Digital Transformation

Data and the rise to power of the B2B Marketing Office

Written by
Mads Krogh Petersen

It is all down to data. Ultimately, data is what fuels the movement of the Marketing Office from a top funnel, awareness driving, Cost Center TO a business critical role with almost full responsibility for the customer decision journey, the main source of customer data and with direct, attributable bottom line impact.  

The digitization of the funnel has suspended the sales representative from many of his key functions most notably in the Interest and Evaluation stages of the buying process.

Adapted from ‘Mapping the Buyer’s Journey’, Sales & Marketing

The different stages in a digital demand generation and buying process are supported by activities and/or systems under full or partial control of the Marketing Office.

The power of data - an example

Full data integration in the buying journey from unidentified lead to buying customer has supercharged the attributable value of Marketing.

So how does that work?

An underlying, integrated technical infrastructure permits the capture of data representing successful messaging, formats and targeting for each audience profile as leads move through the process. The most successful custom pathways can be defined for each audience profile.

You start with an audience profile with the view to measure which creative the profile needs to be exposed to and how often, in order to move the profile to the next stage of the funnel. As the end point is conversion, we want to understand which creatives and journeys the Audience Profiles that ultimately buy are mostly exposed to and react to.

To enable this modules are assembled on the landing page template automatically based on optimization (cues from audience profile, content clicked on prior to arrival at landing page and post conversion / sales behavior of members of the same audience profile.)

You build a picture over time of what content, placement and configurations work to move the audiences all the way through the funnel. In the above instance, a given Automation plan is added to the description of the optimal pathway for a certain audience profile.

After a certain number of individuals in a given Audience Profile move through the funnel to its end, you build up a picture of exactly who our buyers are. You find out our most likely buyers’ needs, interests, barriers and attitudes. This helps the sales team close a sale efficiently or direct the lead within the e-commerce solution.

You also know the most successful media / placements and landing page configurations and can optimize the media spend accordingly — cutting out ads that don’t drive high-quality leads and increasing spend on banners that drive real buyers through the funnel.

Ongoing optimization at each stage and across the buying process enabled by data integration

In sum, data integration across the buying process gives the Marketing Office an opportunity to create a direct, attributable impact on the bottom line.  

To hear more about the process, capabilities and technology necessary to capture this opportunity feel free to send an email or give us a call.  

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Mads Krogh Petersen

President and Co-Founder

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