B2B content operations
For the last five years – or, let’s face it the last five decades –marketers have galumphed along doing their best and hoping it worked.
Today, B2B marketers all share a single mandate: “Show me the money.”
That’s exactly what our B2B performance marketing and B2B content operations practice is all about: connecting the data-dots to see which activities lead to revenue and which are pretty but useless (which adds up to pretty useless).
In short, amazing things happen when right brain meets left brain. When content chops meet analytics skills.
The simple idea
To us, data is not an abstract idea for techies. Data is your customers and prospects talking to you – telling you what they’re interested in and what bores them silly.
Ignoring these direct signals is criminal.
Listening to them – and acting on what you learn – is the road to revenue.
So we love data. Data from web analytics, marketing automation, CRM, PPC, social media and DMPs. Data from your transaction systems and ERP if you’ve got it. Just bring us the data.
The Velocity Spin Cycle™
Like all good marketers, we’ve taken a painfully simple idea and slapped a brand name on it. Actually the idea is simple, but the methodology is pretty rigorous.
The rigorous methodology
The Velocity Spin Cycle™ is our framework for the transformation to data-driven performance marketing. It looks like this:
Discover is the onboarding process. It’s where we benchmark where you are and set new KPIs.More about B2B content marketing benchmarking
Engage is where things kick off. Where we set up your analytics, nurture flows and lead scoring. Or create a Marketing Automation Hub with reporting dashboard. Then start taking things to market.More about B2B performance marketing
Measure is where we monitor the ongoing revenue machine and recommend actions.More about B2B content marketing measurement
This is culture change
The kind of transformation we’re talking about here really does come down to a change of culture for your marketing organisation.
In our experience, the teams that realise this, and actively manage the culture change, are the ones that succeed. We’ve seen a lot of transformation initiatives that worked brilliantly and some that didn’t – and we really, really prefer the former.
Want to chat about this stuff?
So do we!