Every year, Marketing Vogue partners with hundreds of B2B tech companies across the APAC region to execute their marketing strategies. We recognize the top performers with our annual Archer Awards. So, what distinguishes the seven 2021 winners from the rest? In this article, we highlight some key strategies that these successful regional programs have in common.
1. Define Your Target Market, But Stay Open to New Opportunities
It’s crucial to begin any campaign with a clear understanding of your target audience. Many of our clients use Account-Based Marketing (ABM) or specific account lists to focus on the companies they believe are most critical to their growth. However, it’s equally important not to ignore potential opportunities from accounts that might not be on your radar yet. One of our Archer Award winners took a hybrid approach to ABM by targeting both key accounts and a wider range of potential prospects who were a good fit for their solutions.
Violet Seah and her team at EnterpriseDB won the 2021 award for Best ABM Program in APAC. Their success came from a “three-pronged strategy” that included three distinct lists of target accounts: key accounts, lookalike accounts, and additional “white space” accounts. This allowed them to target their most important accounts while also leveraging intent data to uncover other organizations that were actively researching solutions in their field. By tailoring follow-up strategies for each type of prospect, they were able to engage across multiple layers of their market.
2. Adopt an Integrated Marketing Approach
Another common thread across winning programs is the use of an integrated, full-funnel strategy. This approach engages tech buyers at all stages of the buying journey. Typically, it involves multiple tactics, such as gathering intent data, placing content in the right contexts, using content syndication, and identifying qualified leads further down the funnel. Dean Quek, from VMware, who won the award for APAC Digital Marketer of the Year, described his strategy as a “three-tiered funnel approach” involving contact acquisition, content syndication, and sales-ready lead generation.
VMware worked closely with Marketing Vogue to build a comprehensive marketing stack that included leveraging contact acquisition tools, content syndication, and lead generation to create a seamless funnel. This multi-channel approach allowed them to target potential buyers at every stage, from initial awareness to final purchase decision.
3. Collaborate and Measure Progress to Refine Campaigns
Several of our award winners emphasized the importance of collaborating with their partners to measure progress and make adjustments where necessary. Dipika Dewan, head of Red Hat’s regional demand center, which won Digital Team of the Year, praised the value of working with partners who share the same vision. She noted, “The Marketing Vogue team aligns with Red Hat’s culture – valuing commitment, courage, and collaboration.”
Intel, which won the Best Thought Leadership Program for the APAC & Japan region, also highlighted the value of working closely with Marketing Vogue’s editorial and customer success teams. By tapping into their expertise and audience knowledge, Intel successfully launched its third-generation Xeon processor in the region. Intel’s marketing director, Basia Borysewicz, commented, “The collaboration between the Marketing Vogue and Intel teams was fantastic. We’re incredibly proud of the results we delivered.”
4. Tailor Programs to Specific Needs
Each collaboration at Marketing Vogue is unique. While our winners share common strategies, we pride ourselves on tailoring each program to meet the specific objectives of our clients. Our deep understanding of their goals allows us to craft bespoke marketing solutions that drive results.
These examples highlight the importance of combining strategic thinking, data-driven insights, and strong partnerships in driving marketing success. Whether it’s through a hybrid ABM strategy, an integrated marketing approach, or close collaboration with trusted partners, these award-winning programs demonstrate that success comes from a mix of foresight, adaptability, and continuous optimization.
