Market View
Beyond MQLs: Reframing success in B2B marketing
Sponsored by:
Produced by:
Ross Brown
Head of Email Marketing at Gungho Marketing Ltd
Market View
Beyond MQLs: Reframing success in B2B marketing
Sponsored by:
Produced by:
Ross Brown
Head of Email Marketing at Gungho Marketing Ltd
About Ross Brown
Ross Brown is the Head of Email Marketing at Gungho Marketing Ltd, a position he has held since October 2021. With nearly six years of experience at the company, Ross has progressed through roles including Digital Account Manager and Senior Digital Account Manager. Based in England, he specialises in onboarding new clients, implementing innovative systems and processes, and developing tailored marketing strategies to meet diverse client needs in the RegTech sector.
How do you approach personalisation and targeted segmentation in your email marketing strategies, and what impact has this had on campaign effectiveness?
Our approach is rooted in our rich data set, which allows us to provide vital data points for our clients to tailor their messaging based on specific company characteristics. For instance, when targeting a tech vendor like a U.S. financial institution, the messaging differs substantially depending on the entity. Take major players like Wells Fargo or Bank of America versus a community bank—the personalisation needs are distinctly different.
Our deep domain expertise and carefully curated dataset houses key information at account and contact level, allowing us to segment audiences on behalf of our clients. This dataset provides insights like company size, number of employees, and managed assets, which is crucial for crafting personalised messages.
Once we've identified and segmented the audience, we work with our clients to meticulously develop content that aligns with these characteristics to ensure relevance. In B2B contexts, elements like case studies and social proof are vital. Mentioning work with a large institution serves as a strong endorsement and demonstrates capability, but it needs to be used judiciously. While it highlights credibility with large institutions, it may not resonate the same way with a small bank facing different challenges.
Our work spans various areas including anti-money laundering, KYC, fraud prevention, and third-party risk management, covering a wide range of industries and company sizes. It's imperative that messaging is tailored to suit each target audience's unique circumstances and starting points. Each scenario demands a tailored approach to ensure messages not only reach but also resonate effectively with the intended audience.
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Our deep domain expertise and carefully curated dataset houses key information at account and contact level, allowing us to segment audiences on behalf of our clients.
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We don't rush our communications; everything is meticulously planned and sequenced.
With the increasing ease of sending emails, how do you ensure that the content you deliver remains high-quality and relevant to your audience?
We have stringent processes in place to ensure quality. For each email campaign, multiple team members review the content and the targeted audience to ensure accuracy and relevance. We don't rush our communications; everything is meticulously planned and sequenced.
We employ technology that helps manage audience engagement. Our data is live and utilised company-wide, which helps us keep our campaigns focused and relevant, rather than just bombarding all contacts indiscriminately.
Furthermore, we have a behaviour-based approach to targeting. If someone isn't engaging, we might reintroduce them later under a different topic where they might be more interested. It's all about ensuring that the content is not only seen but is also pertinent and valuable to the recipient.
In terms of volume, our standard email marketing packages start at 2,000 emails per month, with custom packages available for larger campaigns. We've always had the capacity to send more emails, but we adjust our output based on the relevance and timeliness of the content. We're always mindful of quality over quantity.
You mentioned a Salesforce project aimed at enhancing connectivity between email marketing and telemarketing. How do you anticipate this integration improving your overall marketing strategy?
The Salesforce integration has been transformative for us. Previously, we utilised various tools for email marketing, but now with Salesforce Marketing Cloud, we're seeing significant benefits. This integration provides seamless, actionable insights to our telemarketing team, removing friction in the process and making it easier to leverage capabilities.
We specialise in lead generation throughout the funnel. The ability to use targeted email campaigns effectively boosts the telemarketing side by providing intent data and responses. Some accounts are practically inaccessible by phone, making email an essential entry point.
Integrating these systems means all the relevant information is readily available for the team to use, allowing us to personalise not just at a personal level but at an account level. It removes the need to manually sift through data, allowing us to focus on other strategic areas.
Essentially, this automation significantly enhances our efficiency by streamlining processes that were previously more manual. This lets us dedicate more time to areas that can benefit from a more hands-on approach.
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Integrating these systems means all the relevant information is readily available for the team to use, allowing us to personalise not just at a personal level but at an account level.
How do you navigate the challenges of measuring campaign success, particularly in terms of revenue generation and pipeline development?
Our focus is more on pipeline rather than immediate revenue generation. This is particularly important because in our industry, sales cycles can extend to 18 months or more, making immediate revenue generation an unsuitable tracking metric. For us to maintain long-term client relationships, revenue generation is crucial, but the lead generation aspect is more short-term. So, for day-to-day operations, focusing on the pipeline is most pertinent.
It can be challenging because each client has different expectations. Some expect a qualified meeting to involve an hour-long, face-to-face discussion, complete with budget discussions and project planning. Others might be content with a brief 15-minute chat to touch base and gather some initial information. Consequently, success metrics can vary significantly between clients, and so does our output.
For the email side of things, our system is primarily based on credits for emails delivered, not on broader outcomes. As we enhance integration with the telemarketing team, however, we expect our measurement of success to encompass a more complete picture. Soon, we'll be able to provide our clients with comprehensive data at the point of conversion, which will offer a more detailed view of the customer journey.
Ultimately, while we're focusing on pipeline as a key metric, it's also about the quality of that pipeline. We consider various stages depending on the specifics of the email campaign, always circling back to quality over volume. This approach allows us to provide meaningful, actionable insights to our clients despite the challenges of long sales cycles.
About Gungho Marketing Ltd
Gungho Marketing Ltd is a dynamic marketing services firm based in Dorchester, England. Specialising in email marketing and telemarketing, the company focuses on creating and implementing innovative strategies tailored to the unique needs of each client, particularly in the RegTech industry. With a 17-year track record, Gungho Marketing combines cutting-edge technology with personalised approaches to drive client success through effective communication strategies.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.
