Tracking Intent Data Across Channels for B2B Marketers

Thomas Koletas, SVP Ad Sales at Madison Logic | Reblogged from Marketing Land

Savvy digital marketers have learned that by now, when it comes to boosting results and efficiency, you can’t beat intent data for the ability to reach and engage users who are “in market.”

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For B2B marketers, where the buying process is more intricate and collaborative, intent is an even more important factor in building and nurturing relationships with customers. Knowing just when to reach out to them with exactly what they need is what keeps long term B2B relationships going.

Within the B2B buyer’s journey, there are several stages where marketers must actively nurture that relationship, making them much more empowered during that process if they know exactly when the customer is ready to pull the trigger on the sale.

Pinpointing Key Moments

The data that can help marketers pinpoint those key moments during the consideration process can be found in customer interactions, both in their personal and professional spheres. The trouble is, those interactions occur across a variety of channels and devices, so it can be difficult to keep up with your customer’s journey as it jumps between them.

Consider a hypothetical day in the life of a busy executive. She wakes up in the morning, checks her email and reads Facebook and Twitter on her cell phone, clicking a few links in each channel to read a few online articles. She goes into her office and goes through a similar ritual on her desktop computer.

She later heads to the airport to catch her afternoon flight, continuing to read and respond to messages on her mobile phone while waiting at the terminal. While on the flight, she decides to use her tablet to do research on a potential business partner, as well as conduct personal business on email and social networks.

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Once she lands and checks into her hotel; she pulls out her laptop to finish up some work for the day.

For this busy executive, every bit of this online behavior is seamless, as she has synced her many devices to be able to access the same work email and personal social media accounts no matter which one she uses. Her customer journey was taken through both personal and professional interactions on a variety of devices, internet connections/IP addresses, even geographical locations.

Now imagine being the B2B marketer, one of those potential business partners, who is trying to keep up with this executive on that journey, seeking out and responding to her signals of intent. Exhausted yet?

Create A Clear Picture Of Where Your Customers Are

The key to effectively tracking intent relies on bridging the gap between those channels to create a clear picture of where your customers are in their journeys, even as they jump between devices.

As counterintuitive as it may sound, embracing the “noise” of billions and billions of data points can help you not only pinpoint those indicators of intent throughout the customer’s journey, but it can also help you identify and respond to those signals in a timely fashion regardless of the device your customer is using.

However, this is only possible if you have in place the data analysis systems necessary to turn that noise into actionable insight.

Winning in the B2B marketing space means engaging your purchase decision-makers, as well as their sphere of influence, at the right times in both their professional and personal interactions online.

Constant Monitoring Of Lots Of Data

Knowing how and when to reach out to your customer means constantly monitoring their content consumption and working with a platform that layers that rich intent data atop other demographic and behavioral data points to create highly-qualified, accurately-targeted audience segments.

Once the creation of those segments becomes automatic via the right data platform, then it is easier to engage with them in a timely manner and at scale.

The purchase research process has evolved since tablets and smartphones have become more and more a part of doing everyday business. Integrating the data from these channels and, effectively analyzing and responding to it in real-time, at scale, will be vital to B2B marketing success.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

 

Reaching the B2B Customer Base

4283923574_895386201a_zThis week, we wanted to share two pieces that look at important aspects of B2B marketing: optimization through marketing automation and the overall steps that a buyer takes before buying your product. Both are extremely relevant as they provide insights into how to reach your customer effectively.

“Effective nurturing strategies are built around the customer’s journey through the buying process”- Lori Wizdo, Forrester Research

Simply put, marketing optimization refers to software platforms and technologies that are designed for individuals in marketing to better circulate content across various channels. In a recent B2C article, Amanda Nelson, Director of Marketing at RingLead, wrote that in today’s marketing world companies are spending a significant amount of time and resources to curate content that is only being used for a short period of time. Nelson believes that “it’s time to change the cycle.” She provides marketers with three simple steps to get started: organizing your approach, having a verity of content and constantly optimizing. By taking these simple steps, content that marketers labor over can be used to effectively tell a company’s story and reach consumers. As Nelson says, “Together, content marketing can make marketing automation look damn good.”

Another great article comes from one of Madison Logic’s own Vin Turk. Vin recently posted an informative infographic on B2C depicting the B2B buyer’s journey from consideration to purchase. Vin first exposes the five key data points to consider:

1)    “50% of leads are qualified but not yet ready to buy”

2)    “Only 25% of leads are legitimate and should advance to sales”

3)    “Companies that excel at lead nurturing generate 50% more sales leads at 33% lower costs”

4)    “70% of marketing leads never convert to sales”

5)    “It takes 10 touches to go from initial contact to closed deal”

Once there is an understanding of the key data points, Vin points out the steps that a marketer should take to nurture their sale.

  • Establish Project
  • Review All Research
  • Share With An Internal Team
  • Share Research With Influencers
  • Procurement / Bid Process
  • Vendor Decision – Establish Start Dates
  • Implement

For specific information about each step, reference the infographic here: http://cdn2.business2community.com/wp-content/uploads/2014/07/b2b-buyer-journey-5-points-to-consider-infographic-1-1024.jpg

Understanding your buyers and how to best reach them is the key to successful marketing.

Image via Robert Couse-Baker

UBM Tech Email Campaign Powered by Madison Logic B2B Intent Data Results in 375 Percent Lift in CTR

Madison Logic and UBM Partner to Provide Meaningful Marketing and Engagement Solutions Driven by Real-Time Intent

NEW YORK, NY–(Marketwired – Jul 15, 2014) - Madison Logic, the premier provider of intent data solutions for B2B marketers and publishers, today announced that UBM Tech, a global media business that brings together the world’s technology communities through live events, online properties and custom services, has tapped its powerful stream of B2B intent data to inform its email segmentation efforts, leading to a 375 percent lift in CTRs, as well as 200 percent lift in whitepaper downloads and 300 percent lift in unique customer clicks.

UBM Tech selected Madison Logic’s solution because it provides the largest and fastest stream of first and third party B2B intent data — currently standing at more than 624 million interactions within the last 90 days. This allows UBM Tech to further enrich its already successful delivery of targeted B2B marketing, lead generation and lead nurturing programs.

The two companies have entered into a data-sharing partnership designed to better serve global brand clients and create unique solutions that meet the needs of modern B2B marketers.

“Partnering with Madison Logic has further enhanced our ability to provide our clients with the depth of insight they need to engage with their customers,” said Paul Miller, CEO, UBM Tech. “The ability to connect the rich data gleaned from UBM Tech’s extensive interactions with more than 9.9 million tech decision makers with an expansive B2B data stream in real-time allows us to provide more scalable, targeted marketing solutions. We are overlaying Madison Logic’s data across our suite of solutions to help power decisions from content recommendations to email segmenting to digital advertising.”

“This strategic partnership has the potential to truly advance the B2B marketing space, moving it farther from the broad yet shallow lead-generation approach of the old days toward true intent-based engagement,” said Erik Matlick, CEO, Madison Logic. “UBM Tech is an industry leader with a suite of sophisticated marketing solutions and top quality global consumer data that will supercharge Madison Logic’s offerings and enable both companies to collaborate on solutions that improve results for our clients and the industry as a whole.”

About Madison Logic:
Headquartered in the U.S., Madison Logic is the premier provider of intent data solutions for 1,000+ of the world’s leading B2B marketers and publishers. The company’s Content Consumption Monitoring technology provides intelligent lead cultivation and monetization that ensures B2B brands are able to maximize the value of the leads they cultivate from acquisition to loyal customers. Madison Logic’s technology also empowers premium publishers to more efficiently monetize their businesses. With solutions driven by intent data, business buyers receive messages relevant to every stage of their journey to purchase. Today, more than 600 of the top B2B marketers depend on Madison Logic to maximize the reach, efficiency, effectiveness, engagement and insights delivered by their campaigns. The company maintains long-term partnerships with a highly refined base of 450 premium B2B publishers, who rely on Madison Logic to help them drive audience growth and greater revenue. Madison Logic is a global company based in New York City. It is privately funded and profitable. www.madisonlogic.com@madisonlogic

About UBM Tech:
UBM Tech is a global media business that brings together the world’s technology communities through live events, online properties and custom services. UBM Tech’s community-focused approach provides its users and clients with expertly curated research, education, training, community advocacy, user-generated content and peer-to-peer engagement opportunities that serve the Electronics, Security, Enterprise IT and Communications, Network Infrastructure and Applications, Game and App Developers, and Tech Marketing communities. UBM Tech’s brands include Black Hat, DesignCon, EE Times, Enterprise Connect, Game Developers Conference (GDC), HDI, InformationWeek, and Interop. Create, a UBM Tech full range marketing services division, includes custom events, content marketing solutions, community development and demand generation programs based on its content and technology market expertise. UBM Tech is a part of UBM (UBM.L), a global provider of media and information services with a market capitalization of more than $2.5 billion. For more information, go tohttp://tech.ubm.com.

Back to Basics: B2B Marketing News Roundup

5749192025_bc140dab9e_oWelcome back! We hope that everyone had fun-filled holiday weekend. This week we wanted to share two industry articles that rang a chord with our team.

The first article, Why is Content Marketing Important for B2B Marketers? Part 1, takes readers back to the basics of content marketing. Vignesh Subrabmayan, marketing professional, looks to answer the key question: How can B2B marketers benefit from the content marketing phenomenon?

To answer this question, Sibrabmayan first looks to the definition of content marketing as defined by the Content Marketing Institute.

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

From the definition above, Sibrabmayan defines the three components that he feels (and we quite agree) make up content marketing:

  • “Ability of a business to communicate effectively with existing and potential customers in a meaningful way”
  • “Helps drive trust in a brand”
  • “Creates a connection”

The second article we wanted to share, A Big Data Hype Filter for B2B Marketers, seeks to pose the questions that B2B marketers should be asking in conjunction with big data. As big data has and continues to be one of the top industry buzzwords, we wanted to share some of these thought-provoking questions:

  • “Understanding your prospects and buyers better- How well do you know your customers? Have you constructed personas that help bring to life their pain points and preferences? What is their role in the buyer-side decision team?”
  • “Do you know where they are in the buying journey?”
  • “Some major B2B organizations take as long as three weeks to respond to a prospective customer who has filled in an online form requesting more information. By the time three weeks has passed, the prospect has probably already forgotten about filling in the form. What is to blame for this inefficiency?”

As you begin to use tools (content marketing and big data) to optimize your business model, Madison Logic is here to help. Feel free to reach out to one of our representatives today to learn more about the tools that can transform your B2B marketing strategy.

Image via Steven Depolo

Madison Logic’s Intent Data Boosts TeamQuest’s Email Open Rates by 158 Percent

Campaign Delivers 248 Percent Lift in Click-Throughs

NEW YORK, NY–(Marketwired – Jul 8, 2014) - Madison Logic, the premier provider of intent data solutions for B2B marketers and publishers, today announced the positive results of an email campaign for IT service optimization and predictive analytics experts TeamQuest Corporation. Powered by Madison Logic’s rich intent data, the email campaign resulted in 158 percent lift in open rates, 248 percent lift in click through rates and over 400 percent increase in forwards.

TeamQuest subscribed to Madison Logic’s data and incorporated it into their platform to execute a campaign designed to engage its end users via email nurturing. More specifically, the campaign goal was to promote an industry whitepaper regarding the topics of storage management, performance management and virtualization. By layering its market-leading B2B intent data atop TeamQuest’s own prospective customer database and using that insight to build highly targeted, intent-based email segments, Madison Logic identified targeted prospects who had already expressed intent around these topics.

“We are thrilled with the results of our campaign using Madison Logic’s intent-driven email segments,” said Leann Capesius, Global Marketing Manager, TeamQuest. “Having the insight into our customers’ intent has enabled us to accurately target our email outreach and tailor our messages more individually. Especially when compared to the control group using traditional segmenting, the amazing results we got by utilizing Madison Logic’s intent data speak for themselves.”

Madison Logic’s email segment builder technology is one of the most effective tools on the market to drive B2B engagement. Leveraging its own patent pending Data Match® technology, Madison Logic’s software identifies the topics that are key to a marketer’s goals and assets and then applies Content Consumption Monitoring algorithms to those topics to identify the prospects that have demonstrated interest and intent. Finally, the email segment builder matches marketing assets to those prospects’ expressed intent to produce email segments that significantly heighten overall engagement.

“Marketers are always looking for ways to optimize and scale their investment in email and quality data is key to making that happen,” said Erik Matlick, CEO, Madison Logic. “We assess over 200 million user initiated interactions each month, which makes us the largest supplier of intent data with a smart approach that turns disparate data points from various sources into actionable insight.”

About Madison Logic:
Headquartered in the U.S., Madison Logic is the premier provider of intent data solutions for 1,000+ of the world’s leading B2B marketers and publishers. The company’s Content Consumption Monitoring technology provides intelligent lead cultivation and monetization that ensures B2B brands are able to maximize the value of the leads they cultivate from acquisition to loyal customers. Madison Logic’s technology also empowers premium publishers to more efficiently monetize their businesses. With solutions driven by intent data, business buyers receive messages relevant to every stage of their journey to purchase. Today, more than 600 of the top B2B marketers depend on Madison Logic to maximize the reach, efficiency, effectiveness, engagement and insights delivered by their campaigns. The company maintains long-term partnerships with a highly refined base of 450 premium B2B publishers, who rely on Madison Logic to help them drive audience growth and greater revenue. Madison Logic is a global company based in New York City. It is privately funded and profitable. www.madisonlogic.com

 

Lead Nurturing: How intent data lifted a B2B email campaign’s CTR 248% and forwarding rate more than 400% | Marketing Sherpa

SUMMARY: “I got real with myself, with our team, and our efforts here — what we were doing wasn’t working,” admitted Leann Capesius, Global Marketing Manager, TeamQuest. “I couldn’t keep doing the same thing over and over again expecting different results.”

Computer software company TeamQuest Corporation had previously invested in marketing automation, but wasn’t experiencing the fruitful results it anticipated. To shake things up, the company began utilizing intent data to better target its prospects. Discover how TeamQuest’s first email effort to test the technology resulted in a 248% lift in clickthrough and a more than 400% increase in forwarding rate.

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Click through to Marketing Sherpa for the detailed case study.

B2B in our Tech Savvy World

4736456067_1e0e8ff977_bWith the vast amounts of changes in the digital ecosystem, the B2B world has to confront an array of issues with new technologies and processes. The articles we wanted to share with you this week talk about how the B2B industry is evolving and how we as marketers can successfully move with the times.

If you thought the B2B industry could get by without technology – think again. In a recent Internet Retailer article, Paul Demry highlights key findings from a recent Accenture study that examined B2B companies across 20 industries. Findings from the study provided Accenture with percentages of companies by performance levels that are using web sites, social media, mobile commerce and Internet-hosted or cloud-based applications to better engage customers and develop new revenue streams. Demry revealed that in the end the study found that “the fast-growing B2B companies are going digital in sales and marketing far more than B2B companies with low or negative revenue growth.” This study is proof that the B2B world is making the move toward more digital and those who accept and adopt the change will thrive.

Are you alienating customers as you scale? This is the question that Jeannie Walters, CEO and co-founder of 360Connext, posed to readers in a recent iMedia article. In this thought-provoking piece, Walters discusses a key problem that all B2B marketers are familiar with – how to keep sight of your existing customers as you try to scale your business by attracting new ones. She tells marketers “don’t just grow, grow with your customers.” Here are her tips for retaining loyal customers:

-          “Pay attention to how customers behave.”

-          “Send out a survey.”

-          “Regularly focus on individual customers.”

-          “Growth periods are great for innovating around changing needs.”

-          “Track customer-centric metrics.”

Another interesting piece we saw was Marketing Automation Not Happening in B2B Firms by Ken Gaebler. Gaebler pointed out “very few B2B firms have adopted marketing automation tools–threatening their ability to compete in an evolving digital marketplace.” However, in one paragraph Gaebler states that 16 percent of B2B marketers have adopted marketing automation. Though this seems like a small percentage, this statistic shows that there is a massive upswing potential for marketing automation growth, seeing as last year the penetration of marketing automation in the market was reported to be 6 percent in a Raab Associates’ VEST report.

Here at Madison Logic we believe that intent data is the ultimate key to success with marketing automation. If you would like to learn more about how to adopt and optimize marketing automation through intent data, feel free to reach out to a Madison Logic team member today.

Image via: Bruno Cordioli

This Week’s B2B Roundup

626962261_a9fa180e45_bFrom discussions around content and marketing automation to tips for effective lead generation management, this week we have seen a variety of notable articles within the B2B sphere.

First – content, content, content. Content marketing is becoming one of the leading tools for B2B marketers. However, companies must find the appropriate balance between using objective branded content assets and third-party content assets. Jeff Zabin, CEO of Starfleet Media and bestselling business author, recently discussed these key points in his article, B2B Content Marketing and the Importance of Objectivity.

We felt that Zabin’s concluding paragraph truly exemplified the importance of a proper and diversified use of content marketing resources: “B2B companies need to establish an authoritative voice. They need to demonstrate thought leadership. And they need to educate the marketplace in a way that aligns sufficiently well with the customer benefits their products or services deliver. While branded content assets can be instrumental in helping them achieve these objectives, marketers should also associate their companies with third-party content assets that might be perceived as less biased and more objective.”

Another article that we wanted to bring to attention is Dave Scott’s, 5 Ways To Determine if Your Lead Gen Budget Stacks Up. In this piece, Scott lists five stages B2B marketers need to consider when assessing budgets through a customer lifetime value calculation, which is described as “the dollar value of a customer relationship.” Here are the five stages a B2B marketer should consider:

  1. “Determine your customer’s lifetime value.”
  2. “Determine the customer acquisition costs (CAC)”
  3. “Build the CAC Model”
  4. “Calculate your cost per won deal (CPWD)”
  5. “Develop a strategy to bring CPWD and CAC together”

As we mentioned in last week’s Madison Logic blog, marketing automation is continually being discussed throughout the industry. In a recent CMS article, Julie Hunt, independent consultant and B2B industry analyst, wrote an informative piece around Shaping the Future of Customer Responsive Marketing Automation. We loved when she stated, “to achieve more valuable use of marketing automation, you have to start with thoroughly understanding customers, buyer journeys, trigger events and key touchpoints.” We agree that there has to be a thorough understanding of all facets involved in a marketing campaign before marketing automation can be used effectively.

John Koetsier also added to the marketing automation discussion in his VentureBeat article, 70+ players, sub 5% penetration: Marketing automation still ‘crossing the chasm’. Although the industry has been hearing about marketing automation for quite some time, Koetsier reveals that the use and adoption of marketing automation is still in the “crossing the chasm” phase, meaning that “the sector is just now spreading from the early adopters and innovators to the early majority.”

Marketing automation is relevant and timely within the B2B sphere and we are excited to see how it continues to grow and progress. Be sure to check back in at the end of the month to learn more about marketing automation in our upcoming Madison Logic whitepaper covering marketing automation.

Image via: Williac