This episode features insights from Vin Turk, a co-founder and the COO at Madison Logic, a provider of ABM solutions. Vin shares his expertise on using CTV and ABM to enhance B2B marketing impact and effectiveness.
He brings a wealth of experience from Madison Logic, emphasizing the integration of strategic data partnerships and advanced intent initiatives to sharpen B2B marketing efforts.
Vin shares invaluable advice: focus on the big picture, maintaining a long-term perspective amid the minutiae of daily marketing challenges. He encourages marketers to embrace experimentation and adaptability, viewing setbacks as opportunities for growth and refinement.
Key takeaways for B2B marketers:
- Tool integration: Ensure your marketing stack is well integrated, allowing for seamless data flow and real-time analytics.
- Start small and experiment: Begin your CTV and ABM journey with a focused approach, gradually scaling based on results and learnings.
- Benchmarking success: Establish baseline metrics before launching campaigns, using them to measure the incremental value of your ABM and CTV efforts.
Check out the video for more, and the full podcast (link below the video) for the entire insightful conversation and in-depth exploration of how to harness the power of CTV precision and ABM in reaching your ideal B2B audience.
Don't miss future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.
Episode Details, Guest Information, and Referenced Links
Episode No. 76
- Live date: March 18, 2024
- Episode link: youtube.com/watch?v=vRbcstJDdg8
- Original podcast episode: CTV Precision and the Power of ABM to Reach the Right B2B Audience: Vin Turk on Marketing Smarts [Podcast]
Guest's social media profile:
- LinkedIn: Vin Turk
MarketingProfs resources referenced in the show:
- CTV Scale Is Here, So Where Are B2B Advertisers?
- Five Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising
"In B2B News" article referenced in the show:
"From the #mpb2b Community" links referenced in the show:
Transcript: CTV Precision and the Power of ABM to Reach the Right B2B Audience, With Vin Turk
Hello to all my Marketing Smarts Live viewers today. I'm super excited to bring you another episode of the Marketing Smarts Live show.
This week's topic is all about CTV Precision and the Power of ABM to Reach the Right B2B Audience.
So, if you're ready to get your learn on, buckle up and let's get ready to rock and roll.
Hey, I'm your boy George B. Thomas, speaker, trainer, catalyst, and host of this here show, the Marketing Smarts Live show, as well as the Marketing Smarts podcast found on your favorite podcast app.
Our guest clips today are brought to you by none other than Vin Turk.
Vin Turk is co-founder and COO at Madison Logic, where he is responsible for creating strategic data partnerships, as well as guiding and growing the company's business intent initiatives.
Prior to co-founding Madison Logic, Vin provided senior account strategy at IndustryBrains, successfully building digital advertising initiatives for some of the largest technology organizations, including Microsoft, Dell, EMC, and Intel.
Before IndustryBrains, Vin engineered business continuity processes and disaster recovery solutions for the Department of Defense at Hanscom Airforce Base in Massachusetts.
Vin is an advisor to a number of Internet startups in New York City. He holds a Bachelor of Science degree in computer engineering from Northeastern University in Boston Massachusetts.
Now, remember the clips of Vin Turk today are pulled from the full Marketing Smarts podcast episode, and if you want to listen to the full interview with Vin Turk and myself, make sure to tune into the Marketing Smarts podcast, link to the full show will be in the description below after the live show ends.
Now, in this episode, again, I'm talking with Vin Turk about CTV Precision and the Power of ABM to Reach the Right B2B Audience.
In this first clip, I wanted to ask Vin, what are tools, tactics, or strategies B2B marketers could leverage for their CTV and ABM needs.
Vin: I'd say the first tool and platform and activation system that I would recommend is Madison Logic. That's a selfish statement. I just think that we're doing such incredible things leveraging data, harnessing our clients' first party information in a very secure encrypted manner, and then the ability to bring them across all these channels is unique. That's exactly what we do.
Then I would say when we look across the broader stack, most marketers today have some CRM system already in place, whether it's Salesforce, Microsoft Dynamics, or even a combo of a CRM marketing automation like HubSpot. What we're seeing is more and more of these platforms are moving at such a rapid pace. We haven't talked about that other acronym yet, the two letter acronym. Maybe we'll get to it, maybe not. But that I think is going to be fueling so much innovation and an acceleration of the rate at which chance occurs inside these tools. Big shoutouts to Marketo, on the marketing automation side, which we use.
Putting these tools together and making sure that they're configured properly and data is flowing accurately and in near real-time when possible is fantastic.
A lot of different systems, though, they don't always play nice together. So something that I'm a big fan of are middleware connector tools, like a Tray.io or Workato. Those folks have spent the time to build out connections into so many different platforms in not just martech, but in business intelligence, data warehousing, sales, and operations, that it enables companies to simply connect in with a few clicks and have their information securely traverse between these systems to just open lots of new opportunities. I think one of the earliest players in that space was Zapier, many years ago. Bootstrap company that built connections, APIs, into so many different systems.
I would encourage you to always stay on the ball on what's happening and what's new, but to your point, George, it's not easy. The volume of new players and those coming out with new offerings is just exploding. Scott Brinker's Martech Landscape every year gets bigger and bigger, until there isn't a PDF large enough to contain all of the logos on that landscape.
Have you tried Madison Logic or your CRM or the other tools Vin mentioned? Put the answer to that in the chat pane or let me know on Twitter using the hashtag #mpb2b and, of course, tag me using @georgebthomas.
We'll get back to Vin Turk and his thoughts on CTV Precision and the Power of ABM to Reach the Right B2B Audience, But first, I have to ask...
Are you part of the MarketingProfs community? If not, become part of the MarketingProfs community by heading over to mprofs.com/mptoday - That's mprofs.com/mptoday.
Now, it's time for one of my favorite sections...
In The B2B News - Where we talk about breaking B2B news or really important tips we find on the Google news tab related to you and your B2B business. This week, the title is...
Frontline Marketing: The Evolution Of B2B Growth Teams by John Arnold,
In recent years, B2B companies have witnessed a profound shift in the way business buyers engage with them.
Today's buyers make decisions in groups and are inclined to maintain their anonymity for longer periods, avoiding contact with salespeople until they are ready, or sometimes entirely.
These changes have major implications for B2B marketers.
According to Forrester's Marketing Survey, 2024, 75% of B2B marketers say that buyers are taking longer to commit to a purchase compared to a year ago, and that's a big jump up from 67% a year earlier.
Because of the increase in anonymous digital buying behavior, B2B marketing leaders are facing a new reality: Buyers have evolved, but B2B marketing hasn't—at least, not fast enough.
To read this article, check out the link below when the live show is over.
So let's get back to Vin Turk and his Marketing Smarts podcast episode.
In this second clip, I wanted to ask Vin, what should marketers be looking at for reporting with the ABM efforts?
Here is what he had to say...
Vin: Here's how I would approach it. Prior to activating an account-based strategy, prior to using connected TV, what did all of our success metrics look like? We can start at the high level, top of funnel vanity metrics, we can go down into pipeline, value, volume, velocity, my conversion rates, average contract value and lifetime value of those customers. Use that as your baseline. Now we're saying we're going to change things up, we're going to deploy account-based marketing, we're going to test these new channels.
The litmus test is, Are we improving upon those baseline metrics. Some of them may not be the case. You may find that it's actually a longer sales cycle, but the upside on the revenue is exponentially greater than the traditional approach. You have that baseline set of success metrics that cannot be argued, it's bought-in at the CRO level, the CFO level, even the CEO level. We know how the business is operated and run, we're trying account-based marketing, we're using these channels, including connected TV. We are going to measure have we increased conversion rates on a small subset of the accounts that we pursued and how does that differ from that baseline metric, average contract value, sales velocity, all of these different ways.
I like to look at this and say, let's establish this before we even start experimenting and let's put out some "guesstimations." What do we think the upside incremental lift is going to be? How is this going to positively improve our conversion rates? Set those expectations with whoever manages you above, and hopefully they send that even further up the chain.
I'm someone that does not like surprises. If you put out even estimates, guesses, here's what we assume is going to happen predictions, regardless of even if you fall far off of that, you planted a flag in the ground saying this is what I expect to happen, and now you can work from that center place. Why didn't it happen this way? Let's dive into the data. Why did our conversion rates go up even more? Was it something about the channel mix? Was it something about the message or the key personas we went after and pursued?
Having the baseline as what you always point back to, always refer and look back to, kind of that rearview mirror saying are we heading in the right direction, and that allows us to recalibrate, maybe putting in higher octane fuel, maybe changing the tires, maybe swerving off the road a little bit and taking a different path.
We will get back to Vin Turk in a few minutes but first it's time for some...
Dope B2B Learnings From The Vault of MarketingProfs Articles
That's right, It's time to dig into the treasure trove of valuable information and pull out two pieces of gold to help you be a better B2B marketer.
Article one this week is: CTV Scale Is Here, So Where Are B2B Advertisers? by Gil Barzilay
Scale has always been an important factor for B2B advertisers. Whenever a new channel or targeting technique emerges that B2C advertisers are warming up to, B2B advertisers—particularly those that are resistant to change—can usually assume that their niche audience would be too difficult or too expensive to reach through that channel.
Connected TV, or CTV, is one such channel. Defined as content viewed on televisions via Internet connectivity, CTV combines the targeting and measurement capabilities of the open Internet with a big-screen, living room experience.
Many companies are excited to finally bring their digital advertising strategies to TV shows, and B2B brands should be part of that evolution.
Article two this week is: Five Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising by TJ Sullivan
CTV/OTT advertising is quickly gaining favor among B2B marketers thanks to its meteoric rise in adoption over the last couple of years.
Now that more people are working from home, and staying home even when they're off the clock, viewership has skyrocketed.
Looking to capture that growing audience, advertisers have scrambled to get in on the action.
US CTV ad spend was predicted to skyrocket 60% to reach $14.44B by the end of 2021 and become one of the fastest-growing channels in 2022.
Because of that growth, B2B marketers are feeling increased pressure to prove the value of CTV/OTT in reaching their target audience.
Want to keep learning more? If so, check the links in the description below after the live show to get access to both amazing MarketingProfs articles.
OK, back to Vin Turk... Let's dive back into this conversation of CTV Precision and the Power of ABM to Reach the Right B2B Audience
In this clip, I wanted to ask Vin, how the heck can B2B marketers get started with CTV Precision and the Power of ABM to Reach the Right B2B Audience.
Vin: One of the best ways to get started is come on over to MadisonLogic.com and take a look at what our CTV offerings are in combination with our entire ABM platform. For those that are maybe looking to just understand the ecosystem and landscape, there are ways that you can programmatically target accounts in the CTV universe via a wide variety of demand side platforms, DSPs. You may not find all of the benefits, on the measurement side especially, by going that route compared to more of an ABM-specific partner or vendor, because they have to appease a wide variety of different types of clients, consumers, and so on.
When it comes to understanding how to start this, what budget to set aside, that's an internal conversation where you have to understand what are the limits of the types of tests that we can run and who, meaning the vendors, we should include in that experimentation and those tests. We usually find that out by talking to the vendors. Be curious, get out there, and identify who may be a fit, and start chatting with them. What I think they'll find is there might be a few players that can combine account-based marketing and CTV. It hasn't really hit the mainstream yet, but I think it's heading there.
Dip your toe into it. Start small. Experiment. Understand each vendor's strengths and weaknesses and where they are focused. Are they purely and exclusively a paid media activation platform that just wants to be the best at paid media, or maybe they're going after different areas of the value chain, personalization, chat bots, and so on. How does that fit into the equation that is your business strategy and where you want to head? That's for every marketer to decide.
We're going to get some words of wisdom from Vin Turk here in a few minutes but right now, it's time to turn the spotlight on you, the MarketingProfs community. Yep, time for...
From The #MPB2B Community
We searched far and wide in the #MPB2B universe to find amazing information and conversation to bring to the masses.
So, first, make sure you are using the hashtag, and second, make sure you have fun and add value to the community.
Then, we'll spotlight you or your crew on the show. This week, it's...
Vahe Habeshian
His post went a little like this...
You've already paid for it—but are you licensed to re-use your B2B influencer content?
Can you repurpose that high-quality content in six months or a year?
In what channels?
And at what cost?
As you negotiate your B2B influencer content, here are 4 key elements to keep in mind
?? https://zurl.co/GZ92
#mpb2b #b2b #marketing #b2binfluencer #influencer #influencercontent #influencerusagerights
But you need to check out the description and click that link to check out the post and read or learn more!
Marketing Smarts viewer, I have to ask... are you going to be next to get the spotlight?
Remember, community, use the hashtag #mpb2b on Facebook, LinkedIn, or Twitter and get the light shined on your awesomeness in the next episode or a future episode of the Marketing Smarts Live show!
Pro-tip, it won't hurt if you tag me in your post as well I'm @georgebthomas on LinkedIn and Twitter.
OK, let's kick it back to Vin Turk and some words of wisdom around this topic of CTV Precision and the Power of ABM to Reach the Right B2B Audience.
Here is what Vin Turk wanted to leave us with...
Vin: I'm going to give you two little ones. Don't sweat the small stuff, which is really look at the larger picture, the longer-term picture of what you're after, and don't get too bogged down in little tiny things that push you to the side a little bit.
The other one is something that my dad said to me when I was in the second grade. I was a drummer and I was starting the orchestra. I had a horrible experience, the orchestra conductor yelled at me and made me cry in front of the whole class there. He [my father] said it's like water off a duck's back. During your experimentation, during your testing, trialing, and entering new things, it's not always going to work out. If you let that bog you down, it's going to suppress that curiosity, it's going to make you not want to be as curious and experiment and see what else is out there.
So, have that long term vision and strategy and goal in mind, and always stay focused on that. You're going to run into issues, hurdles, team members may decide to leave, new people will join that need to get ramped up, there will be setbacks. As long as you stay focused on that North Star, you have that guiding light, you have that compass that leads you to exactly where you know you need to go.
Have you enjoyed today's journey? Let us know, use that hashtag #mpb2b on whatever platform you are joining us on.
