Andrew Frawley, Chief Executive Officer at Data Axle comments on the latest trends and tactics influencing modern B2B marketing and sales alignment in this chat with MarTechSeries:

____________

Welcome to this MarTech Series chat, Andrew, tell us about yourself and the key highlights from your B2B tech journey so far. We’d love to hear more about your time as CEO at Data Axle…

I have been working in the B2B and B2C tech space for more than 30 years across agency, marketing services, enterprise software, software as a service (SaaS) and professional services companies. From leading raw startups, turnarounds and managing billion-dollar global businesses, I’ve advised hundreds of clients ranging from small digital businesses to the largest and most sophisticated organizations in the world.

My specialty, and my passion, is helping marketers harness the power of data to optimize efforts and maximize results. With expertise in successfully executing the full marketing funnel from top to bottom, I have spent my career focusing on the best practices for engagement and the importance of looking at the whole person. I pride myself on staying up to date on current and evolving marketing trends and take a particular interest in digital marketing, email marketing, CRM, big data, ad tech, loyalty database marketing, media measurement, marketing automation, and customer value management.

I joined Data Axle as CEO in February, though I have been following and admiring the company for years. In this role, I look forward to furthering its commitment to providing superior service and measurable results in its mission to help businesses achieve their goals through data, technology, and services. My immediate priorities include infusing AI and augmented intelligence (humans and AI working effectively together) across Data Axle solutions, developing next-generation applications to improve clients’ marketing effectiveness and efficiency, and continuing to deliver world-class services to our clients.

How can modern tech CEOs bring a better alignment between sales-marketing-ops-technology? What key tips come to mind? 

To foster better alignment between sales, marketing, operations, and technology in modern tech companies, there are several key strategies that CEOs can implement, including:

• Shared Goals and Integrated Data: Alignment across all business groups is crucial, and sharing the same goals and objectives is paramount to success. One of the biggest barriers to this is a lack of integrated data shared between divisions. Teams must work off the same data to ensure continuity.
• Understanding the Full Funnel: Having an integrated data infrastructure allows brands to understand the full funnel of the customer journey each step of the way and alerts marketers of their status, imparting key insights. Without it, teams may be disjointed, acting independently or, worse, in opposition to one another. The success of a given strategy is largely influenced by the availability and interpretation of data that indicates whether goals are being reached and what is and isn’t working. When teams are working off integrated data, they have access to the same insights and can be more agile and responsive, pivoting when needed and working cohesively towards the same goals.
• Exercise Caution with B2B Technology: Over the last five years, a lot of companies have incorporated B2B technology into their operations in hopes of achieving better alignment. However, this technology doesn’t always deliver on its promise as it lacks the ability to paint a complete record of truth or offer full transparency into where a client or prospect is in the funnel. Be selective with what technology you incorporate into your MarTech stack.
• Reliance on Robust, Actionable Data: The best advice I have for alignment is to rely on robust, accurate, actionable data that is consistent across the business to make wise business decisions. The smartest strategies are those informed by facts and constantly monitored and analyzed to determine the best course of action.
• Establish Data Governance Framework: Develop a data governance framework to ensure the accuracy, consistency, and security of customer data across all systems and departments. This framework should define roles, responsibilities, and processes for managing and maintaining data integrity.

By embracing these tips and ensuring that data integration and alignment are at the core of their operations, modern tech CEOs can foster a culture of collaboration and drive their organizations toward greater success.

What are some of the biggest skills that are often most underrated for C-level executives in the B2B tech market?

In the fast-paced world of B2B technology, C-level executives often find themselves navigating a landscape that demands not only technical prowess but also a nuanced understanding of various functional disciplines. Throughout my career, I have made a deliberate effort to immerse myself in every facet of B2B technology, from sales and marketing to operations and technology itself. This cross-functional expertise has proven invaluable, allowing me to bridge gaps between departments and drive alignment across the organization.

But beyond technical acumen, I’ve come to appreciate the underrated importance of cultural leadership. Creating a sense of camaraderie and instilling a shared passion for our company’s mission among all staff members, from senior management to entry-level employees, has been key to our collective success. When everyone is aligned and driven by a common purpose, it’s evident in the quality of our work and the achievements we celebrate.

In the dynamic B2B tech market, adaptability and strategic vision grounded in data are paramount. When we’re all speaking the same language—backed by data—it’s easier to align teams, articulate our vision, and foster collaboration across departments. Executives must possess the foresight to anticipate market shifts, identify growth opportunities, and steer the company toward long-term success while remaining true to its core values. Effective communication ties it all together, enabling leaders to articulate their strategic vision, align teams around common objectives, and foster collaboration across departments. By honing these underrated skills alongside technical expertise, executives can navigate the complexities of the industry with confidence, driving sustainable growth and innovation for their organizations.

Marketing Technology News: MarTech Interview with Caroline Huber, Executive Vice President of Product at GIPHY

We’d love to hear about some of the core marketing strategies you’ve relied on over the years to drive goals and the MarTech that has helped power it all? 

In my journey as a B2B marketer, I’ve always anchored my strategies on one fundamental principle: data-driven customer obsession. Understanding each individual customer on a granular level has been at the core of our success. It’s about knowing who they are, what they need, and even anticipating their desires before they’ve explicitly expressed them. This level of insight is made possible by leveraging intent data derived from a mix of first and third-party sources, providing us with a 360-degree view of the customer—whether they’re in the B2B or B2C space.

This comprehensive understanding allows us to shorten the sales cycle significantly. By identifying which audience segments are more likely to convert and showing intent to purchase, we can allocate our marketing resources more efficiently, avoiding wasteful spending. It’s about making strategic decisions based on analytics and inclination, ensuring a higher return on investment. One powerful strategy we’ve embraced is Account-Based Marketing (ABM), which enables us to engage specific targets that align closely with our product or service offerings. This focused approach often yields superior results, as we’re able to tailor our messaging and offerings to meet the unique needs of each target account.

But what truly powers it all is the ongoing conversation around marketing spend. It’s not just about throwing money at every available channel; it’s about strategic investment. By constantly evaluating the performance of our marketing initiatives and adjusting our allocation of resources accordingly, we ensure that every dollar spent delivers maximum impact. It’s about being agile, data-driven, and customer-obsessed in every aspect of our marketing efforts, and that’s what continues to drive our success in today’s ever-evolving marketing landscape.

Can you talk about the state of modern B2B marketing and MarTech? 

In today’s hyper-competitive market, it is increasingly important for companies to attract, serve and retain customers. New business is crucial, and nurturing customer relationships is a must to achieve long-term, sustainable growth across all stages of the customer lifecycle. The first step is forging meaningful customer relationships and connections based on authenticity and providing customers with interactions that they want and value that they require. The ability to heighten and improve personalization has gone up. However, our understanding of our customers has gone down due to fragmented data.

Over the last several years, a lot of companies have invested in technologies and content management to further their business. However, what we’ve seen is that a lot of these technologies have overlapping capabilities that, in some cases, dilute their effectiveness and make it more difficult to manage data. Many companies could benefit from vendor consolidation. An organization with a disjointed collection of different software and tools that have been patched together from different vendors can be inefficient and create data siloes that make it challenging to manage and maintain various components of the stack. The lack of cohesion can hinder communication between departments, slow down processes, and make it difficult to obtain a unified view of data.

However, we’re seeing a shift toward vendor consolidation. Instead of juggling a mishmash of software from different vendors, companies are opting for a more streamlined approach. By leveraging a select few vendors with a solid data strategy, they’re paving the way for a smoother, more efficient data flow across their tech stack. CDPs also help to bring data together, making it easier to digest and, more importantly, act upon.

What industry trend are you most excited about in 2024? How do you see it shaping or changing the MarTech space?

Pre-pandemic, the way marketers approached B2B was different than it is today, largely due to the blurred lines between businesses and consumers. As hybrid work environments continue to flourish, the way in which marketers approach B2B marketing will keep evolving. The linkage between an individual’s business and personal profile is inexorably tied together. How we used to view B2B marketing was often siloed from the consumer.

In 2024, this will continue to change and evolve. What we’ve learned is that B2B leads are consumers too and we need to have both sets of characteristics packaged together to create accurate profiles that can aid in future conversations and provide key insights into prospecting activity.

What’s particularly intriguing is the role of Artificial Intelligence (AI) and augmented intelligence – the combination of human intellect and AI working together – in this evolution. AI, empowered by data, allows marketers to create comprehensive customer profiles that encompass both their professional and personal attributes. By leveraging AI-powered tools, marketers can better understand the whole person, tapping into insights about their personal interests, hobbies, and purchase behaviors. This holistic view allows for the creation of uniquely personalized campaigns that resonate with individuals on a deeper level, ultimately driving higher conversion rates.

Generative AI is revolutionizing marketing by automating repetitive tasks and freeing up time for marketers to focus on strategic initiatives. With generative AI, marketers can produce higher quality and more personalized content at scale, fueling creativity and innovation in their campaigns. As businesses increasingly invest in AI technologies, we can expect to see a fundamental shift in how they operate and interact with clients. According to research by Forrester, most B2B organizations plan to increase their investment in AI, underscoring its significance in shaping marketing’s future.

The trend towards understanding the whole person through integrated business and consumer profiles, coupled with the advancements in AI technology, will reshape the MarTech space in 2024. Marketers who embrace these trends will be better positioned to drive meaningful engagement and deliver personalized experiences that resonate with customers across both their personal and professional lives.

What advice do you have for B2B marketers looking to utilize generative AI?

When it comes to leveraging generative AI in B2B marketing, the key is to lead with strategy and coordination. Generative AI is only as good as the data it receives. Before blindly embracing AI, it is important to ensure your data is clean, accurate, and complete. As the saying goes, “Garbage in equals garbage out.” Establishing a solid foundation of quality data is essential to unlocking the full potential of generative AI in your MarTech stack.

It’s also important to recognize that AI isn’t a standalone solution. While the capabilities of generative AI are impressive, it’s not intended to replace tried-and-true techniques that have powered marketing for decades. Human reasoning and creativity are still paramount in crafting compelling marketing campaigns. Generative AI should be viewed as an additive, complementing existing strategies rather than replacing them entirely.

Generative AI has the power to unlock a B2B marketer’s potential in new and exciting ways. Knowing when to trust and question AI will be important as this technology evolves and we continue to learn more about its capabilities and weaknesses.

Catch, Episode 184 of The SalesStar Podcast: Al and Its Influence on Marketing: with Adri Gil Miner, CMO of Iterable

What is something B2B marketers should be doing more of?

Measurement and attribution play a pivotal role in the success of B2B marketers, serving as the compass that guides strategies and decisions. They work in tandem to unveil truths and offer invaluable data-driven insights. The ability to accurately measure the impact of marketing efforts and attribute success to specific actions is paramount.

Another area where B2B marketers should be doubling down is on taking a more customer-centric approach. While it’s no secret that understanding your customers is crucial, it’s essential to truly immerse yourself in their world and adopt a customer-obsessed mentality. This means going beyond surface-level demographics and digging deep to learn everything you can about their needs, pain points, and preferences. By prioritizing the delivery of marketing that adds genuine value to your customers’ lives, you can foster stronger relationships and drive greater loyalty.

Moreover, keeping a finger on the pulse of trends is becoming increasingly vital, especially with the growing influence of millennial buyers. As younger generations wield more purchasing power, B2B marketers need to adapt their strategies to resonate with this demographic.

Delivering value-driven marketing and staying ahead of trends will never go out of style. By aligning their strategies with these priorities, marketers can position themselves for success in an ever-evolving landscape.

What is one key takeaway you would offer B2B marketers who want to up their game and see tangible results?

One key takeaway for B2B marketers aiming to elevate their game and achieve tangible results is to prioritize and invest in clean data. Before diving into any strategy or campaign, ensuring that your data is accurate, comprehensive, and current should be the top priority. Clean data serves as the foundation upon which all marketing decisions are made, guiding every aspect of your strategy from targeting and segmentation to personalization and attribution. When utilized effectively, clean data directly translates into increased success, as strategies informed by reliable data are more likely to yield profitable outcomes. Numbers don’t lie, and basing your strategies on solid data insights sets you up for success in the long run.

Additionally, it’s crucial to prioritize the allocation of resources and marketing dollars to areas with the highest propensity to generate lifetime value. Building a loyal customer base is an enduring investment that pays dividends over time. By identifying and nurturing key customers who demonstrate a high potential for long-term value, B2B marketers can maximize their return on investment and drive sustainable growth. Taking a holistic approach to resource allocation, encompassing marketing, sales, and customer service efforts, ensures that resources are invested wisely and yield the greatest possible returns. In essence, by prioritizing clean data and strategic resource allocation, B2B marketers can pave the way for sustained success and profitability in their endeavors.

Marketing Technology News: Marketing Technology Highlights of The Week: Featuring Similarweb, NICE, Adobe and more!