addition, they meet for a half a day each month to review the health of their entire funnel. Shaw says having these check ins and a centralized view of the data enables them to quickly identify any issues and tackle them together.
“Sales and marketing alignment is a requirement for a healthy funnel,” said Shaw. “At Fiix, this starts at the top. Both our CMO and I have lived in environments where sales and marketing alignment was challenging. We vowed to do things differently.”
B2B brands looking to improve conversion rates and maximize pipeline in 2019 must first take a hard look at the health of their funnel. This means ensuring the right technology is in place to uncover and remedy any gaps at scale, and the people and processes are aligned to optimize execution.
“If there are inconsistencies [in the funnel], those need to be identified and addressed. Usually, this is done through a combination of enablement and technology,” said Shaw. “This was easy to do when we had a relatively small organization. Over time, we’ve depended more and more on data and technology to identify execution challenges in the funnel.”
/The spectrum of marketing performance across companies has never been wider. Some marketing teams are crushing it, while others are languishing.
Data from SiriusDecisions and the DMA show a broadening range of performances across marketing organizations, including email open rates and lead stage conversion. What about CMO tenure? Well, CMO tenure remains the lowest in the C-suite at 3.6 years — that’s just half the average duration for CEOs at 7.2 years. It’s rough out there!
As author William Gibson famously said, “The future is already here — it’s just not evenly distributed.” The evolution of marketing continues at an accelerating pace. Pity the marketer who is unable to keep up with the avalanche of new technologies or the volume of data coming at them. Our data-rich systems, especially CRMs and MAPs, have given us the digital building blocks to dramatically improve marketing and sales performance, but too few of us are truly leveraging this gift.
AI has been looming over marketing for more than a decade, but it has largely been beyond the grasp of most organizations. Historically, data was mostly available in raw feeds, difficult to normalize and meant for data scientists only. Early experiments on using AI to improve lead scoring or identify target accounts were often failures. Vendors made big promises, and marketers bought into the dream. You know the story. But better tools with friendlier interfaces have recently emerged that are really changing the game for AI and marketers.
My team at Fuze is using AI in several specific ways. I want to share three of them:
1) Identify Target Accounts Using Predictive Analytics
We have used AI to analyze several years of account history in our CRM to identify a set of predictive attributes associated with prospects who bought Fuze. We all had lots of opinions about our ideal customer profile (ICP), but it was not until AI that we were able to reach a data-driven answer. Equally important, AI identified a set of account attributes to avoid — accounts where we had long deal cycles and poor win rates. This analysis formed the core of our go-to- market strategy.
2) Engage With Prospects At Scale Using A Bot
Do you ever suffer from “the curse of abundance?” That’s when you have more leads than you can possibly follow up with in a timely manner. It happens here about 10 times a year, usually when we come back from a trade show with thousands of leads. There is no way that our BDR team can get through that many leads in a timely manner, so we turn them over to our email bot. Her name is Natalie, and she is able to follow up with 100% of the leads in a timely manner, with personalized messages that convert leads into meetings at scale.
3) Improve Conversion Rates Via Gift Giving
Like most organizations, our ability to connect with prospects via email or phone is poor. Prospects don’t generally answer their phones or email, but we found that they do respond to a personally selected gift in the mail. Reading through a prospect’s social profiles to select a gift is time consuming for reps, but we successfully automated this process using AI to recommend personalized gifts at scale to thousands of prospects.
For our team at Fuze, AI has been a game changer. We have identified target accounts, reached 100% of our leads in a timely manner and personalized gift giving at scale. The largest benefit has been on sales productivity. AI is freeing our reps from the mind-numbing, yet necessary tasks that distract from the core of selling.
Brian Kardon is the CMO at Fuze and is responsible for the company’s market positioning, demand generation, thought leadership and integrated marketing worldwide. He has 20+ years of experience creating and implementing successful growth strategies ranging from startups to global, billion-dollar organizations. In the past year, Brian was recognized as one of the “50 Most Influential CMOs” (Forbes) and “100 Most Influential Chief Marketing Officers in the World” (Richtopia), as well as one of the “30 Tech Marketing Leaders Changing the Industry” (Synthesio).