'Don’t just sell a product - use content to establish yourself as an authentic thought leader,' advises AdDaptive Intelligence's Laura Goldstone

Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, and an MBA graduate is an accomplished, creative, and strategic marketing leader with a proven ability to develop and implement integrated marketing and communication strategies. We had the opportunity to explore her expertise in elevating brand identities through correct messaging that addresses the customers' pain points. Read on to find out how she leverages analytics and sales communication when creating marketing campaigns that work for AdDaptive Intelligence.

The best way to personalize content is to use audience insights and deliver the right message at the right time through the right channel.

MEDIA 7: What key factors do you consider when creating and developing a communications strategy?
LAURA GOLDSTONE:
When crafting a marketing and communications strategy, I start by connecting overarching business goals to my team’s resources. Every program needs to support the corporate vision, and it must be attainable in terms of my team’s bandwidth and resources. I’m surrounded by a fantastic team and I like to make sure our programs are simultaneously fulfilling business needs and leveraging employees’ skills. It’s important to be aware of the budget at this stage, too, so that we can allocate resources effectively: how much money and time do we have? How valuable is this program to our brand? What are the risks and rewards? To ensure the feasibility of a program, we need to measure the perceived value against the spend and predict whether the ROI will be enough to justify the expense. Once I know the resources we have in our arsenal, I ensure alignment to our overarching brand strategy, which I draft at the beginning of each year and evaluate each quarter or as needed.

This should incorporate short-term goals, such as sales support, brand awareness, or demand generation, and long-term goals surrounding the brand’s identity and persona. I take a storytelling approach here, considering what matters most to our brand and our audience and determine how to drive the correct narrative the right way. From there, we make sure the approach is in line with our brand voice and topic positioning. We ask ourselves such questions as: Is this something our brand wants to say? Is this the way we want to say it? What kind of reaction can we anticipate, and would that be successful? This ties into audience engagement, which is vital for predicting success. We gather intel internally (conversations across teams) and externally (analytics and market research) around which topics, channels, and formats our audience prefers. Then, we put our message in context for them, ensuring that they feel its importance firsthand. If they don’t see the benefit, they won’t care, so we constantly check our strategy against our audience’s perceived value of it. Lastly, we choose our distribution channels carefully, coordinate an organized launch, and test wherever possible, making tweaks along the way and remaining agile and responsive to ensure continued success.


M7: Content marketing is now playing a significant role in marketing strategies and is likely to expand and evolve in the near future. What are some of the top emerging trends that marketers can leverage when shaping and positioning their brand’s image?
LG:
Content marketing has become a significant driver of thought leadership, brand awareness, demand generation, sales pipeline management, revenue, and so much more because of how versatile and far-reaching it can be. It can deliver the right message at the right time in the right way to the right person for the right reason - when it is done correctly. I think the newest trends revolve around being a strategic resource, aligning marketing and sales, and using analytics to tailor messages to your audiences’ preferences or funnel stages. Don’t just sell a product - use content to establish yourself as an authentic thought leader that makes people’s lives easier. Knowing your audience’s pain points and delivering advice around the solution will show that you are a credible, trustworthy source they can rely on. By association, customers may also spend with you, if your offerings align with the problem-solving methods you tout in your content.

Analytics are also more actionable now than ever before. Data has always been important, but today, marketers are finding new, privacy-safe, audience-centric ways to leverage analytical insights to improve the efficiency of their programs. They are learning as much as they can about their audience and tailoring strategies accordingly. For example, from AdDaptive’s B2B perspective, instead of relying on the promise that ads reach the right audience, we now use our Campaign Analytics and Site Analytics reports to see which companies engage with our ads, content, and site across omnichannel campaigns. Having this level of understanding allows us to continually reshape our marketing programs to reach the right audience. This also enables better sales communication: Audience insights should be shared internally, so sales teams know how prospects are engaging with your content, how cold or warm they are, and where they are in the funnel. That way, everyone can tailor their communication accordingly, remaining efficient while also providing a positive, cohesive brand experience to your audience.

Be versatile and agile, understand what your audience needs and where they are engaging, and vary your messaging based on your audience’s experience with your brand. AdDaptive’s B2B marketing delivers different types of content to different accounts at different stages of the funnel based on our analytics reports. That has made us more efficient and effective in our internal operations and our audience engagement. And that is something we will continue to nourish and grow as new content learnings emerge in order to be as successful and informed as possible.

Read More: AvePoint’s Dr. Tianyi Jiang says “Making people feel like their authentic selves is vital to business success.”


Data has always been important, but today, marketers are finding new, privacy-safe, audience-centric ways to leverage analytical insights to improve the efficiency of their programs.



M7: What are your preferred marketing channels for promotions for AdDaptive Intelligence, and which ones do you see as the most promising given your target customers?
LG:
We tend to take an omnichannel approach across a wide variety of touchpoints, covering as many channels as possible to increase brand awareness and build credibility and trust among our target audience base. This includes online advertising - of course, we use our own solutions to deploy display, native, and video advertisements! - as well as blog posts, one-sheets, slides, case studies, press releases, externally published articles, email marketing, video marketing, social media, conference sponsorship, gifting, and more. We see success in these among our target audience, which, as a B2B AdTech provider, is B2B agencies across the US.

In addition to our own direct promotions, we leverage our sales team as a major distribution channel as they are in constant communication with our prospects and clients; we equip them with content assets and topic positioning to ensure they are prepared with the right resources and messaging to act as a resource for our clientele. We also use PR as a way to convey thought leadership to the masses, and we employ co-marketing to combine our strategies with our partners’ experiences, as we believe we are better together. And as always, we evaluate all of our channels against funnel movement and marketing metrics and tweak as necessary throughout each campaign to reach our audience in the most strategic manner possible.


M7: What is your approach to market research? How do you identify your target audience and gaps within the market?
LG:
We are constantly scouring our market - B2B advertising - in as many ways as we can. We stay abreast of industry topics, join market-wide conversations, attend conferences, read articles, and test new content. Our Brand team compiles monthly competitive analysis reports that break down what our competitors are doing and what topics are trending across industry publications; we then share it with the entire company along with some context into why it matters to us and how we stack up. We also utilize Slack to share articles or news stories in real-time so we can discuss as a company what they mean.

We also always keep our ears open to nuggets of information that may fall into our laps through conversation. Our sales team often engages in conversations with prospects and clients about their pain points, trends they’re paying attention to, successes and challenges they may have with other companies on their media plan, and internal struggles they may be experiencing, whether it’s an unproven strategy or cross-team silos or data confusion. We don’t just respond by selling to them blindly - we take that information and discuss it internally, we grapple with it and figure out how we can help solve those problems and fill those gaps, and we discover how we can be a strong partner to our clients in ways beyond a particular product or export. We want our clients to know we hear their concerns about the market or past experiences, and we’re going to work tirelessly to help them be as strategic and successful as possible. That firsthand communication is the best market research we could ask for!

Read More: Marketing and sales should think like one, says Patrick Ward, Vice President of Marketing at Rootstrap


Knowing your audience’s pain points and delivering advice around the solution will show that you are a credible, trustworthy source they can rely on.



M7: How does AdDaptive Intelligence help its clients reach the right accounts?
LG:
We start with strategy. Our sales, customer success, and client and media services teams work with clients to decipher the best strategy based on their business goals, campaign objectives, audience knowledge, creative capabilities, and other factors. First, the best audience is built, whether by an ABM list the client uploads, or a selection of segments through our platform, or an analytics report from a previous campaign. Then, the campaign is deployed. Our proprietary technology optimizes billions of data points in real-time to deliver your media mix - be it some combination of display, B2B Sponsored Content, video, CTV, and audio - to your intended accounts. Our cookieless B2B solution paired with validated company-level data ensures the industry’s most accurate account-based advertising solution. Throughout the flight of a campaign, our team pulls the appropriate levers as needed to achieve clients’ KPIs based on account engagement.

Our team also meets with each account to discuss strategy and progress in an agile approach so tweaks can be made during the process to yield the best results and highest ROAS (Return On Ad Spend). Then, our Campaign Analytics and Site Analytics reports are provided and our teams discuss performance, strategy, and recommendations for future campaigns. An important part of this conversation is how much we have learned about a client’s target audience - creative units they clicked on and web pages they visited - and how we can utilize this information to make each subsequent campaign increasingly more refined successful. These reports can also be turned into ABM lists to target in the next campaign, creating a virtuous cycle and a long-term partnership that positively impacts companies’ B2B strategies for years to come.


M7: What are some of the best ways to successfully produce personalized content that increases overall customer engagement?
LG:
The best way to personalize content is to use audience insights and deliver the right message at the right time through the right channel. Dynamic personalization is a nice touch, but much more important than seeing my name in a subject line or my company’s name copied and pasted into an email template is the right marketing message being delivered. If I care about this message, and it’s the right message for the stage of the funnel I’m in or the experience I prefer, then it’s personalized to me - it’ll resonate and inspire engagement. This redefines personalization in content marketing and elevates it to a more strategic than tactical implementation. We need to personalize content’s messages and channels and strategies and communication and operations throughout the entire experience in order to resonate most effectively with our target audience. If we can do that, we’re giving them the best brand experience, which will yield much higher - and longer-term - returns than throwing everything at the wall and hoping something sticks.

ABOUT ADDAPTIVE INTELLIGENCE

AdDaptive Intelligence is the leading provider of Account-Based Advertising and Analytics. AdDaptive’s proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts and decision-makers that matter most. The result is the industry’s most accurate B2B targeting solution. For more information, visit www.addaptive.com or follow AdDaptive Intelligence on LinkedIn, Twitter, Facebook, and YouTube.

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A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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Buyer Intent Data

Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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AdDaptive Intelligence

AdDaptive Intelligence is the leading provider of Account-Based Advertising and Analytics. AdDaptive’s proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts and decision-makers that matter most. The r...

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