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CMO Marketing Trends for 2022 – Part 2

Posted September 30, 2021

CMO Marketing Trends for 2022 – Part 2

Posted September 30, 2021

Catch the first part of this blog here

In this blog post, we’ll look at five changes CMOs can make to their strategy in 2022 to build a strong foundation for their marketing department.

– Leverage intent data to engage with prospects

70 to 80% of B2B buyers engage with sellers online. Digital interactions are flexible and help to protect the safety concerns for the pandemic for everyone involved. Concerns around safety may blur or fade with time but the flexibility and cost savings of virtual engagement are here to stay. 

CMO’s can use this shift to their benefit by leveraging high-quality intent data to:

  • Resolve Identity of a company showing intent
  • Understand buyer personas, then target appropriately at high value intending companies

Use intent data to find out locations showing intent around topics related to your products and services. Once you identify the location, compile a list of decision-makers from that location and outreach them via the appropriate channel.

Anteriad can help you do that. All you need to do is get the right contact database from us!

– Align with Sales

What is the best indicator of successful marketing efforts?

Simple answer, sales.

When you make great sales that means your marketing is working. When the budget is tight, and the KPI’s are intact, alignment with sales becomes all the more important. Sales talk to prospects all the time. Work with them to define your buyer persona and criteria to filter out the most desirable contacts to pursue. 

Share with them your tech stack and automation processes. Marketing and sales should be on the same page when it comes to the movement of leads across systems. Ensure they get quick access to the data you have. The focus should be on delivering qualified prospects. 

– Evaluate your tech stack

Review your tech stack. Have the right systems in place if you want your team to work in sync and automation processes to run smoothly. 

Wrong systems can slow you down, hamper your progress, and negatively impact ROI. 

On average, every marketing team uses 10 to 120 martech tools. At some point, all of it gets overwhelming and your tech stack feels bloated. SaaS subscriptions make it worse. It all leads to piling up of tools that are rarely used but are there for the sake of it. 

A Gartner study reveals that organizations use just 58% of their tech stack.

There is so much to do- social media, content marketing, lead generation, and email marketing. Amidst all this, a siloed marketing team with a bloated tech stack will slow down your efforts. That’s why it’s important to review your existing tech stack.

Discard what doesn’t align with your marketing goals or isn’t serving a purpose right now. Cleanup your tech stack, make some space before you invest in new technology or service. When CMOs talk to CFOs about marketing budgets, they should know the value of each and every tool they use. That’s why evaluating your tech stack matters. 

– Repurpose old data

Old leads with missing information in your database are like wrecked cars in a garage with incomplete parts.

If you have old leads in your database and you have no idea what to do with them, do not discard them. Instead, try to find out the missing pieces, and enrich them with firmographics and technographics. Once you do so, identify if they come under your ideal buyer persona.

– Get a high-quality data vendor

The quality of data you use is extremely important. Use your marketing budget wisely, invest in intent data. Find a vendor who-

  • Helps you identify your ideal buyer. 
  • Helps you integrate data with your existing tech stack.
  • Provide you with leads that meet your requirements
  • Provide you with data that is verified and up to date

Anteriad helps you find your next customer by fulfilling all the above requirements. 2022 is a few months away. Arm yourself with intent data and set a strong foundation for a successful 2022. 

Discover the intent of your prospects today!