Essential steps to future-proof your marketing

Last month MPG’s founder, Helen Coetzee, hosted a roundtable discussion for the Renewd community on how to future-proof your marketing.

As economists and financial experts continue to debate the depth and length of a pending recession, the roundtable attendees discussed how to ‘be defensive but still invest well’, so that as things start improving, businesses are well set up to make the most of growth opportunities.

The resounding message was that sticking to the fundamentals and doing those well, and not being distracted by the latest ‘new and shiny’ marketing channels and tactics as a ‘silver bullet’, is going to be more important now than ever. Much of the conversation focussed on building and maintaining data, and optimising websites to support well-constructed customer journeys and good user experiences.

#1 Growing your database with 1st party data is essential for business success

Growing your database by continually adding more of the right future customers to your database – and therefore into your acquisition marketing and sales funnel – is critical for success.

Here we share with you the key takeaways from the database discussion:

  • Quality over quantity
    There’s a definite shift from the ‘more is better’ data approach. More businesses are focussing their data build efforts on being much more targeted in the data they are going after. While ABM is not a new concept, it’s still very underutilised and not as well understood as it should be in B2B marketing. Data build for ABM should be focussed on identifying the high-value accounts you want as customers, mapping out the key decision makers and influencers at those businesses and making sure they are on your database so you can market to and engage with them. You can find out more about how to implement ABM in your business in this MPG Insights resource.
  • How you segment your data matters
    Online behaviour is more important than capturing unnecessary demographic information. Having details on how engaged, how regularly they engage, and what content and formats your audience members are engaging with gives you a lot more valuable intelligence to be able to tailor your messages and content. With martech tools now available, we no longer have to make assumptions about what our customers and prospects are interested in based on job titles or past buying behaviour. Marketing automation also enables marketers to engage with their audience more responsively based on this online behaviour.
  • A hybrid approach to data collection is best
    1st party data collection should be augmented with 3rd party data research. A marrying of the two in a hybrid approach to create fuller potential customer profiles is particularly useful. On the flip side, where data is being built through 3rd party researchers, internal resources should still validate any classifications, or code the data themselves as these, often nuanced, classifications need a deep understanding of the customers. SIC codes are the enemy of marketing – they prevent you from using classifications that are meaningful and make sense to your audience and the product market fit.
  • Provide value in exchange for data
    Potential customers are more protective of their data and are far more reluctant to hand it over. In order to capture this precious commodity, you need to focus not just on what your customers can give you, but also on what you can give to them. By articulating the value the potential customer gets by providing their data, you dramatically increase your chances of them handing over this valuable info.
  • Growing databases requires robust processes
    Whether you have an internal data team or are outsourcing to good partners with the right compliance measures in place, a rigorous and consistent approach to validating, cleaning and maintaining your data is essential.

#2 Optimise customer journeys on your marketing website to acquire more customers and generate revenue

A well-optimised site attracts the right visitors, in required and sustainable volumes, and clearly communicates your value proposition.

Roundtable attendees were asked to rank how happy they are with their existing websites from 1 to 10 with 1 being the least happy. The responses ranged from 3 to 7 with the vast majority giving their websites a 6. Attendees’ key reasons for their ranking were customer experiences and user journeys. Key takeaways included:

  • Don’t make your website visitors work hard
    Many businesses are still falling into the trap of thinking of their website as just a series of pages rather than paying close attention to how visitors are interacting with their sites and what actions we want them to take e.g. form completions or making a purchase. Think about how you can guide them through this journey, how you prioritise the content on the page and how you provide information that is easy to digest and in a variety of formats e.g. short-form copy, infographics and videos.
  • Build trust
    Hosting highly relevant content that is easy to find, and written using the ‘voice of the customer’, is just one way of building trust with your site visitors. Utilising social reactions that surround your product through social walls is an excellent way to use organic commentary to complement testimonials from liked and trusted brands and individuals on your site. Case studies are also an excellent way of articulating the problems your potential clients may be experiencing, presenting them with a solution, and demonstrating a desirable outcome also helps build high credibility for your product/brand.

If you’d like to speak to an MPG website or database expert to future-proof your marketing, please get in touch.

Team MPG consists of marketing strategists and specialists who have a deep understanding of B2B media/events business models and successful marketing techniques.

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5 areas of strategic importance for your marketing in 2023

Newsletter • Winter 2023

 

2022 was a year of recovery and return to growth for many B2B media and events businesses, achieved with a laser focus on future-proofing through building resilient marketing functions.

As we reflect on 2022, and optimistically look ahead to another year of growth and scale, we wanted to share the most popular MPG Insights from 2022 on the topics that we believe will continue to be important in 2023.

#1 GA4 – a new frontier in tracking and analytics

Enhanced analytics is coming! 10 years after the launch of Universal Analytics (UA), Google is retiring it for GA4 (Google Analytics 4). GA4 will provide marketers with better user journey mapping, engagement insights and enhanced data visualisations… but this will mean you can no longer track any new data via UA. Now is the time to be transitioning to GA4 to avoid gaps in data and insights!

READ THE FULL ARTICLE

#2 1st party data – the gold standard in B2B data

More data means more opportunities, but this needs to be the right kind of data! A targeted and growing customer data set, that is compliant, well structured and well maintained, while being enriched by every engagement with an audience member, and fed into well-designed intelligence reports, is one of the most valuable assets a B2B media or events brand could own.

READ THE FULL ARTICLEFurther reading: A practical guide to database optimisation

#3 Integrated outbound marketing – an essential tool for event marketing

Event marketing relies on getting the right messages, to the right people, at the right time – with events taking place on a fixed date, this time sensitivity is a fairly unique challenge. Any successful event marketing strategy uses outbound marketing as a key area for driving these messages to potential delegates. Email marketing needs to be used all the way down the marketing funnel and email communications need to be fully integrated with delegate sales campaigns.

READ THE FULL ARTICLE

#4 Investing in spex marketing – hyper focus on your most important revenue stream

For many B2B events businesses, growth in revenue from sponsors and exhibitors has been vital to their total growth strategy. However, specific marketing to drive well-qualified, new business leads for the sales team to convert into clients has been neglected. Business leaders who want a strong performance in 2023 need to invest in spex marketing to generate and nurture new business leads for shortened sales cycles and increased spex revenue.

READ THE FULL ARTICLE

#5 Advocacy marketing – attracting and converting more of the right customers

Having an amplification strategy that enables you to accelerate growth by tapping into your strongest brand advocates and most loyal customers is a cost-effective and relatively easy way to attract more of the right kinds of customers. These brand loyalists could be customers that purchase from you time and time again, key contributors to your product such as speakers of advisory board members, and your own employees. In 2022, we saw some significant developments and good results from some tech tools that automate the advocacy process.

READ THE FULL ARTICLEFurther reading: Activating employee advocacy


Get in touch with Team MPG to find out how you can add more science to your marketing – so your campaigns always hit their mark!

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1st party data has been hot in 2022 for B2B media & events. In 2023 it will be even hotter…

1st party data has been one of the hottest topics of 2022 – coming up in almost every conversation we’ve had with an MPG client, prospect, or partner. In 2023, this seam of precious stuff that runs through every B2B media and events business is going to be even more important.

Why? Because the captive audiences and communities of B2B information and networking-based brands produce 1st party data that will be more valuable than ever, as:

  • A high degree of relevance within a good customer journey becomes essential to engage and monetise customers, and
  • Google Chrome is phasing out 3rd party cookies. With 65% of the world using Chrome as their main browser, and considering Apple’s Safari and Mozilla Firefox have already phased out 3rd party cookies, this will have a big impact.

Arguably the most valuable asset a B2B media or events brand could own is a targeted and growing customer data set that is compliant, well structured and well maintained, while being enriched by every engagement with an audience member and fed into well-designed intelligence reports.

But before we get ahead of ourselves, let’s make sure we’ve got the basics covered…

What is 1st, 2nd and 3rd party data?

  • 1st party data = any customer data you collect directly and store in your own database. It can be collected from websites, apps, social media, surveys, and more. You can track this data in analytics tools, such as Google Analytics, and you should ideally store it all in one place – i.e. a CRM system such as Hubspot, Salesforce, etc.
  • 2nd party data = 1st party data from a known and trusted source (e.g. names, company names and job titles collected from social media profiles or surveys).
  • 3rd party data = collected, stored, and deployed to ‘resell’ someone else’s audience to multiple sellers of products and services e.g. Google in-market audiences.

Why is it important for you to collect 1st party data, and manage it well?

Despite the fact that having more data can bring more opportunities, there are certain risks in gaining and using data from 2nd or 3rd parties, because collection methods and compliance can be unknown. Additionally, advertising providers relying on 3rd party cookies to collect their data are finding it harder to accurately target the right people.

1st party data, when well-managed, can be very accurately profiled and targeted. This will enable you to promote the right product, to the right person, with the right message, for strong engagement and ROI. Tracking user interest and interactions of your own audience gives you a goldmine of opportunity around monetising your audience.

How is cookie data collection relevant?

A cookie is a file from a website that is stored within a browser, which the same website, or any other website, can retrieve at a later point. Cookies hold the information so servers know which users have visited which websites or specific web pages.

When you drop a cookie on your own website and can see a user completing a certain set of actions across multiple visits to your website, this is classed as 1st party data. Service providers (e.g. Hubspot) can also drop cookies on your behalf, and these are classed as 1st party cookies because they are used to collect information on your behalf to store in your own database.

Larger digital companies that sell advertising based on data, e.g. Google and Facebook, currently also drop cookies on other people’s websites that allow them to track users across a variety of websites. These are called 3rd party cookies.

Where are the emerging opportunities?

Most businesses will have built up a database of 1st party data of their past and present customers. Going forward, there should be a growing demand for access to a targeted audience, enabled by 1st party data.

B2B information businesses that track what their audience members are engaging with on their websites and at their events will be able to put targeted, relevant messages in front of their audience to better monetise their content, community interactions, and audience members – directly (e.g. by selling delegate places) and indirectly (e.g. by selling advertising).

Advertising sold by companies like Google and Facebook that rely on 3rd party content and cookies are likely to become less targeted and less effective. We predict that more advertisers will be willing to pay a higher sum to B2B media and events businesses to more directly and accurately reach relevant target customers more effectively and efficiently.

This is a great opportunity for businesses in the media/events industry to grow their revenues from advertising, sponsorship, and exhibitions – especially if their products are highly relevant and valuable for quite a niche audience.

What should you do about all of this?

The top priorities for any B2B media or events business (or any business for that matter!) should be to:

  1. Ensure your content is unique, valuable, and engaging – so that you can continually attract relevant visitors to your website and events.
  2. Ensure your combined digital, martech, salestech, and data ‘infrastructure’ i.e. integrated systems and processes are well set up to collect, structure, store, maintain, and manage 1st party data.
  3. Ensure you have Google Analytics 4 – or another ‘future-proof’ analytics tool – well set up on your website in a way that allows you to track user behaviours.
  4. Ensure you have dashboards or reports set up that give you strong and real-time visibility of your audience(s) and how they’re engaging with your products and content.

Even if 3rd party cookies weren’t being phased out, 1st party data can be a huge asset to your business – if you make the investment needed to manage and monetise it well.


Do you need help with your 1st party data?

Find out more about MPG’s 1st party data services on this webpage, and please get in touch today if you’d like to have a chat with one of our friendly team members about how to get your 1st party data in good order.

Get in touch today

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Paid media: how to attract more delegates to your conferences

Paid media – sometimes referred to as pay-per-click (PPC) and digital advertising – is a conference marketing tool that has seen increased interest and investment in 2022.

Its popularity stems from its ability to cost-effectively drive more awareness, leads and revenue for B2B conferences. As a form of online advertising, it also affords marketers a high degree of control and visibility over performance, making it a safe investment when marketing budgets are under scrutiny.

How does paid media work?

Paid media comprises platforms such as Google Ads, LinkedIn Advertising and Facebook Ads. In essence, it is any online ad where advertisers pay for every click.

Marketers define how ads are targeted, using criteria such as job titles, industries, interests, behaviour (e.g. people who have visited your website before), and intent. The latter is how the popular Google Ads Paid Search functions – targeting users based on the relevant queries they are searching in Google, allowing them to be targeted at the time when they are researching solutions that conferences can provide.

Why paid media should be in your marketing repertoire for B2B conferences

  • It allows reach beyond your existing data pool to new, relevant contacts; expanding your dataset and driving more leads and revenue for your conference.
  • It can also support other existing marketing efforts such as email and social media, creating another touch point for your audience to engage with, keeping your conference front of mind.
  • It can also reach, nurture and convert relevant contacts all by itself. The various targeting methods available across channels allows a full-funnel approach that can be conducted solely on paid media.

3 things you should do with paid media for conference delegate marketing

1. Create a robust plan before spending a penny

  • Understand and lay out what you’re trying to achieve. Define success upfront.
  • Divide your budget between the relevant channels and campaigns.
  • Tailor different channels/campaigns/ads to different objectives i.e. stages in the funnel.
  • Ensure messaging is consistent with other channels and ties into customer journeys and the funnel.

2. Ensure visibility of performance and results

  • Ensure conversion tracking is active. Always use tracked links.
  • Understand which metrics matter – depending on what you’re trying to achieve.
  • Use tools like Google Data Studio to consolidate performance data and present in a way all stakeholders can interpret.

3. Leverage the fast pace of conference marketing

  • Urgency-based messaging works well for event-focused paid media campaigns.
  • Use paid media for ‘break news’, such as agenda releases and keynote speaker intros.
  • In the final weeks, narrow geographic targeting and use devices like countdowns to inspire FOMO and maximise ROI.

3 things to avoid with paid media for conference delegate marketing

1. Don’t underinvest, or expect immediate results

  • Clicks are cheap, but you won’t convert everyone.
  • Finding the best approach to PPC takes time and first party data.

2. Never leave your campaigns unattended

  • Review campaign performance at least once a week, ideally daily at the start of a campaign, and then twice a week.
  • Adjust your approach based on the performance data you generate. Make changes to your targeting options and refine to what works best.

3. Don’t neglect your website

  • Ensure landing pages work for ‘cold’ paid media contacts.
  • Utilise lead forms to capture data.
  • Leverage content to capture relevant search queries and increase website engagement.

Overall, your strategy and the skill and rigour that goes into execution will – together – make all the difference to how paid media can drive good attendance and delegate revenue for your events.


Want to find out more about how paid media could boost your conference marketing?

Team MPG can help ensure all PPC results are measured and analysed correctly, so you can see the return on your PPC investment. We will create a strategy, detailed plan and then execute your PPC campaigns for optimal results – so you can get more of the right people to attend your events.

Get in touch today to find out how Team MPG can help you achieve success with PPC in your conference marketing.

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Top 5 marketing investments for sustainable growth

The world has changed so much in the past 8 years, and so has B2B marketing! Since MPG was launched in early 2014, we’ve had a privileged ‘insiders view’ of the marketing approach of a large number – and great variety – of organisations.

It has been fascinating to witness the continued evolution of B2B publishers – where the most successful organisations have developed ‘brand platforms’, serving up intelligence and connections to their ever more niche audiences.

A customer-first approach has meant the leading organisations – large and small – are ruthlessly focused on delivering what their customers need, how they need it, and when they need it. They know that to engage, monetise and scale, they need the right blend of digital and in-person experiences, with a strong brand at the centre of everything.

In this article we explore the six areas that need ongoing marketing investment – especially at times of uncertainty (including economic downturns).

#1 Brand trust

Building a strong, trusted brand should always be the top priority for every marketer. This requires a strategic investment in developing clear brand positioning and strong brand identity, and then ensuring that every place where a customer engages with your brand has a particular ‘look and feel’ that is recognisable, unique and reassuring.

The cost of engaging a top creative agency can be prohibitive, especially for a niche B2B brand. The good news is that you don’t necessarily need to undergo a costly and time consuming ‘rebranding’ exercise to achieve brand trust.

The very nature of ‘trust’ is that it is based on something genuine. It’s about ‘substance’ more than ‘style’.

If you know what really matters to your customers, and what they genuinely value about what you deliver for them, make sure this is:

  1. Evident in your messaging across all your marketing channels
  2. Well understood by every member of your team, and embedded in mindsets and behaviours

Being a steadfast presence for your customers, and coming across as genuine and reliable at all times, will win you a great deal of brand trust.

It is also very important to ensure your brand design is of a good standard, and that your visual branding is consistent everywhere, including fonts, colours and design devices. A good graphic designer should be able to make this all work well for you.

And if you can afford to bring on board a good agency to help you develop stronger branding than you have now, then do it! It will be worth the investment.

#2 Martech

Martech is no longer an optional investment, and it isn’t an area where you can afford to buy the cheapest solution. The technical debt you will incur by trying to cut corners in how you approach your martech stack is almost guaranteed to hold your business back.

You simply cannot grow your customer base or your revenue above a certain level without good martech tools in place, well integrated for data flows, and with the right processes in place to ensure they do what they’re meant to do. You cannot scale without good tech.

Don’t ignore this area of your marketing because you don’t know how to invest well in it. You may not be able to expertly analyse or optimise your tech stack yourself, but you’ll have a good sense of what is and is not working, and where the biggest issues are that are holding you back from growth.

If this is a weak spot in your marketing, get it seen to as soon as you possibly can. Investing well in the right tech stack for your marketing will make a world of difference in how you can serve your customers – and build your brand.

 

As partners to HubSpot, Marketo, Ingo, Guild and Saltbox, and having set up, optimised and worked in many other platforms such as Mailchimp, Adestra, Sailthru, Zapier, Salesforce and MS Dynamics 365 over the past 8+ years, Team MPG has a strong track record in enabling B2B marketers with the right tools. Get in touch to find out more.

#3 Website

For every B2B brand, your website is by far your most important marketing channel. The perception your customers will have of your brand will first and foremost be based on your website, and nothing will damage brand trust more than a poor website user journey.

Therefore, as with martech, choosing the cheapest solution for a website will almost always cost you dearly in the long run – both in terms of real spend (having to redo your website), and opportunity cost.

Engage a good agency with a strong reputation (make sure you get at least two references), and make sure they follow the step-by-step process laid out in this MPG Insights resource.

When considering the development framework, for smaller companies with relatively simple sites, a good option for a purpose-built site is usually WordPress. For larger projects, we recommend Headless CMS, alongside Laravel to build the backend, and Vue JS to build the frontend (mainly for good loading speed). This combo is more expensive and takes longer to build, but is much more robust and secure.

#4 Analytics

Without analytics set up well across all your marketing channels, starting with your website, you won’t have the intelligence you need to really understand what your customers care about, and to make good marketing decisions.

As business leaders start becoming more focused on marketing ROI, Team MPG is seeing a surge in demand by B2B brands for real-time dashboards and reports that give their marketers and senior executives strong visibility of important marketing metrics.

There is also a stronger appetite for measurement against ‘joined up’ marketing and sales KPIs. This MPG Insights article shares a useful guide on how to achieve strong sales and marketing integration – which is more important than ever.

We’re also seeing B2B brand leaders asking for customer insight reports to deliver intelligence into their content/editorial teams, showing levels of engagement with certain content themes, and often specific pieces of content.

MPG’s experience in building and deploying these kinds of reports are highly valuable for a content-led B2B brand, as long as they are:

  1. Kept relatively simple
  2. Focused on key data points presented with good data visualisation techniques
  3. Easily accessible
  4. Updated in real time

 

Team MPG can help you make better business and marketing decisions by setting up your website and marketing analytics tools in the right way, and building custom dashboards to deliver valuable intelligence to your team. Get in touch to find out more.

#5 Database

Every week we have at least one conversation with a business leader who is immensely frustrated with the state of their customer and/or prospect database!

This foundational part of your 1st party data simply cannot be ignored as you cannot effectively or efficiently communicate with all your existing customers, or find new customers, if your database is not well organised, up to date, and populated with the right data.

This is an essential area for ongoing investment, with the following two key areas needing particular attention if you want to grow your business:

  1. Targeted research to constantly clean, append and grow your target audience data sets – so your marketing can reach all members of decision-making units, not only the main buyer.
  2. Tracking of engagement, at contact level, with your marketing and sales efforts.

Without these two essential pieces in place, your database isn’t the kind of asset you need for business success.

Your database is an asset that needs ongoing investment, delivering a direct, strong and measurable return.

 

Team MPG can help you get your current database into good shape, and we can help you continually grow your data sets to become valuable business assets that consistently deliver a strong return. Get in touch to find out more.

The world and marketing may be changing constantly. But don’t let constant change derail your long term, strategic focus.

By investing in the five areas explored above, you cannot go wrong – as long as you do so in a measured, focused and deliberate manner.

Knee-jerk reactions, looking for the cheapest marketing solutions, focusing too much on ‘quick wins’, and insisting on unreasonably high returns in the short term will set you back.

Play the long game, as the world’s most successful and valuable B2B brands always do.

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MPG Newsletter | Autumn 2022

Newsletter • Autumn 2022

 

Investing well in marketing leads to business success and growth

Marketing has never been more important in B2B. Now is the time to ruthlessly focus on ensuring your marketing budget is being spent on the right things.

“Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it. But they did change what they were spending their marketing budget on, and when, to reflect the new context in which they operated.”
HARVARD BUSINESS REVIEW

Investing well in marketing will be essential to surviving and thriving in the coming months – and years. This means you need to:

✔️ Add as much science as you possibly can to your marketing.

Customer insight, 1st party data, tech, analytics, and data-led strategy must now be built into every marketing function – no matter how large or small your organisation.

Sufficiently relevant, personalised and impactful marketing campaigns can only be possible if you have a strategic, analytical approach, and the right level of investment in your martech and data infrastructure.

✔️ Reduce your data and martech debt – now.

Before it’s too late, put in place:

  1. A well structured database – with good coverage of your target market
  2. Smart marketing automation tools – much more accessible now than a few years ago in terms of cost and user-friendliness
  3. A well-integrated tech stack – with well set up data flows

The longer you carry a legacy of low investment in these essential areas, the more it will cost you to ensure your marketing is effective in the future, especially if you want to grow your business.

By paying attention to the critically important above-mentioned areas, you can get exactly the right messages to exactly the right people, at exactly the right time.

The quality of the content and creative elements you add to your marketing campaigns will certainly also make a big difference. But you need the scientific elements in place first to make sure these campaigns hit their mark.

In this issue of the MPG Insights quarterly newsletter, we focus on how a scientific approach to marketing can make a difference to every business. We highlight the things that senior executives and heads of marketing should be paying close attention to right now when it comes to future marketing investments:

#1 When was your marketing last audited? Do you know where your gaps are?

Your business will suffer if you spend blindly on your marketing. You need to understand which elements of your marketing are performing well, which areas are performing poorly, and where your biggest and most important gaps are.

To ensure a strong ROI, and to future-proof your marketing, you need to know how different types of channels and tactics you have used have worked so far. You also need to know whether the systems, processes and people you need for success are in place.

The MPG Insights team have written a ‘how to’ guide to help you invest in a good marketing audit – so that the money you spend on marketing in 2023 and beyond will deliver a strong return. Questions answered in this resource:

  1. Why should I do a marketing audit?
  2. How should I approach a marketing audit?
  3. What should I include in a marketing audit?
  4. Who should conduct my marketing audit?
  5. What should I expect the output to be from a well-run marketing audit?

READ THE FULL ARTICLE

#2 Do you have the marketing skills you need in your business? How will you get the missing skill sets plugged in where you need them?

Your marketing audit will probably tell you there are skill gaps in your team. Some will be critical.

Team MPG have created many resources for leaders considering how best to go about getting all the marketing skills they need in their marketing team. Here are our top 3 most relevant pieces for leaders right now:

  1. Creating a robust, sustainable marketing function: a strategic, hybrid approach
  2. Copywriting: how every B2B marketer can improve this skill set
  3. Don’t take marketing skills for granted: they’re precious and need investment

Enquire about MPG’s Academy for essential marketing skills development

#3 Have you activated advocacy as a powerful marketing tool?

Activating and leveraging advocacy is an important way to get your message out to more of the right people. You can gain almost instant credibility, as well as the trust of a potential customer, based on a recommendation or endorsement from someone they already trust. That ‘someone’ is your advocate – and could be an employee, supplier or customer.

To help MPG’s community get to grips with advocacy marketing, and to understand how to use it to grow rapidly and profitably, we’ve created a number of relevant resources. The top 3 are:

  1. A guide to advocacy and referral marketing
  2. Leveraging the power of advocacy to make your business more resilient
  3. Employee advocacy: unlock this powerful marketing channel

Find out more about how MPG approaches Advocacy Marketing

#4 How well integrated are your marketing and sales processes and KPIs?

Your business will never reach its full potential if your marketing and sales are not well integrated. And marketing and sales integration needs to be approached strategically and holistically – with your customers, and their experiences in dealing with your business, at the very centre of every process.

Take a close look at your marketing and sales funnel. Is it joined up? Are your marketers playing the part they need to at every stage of the funnel? Are they focused on generating, nurturing and qualifying leads? And are your sales people focused on the bottom of the funnel, where they can work their best magic in selling to people who are ready to buy?

Do you have integrated marketing and sales metrics and KPIs – where your marketers and salespeople are all working towards the same end goal, and are rewarded for achieving success together?

These are the KPIs your marketers and salespeople should be focused on (together):

  1. Number of leads
  2. Conversion rates
  3. Number of sales
  4. Average order value
  5. Length of sales cycle
  6. Total revenue

 

“If you can’t measure it, you can’t manage it.”
PETER DRUCKER

Download MPG’s guide to sales and marketing integration

#5 Are your website analytics tools delivering the value you need? And is your Google Analytics update to GA4 – so you don’t lose data?

Not having the most basic website analytics tools in place means you really are flying blind.

Relying on anecdotal evidence from your marketers or sales people is going to hold you back from growing your business. Not having the metrics to tell you how your customers are engaging with your website could be fatal – especially in the current business environment.

If you use Google Analytics, GA4 is the new version you need to put in place very soon. As a team of digital-first, analytical and data-led marketers, Team MPG have been through extensive GA4 training, and ensured GA4 is well implemented for websites we work on, to deliver essential customer insight. Have you done the same with your marketing function?

This MPG Insights article explains how, quite soon, you won’t be able to collect any more tracking data via your Google Analytics account, unless you have implemented GA4.

It is also important to note that there are a number of significant differences between Google’s current Universal Analytics (UA) and GA4, such as not being able to track through the use of 3rd party cookies. This means you won’t be able to easily deploy GA4 without training – even if you’re an expert in UA.

We strongly recommend – as an urgent priority – that you ensure you have strong analytics expertise plugged into your business. This may require training of current internal staff members, or you may want to hire in an analytics specialist (if your business is sizeable). The other option you have is finding an external partner to implement GA4 well for you. The same partner should then be able to help you pull valuable data from GA4 into your business, as ongoing intelligence, to enable de-risked, data-led, decision-making.

Read MPG’s guide on GA4


Get in touch with Team MPG to find out how you can add more science to your marketing – so your campaigns always hit their mark!

GET IN TOUCH

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If you don’t integrate marketing & sales – you can’t grow

Scale requires well integrated sales and marketing.

‘Sales and marketing integration’ feels like one of these jargonny terms that we’ve all started screening out.

It’s over-used in the content marketing pushed out by martech and salestech providers who promise the world – and frustratingly often seem to underdeliver.

Why is that?

Because, the people and process piece is MUCH harder than the tech piece.

While the tech companies are delivering the tools, the ‘people and process’ piece on how best to use them is failing. The teams in the businesses buying and using the tech are not developing and following the strategies and processes needed to make the tech work. One might argue it’s the responsibility of the tech vendors to offer more support on the ‘people and process’ piece. But, regardless of who will do it – it needs to be done!

Since 2014, MPG has been working with business leaders to grow their B2B brands – enabled by marketing strategy, analytics, tech, data and digital. The sales and marketing alignment piece is usually a problem when companies approach us to help them achieve better outcomes from their marketing. And this is what we have witnessed in the most dysfunctional businesses:

  • Sales people are determined to defend their turf – wanting to claim revenue as ‘sales revenue’, even when marketing makes a significant contribution. Why would marketers want to work hard to support sales if they don’t get at least some of the credit (or the commission)?
  • At the same time, marketers are still not being held accountable for commercial results, often hiding behind ‘tech and data jargon’. They’re usually very, very busy, but are not taking responsibility for the outcomes of their spend on tech, data and all those very busy marketing people.
  • Senior executives – including Sales Leaders and Heads of Marketing – are not taking real responsibility for the close collaboration, joined up processes and combined KPI’s that the integrated marketing and sales funnel should deliver.

This is all very dangerous, because how B2B customers buy has changed in a BIG way.

Customers are buying very differently now to how they were 2 years ago, and if Sales and Marketing Leaders don’t get their heads together and work out how to optimise the full customer experience, their businesses will:

  1. Lose customers
  2. Be less efficient
  3. Be less profitable
  4. Struggle to scale

It is incredibly important for your marketing and sales teams to be integrated if you want to grow your business. If you support sales effectiveness and efficiency by ensuring marketing is well set up with the right strategy, processes, tools and resources, you will be able to:

  1. Reach and engage with a larger number of potential customers
  2. Qualify and nurture leads better to achieve higher conversion rates, higher average order values and shorter sales cycles.
  3. Measure important KPIs critical to achieving growth.

 

To learn more about how you achieve faster and more profitable growth by integrating your sales and marketing function better, thereby ensuring the whole, combined funnel is fully optimised, download the MPG’s guide here.

 

This resource walks you through the following 3 stages of the sales and marketing funnel:

 

#1 Awareness (top of funnel)

  • In this stage, prospects are indicating there is a problem or opportunity that they may be able to address by investing in your product.
  • Prospects are starting to educate themselves, conducting research to understand, frame, and give a name to the problem or opportunity they are facing.
  • This is where you should focus marketing efforts on building brand awareness, interest and an audience of relevant prospects through inbound marketing and data acquisition. Email marketing targeting relevant people should also be used at this stage of the funnel, especially for very time-sensitive campaigns, such as those that support B2B events.
  • Here your aim is to draw in as many of the right people as possible – with the overall goal of pushing them to your website.

 

#2 Engagement (middle of funnel)

  • In this second stage of the funnel, the prospect has defined their issue or opportunity, and they want to do more in-depth research to understand all the available approaches or methods for addressing a challenge or making the most of an opportunity.
  • Due to widespread, rapid adoption by consumers of more digital behaviours, and preferences for more control of their own buying journey, marketing needs to play an important role here in terms of serving up content-led and product-led messages across multiple channels and tactics – all working together with joined up messaging.
  • At this stage of the funnel, marketing needs to grow engagement and convert people who pay attention to their marketing into qualified leads – giving them ways to signal their intent and readiness to buy – before they are contacted by a salesperson.

 

#3 Conversion (bottom of funnel)

  • This third stage is where sales people need to get involved – and as part of a joined up process with marketing, ensure they call the right people (i.e. those people marketers have identified as relevant and ready to buy) at the right time (i.e. soon after they have indicated intent – because at this time they’re probably also talking to your competitors).
  • Marketing still needs to play a part here in terms of further nurturing your leads until sales people get the opportunity to speak to the prospect. It can often be quite difficult for a salesperson to pin down a prospect for a call or meeting, and in that time they can go cold or pay more attention to competitors. So marketing needs to play it’s part here by continuing to engage and persuade this lead with strong content and collateral – where the USPs and benefits of your product come through loud and clear in regular reminders to your lead that they should be picking up the phone when your salesperson calls.

Unfortunately, what often still happens, is that both marketing and sales work on the awareness stage, but only sales focuses on the engagement and conversion stages. This means that sales people have less time to spend on selling, and they are trying to sell to people who are not yet ready to buy. This has a negative impact on sales cycle length, average order value, conversion rates, the number of sales made and amount of revenue one sales person can generate.

What should happen is that marketers take full responsibility for the first two stages of the funnel (awareness and engagement), and be held accountable for the quality, quantity and sales-readiness of leads being delivered to sales. This then means that the sales team can spend more time focusing on conversions i.e. doing the actual selling that they’re so good at.

 

You need to get your funnel working in a way that enables more scalable digital marketing to reach and engage more people in the top two thirds of the funnel, and therefore have your sales team focused on conversions at the bottom of the funnel. Once you have achieved this, you would have unlocked profitable, sustainable growth with economies of scale baked in to your business in way that will generate higher profits and add significant value to your business.

 

To learn more about how to manage your scalable, profitable integrated sales and marketing funnel download MPG’s guide to B2B Sales & Marketing integration.

Do you need your marketing team to deliver more leads for your sales team?

Team MPG can help you attract new clients with targeted, lead generating marketing campaigns. We can also help create marketing and sales performance dashboards so that you can measure your joined up marketing and sales KPIs and ROI.

Get in touch today to find out how we can help you.

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Google Analytics is changing – in a big way. GA4 is coming and you need to pay attention

By this time next year, you won’t be able to collect any more tracking data via your Google Analytics account – unless you have implemented GA4. On 1st July 2023, Google Analytics will only process new data via their GA4 (Google Analytics 4) properties – meaning you can no longer track any new data via UA. Google Analytics 360 properties will receive a one-time processing extension ending July 2024.

Because GA4 is VERY different to UA, it is very important you pay attention to this change now and start putting GA4 in place as a matter of urgency. If you assume you can just ‘switch’ or ‘upgrade’ with a click of a button, – you’re wrong. If you want to continue tracking, you will need to set up GA4 from scratch, including new filters, conversions, ecommerce tracking etc. Because GA4 data is structured differently to UA, depending on your set up, this may require custom development to ensure everything is tracked according to your business needs.

After 1st July, 2023, you will still be able to access your previously processed data in your UA property for at least 6 months – during which time Google suggests you export your historical data. Eventually, they will stop giving you access to your UA reports in the analytics interface or access to your UA data via the API. This is a big change, so make sure you have an analytics expert – with specific training/know-how in GA4 working on this for you – asap.

The 3 most important things to be aware of:

#1GA4 is a brand new system

GA4 is a brand new system and has to be set up from scratch (you can’t just ‘migrate’ or ‘upgrade’ your current GA set up). It will also take time to get it properly set up and optimised for your business to give you the data you need.

#2No historical data from UA will be available within GA4

No historical data from UA will be available within GA4. So if you require easy year-on-year comparisons, you need GA4 at least activated at a basic level now to start capturing data.

#3You should set up GA4 now

You should set up GA4 now so it starts capturing data straight away, so on 1st July, 2023 you have historical data to use in the reports. We recommend running GA4 alongside UA for a while so you can use UA for your existing reporting while you fine-tune your GA4 set up.


Do you need help putting GA4 in place and optimising it to capture the data you need to run your business well?

MPG’s web analytics experts are trained and experienced in GA4 set up and optimisation, so we’re a safe pair of hands to help you make this critical transition well.

Please get in touch with Team MPG.

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6 practical marketing considerations when expanding into new markets

Renewd recently hosted a Renewd International Virtual Roundtable discussion, where a group of senior executives from B2B media and events businesses came together to discuss practical considerations when expanding internationally.

To receive Renewd’s next newsletter, which includes the key takeaways from this event, please join Renewd here – membership is free.

The Virtual Roundtable discussion was led by Frances Rose, Founder & CEO, The Share Theory. The attendees discussed what they have learnt from expanding, including cultural differences to take into consideration, and how to hire and effectively manage people in foreign countries.

Based on this discussion, Team MPG’s marketing strategists have been considering six important marketing elements to consider when seeking international growth:

#1Be clear about your specific goals when expanding into new markets

In order to grow and develop your customer base in a new market, you should define what the role of marketing is in this growth plan, and specific marketing communications objectives. These objectives should form part of a comprehensive marketing plan, to ensure your marketing activities show visible and strong ROI against your objectives.

#2Understand your target audience very well – your messaging may need to be adjusted for a new market

Before you write a single word of copy or design any marketing materials, you need to gain a good understanding of your audience in the new market you are targeting. MPG recommends using our community mapping approach. This is a useful tool to understand the composition of your end-user target market, which will be useful when building the right kind of monetisation model to generate revenue in your new market. You need to consider cultural differences, so that from day 1 you’re building brand trust.

Once you have completed your community map, and take into account culture in your new market, you should develop a buyer persona in order to define USPs and benefits for your key market segments. These USPs will help you differentiate your product from the competition – which may look different in your new market compared to where you have previously operated.

You can then move on to building impactful messaging by:

  • Defining the tone of voice you want to deploy
  • Creating a messaging strategy that will inform the core copy you repeatedly use. This should include a strap-line that incorporates your USP, and a series of succinct bullet points focused on your benefits
  • Execute this messaging down the whole marketing funnel. As your prospects become more engaged, ensure your messaging becomes more detailed and persuasive – this creates the ‘desire and action’ which makes them want to enquire or buy your product

#3Build the right brand advocates to help grow your business

To effectively attract and engage the right kinds of customers in your new market, it is helpful to have local team members and advocates who know the cultural differences. You need to find the right people who can help you ‘activate and amplify’.

These early community members are needed to bring others to come on board. If they believe in your brand and your purpose, they will be valuable advocates. Build on the momentum gained from these early adopters by holding open events and running community gatherings to gain more insight and build your followers.

It is also important to accept that starting and building good relationships take time. Therefore, you need to focus on this area well in advance – if you leave it too late, it could mean you have less leverage in terms of value exchange. This could lead to reduced advocacy and campaign effectiveness.

#4Data management and the importance of knowing GDPR and other country-specific data privacy and direct marketing rules and regulations

In order to expand, you will need to build a strong database of contacts by following the relevant data rules. Having a well-organised database will allow you to grow multiple revenue streams, drive higher, more consistent engagement, and make smarter investments.

When expanding into new markets, you need to take into account their various rules and regulations around data privacy, data protection and how data can be used in direct marketing. There are quite big differences between jurisdictions – e.g. the state of California has different rules compared to other US states. What counts here is where the data subject (customer or prospect) is based – not where your company is based.

It is important to do the thorough research and planning for the jurisdictions you want to expand into, because how data can be used will determine the marketing tactics allowed; as well as how your products, systems and processes are set up to be compliant.

#5Investing in the right marketing technologies to enable expansion

To scale effectively and efficiently (and follow data privacy rules), you need the right marketing tech stack.

Having a strong martech stack:

  • Improves customer experience, and allows for a smoother transition between each stage of the customer lifecycle
  • Allows you to track your customers’ progression in the customer journey
  • Helps you make impactful investments, which will mean you can monetise and scale your audiences well, in a more digital world

The right marketing technology is critical for any business expansion, including entering and growing in new markets.

#6Develop marketing dashboards to monitor expansion progress and ROI

To be able to measure the success of your marketing activities when expanding into new markets, you need visibility of your marketing metrics. The best way to get this visibility is to build dashboards that ideally pull data automatically from systems and show you key marketing metrics in real time.

To have fully optimised marketing dashboards, you need to have the right marketing analytics in place to measure the success. A marketing analysis and reporting process is useful to gain insight on how your customers, prospects, and leads interact with your marketing channels. Having your website analytics set up in the right way (with GA4) is critical for understanding how they interact with your site, and can help you create remarketing and retargeting campaigns to build your customer database.

If you’re aiming to enter or grow in new markets, then considering these six marketing elements will help you well on your way!


MPG supports Renewd in building an open network community of specialised subscription, membership, and event professionals. We help organise and participate in roundtables and other community events, such as networking dinners.
To receive Renewd’s newsletters, you can subscribe here for free.


Do you want to grow your business in new markets?

Team MPG’s marketing experts can help you develop the best marketing strategy to grow your customer base and revenue.

Get in touch today to discuss your marketing opportunities, challenges and requirements.

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MPG Newsletter | Spring 2022

Newsletter • Spring 2022

Marketing analytics • Marketing technology • Data • Marketing strategy

In a world where almost every organisation faces extreme uncertainty on a daily basis, it is important to consider how adding more ‘science’ to your marketing can make your organisation more resilient.

What do we mean by ‘marketing science’? Analysis, data, metrics – enabled by the martech and digital tools.

Without these ‘science’ elements, the ‘art’ you put into your marketing won’t hit the mark. With the right level of science applied, your creative and messages will reach the right people, at the right time.

This newsletter focuses on why the science elements of your marketing are essential to survival and important for long term success; and how to invest strategically in marketing strategy, analytics, data, as well as the right martech and digital tools for a strong ROI.

 

You are not currently a subscriber to MPG Insights, but we want to make sure you received this newsletter anyway as it addresses some of the most urgent marketing issues many organisations are grappling with at this time. To become a subscriber (it’s free) – please sign up here.

#1 Marketing analytics and intelligence for evidence-based decision-making

To invest blindly in marketing without a strong understanding of what channels and tactics are delivering the best return can be detrimental to your business. 

The best marketers, those who understand that marketing is both an art and a science, know that they need to have analytics tools and reporting dashboards set up and integrated into their marketing process for evidence-based decision-making.

This marketing intelligence provides the kinds of insights that should feed in to your marketing planning.

 

“It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”
Arthur Conan Doyle – Sherlock Holmes

 

MPG believes the best way for marketers to get the required level of science into their marketing is by building and regularly reviewing dashboards – combining the most important marketing metrics for digital marketers with website analytics that should be at the heart of marketing decision-making.

In a recent MPG Insights resource, we shared our tried and tested website analytics process that helps our clients become sustainable, growing businesses.

DOWNLOAD YOUR PRACTICAL GUIDE TO WEBSITE ANALYTICS


#2 Optimised martech for valuable insights

Many organisations have martech challenges – having either the wrong tech or tools in place, the right tools but poorly implemented or poorly adopted, or missing data flows and integrations. As marketing scientists, finding the right compound, or mix of systems and processes, when it comes to your marketing technology stack is vital for creating long-term, sustainable growth.

Good marketers understand that having an optimised martech stack, will provide you with analytics and behavioural data that should give you valuable customer insight as you see how customers are engaging with your products. If your marketing tech stack is not well set up and fully integrated, then your sales and marketing efforts will be negatively impacted.

Martech is constantly evolving, so systems and the tech stacks within which they operate need to be reviewed regularly. Your martech stack will also need ongoing maintenance to ensure all integrations are functioning as they should.

 


#3 Data

These uncertain times have also brought with them exciting opportunities for innovation, and many business leaders have embraced the changes brought about in their businesses. They understand that they need to invest in their marketing databases to build more resilience into their business, launch new revenue streams, or drive higher engagement with their existing customers.

 

“Data!data!data! I can’t make bricks without clay.”
Arthur Conan Doyle – Sherlock Holmes

 

Marketing leaders know that to acquire the right quality and volumes of data to achieve commercial objectives, you need a fine-tuned approach to building, maintaining, and enhancing your database.

The gold standard is a growing database that is filled with the right contacts, integrated with your website and other systems where data is collected, and where data flows automatically so that you can target the right people, at the right time, with the right message.

Using MPG’s extensive experience in optimising and strategically growing B2B databases, we’ve created a robust process for structuring, growing, and maintaining a database that delivers consistent revenue and drives growth. Here is your practical guide for database development and optimisation:

YOUR STEP-BY-STEP PROCESS FOR DATABASE OPTIMISATION


#4 A strategic, hybrid approach to marketing

As uncertainty continues, business and marketing leaders should be asking themselves the following question: “How can we build a high performance marketing function that is also agile, flexible and cost-effective?”

MPG believes that in most cases, the most effective way to build this kind of marketing function is by using a strategic, hybrid approach.

Finding the right balance, with an integrated internal marketing function that works in collaboration with 3rd party support, is key. MPG recommends that the first step towards this agility in your marketing function is to assess what skills you already have in your inhouse marketing team, and then identify where the gaps are that can be filled by a trusted and external partner.

DISCOVER THE OPTIMAL MIX FOR HIGH-PERFORMANCE MARKETING

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Building a resilient marketing function: putting website analytics at the heart of marketing decision-making

In a recent MPG Insights article, we covered why having a high-performance marketing website is essential to success when it comes to building a resilient marketing function. 

If your business has a well-designed website, with well thought-through and carefully mapped out customer journeys, as well as efficient back end/CMS functionality – you’ll be in a good place when it comes to building resilience into your marketing function.

An important aspect that should not be neglected, is how you evaluate the performance of your website – and thereby also your marketing.

Website analytics reports are critical for understanding your customers, and how they interact with your site, as well as your other marketing channels. This is the #1 marketing priority, as stated by MPG Founder & CEO Helen Coetzee in her blog from 1st January 2022 – In 2022, the most resilient organisations will have relevant and resilient marketing”.

Having a website analytics tool and a reporting dashboard set up and integrated into your marketing process is the only way to make evidence-based decisions to feed into marketing planning and overall business strategy.

Getting value from your website analytics requires going beyond basic stats from your Google Analytics report. Analytics dashboards should be set up for a deeper dive into what you need to know about your website visitors – going well beyond just the number of visitors, pages per session, bounce rate etc.

You need to use the right tools to collect and analyse the data available, so you can understand how your audience is engaging with specific pages on your site, as well as the marketing channels, campaigns, and tactics that brought them to your website in the first place. 

Getting the right setup and process in place for your website analytics helps build a resilient, growing business in 7 ways:

  1. Allows you to see what is driving people to your website.
  2. Enables a good overall customer experience when they get to your website.
  3. Allows you to create personalised customer journeys that deliver the most relevant, compelling, and engaging content to your customers.
  4. Delivers more conversions at an optimal conversion rate – so more web visitors do what you want them to do when they are on your website.
  5. Helps you identify the website content your customers most value, and therefore build strategies and operational plans to create more of the most valued and engaging content.
  6. Means you can leverage your best advocates and create a strong referral engine.
  7. Gives you visibility of which marketing approaches, channels, tactics, and specific campaigns are working best, in terms of driving high numbers of relevant people to your website; and then the specific ROI of each of these, based on website conversions and ultimate revenue these conversions deliver.

Quite simply: if you don’t have website analytics set up in the right way, you can’t know how any of your marketing initiatives are working, what return your marketing investment is delivering, how to improve the return, or how to invest more for growth.

So, if you’re unsure of whether your website analytics is set up correctly and you’re not seeing marketing reports based on these, we recommend you focus on this as your next area of marketing investment. Investing much more in marketing campaigns before their performance is visible to you is not a smart move.

In our next MPG Insights resource, we will be providing a practical guide on which metrics and KPIs you should be monitoring via our website analytics. Subscribe to MPG Insights to make sure you don’t miss out on the next resource, and future useful resources after that…

And in the meantime, if you’d like to speak to MPG about how to get your website analytics properly set up to help your business grow, please get in touch. Team MPG includes website and analytics specialists who can help you get great visibility of your marketing performance and ROI.

GET IN TOUCH WITH MPG TO FIND OUT MORE


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Building a winning B2B membership model: where your marketing should start

When the B2B media and events world was first plunged into the unknown at the start of the global pandemic, many ‘pivots to digital’ focused on creating or strengthening a membership proposition, typically something ‘high value’ (£500+ per user per annum). 

This was a perfectly logical move to make considering the more stable, predictable, recurring revenues that memberships promise. 

And we all know that this is the holy grail of business valuations: 3+ years of healthy, consistently growing membership revenues – fed by both retention (and ideally annual upsell in volume of users and average order value), and a steady stream of newly acquired, good quality members. This is what gets the investors lining up and paying handsomely.  

At this moment in time, we believe it’s important to take a very sober look at what has really happened over the last 18 months or so. Since January/February 2020, business owners faced the catastrophe of live event revenues falling away – knowing full well that digital alternatives were likely to generate a fraction of the revenue. 

Generally speaking, those with relatively established membership products and/or digital subscriptions already in the market saw higher demand for these services. As live events weren’t running (and it took a while for digital events to emerge as reasonable alternatives), their members/subscribers started looking to these offerings to meet their knowledge and networking needs. 

And many that did not already have a membership proposition started working hard and fast to create one. 

But, as organisations in both of these situations will know, creating and establishing a successful membership model requires significant investment and takes time. A reasonable payoff is often only realised 5+ years after the first version of the membership offering was launched. 

And what most successful, profitable membership service owners will know, is that a smart, strategic marketing effort, fully integrated with leading and supporting the sales function, is essential.  

In the early stages, many put most of their marketing dollars into a shiny new piece of martech, seeing this as a ‘silver bullet’ solution to make their membership marketing somehow magically work well with limited marketing resources. This is one of the biggest, most costly mistakes we see made – again, and again. 

What should come first is a robust and well thought through marketing strategy. This should be aligned with and built to fully support your business, product development and sales strategies.

So, where should the marketing strategy start? It should always start with the ‘Control’ part of the SOSTACⓇ model that MPG recommends marketing leaders follow when building a marketing strategy. SOSTACⓇ stands for:

S = Situational Analysis
O = Objectives
S = Strategy
T = Tactics
A = Action (operational plan)
C = Control 

Even though C is the last letter in the SOSTAC acronym, it should come first in your process when developing and implementing a winning membership marketing strategy. Why? Because you need to know how you’re going to measure success, and how your marketing investments are going to help you achieve this success.

If you don’t have the right KPIs, people, systems and processes in place to measure your growth – and where this growth is coming from – how will you be able to prove to your potential investors that you have a strong, predictable and growing membership revenue stream?

Put this measurement system in place at the start of your membership journey, and you will have all the analytics you need to tell your growth story for investors in 3 years time.

This data is what gives you strong visibility of how your membership is actually performing, what is holding you back, and what is driving growth. It’s essential for making good decisions that will enable you to make the right investments and build that ‘holy grail’ membership proposition that will make your business so attractive to investors. 

Focusing on measuring membership marketing success from the very beginning will also ensure your marketing and sales are integrated from the start. Marketing and sales KPIs need to be completely joined up. 

MPG has been working with B2B membership-focused organisations since we launched in 2014, and in all that time the following KPIs have proven to be invaluable in how businesses build a strong marketing and sales function, and how this translates into business value. 

Member acquisition – strategic KPIs for membership marketing & sales

Your key metrics should be focused around:

  • Database
  • Sales & Marketing Qualified Leads
  • Sales & Sales Cycle
  • Revenue
  • Yield

DOWNLOAD YOUR COPY OF THE FULL STRATEGIC KPIS

Member retention – strategic KPIs for membership marketing & sales

Your key metrics should be focused around:

  • Onboarding
  • Engagement Scoring
  • Sales
  • Renewal cycle

DOWNLOAD YOUR COPY OF THE FULL STRATEGIC KPIS

If you already have a membership model in play, it’s not too late to add these KPIs to your existing workflow and business reporting!

Nailing down KPIs and knowing how you will measure and analyse these regularly for good decision making is just the starting point. 

In the coming weeks, we will be publishing a series of blogs about:

  • The ideal member retention process: how to retain members before you start acquiring them – your retention efforts must start the day they sign up for membership. 
  • The ideal member acquisition process: how to build a marketing and sales funnel that becomes a powerful feeder of new business to achieve strong membership growth over an extended period of time. 
  • The best way to build events (in all forms) into your membership offering: to achieve strong member retention rates and to act as a growth engine for membership acquisitions. 

If you’re aiming to build a strong membership offering and you have not already signed up to MPG Insights – now is a good time! Subscribe here to get an email in your inbox every time we publish a new blog like this one, or create another resource (e.g. webinar or report) that you will benefit from. 

 


Is growing membership revenue a strategic focus for your business? 

Team MPG creates and executes on robust membership marketing strategies that support both acquisition and retention growth. Find out more about our approach – get in touch

 


MPG delivered a great series of tailored marketing workshops for the team at China Britain Business Council. This training helped us formulate our membership growth strategy and gave us some very useful, practical guidance on improving our digital marketing and sales tactics.”

Claire Urry, Executive Director, China-Britain Business Council

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