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To serve up our revenue driven marketing ecosystem we must be bullet proof in several key disciplines. We need to be able to begin in the beginning and end delivering business results. In the middle it is critical that we perform at the highest level through the continuum of marketing services. Following is an outline of the five core capabilities we bring to the table to empower a holistic approach from brand to activation.
ANALYSIS
The digital transformation can’t come without analysis. The strength in digital lies not only in the ability to target the audience but also the data that can be captured. Our team makes sure we are capturing, cleaning and analyzing the right data from many data sources to better determine the B2B marketing plan performance, optimize it, attribute the activities and gather insights. Beyond campaign results, we look at business results in the client’s revenue driven marketing ecosystem.

 

B2B Marketers are being held more and more accountable for their efforts and their budgets. They need to prove marketing is an investment and not a cost. They’re also increasingly tasked with enhancing the customer experience across all touch points. That requires our more data-driven approach and an increased use of predictive scoring, ABM, personalized experiences, smart email usage, and cloud based data warehousing.

 

It’s a tall order and we’ve built our B2B marketing services to align with those challenges. We provide a full funnel view of our clients businesses with one login. Our dashboards report on pipeline, lead sources, campaign/content effectiveness, revenue, funnel rates, and more. We can even drill in and get granular views of data sets from large swaths of data sources.

 

Analytics is the cornerstone of our entire culture. Without it, we’d be spinning our wheels trying to get insight and performance and we’d fall short of our clients’ goals. We take an analytics-first approach for any project or campaign and ensure data sources are identified and pulled into our revenue driven B2B marketing ecosystem.

 

And then we measure everything! From campaign metrics to business metrics. We look at conversions and conversion rates – measuring inquiries to MQL to SAL to SQL. We look at velocity within the sales stages to build strategy for shortening the duration in each stage. We look at revenue, cost per MQL, cost per SQL, Win Rates, etc., to determine how much of that revenue was driven by marketing efforts and to calculate ROMI.

Analytics Services

 

Funnel diagnostics
Identify bottlenecks and understand audience characteristics and content engagement around those bottlenecks to help improve flow.
Data cleansing and enrichment
You know the old adage: Garbage in, garbage out. We can neaten yours up.
Tag management
This may be basic blocking and tackling but it’s crucial to ensure you’re capturing relevant data. Tag and measure!
Attribution modeling
Measure the ROI of content, distribution, nurture, etc. From first click, last click, and all the models in between.
User Experience (UX)
Aesthetics can be subjective. User experience is not. Can visitors easily find what they’re looking for? Does it adapt to the device they’re using? Does it represent the brand well?
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BRANDING
It’s been a disruptive decade to say the least. Media, retail, lending, autos, and even government currencies are being disrupted. Enhanced user experiences, lower fees and land grab loss-leading business models are killing off well-established businesses. Businesses must either evolve or fade. Traditional models must be constantly reconsidered.

 

In this challenging environment ambitious, growth oriented and forward looking leadership will embrace the concept of brand evolution at their core. Brands that rely on the status quo, the way it’s always been done, will face a critical decision. Do we stall out and expect things to just get better, or will we reinvent and have the courage to climb for the competitive high ground? Will we ask ourselves the tough questions: Are we still relevant? Is our vision still valid? If we did embrace change, what would that look like? And what are the steps we need to take to optimize our position in the minds of our audiences and get ahead or stay ahead of the competition?

 

Similarly, start-ups need to approach this fast-moving current with an eye on the Red Queen Principle. This is the idea that as we work to seek a competitive advantage, all of our competitors are also doing the same. So we need to work twice as hard if we desire to surpass them and take the lead. Organizations that are the most flexible and adaptable to changes in the environment will win out in the end – at least according to Darwin. So let’s assume your organization is ready to evolve. When a brand development or evolution program begins there are some key steps we elevate that serve to enhance the opportunity for a truly disruptive and breakthrough shift.

 

Digitent is all about results and we don’t see results without making an impact on the business. And pushing a branding effort over all of the internal hurdles to achieve business results takes experience, resolve, creativity, a well-designed process and rigor. All mashed together. Step one is to establish the win. What does winning look like and what will we expect to get out of the new position? Step two is to gain management buy-in at a high level. The program must be sanctioned from the top down if real change is to occur. Step three is to recruit our advocates from all areas of the enterprise. We must work past silos so that our brand shift will be adopted and implemented in every corner of the company. Step four is to establish the decision maker. Is it the CEO, CMO, the board?

 

Design by committee is suspect at best. We need an internal driver and an internal owner. In a complex business with many stakeholders people need to feel they have participated, but avoid the swirl caused by trying to please all. Step five is to take the leap. Many large initiatives are derailed before they can get out of the gate due to inertia or uncertainty, but the well-conceived branding initiative itself will deliver the certainty and create the momentum that is needed. So let’s get started.
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STRATEGY
It’s a process of discovery and an eye-opening process it can be. We really can’t develop a b2b marketing strategy without a deep understanding of the target. The best insights are most often found by harvesting data from client’s existing systems. Our strategic offerings include a deep dive into existing CRM and Marketing Automation systems to identify and segment key audiences – industry, size, title, accounts and where are possible touch points in the funnel. And if the systems or processes are not gathering key data, we’ll recommend how to restructure them to collect it moving forward, capturing the right data at the right stages to properly measure and optimize performance.
 
Proper segmentation drives more effective b2b marketing solutions including account based marketing and personalization of content and messaging. Our teams pull available syndicated research and design primary research to dig deep into the audience perceptions and the competitive landscape. Beyond audience segmentation, our team also offers the ability to explore and build out the Buyer Journey and map content against it to identify gaps and recommend adjustments.
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CREATIVE / CONTENT
“Data driven” is the story embraced by the Digitent creative and content teams. The unique aspect of our brand of creative is that it will connect across the spectrum of our B2B marketing services from data analysis through the brand strategy filter, and deliver against specific project criteria. It is the job of creative to execute content that is engaging, powerful, entertaining, funny, beautiful or otherwise designed to empower the brand to gain the attention of the busy B2B target audiences – while being flexible enough to respond to analytics and learning in optimization of planned media channels.

 

At Digitent our heritage of media in the lead compels us to push creative through our refined strategic requirements, while never sacrificing our vision for the brand and for the work. At times another agency might do some great creative and then present strategy to justify it (say it ain’t so) and “sell” the idea, which then finds it’s way to the award shows.

 

Being independent, Digitent requires more of our creative and content teams. We must be on point on all aspects of creative performance to deliver the best B2B marketing campaigns and content, most importantly overcoming the typical agency silos to ensure that the strategy will reach the audience. This rigor will enhance overall B2B marketing plan effectiveness and support real time directional tweaks as the data dictates. Putting the client interest ahead of any other considerations, the ultimate award for our creative team is performance.

 

While many of Digitent creatives have come from the advertising world working on global brands in B2B and B2C, they have evolved to the digital and social content environments and are an energized group of visionaries, dreamers, artists, writers, and idea people. We understand creatives are the ones who get to have the most fun. They’re people you want to hang out with. They give us a wonderful edge. But they take their responsibility very seriously and are bought into our model of performance and results. There is no success without smart creative and the Digitent marketing ecosystem is designed to empower creative performance at the highest level from branding to distribution.
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ACTIVATION
Clients can either fight or embrace the digital transformation around them. We seek out ambitious, sales driven firms to take full advantage of the digital environment. The audiences are consuming much of their information digitally – using digital to research firms, its offerings and forming opinions, hopefully positive, about them. 70% of sales decisions are made BEFORE reaching out to a sales executive. A strong b2b marketing plan must include an effective digital experience. Our offerings include the best ways to locate and reach the targets, engage them, nurture them and ensure their experience is positive, that our client’s brands are considered and that these targets are qualified, including:

 

. Lead generation strategies and executions
. Media planning and execution
. Website and landing page development
. Compelling content strategy and development personalized for engagement
. Integration into Marketing Automation and CRM systems
. Tagging and tracking for attribution through lead scoring and conversion
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