Many B2B companies quickly had to reassess their martech stacks as a response to the pandemic.
We spoke to Adam Pembrey, EMEA Marketing Specialist at the software company Nuix, on how important a martech stack is to success, how they've adapted tech-wise to the changes in the last year, and what these changes mean in the future.
Hi Adam, can you tell us a bit about Nuix and your role there?
Nuix creates innovative software that empowers organizations to simply and quickly find the truth from any data in a digital world.
I head up the Marketing team in the EMEA region, working with our Subject Matter Experts, Partners and Advisories to drive demand for our solutions in Corporate, Legal, Government and Law Enforcement Organisations
What are some of the key components of your B2B martech stack and what roles do they play in how you operate?
We use Salesforce, Pardot, BrightTalk, Zoom, Gaggle, Soundcloud, Sharepoint, and Teams for the most part.
Salesforce and Pardot are all about lead management and nurturing, outbound marketing activities to get people into the sales funnel and then managing them through it. Salesforce also helps us manage all of our current client relationships, making sure they are informed of all product updates, company news, etc.
BrightTalk and Zoom we use for webinars and virtual events, vital of course over the last 12 months or so, once again the focus there is on current clients, reassuring them Nuix is as busy and active as ever and are there for them whenever they need.
Gaggle, Sharepoint, and Teams are more for internal use, Gaggle allowing employees to quickly and easily share company updates on social media, Sharepoint for all company templates, documents, etc, and Teams to communicate with each other.
What benefits does your B2B martech stack provide to your role at Nuix?
The beauty of marketing technology is it allows you to track, record, and analyze ROI very precisely. You can see how much website traffic a social post generated, how many people clicked a link in an email, how many registrations you got for a webinar. If you analyze it correctly, it makes devising strategy a lot easier as you can see what works and what doesn’t for your target market.
2020 saw many companies have to quickly reassess their martech stacks. What were the biggest changes, and how did you respond to them?
The biggest changes were around how and where people spent their working day. Instead of being at events, on the road, or in the office, they were at home. This meant they had time and were looking for a break from the repetitiveness of every day feeling the same.
We responded to this by creating ‘Nuix at Home’ a series of live and on-demand content that people could enjoy from the comfort of their home office. This varied from purely ‘work’ based activities such as product webinars and user group sessions, to fun activities allowing people a break, such as ‘Fitness with Nuix’ and cookery lessons.
All of these were delivered through platforms we had been using sparingly until that time without a dedicated focus. These included Zoom, SoundCloud, BrightTalk, MS Teams, and more.
The second change was how our sales and marketing teams went about demand generation. Instead of regular live events, we started attending several virtual events and using our existing marketing technology to generate leads for the sales team. We worked very hard on our Salesforce and Pardot integration to ensure we were regularly sending out relevant and engaging content, then nurturing any prospects through the sales funnel with timely updates and invitations to webinars, virtual roundtables, etc.
We invested in prospecting tools such as Zoom info for our sales team to identify contacts to speak to regarding Nuix solutions.
Do you see any of these changes as being long-term in how B2B marketing will work in the future?
I certainly think we have worked out what does work and we will see a rebalancing between more traditional marketing methods (live events, print ads, OOH advertising, direct mail), the digital marketing we are used to (PPC, SEO, Webinars, Social Media etc), content marketing, and a new type of outreach for demand generation.
All of the methods above will remain however I think we’ll see a bigger focus on the use of marketing technology platforms for building brand awareness, generating leads, and pushing them through the sales funnel. I think B2B marketing will almost become more ‘stealth’ like, in that lead generation will be harder to see, as it will all be done behind the scenes. Companies will focus on high-level PR to ensure people are aware of who they are and what they do but after that, you won’t see too much of their marketing activity.
In your experience, what are the essential components of an effective B2B martech stack?
An up-to-date and well-organized CRM is essential. You have to know how many contacts you have and as much detail about them as possible. Most essential is if they are a client or prospect, but other great information to have includes their job title, company size, vertical, and current technology they use.
Either as part of the CRM or integrated with it, you need a smart email marketing/marketing automation platform. It is still an effective way of introducing yourself/the company to prospective clients and if you have effective reporting in place it’s perfect for focussing your efforts on the hottest prospects. Prospects you can identify with the use of effective prospecting tools
Do you have any advice for B2B marketers when it comes to building and utilizing an effective martech stack?
Martech is essential now, if you aren’t using it you are turning up to a fight with both hands tied behind your back. The ideal solution is to have as much of the tech talking to each other as possible. You don’t want to be rekeying/re-entering data into several systems as things could get lost in the shuffle and you might accidentally add contacts who have unsubscribed, causing possible legal issues.
Technology is making a lot of sales and marketing admin work obsolete, which is a good thing, it allows us as professionals to concentrate on high-level strategy and tactics.
What have you found to be essential in developing an effective martech stack? Let us know on the B2B Marketing Alliance Community!