How familiar are you with the phrase, ‘battle gaming’? Also, known as ‘war gaming’, battle gaming is marketing strategy at its finest.
Here Jon Clarke, CEO of Cyance and one of the guest speakers at B2B Marketing’s Ignite event on June 22, explains all.
For those who aren’t familiar with battle gaming, it’s closely linked to the broader marketing challenge that most Chief Marketing Officers (CMOs) face, and that’s connecting up their multiple data points. They might have a CRM and a point of sales in place here and access to their data there, but most are missing a really obvious trick…
…not all of their systems are interconnected, which means they’re not merging and modelling their data from the essential helicopter viewpoint they need in order to harness the full potential of their numerous transactions, interactions and so on. (For more insight on the benefits of making sure your systems and processes are all in sync with each other read, ‘How predictive marketing can accelerate ROI from your marketing technology stack.’)
So, back to battle gaming. If you’re a CMO who’s taken the time to combine their different data points that exist both inside and outside their organisation and are no longer relying on data siloes, once you’ve got to that point, and only then, can you use military tactics.
These tactics are very similar to how the military use battle scenarios to assess what they think the alternative outcome(s) might be before deploying their strategy and resources. In a marketing context, battle gaming follows the same principles and helps ensure marketers focus their resources and time on the activities that will deliver the best return on their marketing investment for the least amount of effort.
Play out scenarios
Battle gaming enables marketers to spot key buyer journeys and play out scenarios plus, ask themselves key questions along the way, such as, ‘Where shall I focus my resources to get the best return on my investment?’ and ‘Where can I get the best bang for my buck?’. The questions that can be answered are endless.
Yes, battle gaming might sound as though it belongs in Star Trek or Star Wars, but it’s not a million miles off from being the norm and it’s all fuelled by data.
But the data boundaries have changed. While most marketers may have gone to a data broker for their data, what they’re provided with is often too static and limiting, plus the data’s immediately decayed before they know it and has decayed even further once they’ve got around to using it. Unfortunately, it’s an irrelevant purchase.
Today’s buyer journey is shorter and 100% digital so, in order to successfully navigate their way around this new battle ground, marketers need to be arming themselves with real-time data and positioning themselves to act at pace or miss the opportunity. Are you ready to take your position or do you still have some strategic thinking to do?
Learn how to use predictive marketing to support campaign attribution in the next, and final post, in our special predictive marketing blog series.