Synergies Between RevTech & Buying Group Marketing — Joe McNeill // Influ2

Joe McNeill, Chief Revenue Officer at Influ2, talks about the collaboration of rev tech and buying group marketing. Organizations not only need to be more efficient with their commercial spend, they need to specifically target those personas that matter the most to them. In reality, it’s usually more than one person involved in the B2B buying process, and marketing to them all means having relevant messaging for each person. Today, Joe discusses synergies between rev tech and buying group marketing.
About the speaker

Joe McNeill

Influ2

 - Influ2

Joe McNeill is Chief Revenue Officer at Influ2

Show Notes

  • 01:55
    Buying group marketing defined
    Buying group marketing refers to engaging those buying groups within target accounts. Ultimately, youre targeting those personas and people that matter most to the organization.
  • 03:47
    Buying groups and tailored marketing messages
    Multiple influencers with multiple requirements of your software are involved in a purchase. Its important to craft your marketing messages to whats important for the individuals youre selling to.
  • 05:28
    Technological limitations when marketing to buyer groups
    Most technologies focus on the account, IP, and cookied individuals. This keeps you from advertising specifically to the personas you would like to.
  • 06:27
    How companies are tackling advertising challenges
    With the demise of the cookie, companies have turned back to email, direct mail, bigger investments in events. However, theres still the targeting challenge and feeding the information back to sales for actioning.
  • 07:30
    Advertising misalignment between marketing and sales
    In the case where youre looking for formfills, many times those formfills come from people outside your buying group. Oftentimes, expected outcomes for sales and marketing dont align.
  • 09:00
    Considerations when targeting personas in a buying group
    Determine if you have the relevant content and whether sales and marketing are aligned on targets. Sales should have a process action primary target engagement and provide a good prospect experience.
  • 10:23
    Addressing influence rather than attribution
    Addressing demand units is difficult measure in terms of success for many executives. Youre looking to determine the amount of influence, driving forces behind the sale, etc.
  • 11:48
    One to one relationships and moving up market
    Rather than just the commercial team, the entire company must be moving together to get that to work correctly. Ultimately, everybody needs to adapt to how those sales cycles work, etc.
  • 13:55
    Using one to one vs one to many marketing
    This depends on your business model. However, its best to will start with intent, then build the advertising engine next to it in order to follow the intent funnel.
  • 15:52
    Advertising optimization platforms vs targeted advertising platforms
    Advertising optimization platforms help to create more efficiency for where your ads are going. Targeted advertising platforms show ads to specific persons and feedback the impression engagement data to the person level.
  • 16:47
    How Influ2 creates their feedback loop
    Influ2 has a data mining and enrichment team handling how ads get pushed to targets. On the backend, theres a matching algorithm using a predictive model to match it to a person.
  • 17:12
    What stage organizations are adopting Influ2
    Companies are most successful when they have a clear ideal customer profile and clear target persona list. Influ2 can help these companies optimize the messaging for those personas.

Quotes

  • "Buying group marketing is targeting your marketing efforts to the personas and people within an account that matter most to your organization." - Joe McNeill

  • "People make decisions on buying software, not businesses. Organizations need to be more efficient with their commercial spend and be able to target the people that matter most to the company." - Joe McNeill

  • "There's multiple influencers and decision-makers within a purchase. You need to make sure you're making everybody comfortable with saying, yes, this is a no brainer. This will help us move forward." - Joe McNeill

  • "A lot of companies are looking for help on not only how to target buying groups, but how to feed that information back to their sales team, so they can action it. That's the second big challenge with advertising today." - Joe McNeill

  • "The outcomes you're looking for with that quick campaign through Facebook and LinkedIn is a little different than what sales is looking for from their marketing counterparts." - Joe McNeill

  • "Companies have trouble breaking away from the MQL and formfill methodology and KPI setting that they've had in the past. And moving more to an idea of influence rather than attribution." - Joe McNeill

  • "Executives haven't loved advertising in the past because they know they have to do it, but it's hard to measure what the success is from it." - Joe McNeill

  • "The companies we see have the most success are ones that have a very clear ideal customer profile and a very clear target persona list. We can help them optimize the messaging for those personas." - Joe McNeill

About the speaker

Joe McNeill

Influ2

 - Influ2

Joe McNeill is Chief Revenue Officer at Influ2

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