SiriusDecisions Summit Recap: 3 Key Strategies for Intelligent Growth in 2017
You know you’re at a post-Brexit B2B marketing conference when SiriusDecisions analysts are positioning their UK and European locations as distinct selling points to UK and European marketers respectively 🙂
The focus of this year’s SiriusDecisions Summit in London was illustrated by a musical allegory that revealed the intelligent growth symphony that we’re capable of when ‘adopting, operationalizing, and optimizing’ with the precision of the world’s best B2B orchestra: marketing on strings, sales on woodwinds and brass, product on percussion, and Sirius frameworks as the conductor.
As with any good concert, many audience members left inspired and full of aspirations. That is, until the alarm goes off, and they find themselves staring at the 1,087 unread e-mail messages on their smartphones — and even the most remarkable and determined of them will struggle to turn art into science.
As my small contribution to anyone who’s interested in driving the type of intelligent growth that lands marketing pros a fat bonus check and promotion, I’ve summarized 3 key strategies that are guaranteed to make an impact in 2017.
1. Start thinking about content in the context of overall digital transformation.
Develop a unified vision and commitment among cross-functional leadership teams and start transforming your content ecosystem from dysfunction to health. Shifting from outdated and ineffective email and event marketing to high-quality, digital-first content marketing requires more than a boardroom of nodding heads.
According to Erin Provey at SiriusDecisions, “Executive buy-in at every level must be followed by interim modifications to day-to-day responsibilities, incentives, and resource allocation to build the foundation for global/local content without completely derailing those marketers’ abilities to support their friendly local sales team in meeting the next revenue target.”
2. Combine net new lead generation with re-engagement to accelerate pipeline success.
Focus on highly targeted, pre-qualified leads that have a much greater propensity to qualify through stage one – webinars and videos are among the mediums that generate the highest performing ‘rapid entry’ leads.
Keep current opportunities moving on a trajectory towards close by re-engaging prospects with high-value thought leadership and ‘how to’ content. In some organizations, this may require a review of the sales and marketing SLA and KPIs.
As SiriusDecisions’ Julian Archer put it, “The critical dynamic that separates lead nurture and pipeline acceleration is the presence or absence of involvement from an active and interested sales team.”
3. Improve ABM performance and contribution to growth with better data.
Combat poor data accuracy and breadth in account-based marketing programs by developing live content experiences that create significant value for online target audiences, and work with providers like Demandbase and BrightTALK who have the necessary platforms to demonstrate contribution to growth.
As Matt Senatore at SiriusDecisions said, “Vendors need to support practitioners’ desire to take measurement beyond showing an increase in web traffic from target accounts to how that translates to more business impact-related measures.”