{"id":6789,"date":"2024-03-11T17:41:01","date_gmt":"2024-03-11T17:41:01","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/from-pipeline-efficiency-to-brand-affinity\/"},"modified":"2024-03-11T17:41:01","modified_gmt":"2024-03-11T17:41:01","slug":"from-pipeline-efficiency-to-brand-affinity","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/from-pipeline-efficiency-to-brand-affinity\/","title":{"rendered":"From pipeline efficiency to brand affinity"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Martech has exploded in recent years, with over 11,000 solutions available to help marketers automate and optimize operations. However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. While this approach works well for roughly 5% of actively in-market buyers, it creates a poor experience for the remaining 95% of future customers who aren\u2019t yet ready to buy.\u00a0<\/p>\n<p>This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term brand affinity and demand generation.\u00a0<\/p>\n<hr\/>\n<aside class=\"right-rail\">\n<\/aside>\n<h2 class=\"wp-block-heading\" id=\"h-over-optimizing-for-pipeline-efficiency-the-implications\">Over-optimizing for pipeline efficiency: The implications<\/h2>\n<p>The exponential growth of martech tools has led to an overemphasis on pipeline efficiency, driven by the promise of better tracking and attribution. However, this ignores the majority of potential customers.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>Only <a rel=\"nofollow noopener\" href=\"https:\/\/business.linkedin.com\/marketing-solutions\/b2b-institute\/b2b-research\/trends\/95-5-rule\" target=\"_blank\">5% of our market<\/a>, is ready, willing and able to consider buying our product. Using the same approach to all our target audience risks alienating the remaining 95% who are not yet in-market.<\/p>\n<p>We might have a decent operation for the 5% of in-market prospects. But for everyone else, it\u2019s a pretty crappy experience. By pushing contacts who aren\u2019t ready to buy through our systems, we slow down our operations and create extra work for ourselves. <\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-need-a-different-martech-stack-for-those-not-in-market-nbsp\">The need: A different martech stack for those not in-market\u00a0<\/h2>\n<p>We need a different martech stack for the 95% of our customers but likely will be soon. And simplifying our martech tools could mean better outcomes for our teams:<\/p>\n<ul>\n<li>For MOps, fewer contacts.<\/li>\n<li>For the sales team, better conversions, less garbage in, less time wasted, etc.<\/li>\n<li>For the company, less alienation and more effective communication with most of our market.<\/li>\n<li>And for 95% of our future customers, a better brand experience.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"1080\" alt=\"The simplified martech stack\" class=\"wp-image-390618\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack.png.webp 1080w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-338x338.png.webp 338w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-600x600.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-113x113.png.webp 113w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-768x768.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-95x95.png.webp 95w\" data-lazy-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack.png.webp?resize=1080%2C1080&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack.png.webp?resize=1080%2C1080&#038;ssl=1\" alt=\"The simplified martech stack\" class=\"wp-image-390618\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack.png.webp 1080w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-338x338.png.webp 338w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-600x600.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-113x113.png.webp 113w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-768x768.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/03\/The-simplified-martech-stack-95x95.png.webp 95w\" sizes=\"(max-width: 1080px) 100vw, 1080px\"\/><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-the-simplified-stack-to-appeal-to-most-of-your-customers\">The simplified stack to appeal to most of your customers<\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-1-adtech\">1. Adtech<\/h3>\n<p>We will still need adtech. But instead of exclusively running ads to drive lead conversions, we need a crop of ads focused on building:\u00a0<\/p>\n<ul>\n<li>Brand awareness.<\/li>\n<li>Brand association (i.e., What problem does your company solve?).<\/li>\n<li>Brand affinity (where prospects are drawn to your brand more than others in the market, even though they\u2019re not looking to buy right now.)\u00a0<\/li>\n<\/ul>\n<p>Search engines and social networks are optimizing for in-feed consumption. We must adapt and create ads that drive the value in-feed \u2014 or promote existing organic content.<\/p>\n<p><strong>Verdict:<\/strong> <strong>No new tech needed<\/strong><\/p>\n<p>Your broader marketing team will need a content strategy for this new reality.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-lead-forms\">2. Lead forms<\/h3>\n<p>Lead forms are still crucial. But instead of driving every contact to a lead form to fatten up your contact database, allow your audience to experience as much of your value as possible, with no strings attached. Then they are more likely to join your contact list. (Holding people hostage with ebook or webinar registrations is so 2005.)<\/p>\n<p><strong>Verdict: No new tech needed<\/strong><\/p>\n<p>Your broader marketing team must convince management not everything needs to be gated. The returns are rapidly diminishing.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-prescriptive-content\">3. Prescriptive content<\/h3>\n<p>Gone are the days when we tried to read minds, guess what stage of the funnel a prospect was in and then serve them the corresponding content. In reality, B2B buying committees have grown in size and different members will be at different stages of the buying cycle. If they\u2019re in a buying cycle at all.<\/p>\n<p>Instead of prescribing TOFU, MOFU or BOFU content, provide a resource center where all the content is freely available. And don\u2019t let the org have you obsessing about tracking every ebook download or webinar view. Chill out. Stop stalking people. They\u2019ll thank you for it.<\/p>\n<p><strong>Verdict: No new tech needed<\/strong><\/p>\n<p>You may update your resource center to make the content easier to find and binge. Your marketing team may even opt for a Netflix-style experience, where you have more multimedia content, serial episodic content and so on. None of this requires new work from MOps.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-4-third-party-cookie-tracking\">4. Third-party cookie tracking<\/h3>\n<p>Soon, we won\u2019t be able to collect and use third-party cookies like we used to. Good riddance. I\u2019m so tired of Google, Facebook and other random companies \u201clistening in\u201d on my web browsing to serve up ads I don\u2019t want. Instead, we\u2019ll now have to focus on earning the attention and interest of our prospects, so that they consume content on our own website \/ our own platforms.<strong\/><\/p>\n<p>Verdict: No new tech needed<\/p>\n<p>Your broader marketing team will have to step up their content game. Fun times lie ahead.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-5-lead-scoring\">5. Lead scoring<\/h3>\n<p>This approach was so cutting edge when it first appeared in the early 2000s, but using the same play 20 years later, in such a fast-moving space is not a good look.<\/p>\n<p>Modern marketing practices and modern buyers demand we stop sending contacts to sales based on what we observed them do. We need to send over only explicit hand-raisers \u2014 people who have requested a demo or a sales conversation.<\/p>\n<p>Everyone else should be kept in the domain of the broader marketing team. Stop sending busy work to the Sales team. This is more of an executive leadership conversation. But hopefully, we can get leadership to stop creating unnecessary busy work for the whole organization in 2024.<\/p>\n<p><strong>Verdict: No new tech needed<\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-6-lead-routing-to-sdrs\">6. Lead routing to SDRs<\/h3>\n<p>The SDR position was created with the rise of Aaron Ross\u2019 Predictable Revenue model in 2011. It worked so well for Salesforce that the whole industry copied it.<\/p>\n<p>SDRs are such hardworking individuals. Sometimes their job isn\u2019t easy and, just as bad, sometimes it doesn\u2019t serve future customers particularly well.<\/p>\n<p>Suppose a prospect is ready to talk to us and we schedule a call between them and an SDR. In that case, the SDR, who isn\u2019t equipped to answer their technical questions, spends a half hour determining whether the prospect is worthy of speaking to our AE before scheduling a second call with said AE \u2014 and all of this takes a week (or more).<\/p>\n<p>Who are we fooling? This is a broken practice. We will still need lead routing, especially at larger organizations. But there should be a push to automatically screen out unqualified prospects and send everyone else directly to an AE as quickly as possible. Immediately, when possible.<\/p>\n<p><strong>Verdict: No new tech needed<\/strong><\/p>\n<p>But some updated marketing and sales alignment conversations are probably in order.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-7-unsolicited-lead-nurturing\">7. Unsolicited lead nurturing<\/h3>\n<p>Lead nurturing is one of the linchpins of marketing automation. It scales so well we forget that these people didn\u2019t give us permission to email them in perpetuity. Don\u2019t be weird. Let people opt-in to subscription-based newsletters, where we are explicit about what they will receive and how often. No more bait-and-switch ebook opt-ins.<\/p>\n<p><strong>Verdict: No new tech needed<\/strong><\/p>\n<p>Just an updated marketing mindset by the broader marketing organization.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-8-evangelizing-the-product\">8. Evangelizing the product<\/h3>\n<p>For folks in a buying cycle, we must talk about the product quite a bit. For folks not there yet, we need to talk about the problem quite a bit. There\u2019s a big difference. This is another one that doesn\u2019t require MOps to do much differently.\u00a0<\/p>\n<p>It\u2019s a clarion call for the marketing org \u2014 do better. You don\u2019t have to stop creating your ebooks, white papers or sales enablement sheets. But please, stop force-feeding that stuff to people who aren\u2019t looking to buy.\u00a0<\/p>\n<p>Evangelize the problem that you solve. Give voice to the prospects dealing with this problem. Tell their stories. Advocate for them.<\/p>\n<p>These people will love your brand for it. And when they move in-market, you\u2019ll be the first funnel they hop into.<\/p>\n<p><strong>Verdict: No new tech needed<\/strong>\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-from-pipeline-efficiency-to-brand-experience\">From pipeline efficiency to brand experience<\/h2>\n<p>95% of your future customers hate your martech stack. But it\u2019s not your fault. However, you have the power to enable the practices that got us through the first 20 years of modern MOps or empower your broader marketing org to evolve the practices that will see us through the next 20.<\/p>\n<p>Let\u2019s stop optimizing for marketing vendors. They will always tell us we need more. Let\u2019s start optimizing for future customers.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/simplifying-your-martech-stack-from-pipeline-efficiency-to-brand-affinity\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Martech has exploded in recent years, with over 11,000 solutions available to help marketers automate and optimize operations. However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. While this approach works well for roughly 5% of actively in-market buyers, it creates a poor experience [&hellip;]<\/p>","protected":false},"author":3,"featured_media":6790,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>From pipeline efficiency to brand affinity - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/from-pipeline-efficiency-to-brand-affinity\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From pipeline efficiency to brand affinity\" \/>\n<meta property=\"og:description\" content=\"Martech has exploded in recent years, with over 11,000 solutions available to help marketers automate and optimize operations. 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