B2B marketing leaders spotlight: Pete Jakob, Marketing Consultant, Purple Salix

As award-winning B2B marketing technology pioneers, there’s very little we don’t know about the B2B marketing world – what makes it tick, where’s its heading and what’s on B2B marketers’ minds.

Having helped shape the B2B marketing arena for more than a decade, there isn’t much we haven’t seen or heard first hand. The same can be said for the B2B marketing leaders, including Pete Jakob, Marketing Consultant, Purple Salix Ltd, who we’ve forged valuable links with over the years.

We recently caught up with Pete to ask him about his thoughts on marketing automation. Here’s what he had to say:

Pete on maximising ROI:

Maximising the return from marketing automation technology actually has nothing to do with marketing automation at all. Really, it’s just an enabler to maximise the return. ROI is about how good marketers’ data is and how relevant their messaging is that they’re sending to clients. It’s also about how well they’re working with the sales team and how grateful sales are for the leads that they’re being provided with. Having done all those three things, marketing automation allows you to do that at scale.

Data has a huge roll to play in maximising the return. In some ways, it can be your greatest asset or it can just completely kill you. There are two specific areas that have got to be completely right, the first one is around the quality of the data. The second area is the depth of granularity of data. 

Pete on using data more intelligently:

There are three ways I’ve seen data commonly being used in a more intelligent way. The first one involves using technology to find people who used to engage with us, but have moved on to a different company. They already know us, if we can find out where they’ve gone and they provide a new email address, then we can bring them back into our fresh campaigns. 

The second example involves where we’ve got an idea of what the sorts of companies are that we want to go after, but don’t have the contacts to pull them into the campaigns.

The third involves filling in the gaps. So, we have an email for someone, but we don’t know what their industry or job title is. Once we get that data in, we can then produce much more sophisticated and productive campaigns.

Pete on GDPR tactics:

GDPR comes into play in May 2018 and I think before and after May, there are two different strategies.

Between now and next May, the game is all about taking the data we have and ensuring it’s as accurate, up-to-date and complete as possible, so we can run encouragement campaigns out to that database to encourage them to opt-in to our data because opt-in is going to be required after May.

For the data that’s not opted in, we won’t be able to send emails to those people after May. The only thing we’ll probably have available to us at any scale is going to be the ability to do display ad retargeting to that audience. From there, we can try and encourage them to give us opt-in permission at that point. I think we’re going to see a huge increase in the use of display ad retargeting through next year.

To see the full interview with Pete for yourself, click here.

If you’d like any further details or would like to find out how we can help you find more customers and sell more to existing customers, contact us on results@cyance.com or 01295 724120. In the meantime, check out our next B2B marketing leaders spotlight video in which Jason Neale, Managing Directo, BMC, focuses on what predictive marketing can mean for sales teams.

If you’d like any further details or would like to find out how we can help you find more customers and sell more to existing customers, contact us on results@cyance.com or 01295 724120.


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