6 winning examples

of B2B brands using

martech to smash targets
Contents

Introduction 3

Martech implementation is no picnic, so focus on the people 4

Martech transformation/acceleration project of the year 6

Best use of martech for demand generation 10

Best use of martech for employee engagement 13

Best use of martech for live events 15

Best use of martech for ABM 18

Best use of marketing automation 20

2 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Introduction

Martech deployment is one of the toughest

challenges for B2B marketers – it’s costly,
time-consuming and rarely integrates easily.
The B2B Marketing Martech Awards
The winning campaigns featured in this guide show the 2019 in numbers
B2B brands that have managed to overcome these hurdles,
using their tech stack to deliver substantial ROI, new pipeline These exemplary case studies are from the
generation and higher engagement with both customers winners of B2B Marketing’s Martech Awards 2019,
and employees. which comprised…

Read on to discover how… ›› 25 winners and highly-commended runners-up

›› O2 drove more than £8 million of campaign-influenced ›› 15 categories

revenue by taking its approach to demand generation to
the next level. ›› 12 judges

›› HSBC’s US Commercial Banking constructed its tech stack ›› More than 200 guests.
to drive more than 1500 new prospects to its pipeline with a
50% reduction in cost-per-lead.

›› Baker Tilly used martech to unite 33,600 people in its 125

member firms globally around its new brand and vision.

›› Iron Mountain promoted its overhauled annual customer

event, increasing delegate numbers to triple figures.

›› Digital River increased funnel engagement with its target

audience by 907%

›› TMF Group used marketing automation to target new

customers in the US and Asia Pacific, delivering pipeline
ROI of more than 1000%.

3 Introduction 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Martech implementation is
no picnic, so focus on the people
Paul Snell,
Deputy editor,
B2B Marketing
A major theme of B2B Marketing’s Get
Stacked conference, which coincided
with the Martech Awards ceremony, was
the need to focus on people in order for
martech implementation to work
Recently I came across the acronym PICNIC, used by IT experts
when trying to solve issues for their colleagues. PICNIC stands
for ‘problem in chair, not in computer’, suggesting the user,
rather than the tech, is at fault.
This sprang to mind while taking in the presentations at Get
Stacked – The B2B Marketing Technology Conference. When
there’s so much focus on the tech, its features and its integration,
it’s all too easy to forget about the person who’ll be using it.
If I were to hazard a guess as to why that is, I’d suggest it’s
partly down to fatigue. Purchasing a piece of martech can be
so torturous (the multiple approvals, budget sign off, technical
integration, etc) that by the time you actually get it in front of
staff, you just want to get started.
In B2B Marketing’s recently published Martech Audit report,
18% of marketers cited staff changes and the need for
continuous changes as the biggest deployment challenge.
4 Martech implementation is no picnic, so focus on the people 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
The skills gap is also the biggest reason why organisations are
forced to rely on third parties such as agencies.
Martech implementation often comes in parallel with digital
transformation initiatives. In these instances the focus on
tech should really be secondary to the focus on people and
their objectives.
Take it from Paul Stevenson, head of marketing operations
and technology at O2 (one of the award winners profiled in
this guide). He says technology only accounts for 20% of the
change – the other 80% is down to process and people, and
how you can get them ready for that change.
O2 built its digital transformation on five pillars: data,
structure, people, process and reporting. Of these, two are
crucial, according to Rebecca Le Grange, managing partner
at Sojourn Solutions, the consultancy that assisted O2 with
its transformation project.
The first of these is data – in particular taking time to
understand what you have, what needs cleaning, and to
build your strategy with that knowledge. Many organisations
don’t do this upfront, causing problems later on.
The second is the firm’s focus on its people. “Martech and
any strategy around that is only as good as the people
you have in your team,” she says. “The investment in O2’s
marketing operations – building that team, making sure they
were trained, enabled and had an accountability – has been
so helpful.”
You can find out more about O2’s martech transformation
on pages 6–7.
Where to place your people focus
According to marketing operations consultant Simon Daniels at
Percassity Associates, there are three areas in which you should
concentrate when developing skills: platforms, digital and Agile.
When it comes to training staff on particular platforms, the
crucial thing is to ensure the training is specific, he says. “It’s
very easy to say ‘We’ll send you on a Marketo course, you’ll
be fine.’ Then they come back, and their version of Marketo
is customised, and doesn’t work exactly like it does out of the
box. It’s crucial that aspect of training is for you.”
Training is often an afterthought when the budget’s run over,
the implementation’s behind schedule and the pressure’s on to
start driving ROI. But there’s unlikely to be any significant ROI if
the time isn’t taken to support employees with how to use it.
When Baker Tilly was rolling out its new brand management
platform to 30,000 employees worldwide, it initially launched
it to 395 brand ambassadors so they could act as champions
for the system internally (see pages 13–14).
Simon’s second touchpoint, digital, encompasses best
practice techniques across digital marketing, social media
and web optimisation, ensuring staff are at the cutting edge
of these practices.
5 Martech implementation is no picnic, so focus on the people 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Some of this will be possible through training, but it will
also require the team to develop a mindset of continuous
improvement. This is the approach demonstrated by the team
at Iron Mountain, when they used tech to revamp its annual
customer event. The team took a serious gamble in the creation
of its virtual forum, as the company had not attempted anything
like it before. The event broke all internal records for delegate
numbers and contact acquisition, and raised the profile of the
marketing team (see pages 15–17).
As for Agile, Simon says this is more an overarching approach
to marketing, which feeds back into your approach to using
technology. It takes leadership and isn’t something people can
learn on their own.
Agile is a process methodology that was born in the
technology sector. It focuses on iterative development,
the ability to flex with changing requirements, and testing
and learning from mistakes. It’s a logical fit for a martech
implementation plan.
Change your mindset and get Agile
Agile has been embraced fully by marketers at bluechip tech
brand IBM, according to CMO Alison Orsi. While enthusiastic
about it, she also admits it required a complete mindset shift for
staff. The company conducted two quarters of Agile training,
both virtual and face-to-face, and 5000 marketers and 500
leaders have been instructed in Agile principles.
“We wanted to make sure teams worked with trust, openness,
courage and respect. I can’t recommend it enough as a way
of working. It’s so much fun, and we have teams falling over
themselves to become agile champions and encourage others
to do so.”
But she concedes it wasn’t the easiest of journeys, even for
a large multinational such as IBM and the resources at its
disposal. “The commitment we made to teams was that we’d
make them the best marketers they could be, giving them the
best skills for their careers. That’s attracting a whole new set of
marketers,” she added.
I hope the case studies included within this report will
give you the inspiration to think of your own martech
implementation in a different way – and to keep your people
at the forefront of the process.
Martech transformation/
acceleration project of the year
O2
Find out how O2 drove more than
£8 million of campaign-influenced
revenue by taking its approach to
demand generation to the next level
What do they do?
O2 provides mobile and fixed line voice and data services
to consumers, businesses and the public sector, as well as
hosted ICT and telephony services, consultancy and
managed services.
What was the challenge?
O2 uses Eloqua to engage with B2B audiences through
all digital channels – such as email, social, web, and paid
media. Its programmes focus on driving consideration and
demand generation. In early 2018, O2 Business’ mid-market
division kickstarted its project to take demand generation
to the next level.
Before this project, mid-market marketing campaigns and
comms were mostly executed through partners and agencies,
with little or no integration to O2’s systems. O2 wanted to
bring this work in-house. It was clear that would deliver cost
efficiencies and would also grant internal teams better access to
data, with an end-to-end view of demand generation and sales
process, ultimately delivering a better customer experience.
6 Martech transformation/acceleration project of the year
O2’s enterprise team was already successfully using an
Eloqua, Salesforce and Tableau ecosystem. Sojourn Solutions,
a martech and marketing operations consultancy, helped
O2 determine whether the same integration model would
work for mid-market. It was a chance to introduce a new lead
management process, reporting from lead to opportunity, and
with clear measures for campaign success.
The news from the enterprise team was inspiring: end-to-end
insight into the customer capture process, real-time integration
between marketing automation and CRM, cost savings, and
faster time to market. The O2 Business mid-market team
wanted that for their sales and marketing teams too.
Fast forward less than six months and it was a reality. O2
Business has aligned Eloqua, Oracle sales tools (Engage
and Profiler) and Salesforce. Huge volumes of mid-market
customers are prioritised into calling lists, with instant insight
into levels of engagement. Marketing qualified leads are
directed to the right person and team to follow up. Rejected
contacts are recycled for further nurture and remarketing.
Funnel reporting is instant and complete.
The sales teams immediately saw tangible improvements.
Just one week after the launch one contact went from lead to
contract-signing in just three days.
6 winning examples of B2B brands using martech to smash targets © B2B Marketing
What was the result?

In the first month the team was able to automatically

recognise two new closed-won opportunities through the
new end-to-end reporting capabilities in Tableau.

Before

›› Limited, manual ways to track marketing impact on the

pipeline and closed won revenue.

›› No automated process for qualifying leads in Eloqua.

›› Limited sales insight into customers, or what they were

engaging with.

After

›› Automatic data enrichment and contact unification.

›› Automated lead scoring in Eloqua based on profile

and engagement.

›› O2 able to control the parameters, with leads passed

to Salesforce.

›› Use of auto journeys to drive engagement and increase lead

scores until contacts reach the required threshold.

›› End-to-end campaign reporting available, from leads

generated to closed-won revenue, and leads closed
for nurture.

›› Increased segmentation capabilities through visibility of

lead/opportunity stage.

›› Stronger alignment across the sales and marketing teams.

The project quickly started to generate results.

In the second half of 2018, O2 was able to recognise more

than £8 million in campaign-influenced revenue from three
key campaigns, something that would not have been
attributed and reported against without the lead management
process in place.

7 Martech transformation/acceleration project of the year 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
How did they do it?
Understanding the audience?
The main audience were the mid-market sales and marketing
teams. In practice, there was great collaboration at a senior
level, which filtered down throughout the two teams.
It was easy to get everyone on board when they could see the
value of the programme. The results of the previous enterprise
programme were invaluable, particularly the quicker time-to-
market for campaigns and comms.
8 Martech transformation/acceleration project of the year 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
What was the solution?
It’s all done through a controlled and evolving integrated
ecosystem – from driving targeted demand gen activities to
governing and enriching data.
Eloqua was the lynchpin to gather, process, and score digital
and offline activities.
1. Online and offline. All digital campaigns are executed
and tracked here, plus other activities are recorded
using Eloqua’s external activities. The creative content
of integrated campaigns that are run and tracked
through Eloqua are adapted for each channel to achieve
the best impact.
2. Eloqua website tracking and forms. Eloqua tracks all
pages on the O2 Business website and underpins all web
forms, recording traffic and capturing form submissions.
3. Data cleansing. All data added or updated within Eloqua,
irrespective of source, is managed through the daisy chain
of programmes, designed to cleanse and append contact
data. If the scoring threshold is met, a record is passed
to Salesforce for further qualification by telemarketing
or sales.
4. Salesforce integration. This is the gateway to other
departments at O2 that interface with customers, such
as telemarketing and sales. Marketing has access to
intelligence captured during other teams’ conversations
with customers, and see campaign history and
customer interests.
Salesforce integration
The daisy chain series of cleansing and normalisation
programmes update contacts to ensure that only high quality
records reach Salesforce. It’s always running to process details
captured in a timely manner.
Tableau
The BI tool for reporting and insight pulls in information from
Eloqua, Salesforce and other sources. O2 currently tracks
campaign, email, website and form performance, as well
as lead status progression, campaign ROI and marketing
influenced revenue against KPIs.
Oracle sales tools
1. Engage. Contacts from Salesforce flow through to
the Engage platform to allow sales to send additional
marketing material to their contacts. Each mail is tracked
using Eloqua code and contributes to the Eloqua lead
score model.
2. Profiler. Profiler is accessed via Salesforce and Engage
allows sales to see a real-time view of the contact’s
engagement level.
Deployment followed the existing enterprise model, with
adjustments to both the technology and processes to
account for the way mid-market teams and customers work.
A staged rollout allowed O2 and Sojourn to verify the process
was fit for purpose, and also allowed the marketing operations
team to train salespeople in manageable groups, for
maximum engagement.
9 Martech transformation/acceleration project of the year 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Deployment timeline
Enterprise trial period go live: June 2017
Contact Washing Machine (CWM) – Practice and business area
look-up updates: October 2017 and May 2018
Mid-market phase one rollout kick-off. Eloqua programme
updates and Salesforce workflow rule additions to support
mid-market customer trial teams and acquisition teams: June –
October 2018
Roll out to acquisition telemarketing resource: November 2018
Stakeholder calls and meetings were scheduled at weekly
intervals, allowing decisions to be made with the agreement of
all teams involved.
The project was deployed within budget, and that success led
to additional budget to roll the process out to a wider team.
“It’s great to get sales and
marketing aligned and
recognise the success we’ve
achieved, especially with
marketing technology right at
the heart of the change”
Jacqui Holland, Eloqua marketing manager, O2
Best use of martech for
demand generation
HSBC by Stein IAS

How did HSBC Commercial Banking in

the US construct its tech stack to drive more
than 1500 new prospects to its pipeline
with a 50% reduction in cost-per-lead?
Read on to find out
What was the result?
HSBC’s changes have been profound. It has initiated a mindset
shift in an organisation that had historically spent a lot on
(above-the-line) marketing and yet disrespected marketing for
not delivering tangible results.

Who are they?
HSBC Commercial Banking connects businesses to
opportunities, helping it to thrive and grow. HSBC CMB US
works with a wide range of customers, from small enterprises
to mid-market companies and large multinationals, providing
it with the tools to function efficiently: working capital, term
loans and acquisition or project finance.
What was the challenge?
HSBC’s key challenges included:
›› Driving demand at the far higher levels required to pivot to
its growth strategy.
›› Adapting global marketing strategy and thought leadership
narratives for local relevance.
Now, there is balanced brand and demand activity, driven by
the fact that the demand engine is delivering. Business unit
leaders are embracing marketing as never before. Relationship
managers – the sales organisation – is benefitting from
marketing in a more meaningful way.
Improvements included:
›› 47% unique click-to-conversion rate (email clicks to form fills).
›› 1500+ (annualised) new-to-bank prospects in the pipeline.
›› 50% reduction in cost-per-lead.
›› Significant increase in marketing budget (headcount, media,
martech, agency services) based on the demand engine
‘proof of concept’.

›› Identifying vertical and geographic markets with the greatest

concentrations of likely-to-convert prospects.

›› Building a strategic tech stack with speed.

›› Applying best practices to mitigate the risk of building a

demand engine on-the-fly.

10 Best use of martech for demand generation 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
 E-GUID
How did they do it?
EMAILS
Understanding the audience?

Mid-market businesses (with annual revenue from $50

million to $2 billion). Key sectors include technology, retail,
professional services, and food and beverage. Decision-
makers include CEOs, CFOs, treasurers, comptrollers and their
influencers (i.e. accounting firms).
6 financial considerations
for growing your
What was the solution? technology business
LANDING PAGE
As its starting point, HSBC and its agency Stein IAS developed
more than 70 demand gen/martech use cases, then winnowed
these down to the 11 most important use cases to drive martech
and go-to-market roadmap development.

These included activating intent data; building a buyer

journey aligned content strategy; personalising the customer
experience; tracking digital body language; improving CPL
efficiency; increasing top-of-the-funnel and through-the-funnel
lead velocity; activating lead scoring with a predictive overlay;
activating intelligent nurtures; activating account-based scoring
and ABM; measuring brand consideration lift on demand; and
attributing pipeline to marketing activity and investment.
Category name: Best use of martech for demand generation Campaign name: Pivot to Demand
The agency then conducted an Eloqua platform audit, reducingCategory
Thisnumber(s):
ambitious20 and complex approach required quality thinking
Brand: HSBC
total contacts to engaged, viable contacts; developing and execution by HSBC, Stein, and HSBC’s new media agency
Contact: Suzanne Torr Agency: Stein IAS

tested and optimised email and landing-page templates; PHD in a very short timeframe. The demand engine launched as
implementing explicit/implicit lead scoring and gating planned and over-delivered against goals.
strategies; implementing demand funnel tagging, progressive
profiling and automating data transfer across systems (to/from One of the bank’s key vertical markets is technology –
the sales organisation). Importantly, pipeline definition was specifically successful mid-market companies that are seeking
codified in collaboration with the sales team. more sophisticated banking facilities and solutions to drive
growth, especially expansion internationally. For the first time
In parallel, waterfall mapping based on required MQLs and (and as a framework for other sectors to follow), Stein IAS
SALs helped establish budget and activity levels. Strategic developed a sector-specific, fully integrated demand gen
insights around customer needs/wants fed the development campaign intertwining hyper-relevant content with highly
of content and creative. Always-on planning interconnected targeted media – connecting to specific landing experiences
search, social, website, landing pages, content syndication, and web content.
nurtures, remarketing and demand funnel. Campaign
planning interconnected media, search, social, campaign
hubs and buyer journey aligned content. (Of note, the media
and retargeting approach leveraged CRM and marketing
automation data – the invaluable intersection of adtech and
martech). Measurement reporting technologies and cadences
were put in place.

11 Best use of martech for demand generation 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
 This concept was titled ‘Finance Your Way Forward’. The
content – and the entire connected experience – was aligned
to the buyer journey and based on deep insights into the
needs and wants of the market, for example:

›› Help in managing rapid growth – opportunities and risks.

“Looking back, I’m not quite sure
›› Advice on entering international markets successfully.
how we did it, but we did. What
›› Nurturing growth by consolidating existing I am sure about is that Stein IAS
international presence. made it happen. Great knowledge
An ongoing feedback loop enabled optimisation of all of martech and demand gen.
campaign levers (media, messaging, CTAs, landing pages, Great command of best practices
web content/engagement, retargeting etc).
from multiple engagements across
Learnings from this informed subsequent campaigns as well industries. Where once we had no
as other vertical campaigns (i.e. fashion and apparel) and
geo-focused campaigns. meaningful emphasis on demand
generation, let alone a demand
E-GUIDE engine, we now have both.”
Angela Ceccarelli, head of marketing, commercial
banking and global banking and markets, HSBC

AGE

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12 Best use of martech for demand generation 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
 Best use of martech for
employee engagement
Baker Tilly International by Brandworkz

Hear how Baker Tilly used martech to
unite 33,600 people in its 125 member
firms across the globe around its new
brand vision
Who are they?
Baker Tilly is one of the world’s leading networks of
independently owned and managed accountancy and
business advisory firms. The network employs 33,600 people
within its 125 member firms, in 746 offices across 147 territories
globally. Combined revenues in 2018 were worth $3.6 billion.
What was the challenge?
Member firms had frequently retained their own brand
identities or original trading names after joining the network, or
had adopted local variations on the Baker Tilly brand name.
This not only led to confusion from a customer perspective,
but the fragmented identities were preventing employees
mages
from feeling part of the same business. Even simple things like
est use of Martech for Employee Engagement
easily sharing documents and brand assets globally were not
workz possible, precluding collaboration and not allowing firms to act
Tilly International
as one team.
Baker Tilly needed to find a way to facilitate smooth adoption
of (and ongoing engagement with) the new brand. IT wanted
to create a forum that would empower both marketers and
non-marketers from every member firm; allowing them to
collaborate and share best practice, providing support to
teams of all sizes and helping them to realise the many benefits
of working in a much more cohesive manner.
What was the result?
The Brandworkz portal has engaged employees throughout
the business, with one user commenting that it “reflects
the innovation and transformation occurring within”. From
November 2018 when the portal went live, there have been
over 15,000 downloads via the system.
It is intended the portal will become a key collaborative
marketing platform within Baker Tilly, allowing the team to
share global best practice and thought leadership, and to
develop shared campaigns. Ongoing ROI will be seen through
engaging employees to act as a more unified team, leveraging
collective budgets more effectively by working together.
ROI will also be realised through the significant competitive
advantages that this elevated market positioning confers.

To address this, the business took the strategic decision to

align all member firms under one single, global trading name
of Baker Tilly. In support of this unified representation, a new
visual identity was developed to reflect the business’ growth,
to signify their cohesive network, and to underpin its renewed
purpose and positioning of ‘Now, for tomorrow’. The brand’s
logo, colour, fonts, imagery, and the applications in which they
reside all evolved as part of this project.

13 Best use of martech for employee engagement 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Accompying image: 2.2.1 Baker Tilly Beijing Launch
How did they do it?
Understanding the audience?
The new brand and global vision would impact all 30,000
Baker Tilly employees. Initially, the new platform was
launched to 395 brand ambassadors from member firms –
including marketing leaders, as well as key regional CEOs.
These ambassadors would act as champions to ensure
views from throughout the network were fully represented.
Given the international nature of the business, any viable
solution would need to offer multilingual capabilities to
maximise engagement.
“The system and the way it
was implemented was so
easy. For me personally it’s
been such a massive benefit”
Jo Luck, brand manager, Baker Tilly
14 Best use of martech for employee engagement 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
What was the solution?
Baker Tilly was looking for a true brand management SaaS
platform to facilitate seamless adoption of the new brand as
well as to allow ongoing collaboration and sharing of marketing
collateral, campaigns and thought leadership.
Following an extensive research process, three alternative
software solutions were selected as a shortlist. This included
the final selection and solution deployed, the Brandworkz
platform, which was recommended by BrandPie, the design
agency responsible for the creation of the new identity.
The brand portal was deployed and launched over four key
stages in 2018:
1. System set-up and population: June-August
2. On-boarding programme for brand ambassadors:
August-October
Accompanying Images
3. Internal21
launch at use
BakerofTilly World Conference, and
Category: - Best Martech for Employee Engagement
internal comms
Agency: Brandworkz to all employees: 31 October
Client: Baker Tilly International
4. Adoption of and engagement with new brand across all
member firms: December-January 2019.
Accompying image: 2.1 BakerTilly Brandworkz Portal
Best use of martech for live events
Iron Mountain
Discover how martech helped Iron
Mountain promote its overhauled annual
customer event, increasing delegate
numbers to triple figures
Who are they?
Iron Mountain is dedicated to storing, protecting and
managing information and assets. From critical business
information to geological samples, works of fine art to original
recordings of treasured artists, customers rely on it to protect its
value and help unlock the customers’ potential.
What was the challenge?
The Iron Mountain Western European business has historically
hosted an annual customer event, which was a face-to-face
event taking place over two to three days in a different city each
year. The event was typically attended by 10-20 customers,
often the same each year, required months of planning and a
considerable effort to obtain attendance.
Feedback following the 2017 event found senior leadership
had doubts about the value of the event, the cost/benefit ratio
and wanted to engage with more customers. While customers
enjoyed the content, time and travel were an issue.
15 Best use of martech for live events 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
The marketing was challenged to propose an alternative
that would:
›› Deliver more value to more customers, focusing on
education, industry trends and thought leadership.
›› Make it convenient for customers to participate.
›› Expose customers to the full Iron Mountain portfolio.
›› Showcase Iron Mountain’s commitment to innovation.
›› Be efficient with the use of resources.
The team proposed a virtual forum, which became the first and
most comprehensive international campaign Iron Mountain
has ever run. The campaign targeted both customers and
prospects, covered the full Iron Mountain portfolio, elevated
current customers and their success stories, and deepened
customers’ relationships. It also provided attendees with the
thought-leadership and best practice sharing platform, and for
Iron Mountain it increased brand awareness and supported
brand perception change, which led to demand generation.
The Physical Meets Digital virtual forum was a free and fully
online event, running over four weeks, consisting of 16 English
sessions and an additional six sessions in French, German
and Dutch. Sessions were led by Iron Mountain thought
leaders, industry experts, and customers who wanted to
share their story, and were educational in nature. To ensure
the forum had a personal and collaborative feel, despite
being online, sessions included live polls and Q&A with the
speakers. The large scale of the event allowed Iron Mountain
a broad promotion with significant reach and exposure,
driving awareness as well as new leads and new business
opportunities.
How did they do it?
What was the result?

This campaign was the first of its kind for Iron Mountain, and a
very ambitious concept for the western Europe team. Externally
the campaign has significantly improved brand awareness and
online presence. The number of LinkedIn followers has grown
by 100%. Internally, it has raised the profile of the marketing
team across the business, and has also significantly improved
internal cross-departmental collaboration and alignment.

Internally, all contributors for this campaign were nominated for

the Iron Mountain ‘Play to Win’ award. It’s also received great
customer feedback and a 98% content satisfaction rating on the
post-event survey.

Attachments
Almost 50% of registrants were newly acquired contacts.
Also, in comparison to the face-to-face event it has delivered
more than 700 participants, where the physical event gathered
15 on average.

Understanding the audience?

The audience were senior leaders, risk and information

management professionals, information security professionals,
IT infrastructure professionals, line of business heads:
finance, accounts payable, HR, contracts; senior compliance
professionals, real estate and facilities professionals in mid-
market and enterprise level companies, across all industries in
Western Europe.

16 Best use of martech for live events 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
What was the solution?

Iron Mountain needed a platform to host the event that was
compliant, reliable, easy to use, cost-effective, and accessible
to a global audience, and supported video function.
Integration with Eloqua was also a requirement. It used four
martech solutions to achieve its goal.
›› Eloqua was used for campaign canvas workflow (two
primary, three additional for localised promotion), email
invitations, confirmation emails, blind forms used for tracking
session ‘registration’, lead scoring and updating lead
records with activity/attendance information, capturing
registration and address (for gift delivery), weekly kick-off
and summary emails to registrants, final follow up and a post-
event survey.
›› Webinar platform Zoom was selected to run all sessions.
It is a feature-rich platform, enabling a high degree of
collaboration; also extremely cost-effective. It hasn’t been
used by the company before; the deployment was led by
the project lead and marketing automation team. It is now
being used company-wide.
›› Sitecore was used to host event pages.
›› Salesforce was used for campaign performance tracking
and reporting, and one-to-one email templates for sales
outreach and follow up.

Eloqua was in use prior to the event but never to such

capacity and complexity of the workflow to accommodate
different audiences, languages, sessions and the length
of the campaign. The deployment was run by the internal
marketing automation team with local marketing, and
“I cannot overstate how
internal web teams. incredibly proud I am of this
team, their big idea, and
what they’ve accomplished
with it so far. Their hard work;
willingness to put themselves
out there for the sake of the
customer and the business”
Director, regional marketing, Iron Mountain

17 Best use of martech for live events 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Best use of martech for ABM
Digital River by Agent3

Discover how Digital River increased funnel

engagement with its target audience by
907% using tech to improve segmentation
and personalisation with key accounts

Who are they?

Digital River powers digital commerce around the world for

global brands in any currency in any country. Its advanced
commerce cloud, flexible integrations, monetisation tools and
global services are set up to give online businesses an edge
and risk-free entry into markets worldwide.

What was the challenge?

The company wanted to build an effective, tailored outreach

strategy to effectively reach its target audience in EMEA. The
UK team required greater insight and support to develop
their knowledge of target accounts and to develop tailored
marketing strategies, drive engagement and, ultimately, sales.

What was the result?

Digital River has had a 907% increase in top of funnel

engagement since the start of the programme. It also noticed
an increase in the level of onward engagement from acquired
contacts receiving a fully personalised experience via Marketo.

Ultimately, it achieved increased engagement leading to a

stronger EMEA pipeline of key accounts.

18 Best use of martech for ABM 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
How did they do it?
Understanding the audience
Targeted groups were white-space accounts: manufacturers,
software producers and consumer technology companies with
a need to develop their global expansion, subscription model
or direct-to-consumer business.
What was the solution?
Agent3 scoped the martech solutions required to execute
the campaign end-to-end; maximising Digital River’s
current martech stack and implementing additional
technology infrastructure.
Using the Agent3 Platform, sales teams were provided with
regular intent reporting, empowering them with insight
to inform their social selling activities and offline account
engagements. This information was generated based on the
intent-driven insights from monitoring their SAM list within
the platform.
The tools available within Digital River’s existing Marketo
subscription were used to build segmentation profiles for each
target account and industry-based cluster, forming dynamic,
personalised landing pages. These were delivered through
ad activity and email communications and through a series of
nurture programmes built for each business model framework.
Marketo syncs with Salesforce, the CRM solution where all
Digital River’s sales-based activities are managed. By triggering
a series of interesting moments and alerts based on the
behaviour from the contacts acquired through campaign
activity, aligning marketing and sales more closely.
LinkedIn and Google were used to target the account audience
with ads – displaying a combination of DSC, carousel and
video formats promoting Digital River’s assets. Another lead
acquisition source was their Launchpoint service; Marketo
integrated LinkedIn Lead Gen forms.
LinkedIn Sales Navigator was used to embed social selling
activity. The Agent3 Platform informed a plan of timely, relevant
and resonant social content for the sales teams to distribute
through their social networks, reinforcing the solutions that
Digital River could provide.
19 Best use of martech for ABM 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Email verification platform Kickbox was integrated with Marketo
in the later phases of the campaign to ensure the validity of
leads’ email addresses generated through our campaign
activity (so not deemed as spam), increasing deliverability of
our campaign content through email.
In the initial phase of the programme, existing content was
reused and tweaked to introduce smarter top of funnel account
targeting. As Marketo experts, Agent3 helped Digital River
create email nurture tracks to drip-feed acquired contacts
relevant content based on their engagement. Agent3 also
implemented a lead scoring programme that tracked both
demographic and behavioural data and escalated leads to the
sales teams for follow-up once they reached MQL status.
The initial programme was expanded after 12 months into a
full one-to-one ABM programme for key accounts (in EMEA).
Digital River followed a similar methodology, with insight at
the core, supplemented by fully personalised, high-quality
pieces of content designed specifically for their stakeholders’
interests and pain points. This required a multi-channel
approach, with fully personalised one-to-one content assets
produced by Agent3 and activated into key decision-makers
at target accounts using digital advertising channels. This was
supported by dynamic content on Marketo landing pages,
which ensured all website visitors from the ABM accounts
received a fully personalised end-to-end experience with
Digital River. All supported by intent-driven social content for
sales to share across their own social channels based on the
insight and research from our intent reporting on Agent3’s
purpose built platform.
“The Agent3 team are always
supportive, collaborative
and responsive and really do
feel like a member of Digital
River’s own marketing team”
Dafni Kontodima, marketing programme
manager, Digital River
Best use of marketing automation
TMF by Really B2B

Learn how TMF Group used marketing

automation to target new customers in the
US and Asia Pacific with targeted content
Who are they?

TMF Group is a global provider of HR and payroll, accounting and

tax, corporate secretarial, global governance and administration
services for companies looking to expand into new geographical
regions. It operates in over 80 jurisdictions providing 15,000
clients, of all sizes, with on-the-ground compliance and
administration services so they can venture further.

What was the challenge?

TMF wanted to increase its presence with US and Asia-Pacific

multinationals. It worked with 40% of the Fortune 500 but
wanted to target the remaining 60% while gaining a wider client
base in both regions. Additionally, it needed to drive awareness
of its wider service portfolio within its existing client base.
Historically, TMF had relied on inbound web leads and word-
of-mouth referrals due to its strong brand awareness and market
presence. Its digital marketing approach was restricted to single
email broadcasts, combined with a large amount of manual data
management. It wanted to use new demand-gen capabilities
and technologies, combined with a newly created US and
APAC-based inside sales team, to grow its client list. All while
capitalising on its existing client database at the same time.
TMF relies on many software platforms to support its sales and
marketing functions. The initial challenge was aligning these
platforms to get a single customer view of the database, the
behaviour of the leads and customers across all channels.
TMF had a large volume of well-produced content readily
available for prospects. However, this was not being served
based on a prospect’s specific pain-points or their position in
the decision-making process.
What was the result?
The MA programme has allowed TMF to grow from relying on
pure inbound to having a dynamic, inbound and outbound
lead generator. Taking into account the campaign spend on an
annual basis. The pipeline ROI it delivered hit 1261%.
Due to the platform and setup investment, which was part of
the initial campaign in 2017, and the sales-cycle for early leads
coming to fruition, that ROI should only increase for 2019.

20 Best use of marketing automation 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
How did they do it?
Understanding the audience
“The team at Really B2B are
To demonstrate a deeper understanding of the decision-
makers, detailed persona research was undertaken through professional, focused on providing
online surveys, desktop research and telemarketing. a brilliant customer service and
Challenges identified were:
continuously add value to the marketing
›› VP HR: Business growth, cost control, staff retention, automation campaign. The knowledge,
knowledge gaps, lack of skilled resource, making an impact.
passion and expertise continues to
›› Accountancy and tax decision-makers: Understanding increase and the campaign is going
and complying with international market legislation and from strength to strength.”
regulations, business agility.
Kate Duffy, director of campaign marketing, TMF Group
›› The c-suite: Business growth, operational excellence,
speed of implementation, complying with local regulations,
streamlining operations.

What was the solution?

To combat the challenges outlined, a marketing automation
(MA) strategy was devised and composed into a business
case, which was used to prove concept to TMF’s marketing,
operations, IT, executives and board-level decision-makers.
Marketo was chosen due to the platform’s complex data
management tools, proven track record with API integrations
with other technologies, and the robust and fully-featured
campaign delivery capabilities to support a range of marketing
activities. Additionally, due to Marketo’s powerful results tracking
and reporting, it was deemed the perfect fit to demonstrate the
success of the approach and calculate ROI and results effectively.
Using Marketo’s powerful customer engagement engine
combined with stacked default programs, allowed the
targeted email communications to be mapped back to the
detailed segmentation.
A content strategy was created using TMF’s existing
content catalogue, overlaid onto the micro-segmentation.
Content was also matched to the prospect’s stage in the
sales funnel and served to those in the key research stage,
based on their buying signals and digital behavioural footprint.
These leads were then fast-tracked to more sales and
service-driven messaging.
This has been achieved using a comprehensive lead scoring
model to capture and score all behaviour, from all marketing
channels, and use the associated score to enter the relevant
contacts into the right stage of the nurture journey. This ensured
that TMF did not miss the vital buying window within which the
prospects were sitting.

Innovative functionality pushed the boundaries of capabilities

and allowed TMF to achieve the full scope of their goals,
without limitation. Additional data identification programs were
created to cross-reference email domains against a constantly
updated FTSE 500 company list that allowed even further
tailored messages to be served across all micro-segments.

21 Best use of marketing automation 6 winning examples of B2B brands using martech to smash targets © B2B Marketing
Contact us

B2B Marketing
Clover House
147–149 Farringdon Road
London
EC1R 3HN

Tel: +44 (0)20 7014 4920

info@b2bmarketing.net
b2bmarketing.net