BNJ // EMEA Overview
Helping B2B brands create conversations that work
WELCOME TO BNJ
Helping brands create conversations that work
A little bit about you...
How would you rate your current demand gen strategy?
- Awesome. We have more qualified leads than we need.
- It's OK....but it could be better.
- It is based on email 'spray & pray.'
- Help! Please!
What MAP do you use?
- Adobe Campaign
Your role is best described as:
- CMO, Marketing Director, Head of Marketing
- Marketing Manager, Campaign Manager
- CCO, Sales Director, Head of Sales
- Sales Manager, Sales Executive
You work in:
- B2B marketing
- B2C marketing
B2B MODERN MARKETING
Decisions are made by committee.
The average number of people involved in a decision is 6.8. You need to answer all of their questions, and each has different concerns. This means you need to tailor your marketing materials to each of them.
Directive: You need to have a deep understanding of all the buyers involved in the decision making process and focus on accounts, as well as individuals.
Decisions are made by self-serve.
A recent CEB study of 1,400 B2B customers revealed that 57% of a typical purchase decision is made before a customer even talks to a supplier, which means you need to provide content that facilitates the buying decision.
Directive: You need to know how to tell a great story, in places where it can be found.
No tolerance for being harassed.
Less than 25% of the leads on your website are ready to speak with a sales rep, which means you need to use lead nurture to build relationships with qualified prospects who are not yet ready to speak with sales.
Directive: You need to have a compelling nurture program that willingly lures the buyer deeper into your funnel.
It's a multichannel world.
Despite most companies still focusing their demand generation and marketing strategies around email, this is no longer the only or most effective channel.
Directive: You need a multichannel engagement strategy that includes social, direct, paid and earned channels, using video and mobile...
Mobile is not changing the game, it is the game.
Having a mobile friendly presence used to be enough. Now it is 'mobile first'. Research by Google shows that 42% of B2B buyers use mobile in their buying research, a growth of 91% in the past two years.
“The next wave of competitive advantage will come from <b>deep customer knowledge</b>, engagement tied to the buyer’s timing, and actions based on <b>an obsessive desire to deliver what your customers want</b> before your nearest competitor does.”
At BNJ we believe effective demand generation is about crafting conversations that matter — conversations that build brands, generate interest, and deliver leads.
The secret to crafting conversations that matter starts by telling a great story. There are 3 fundamental principles to storytelling: know your audience, create a great storyline and deliver it with panache.
Know Your Audience
Even the greatest story told to the wrong audience is likely to fail. Knowing your audience, their interests and fears, allows you to tailor the storyline and the manner in which it is delivered.
Develop a Compelling Storyline
"There's not much point in spinning a yarn if your audience keeps losing the thread."
Great storylines spark emotion and generate conversations. They draw people in and make them want to know more. Storylines have to be relevant and tap into the interest of the audience.
How do you tell a great story? Listen here.
Delivering the Story
Great stories come in many different formats (text, video, visual and voice) and a successful story is as much about the manner in which it is told, as it is about the storyline itself. Timing is also key.
Effective marketing is about developing great stories. Compelling, relevant, and delivered on a song.
craft conversations that work
"The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself."
The Importance of Data
Companies very often do not realise the wealth of data they can tap into in order to make their marketing more effective. Whether it is web analytics, CRM or marketing automation data, or indeed the information that resides in the minds of your team, BNJ works with you to uncover this data and transform it into real insights that steer your marketing strategies.
Understanding Your Buyers
Understanding your buyers goes well beyond knowing their location, role within the company, their concerns and who they report to. A real understanding of your buyer includes knowing where they hang out, what communication channels they prefer, what key questions they need answered as part of making their buying decision and, most importantly, the weight of their role in each stage of the process.
Analysing your CRM, social & analytics data together with qualitative research, BNJ develops personas (role-based) or archetypes (state of mind based). These define the factors that influence and affect buying decisions.
Do you have detailed personas/profiles?
- Yes. We use them every day.
- Yes. But we don't really use them.
Know your Buyer's Journey/Cycle
As mentioned in a previous chapter, up to 60% of the buying decision-making process is done by the time your salespeople engage with your buyer, so understanding the steps of their decision making process is essential. Knowing where the buyer research their next purchase decision, be it events, online, or through social channels, allows you to be at the right place, with the right content at the right time, every time.
Developing detailed customer journeys (see above), BNJ can help you target the right person at the exact point where their involvement will influence the buying decision.
Engagement Plans & Conversation Maps
When you know who the buyer is and how they influence the buying decisions, it is time to map out where, when and with what content you need to engage with them in order to make meaningful connections.
Engagement plans define the channels, flow, timings and topics of the interactions with your target audience. Conversation maps define the types of conversations you will be having at each interaction with the buyer.
Only now should you start developing your campaigns and content.
Engagement plans can come in different shapes and sizes, and BNJ will work with you to define the one that works best for your team.
Creativity is not pretty pictures. Creativity is developing contextual, interesting and valuable content, delivering it in a stimulating way, so that it positively influences the buyer decision.
Humans are conditioned to listening to (and being influenced by) great stories. In order to connect with your buyer you need to ensure that your content, campaigns and programs tell a great story.
BNJ helps you tell engaging & connected stories...that also happen to look great!
Marketing Automation - Take the Chance out of Marketing
Once the campaign has been defined, and the content has been developed, marketing automation platforms such as Marketo help you take the pain and chance out of the pre-sales process by tracking visitors and using data, triggers and scoring to determine who should get what, when.
Getting the scoring and triggers, as well as data right is essential for success and providing transparency on the value of each piece of content and the efficacy of the channel in which it is distributed.
A Summary of our Services:
Understanding your customer:
- Market & Competitive Analysis
- Brand Alignment
- Customer Insight and Profiling
Inspiring your customer:
- Conversation Mapping
- Engagement Planning
- Content Marketing Strategy
Engaging your customer:
- Awareness marketing
- Account-Based Marketing
- Revenue Marketing
- Nurture/Sales Enablement
- Media & online advertising
Retaining your customer:
- Influencer Strategies
- Community Engagement
We Can Help
At BNJ we pride ourselves on our unique ability to bring together data, creativity and technology, in order to deliver accountable marketing programs.
If you would like to know more about how we can help you craft conversations that work, delivering brand momentum, interest and leads, get in touch.
The difference it delivers
No two companies or challenges are the same.
The following examples were chosen to demonstrate the range of our expertise across marketing automation adoption, pipeline acceleration and account-based marketing.
GE - Maximizing Marketo Adoption and Usability
Problem: GE invested big dollars into Marketo to increase revenue marketing across several business units. Then they needed help harnessing the power of their investment. They needed a solution for adoption and scale.
Magic: After we designed and built repeatable and scalable Marketo templates, we took to training the other half of GE’s Marketo system – the human half. Our approach included developing a Marketo framework consistent and dynamic enough for an experienced Marketo operator, but user-friendly enough for a novice. Then, we taught GE’s marketing staff how to use the templates with a comprehensive learning curriculum that included onsite workshops and user guide.
Result: Widespread adoption of Marketo; reduced campaign development time and shortened overall time to market.
Watch Brandon decsribe how we did it - https://vimeo.com/118850097
"These templates are nothing short of a productivity breakthrough."
Lawrence DiCapua, Global Leader, Revenue Marketing
Xerox - Driving demand by inspiring decision makers to innovate
Problem: In 2012, the economy was finally recovering, but the news was still full of fear and caution. BNJ’s intensive analysis revealed that businesses who survived the recession were emerging stronger and more confident than ever. They were shedding their old practices and reorganizing, creating opportunities for Xerox to expand. But in a marketplace crowded with “me too” messaging, Xerox’s unique capabilities weren’t hitting home with decision makers.
Magic: BNJ positioned Xerox as a thought leader and the new voice of optimism. We developed an integrated, brand-to-demand campaign that employed an orchestrated mix of personalized emails and highly customized direct mail pieces to drive prospects to their own personalized microsite.
• $2 billion+ in pipeline
• 4x increase in email performance
• 20,000 new prospects
• 1,000 sales appointments
Interactive, personalised infographic
Personalised content landing pages
IBM - Generating demand through data-driven insight
Problem: as IBM rolled out their Smarter Counter-Fraud solution, they discovered their target audience wasn't up to speed on the rapidly expanding scope of the data fraud problem, the threat it posed to their business, and the solutions IBM offered.
Magic: Our approach raised the question of the cost of NOT fighting fraud, using data-driven insights, and paid them off with details about the strength of IBM’s Smarter Counter-Fraud solutions. A visually compelling content platform with gated assets and curated social content feeds, combined with a focused account-based marketing initiative accelerated pipeline.
• 6M+ in Marketing-influenced Pipeline
• 10% add-on leads through social sharing
Thought leadership content
"Definitely a marketing campaign I hope to do again"
IBM Sales Director
TAP campaign dimensional mailer
Need more examples?....Take a look at our showreel:
Are these case studies useful?
- Yes. Great insight.
- A little.
A little bit about us...
Babcock & Jenkins is the quintessential B2B technology brand-to-demand agency. We connect buyers to businesses by artfully and quantifiably building brand, driving demand, and accelerating revenue streams and business growth.
- 23 years pioneering and optimising ways to solve marketing challenges for B2B organisations.
- Team of talented B2B Marketers (strategists, creatives, data analysts and MAP technicians) based in Portland and London.
- Helping global businesses connect with their buyers by building brands, driving demand, and accelerating revenue.
UK leadership TEAM
Mike Boogaard - Managing & Client Director
Mike has over 15 years of experience working with B2B clients across Europe. As head of BNJ UK, Mike teams up with clients to help them deploy best-practice modern marketing.
Julie Wisdom - Strategy Director
Julie, as a strategist, is rooted in the stories we all have to tell — from journalist to ad agency VP, she's never lost touch with the impact of sharing a powerful story. With the current state of Modern Marketing, storytelling has never had a more critical role.
An agency is its people. Its culture. Its collective experience. Its values.
starts with the first step...
Get in touch
Let's start with a conversation...
Where to find us:
177 Wardour Street,
London, W1F 8WX
How to get in touch: