Ever wonder why your marketing automation platform (MAP) feels like it’s stuck in the past? You’re not alone. In a recent chat, Kerry Cunningham from 6sense and Peter O’Neill from Research in Action GmbH spilled the beans on the current state of MAPs and what’s brewing for the future.
The MAP Muddle
Let’s face it: “marketing automation platforms” is a bit of a misnomer. As Peter points out, true automation requires a whole bunch of process juggling. Traditional MAPs? They’re falling short in some pretty crucial areas:
- Personalization
- Campaign workflow management
- Collaboration
- Predictive analytics
No wonder 87% of companies are scratching their heads about their current platforms, and 81% are eyeing a change in their ABM systems.
The Winds of Change
So, what’s driving this tech tidal wave? Our experts highlighted five key factors:
- Marketing’s evolving role
- Shifting buyer behavior
- The rise of scientific marketing
- Changes in the marketing discipline itself
These aren’t just minor tweaks – they’re reshaping the entire marketing landscape. And if your MAP isn’t keeping up, you might be left in the dust.
Peter O’Neill, Research in Action
The B2B Sales Evolution: Embracing Change and Debunking Myths
Second Lead Syndrome: Friend or Foe?
Let’s talk about the elephant in the room: ‘second lead syndrome’. It’s not the villain we’ve made it out to be! When multiple folks from one company show interest, that’s not a headache—it’s a golden opportunity. It’s like having several fish nibbling at your bait. Don’t panic, reel them in!
MAPs: Missing the Mark?
Marketing Automation Platforms (MAPs) seem to be wearing blinders. They’re not catching on to multiple interests from the same organization. It’s like they’re playing “Where’s Waldo?” but missing all the Waldos in plain sight.
The Death of the B2B Salesman: Greatly Exaggerated?
Remember Forrester’s 2000 report, “Death of the B2B Salesman”? Spoiler alert: sales didn’t die, it evolved. Like a digital-age phoenix, it rose from the ashes of traditional methods.
Kerry Cunningham, former Forrester analyst and head of 6sense Research
Let’s Talk Revenue: Beyond Lead Conversion
Ever feel like you’re on a hamster wheel, churning out leads that barely move the revenue needle? You’re not alone. Kerry’s onto something here – we marketers are often laser-focused on lead numbers, forgetting they’re just a small piece of the revenue puzzle.
Think about it: those form-filled contacts have a shorter shelf life than yesterday’s avocado toast. And gated content? It’s like putting your best stuff behind a velvet rope. Sure, it looks exclusive, but who’s actually getting in?
Here’s a wild idea: what if B2B marketing automation isn’t the golden ticket we thought it was? Maybe it’s time for a fresh approach. Enter “revenue marketing” – it’s not just a buzzword, folks. This strategy is the whole enchilada, blending customer insights, savvy campaigns, and sales support into one tasty revenue-boosting package.
Why Invest in Revenue Marketing Automation?
Peter O’Neill, Research in Action
Let’s cut to the chase—you’re here to boost your marketing game, right? Well, you’re not alone. The top reasons for diving into revenue marketing automation are:
- Supercharging email marketing
- Streamlining existing systems
- Personalizing content like a boss
- Nailing account-specific strategies
But here’s the kicker: getting everyone on board with those legacy target accounts can be trickier than a game of Twister.
Aligning Marketing and Sales: The Dream Team
Kerry and Peter dropped some knowledge bombs about the importance of marketing and sales playing nice. They also chatted about:
- The perks of consolidating platforms (hello, efficiency!)
- Tackling the beast of complex marketing tech
Oh, and guess what? 6sense is crushing it in all six processes of revenue marketing automation, according to Research in Action. Not too shabby, eh?
Let’s Cut to the Chase: Marketing’s New Revenue Focus
Gone are the days of lead obsession. Kerry Cunningham and Peter O’Neill’s chat revealed a game-changing shift: marketers must now zero in on revenue and opportunities. It’s time to ditch the old playbook and embrace a broader view.
What’s on the horizon? Expect a mash-up of analytics tools, emails that talk back, and buyer personas with more layers than an onion. The future of marketing automation isn’t just about tweaking the old machine—it’s about building a whole new revenue-generating beast.
