<img src="https://secure.leadforensics.com/87910.png" style="display:none;">

3 Ways B2B Marketing Heavyweights Are Driving Customer Centricity

By Stephanie AlexandreMay 19, 2017

Learn how B2B marketers like Juniper Networks, Wells Fargo, and Blackrock are attempting to become more customer experience oriented. From creating new roles and cross-functional teams to developing customer narratives, organizations are ramping up their martech efforts like never before.

Recently these 3 heavyweights spoke at the Oracle Modern Customer Experience Summit, where they were united in transforming the face of digital change and connecting with customers.

Here are 3 examples of how data can transform the way marketers connect to their audience.

1. The Power of Data

Juniper Networks is focused on understanding the customer. Over the past year, Juniper has invested heavily in a marketing analytics and data science team, doubling down its capabilities around data, and has also brought on additional tools to help marketing take a more data-centric approach. Part of this tech overhaul has been adopting the Oracle Marketing Cloud as a foundation tool that will allow for an integrated personalized experience.

But Juniper understands that data and tools mean nothing without an engagement strategy. One of their primary focuses has been bringing sales and marketing teams in closer alignment by ramping up its account-based marketing approach.

2. Putting the Client at The Center of Everything

Wells Fargo VP of strategic and B2B capabilities leader, Glenn DeGeorge, had been asking for customer personas and journeys to be developed for years. He saw that they were facing a problem with specific product lines, that could be avoided if they began looking at what the customer needed.

“These customer journey exercises started to inspire different ways of thinking, then we’re making important decisions based on statistics, insights, and analytics,” he said. “As we’ve started to develop customer personas and journeys, we’re using those findings to evaluate our programs, and places we’re investing in platforms and products. If it doesn’t satisfy the customer journey mapping, it won’t be a priority for investment.”

“We can always go back to a customer to get information, but getting that sign up is a big first step. You’ve got to look at the product as well as email engagement rate,” he said. 

3. Put the right roles and functions in place to force change

Blackrock faced several hiccups when they attempted to transition into being a customer oriented organization. Their transformation took place over three big steps: Getting senior buy-in, revising people and roles to have the right functions in place, the running pilots forcing teams to create change.
“We pulled together a cross-functional team, analyzed data, messages, sales touchpoints and so on, and agreed we were over-emailing people,” he said. “We created a traffic controller so all campaigns moved through them, making sure everything was aligned. We also empowered the campaign team to push back on content creators and hired a data scientist to analyze what we were doing.

Marketers often wear multiple hats which can create a disconnect. Blackrock realized this problem and took active steps to develop well-defined job roles that allow them to cater to their customer’s needs on a higher level.

Thinkdm2 is a New Jersey digital marketing agency focused on helping our clients with everything from search engine optimization to web design. We are always looking for new and innovative ways to meet our client’s needs. Are you looking a refreshing way to handle account based marketing? Connect with our Branding experts.

Read More

Are You Following Google's Best Practices for SEO?

By Stephanie AlexandreMay 12, 2017

Marketing moved into the digital age quite some time ago and with any transformation it has come with its fair share of growing pains. Online marketing has become an industry of its own, comprised of Pay Per Click, blogging, and SEO, etc. There’s not a day a user can log online without being hit with some form of online marketing. So, how can you ensure you are following best practices?

The importance of Search Engine Optimization
Google's core algorithms and its layers of obscurity come as nothing new to anyone who has worked in online marketing. Search engine optimization (SEO) offers up the proverbial key to near-limitless amounts of traffic on the web. The more your company understands SEO, the more likely you'll be able to appear organically in search results.

SEO feeds on content (text, images, videos etc) found on your website. Be sure to include relevant keywords and metatags throughout your website. As you create content, you’ll want to make sure each page is optimized for:

Read More

How to Fix the Flaw in Funnel-Based Tech Marketing

By Stephanie AlexandreApr 20, 2017

While the purchase funnel has served B2B marketers well over the years, a recent study conducted by Latitude found 87% of buyers now travel a less linear, more complex pathway to final purchase. The four key pillars of the funnel­–attract, convert, close, and delight–are still relevant but, you may want to start thinking about the mental state and behaviors of your buyers during the purchase cycle.

Latitude’s study uncovered six behavioral and mental states buyers will experience:

Read More

Let’s Get Social – B2B Style

By Stephanie AlexandreFeb 16, 2017

Let’s talk. The two words that everyone dreads to hear, but we promise what we’re up to won’t hurt you, it will help you. It’s about how you are using social media to leverage B2B marketing tactics. Now don’t panic! We’ve come up with five tactics that can help you get back on your social.

Read More

IoT Spending to Hit $1.29 Trillion by 2020

By Stephanie AlexandreJan 19, 2017

The Internet of Things will change the models of business.

Read More

Takeaways From Gartner's 2017 Technology Predictions

By Stephanie AlexandreJan 05, 2017

 As we ring in the New Year, our inbox is full of predictions, top trends lists and highlights of the past.  It’s always interesting and entertaining to look back at last year’s lists and see who hit the mark.  Last year at the Gartner Symposium/ITxpo analysts presented the Gartner’s Top 10 Strategic Technology Trends for 2017.  “Three themes — intelligent, digital, and mesh — form the basis for the Top 10 strategic technology trends for 2017” according to David Cearley, vice president and Gartner Fellow.

Read More

CES 2017: Tackling Security Challenges

By Liz LindleyJan 03, 2017
Read More

Protect Your Business from Hackers

By Ryan TrabalkaDec 08, 2016

Since the recent Distributed Denial of Service (DDoS) attack that hit the east coast October 21st 2016, many businesses face challenges securing their IoT devices and services alike to protect their brand. Here are some things to keep in mind when looking to secure your business from cyber-criminals.

Read More

2 Technologies That Organize and Increase Efficiency for your Business

By Ryan TrabalkaNov 18, 2016

Whether its meeting deadlines or finding ways to improve your lead generation activities, there are a couple B2B technologies that can help your company increase efficiency and help delegate time for those time-sensitive tasks.

Read More

What Makes a Great "About Us" Page?

By Ryan TrabalkaNov 14, 2016

Read More