Through the Funnel: Edition 1

MarketingHQ News

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MarketingHQ
March 29, 2024

Welcome to the first edition of the Through The Funnel newsletter, brought to you by MarketingHQ!

This week we’ll highlight and assess the latest trends, concepts, and tools shaping marketing strategies and tactics. We’ll also share current Marketing job opportunities and pro tips for pursuing them.

Let’s start with 3 key takeaways from industry thought leaders:

1. Chris Walker post: “Signal-based selling is the future of B2B go-to-market. The first wave was the movement to account-based (Right Fit). And the next wave that’s coming on strong right now is signal-based (Right Time).”

Hot take: As we know, establishing your Ideal Customer Profile (ICP) is an essential first step in a Marketing activity, hence the explosion of ABM strategies and tools in recent years. But to Chris’ point, identifying the accounts/contact we want to talk to, and even amassing a slew of intent signals is only one piece of the puzzle. Marketers and vendors now need to mature their capabilities in identifying the channels that were effective or ineffective for progressing the targeted account forward post hand-off to Sales.

2. Alice de Courcy post: “Good campaigns require great data. And good lead to sales conversions come from having instant access to quality data. It’s often not the glamorous work or the shiny new creative that has the biggest impact or that can make the biggest difference.”

Hot take: Aligning to Chris Walker’s post, data driven insights are essential in measuring and refining our Marketing strategies and tactics. In this post, Alice highlights the importance of having clean data, to include account/contact details, when routing leads to Sales. As a result, Cognism recently released a new offering supporting this use case, which we’ll touch on below in the MarTech Highlights section.

3. Liz Willits post: “Marketers, Work for companies with a CEO who values marketing. Otherwise, everything you do will be an uphill battle. And your company probably won't grow either.”

Hot take: We couldn’t agree more! Keep in mind, to be valued, it must be understood. Pro tip: being transparent, honest, and patient with CEOs (and other executive stakeholders) with varying levels of Marketing knowledge will help expedite and ensure success in the process.

MarTech Announcements & Analysis:

1. rb2b made a huge splash with its March 1 announcement of its Person-Level Website Visitor Identity tool, which they indicate allows organizations to anonymous website visitors at the contact-level. Additionally, according to rb2b, the tool can push the visitor’s LinkedIn profiles to Slack in real-time. While this release caused heated debates in several CMO community forums in terms of whether or not this function violates GDRP and/or other privacy laws.

The company claims that this is a non-issue as they are only deanonymizing US based visitors. And they’re seeing a healthy amount of early adoption recently stating “We got 2,122 free signups and 1,083 script installs”. While they’re charging $495 for customers to use Slack like a dating app and pay to push contact info into a sequence in enablement apps like Hubspot or Salesforce CRM, they quickly found that could be done with a workaround using Zapier. Likewise, how they plan to monetize remains unclear.

2. As previously mentioned, Cognism recently announced the release of Cognism Enrich, consisting of two key functions: Scheduled Enrichment and Instant Enrichment. Both leverage Cognism's global database to optimize the maintenance of CRM contacts and accounts, irrespective of geographical locations. Scheduled Enrichment systematically updates Salesforce data according to user-defined frequencies, while Instant Enrichment proactively rectifies data discrepancies upon entry.

With such an improved data infrastructure in place, Marketing teams can improve reporting and ROI measurement as well as more accurately measure marketing impact. Cognism is providing limited access to the offering, allowing customers to provide a list of accounts lacking data, and receive a complimentary sample of enriched contacts, including email address and mobile numbers. We’ll be publishing full reports on both offerings, and more. Stay tuned!

Marketing Career Opportunities:

Are you ready to take the next step in your marketing career? Explore exciting opportunities with leading companies across various industries:

That's a wrap for this edition of Through the Funnel. Stay tuned for more insights and updates in the next edition! And in the meantime, keep tabs on the hottest Marketing job openings at www.marketinghq.io.

Happy hunting!

- The MarketingHQ Team