Merkle B2B presents the first episode in our 4-part series “Demand Generation Connected”. In this first episode, Merkle B2B Chief Strategy Officer, Simon Calvert, and Senior Account Director, Shirran Postlethwaite, start where every demand generation programme should; in market research.

They discuss the latest findings from the largest research study of B2B buyers, The Superpowers Index, and think ahead to how brands can use this data as a playbook for creating relevant and powerful customer experiences that drive demand.

In this conversation we cover the following topics:

• How to keep tapping into your audience to understand their needs, challenges, and preferences

• Which 6 elements are vital to build high quality brand experiences, and the phenomenal business outcomes of getting this right

• The increasing importance of connecting with individual decision makers, and how to create personalised, relevant customer experiences in the right context

DEMAND GENERATION CONNECTED: UNLEASHING B2B SUPERPOWERS FOR GROWTH

Merkle B2B presents the second episode of our 4-part series “Demand Generation Connected”; your blueprint for building best-in-class demand generation experiences.

In this episode, host Henry Neathey is joined by Head of Programmatic, Data & Analytics, Tim Lamble, and Senior Director of Customer Strategy, Caitlin Olmsted, to discuss how to set your teams up for full marketing-to-sales success.

The key is to build connected experiences all the way from paid media activation, to nurture, right through to sales enablement, and in this episode, we’ll find out how.

In this conversation we cover the following topics:

• How to adapt with changing consumer behaviour in B2B, and what technology you need in place to be able to act on meaningful insights from real-time behaviour

• Maintaining the complexity of B2B journeys, while delivering connected experiences across all touchpoints within complex organisational structures

• Transitioning from Account-Based Marketing to Account-Based Experiences, and the role of marketing automation in powering intent-led experiences

• Tips for marketing and sales alignment to ensure a consistent customer journey

DEMAND GENERATION CONNECTED: BRIDGING THE GAPS FOR SEAMLESS CUSTOMER EXPERIENCES

Merkle B2B presents the third episode of our 4-part series “Demand Generation Connected”; your blueprint for building best-in-class demand generation experiences.

In this episode, host Henry Neathey is joined by Head of Content Solutions EMEA & LATAM at LinkedIn, Jonathan Palmer, Global CMO at Mediaocean, Aaron Goldman, and Head of B2B Performance Media, VP at Merkle B2B Laura Pierce, to discuss what great media agency partnerships look like and how cross-collaboration builds momentum in demand generation experiences.

In this conversation we cover the following topics:

• The importance of tapping into partners’ key capabilities and insights around your team and working together towards a common goal

• Pivoting from a one-size-fits-all events led strategy, to crafting personalised and connected experiences across a wider digital and 3rd party platform environment

• How to make sure every single touch of content is driving action and building brand recognition across your customers’ network

• Maximising the value of your first-party data while moving away from traditional lead capture tactics

DEMAND GENERATION CONNECTED: AMPLIFYING CUSTOMER EXPERIENCES

Merkle B2B presents the final episode of our 4-part series “Demand Generation Connected”; your blueprint for building best-in-class demand generation experiences.  

So, you’ve started generating demand, what’s next? It doesn’t stop at data capture. In this episode, host Henry Neathey is joined by Merkle B2B’s Senior Manager of Client Services, Brad Yost, and Senior Director Analytics, Anto Inigo, to discuss the role of analytics to help inform what should happen post-demand generation and how to report on it.  

In this conversation we cover the following topics:  

• What elements and integrations you need to have in place to be able to accurately measure the ROI of demand generation strategies  

• Real examples of actions-based nurture programmes that increase the pace of engagement using personalised and relevant touchpoints  

• Why marketers should be held accountable for core business revenue metrics and more than just channel performance indicators  

• How to clearly define SLAs with marketing and sales and create an effective feedback loop between the two teams  

DEMAND GENERATION CONNECTED: HOW TO DRIVE ROI POST-DEMAND GENERATION WITH ANALYTICS