How can modern marketers work towards creating better buyer-centric customer journeys? Here’s what Paige O’Neill, CMO at Seismic has to say:

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Welcome to this MarTech Series chat, Paige, tell us about yourself and your marketing journey, we’d love to hear about your role as Seismic’s new CMO!

Thanks for having me!

As Chief Marketing Officer at Seismic, I lead all marketing functions including corporate, product, field, partner, and customer marketing. Seismic has a strong brand and a very passionate customer base – it’s one of the key reasons I was excited about this role – so one of my top goals will be to build on this strong foundation to help us continue to grow and scale.

For the first 90 days, my plan is simple: to listen and learn as much as possible. My aim is to take these learnings and apply them to build on the great work these teams already have in motion to support future organizational goals. The things I’m hearing fall into a few categories including expanding the impact of customer stories, elevating our martech stack and digital approach, and amping up our brand and thought leadership.

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Marketing has evolved over the years: the state of B2B marketing as it stands today is far different from what it was a decade ago, can you talk about some of the biggest B2B marketing and martech evolutions that you’ve seen change the path for B2B marketing in the recent years and how do you feel this segment will evolve in future?

Over the past decade, B2B marketing has undergone significant transformations, largely driven by advancements in technology and shifts in consumer behavior. some of the most notable developments that impact our space are:

AI and Machine Learning:

These technologies have revolutionized B2B marketing in nuanced ways. Chatbots and virtual assistants have improved customer service and engagement, while predictive analytics has enhanced lead scoring and conversion rates. Not to mention, AI-powered tools can analyze vast amounts of data to uncover patterns, optimize campaigns, and generate actionable insights, empowering marketers to make informed decisions and achieve better outcomes.

Account-Based Marketing (ABM):

This strategy has gained significant traction in recent years, particularly as customer demand for personalization is increasing. ABM aligns marketing and sales teams, allowing for a more focused and coordinated approach to engaging key accounts.

Personalization and Customer Experience:

Customers now expect personalized experiences – and enhanced customer experiences have become a crucial differentiator for B2B organizations seeking to build long-term relationships and drive customer loyalty. Enter: marketing automation platforms and content management systems. Both technologies enable the creation and delivery of personalized experiences across multiple touchpoints.

As a CMO: what are some of the fundamentals (processes/strategies) you use to connect different marketing areas (field/partner/others) together and create a unified marketing framework and experience for the end user?

As a CMO, creating a unified marketing framework and experience requires careful coordination and alignment across a variety of departments and functions. First and foremost: Collaboration and open communication between different marketing areas is essential. Regular meetings, cross-functional workshops, and shared project management tools can facilitate seamless information sharing, idea generation, and alignment across teams.

Additionally, investing in a robust marketing technology stack that supports integration across different marketing areas – including go-to-market, product, demand generation, etc. – can facilitate a unified marketing framework. CRM systems, marketing automation platforms, and collaboration tools can streamline workflows, data sharing, and campaign execution across teams.

Take us through some of the martech that you’ve often relied on over the years? When it comes to martech in 2023: what thoughts and tips would you share with fellow marketers in terms of choice of platforms or optimization tips to drive more ROI from existing martech stacks?

Having spent over 20 years in marketing, I’ve witnessed the evolution of marketing technology over time and the critical role it plays in driving business success.

When I first started my career, there wasn’t really a “martech” space. Marketers didn’t have any of the tools we have today to gather customer data, measure demand generation, or brand impact. I’ve been amazed to watch the evolution of the “science of marketing” and all the tools we now have to analyze what that data is telling us.

What I’ve relied on over the years has changed dramatically every five years or so. First, it was marketing automation, which is now table stakes, then digital channels and building personalized content to span each channel became the center of the marketing world, followed by ABM, intent technologies, and now marketers are racing to understand and capitalize on AI. So, in terms of what I’ve relied on over the years – it really is moving so fast that every few years there is either a sea change or several new pieces that get layered on to improve insights and efficiencies and execution.

In 2023, artificial intelligence has come on so quickly, every CMO group that I’m a part of is talking about the potential almost nonstop and experimenting with it in exciting ways to solve productivity and content challenges. It is unlike anything I’ve ever witnessed in terms of the speed of adoption and excitement.  AI-powered tools can streamline tasks such as content tagging, personalized messaging, lead scoring, and predictive analytics. And by automating repetitive processes, not only can you save time, but also enable your team to focus on strategic initiatives.

Not to mention, AI promotes alignment between your sales, marketing & success team. For example, AI algorithms can analyze vast amounts of customer data and provide insights into buying patterns, helping companies to personalize their marketing campaigns and increase conversions – a winning combination for CMOs and CROs alike.

What are some of the biggest B2B marketing flaws you still see B2B marketers make and what tips or workarounds would you suggest to fix them?

In an age where personalization is crucial to attract and retain customers, many marketers still focus too much on their own products or services rather than understanding and addressing the needs of their target audience. Marketers should invest in thorough industry research and develop buyer personas to gain insights into their customers’ pain points, motivations, and buying behavior. By adopting a buyer-centric approach, marketers can create relevant and targeted content that resonates with their audience.

For example, at Seismic, we’ve seen firsthand how personalization empowers our customers to engage effectively. Our recent customer research indicated that from 2021 to 2022, there was a 32% increase in customers using personalized services. Specifically, the use of LiveSend links increased by 58%, enabling our customers to gain deeper insights from their buyer engagement. The use of digital sales rooms (DSRs) also increased by 187%, while buyer engagement within DSRs increased by 197%.

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Some of the biggest B2B marketing campaigns/brand strategies that have stood out for you in the recent past and why.

This isn’t B2B specific, but I was really impressed with the recent Louis Vuitton collaboration and campaign with Japanese artist Yayoi Kusama. The campaign had a physical component in many cities around the world with giant decorations inside and outside the store that were shared widely on social media,  multimedia presentations, and an integrated shoppable exhibit.

The digital component was equally impressive with gamification and rewards, interactive experiences, takeover ads, and stunning graphics.  Even though LV is obviously a B2C brand, I feel there is inspiration and learning for every marketer in examining their approach and how it truly and creatively bridged the digital and physical experience for customers.