It’s Time to Do More With Your Intent Data

The pressure to prove your marketing efforts are driving value is on. With 41% of marketers feeling the squeeze to demonstrate value, having an ace in your marketing strategy’s back pocket is less a stroke of luck than a requirement to play the game. 

Leveraging intent data can be your ace. Not only do marketers who wield intent data say they’re more confident in proving the value of data-driven marketing programs (61% vs. 37%), they’re also more confident in delivering value with lead quality, refining their target audience, and content/campaign effectiveness. 

Despite the benefits, only 38% of marketers report using intent data. Clearly, intent data is a treasure trove of information just waiting to be plundered. As more sophisticated AI and machine learning (ML) technology becomes commonplace, intent data is only becoming more accurate and timely. 

Let’s examine what it is, why it matters, how to apply it, and how a data-savvy partner can help you increase your confidence and your results by applying intent data. 

What Intent Data Shows & Why it Matters

Intent data gives insights into customer behavior, preferences, and purchase intentions. It’s like a story drawn out from the amalgamation of a user’s online activity in order to predict what they’ll do next. And that’s not all. 

Quality intent data gives insights into a prospect’s research history, including specific competitors or products, and informs messaging strategies and marketing tactics to stay ahead of the competition. It also serves to define roles across marketing and sales functions, keeping both teams in sync when it comes to delivering the right message to the right audience at the right time.

Awesome, right? But with so many other types of data out there, why does applying intent data matter so much? 

While it’s true that marketers who use data at all report a 3x increase in revenues and 78% increase in budgets, marketers using intent data see even better results.

Intent data is highly impactful if you want to drive more pipeline with more high quality leads:

  • 97% of marketers said intent data drives more pipeline than non-intent data leads. 
  • 94% of marketers said intent data leads are high quality.
  • 35% of marketers who experienced significant revenue growth in the last year said intent data had the biggest impact on driving leads.

Using intent data is an untapped opportunity that more and more marketers are planning to invest in — 63% to be exact. To stay ahead of the competition and compete in today’s economic climate, using intent data is table stakes. 

Apply Intent Data to These 4 Areas to Unlock Growth

This begs the question, “how and where can I use intent data effectively?”

We’re so glad you asked. Intent data provides an opportunity for sales and marketing teams to go beyond account identification and prioritization. The difference is using intent data to identify and align your buyer’s needs with customized and contextual messaging when they’re ready for it. 

Here are four different use cases to consider for your intent data:

  1. Demand Generation Campaigns: Intent data can be used to create personalized and targeted campaigns along the buyer journey.
  2. Lead Generation: Intent data can improve lead generation and customer acquisition efforts by accurately identifying potential customers who are actively searching and tailoring messaging to resonate with their specific needs. 
  3. Retention and Upselling: Intent data can be used to monitor signals indicating a customer’s likelihood to churn or add more products or services. This enhances customer retention and upselling, making it easier for marketers to strengthen customer loyalty and increase revenue passively.
  4. Content: Intent data is a gold mine for fueling content marketing strategies. Creating compelling content that speaks to your customer’s pain points increases visibility, improves trust, and attracts the right type of buyer in the first place.

How Inverta Can Help You Apply Intent Data ASAP

When it comes to choosing a data partner, marketers care twice as much about finding a partner who can deliver across a breadth of topics rather than delivering results in one area alone. Inverta is a well-rounded martech agency with the capabilities to help you find intent data as well as put it to use.

Learn More About Inverta

  • If you’re ready to invest in a player, coach, and trusted advisor who can move the needle for your demand generation campaigns, contact us here.
  • Get more insight to intent data Click here to access a unique asset experience that is a compilation of thought-leadership tactics, helpful tools, and useful reference guides

Give Marketers Back Time With Smart & Efficient Campaign Planning

If your marketing activities these days feel more like a giant game of whack-a-mole than a series of intentional strategic moves, you’re not alone. In an economic climate that’s so up in the air, it’s common for marketers to shift their focus to projects that need more attention in the moment over long-term strategic planning for the future.  

After all, without quick wins to remind leaders of their importance, marketing budgets can easily find themselves on the cutting board. Gaining and maintaining stakeholder support is a concern for 16% of marketers in 2023, demonstrating just how important it is for marketing to prove its worth in the midst of uncertain times. 

However, the frenetic focus on day-to-day activities leaves little room to think about long-term strategy. Without a way to implement smart and efficient campaign planning, building for the future can seem impossible without additional headcount. 

Let’s break down the most common challenges facing marketing campaigns today, as well as Inverta’s new Campaign in a Box solution that can launch demand generation campaigns in as quickly as eight weeks.

Challenges Facing Marketers in 2023

Marketers have their work cut out for them in 2023. With increasingly limited budgets, leaders are being forced to get creative and do more with less. Indeed, 17% of marketers anticipate pivoting on strategy as their biggest challenge this year. Making changes at the drop of a hat and doing them well is especially difficult when it comes to driving traffic and putting data to good use.

Driving Traffic, Pipeline, & ROI Is Becoming More Complex

  • A 2022 CMO survey found 80% of marketers see generating predictable pipelines as their top challenge in 2023. 
  • 19% of marketers say generating traffic and leads are the biggest challenge of 2023.
  • 20% of senior marketers say proving ROI on marketing expenses is one of their top challenges.

Siloed Data & Processes Are Limiting Productivity in 2023

  • 17% of senior marketers say they need more actionable insights from their data.
  • Focusing on retention in addition to upselling and expansion is becoming more important.
  • Too many tech stacks are built in silos, and focusing on meeting business needs rather than features will be the key to success this year.

The challenges facing marketers this year are many and varied. In order to succeed now and in the future, finding a way to address these challenges in a cost-effective and timely manner is essential.

How Inverta’s Campaign in a Box Can Help

Inverta’s team of marketing consultants have been in your shoes. We know what challenges are headed your way in 2023, and that’s why we asked ourselves, what if our clients had a turnkey solution at their disposal for their next demand generation campaign? 

That would be a pretty useful tactic to have in their toolkit.

The result? Inverta’s Campaign in a Box. It’s exactly what it sounds like: a tailored and customized campaign designed to boost your pipeline without exhausting your internal resources. 

What does it include? We’re so glad you asked.

  • Program Design: Account selection, personalized messaging, customized channels, and tactics
  • Technology Augmentation: Buyer intent surge data, keyword optimization, targeted display advertising, and more
  • Program Setup and Launch: Full-service execution of the program design
  • Monitoring and Optimization: Weekly assessment of campaign performance and engagement data
  • Performance Reporting: Visibility into engagement data and content intelligence, rolled up to socialize with stakeholders

Campaign in a Box can help if:

  • You need to generate revenue, quickly
  • Your campaigns aren’t benefiting from technology
  • You don’t have the data you need to optimize your demand strategy
  • You’re under pressure to demonstrate ROI
  • You need to stretch your budget
  • Your teams are feeling overwhelmed
  • You need a new way to inject life into your pipeline 

In short, if you’re feeling the heat of increasing your pipeline without the budget to up your resources, Campaign in a Box is a great solution to work smarter when it comes to campaign planning.

Launch a Demand Gen Campaign in Just 8 Weeks With Inverta

The best part about Campaign in a Box? It’s fast. In just eight weeks, we’ll have your campaign ready to launch. By six months, you’ll start seeing tangible results reflected in your pipeline.

Learn More About Inverta

  • If you’re ready to invest in a player, coach, and trusted advisor who can move the needle for your demand generation campaigns, Inverta’s new Campaign in a Box offering can deliver. Contact us here.
  • Learn more about our new campaign in a box solution – click here to access.

Why Demonstrating Marketing ROI Is So Important for CMOs

When times are tough, costs must be cut and spending must be justified. Yet, outcomes must continue, business as usual. This conundrum puts CMOs between a rock and a hard place. How do you deliver results with a tighter budget? More importantly, how can you tie those results to your budget effectively?

The majority of CMOs are turning to a little metric called return on investment (ROI). As macroeconomic uncertainty results in tighter budgets, marketing spend is under more scrutiny than usual. Every dollar spent needs to be correlated with a healthy return, and fast — 77% of CMOs say they’re under pressure to prove increased short-term ROI on marketing campaigns.  

In this blog, we’ll break down why ROI matters right now, what a focus on ROI changes about marketing activity, and how to start delivering ROI despite the current economic climate. 

CMOs Must Track & Prove ROI Faster Than Ever

In the face of a looming recession following several years of pandemic-related upheaval, a laser focus on ROI is a pretty natural response for company leadership. After all, when so much is uncertain, doubling down on the things that are working is a no-brainer. 

This certainly seems to be the case. Nearly 37% of marketers report that tracking ROI is becoming increasingly front-and-center, especially for larger organizations. Indeed, ROI has risen to the top of company leaders’ priority list. 

Marketers report the top metrics for their CEO, CFO, and board members are:

  • ROI: 48.4%
  • Delivering business outcomes: 39.9%
  • New customer acquisition: 35.8%

Couple this with shifting customer behavior due to inflation, and it’s never been trickier for CMOs to deliver on leaderships’ expectations. As recent Gartner research has identified, the burden to deliver ROI falls heavily on the CMO’s shoulders. 

“In order to meet the enterprise mandate of driving growth amid continued disruption, CMOs must act decisively to prioritize their investments and their strategy for the year ahead [2023],” said Ewan McIntyre, Gartner Marketing’s Chief of Research.

The Impact of an ROI Focus on Marketing Objectives & Outcomes

Prioritizing ROI impacts CMOs’ decisions around marketing activity and outcomes in a variety of ways. Beyond the pressure to deliver ROI in the short term, the current environment has led marketing leaders to worry about their strategy as a whole. 31% of marketing leaders are concerned they’ll have to curb creative campaigns, with an additional 30% worrying they’ll have to operate more reactively instead of proactively. 

This new focus on tying marketing activity to clear-cut returns can be new territory for many marketing activities, presenting challenges for marketers and CMOs alike. For example, when analyzing marketing campaign effectiveness, only 28.4% of marketers report measuring ROI to do so. In fact, 45.7% of marketers say their brand is “too focused” on ROI. 

Clearly, there is a large disconnect between the metrics the CEO and CFO want to see and what marketers believe is important. In bridging that gap, CMOs have their jobs cut out for them. 

In today’s climate, an ROI focus means CMOs have to more or less accomplish all of the following:

  • Work smarter with a tighter budget in order to deliver the same outcomes as before.
  • Help the CEO and CFO understand what ROI means for marketing, and help marketers understand what ROI means according to the CEO and CFO.
  • Ensure a focus on ROI doesn’t distract from impactful marketing activities where ROI is difficult to measure, in both the short and long term.

In short, doing all this with fewer resources is a tall order for CMOs and the organizations they lead.

How To Retain Budget, Maximize Marketing Activity, & Prove ROI

One of the most important things CMOs can do to successfully lead their marketing organizations through uncertain times is learning how to strengthen value calculations that prove marketing’s importance. Although it may seem counterintuitive, this often means moving beyond ROI as an end-all metric and making the case to evaluate budgets on various other inputs instead. 

For example, the ROI of your marketing tech stack can be difficult to tie directly to pipeline numbers, yet it’s essential to marketing activities that do influence revenue. Likewise, long-term strategies may not have an immediate ROI, but they do pay off with time. Striking the right balance between what’s essential for both now and later can be difficult on your own.

Learn More About Inverta

Inverta acts as a player, coach, and trusted advisor when it comes to helping CMOs measure and deliver ROI. Our new campaign-in-a-box solution can build short-term wins while we set up your organization for future success. 

  • Interested in how Inverta can help coach you through a campaign planning strategy? Contact us here.
  • Learn more about our new campaign in a box solution – click here to access.

Check out Conquering Barriers to Activation: The Strategic Chief Marketing Technologist

 

 

Why Multi-Channel Attribution Is Key for Marketing Teams

Cross-channel attribution can make or break your marketing effectiveness. 

After all, without a holistic view of how marketing is impacting the conversion funnel, you’ll be hard-pressed to understand which channels you need to improve, double-down on, or quit entirely.

In this blog, we’ll help marketers understand why attribution is key, what types of attribution exist, and which method we think is best.

3 Reasons to Nail Down Marketing Attribution

While we’ve analyzed the current role of attribution in marketing before, there’s no denying that attribution is a key aspect of a marketing team’s success. The question is, why? What does attribution show that is so important? 

Simply put, attribution helps answer these strategic marketing questions:

  • How did the customer start the buying journey? 
  • What led to their conversion? 
  • What metrics should be tracked to best follow marketing’s impact?

Without understanding what drives the customer’s journey, what marketing efforts impact conversion, and which metrics define success, marketers will find it very difficult to create a strategy that works effectively.  

For example, without proper attribution, it becomes much more difficult, if not impossible, for marketing teams to prioritize campaigns in an unbiased, systemic way. It also becomes more difficult to determine budget allocations across the marketing organization. Attribution can provide clarity when opinions and preferences get in the way of proven outcomes.

Finally, efficient attribution helps marketing teams align with leadership and across other teams (like sales or finances), translating marketing practices into language that c-suite executives and other departments can understand. This can prevent misunderstandings or budget cuts to essential activities driving impact. 

So, what type of attribution models exist, and what should your organization follow, and why?

Attribution Models, Explained

There are two common buckets of attribution models: single-touch and multi-touch (or cross-channel) attribution. While the merits of these two approaches apply in specific cases, let’s break down why multi-channel attribution is quickly becoming the standard for digital marketing teams.

Single-touch attribution

Methods for measuring single-touch attribution typically rely on one metric, like first or last touches, to give credit for the buyer’s conversion. While helpful in some cases, it typically provides an overly simplistic portrait of the conversion story.

Multi-touch attribution

While single-touch attribution relies on two simple methods, multi-touch attribution models are much more versatile and diverse. Multi-touch is a better approach to fully gauge marketing effectiveness across the entire funnel, giving essential insights into what is actually driving conversion and impact. 

From linear approaches that give credit to each marketing funnel touchpoint along the way, to weighted first and last touch models, multi-touch models can be customized to meet the needs of any marketing organization. 

The Evidence Is in: Multi-Channel Attribution Is Most Effective

Multi-channel attribution, or cross-channel attribution, is our preferred method at Inverta. Why? Multi-channel attribution is the only method that allows you to fully understand your marketing impact as a whole, functioning system.

The data backs this up. The majority of companies — an overwhelming 75% — use a multi-touch attribution model to measure marketing performance. Additionally, multi-channel attribution models can improve marketing efficiency by 15-30%, which can translate to thousands (if not millions!) of dollars in the sales and marketing pipeline.

At Inverta, our experts can provide insight into your marketing attribution models. We help you level up your marketing outcomes by leveling up your marketing data. Reach out to us here.

Strategy With Accountability: How Good Martech Affects Program Strategy

Just as a chef is dependent on the quality of their ingredients to make a delicious dish, so too are marketers dependent on their tools and marketing technology stack to make their strategy effective.

This is especially true when it comes to program strategy. A killer master plan to segment, target, and convert your customers with ABM, for example, is only as effective as the tools that make that strategy a reality. One unintegrated tool can throw the whole process out of whack, resulting in a chaotic and difficult-to-measure end result. 

Unfortunately, making the most out of a martech stack to serve your strategy is a challenge for most marketers. A Gartner survey found that only 42% of marketers say they use the full breadth of their martech stack’s capabilities in 2021 — a figure down from 58% in 2020.

Why? It’s a toxic cocktail of technology overlap, not being able to hire the right talent to own adoption and utilization, and the simple fact that tools are complex and difficult to nail down into a single ecosystem. 

If that sounds like your marketing program, you’re not alone. We’ll review two areas where your technology might be under-serving your strategy and one solution for getting your strategy and martech to work together.  

The Right Tools Drive the Right Customers to Campaigns

There’s no denying the importance of segmentation when it comes to marketing — at least 65% of your campaign strategy comes from having the right audience in mind. Having the right tools and techniques in place to drive more relevant customer segments to a corresponding message makes all the difference in the world when it comes to achieving your desired outcome.

Plus, it’s just what customers expect. An impressive 71% of customers expect personalized marketing messages from businesses, and 76% are disappointed when they receive generic messages instead. 

The catch is that there are as many ways to segment your customers as there are segmentation tools (which is, ahem, a lot). For example, you could segment your customers by:

  • Buying stage
  • Engagement
  • Purchase history

When the possibilities seem endless, that’s where it’s key to understand what strategies your tools and your tech can actually serve, and vice versa. Otherwise, you might spin in circles buying new tools for capabilities you don’t even need.

Without Data, You Can’t Pivot As Easily

 Of course, perhaps the most important way that your martech stack should serve your program strategy is with insights and data. Without insights to lead you at every step along the way (pre-campaign, during the campaign, and post-campaign), you run the risk of making decisions steeped in bias, not cold, hard facts.

For example, you might use your martech tools to build segments or provide a window into the impact of the campaign, rather than creating segments by yourself or relying on a siloed view of metrics to determine your campaign effectiveness.

A good indicator that you’re doing it right? Ask yourself these questions:

  1. Pre-campaign: “Can I roll up my intelligence gathering (intent, engagement, etc.) into something that provides insights into what to do differently or how to structure my outreach?”
  2. Post-campaign: “Can I aggregate results to either make a course correction or a strategic recommendation on my planned course of action?”

Additionally, you can inventory your martech stack by examining your functionality needs and goals, and then mapping your data flows and integrations.

Tools Provide Concrete Data Rather Than Best Guesses

When it comes to marketing program strategy, if you don’t have tools for customer segmentation and data analysis, you might as well be throwing darts in the dark. You might hit your target occasionally, but you’ll be unable to see how well you’re executing your strategy or what’s going wrong whenever you miss.

Translated into real-life marketing speak? Without the right martech tools and strategy in place, you might experience one of these consequences:

  • Redundant and siloed technologies
  • Lost credibility with senior leaders when marketing strategy fails
  • Underutilization of tools’ breadth and capabilities

It’s no secret that marketing teams need help when it comes to martech. A Gartner survey found that only 16% of marketing leaders say their digital transformation initiatives are “fully implemented.” 

Enter Inverta. Our experienced team of marketing technology veterans can help you navigate the complexities of martech strategy and implementation. We help companies maximize their investment by customizing the experience and getting rid of redundancies. Learn more about our solutions here.

Specialization vs. Synchrony: Which is Better for B2B Marketing?

In many ways, marketing reminds me of fashion. When a person comes across as stylish, it’s not because he, she or they are wearing a pair of designer shoes, or carrying a trendy handbag – it’s the combination of each piece of clothing, an air of confidence, a smile – that work together to earn the description. We experience people as whole entities, not as deconstructed pieces and parts. 

This is why I believe specialization is one of the biggest problems with B2B marketing teams today.  

Stimulated by the COVID-19 pandemic, specialization of in-house resources has become more pervasive than ever. In-house marketing resources could include skills, such as SEO or web development, and function, such as job roles specializing in webinars, email marketing, and social media.

There are several reasons companies are increasing specialization, which we’ll address, but in the battle between specialization and synchrony, specialization seems to be winning.

Still, synchrony is way more impactful.

The Appeal of Specialization

Rufus Franck, the founder of Consultants 500, took a close look at the top Fortune 1000 companies in the last 40 years. He states: “By 1983, one-third of these companies had fallen off the list. By 2013, only 30% of the original companies are still on the list. This pace of change will continue to increase as only a third of today’s major companies are expected to survive the next 25 years.”

This trend, among others, has led many companies to specialization in hopes of rising above intense competition and industry noise. Additional factors that have increased the trend in marketing specialization include:

  • Higher volume demand forces roles to churn out as much work product as possible.
  • Last-minute pivots and course corrections from higher-ups, which often leads to increased frustration and decreased productivity.
  • A never-ending culture of reactivity, which is brought on by little-to-no planning or a misappropriated need to seem “agile.”

Synchrony = Efficiency

The entire purpose of marketing specialization is to become a big fish in a small pond. You want to have the most prominent presence among your target audience and be seen/heard over your competitors. 

However, while this can help you create more targeted and impactful marketing, it can divide your teams if they’re not aligned around a shared business goal or objective. 

For example, if your social media team is working towards one goal and your content marketing team another, these teams are asynchronous. Essentially, you’ve got several medium-sized fish scattered throughout several ponds (AKA silos). They may be contributing to business growth, but they’re inadvertently creating a fragmented, inconsistent narrative that isn’t meeting the needs of your buyers.

Synchrony brings all the fish into the primary pond. Marketing is more effective and impactful when it’s grounded in a common theme and provides customers with a consistent experience. 

Think about the top B2B campaigns you’ve seen (i.e., IBM’s ‘Every Second Counts’ campaign or Cisco’s SuperSmart Security graphic novel). The reason these campaigns were so successful is not that they had great messaging or powerful graphics (though that definitely contributed), but because they were consistent—synchronized—around a larger message that customers felt both in and out of the campaign.

Here’s my point: marketing specialization is great. It allows everyone to play to their strengths and encourages excellence in each practice area. But it’s synchrony that brings everyone to the table and creates truly impactful marketing messages that B2B leaders pull off every day.