About Jenny Ayre
Jenny Ayre is the Director of Marketing at Elliptic, a blockchain analytics company. She joined the company in February 2022, initially to establish the campaigns function and lead digital marketing efforts. Since then, she has expanded her responsibilities and now oversees global integrated marketing activity at Elliptic, including campaigns, content, events, and digital marketing operations. Her role primarily involves leveraging the expertise within the company to develop multi-channel, multi-touch marketing campaigns across various content formats, aimed at managing risk and investigating crime for their clients.
You’ve talked about moving towards an account-based strategy at Elliptic. Could you explain how this approach is being rolled out across the company?
This shift towards an account-based strategy is quite extensive. It's a major transformation that goes beyond the marketing department and involves the entire organisation. We're focusing intensely on our dream accounts, which are crucial target accounts spread across our operating regions. By honing in on these key accounts, we aim to build deeper, more strategic relationships that are likely to result in significant growth for us. This method allows us to direct our efforts and resources more efficiently and effectively, making sure we're engaging with clients who have the most potential to impact our business positively.
"We used to look a lot at how many leads we got. Now, we look at things like how much we help the sales pipeline and how people see our brand."
How do you check if this new approach is working?
We’ve changed the way we evaluate our marketing efforts. Instead of primarily tracking the number of leads, we've shifted our focus towards more meaningful metrics like contributions to the sales pipeline and how our brand is perceived in the marketplace. Now, we look at things like how much we help the sales pipeline and how people perceive and engage with our brand. We also want to understand how our marketing activities influence potential and existing customers throughout their journey with us. This helps us ensure that our efforts are not just seen but are effective in driving real business outcomes.
Could you give us an example of how you measure brand impact specifically?
I think all marketers will agree that measuring brand impact can be quite challenging, but for us, it’s vital to our strategy. We use a variety of indicators to gauge how well our brand is doing. Along with some of the more traditional measurements, the success of our events is a big indicator—seeing higher-quality attendees and more engagement at our events compared to previous years is a strong signal of positive brand impact. We also closely watch our media presence and the nature of the inquiries we receive. These elements help us understand our visibility in the industry and how effectively we're perceived as leaders in the blockchain analytics field.
"We set up special teams for each important account. These teams plan together very closely, which helps everyone aim for the same goals."
How about aligning your marketing efforts with the sales team? What challenges have you faced?
Aligning our marketing and sales activity is key to our new strategy. Working as a revenue team we have shared goals and partner on how to best achieve these. One example is the dedicated cross-functional teams established for each of our key accounts. These teams include colleagues from across the revenue team along with the wider business, and they work together on detailed plans tailored to each account. This ensures we can coordinate our efforts and work towards the same objectives.
How is Elliptic using data and tech, especially AI, in marketing?
Our approach to data and technology is quite proactive and at Elliptic we use AI in a number of ways across the business - as evidenced by our recent research release. We’re constantly seeking ways to better utilise data to drive our marketing strategies. AI plays a significant role, especially in handling repetitive tasks, which allows our team to focus on more strategic activities. However, we make sure that AI is used in the right way, without losing the human element. It’s crucial for us to maintain a balance, ensuring that while we leverage technology for efficiency, we don’t lose the personal touch that’s essential for meaningful engagement with our clients.
"It’s about using AI where it helps without losing the human element."
If you were to introduce new ways to measure how marketing helps bring in business, what would they be?
I’d like to implement metrics that provide direct insight into how marketing initiatives contribute to generating new business opportunities. Tracking the journey of these opportunities from their origin through to their final impact on our sales funnel would give us a clear view of what’s working. This data would be invaluable in refining our strategies and ensuring that our marketing efforts are not only visible but also effective in driving real, measurable business outcomes.
About Elliptic
Elliptic is a leading blockchain analytics company that provides comprehensive solutions designed to enhance the compliance and risk management capabilities of cryptocurrency businesses, financial institutions, and law enforcement agencies. Founded with the mission to make crypto asset transactions more transparent and accountable, Elliptic's technology helps organisations combat illicit activities such as money laundering and financial fraud. By offering tools that allow for detailed analysis and tracking of blockchain transactions, Elliptic empowers its clients to both secure their operations and aid in criminal investigations, ensuring safer and more compliant financial practices in the digital age.
About 6sense
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