While the circumstances we face in 2020 are unique, we’ve seen major business challenges before. Since the turn of the century, namely 2001 and 2008, we’ve had to figure out new realities and reinvent the way we go to market during economic downturns. We did this all while striking the right balance between being helpful and supportive, and generating revenue. What is unique about 2020 is the technology we have to help us effectively navigate these challenges with top efficiency—from virtual meeting providers like Zoom to distributed task management tools like Asana.
Last week, our CMO Peter Isaacson published a 7 tips blog post to help B2B marketers think through how to adjust to the new reality—no live events to help drive pipeline, budget freezes or cuts, and general uncertainty in the marketplace. He pointed out the importance of an ABM strategy during these times, alongside an expanded digital marketing strategy, and a willingness to innovate.
When sales and marketing professionals face difficult situations, they tend to rise to the occasion and that’s exactly what our customers are doing. They are figuring out how to strike the right balance in their messaging while using technology to figure out who to deliver that message to, amid tightening budgets and economic uncertainty. Check out their stories (and impressive marketing pivots) below.
Sales Prioritization and Digital Advertising: An Event Management Platform company is using Dynamic Audiences to track levels of engagement and spikes in intent from all marketing channels to enable digital advertising in real-time to those companies. Additionally, they have audiences set up that allow SDRs to monitor spikes in intent for the keyword “Virtual Event” within each of their territories, to focus their activities. While this may seem like a no-brainer right now, their Q2 budget has been cut, so they need to be smarter and more targeted with their outreach, and leveraging intent has allowed them to do so. Impressive!
Content Marketing: An Employee Engagement company used Site Analytics to discover a huge surge in traffic to a “remote work” piece they published on their site. They are promoting the piece via a blog post, then isolating out the audience that looked at the piece and making content/sales/marketing decisions from there as to how to address those companies. So by paying attention to what each account is looking at online, the marketing team can better tailor their message. Easy win!
Customer Marketing: As new business sales are likely to dip in Q2 & Q3, it’s more important than ever to protect the revenue you have from your existing clients. So one customer has started to focus on understanding potential churn risks or even expansion opportunities using both competitive intent and onsite activity for other products and services. They are tracking their customers through Site Analytics to see customer audience traffic within specific areas of the website and designing customer marketing plays to respond accordingly. Let’s hear it for Net Retention rates!
Thought Leadership: A customer in the education industry is understandably sensitive to the fact that now is not the time to be selling into schools that have had the added challenge of moving their classrooms online. The answer is to set up an online resource center that uses account-based targeting to identify K-12 schools and universities that are showing intent for distance learning, e-learning, etc. As you can imagine, they’ve seen a big spike in real-time intent since the nationwide school closures. Once those in-market schools have been identified, they are using account-based advertising to dynamically target these schools with messaging that drives to their online resource center. Thought leadership in action!
Digital Advertising: Another client that sells medical devices into hospitals put the brakes on all of their outbound messaging, except for those they are continuing to support. They happen to sell ventilators, and beyond building them to meet demand, they are challenged with getting additional training resources out to the hospitals. With current restrictions in place due to COVID-19, the only way they can train hospital personnel is online. They are using account-based targeting to accurately identify hospitals that are already customers and driving them to an online resource/training portal. They are also using intent data to understand what hospital personnel are searching for and retargeting them to this ventilator training hub. How’s that for closed-loop advertising?
While there is a fine line right now between selling and being helpful, each of the customers profiled above has used the tools at their disposal to get the right message into the marketplace and help their company’s bottom line at the same time. From providing much needed resources to nurses and doctors to helping marketers pivot online to keep pipelines strong, each company is leveraging intent-based technology to spend wisely while taking a targeted and efficient approach to their key marketing initiatives.