ANALYSIS OF BENEFITS UNQUANTIFIED BENEFITS FOR A B2B Customer Journey: ORGANIZATION Interviewees from organizations that operate in a Director of marketing business-to-business (B2B) model mentioned operations, digital marketing additional B2B benefits that their organizations experienced but were not quantified for the B2C B2B marketers depend on technology to collect composite organization. data, generate insights, target audiences, and The director of marketing operations at the digital deliver relevant interactions. According to marketing provider reported significant B2B benefits Forrester’s 2021 report “Research Overview: with Marketing Cloud. While describing their Mastering B2B Marketing Technology,” as digital organization’s use of Marketing Cloud for account- marketing becomes more complex, B2B based marketing, they shared: “Marketing Cloud is organizations turning to automation are creating dynamic, customer-driven systems of insight the central nervous system of everything that we’re doing. We set up automations based on a defined list and engagement that help buyers achieve their of key accounts and have nurture programs set up for business goals. specific companies as well as dynamic content that The director of marketing operations at the delivers personalized experiences to those folks digital marketing provider described how their when they’re hitting a landing page or when an organization harnessed B2B benefits with engaged template is sent out to them. The strategy is Marketing Cloud Account Engagement. Key to define key accounts with sales, develop plans of automations included: action to generate leads, and [determine] where we’re going to find those folks. Then we bring them • Lead assignments. into the system to deliver really personalized one-to- • Customer communications by lifecycle. one experiences.” • Sales communications, alerts, and tasks. Results from the Marketing Cloud investment for B2B • Reporting processes. organizations included: • Improved connection with sales. The director of With Salesforce Account Engagement, the ease marketing operations stated, “The visibility that of automation meant that the director of we get from these platforms helps me have a marketing operations at the digital marketing better conversation with sales.” provider reported faster time to value. • A 125% growth in leads compared to a year prior. They shared: • A 15% to 40% increase in revenue from “Of all the automation systems out there, marketing sourced leads. Salesforce is hands down the fastest in terms of getting rules and automations set • A 20% overall revenue growth. up and connecting to Salesforce. • A 105% growth in revenue from one product It really helps you connect with sales. through marketing influence. It helps to get better work, to make better campaigns, to make better iterations, and you’re able to do it pretty quickly. There’s really no better B2B marketing automation system.” THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 25