Personalizing B2B marketing in an evolving marketplace — Derrick Jenkins // Owler
- B2B
- Data & Analytics
- Data Provider, Marketing Analytics
- Sales Enablement, Growth Marketing, Big Data, Marketing Strategy, Marketing Team
- Part 1Supporting sales in the virtual age — Derrick Jenkins // Owler
- Part 2 Personalizing B2B marketing in an evolving marketplace — Derrick Jenkins // Owler
- Part 3Using sales intelligence to surpass competition — Derrick Jenkins // Owler
Show Notes
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02:35Best practices for personalizing B2B marketingStart with understanding your buyer persona. Determine the demographics of your buyer persona. Youll need to know details like their industry, job title, company size, etc.
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03:15Firmographic dataFirmographic data refers to readily available data about specific companies. This includes details like who is the CEO, funding announcements, ranking against other companies, etc.
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04:17Using firmographic data signals to personalize your outreachThrough the news, you can see how certain industries are evolving, and use that to inform your marketing message. But it still boils down to solving the pain-point of your ICP.
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05:01How to identify when a prospect is ready to buyCompanies sell intent data on insights and Intel on when a company could be ready to make a move. You can also make judgements based on firmographic data or intent buying signals.
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05:46Marketing data and the deprication of thirdIn some ways, the restrictions are affecting our ability to personalize marketing messages. But, you can still personalize your message based on the data that is currently available.
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06:42The rise of accountABM tools are useful because they enable you to target the personas that make buying decisions. And they are expected to consistently evolve over the coming years.
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07:25ABM solutions vs direct outreach to high quality leadsABM solutions enable targeting based on role at a specific company or within a specific industry. Traditional digital campaign targeting does not allow targeting based on that criteria.
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08:13Reaching an entire organization with personalized marketingMarketing to an entire organization comes down to identifying the key players in the decision making process of companies. Involve sales in the strategy to effectively get to your end buyer.
Quotes
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"Some of the best practices start with understanding your buying persona, understanding who we are going after, and looking at them from different lenses." -Derrick Jenkins, Head of Marketing, Owler
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"ABM tools are incredibly useful because they combine the best of digital and data to reach those personas that you need to make those buying decisions." -Derrick Jenkins, Head of Marketing, Owler
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"ABM solutions give you the link specifically to individuals at specific companies versus traditional digital campaigns, where you cant do as much targeting based on role at a specific company." -Derrick Jenkins, Head of Marketing, Owler
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"The way to market to the entire organization is to identify all those key players at the company who you're trying to reach." -Derrick Jenkins, Head of Marketing, Owler
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"It's important to understand who sales is reaching out to as part of the marketing strategy to effectively get to your end buyer." -Derrick Jenkins, Head of Marketing, Owler
- Part 1Supporting sales in the virtual age — Derrick Jenkins // Owler
- Part 2 Personalizing B2B marketing in an evolving marketplace — Derrick Jenkins // Owler
- Part 3Using sales intelligence to surpass competition — Derrick Jenkins // Owler
Up Next:
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Part 1Supporting sales in the virtual age — Derrick Jenkins // Owler
Derrick Jenkins, Head of Marketing, discusses the importance of digital personalization in B2B marketing. When marketing and sales teams are aligned, sales knows exactly where a prospects is on their customer journey, and marketing is supporting sales to sales close the deal and be more effective at their jobs. But, this is only possible if sales and marketing teams are working towards the goal of increasing revenue. Today, Derrick talks about supporting sales in the virtual age.
Play Podcast -
Part 2Personalizing B2B marketing in an evolving marketplace — Derrick Jenkins // Owler
Derrick Jenkins, Head of Marketing, discusses the importance of digital personalization in B2B marketing. There’s hardly ever just one stakeholder involved in a B2B purchasing decision. Rather than relying on traditional digital campaigns, marketers have started to use account-based marketing solutions to personalize marketing messages for all decision-makers within high-value accounts. Today, Derrick talks about personalizing B2B marketing in an evolving marketplace.
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Part 3Using sales intelligence to surpass competition — Derrick Jenkins // Owler
Derrick Jenkins, Head of Marketing, discusses the importance of digital personalization in B2B marketing. Your data is only as good as its expiration date and the case is no different for competitive intelligence. How will you be able to anticipate your competitor’s next move and the data you have on them is out of date? Today, Derrick talks about using sales intelligence to surpass the competition.
Play Podcast
