Home > Companies > Thought Leaders > 'Businesses need to understand what 'customer-centric’ means to them' says Barry Richards, VP Global Strategy at Transmission.

'Businesses need to understand what 'customer-centric’ means to them' says Barry Richards, VP Global Strategy at Transmission.

Interview with Barry Richards
Barry Richards is the VP Global Strategist at Transmission, London. With over 25 years’ experience in the B2B Marketing industry, Barry is a seasoned strategist with a specialism in Account Based Marketing programmes. As part of the leadership team Barry has helped establish and develop the ABM planning, research and insight functions at the agency (including an Insight's Centre of Excellence). He has worked across all accounts and regions helping clients create the right ABM strategy and programmes to meet their goals.



We need the agility to respond to the audience as they progress along the journey, be it through a predetermined route or otherwise.

Media 7:  Congratulations! Transmission has been recently named Large Agency of the Year by ANA's B2 Awards! How does Transmission ensure audience interactions from different channels are seamless and purposed to drive target accounts in the consideration stage?
Barry Richards: So, the absolute baseline or table stakes, if you will, to anticipating and plotting seamless interactions are:

  • Data-led audience insights and planning. These are essential foundations, especially when pulling in Sales and accounts teams for their intelligence
  • Integrated and omnichannel planning and delivery that reflects the audience insights (on and offline, above and below the line)
  • Engaging customer journeys (content and messaging to take them through the buying cycle) that are personalised and customised where appropriate
  • A good creative wrapper and narrative that is engaging across the customer journey

But the ABM landscape is constantly shifting. We need the agility to respond to the audience as they progress along the journey, be it through a predetermined route or otherwise. We also need to integrate Sales into the motion to ensure a seamless handover between teams. Actively managing this stage and avoiding the assumption that it will run on its own is key. Look at any elite relay team – if they don’t pass the baton in the box they are out of the race. It’s the same here. What can help is the collection and reporting of metrics that let you know where people are on their journey (so you can react), how it’s being used, and how it can be optimised.

M7. While addressing the relevancy of ABM in your blog, you have anticipated the transition of ABM to ABE-'Account-Based Everything'; what are some of the most significant changes you see in this transition?
BR: As ABM has become pervasive throughout marketing departments, each function frames it in a way that reflects their role, their interests, and their experience – whether they’re in Sales and Marketing operations, data teams, account teams, or inside sales. All of these nuances are as valid as each other and ABM needs to consider that. One of our aims in ABM is to be aligned in how we address a single or small set of accounts. For that reason, we should be more inclusive in the way we refer to our programmes – avoiding alienating people across the business by simply calling it a ‘marketing’ programme. ABE is an acronym that can accommodate this. To a certain extent, I think the name change reflects what’s already happening. You’ve got lots of other teams involved and the acronym should reflect for it to be relevant going forward. A slightly different take on ABE is that, ultimately, it’s not hard to see a future where B2B Sales and Marketing in medium-sized organisations (or larger) will always be account-based to some degree. Again, ABE is an acronym that has the breadth to accommodate this.

Read more: L&T Technology Services' Sarita Bahety explains why adopting cloud is an opportunity to make existing processes more agile for organizations


Ultimately, it’s not hard to see a future where B2B Sales and Marketing in medium-sized organisations (or larger) will always be account-based to some degree.

M7: According to you, what does it mean to be 'customer-centric' in the context of ABM?
BR: ABM is about focusing on one account or a small set of accounts, so by definition, it needs to be customer-centric. However, there is a cultural implication here. One that assumes organisations understand the value of an approach that puts customers at the heart, believing that it’s the best way to succeed. Businesses need to understand what 'customer-centric’ means to them - and need to be all aligned around that definition. In ABM, we base our initial research and insights around the needs of accounts and the people inside them. Naturally, all the decisions made from there would imply the customer is at the heart of everything. I would also particularly focus on:

  • Needs-based messaging
  • Customised and personalised content
  • Activation channels that match the consumption habits of the audience (on and offline)
  • Using tech to bring the journey and experience to life for individual accounts and the people inside them
In a sense, ABM is no different to any other time you are being customer-centric. The insights, planning, strategy, and creative/content production stages should have the customer at the heart of your thinking. Start there and you (hopefully) can’t go wrong.


M7: How does Transmission anticipate gaps within the market and use this knowledge and research to identify a niche to target?
BR: At Transmission, we use a variety of techniques to spot opportunities and identify different customer groups for our clients, especially those with nascent offers that have no defined market:
  1. Third-party data – there are a wealth of platforms and tools we use with clients across intent, firmographic, technographic, and more, that let us create Ideal Customer Profiles (ICPs). We then identify the right accounts to populate them. We use ICP workshops to create and develop these accounts together with our clients, prioritise them, and then agree on where to take them next.
  2. The emergence of highly effective B2B Customer Data Platforms (CDPs) has allowed us to automate the combining of these data sets into a single platform. We then operationalise them into ICP segmentation exercises, creating sales intelligence or real-time feeds of these segments with signals into digital marketing activation/outreach (e.g., paid media & social).
  3. We have developed our own Digital Landscape Analysis that lets us understand key conversations and who is participating (organisations, publishers, etc.) in the digital space. This is another layer that allows us to create a set of insights for use with ICPs and key personas to drive messaging, content, and targeting considerations.
  4. Primary and secondary desk research allows us to dig down into these ICPs. This allows us to confirm and enrich them, while also letting us identify and better understand the needs and preferences of the personas in the groups that we need to target and engage.

Read more: Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP


Businesses need to understand what 'customer-centric’ means to them - and need to be all aligned around that definition.

M7: Large enterprises generally have long and complex sales cycles. So how do you think they can streamline their purchase decisions as a buying committee?
BR: Research has shown that there could be anything from 6.2, 7, 6-10, possibly more decision makers in the buying process. If we look at technology sales into large organisations, cycles can take anything from 3 to 24 months. With the range of buying processes and areas this covers, I think there are two clear strategies that most organisations should follow:

A. Create a purchasing policy with clear guidelines as to:

  • Who has the authority to make the buying decision?
  • What are their budget limitations?
  • What are the vendor’s criteria for selection?
  • How many suppliers will be approached and asked to quote?
  • What are the terms of a supplier contract?
  • What’s the quality control process?
  • How to turn this into a scoring process across all buyers anonymously

B. Digitise the process with a clear workflow, incorporating the above policy and relevant buying decision makers and sign-off steps

M7: If you had to advise our readers on tackling ABM in the present market landscape, what are the top 3 priorities they should focus on?
BR: There are three key pointers:
  1. De-risk your portfolio and avoid putting all your eggs into one basket by having too few prospect accounts 
  2. Align your marketing function around what ABM is for your organisation. Then do the same for Sales and Marketing, and other teams across the rest of your business
  3. Find the right skills and experience, and have a plan for how to make up for the lack of availability in the marketplace (the lack of skills and experience makes alignment and strategy tougher)
Focus on:
  • ABM strategy and programme structure – what is your North Star?
  • Understanding and using technology – creating a clear technology roadmap
  • Focusing on creating personalised & creative experiences
  • Creating the right data-led insights

Read more: 'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

ABOUT TRANSMISSION AGENCY

Transmission is the world’s largest independent global B2B marketing agency. Its award-winning, full-service offering combines data-driven intelligence, innovation, and creativity across brand, demand, and sales, enabling us to craft powerful, behaviour-changing marketing that drives business performance.
With offices in eight countries worldwide, Transmission has the global agility and experience to help B2B brands drive the now and define the next.

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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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