CMO50 #26-50: Mitchell Mackey, Ansell
Ansell’s Mitchell Mackey is on a mission to evolve marketing into a genuine strategic function, owning the customer experience across the business and ensuring it becomes a consistent and sustainable marketplace differentiator.
“From a content perspective, we must be able to answer the pivotal questions: Is it relevant? Is it being utilised sales and marketing? Is it effective?” he says.
“Long-term, the goal is to measure our marketing contribution in terms of marketing sourced and influenced pipeline and closed-won revenue, as well as our influence on recurring revenue.”
From the CMO50 submission
Business contribution and innovation
Marketing content, from thought leadership whitepapers to video and sales collateral, is the fuel that drives B2B marketing, Mackey said. Yet B2B marketing research firm, Sirius Decisions, asserts that 66 per cent of B2B content assets are either under-utilised or not deployed at all in the geographically-distributed, matrix-structured enterprises that are the norm in today’s business world.
This means, for example, that if $1m is invested in content creation, then $660k is wasted as the assets either cannot be found or are irrelevant as they do not meet customer needs and/or are unusable because they are either inaccurate or obsolete.
This is a structural problem that must be addressed, and is something Mackey is now working hard on overcoming. To do this, marketing must make systematic the production, distribution and analysis of content, whilst increasing productivity, delivering measurable results and reducing organisational friction, he said.
Modern marketing and customer engagement thinking and effectiveness
In his submission, Mackey detailed how Ansell is has committed to developing an integrated, efficient content operation delivering effective, transparent and accountable marketing.
Notably, this has meant changing the way the company commissions, produces, manages, deploys and maintains content.
Data and/or technology driven approach
Mackey and his team are developing a B2B content engine featuring content galleries and a centralised marketing calendar, which will enable content to be mapped to customer personas and buying stages. Workflow templates will also be deployed to accelerate content production, while galleries and calendars will be embedded in an integrated sales-and-marketing front-end environment, encompassing CRM, marketing automation and Web content management, to enhance relevancy, drive utilisation and influence revenue.
Marketing has long needed a genuine strategic platform designed to target each content asset for a specific buyer persona at a specific stage in the buyer’s journey, Mackey said.
It makes a profound difference, in an accountability and transparency context, if a content object is visible to all collaborators via a content dashboard and becomes part of our workflow in a calendar format, identifying due dates for content assets and campaigns.
The ability to distribute content to all channels with a click of a button will be both a time saver and an amplifier for Ansell’s marketing efforts. For example, sales people, with sales collateral galleries embedded in CRM, are able to easily post approved content to their Linkedin connections. An integrated content engine, meanwhile, aggregates performance metrics and displays them in one place, including links earned and conversions.
Mackey said website, marketing automation and CRM synchronisation will ensure content can be scored based on its funnel impact. Critically, a dynamic content marketing program facilitates the alignment of global business unit content producers with the regional marketing and the sales teams.
Genuine creativity will always be an essential ingredient in the marketing mix, but the emphasis for Mackey is on measuring and understanding if it is driving revenue or not.
Over time, a dynamic sales and marketing front-end, integrated with the transactional ERP back-end, will enable Ansell to become more agile and to be more creative systematically.
“We need to develop the confidence to experiment and fail more often and get better faster, because our marketing technology backbone yields the real-time data we need to translate into insights, course correct and move forward,” Mackey added.