B2B marketers must think differently to experience different results

By Kristin Connell

“You can’t solve a problem from the same level of thinking that created it.” -Albert Einstein

In the past month, we’ve celebrated the success of almost a dozen of our customers at globally attended conferences – from speaking sessions to award finalists to award winners! It’s been a well-deserved spotlight on their knowledge and expertise in their strategic and roll-up-your-sleeves performance across the board.

So what do all of these B2B marketing organizations have in common? I think it’s their rejection of the status quo – not accepting business as usual because “that’s the way we’ve always done it” – and thinking creatively about how to reach their goals. It comes down to this – you need to think about things differently to experience different results.

I’m not saying it’s easy, in fact, I know from personal experience exactly how “not easy” it is – but I can confirm that it’s worth it. In spotlighting the successes below, I hope to inspire other B2B marketing organizations to examine what they’re doing through a different lens, if you will. Let’s get started!

S&P Global Platts – Marketo Marketing Nation Revvie Award Winner “The Transformer”
When S&P Global, Platt’s parent company, made the decision that the global organization would use Marketo, the Platts marketing team was faced with an enormous migration project: Ten years invested in a competitive marketing automation platform, with hundreds of campaigns and thousands of assets; major critical project dependencies, including a major salesforce.com overhaul, website rebuild, and new branding guidelines; finally, no downtime allowed. How did they do it? Programmatically. By automating it, Platts experienced a 75% savings in campaign migration costs.

Vodafone – Oracle Modern Customer Experience Markie Award Finalist “Best Digital Marketing Ecosystem”
These organizations are taking advantage of digital marketing integration to enhance processes or improve analytics. They have created an integrated ecosystem with CRM, third-party cloud apps, or other applications to automate, streamline, and enhance their marketing efforts and often used APIs in interesting ways. Vodafone and the other finalists showed how integrating with either multiple Oracle products or third-party products to build their marketing stack helped improve efficiencies and significantly increased revenue, sales opportunities and customer interactions.

FIS Global – Oracle Modern Customer Experience Markie Award Finalist “Modern Marketing Leader of the Year – Alisa Barber
Just as great people are the foundation for successful businesses, innovators are often the driving force behind exceptional marketing. Alisa Barber and the other finalists took their marketing to the next level by aligning changing business environments with consumer behavior and bringing a “digital-first” vision into the organization.

FIS Global – Oracle Modern Customer Experience Markie Award Finalist “Most Creative Marketing Campaign”
Sometimes all of the pieces align to create a fantastic marketing campaign – the perfect idea, the right target, the memorable artwork, the personalized follow-up, and of course, the measurable results. From innovatively using segmentation and gamification to both educate and nurture their customers; to increasing interest in their product and leveraging celebrity to increase activity across multiple channels – it all equaled a very creative experience from FIS Global and the other finalists.

Second City Works – Oracle Modern Customer Experience Markie Award Finalist “Best Emerging Company Marketing Campaign”
Doing more with less? These fast-growing, emerging companies of $100M in revenue or less have lean, mean, marketing teams that have executed masterful marketing campaigns using marketing automation to do the work of ten people. Second City Works and the other nominees proved that size doesn’t matter. They were able to create targeted customer experiences with clear objectives, organizational alignment, and collaboration across different departments.

JLL – Oracle Modern Customer Experience Markie Award Finalist “Best Use of Data”
The data-driven Modern Marketer targets and engages their ideal audience for specific business initiatives, successfully using data to target, personalize, measure and win. JLL and the other finalists used data science and predictive modeling to uncover segments and opportunity with a great realization and achievements. They used different data sources to lower costs of acquisition and create highly targeted campaigns using a strong mix of implicit and explicit data points.

Certiport – Oracle Modern Customer Experience Markie Award Finalist “Best Email Marketing Campaign”
Email can be extraordinary. In fact, there are some email communications that are so well written, so masterfully designed, that it’s only a question of when people will respond, not if. Certiport and the other finalists showed just how extraordinary email can be. They were able to personalize emails for their target market, adopt A/B testing, and analyze their data to make the customer experience the forefront of the campaigns that ultimately, drove revenue contribution.

Progress Software – Oracle Modern Customer Experience Session “10 Oracle Eloqua Hacks for the Modern Marketing Wizard” by Carmen Gardiner, Marketing Operations Manager, and Laura Lewis, Senior Demand Generation Specialist
In this advanced session, Carmen and Laura shared their Oracle Eloqua knowledge and expertise in new and innovative ways to achieve goals others have likely not yet considered. How do you move your integration programs into campaign canvas? How can you find and delete bulk export dependencies? Is it possible to replace broken links in already-sent emails? They got technical fast, to help their audience learn new and unexpected ways to achieve seemingly impossible results – making them indispensable as true wizards of modern marketing.

Download Progress Software’s presentation.

UBM – Oracle Modern Customer Experience Session “Pros and Cons of Multiple Oracle Eloqua Instances: The Good, the Bad, the Ugly” by Steve Kellogg, Vice President of Marketing Automation, and Mary Wallace, Director of Marketing Technology
In 2017, UBM embarked on a global rollout and transition from various marketing automation platforms to Oracle Eloqua, with more than 20 planned instances globally. Steve and Mary shared the risks and rewards of managing multiple platforms versus a single platform, how UBM approached each migration, what worked – what didn’t work as well as they’d hoped – and what they’d do differently next time.

Download UBM’s presentation.

Bloomberg BNA – Oracle Modern Customer Experience Session “How to Keep Driving While Changing the Tires: A Year of Transformation” by Maury Demner, Director of Marketing Analytics, and Meghan Fassl, Senior Manager Online Marketing
In the last year, Bloomberg BNA’s business underwent significant transformations, including multiple product re-architectures, migrations, launches, and absorbing a new business unit. How did they accomplish all this? Maury and Meghan shared how a solid foundation with a robust contact washing machine, templated emails, and a formal campaign request process enabled the team to integrate these new elements without reinventing the entire process.

Download Bloomberg BNA’s presentation.

Sophos – Oracle Modern Customer Experience Session “Don’t Be Generic: How Innovative Marketers are Personalizing Event Experiences” by Kristen Alexander, VP Marketing, Certain; Kent Martin, Marketing Coordinator, Certain; and Sydney Leopold, Global Event Marketing Manager, Sophos
How do marketers collect data across their many global events to deliver the demand-generation results they need? This expert panel shared insights into ways marketers can securely capture meaningful data from in-person events and better align with sales to drive inspired and personalized results.

Download Sophos and Certain’s presentation.

Insperity – Oracle Modern Customer Experience Session “Closing the Digital Divide: Video Chat and Cobrowse” by Scott Seebauer, Oracle; Kristine Tannert, Product Manager, Insperity; and Michelle Brusyo, Oracle
What is it that takes a digital customer service site from “satisfactory” to best-in-class? This expert panel reviewed a mix of top-shelf implementations and discussed how a strong digital point of view leads to great customer experiences. The session also included a solution overview and roadmap.

Download Insperity’s presentation.

A look ahead
What does the second half of the year hold for your B2B marketing organization? Are you analyzing what you’re doing, how you’re doing it and what you need to do differently? I think this is key in determining how your team can prove a greater impact on pipeline and revenue. If you are – awesome! If not, I highly recommend it – this mid-year point provides an excellent opportunity to pivot as needed and don’t worry – you’re not alone! We have conversations like this almost every day with our customers. If you’re interested in learning more about how we can help your B2B marketing organization experience different results, please contact us today.