How to choose a B2B Marketing Automation platform?
After London in 2017 (350 attendees), Barcelona in 2018 (700 attendees), EBG is organizing its 3rd edition of The Digital Benchmark in Berlin from May 22nd to May 24th 2019. Christian Neff, founder of Markentive, and his team co-wrote with EBG the Marketing Automation BtoB analysis and presentation. We met him during an interview in which he detailed the reasons for his involvement in this project, his role and the trends he is witnessing in this MarTech sector.
Can you introduce yourself and Markentive?
Markentive aims to be the synthesis between a consulting firm, an agency and an IT solutions integrator. The world of marketing has become technological and the boundaries between these different worlds are becoming blurred. Digital technology is changing the kinetics of BtoB campaigns and the pace of strategic iterations or operational deployments.
In this context, we have realized that Marketing Automation solutions can be a real backbone for companies that want to regain control over their KPIs, improve their ROI and productivity. We were interested in this subject because by backing a Marketing Automation tool with a CRM and a website, companies are able to control their relationships with prospects/customers as they align their marketing with sales. Since 2012, a team of nearly 30 people- developers, designers, writers, and consultants- has been working with our clients on a variety of topics: strategy, AMOA, implementation, web design, training or operational delegation on the subjects of digital transformation in marketing and sales. The result is more leads, better customer relations, more performance and productivity for marketing & sales teams.
Why did you accept this engagement?
We were interested in the concept of the Benchmark in the BtoB sector because it's hard to find an objective report on the subject of marketing automation, especially on the French level. These studies are often carried out by publishers themselves and may lack a practical perspective that takes into account the dynamics of marketing teams in France.
With more than 150 references in various sectors of activity, our experience has allowed us to work with many tools in various environments (size of the organization, maturity of the team...) and we couldn't resist the idea of sharing this experience with a wider audience of marketing decision-makers, who often ask themselves questions about the equipment: what tool, what organization, what objectives? We hope to put them on track and generate realistic enthusiasm, without selling dreams or avoiding difficulties.
Could you specify your role in this study and indicate some methodological elements?
By approaching the subject of BtoB automation marketing solutions, our expert consultants wanted to go beyond a simple comparison of functionalities as is often the case in studies published so far. Indeed, on paper, many solutions can boast the same basic functionalities such as scoring, landing page editing, scripting and emailing. We were then interested in topics such as ease of use, team adoption, online training environment, available support... aspects that are sometimes neglected but critical when it comes to ensuring the success of automation marketing projects, especially when companies are not yet mature or experienced internally on these topics.
Markentive supports many advertisers on digital issues. What are the topics and trends you are seeing with your customers today?
We are currently observing a period of very active equipment in the BtoB field. Companies want to regain control over the customer's life cycle and set up a technological ecosystem adapted to the implementation of effective campaigns.
We are seeing an accelerated convergence and alignment of websites, customer support solutions, CRM tools and finally the arrival of Marketing Automation tools, the latter positioning themselves as marketing campaign management tools but also as "control towers" of the customer experience.
With a good methodology and an adapted technological stack, marketing teams gain in agility and regain control over their campaigns and results and finally have the means to adopt a real continuous improvement approach. Marketing becomes a real contributor to the result (lead generation, activation, loyalty, upsell...) and the new tools make it possible to prove it.
Why do I have to register for the 2019 Digital Benchmark in Berlin?
Berlin's Digital Benchmark will be a unique opportunity to meet peers and get up to date on the subject of digital transformation in marketing and sales.
2019 will be an incredible year for companies looking at automation marketing topics and many of them will be doing so in the BtoB sector. We will be delighted to meet them there to give them some keys and allow them to avoid the common pitfalls of this exercise that we have had the opportunity to practice in many companies.
As a reminder, the presentation of this study will take place in Berlin from May 22nd to 24th during the 2019 Digital Benchmark, an event organised by EBG which will bring together more than 700 digital decision-makers.
To participate in this event, you must submit an application through this form.