Julian Archer

VP, Principal Analyst

Author Insights


Applying Campaigns in Global Markets: Four Key Building Blocks

Julian Archer April 28, 2020
  • Many campaigns are conceived and planned by a global team without sufficient consideration of the buyers’ needs in different regions or countries
  • Although the required activities of campaign deployment may be clear, misalignment regarding the allocation of roles and responsibilities can cause frustration
  • The building blocks for campaign success sit in the sequencing of tasks and due consideration of internal company operating models and external market factors

Are You Prepared to Be Data-Driven?

Julian Archer April 16, 2020
  • Many organizations talk about being data-driven, but few know what this concept really means
  • A data-driven organization identifies the insights it needs data to inform, effectively manages that data, and empowers its team to use the data
  • Conduct a proficiency assessment to drive capability improvements in insight requirements, data management, and team enablement

What Can Customer Data Platforms Do For You?

Julian Archer December 2, 2019
  • Data fuels the marketing engine, but most B2B marketers have low confidence in the quality and reach of their data and data management skills
  • Customer data platforms (CDPs) promise a packaged solution for these critical challenges
  • All data system acquisition decisions must adopt a rigorous evaluation process to ensure investment is justified and will add business value to the overall tech stack

Seven Steps to Data Confidence

Julian Archer October 31, 2019
  • Account and contact data confidence is only achievable through governance and individual discipline, which involve irksome, tedious and thankless tasks
  • SiriusDecisions’ seven-step approach gives organizations confidence in an effective marketing data strategy
  • The steps provide a tried and tested approach to data management, clarifying how data should be treated to be the efficient fuel that drives business activity

Three Tips for Running a High-Performance B2B Revenue Engine

Julian Archer June 11, 2019
  • A holistic view of the revenue engine aligns the operations team for sales, marketing and customer success
  • By talking less about leads and more about buying groups, marketing teams can finally speak the same language as their sales colleagues
  • Focusing on the revenue engine prompts the sales team to consider the lifecycle of an opportunity – including pre-pipeline opportunity activity

Happy Birthday, GDPR – Here’s Your Report Card!

Julian Archer May 24, 2019
  • The General Data Protection Regulation (GDPR) raised the bar on personal data protection and became enforceable on May 25, 2018
  • Companies around the globe adapted data processes to ensure compliance with GDPR, and other jurisdictions are implementing GDPR-like legislation
  • The one-year report card on GDPR can be summarized as “good beginning, but we need to see continued follow-through”

Forty Percent of Budget Spend and You Still Can’t Measure Event Success?

Julian Archer March 11, 2019
  • Executives are demanding proof of ROI due to the significant cost required to execute in-person events
  • Marketers provide a credible account of an event’s total value by connecting measurement fundamentals to event goals
  • Different metrics may be required to produce relevant event reports that are tailored to different audiences

Completeness of Contact Data Records: A Two-Layered Approach

Julian Archer December 17, 2018
  • Data acquisition efforts must not operate under the assumption that more names are better; instead, properly assess demand generation requirements
  • Organizations need to assess the viability of existing contact records and their ability to support marketing campaigns
  • SiriusDecisions recommends a two-layered approach to evaluating contact completeness

Can I? Can’t I? Demanding Consent for a Marketing Asset

Julian Archer July 30, 2018
  • EU privacy laws have ensured that capturing opt-in consent to receive electronic marketing-oriented communication is top of mind for most B2B organizations
  • Certain prescribed conditions must be met for consent to be compliant
  • Many marketers ask whether it’s permissible to require a data subject to provide consent in exchange for the provision of a marketing asset

Consent Capture: Four Categories of In-Person Event Data

Julian Archer July 10, 2018
  • GDPR is now a fact of life, and personal data privacy is not going away
  • Investing in event contact capture capabilities can ensure effective and compliant growth of your company’s contact database
  • Employees from the sales and marketing teams must play an active role in capturing contact consent

GDPR Compliance: Data Maintenance

Julian Archer April 17, 2018
  • Many marketing functions are choosing “consent” as their preferred lawful basis for processing personal data under General Data Protection Regulation (GDPR)
  • Companies must adopt steps that allow data stewards to consistently evaluate the current state of the marketing contact database for compliance
  • In preparation for when GDPR is enforced on May 25, activating compliance initiatives to drive consent capture is becoming the norm

Summit 2018 Preview: Demand Unit Waterfall®: The Data Model

Julian Archer March 29, 2018
  • The SiriusDecisions Demand Unit Waterfall represents the reality that B2B sales and marketing teams face when promoting and selling their solutions
  • The Demand Unit Waterfall relies on knowing the composition of typical buying groups, and organizations tend to capture that information poorly
  • At this year’s Summit, Julian Archer and John Donlon will present the Demand Unit Waterfall Data Model, which helps organizations structure and capture demand unit data

GDPR Compliance Client Snapshot: Data Intake

Julian Archer February 16, 2018
  • Companies have embarked on a journey toward General Data Protection Regulation (GDPR) compliance
  • Most SiriusDecisions clients have reviewed their data intake via a port-of-entry analysis and are taking steps to improve compliant data intake
  • Having a compliance plan is an essential part of GDPR readiness

The Five Building Blocks of GDPR Compliance

Julian Archer December 6, 2017
  • The severity, reach and importance of GDPR requires business improvement across five key areas of data lifecycle management
  • The Data Compliance Model allows marketing leaders to understand and consider key elements to drive a compliant marketing engine
  • Having a contact’s permission offers a greater ability to personalize communication and instill contact confidence and trust in the company

The Six Factors Driving Corporate and Regional Marketing Alignment

Julian Archer September 29, 2017
  • Tension exists between many corporate and non-corporate teams, both inter-functionally and intra-functionally
  • To make marketing alignment more than a mere wish, marketing leaders should agree to coordinate corporate and regional activity around six key factors
  • Alignment is not static – achieved once, then a permanent fixture; it develops and changes over time

Technology Support: Data Privacy Regulation GDPR

Julian Archer August 31, 2017
  • Companies should emphasize that a focus on gaining prospects’ opt-in permissions can fuel business growth
  • The good news is that technology is available to facilitate and enforce compliant data privacy policies
  • Three areas have caught our attention: consent management, data inventory management and preference management

Four Golf Shots, Four Approaches to Demand Creation and Engagement

Julian Archer July 19, 2017
  • Companies often struggle to understand how traditional demand creation should be aligned with account-based marketing
  • The SiriusDecisions Demand Spectrum considers account insight, joint marketing and sales participation, and available account-specific customization
  • Evaluate the elements along the demand spectrum to align internally in accordance with the most appropriate demand creation and engagement approach

Five Components of an Evolving Preference Management Strategy

Julian Archer June 1, 2017
  • Preference management enables organizations to use data privacy investment to deliver compliance and choice to prospects
  • Integrate consent management and preference management, and connect all programs and prospect touchpoints to the preference center
  • Follow an agreed-upon “evolution” plan as part of a coordinated approach to improved contact engagement

To Localize or Not to Localize: That Is the Question

Julian Archer January 9, 2017
  • Balancing the business benefit of localization and the investment required is an age-old conundrum solved by using a disciplined criterion-based scoring system
  • Evaluate elements from two groupings – market factors and company factors – to prioritize monetary and resource investment across applicable markets
  • Individuals in certain countries and industries are more willing than others to communicate in English

Tata Communications: Programme of the Year Award Winner at SiriusDecisions EMEA Summit 2016

Julian Archer October 5, 2016
  • Tata Communications recognized that it needed to align marketing and sales to enable a continuous conversation across the buyer’s journey.
  • Tata Communications has witnessed a 32 percent year-on-year growth in pipeline and moved the win rate from 27 percent to 39 percent
  • By moving to focus on sales enablement as well as lead generation, there has been a step change in marketing’s contribution to the business
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