Скачать или смотреть The Future of B2B Digital Marketing Podcast Recording

Scaling B2B Marketing Challenges through an Omnichannel Lens

Participants:

Mariette Ferreira: CMO at 1111, a UK fintech consultancy
David Reid: VP of Global Growth at Transmission, a specialist B2B marketing agency
Jonathan Connor: Marketing Specialist at Nvidia, focused on partner marketing
Liam Bartholomew: VP of Marketing at Cognism, a global B2B data platform
Tom Gatten: CEO and Founder of Adzact, a B2B ad platform

Episode Summary:

In this enlightening episode, industry leaders discuss the complex challenges and solutions related to scaling B2B marketing on a global scale through an omnichannel lens. Topics covered include localising messaging for diverse markets, striking the right balance between data-driven strategies and creative approaches, as well as the intricacies of attribution at scale.

Key Takeaways:

Localization is Crucial: The importance of localising messaging and content rather than just translating them to resonate with each market's cultural nuances was emphasised.

Data-Driven Scaling with Caution: The episode warns against solely relying on third-party data and recommends a balanced approach that includes first-party data and primary research.

Efficient Customisation: A middle ground between completely bespoke content for each market and reusing core assets to save time and resources is advocated.

Metrics May Vary: Different data points can indicate success when comparing large to small companies, and the acceptability of B2B telemarketing varies between countries.

Attribution at Scale: Automation is key for effective multi-touch attribution in B2B's complex and lengthy buyer journeys.

Don't Neglect Creativity: The value of big brand ideas and emotional storytelling in crafting memorable B2B campaigns is underlined.

Tune in to learn how B2B marketers can adapt their strategies for global success while retaining brand essence and measuring performance effectively.

3:43 - Jonathan Connor highlights the importance of localization rather than just translation when adapting messaging globally.

4:46 - Tom Gatten notes that channel mix also differs by region, so a strategy relying heavily on one channel may not work universally.

6:43 - Liam Bartholomew explains how his company creates region-specific podcasts and re-records ads to resonate locally, sharing an example of tailoring their messaging for the US market.

ABM to Broader Strategies

13:39 - Liam Bartholomew discusses the challenge of scaling from a narrow ABM approach to broader audiences, and editing target accounts based on engagement and conversion data.

Creativity and Emotion

26:03 - David Reid observes creativity often gets overlooked in precise ABM approaches, though emoting is still important.

30:28 - Liam details his "content types" framework for injecting systematic creativity across campaigns and content.

Adapting Brand Story for New Markets

32:27 - David Reid emphasizes researching the category and competitive landscape when entering a new vertical, using Maersk as an example of shifting from services to software.

34:00 - David notes how brand perception can make entering new categories challenging, using HP's move into 3D printing as an example.

36:03 - Mariette Ferreira shares an example of how audience awareness constrained Adobe entering financial services. Brand strengths don't automatically transfer to new verticals.

Data-Driven Scaling

40:56 - Liam Bartholomew stresses having a standardized structure for data tracking and benchmarks when entering new regions.

42:46 - Liam notes the challenge of figuring out which data points are actually meaningful and aligning questions, reports and metrics.

Attribution at Scale

46:14 - Mariette advocates automating data collection across touchpoints as much as possible to enable attribution with long, complex B2B sales cycles.

47:26 - Jonathan Connor agrees automation is key for attribution, enabling adjustment based on data signals.