Take a Different Approach to Standout in the Market

By Adam Goyette, VP Demand Generation, G2

Adam Goyette, VP Demand Generation, G2

What are some of the trends and challenges are that you are witnessing in terms of the marketing automation space as a whole life for experience?

A lot of things started getting ramped up in terms of different marketing systems when marketing automation begins to happen. People began using from email marketing to concrete things like Survey Monkey and other various tools that marketers had access. One of the things that everyone became enamored with is data. However, this data was the top of the funnel type data for e.g., what is in my email open rate or e-mail click-through rate? etc. That is considered marking attribution and led in the world of inbound marketing where everyone was measuring MQL. But how many MQL am I driving, and what are the indicators that lead into that? Whether it is due to landing page conversion rates? Everyone wanted to track every little piece of data and then try to tie it in the revenue. Whereas now it is less concerning about the individual such as leading indicators, open rates and is more worried about how is pipeline getting sourced. That could be through a lot of different ways it could be influencing opportunities or actual sourcing. I think marketing is getting more aligned with actual sales outcomes and less concerned about behind the scene process.

Could you elaborate on some exciting or impactful projects or initiatives that you are currently overseeing?

I am responsible for delivering pipeline for the sales teams and their numbers. So some of the big projects we are working on are how do we do that by segment. We sell to a lot of different companies from giant enterprise corporations to a 30 person startup as well. The process for engaging with companies and customers is very different from an enterprise-level aspect to a small business or startup. Hence we are trying tons of different techniques and tactics to engage those people. We have done a lot of things with direct mail. Hosting CMO executive type events such as dinners or tickets to the Knicks games and other similar things, we have taken a little bit out of the box approach in order to cut through the noise for us. The big piece that I have been working on is tied to the distribution conversation. How do we measure the impact we are having at an enterprise-level company versus a 30 person startup where there is one marketer. The process of measuring and tackling various problems is a little bit different. Therefore, we have been building a lot of our systems the way we do attribution, looking at influence versus source and overall building that model for details.

“Attribution is now more toward how are we helping support sales goals and pipeline goals”

In terms of your approach, what are some of the strategic points that you go by to steer the company forward any points?

One of the most significant strategic points is the alignment of sales and marketing. No marketing campaign is going to make or break, or hit our sales number unless it is aligned with the sales team. So the big focus of the effort is aligning efforts with other BTR team or account executives. These teams are bought into what we are doing from a marketing standpoint. Doing all necessary follow up in pieces on their end they take initial interest or action and move further down the funnel. So we spend a lot of time from the leadership standpoint, understands what each side of equation is doing and makes sure we are entirely aligned. If we are going to run a campaign, sales team should agree that this is the best campaign to run at this time. From an execution standpoint, it may not be necessary but will have a crucial impact than the sales follow up and sales cadence that was expected from the marketing side. So how do we put these two together is just like code planning and that stems from having the same goals. Attribution is now more toward how are we helping support sales goals and pipeline goals. Alignment on goals has helped us a lot in terms of aligning execution.

How do you see the evolution of marketing attribution a few years from now with regard to some of its potential disruptions and transformations?

The data is everywhere, and there is no shortage of it. From the marketing perspective, Google Analytics and traffic reports such as how much traffic is coming to my page and conversion rate on these pages are on the top of the funnel. That is the flow in the newer market automation system. Then you try to figure out the sales touchpoints, nurture e-mails, and ad campaigns. One of the big trends in a different leading platform from visible or lean data,  KGL is trying to put these analysts together to give an overall snapshot view. That is happening across the board. The marketing data and marketing attribution data has been very siloed historically. So you have to go to almost ten different sources to pull the numbers, get the full story, and gain true understanding. Hence, companies that are focusing on how they can deliver the full story to someone are the ones who are really going to help win the battle.

What would be a single piece of advice that you would like to offer to a former or aspiring professional in your field something that you feel would make the most value for that person starting now?

For marketers and people who are trying to get into its marketing attribution, there are two big things that I would share and have been beneficial for my career. One is being data-driven. We talk a lot about attribution for a reason. Marketers can actually go out and see what is working and what is not and adjust accordingly quickly. One of the easiest ways to drive results and prove the value of different things that you are doing is through data. If you can understand the data, you can set up your campaigns to give you consistency and have a steady stream of things. I think it is very important to take shots and try things that are a little bit out of the box in terms of demand. It can be very much a sea of sameness. If you think about B2B, SaaS marketing, you look at campaigns across the board such as on sites. They are all similar, and one company couldn’t stand out from the other. The Martech seven thousand slide everyone has seen is proof of that. There are a hundred different marketing automation tools. So if you are in demand and working for one of those companies, how do you stand out from the other one hundred and forty-nine companies. It is not the goal, it beats with the messaging. It is a little bit in the delivery and how you can cut through the voice because most of those companies are probably going out with very similar value propositions and messaging. I think always looking for what other people are not doing whether that is your medium or not. Sending out more direct mail or that is needed to try to cut through the noises.

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