Ah, the world of B2B Marketing Operations. It’s like a magic trick: you start with a sleek, polished stack of MarTech tools, and next thing you know, there’s an extra 50 SaaS subscriptions creeping around in the shadows. They’re like the mythical creature of MarTech: The SaaS-quatch. No one knows exactly how many are out there, but everyone feels their lurking presence. And let’s be real here: it’s not always what’s written down in the budget spreadsheet that bites you. Oh no, it’s that rogue tool that someone’s been sneaking in through their credit card bill, the one you had no idea about until a frantic finance team starts showing you the receipts. It’s like finding an old Netflix password under the couch cushion. It shouldn’t be there, yet somehow it is. These sneaky, forgotten tools, hidden under the radar, are what we call “shadow stacks.” And just like how you’d hunt a Sasquatch, finding and slaying these rogue elements is a mix of strategy, technology, and a healthy dose of detective work. The curse of rogue tech: "The forgotten platform" and its sneaky cousins For years, Marketing Operations teams have quietly (or not-so-quietly) been battling a growing creature lurking in their budgets: "The Forgotten Platform". This elusive beast first appeared back in 2019 ish, often disguised as a seemingly harmless free trial or a tool that promised to be the silver bullet for a short-term marketing initiative. It starts innocently enough: someone discovers a shiny new tool that claims to save time, boost performance, or “integrate with everything” (we've all been there). Before you know it, that free trial turns into a $1,500-per-month recurring subscription, and no one can quite remember signing off on it. The Forgotten Platform is born. But unlike Bigfoot, "The Forgotten Platform" doesn't leave footprints - it leaves behind email receipts, late-night credit card charges, and a pile of unused, neglected licenses. The only thing it hunts is your budget. And the thing is, you're not alone in this struggle. Research suggests that 70% of companies have some form of rogue tech floating around in their organization. It could be a freemium tool someone started using because it was "free for the first 30 days," or a random license purchased with the best of intentions, only to be forgotten once the tool’s initial allure wore off. These shadow tools may be small, under-the-radar, or just plain forgotten, but they add up over time and quietly siphon away your budget. Because they often don't appear in the official MarTech stack, no one notices the slow drain on resources - until it’s too late. The real damage doesn’t come from the big-ticket items either; those are easy to spot. The problem lies in the seemingly harmless subscriptions that go unnoticed and pile up in the background. So, it’s time to get your detective hat on and start hunting these rogue tech monsters before they consume your resources completely. The MarTech audit: Your tactical weapon Step one in the hunt for your SaaS-quatch: a thorough MarTech audit. It’s a bit like a spring cleaning, but for your tech stack. You’re going to go through every tool, license, and account with a fine-tooth comb to make sure no shadow stack creatures are lurking in the dark corners. Here’s how to do it: Talk to the teams Marketing teams can sometimes become a little too... enthusiastic when it comes to trying new tools. And who can blame them? We all want to experiment, optimize, and stay ahead of the curve. But this enthusiasm can also lead to purchases that may not align with the bigger picture. Sit down with your Marketing Ops team, your content team, and any other team who may have purchased software over the past year or two. Ask them about the tools they’re using - and more importantly, why . You’ll be amazed at the number of “forgotten” tools that crop up in these conversations. Some tools are loved by teams but are so niche that no one else is aware of them. These are your SaaS-quatches. Get the financials in line The next step in hunting down rogue tools is to get access to the financials - specifically, the company’s credit card statements, payment systems, and all those accounts with a subscription model. Start by identifying any recurring charges related to marketing tools. These will often show up as unmarked or ambiguous entries, such as “Tool Co” or “App Inc.” at odd dollar amounts. Once you’ve got the statements in front of you, make sure to cross-check these with your list of official tools. If anything doesn’t match, it’s time to ask questions. Track Usage Data The next step is to look at actual usage data for your tools. Every tool worth its salt has some form of tracking or reporting built in, so check the usage reports. If something hasn’t been used in months but is still racking up charges on the company card, it’s time to start questioning whether it’s still needed. This process should also help identify any licenses that were purchased but haven’t been accessed. This is another sign of The Forgotten Platform making its presence felt. Check for trial account renewals One of the most insidious ways rogue tools sneak into the tech stack is through trial accounts that automatically renew. You’ve all been there — you sign up for a free trial, but before you know it, you’ve forgotten to cancel, and the tool’s been auto-renewing every month since. Check for trial-to-paid transitions in your accounts. Most tools will send a notification when they transition from a free trial to a paid account, but if the tool is “forgotten,” you might miss these alerts. Involve your IT and Security Teams While marketing teams are often the ones driving the adoption of new tools, your IT and security teams are critical in spotting shadow stacks. They’ll have insights into what’s been deployed across the company, whether it’s secure, and if there are any compliance risks tied to certain platforms. IT is often the unsung hero in these audits, so don’t skip this step. Slaying the Beast Once you’ve done your due diligence, it’s time to slay the SaaS-quatch. This is where the real work begins, because you’ll need to address what to do with the rogue tools you’ve found. Evaluate the value of each tool : Just because a tool isn’t officially part of your stack doesn’t mean it’s useless. In fact, it may have value. If you find a tool that’s been used regularly but wasn’t part of your official plan, ask yourself: Is it still relevant? Does it add value to the company? Consolidate and streamline : The goal here is to reduce complexity and improve efficiency. Consolidate similar tools. If you’ve got three different tools for email marketing, for example, do you really need all of them? Consolidating platforms reduces tech debt and streamlines operations. Set up clear guidelines : The best way to avoid this situation in the future is by setting clear guidelines for software purchases and usage. Create a transparent approval process, and ensure every new tool purchase is logged, tracked, and reviewed regularly. Communicate with the team : Make sure that everyone is on the same page about the tools you are using and why certain rogue tools need to be decommissioned. Getting buy-in from the team will make it easier to eliminate unneeded tools without causing friction. The aftermath: Ongoing vigilance The hunt for shadow stacks doesn’t end after the first audit. The beast of rogue tech is ever-present, and vigilance is key. Set up regular check-ins, audits, and reviews to ensure that your tech stack remains lean and aligned with your goals. SaaS-quatches don’t stay gone for long. The MarTech wilderness is filled with hidden tech, and it’s time to make sure your stack isn’t haunted by "The Forgotten Platform" anymore. May your shadow stack be slayed and your budget be freed! Talk to us about our MarTech Audit service. Download our FREE whitepaper Discover our Services

Let’s start with a funeral. Attribution, once the crown jewel of marketing performance, has flatlined. It lived a good life - full of UTMs, tracking pixels, and multi-touch models that tried to please everyone and satisfied no one. But it's time to stop resuscitating it. RIP Attribution (2005–2025): You were never as accurate as we said you were. Because here’s the uncomfortable truth: in complex B2B buying journeys, attribution is becoming the marketing equivalent of astrology. Occasionally helpful, often vaguely correct, mostly a source of spirited debate and questionable tattoos. It’s time for a new paradigm: Orchestration. Where attribution is obsessed with credit, orchestration is obsessed with impact. Where attribution tries to retroactively explain the past, orchestration builds the future. Let’s break this down. With humor. With honesty. And with a better way forward. The problem with attribution (and why it needs to die) Attribution started with good intentions. Marketing needed a seat at the revenue table. Sales got the credit, finance got the trust, and marketing got... vibes. So we built systems to track how prospects engaged: clicks, form fills, ad impressions, webinar attendance. We poured that data into models like: First touch Last touch Linear Time decay W-shaped, U-shaped, Z-shaped, yoga-shaped... And we told ourselves: this is truth. This is ROI. This is the holy grail. But here’s what really happened: People lie to forms.  ("How did you hear about us?" = whatever they vaguely remember or feel like saying.) Buyers self-educate off-platform.  Podcasts, Slack channels, industry groups, analyst recommendations, peer DMs - none of which are captured by standard attribution. Dark social doesn’t show up in your CRM.  But it moves the needle, hard. Data gets lost, tools don’t talk, and everyone interprets it differently. It creates the wrong incentives.  Marketers start optimizing for what can be tracked, not what actually works. In short: attribution is like a funhouse mirror. You think you’re seeing yourself, but you end up with a big head, tiny legs, and a warped sense of reality. So what the hell is  Orchestration? Let’s switch metaphors. If attribution is about assigning credit after the fact, orchestration is about conducting the performance in real time. It’s a mindset and an operational approach. It’s about: Coordinating marketing and sales efforts across the funnel Designing experiences based on buyer behavior, not your internal org chart Using real-time signals to trigger the next best action Thinking in systems, not silos Measuring momentum , not just moments Great orchestration isn’t about asking, "Who do we credit for this deal?" It’s about asking, "How do we replicate this successful sequence at scale?" Attribution asks "who?" - Orchestration asks "how?" Attribution is built for ego. Orchestration is built for outcomes. Instead of fighting over whether the email, the webinar, or the LinkedIn ad gets the win, orchestration says: "Let’s map the full journey, learn what nudges moved the prospect forward, and build a repeatable playbook." Let’s be blunt: nobody buys a six-figure SaaS platform because of one blog post or an MQL score. B2B buying is a team sport. It’s long, political, and full of backchannel conversations. Trying to pinpoint a single "trigger" is not only foolish - it’s a distraction. Anatomy of great Orchestration Want to move from chaos to coordination? Here’s what orchestration actually  looks like in practice: 1. Journey-centric thinking You stop designing around your campaign calendar and start mapping the actual steps your buyers take. Then you build around their  process, not yours. 2. Signals over stages Forget rigid funnel stages. Focus on signals: repeat visits, asset downloads, job title changes, buying committee behavior, tech installs. These tell you who’s moving and when. 3. Next best action models Instead of throwing generic nurture streams at everyone, you use behaviour and context to trigger relevant steps: SDR call, targeted content, retargeting, direct mail, etc. 4. Cross-functional coordination Sales, marketing, and customer success operate off the same playbook. Tools are integrated. Messaging is aligned. Everyone knows what’s happening, and why. 5. Continuous optimization You don’t set it and forget it. You test sequences, measure progression, and double down on plays that work. The orchestration never stops. This isn’t just marketing automation with a facelift. It’s a smarter way of running revenue operations. Metrics that matter in Orchestration If you’re not using attribution as your north star, what do  you measure? Here’s the good stuff: Pipeline velocity : Are deals moving faster based on our plays? Conversion rates between key signals : From hand-raiser to opp, from opp to win. Influence by sequence : Did this orchestration increase account engagement or multithreaded activity? Time to engagement : How quickly are we moving from unknown to known, or from known to engaged? Buying committee penetration : Are we reaching more decision-makers per account? You’re not just measuring who clicked. You’re measuring momentum. The tech you need (and the tech you don’t) Orchestration doesn’t mean buying another 17 tools. It means: Integration : CRM, MAP, intent data, ABM platform - all singing from the same hymn sheet Real-time data processing : Not batch-and-blast. Think streaming signals. Playbooks : Documented sequences tied to personas and buying stages Trigger-based actions : Logic that kicks in when signals appear You don’t need to drown in martech. You need a few good systems that actually work together . Pro tip: If you’re spending more time configuring your platform than executing plays, you’ve missed the point. Objections (and why they’re wrong) "But our CFO wants attribution reports!" Sure, give them a version. Just don’t base your strategy on it. Attribution can be a great sanity check, but it shouldn’t be your GPS. "Isn’t orchestration just a buzzword?" If done poorly, yes. If done right, it’s a revenue engine. Execution is what separates hype from impact. "This sounds complicated." It doesn’t have to be. Start small. Pick one journey, one persona, one play. Learn. Scale. Rinse and repeat. "Can’t we just use ChatGPT for this?" AI can help. But orchestration still needs strategy, context, and human judgment. Think of it as your copilot, not your pilot. The new mandate for CMOs Here’s the harsh truth: if you’re still showing up to the board with just attribution models and MQL dashboards, you’re playing last decade’s game. Modern CMOs are being asked to: Influence pipeline, not just impressions Drive alignment across GTM functions Build revenue operations that scale You can’t do that with attribution alone. You can do it with orchestration steering the strategy. Because the board doesn’t care who gets credit. They care what’s working, what’s repeatable, and what’s next. Final thoughts: Let attribution die in peace Let's be serious for a moment - we’re not saying throw out all your data immediately or stop utilising your existing attribution model straight away. We’re saying get smarter about how you use it. Obsessing over attribution is like arguing about who should’ve been MVP while the trophy gets stolen. Orchestration is about winning the game. So raise a glass to attribution. Thank it for its service. Then quietly and slowly show it the door. Because the future of B2B marketing isn’t about who gets the credit. It’s about building systems that drive actual, scalable revenue outcomes . Attribution is dead. Long live Orchestration. Need help building Orchestration that actually works? That’s what we do. We help B2B Marketing Operations move from fragmented chaos to coordinated revenue-generating machines. If you're ready to stop arguing about leads and start driving pipeline, let's talk . Discover our Services Download our FREE whitepaper

Let’s cut through the fluff: most boardrooms don’t get marketing. They nod politely at the charts, chuckle at the brand videos, and then swivel in their seats to drill into sales numbers. And the CMO? Often stuck playing defense, explaining why brand equity matters more than this quarter’s MQL dip. But that dynamic is shifting. The unsung hero making it happen? Marketing Operations. Or as we like to call it: the CMO’s secret weapon. This isn’t just another back-office function. It’s the engine room, the strategy enabler, the difference between marketing being seen as a cost center or a growth catalyst. If you're a CMO and you don't have an incredible Marketing Ops function by your side, you’re flying blind. Why Marketing Operations is finally having its moment Marketing Ops (MOPs) used to be the people who made sure your emails didn’t bounce and your campaign data made it into Salesforce. Necessary? Absolutely. Glamorous? Not so much. Today, it's a different game. With the explosion of martech tools, the complexity of buying journeys, and the need for accountability at every turn, MOPs has evolved into a strategic powerhouse. It's the function that: Ensures data integrity across the funnel Builds scalable campaign architectures Implements tech stacks that actually work  together Surfaces insights that drive real decisions Enables agility, personalization, and speed to market Put simply: they make marketing work. And more importantly, they make marketing provable . The boardroom problem: perception vs. reality CMOs often struggle with one fatal perception in the boardroom: that marketing is fluffy. You can talk brand value, customer experience, and long-term positioning all day long, but if the CFO doesn’t see a direct line to revenue, you’re going to get side-eyed. This is where Marketing Ops changes the game. Imagine this: instead of wading through subjective campaign results, you're presenting: Attribution data that shows marketing’s influence on pipeline CAC/LTV ratios with breakdowns by segment Campaign velocity metrics tied to sales cycles Real-time dashboards that speak the board’s language: efficiency, growth, ROI Now you're not just the creative lead. You're a performance executive. Thanks, MOPs. The real power play: MOPs as strategic enabler The smartest CMOs know how to use Marketing Ops not just for reporting, but for direction-setting. A great MOPs team can help: Prioritize initiatives based on impact, not politics. With clear data, you can kill underperforming campaigns, double down on winners, and say "no" with confidence. Create operational agility. Whether it's spinning up a new ABM motion or piloting a new channel, ops is the engine that makes it possible without breaking the machine. Make experimentation scaleable. It’s one thing to test; it’s another to test fast, track cleanly, and iterate based on data. MOPs makes the scientific method sexy. Integrate sales and marketing in meaningful ways. From lead routing to SLAs to revenue dashboards, marketing ops is the bridge that aligns go-to-market functions. Traits of an incredible Marketing Ops team Let’s be clear: not all MOPs teams are created equal. If you want yours to be a weapon, not a wrench in the gears, it needs to be built right. Here’s what that looks like: Strategic thinkers, not just button-pushers : They understand business goals and align ops accordingly. Data fluency : Not just pulling reports, but understanding what the data means and how to act on it. Tech-savvy, not tool-drunk : They know when to add a tool, when to kill one, and how to make the whole stack sing. Cross-functional cred : Trusted by marketing, sales, finance, and IT. Process engineers : Able to see workflows holistically and optimize them over time. And yes, they still make sure your campaigns go out on time. But that’s table stakes. Building the dream team CMOs need to treat Marketing Ops hiring as critical, not optional. That means: Paying market (or above-market) rates for top talent Giving ops a seat at the leadership table Encouraging collaboration with sales/rev ops Investing in professional development You wouldn’t underfund your growth team. Don’t shortchange the function that enables  growth. Metrics that matter in the boardroom To really weaponize MOPs, you need to shift your metrics mindset. Move beyond: Email open rates (yawn) MQL volume (alone, this is meaningless) CTRs (cool, but so what?) And lean into: Marketing-sourced pipeline and revenue Campaign ROI by segment Sales cycle length by lead source Customer acquisition cost (CAC) Lead-to-opportunity conversion rates Engagement scoring across accounts Even better? Deliver these in clean, visual dashboards that make it idiot-proof for execs to connect the dots. Aligning MOPs with RevOps Another power move: get Marketing Ops playing nice with Revenue Operations. If these functions operate in silos, expect friction. But when they align, magic happens: Unified reporting Shared goals (hello, pipeline growth) Smarter lead management Less finger-pointing, more collaboration The org structure may vary (some combine MOPs and RevOps), but the mindset should always be integrated. The AI-powered future of MOPs Looking ahead, Marketing Ops isn’t just about dashboards and workflows. It’s becoming the home of automation and intelligence. Your next-gen MOPs team will: Deploy AI to score leads and prioritize follow-up Use predictive analytics to guide campaign planning Leverage chatbots and virtual assistants for ops support Build dynamic, intent-driven nurture paths Surface insights before the CMO even asks In short: less manual wrangling, more strategic firepower. Final thoughts: be the CMO with swagger CMOs have enough battles to fight. Don’t go into the boardroom armed only with branding decks and hopeful charts. Bring the receipts. Bring the strategy. Bring the badass Marketing Ops team that turns creative vision into commercial reality. Because the real secret to gaining respect in the boardroom isn’t louder talking points. It’s showing up with the function that can prove, pivot, and perform. So yeah, MOPs might not have the sex appeal of a brand refresh. But when the boardroom heat is on, they’re the coolest asset you’ve got. Need help building or upgrading your Marketing Ops function? That’s where we come in. We can help B2B CMOs design high-performance Marketing Operations functions that deliver clarity, control, and revenue results. Get in touch – let’s make your ops team the envy of the boardroom. Discover our Services

Salesforce has sponsored and released a massive, 45-page guide to marketing automation platforms, called (fittingly enough) B2B Marketing Automation Platforms: A Marketer’s Guide , describing: The capabilities B2B marketers need in a MAP, and How B2B marketers can select and implement a MAP that’s right for their needs. In this post, we’ll explore how to select and implement the right MAP for you. We also recommend that you watch Sojourn’s recent Marketing Automation Comparison webinar , so you can see what specific features and functionalities multiple MAP vendors offer. Selecting and implementing a MAP: 7 steps to success Here’s a 7-step plan for finding and implementing the best MAP for you, the one that best meets your strategic needs and delivers marketing ROI: 1. “Map out” what you need in a MAP.  Don’t simply run out and buy the first MAP you see. You need to take stock first, beginning with a deep understanding of your strategic goals as a B2B marketing organization as well as the existing martech tools, processes, and people/team you’re deploying to meet those goals. Too many organizations forget to assess the skill sets and capabilities their people/team will need to adopt and work with a MAP. When they purchase a great MAP, their people don’t utilize its full value – making a great MAP “less than great.” The guide explains this self-assessment process well: “Understanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements, are critical information when deciding about a MAP.” This self-assessment will tell you exactly what features, functions, and training support you need in a MAP, so you can begin looking for what you need to achieve your goals. This step will also inform all the other steps below. 2. Know how MAP pricing and purchasing works.  MAP vendors typically offer PaaS/SaaS-based pricing, meaning the platform and software are licensed by the customer and hosted by the vendor. Your actual pricing will generally be based on the number of contacts in your marketing database, the number of email marketing messages you send each month, and/or the number of internal users you have (and instances you need).  You should also consider your training needs and related costs. Pro tip: Many MAP providers will ask you to sign an annual contract (some offer monthly pricing). If you’re willing to offer the MAP vendor a longer-term commitment, you can request a discount for doing so. 3. Know the importance of integration.  A MAP may be amazing in isolation, but if it doesn’t integrate well with the rest of your stack, especially your CRM, then you won’t be able to optimize its value and achieve your marketing/strategic goals.  Since you’ve already conducted a full self-assessment of your stack in step #1 above, you should be ready “to ask [any] marketing automation vendor about integration,” says the guide. “Many vendors offer app marketplaces, which provide faster access to the participating systems. Virtually all marketing automation vendors offer APIs, but they may be an add-on to the price of the platform.”  4. Know how you’ll measure MAP success.  This step ties directly into step #1 above. Knowing why you’re selecting a MAP will help you measure the ongoing effectiveness and success of your chosen MAP. If your goal is to increase conversions, for instance, you’ll need to establish a pre-MAP baseline to know what your conversion rate was before implementing your MAP in order to effectively measure any post-MAP impact.  The guide offers another example: “If [your goal is] to improve email efficiency, be prepared with [pre-MAP] metrics on open rates, clicks, etc. It’s also wise to measure the depth and breadth of [your MAP] platform usage. Many marketers only use basic email capabilities, which can end up being a costly investment” that goes to waste. Again, training your people in using your new MAP and all its functionality becomes very important for driving utilization/usage, as well as MAP ROI. 5. Prepare your RFP and send it out to MAP vendors.  Your RFP or “request for proposals” describes your exact needs for a MAP, listing the core capabilities/functionalities you require as well as some “like-to-haves” such as (maybe) predictive analytics or a native CRM integration. Once your RFP is drafted, create a list of MAP vendors that you believe have the capacity to meet at least your core requirements. Send these vendors your RFP with a deadline to respond with relevant information. 6. Winnow down your vendor shortlist, set up demos.  When the vendor responses to your RFP come back, you’ll need to begin by eliminating vendors who don’t meet your basic/core requirements. From there, you can begin ranking the remaining RFP responses from best to worst, perhaps defining a shortlist of 4-7 vendors to engage with at a deeper level. Request further information from these shortlisted vendors and start to differentiate them on functionality, price, service, and other factors. Request a demo from these vendors, start asking detailed, relevant questions, and open up a preliminary negotiating process with your preferred 2-3 vendors. 7. Select a MAP vendor and begin implementation.  As part of step #6, you should already know how each vendor plans to work with you to implement your new MAP. Make a final decision on your preferred vendor and begin creating an implementation plan together, defining an SLA (or “service level agreement”) that sets expectations and consequences for both you and your chosen MAP provider.  You should also consider bringing in outside expertise in the form of an implementation partner (like Sojourn) to facilitate time-to-value for your MAP. An experienced implementation partner can help prepare your data, other martech tools, and your people for optimizing your MAP utilization. Watch Sojourn’s latest  Marketing Automation Comparison webinar , and reach out  to us if you could use some help selecting, implementing or optimizing your MAP.

Sustainability isn’t just a buzzword anymore - it’s becoming a core pillar of how businesses operate. In the B2B world, where long sales cycles, complex supply chains, and corporate responsibility are under more scrutiny than ever, sustainable marketing is moving from a “nice-to-have” to a business imperative . But let’s be honest - many companies still think of sustainability as a B2C concern, something that applies more to fashion brands and organic food companies than to software providers or manufacturing firms. That mindset is outdated. B2B buyers are demanding more than just cost-effective solutions - they want to work with companies that align with their values, reduce their environmental impact, and contribute to a greener economy. Sustainable marketing is no longer just about reputation; it’s about resilience, revenue, and long-term success. What is sustainable marketing in B2B? Sustainable marketing in B2B isn’t just about slapping a “green” label on your brand or cutting back on paper usage. It’s a holistic approach that involves: Reducing waste in marketing materials, campaigns, and events Optimizing digital footprints to lower carbon emissions from online activities Ethical sourcing of materials and vendors Transparent communication about sustainability efforts Aligning with partners who share sustainability values It’s about embedding sustainability into your brand story, customer engagement, and business strategy - not just using it as a marketing tactic. Why sustainability matters in B2B marketing 1. B2B buyers expect it Sustainability has become a key decision-making factor for buyers. According to a recent study, over 80% of B2B decision-makers prefer to buy from companies with a clear sustainability strategy . Businesses are under increasing pressure to meet ESG (Environmental, Social, and Governance) goals, and that means choosing vendors who align with their values. 2. It’s a competitive differentiator In crowded markets, differentiation is everything. If your company can showcase genuine  sustainability efforts—whether that’s through carbon-neutral operations, ethical sourcing, or waste-reducing initiatives—you stand out. It builds trust, credibility, and positions your brand as forward-thinking. 3. Cost savings and efficiency gains Sustainability often leads to leaner, more cost-effective  Marketing Operations. Digital-first strategies, optimized ad campaigns, and reduced print materials don’t just lower carbon footprints—they cut costs. And with energy prices and resource costs rising, sustainable choices are also smart financial decisions. 4. Regulatory compliance and risk reduction Governments and industry bodies are increasingly implementing sustainability regulations. Companies that take a proactive approach to sustainable marketing will be ahead of compliance requirements, avoiding fines, PR disasters, and supply chain disruptions. How to implement sustainable marketing in B2B 1. Stick to digital-first - but optimize Sticking with digital marketing  is a no-brainer, but even digital has a carbon footprint. Data centers, streaming content, and email marketing all consume energy. Sustainable B2B marketers can: Optimize email campaigns to reduce unnecessary sends Use eco-friendly hosting providers Compress images and files to lower website energy consumption Choose carbon-neutral advertising networks 2. Make events more sustainable B2B trade shows, conferences, and networking events generate massive amounts of waste. Sustainable marketing means: Reducing printed materials and using digital brochures Choosing sustainable venues  with eco-friendly policies Offsetting carbon emissions for travel Encouraging virtual or hybrid attendance where possible 3. Re-evaluate your supply chain and partners If your marketing relies on third-party vendors (printers, ad agencies, influencers, software providers), evaluate their sustainability credentials. Work with eco-conscious suppliers and platforms that align with your company’s green goals. 4. Be transparent and authentic Greenwashing - exaggerating or falsely claiming sustainability efforts - is a major risk. Buyers and regulators are becoming more skeptical, so avoid vague claims like “eco-friendly” or “green solutions” without backing them up. Instead: Publish impact reports detailing your sustainability efforts Use concrete data to support environmental claims Share case studies of how your company has reduced waste, emissions, or inefficiencies 5. Align sustainability with your brand story B2B brands that integrate sustainability into their core messaging build stronger connections with customers. Showcase your commitment to responsible business practices  in your content marketing, thought leadership, and social media strategies. 6. Leverage LinkedIn for sustainable thought leadership LinkedIn is a powerful platform for positioning your brand as a sustainability leader. Share: Original research on sustainability trends in your industry Success stories about reducing environmental impact Insights on how sustainability improves B2B business performance Collaborative initiatives with sustainable partners The future of sustainable B2B marketing Sustainability in B2B marketing isn’t a fleeting trend - it’s the new standard. As industries shift toward more responsible practices, the businesses that adapt now  will be the ones that thrive. By embracing sustainable marketing, B2B companies don’t just help the planet - they build stronger brands, attract values-driven clients, and future-proof their business. So, the question is: Is your B2B marketing strategy truly sustainable? 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Account-Based Marketing (ABM) is all about precision - targeting the right people at the right companies with the right messages. But here’s the challenge: how do you ensure your message actually reaches those decision-makers in a way that resonates? Enter social media, specifically LinkedIn, the ultimate B2B networking hub. Gone are the days when ABM was just about personalized email sequences and direct mailers. Today, decision-makers are researching, networking, and engaging on LinkedIn long before they ever talk to a sales rep. If you’re not meeting them there, you’re missing a massive opportunity to influence the buying journey. This article dives into how ABM and LinkedIn go hand-in-hand, and how you can leverage social media to strengthen your intent-based targeting, engage high-value accounts, and drive meaningful relationships with key decision-makers. Why LinkedIn is the perfect platform for ABM ABM is all about building meaningful connections with a highly specific audience, and LinkedIn is where those connections happen. Here’s why LinkedIn is an ABM powerhouse: Laser-focused targeting:  LinkedIn allows you to segment audiences based on job title, industry, company size, and even specific accounts. Account-level engagement:  Unlike traditional demand generation, ABM requires a tailored approach for each target account, and LinkedIn makes it easy to interact with key stakeholders through content, InMails, and networking. High-intent interactions:  Decision-makers are actively looking for solutions, insights, and networking opportunities on LinkedIn, making them more receptive to targeted engagement. Data-driven approach:  LinkedIn’s analytics provide real-time insights on which accounts are engaging, what content is resonating, and where you need to double down. Step 1: Connecting ABM intent lists to LinkedIn The key to making ABM work on social media is integrating your intent data with LinkedIn’s targeting capabilities. Here’s how: 1. Build and refine your ABM intent lists Your intent list is the foundation of your ABM strategy. These are high-value accounts that are actively researching solutions like yours. Intent signals can come from: Website visits Engagement with your content (eBooks, webinars, whitepapers) CRM insights from sales conversations Or ideally use intent data providers like Demandbase or 6sense which measure all these signals within their platform. Once you’ve compiled your list of accounts showing strong buying signals, it’s time to move to LinkedIn. 2. Integrate your intent list to LinkedIn Matched Audiences LinkedIn allows you to upload or integrate a list of company names or individual contacts, creating a highly targeted audience for your ABM campaigns. Go to LinkedIn Campaign Manager Select Matched Audiences Upload or import your list of target accounts or contacts (through live integration if using Demandbase) LinkedIn will match these to their platform data, enabling precise ad targeting This ensures your content and messaging reach the exact companies and decision-makers who are actively searching for solutions like yours. Step 2: Engaging high-value accounts on LinkedIn Once your intent-based audience is set up, the next step is strategic engagement. The goal isn’t just to bombard them with ads but to foster meaningful interactions. 1. Personalized LinkedIn ad campaigns Now that your target accounts are in LinkedIn’s system, it’s time to serve them the right content. Consider these LinkedIn ad formats for ABM: Sponsored Content:  Promote high-value content (reports, case studies, thought leadership) directly into your target audience’s feed. Sponsored InMail (now called Message Ads):  Send personalized messages directly to decision-makers at your target accounts. Conversation Ads:  Interactive messages that guide prospects through a personalized journey based on their responses. Dynamic Ads:  Use LinkedIn’s auto-personalization features to include names and job titles in your ads. The key here is personalization - ABM is not about mass outreach but tailored messaging that feels relevant to each account. 2. Engage organically through content and thought leadership Paid advertising is just one piece of the puzzle. To build long-term relationships, your brand needs to be seen as an industry leader. Here’s how: Encourage your sales team to connect with key decision-makers  and engage with their content. Post high-value content on your company page  that speaks directly to your ABM target accounts’ pain points. Comment on posts from key stakeholders  at your target accounts to get on their radar. Use LinkedIn Live and webinars  to foster direct engagement with your ideal customers. ABM is about quality over quantity. The more relevant your content is to your target accounts, the more likely they are to engage. Step 3: Nurturing relationships with a multi-touch approach One interaction on LinkedIn isn’t enough to drive a sale. ABM requires a multi-touch strategy that keeps your brand top-of-mind throughout the buying journey. 1. Combine LinkedIn with email and sales outreach For maximum impact, align your LinkedIn efforts with your email and sales outreach: Run LinkedIn ads alongside email sequences  so prospects see your content before opening a sales email. Have sales reps send personalized LinkedIn connection requests  after a prospect engages with an ad. Use LinkedIn Sales Navigator  to track account activity and tailor outreach accordingly. The key here is consistency - when your target accounts see your brand across multiple touchpoints, they’re more likely to engage. 2. Retarget engaged accounts with deeper content Once a prospect from your ABM list engages with your content, move them down the funnel: Serve retargeting ads  with more detailed case studies or product demos. Invite engaged decision-makers to a webinar  featuring a topic relevant to their business. Follow up with a personal LinkedIn message  to continue the conversation. Measuring success: Key ABM metrics on LinkedIn ABM success isn’t measured by vanity metrics like impressions - it’s about account engagement and pipeline impact. Here’s what to track: Account engagement rate:  How many target accounts are interacting with your LinkedIn content? Pipeline acceleration:  Are engaged accounts moving through the sales funnel faster? Influenced revenue:  How much revenue is being driven by LinkedIn engagement with ABM accounts? Connection growth:  Are key decision-makers accepting connection requests and interacting with your team? By focusing on these metrics, you’ll get a clearer picture of how LinkedIn is contributing to your ABM strategy. Final thoughts ABM and LinkedIn are a match made in B2B marketing heaven. When used strategically, LinkedIn becomes more than just a social platform - it’s a direct line to the high-value accounts you want to win. By connecting your intent lists, running personalized ad campaigns, engaging organically, and nurturing relationships with a multi-touch approach, you can build real connections that drive revenue. ABM isn’t just about sending the right email - it’s about being present where your buyers already are. And in the B2B world, there is no better place than LinkedIn. So, is your ABM strategy making the most of it? If not, now’s the time to change that. Discover our Services Download our FREE whitepaper

Account-Based Marketing (ABM) is supposed to be a game-changer. It promises laser-focused targeting, hyper-personalized engagement, and a direct path to revenue growth. And yet, many B2B organizations struggle to get it right. While sales and marketing misalignment is often cited as the biggest ABM roadblock, there’s another silent killer lurking in the background: Poor data quality and integration. You can have the best strategy, the most skilled team, and the strongest tech stack - but if your data is a mess, ABM success will always be out of reach. Let’s dive into why bad data and disconnected systems are such a massive issue and how you can fix it before your ABM efforts grind to a halt. Why data quality and integration matter for ABM ABM isn’t just another marketing campaign - it’s a data-driven strategy that thrives on precision. Unlike traditional lead-based marketing, where you cast a wide net and hope for the best, ABM requires you to identify and engage a specific set of high-value accounts with tailored messaging. That level of precision is impossible if your data is unreliable, incomplete, or scattered across disconnected platforms. Here’s why good data is the backbone of a successful ABM strategy: Accurate targeting:  You need high-quality data to correctly identify your ideal accounts and key decision-makers within them. Personalization at scale:  Your messaging and content should be based on real insights, not guesswork. Effective measurement:  Without clean, integrated data, proving ABM’s impact on pipeline and revenue is nearly impossible. Better sales and marketing alignment:  A single source of truth ensures both teams are working from the same playbook. When data quality and integration break down, all of these critical ABM functions suffer. The biggest problems caused by poor data quality in ABM 1. Targeting the wrong accounts and contacts ABM is only as strong as your ability to reach the right people. But if your CRM and marketing database are filled with outdated, incomplete, or incorrect information, you’ll end up wasting time and resources on accounts that don’t fit your ideal customer profile (ICP). Common data quality issues that ruin targeting: Duplicate records:  Multiple entries for the same account or contact create confusion and wasted effort. Outdated information:  Contacts who have changed jobs or companies but are still in your database. Missing key details:  A list of account names isn’t enough - you need job titles, pain points, buying signals, and engagement history. Inaccurate firmographics:  If your ICP is enterprise companies in fintech, but your data includes small manufacturers, you’re in trouble. 2. Weak personalization and engagement ABM relies on delivering the right message to the right person at the right time. Poor data makes this nearly impossible. Generic messaging:  If you don’t have clean, complete data on each account, your outreach will be broad and ineffective. Misalignment with pain points:  If your data doesn’t capture relevant intent signals, you’ll miss opportunities to address real challenges. Confused sales interactions:  When reps don’t have a full view of previous marketing interactions, they lose credibility with prospects. Without high-quality data, your content and outreach feel like generic spam rather than the highly relevant, insight-driven engagement that ABM requires. 3. Attribution and Measurement Nightmares One of the biggest benefits of ABM is its ability to tie marketing efforts directly to revenue. But if your data is messy, proving ABM’s impact is nearly impossible. Leads and accounts don’t match:  Sales might close a deal with a key account, but if marketing can’t properly track that account’s journey, attribution falls apart. Disconnected systems:  If your CRM, marketing automation platform, and analytics tools don’t communicate, you’ll struggle to track key ABM metrics. No clear ROI visibility:  When data isn’t clean, leadership may see ABM as a “nice-to-have” rather than a revenue driver, putting future investment at risk. 4. Sales and Marketing Misalignment Poor data doesn’t just hurt marketing - it creates massive friction with sales. Sales doesn’t trust marketing’s leads:  If reps find that contact details are wrong or engagement history is missing, they’ll ignore marketing-sourced accounts. Wasted time on bad-fit accounts:  Sales teams don’t want to chase dead ends. If marketing’s data is unreliable, reps will focus on their own accounts instead. Disjointed handoffs:  If marketing and sales teams aren’t working from a single, integrated dataset, the handoff process becomes chaotic and inefficient. How poor system integration wreaks havoc on ABM Even if your data is high quality, it won’t do much good if it’s scattered across multiple platforms that don’t communicate. ABM requires a seamless flow of information between sales and marketing tools, but many organizations still struggle with: CRM and marketing automation disconnects  – If sales and marketing aren’t looking at the same real-time data, collaboration breaks down. Lack of intent data integration  – Intent signals from platforms like Bombora, G2, or LinkedIn need to be incorporated into your ABM workflows. Siloed reporting  – If marketing and sales teams can’t pull reports from a shared data source, measuring ABM effectiveness becomes a guessing game. Multiple versions of the truth  – When different teams have different datasets, confusion reigns. Without proper integration, your ABM strategy becomes fragmented and inefficient. How to fix your ABM data issues The good news? These problems are fixable. Here’s how to clean up your data and integrate your tech stack to maximize ABM success: 1. Conduct a data audit Before improving your data, you need to understand what’s wrong. Identify duplicates and outdated records. Check for missing fields (e.g., job titles, industry, buying signals). Validate email addresses and phone numbers. 2. Implement data hygiene best practices Regular data cleaning  – Set a schedule to update and de-dupe records. Use enrichment tools  – Platforms like Clearbit, ZoomInfo, or Demandbase can fill in missing data. Standardize data entry  – Ensure all teams follow the same formatting rules to prevent inconsistencies. 3. Integrate your tech stack Connect CRM and marketing automation  – Ensure Salesforce, HubSpot, Marketo, and other tools sync properly. Centralize intent data  – Make sure third-party insights flow into your CRM. Use a Customer Data Platform (CDP)  – If your data is spread across too many sources, a CDP can unify it. 4. Align Sales and Marketing Around a Single Data Source Agree on a shared ideal customer profile (ICP)  and data criteria. Ensure both teams have access to real-time account engagement data . Use ABM dashboards  to track progress together. Final thoughts ABM is a high-precision strategy that can drive massive results - but only if your data is clean, connected, and reliable. Poor data quality and system integration aren’t just minor annoyances; they’re deal-breakers  that will cripple your ABM efforts before they even get off the ground. The fix isn’t flashy, but it’s necessary: clean up your data, integrate your tools, and align sales and marketing around a single source of truth. Do that, and your ABM strategy will finally have the foundation it needs to deliver real, measurable success. 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At Sojourn Solutions, we’re thrilled to congratulate Nicky Clarke, Head of Marketing Operations at Virgin Media O2 (VMO2) Business , on her recent Bronze award for B2B Marketer of the Year at the B2B Marketing Awards 2024 . This is a testament to Nicky’s leadership, adaptability, and strategic vision-qualities that have driven success in the face of enormous change. Since the Virgin Media and O2 joint venture in 2021, VMO2 has merged two iconic UK brands, creating a telecommunications powerhouse in mobile and broadband services. This merger required not only a united brand identity but also a streamlined marketing operations strategy. Nicky Clarke has been at the forefront of this transformation, leading a newly merged Marketing Operations team and managing an extensive consolidation of MarTech platforms, processes and workflows. Throughout, Nicky has proven herself a steady, inspiring leader, bringing her team’s capabilities to new heights despite resource and budget challenges. A 25-Year Journey of Dedication and Growth Nicky’s journey with the company spans 25 years, starting in 1998 with O2 in a project management role within customer service. Over the years, she steadily rose through the ranks, moving into Marketing Operations in 2011, and later, in 2021, becoming the Senior Marketing Ops Programme Manager as the VMO2 joint venture was announced. Now leading VMO2’s Marketing Operations, Nicky is known for nurturing her team and pushing for excellence in everything from MQL strategies to CRM integrations. Her day-to-day responsibilities include overseeing VMO2’s marketing automation platforms, driving MQL performance, and ensuring smooth integrations across CRM, CDP, the digital landscape and data systems. She keeps her team at the cutting edge of marketing operations, embracing the latest technology, including AI-driven solutions, to continuously enhance VMO2’s marketing efforts. Recent Milestones and Achievements In the last 24 months, Nicky has spearheaded a series of transformational changes. Under her guidance, VMO2 has consolidated and relaunched its MarTech stack, a process that included migrating everyone to their existing Oracle Eloqua instance, saving £31,000 annually. Altogether, her efforts have saved VMO2 over £150,000 in MarTech consolidation costs alone. She’s also automated over 20 previously manual data processes, saving 208 days of resource time and an additional £15,000. One of Nicky’s notable accomplishments was reducing lead-to-sales time by moving from a bi-weekly update process to a 15-minute automated program through Eloqua and Salesforce. This shift has significantly enhanced VMO2’s responsiveness, allowing the team to engage with prospects at precisely the right moments, strengthening the sales pipeline and positively impacting revenue. A Collaborative and Compassionate Leader Nicky’s impact extends beyond numbers - she fosters strong relationships within her team and across departments. She presents quarterly business reviews to highlight her team’s initiatives, providing transparency, driving engagement and reinforcing Marketing Operations’ value to the wider business. Her unwavering focus on her team’s well-being and professional growth has been especially vital during times of major organisational change. Testimonials Reflect Nicky’s Leadership Excellence Nicky’s colleagues describe her as a nurturing, grounded leader who inspires her team to succeed. Jeeten Mistry, Marketing Operations Manager, praised Nicky’s goal-setting skills and approachability: “ Her understanding of people’s needs is outstanding, so much so that everyone in the Ops team feels comfortable giving their input during challenging times. ” From her long-time collaborator Rebecca Le Grange, Managing Partner at Sojourn Solutions, Nicky has earned high praise for her deep technical knowledge and integrity: “ Nicky possesses deep knowledge of her team’s intricacies, including data utilisation and processes down to the individual field level. Her integrity shines through in the strong relationships she’s fostered internally and externally, earning her respect across the board. ” A Well-Deserved Win Nicky Clarke’s Bronze Award for B2B Marketer of the Year reflects her unwavering dedication, innovation, and leadership in one of the UK’s largest marketing transformations. Her success underscores the vital role that Marketing Operations plays in shaping and scaling complex, high-performing marketing ecosystems. For more than nine years, Sojourn Solutions has proudly partnered with VMO2, standing by their side through the many phases of transformation, growth, and change. From navigating the complexities of the Virgin Media and O2 joint venture, to adapting through organisational shifts and evolving market demands, Sojourn has provided steady support and expertise. Together, we have developed and implemented strategies to strengthen VMO2’s Marketing Operations, helping them maximise their MarTech investments, streamline processes, and empower their teams to achieve excellence. Congratulations, Nicky, from all of us at Sojourn Solutions. We’re proud to be your partner in this remarkable journey, and we look forward to many more milestones together!

By Chuck Leddy, B2B Brand Storyteller, and Charlotte Currie, Global Head of Customer Success at Sojourn Solutions Sojourn Solutions collaborates not only with our customers and their Marketing Operations teams to unlock business value, but we also work closely with leading martech vendors to enhance that value even further. Our team of experienced consultants, whom we proudly call Sojourners, bring deep expertise to every engagement. While we may not claim to have all the answers, our strong partnerships and continuous learning ensure we deliver the best possible outcomes for our customers .  When and who we partner with largely depends upon the specific needs of our customers, in terms of the use cases and needs they have, as well as on the capabilities of the martech vendors we partner with. “We collaborate with our partners to help our customers,” says Kristin Connell,  Global Head of Strategy & Innovation at Sojourn Solutions.   “We partner with Instant Marketing   because they help address and solve some important Eloqua use cases our customers have that Eloqua doesn’t support 'out-of-the-box.' IM has, for example, helped our customers save on licensing fees for other systems used for one-off edge cases. They've also help our customers deliver more personalized and timely engagement through Eloqua, with SMS for example. These benefit - saving money, improving customer experience, and driving more measurable business value - are top reasons why we've invested in our partnership ecosystem with companies like IM." Why We Partner: To Help Customers When our customers need help, they call on us. When we need help, we call on our partner ecosystem to bring in specialized martech or expertise. One of these partners is UK-based Instant Marketing  (IM, hereafter), a technology vendor that offers “instant extensions” for Oracle Eloqua, enabling Eloqua users to easily customize Eloqua features to support their campaigns.  Eloqua users can  decide to build new features and IM can instantly build them for the user. If a customer's Eloqua and/or MOPs team already has JavaScript skills, IM can support them with training, support and consultancy . We partner with Instant Marketing because they allow our MOPs customers to easily customize and build Eloqua apps and extensions that create business value. For example, IM allows Eloqua users to leverage things like: Direct Mail App & Web Push  Personalized Content and Emails Create Custom Apps Directly within Eloqua The synergy between Sojourn Solutions and Instant Marketing is simple. Sojourn is brought in to help MOPs teams work more efficiently, and Instant Marketing helps Eloqua users and MOPs teams by extending Eloqua and building customized solutions that drive business value.  “We tend to work best with people who are experts in the Eloqua space,” says Sam Smith, Director of Instant Marketing. “For example, Sojourn’s team is wonderful at high-level, strategic, and hands-on implementation. But there's only so far that they can go, because there's only so far that Eloqua can go “out-of-the-box.” So Sojourn might handle 75% of their customer's implementation and then they'll reach out and tag us in when it comes to delivering new capabilities that might need custom development.” Partnership in Action Let’s look at specific examples of partnership creating value for our customers. Instant Marketing provides a product called Advanced Email for Eloqua  that enables users to send personalized email messages from personal accounts while including cc, bcc, and attachments, all direct from the Eloqua canvas. When Sojourn worked with Citeline - the world’s leading provider of business intelligence in the pharmaceutical and medtech industry - the customer needed to quickly migrate its Salesforce Marketing Cloud to Eloqua. Citeline generated subscriber revenue by sending highly-customized emails to medical professionals looking for the latest trends and news within the fast-evolving pharmaceutical industry. Citeline, working with Sojourn, had to rapidly sunset its SFMC license and migrate to a single instance of Eloqua, migrating all its data, assets, configurations, processes, etc. to the new Eloqua instance. With new tech being implemented across the Citeline corporate structure (in the middle of a restructuring) and across Citeline’s customer journey, the pressure to maintain the quality and continuity of Citeline’s “Insights Email product” (and the business revenues associated with this flagship product) was enormous.  We knew Instant Marketing could help, so we brought them in. The Challenge  Citeline’s complex and highly-scripted email campaigns needed to run without disruption to either customers/subscribers or business revenues. Removing SFMC from the equation required replacing workflows and processes, and connecting a new App, i.e., Instant Marketing’s Advanced Email for Eloqua, that would allow Citeline to customize high-quality emails at scale. The Sojourn-Citeline project team collaborated with a development agency to ensure Salesforce Marketing Cloud emails could be created and run within the new Eloqua instance using RSS-type functionality, which would be delivered through IM’s Advanced Email for Eloqua. Project Success  The partnership worked: the use of IM’s Advanced Email for Eloqua was central to the success of the Eloqua migration project, and it delivered the following results for Citeline: 1. A single instance of Eloqua, with the ability to customize emails as enabled by Instant Marketing, was successfully put in place less than 6 months after the March project kick-off and well within Citeline’s desired timeline. 2. Significant costs (associated with licenses and development needs) related to continuing with the legacy SFMC platform were avoided, including an 88% savings on licensing-related costs, as SFMC was sunset and the new customized Eloqua solution (with Advanced Email for Eloqua) was brought online. 3. Existing SFMC data, journeys and campaigns were successfully migrated and running 'as is’ in Eloqua using IM’s Advanced Email for Eloqua, including 1.6 million emails per month with up to 20 pieces of content each (dynamic content where each recipient can receive different news articles direct from the website).  4. Because of the low code and no code nature of the Instant Marketing solution, software complexity was reduced and Citeline no longer needed a dedicated developer. Marketers saved about half of their time and were able to manage the work with user-friendly functions such as “drag-and-drop.” Again, the convenience of having an Eloqua email customization at scale made possible by Instant Marketing and their Advanced Email for Eloqua helped with the speed and effectiveness of the solution. Because Sojourn already had an existing relationship with Instant Marketing, it knew precisely what business value IM could bring to the table for the benefit of Citeline.  Other Customer Use Cases for IM Sojourn and Instant Marketing have partnered to help other customers as well: A telecommunications customer of Sojourn is considering using Instant Marketing plug-ins to support omni-channel communication with their customers, including the use of SMS/text messaging with customers from Eloqua.  That same telecomm customer is considering using the Instant Messaging API to send out service communications based on billings and product data, without having to bring the data into Eloqua. Again, IM is supporting convenience and expanding customer capabilities within Eloqua. A healthcare customer of Sojourn is considering leveraging Instant Marketing’s SMS plug-in to increase communication and attendance at their live events. As these customer use cases show, our partnerships are ultimately about doing whatever it takes to help customers succeed. Learn more about how Sojourn Solutions and its vendor partnerships can help improve your Marketing Operations . Feel free to reach out  to us today.

Editor's Note: Steve McConnell is a Marketing Automation Consultant at Sojourn Solutions with seven years of Eloqua experience. He has 10 years of Marketing experience specializing in Marketing Operations, Sales Enablement, CRM Integration, and System and Data Management. Steve is a certified Oracle Eloqua B2B Implementation Specialist, and loves training and empowering Eloqua users to do new and exciting things, ie, "... likes making Eloqua do backflips."  Citeline is a pharmaceutical, biomedical and medtech information service company. Within the Citeline organization, there are multiple brands and hundreds of products, spanning from business intelligence platforms to curated editorial and news alerts via several publishing brands. Part of Norstella, a FTSE 250 organization, Citeline’s marketing and product teams send thousands of automated emails, internal and external marketing campaigns, and run lead management processes across several brands. Their technology stack includes multiple instances of Salesforce CRM and multiple Marketing Automation Platforms (Oracle Eloqua and Salesforce Marketing Cloud), which Citeline was trying to streamline down to a more manageable technology landscape. The Reporting Challenge  “We needed a way for all of our brands to speak the same language when it comes to reporting,” says Kevin Sowden, Eloqua Product Owner on the Citeline team. “We obviously want to allow freedom and flexibility when it comes to how each brand measures success. At the same time, ensuring that campaigns are named the same so that they can easily be compared and contrasted when it comes to our reporting capabilities." Sowden explains that this was actually critical before as they were using both Eloqua and SFMC for email. "Sojourn [Solutions] helped us to streamline that stack by moving all of our SFMC functionality into Eloqua," he shares, "and were also able to migrate much of our reporting from Tableau to native Eloqua reports. This again massively reduced the overall complexity of our landscape." However, Sowden states, "it’s still really important for us to be able to take campaign data and blend it together with other data in our reporting systems.”  “The solution we landed on was abiding by a campaign naming convention, which we were enforcing using a spreadsheet before we migrated,” he continues. “This worked great when it was used correctly, but it was liable to human error, and difficult to enforce." Why? Sowden says, "We had no way of having the system ensure that people used the names in the correct ways. We also had real challenges with communicating with the Sales team about campaign results, as the campaign names were just a string of characters rather than a meaningful friendly name which the sales team can understand.” It might sound like a simple problem, but had deep ramifications within the business. “If a campaign is not named correctly it’s a real problem should we need to blend our Eloqua and Salesforce data together,” Sowden explains. “Our reports and dashboards rely on the naming convention to show the correct information – if a campaign is named incorrectly it could be attributed to the wrong brand, or drop out of the reporting altogether. It affects our ability to plan and measure results and just made things much more complex overall." The Solution “It was an interesting requirement,” says Steve McConnell, Marketing Automation Consultant at Sojourn Solutions. "It’s not just enforcing the naming convention and producing a string of characters – you’ve also got the challenge that Sales doesn't actually know how to interpret that information (and would rather have a friendly name)." So, McConnell shares, "We actually wanted something where we could have two different campaign names for the same campaign; with no external spreadsheets to work with; and fully automated and 100% reliable so that if people forget about the naming convention, there’s a way for it be enforced by the system.”  The solution they ended up implementing revolves around using Eloqua campaign fields. McConnell says, "When a campaign is created in Eloqua, it’s really easy to put drop-down controlled mandatory picklist fields on it, which the marketer has to fill out before the campaign can be activated." That takes care of the issue of marketers forgetting the process or not using the correct values." "Everything in Eloqua is made mandatory and picklist-controlled so that there’s no way you can get your email to send without going through these quick steps first,” McConnell explains. “We also maintained the ability for marketers to add a friendly name by simply using the initial Eloqua campaign name as the friendly name. So when they’re setting up their campaign, they don’t have to think about the naming convention at all – just put in your friendly name and fill out the campaign fields.”  “After the campaign is created, Citeline’s Eloqua/SFDC integration kicks in, takes those field values the user selected on the campaign, and turns that into a string," says McConnell. That gives the naming convention which is then sent into Salesforce. "We then have a simple automation running to take that string and pull it back into Eloqua, replacing the campaign name," McConnell shares. "We also retain the original friendly name that the Campaign was created with. That’s then used as the Salesforce campaign name, so the Sales team see a nice friendly name instead of a complicated string.”  The Impact  “The team loves it," Sowden says when asked about the reception from the marketing team. “We’re lucky to have some really digital-savvy and experienced Eloqua users in our team who are very tech-oriented. But the best feedback we’ve had has been from some of our less technical users who were never that happy with the original spreadsheet solution,” he explains." “Hearing from those team members that this is saving them time and effort is obviously great on its own, but it also represents a real efficiency savings which contributes to better ROI from marketing overall." Having to use spreadsheets and even calculators on occasion to get the correct name was a pain before - "and this has completely removed that step from the marketer’s processes,” says Sowden. “We’re also seeing much better use of our Sales Enablement tools and processes such as Eloqua Profiler – having a friendly name on the Salesforce side, instead of a complex string of characters, is helping our sales development representatives dig deeper into where our Leads came from which is setting them up for better success rates on their calls,” Sowden continues. And finally, "We’re able to measure the results of that in terms of conversion rates more reliably due to the process being automated." "The removal of any human error from the process and the fact that it’s automated in Eloqua helps us build trust in our reporting data which we use to make key strategic decisions," states Sowden. "We were basically able to build everything we wanted into this process without having to compromise, even with requirements that felt contradictory like wanting different names for the same campaign in two different systems. It’s worked great so far and laid the foundations for us to deepen our attribution and results measurement in the future,” Sowden concludes. _______________ FYI... Interested in learning more about the above solution? Register  for our virtual Eloqua User Group meeting on Thursday, November 16, for Steve McConnell's live presentation! Check out our Marketing Automation Consulting Services  for more use cases and examples of automations that could help your business. Or, contact us  to discover how your organization can get the most out of your Eloqua platform.

Citeline/Norstella is a $5 billion business with more than 1,000 employees that delivers high-quality content (pharma intelligence) to a target market of life science professionals. The editorial team at Citeline, made up of 65+ journalists and hundreds of analysts, produces the best email newsletter in the pharmaceutical industry.  Citeline powers a full suite of complementary business intelligence offerings to meet the needs of pharma/life science professionals, supporting their work in accelerating patient treatments and therapies. Citeline’s daily and weekly email newsletters are sent out according to the subscriber’s pre-defined preferences for content. Citeline wanted to migrate to a single Eloqua instance for sending its personalized emails to subscribers. The project described below produced a powerful and unique synergistic effect (combining Citeline’s editorial and marketing teams), while exceeding the project’s goals around reduced license-related costs, increased operational efficiency, increased email reach and engagement, and operational continuity. Eloqua Migration: Project Goals and Challenges  The project objectives, as detailed by Citeline, were as follows: (1) to significantly reduce license-related costs (e.g., sunsetting Salesforce Marketing Cloud), (2) to maintain continuity of Citeline’s personalized Insights email product, and (3) to increase the reach and engagement of personalized Insight emails, all while migrating to a single Eloqua instance that leveraged the Instant Marketing (IM) app.  The new approach as developed by Citeline, in partnership with Sojourn Solutions and Instant Marketing, would: Send out highly-personalized, best-in-market pharmaceutical news stories via email to subscribers, with dynamic content pulled from its news website, while allowing Citeline marketers to maintain the system without relying heavily on technical coders/developers. Automate the generation of email content in Eloqua based on preferences and content selections pre-determined by email subscribers in Sitecore, which had been happening in SFMC prior to the Eloqua migration. Among the challenges the project confronted were: Creating newsletters from complex RSS feeds, many assembled uniquely for each subscriber based on their preferences. This was an extremely complex automation, which was being done using SFMC’s legacy “AMPScript” code language, which was difficult for marketers to work with. Managing subscriber preferences and content selections across different platforms (Sitecore, Salesforce) and integrating them into a new Eloqua instance, without disruption to subscribers as emails went out daily and weekly. Ensuring dynamic population of email content for each recipient while maintaining performance and avoiding email bounce issues. On average, 1.6 million emails went out per month, each with up to 20 articles depending on user preferences. Handling different email variations and branding requirements across multiple use cases and brands. Building logic to pull and format content from external sources (RSS feeds) and incorporating them into emails. Managing data complexity and potential limitations in querying and processing large datasets from Salesforce/Eloqua CDO. Implementing a new Eloqua instance within a tight 3-6 month timeframe, while working with multiple teams across two different companies as Citeline was breaking away from Informa and integrating with Norstella. Project Strategy  The Sojourn team determined that if Citeline was migrating to Eloqua, it didn't need to continue using the SFMC platform. The legacy approach leveraged a lot of complex code and processes, but the Citeline team lacked sufficient documentation and support around the code and related processes. While Eloqua would support Citeline’s business needs and existing architecture, it didn't have an out-of-the box solution for accommodating personalized Insight emails, so an Instant Marketing app was built and added onto Eloqua to enable personalized emails.  Eloqua + IM App Sojourn brought in partner Instant Marketing  (IM), knowing it would be able to help build a solution. The Instant Marketing app plugged into Eloqua and had the capabilities of doing the RSS feed function and intelligence required to produce the Insight emails on time and to a high standard.  Removing SFMC reduced license-related costs, as well as complex coding and manual processes that brought high risks of operational failure. The legacy Eloqua + SFDC approach lacked sufficient documentation and also required a dedicated coder to help. Reporting was also difficult. The new approach replaced legacy SFMC AMScript with low-code and no-code components: Eloqua drag & drop tools removed the need for a lot of the code, providing a simple visual interface. What code remained was migrated from AMPScript to Instant Marketing’s Custom Actions, enabling users to write modern server-side JavaScript directly from inside Eloqua itself. A huge amount of complex, unwieldy AMScript was thus reduced to a tiny fraction of modern, type-safe TypesScript written, maintained and monitored directly from Eloqua. The new Eloqua + IM solution was implemented in such a seamless way that no customer realized that Citeline was migrating away from SFMC to a new Eloqua instance.  Project Execution The specifics of the solution, all achieved within a tight project timeframe of 3-6 months and without any disruption to Citeline’s email subscribers, were as follows: Development of an Instant Marketing app to query and filter preferences stored in Salesforce and Eloqua CDO for each email recipient. Email content was dynamically populated based on subscriber’s saved searches, My View preferences, and daily email requirements. Implementation of the logic to pull content from external RSS feeds and incorporate them into email templates. Brand-specific styling and customization were ensured for each email variation. Mechanisms for email tracking, click-through, and handling ad blocks as per brand requirements were set up. Email deliverability was monitored using inbox replacement, list validation, and sender score reputation. Deployment of extensive IP warming to control the ramp up to large volume sends on the new Eloqua instance. Project Results: Exceeding Expectations Achievements of the new Eloqua + Instant Marketing app approach included: Sunsetting the SFMC license reduced license-related fees by 88%. Continuity of personalized email delivery, at a volume of 1.6 million emails per month, with 40% increase in reach vs. legacy. Implementation of dynamic content population based on user preferences and real-time data. The low-code/no-code approach streamlined operations, saved hours of work each month, and made for a better marketer/user experience. Time to create actionable insights from reporting reduced by 50%. More than doubled the click-thru rate: Eloqua average of 4.19% vs. SFMC average of 1.9%. Compliance with branding and styling requirements for each brand's email variations. Agency monitored emails that were sent out and ensured more emails were actually reaching their intended recipient's inbox. Tracking email performance and reporting capabilities hadn’t happened with SFMC.  Due to enhanced monitoring and reporting, these deliverability metrics are now continually improving: Delivered rate  of 83.84% (Eloqua) vs. 79% (SFMC) Soft bounce rate  of 16.15% vs. 25%+ (SFMC) Hard bounce rate  of 0.6% vs. 0.92% before Oct. of '23 Reporting of email delivery and engagement at an account and user level will add significant value for Citeline’s commercial/sales teams. The ability to quickly take up new requirements (e.g.,  separating free and paid users) will be an ongoing benefit. Key Project Takeaways The speed of doing the project in 3-6 months and without disruption to Citeline’s email subscriber base was mission-critical, especially as Citeline was in the middle of integrating into Norstella. Another indicator of project success is that a similar project is now on Citeline’s roadmap for their other product team.  The project improved the experience of internal marketers who were managing the solution (improved employee experience), due to easier workflows/processes related to low-code/no-code, and also lays the groundwork for ongoing improvement of the experience of Citeline’s email subscribers (improved customer experience). A Final Word from Citeline Julia Seto, Product Manager, Insights and Platforms, at Citeline, shared the following perspective on the Eloqua migration project: Switching from Salesforce Marketing Cloud to Eloqua was a massive undertaking, which we had to do in a short time-frame as we moved from Informa to Norstella. The team had not initially grasped how complicated the backend solutions were. Getting everything set up, including the IP warming, was all very compressed because we had so many things happening at once.  So from the perspective of degree of difficulty, and our goal of not disrupting product continuity, this was a very challenging and, in the end, a highly successful project. Citeline’s project was recently entered into the 2024 ANA Business Marketing B2 Awards, in the “Integrated Marketing Program: Large Enterprise” category. Contact us  learn more about how Sojourn Solutions can help your marketing organization improve its marketing operations.

Thomson Reuters  is a global AI and technology company that provides trusted data and information/business intelligence to professionals across 3 different industries: (1) Legal; (2) Tax and Accounting; and (3) News & Media. In business since 1851, the company currently has over 25,000 employees worldwide. In 2023, Thomson Reuters (TR) and Sojourn Solutions (Sojourn) began an ambitious project to optimize the Thomson Reuters marketing technology stack, seeking to create an effective, efficient, and centralized operating model for long-term stack management.  The roots of the change go back to 2021, when TR recognized the need to build a consolidated marketing operations group. Prior to that, TR’s marketing operations were embedded within each of its different business units, which led to a fragmented martech stack that nobody had centralized management and control over.  A Difficult-to-Manage Martech Stack   The legacy TR martech ecosystem was complex, vast, and difficult to manage and/or map. It was made up of 125 + apps and platforms, and was managed via 4 databases across multiple teams, preventing visibility into TR’s complete stack and stack investment.  TR had different silos of people, processes, and martech tools across its three main business units, with each having martech specialists embedded within them. TR’s different teams were using its primary marketing automation platform (MAP) in very different ways and for different use cases. Besides challenges around stack scale and visibility, other major martech stack challenges included: 1. Lack of detailed, centralized reporting,  especially re: data flows, integrations, and technology performance, meaning that gaining necessary visibility into stack capabilities and costs was difficult-to-near-impossible. 2. Limited visibility into stack-related costs.  A fragmented tech stack made it difficult for TR to determine ROI and track software costs as business units funded platforms from their own (separate) budgets. 3. Manual updates of the ecosystem were time-consuming and prone to errors,  causing problems around data quality that often went unrecognized/unreported for long periods of time, negatively impacting stack performance and costs.  4. Lack of comprehensive integration maps for the entire martech ecosystem,  making it harder to recommend new martech because redundancies and/or gaps in capabilities and tools might go unrecognized. Defining Success TR knew it had to eliminate its siloes and different reporting structures in order to get on the same page. Related to that, it had to have standardized tools that would also be flexible enough to accommodate differing needs and use cases.  After evaluating the challenges, TR and Sojourn developed some key goals for the transformation project. including: 1. A Need to Gain Greater Visibility:  TR wanted to construct an accessible, shared directory of martech capabilities, applications, integrations, spend and renewals to support stakeholders across the Thomson Reuters organization. The objective here was to introduce transparency and efficiency into a process of martech acquisition, implementation, and management that had previously been fragmented. 2. A Need to Streamline its Stack:  TR wanted to better assess platform performance and leverage those assessments to streamline and optimize the number of martech products/tools it was using, thus helping to better manage costs and drive stack capabilities. 3. A Need to Develop New Approaches to Workflows and Resource Allocations:  TR wanted to find a new way to objectively assess the martech it was using, and rethink internal workflows and resource allocations to optimize its stack. Defining the Solution Sojourn collaborated with the TR team to design and implement a solution to the challenges above. The major components of that solution were: Deploying an organizing platform.  TR and Sojourn decided to deploy CabinetM , a user friendly, automated martech management platform. In implementing the solution, Sojourn supplied strategic support and its expertise around marketing operations in order to develop a Platform Performance Scorecard and martech governance recommendations (more specifics on those below). The CabinetM platform organized TR’s stack and apps/tools in one place, increased organizational visibility, and documented their entire martech ecosystem, as well as clearly defining and delineating technology owners, integrations, and contracts. These assets had previously been spread out across multiple spreadsheets and in different databases.  Creating cross-functional alignment around the stack.  To make the newly-organized structure work effectively, TR collaborated across multiple departments and functions to track, optimize, and report on TR’s martech infrastructure, expense, renewals, adoption, and strategy.  Gaining visibility and streamlining its martech stack.  In the end, this collaborative process pulled together martech tools (CabinetM), people, and new processes/workflows. TR gained the ability to strategically streamline its martech, while developing new methods and tools to understand and track tech capability/functionality. Working across its 125+ technologies, and 5+ stakeholders, TR was able to create a one-stop shop for their martech assets within CabinetM. They gained full visibility across the organization to support better decision-making around martech stack performance and investments. Results of the Project 1. TR built a visual directory of martech capabilities, applications, integrations, spend and renewals.  This martech directory listed over 175 martech platforms that were either active, under consideration, or retired. In addition, TR:  Established its stack mechanics, architecture and martech landscape layer categories. Determined and established baseline product attributes and incorporated pertinent information. Captured integration connections and details. Captured and created details as they’re forming to capture its capability models. Built a historical record of all platforms and activities regardless of status for future use. 2. TR shifted to a capability model.  TR moved from managing its martech tools under the umbrella of its separate business units to a model that now assigns managers based on the capabilities that a particular platform might support. For example, it has a manager who supports the Web Operations team and the tools they need. TR has another manager who supports the demand generation team and the tools they need. So in theory, two people are managing one platform, but they're managing it to drive optimal value for the stakeholders who use it and for the specific use cases of those stakeholders.  3. TR and Sojourn developed a Platform Performance Scorecard  to enable TR’s central team to support their technology review process across all its platforms.  The Performance Scorecard described the top business use cases each tool addressed, as well as ratings for how well the tool was actually addressing those specific use cases. The Scorecard also provides relevant information about the vendor, levels of user support, contract/renewal information, as well as the vendor’s future roadmap for the tool/platform.  The Platform Performance Scorecard helps fuel better, more informed discussions within TR when decisions need to be made about its  martech stack. 4. Sojourn recommended an improved Martech Request structure  for TR including a consolidated, automated new martech request / renewal request process using Workfront, an existing tool in their stack. The existing request process was scattered across teams and sources, and Sojourn saw an opportunity to improve it using an existing tool to centralize the net new requests, pilots, and renewals as applicable. In addition to workflow effectiveness, a centralized model provides better reporting and actionable insights for improved decision-making.  Reaction from Thomson Reuters Here’s some final words on the project from Thomson Reuters: The solutions and the new, consolidated structure we’ve built is going to allow us to expand, grow, and keep infusing other areas like AI, where Thomson Reuters is currently putting lots of emphasis. – Kim Kraetzner, Thomson Reuters’ Marketing Operations & Technology Manager. It's great to now see our Martech SMEs having the time to concept TR's “tomorrow position.” Because of our streamlined management model and process, they can focus on higher value activities – and we can pivot a lot easier than we used to. – Carol Mendenhall, Thomson Reuters’ Senior Director of Marketing Operations P.S. The Project described above has been submitted as a presentation topic at The Martech Weekly’s World Martech Forum  this August in San Francisco. (Fingers-crossed!) In addition, the Project was submitted for a The Stackies 2024: Marketing Tech Stack Awards . See TR’s submission here , and explore TR’s martech stack  yourself!  Last, but certainly not least, TR’s Carol Mendenhall  shared her expertise at the 2024 Martech Conference  in a session titled “How MOps should prepare their stacks and teams for customer experience-based AI. Watch it on-demand now . Learn more  about how Sojourn Solutions can help take your Marketing Operations team martech management and performance to the next level. Questions? Contact us  today.