Performance marketing is defined as a form of digital marketing that is entirely driven by results. It is the best solution for companies that aim to reach out to their audience at scale. In such a situation performance marketing is considered ideal as the expenses are based entirely on how users interact online with the brand. Herein you will publish your ad on any of the available performance marketing channels. But you will have to pay based on how well your ad is performing in terms of shares, clicks, sales, or impressions.

Evolution of Performance Marketing

The origins of performance marketing can be traced to the late 90s with the advent of Search Engine Advertising (SEA) and Search Engine Optimization (SEO). Over the years, several new strategies have been introduced that go beyond these two basic concepts and now cover all channels of the digital space. Some of the prominent channels that are now used as a part of the performance strategy are SEO, Affiliate Marketing, SEM, Social Pay per Click, and Programmatic Buying.

In the past few years, Performance marketing has expanded not only to the distribution channels but also to the technological aspects of the thing. Several new opportunities and tools have appeared to help marketers. These include remarketing, behavioral targeting, behavioral preferences, profitability, and several others. Though the importance of incoming traffic analytics has not been eroded at all. In fact, opportunities for performance marketing have exceeded the functionality of Google Analytics.

With the advent of seamless integrations in existing systems, you can now access details related to all performance marketing metrics effortlessly. The priority would be to focus on the needs, interests, and behavior of the target audience. The main focus of performance marketing will always be on identifying a specific target audience with the use of all the available tools.

Marketing Technology News: MarTech Interview with Jennifer Jackson, CMO @ Actian

Top Performance Marketing Trends

The performance marketing space has been evolving at a rapid pace. It becomes vital for you as a marketer to spot the latest trends and leverage them to understand what future trends could be. Here are some of the interest performance marketing trends that you can expect:

1. Rise of Podcasts:

Podcasts have been emerging as a popular platform for marketers across the world. More than 100 million Americans are regularly tuning in to listen to different podcasts. Many of these listeners are spending over 10 hours every week listening to podcasts and are now known as ‘Super Listeners’. These individuals not only pay attention to ads but are also more receptive to ads than standard listeners. If you want to target a new set of audiences for your brand, starting a podcast or being featured in one can be a good way to go. With the exceptional results that podcast advertising is bringing, it surely is one of the best marketing modes of 2024.

2. Direct to Consumer:

Ever since the pandemic hit, most brands made a digital pivot and refocused on D2C sales. The goal here is to eliminate the middleman from the transaction. An increasing number of brands are realizing that shipping products directly to consumers are a much better option that through a middleman. If you are also not satisfied with your distributors, then going the D2C way could be the way ahead for you in 2024. This will allow you more control over your brand and be in direct touch with your customers.

3. Influencer Marketing:

From $1.7 billion in 2016, total spending on influencer marketing in the US has crossed $13 billion by 2021. In fact, more than 68% of US companies with over 100 employees will use influencer marketing as a part of their strategy. In fact, influencer marketing has now entered the realm of B2B marketing as well wherein you can see certain guest speakers promoting the products and services of a brand at events. While influencer marketing is not an instant way to success, it is still a more effective and economic performance marketing strategy.

An increasing number of businesses are now focusing on their performance marketing strategy under the ambit of their digital marketing campaigns. With such interesting trends predicted for 2024, it will be an interesting experience to see how this domain evolves further.

The Martech Weekly (TMW), a Melbourne-based global leader in Martech news, has today officially announced its partnership with Alium, a New York-headquartered buyer intelligence platform that shares what end-users are really saying about enterprise tech.

Globally, marketers have spent up big on shiny new Martech, navigating the minefield of 14,000-plus solutions. Indeed, many marketers have rushed into ill-advised and expensive purchases, fearing their business was at imminent risk of being outcompeted by earlier-adopting competitors.

How we got here

Marketers are experts in marketing, not technology. Even if they have above-average tech literacy, C-suite decision-makers are usually not entirely confident about being able to identify the appropriate solutions for their organisation’s needs.

Sensibly, CMOs and executives typically seek expert advice before making a significant Martech investment.

But that ‘expert advice’ is frequently of questionable provenance and reliability.

The data around the worryingly low utilisation of Martech suggests that something is going wrong somewhere along the line.

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This is where prominent tech-industry players Alium and TMW have spotted a gap in the market. Their new joint venture will provide reassuringly transparent market intelligence. Market intelligence that prioritises providing honest customer reviews to those charged with making high-stakes purchasing decisions.

Introducing the new generation of market intelligence disruptors

Juan Mendoza is an Australian entrepreneur based in Melbourne. He worked for The Lumery, Conversionry and Fusion MusicTech before starting a marketing and technology newsletter at the height of the Covid lockdowns. Four years on, The Martech Weekly (TMW) is a fast-growing company whose content is avidly consumed by senior figures at some of the world’s largest media, technology, consulting, advertising and research companies. (Think Google, Facebook, The New York Times and many major global consulting brands.) TMW has an increasingly global presence, with customers and subscribers in over 65 countries.

Jonathan Sherry is a seasoned entrepreneur based in New York. In 2008, he co-founded CB Insights. Over the course of his 11+ years as its COO, he built and led the company to become the venture capital industry’s preeminent source of research and intelligence. In 2022, Sherry launched Alium, a buyer intelligence platform providing unfiltered access to what buyers are saying about enterprise tech. Alium is backed by Greycroft and Primary Venture Partners.

The introductory email that sparked a promising enterprise

Both Mendoza and Sherry believe the market-intelligence behemoths are torn between conflicting financial incentives.

Mendoza explains the venture was born out of a long-simmering frustration with the status quo. “What have CMOs who want a worthwhile insight into the capacities and performance of a marketing technology typically done?” he asks.

“Maybe they pay a consultant $50,000 to take responsibility for the decision. Perhaps they just buy from a brand in the upper right quadrant, believing they’ll never get fired for doing that. Whatever is happening, it’s not working. Until relatively recently, businesses were spending ever more on Martech but then failing to make much use of it. Inevitably, companies have now reacted by reducing their spend on Martech. That’s understandable, but short-sighted.”

After Mendoza published an essay highlighting, yet again, the unsatisfactoriness of the current arrangements, Sherry emailed him out of the blue. First, an online friendship and then a business plan was born.

“Like Juan, I’ve long had issues with the established players,” Sherry adds. “They clip the ticket at various points, taking money from both tech buyers and sellers. This leads to conflicting incentives, which degrades the quality of the analysis they provide.”

What the future looks like

Mendoza and Sherry have concluded the $50 billion technology research industry is ripe for disruption. Both have runs on the board, so it would be risky for complacent incumbents to assume they have little to fear.

With negotiations now finalised, Mendoza and Sherry are excited to announce their new joint venture. Here’s some further information on how the TMW-Alium tie-up will function.

Alium, a new entrant into the buyer intelligence space, interviews experts with first-hand experience purchasing, implementing, and using marketing technology. Alium compiles this data to provide unparalleled insights into the strengths, weaknesses and opportunities of various marketing technologies from the people whose opinions matter the most: practitioners.

TMW keeps busy marketing technology leaders ahead of the industry with their Wednesday Martech briefing and in-depth Sunday essays. Additionally, TMW identifies the most promising and innovative marketing technologies each year with the TMW 100, ranking the 100 most innovative marketing technologies globally from 1st to 100th place, decided by the marketing technology community and a panel of nine global experts.

From July 1, Alium and TMW will join forces to bring greater clarity to how marketing technology is being used, bought and sold. This will give marketing-industry executives an unprecedented, long-overdue understanding of which Martech tools are worth the outlay.

“We’ve settled on the slogan, ‘Transforming the Martech decision-making landscape’, ” Mendoza says.

“And that’s exactly what we’re about to do,” adds Sherry.

The Martech Weekly (TMW) is a media company that creates content consumed by leading marketing and technology executives in more than 65 countries. TMW also hosts the TMW 100, an industry-first awards program recognising the most innovative marketing tech companies from 1st to 100th place globally.

Alium optimises enterprise technology purchasing for buyers and sellers through actionable zero-party intelligence that is shared by both parties. Buyers leverage Alium to discover, select and evaluate vendors that meet their needs. Vendors use Alium to drive transparent, measurable ROI for their go-to-market teams. We help sales teams source and close more deals. We help customer success teams avoid churn and drive upsell. We help marketers optimise ad spend and unlock competitive intel. Alium is backed by Primary and Greycroft, and is built by the team that founded CB Insights.

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Welcome to this MarTech Series chat, Chris, tell us about your marketing journey and what you’re looking forward to as Twilio’s new CMO? 

I took a nontraditional path that led me to marketing. I’ve held leadership roles in customer success, product management, and marketing analytics. Working in different roles enables me to view the business through a general manager lens rather than a solely marketing perspective – in other words, I am always thinking about how we can grow the business overall.

I’m excited to join Twilio for a couple of big reasons. First, I’m a longtime Segment customer and I’ve always admired Twilio as an innovator in the industry. Second, as customer-focused leader, the opportunity to join a company like Twilio and build the next generation Customer Engagement Platform is incredibly exciting. I’ve spent almost 20 years in various roles in customer engagement and marketing technology, so I understand and love the category. Twilio happens to have world class CDP and the CPaaS platforms and is positioned well to really capture the opportunity AI presents right now.

What about today’s state of B2B marketing is broken in your view? 

In many companies, including B2B, there are silos across tech stacks. There are different programs for CX, marketing, sales and these programs aren’t connected and it’s difficult for these teams to communicate. When building an experience for our customers, we need to think holistically – if you have great marketing but your CX is disjointed, that ruins the experience for customers. The experience needs to be seamless from end to end. As an added benefit, when these silos are broken down, brands also get a full view of the customer and can leverage that data to continually improve the customer experience.

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Tell us more about your marketing strategies that you’ve relied on over the years to boost impact and the martech that has helped power it all?

Over the years, my marketing strategies have been anchored on three core principles:

1. Customer-Centric Focus: We prioritize relevance and empathy in our messaging and experiences to ensure that every interaction resonates with our audience. By putting ourselves in our customers’ shoes, we create more meaningful connections and foster loyalty.
2. Data-Driven Decision Making: A data-driven approach enables us to create targeted campaigns, personalize experiences, and optimize performance continuously. Additionally, we cultivate a “test and learn” culture, where we experiment with different strategies and iterate based on insights gained from data analysis.
3. Agility and Nimbleness: We understand the importance of adapting quickly to changing market conditions, consumer trends, and technological advancements. Whether it’s responding to shifts in consumer behavior or capitalizing on emerging opportunities, we remain nimble to ensure our marketing efforts remain effective and impactful.

How do you use AI in your current marketing plans and martech stack? 

At Twilio, we leverage the data from Segment’s CDP to power our AI solutions. Predictive AI enables our team to predict behaviors based on past actions. Generative AI creates unique and personalized campaigns at scale, builds out audiences, and creates more precise segmentation for campaigns. These solutions can be built and implemented quickly across our teams – to improve our ROI across campaigns.

Can you share your thoughts on the future of AI, marketing and martech: what will the market look like down the line?

There’s a massive opportunity for AI to combine data from across customer touchpoints to drive truly personalized, 1:1 marketing. This is something the industry has been talking about for years, but few have actually delivered on. With AI, every company can have the tools needed to provide personalization across the customer journey for each individual customer,  something we’ve come to expect from big companies that have the resources.

Five daily essentials you feel every B2B CMO should action or follow before we wrap up…

• Always be learning. Get comfortable being uncomfortable, be open to embracing new perspectives, learning, and growing. Leaders too often push to validate their own point of view, rather than seeking to find the truth, which can be counterintuitive. Be curious and try to learn something new everyday.
• Being humble. I’ve been continually delighted that great ideas often come from those you might least expect! We don’t have all the answers so ask lots of questions and assume a beginner’s mindset.
• Get technical, if not already. The science of marketing is changing constantly and marketers need to understand how all the technology works together in order to better lead. This is only going to accelerate with AI. Get smarter every day. Ask your marketing partners to help educate you during executive business reviews.
• Focus on the customer. You really need to deeply understand your customers to successfully serve them. Spend time with them and ask them what they want and need from your brand. Ask them about the problems they are trying to solve and why. At the end of the day, we are in business to help our customers succeed.
• Think like a General Manager or CEO. Too often, Marketers get enamored by our technology and buzzwords. Focus on the customers and growing the business. Translate marketing activities and results into language your peers outside marketing will understand. This will drive credibility and respect from the C-Suite.

Marketing Technology News: How Conversational AI Streamlines Demand Generation and MarTech Workflows

PM Dragonfly, a specialist data and technology consulting agency and Google expert, proudly announces the appointment of Ed Flower as its new Chief Executive Officer. With a wealth of experience in marketing technology and the advertising industry, Ed is poised to lead PM Dragonfly into a new era of growth and innovation, further expanding its partnership with Google.

Ed’s extensive career includes leadership roles such as Global Chief Commercial Officer at Acceleration, a WPP Company, where he played a pivotal role in scaling the company and fostering alliances with key technology partner Google. With over two decades of industry experience, Ed is well-equipped to leverage his strategic vision and commercial acumen to drive PM Dragonfly forward.

This appointment comes at a pivotal moment, coinciding with Tquila’s increased investment in PM Dragonfly. As part of Tquila’s strategy to enhance its technology portfolio, Ed’s appointment underscores Tquila’s commitment to strengthening PM Dragonfly’s market position and vision for growth.

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Ed Flower commented: “Joining PM Dragonfly as CEO is an incredible opportunity to lead a dynamic team and drive innovation in today’s marketing technology consulting landscape. I am excited to help our clients build leading edge data and AI technology capabilities, and help them maximise the value of their marketing investments. With Tquila’s support and a strong partnership with Google, we are well-positioned for success.”

Mark Hutchinson, Chair, Tquila, added: “I am excited to welcome Ed to the PM Dragonfly leadership team. PM Dragonfly is perfectly placed to support CMOs and CTOs in delivering integrated technology solutions that drive real business results.

I am confident that Ed’s experience and leadership will further amplify PM Dragonfly’s capabilities, fuelling their next growth chapter, and I look forward to working with him.”

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Ed’s appointment as CEO unlocks a new era of growth and opportunity for PM Dragonfly. With a focus on technology, data, and innovation, the consultancy is poised to enhance its client digital transformation and performance capabilities.

PM Dragonfly powers the future of marketing and realizes business value by applying human creativity to AI, data and technology.

Tquila is a corporate development and technology company founded by James McHugh in 2010. The company has had several successful builds and exits of 50 to 300 head, pure play software implementation partner businesses across multiple geographies.

Also catch: Episode 199 Of The SalesStar Podcast: Top Trends in Modern B2B Marketing with Emily Singer, Head of Marketing at Drift

For content marketers who are still at the stage of streamlining these efforts; these four crucial quick-tips may help.

A Deeper Understanding of your Audience

Who is your target audience? What type of content do they like consuming? Or, do they like consuming content at all?

While most marketers may create the ideal persona based on their product and service, within this lies a need to uncover a deeper understanding of your target prospect and not just the target account in your list. If for instance, your aim is to create buzz and interest for someone who leads a B2B SaaS product’s marketing team: the type of triggers and content that resonates with this profile and persona will be very different from a target prospect who leads a B2B SaaS sales team.

Using AI powered tools on your brand website to deliver and showcase content based on each person or customizing your brand landing pages accordingly to portray persona based content can actually help cut through the noise and generate interest earlier on in the buying cycle.

Content To Suit The Typical Stages of the B2B Buying Journey

The B2B SaaS buying journey has often been considered to be long winded and complex. With the growth of self-serve models though and the fact that most B2B buyers don’t want to interact with a salesperson when making a buying decision today, the onus now shifts to marketing and content teams to build content flows and campaigns that address each stage of their target account’s and target prospect’s buying journey.

A prospect at the awareness stage might find it useful to read more about a feature in a SaaS product that can enable their own end goals while a prospect at the decision making stage might convert faster if the content leans towards case studies and validations on how key competitors use the product to achieve growth goals.

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Also catch: Episode 200 Of The SalesStar Podcast: B2B buying and selling habits with Raul Murguia, Sr Dir of Integrated Marketing for LinkedIn Sales Solutions

Creating the Right Content to Captivate your Audience

Put yourself in your target prospect’s and target reader’s shoes. Assuming they get hundreds of personal marketing emails as well as several business promotional emails on a daily basis, they are likely not going to consume and read through everything in their inbox, including your content marketing email.

While certain fundamentals like creative email subject lines can be used to drive opens and responses, in a tough marketplace, email content, social media content, marketing campaigns, landing pages, ebooks, webinars: all of these elements need to be captivating enough for a prospect to sit up and take notice.

This is where a combination of creative content formats (Gifs, videos, humor) can be used to get your content to stand out.

Using other digital mediums and channels (including OTT if at all!) to be more creative and reach your target audience where they are at can also enable better output down the line. Secret tip: break away from the traditional to initiate interest faster in the buying cycle.

Quality Versus Quantity

Spray and pray doesn’t work. Some of the known voices in B2B marketing, ABM, ABX and even modern go-to-market experts have validated this time and again.

Content and marketing efforts need to be more focused, narrow and as precise as possible to deliver the right interest to the right audience at the right time. Understanding who your audience is and what piques their interest basis the most sensitive part of their role is what can boost those triggers and interest in your brand.

A simple example: if you are promoting or driving brand interest for a new B2B fintech product: your target buyer would ideally involve the finance team or CRO and revenue team in a particular B2B tech company in most cases. Building fewer but quality focused content based on how B2B financiers consume content is what can help a content marketing team narrow down their efforts and generate the right results along earlier in the long winded B2B buying journey.

There is no right and wrong content strategy in today’s digital and offline marketplace. What works for a particular industry or persona needs to be tweaked to be reused or repurposed for another target industry and persona.

What should lie at the heart of this maze is a thorough breakdown of who your target audience is, where they are most active across today’s multi-channel online world and then using that data to get your brand in front of them with the most relevant type of content.

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1. Using Too Much Jargon

Problem: You could believe that utilizing jargon liberally in your digital marketing assets, such as blog posts, lead magnets (e-books, white papers, etc.), landing pages, email newsletters, etc., is fine and dandy when you specifically discuss business-to-business marketing. But that is not the case.

Solution: Spend some time getting to know your intended audience so you can tailor your content or text. You may modify your writing to more effectively connect with your audience when you thoroughly examine them. Or, put another way, write as they do.

2. Content Is Inapplicable to the Problems

Problem: Though having a fresh content concept is always fantastic, it is only sometimes the best idea if it addresses the frequent issues of the target audience. A team member may have the idea to write an article about the most recent technological advances. Still, if the post is too general or does not directly address your audience, it will not connect with them, leaving them searching for other ways to manage their problem.

Solution: Any marketing campaign should always be designed with a specific target market. Although the target audience could change from time to time, it should be recognized. Each audience has unique traits and pain areas that they can identify with.

3. There Is No Stated Call to Action in the Content (CTA)

Problem: An article’s content is made up of precious information. Delivering pertinent, helpful information to audiences is crucial, but motivating them to take action is equally important. Readers may need clarification about what to do next or how to find out more about the business, product, or service if there is a clear call to action (CTA).

Solution: One CTA should be the central focus of a piece of content. This provides consumers who consume the range with a straightforward course of action after finishing it. There is no set format for the CTA, although it is advised to keep it brief, direct, and to the point.

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4. Focusing Solely on Your Business

Problem: This one is another significant copywriting-related marketing error that is reasonably common in the B2B sector. B2B marketers frequently place a strong emphasis on extolling the virtues of their offering. Although having a superior product or service is undoubtedly advantageous, one may also have other things to offer.

Solution: Once more, adjusting your focus and conducting audience research is essential. Consider your website and its copy from the viewpoint of the audience. As you read the website descriptions, act as though you know nothing about your goods. Are you taking care of the user’s problems? If not, edit your language to show how your company helps its customers.

5. Poor Use of social media

Problem: Social media marketing, whether it is B2B or B2C, is crucial, and this is not news. Social media is one of the best ways to engage with potential consumers, nurture leads, increase brand recognition and authority, and develop deep connections with current clients.

The Solution: Ditch the business speak and choose a simple, sincere method of social interaction. Respond to questions and comments conversationally, using emoticons to sound more human (aka your brand voice).

Although other content marketing errors might occur, these are some of the ones that B2B marketers make the most frequently. To maximize the effect content has on viewers, it is crucial to avoid these and put the aforementioned solutions into practice.

B2B Marketing Strategies

1. Identify the positioning of your brand

You must be completely aware of your brand positioning to develop a successful plan. This sentence encapsulates the who, what, when, and how of your brand identity or how consumers see your company.

2. Decide who your target market is

Find the people who are genuinely in need of the goods or services that your business offers. You may utilize that knowledge to develop customer personas and comprehend the purchasing process, which is a beneficial tool for any marketing.

3. Analyze the competition

Conduct a competitive analysis to examine the market and discover what other companies are marketing to your target market.

4. Look through potential marketing outlets

Your competition study will show you the various marketing channels your rivals successfully employ and the ones they have yet to use.

5. B2B Email Promotion

A tried-and-true strategy for interacting with both individual consumers and company clients is email marketing.

Your efforts to generate a consistent flow of leads and outperform the competition might be seriously harmed by errors in your B2B marketing plan if you’re working with a limited marketing budget and in a cutthroat market. Therefore, make it a point to avoid these common B2B marketing errors in your upcoming initiatives to achieve more and better outcomes.

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Missed The Latest Episode of The SalesStar Podcast? Have a quick listen here!

Episode 191: The Future of Online Shopping with Anh Vu-Lieberman, VP of Conversion Rate and Optimization at Nogin

Episode 190: Current AR Trends in Sales and Marketing with Zac Duff, CEO and co-Founder at JigSpace

Episode 189: The Modern State of Digital Advertising with Mark Melvin, EVP and General Manager at Mirriad

Leading digital marketing business Jellyfish today announces the rollout of an attention-grabbing 3D digital out-of-home (DOOH) campaign for the UGG® brand’s new winter lifestyle collection, to be displayed on the iconic Nasdaq and Midtown Financial LED billboards, owned by the vendor Branded Cities, in New York City’s Times Square. The Southern California-based global lifestyle brand is the first footwear brand to advertise on the new Midtown Financial board, Branded Cities confirms.

The ads debut on October 19th, with three 15-second video assets on display across the world-famous billboards. The screens will play simultaneously, showing off a new product in the UGGextreme range, The Shasta Boot Tall, while also forming part of a wider omni-channel campaign across social, online video, CTV and display to highlight this new collection.

Michelle Hernandez, Director, Omni Digital Marketing for the Fashion Lifestyle Group Brands at Deckers, explains: “We are delighted to partner with Jellyfish on a pioneering 3D billboard campaign in such an iconic location. We’re confident this work will generate awareness and reach for UGGextreme, which is our pinnacle collection of cold-weather boots and outerwear. This campaign and product is designed to deliver extreme protection and allow for bold self-expression, even during the coldest weather conditions.”

She continues: “The prominent location and high-impact format of the digital out-of-home units is matched by its interactivity – conveying the message of UGG’s freedom of movement, which enables you to maximize your winter (play)time with freedom and expression, no matter the weather.”

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Caroline Nichols, Account Director at Jellyfish, adds: “We are thrilled to be the lead company on this eye-catching digital out-of-home execution for UGG. There are so many possibilities to capture attention with digital out-of-home today and we are honored to help this partner and much-loved brand drive mass reach across such engaging placements, right in front of One Times Square. The units serve to showcase the freedom and style offered by UGG and we’re very excited that UGG is the first footwear brand to advertise on the Midtown Financial screen.”

Part of the Brandtech Group, Jellyfish helps brands such as Google, Netflix, Bissell, Uber and Deckers navigate, connect, and harness the platforms that drive growth and engagement. Launched in 2005, Jellyfish has become one of the industry’s most globally certified companies across Google Marketing Platform, Google Cloud, Salesforce, Amazon, and Meta. Employing almost 2,000 people across 38 offices globally, Jellyfish is proud to be at the forefront of the global digital economy. For more information, visit jellyfish.com.