Do you really know what martech you have?

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Performing a marketing technology landscape review for one of our clients, they believed there were only 3 core systems in the business – we identified 33. For another client, we revealed 45 separate technologies; they even had a team in place who was tasked with managing martech and even they were shocked at the scale of the issue.

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Martech integration is so simple…isn’t it?

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Integration.

It’s such a throw away word.

Just plug this in,” says marketing, “You can just download the app.”

*But you can’t ‘just’ integrate systems* thinks IT, *it’s a lot more complicated than that*

IT gets a bad rep for being difficult and saying you can’t just connect things together and everything works like magic. Afterall, the marketing materials talk with such confidence about seamless integration.

And there lies the issue.

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Using customer intent and multichannel engagement to drive sales

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Working with a global IT organisation, we introduced ‘intent’ to focus engagement activity based on customer interest. We designed a full engagement framework across a range of channels, to ensure that contacts in the right accounts were engaged with content they wanted, at the right time in their buyer journey.

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Selecting the best accounts for Europe-wide ABM program

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Working with a global cloud security vendor, we designed and deployed an ABM program to drive increased sales opportunities in target accounts. By combining firmographic, technographic and behavioural data, we created an account selection and prioritisation methodology.

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Moving from basic campaigns to award winning multichannel engagements

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Working with a global financial services client, we designed and implemented an award-winning engagement framework that was delivered across multiple digital channels. Activity was aligned to clearly defined business objectives and outcomes included increased engagement metrics across all channels, significantly improved customer experience and revenues that could be directly attributed to the campaign influence.

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Improving lead conversion by aligning to the buyer journey

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Working with a global IT organisation, we designed an engagement framework that mapped roles and responsibility at each stage of the customer’s decision-making journey, from source to onboarding. The framework defined go-to-market and operational requirements at each stage, simplifying the process and providing much needed to clarity to internal teams.

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Insights

Sharing our thoughts and providing hints and tips on how to get your organisation ready to embrace digital transformation