The Amazing Power Of Multi-touch Lead Engagement
MAY 2, 2016
They’re an example of multi-touch lead engagement. Nonetheless, multi-touch lead engagement is the next best thing. We live in a multi-channel marketing world. To better tap into lead generation attempts, it’s important to understand why multi-touch systems work so well. Why is Multi-Touch Lead Engagement Important Today? Phone calls.
Wayne Morris, CVP of Marketing, Microsoft Business Solutions: Best Practices on How to Optimize the Full Life Cycle of Global B2B Marketing
JUNE 10, 2015
In this episode of Moneyball for Marketing, Wayne discusses the complex challenges of B2B marketing in a world where sales cycles are long, buyer journeys are nuanced, content is varied, contact is multi-touch and attribution is elusive. Collaboration Campaigns: It’s difficult to establish attribution for complex, multi-touch marketing campaigns.
5 Stages of Marketing Operations, the Unicorns of B2B Marketing
DECEMBER 14, 2015
They oversee nurturing processes, and monitor the metrics that all of these initiatives generate. Also responsible for data hygiene, they structure the reporting processes and evaluate overall return-on-investment. Moving up from the most basic function of marketing operations, a stage two marketing operations role focuses on best practices and critical processes. Happy Monda
B2B Lessons From Boston University
It's All About Revenue
FEBRUARY 16, 2011
In fact, if you are a marketer with kids who have gone off to college or in the process of researching them, you’ve probably already noticed the similarities. In both college admissions and b2b marketing there are long sales cycles, deep research, high buying costs, multi-touch campaigns and plenty of lead nurturing done along the way. Answer: Plenty.
Key SaaS Metrics for Accelerating Growth
OCTOBER 26, 2015
At the C-level, every executive, especially the CEO, continually evaluates how the business is doing on key fronts like sales, customer success, product, etc. Sales cycle ( number of days from lead to opportunity to close): Once the sales team accepts a qualified opportunity, they have the hot potato! How many deals can your sales reps manage and close, in parallel?
Why Account-Based Reporting Is Essential To Successful B2B Marketing
JANUARY 13, 2016
Account-based reporting helps B2B marketers improve on the last 4 steps of the ABM process. Sounds a lot like sales right? And you need middle-of-the-funnel touchpoints data to understand who in each of the accounts you have contacted (touched). You sent 500 gift boxes or outbound calling campaigns and you want to know which of them worked. Targets and quotas.
4 Marketing Analytics That Matter for Driving Higher Revenue
Modern B2B Marketing
JULY 28, 2015
Author: Glen Gow Too often marketers talk about activities instead of outcomes—for example, how many campaigns they ran, how many trade shows they participated in, how many new names they added to the lead database. To change that perception, marketers need to start talking about how their programs impact the whole sales process, with revenue being the core focus.
4 Tips For Successful Demand Generation
B2B Marketing Insider
AUGUST 21, 2012
And so, occasionally, my colleague Rob Krekstein , who is a Senior Director of Global Inside Sales here at SAP, provides his amazing perspective on how to create successful demand generation programs that produce real business results. You must focus on the needs of the buyer and facilitate their buying process, rather than pushing messages at them. Demand Generation
Marketing ROI in B2B: Why is it so hard, and what can we do about it?
JANUARY 3, 2014
The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association , on his Internet radio show. The “why” part is pretty clear: Business buying cycles tend to be long, and involve multiple parties at either end. Whether to calculate returns based on net sales or on gross margin.
Creating Unusually Good Marketing Dashboards, A Guide For Marketing Operations
JANUARY 26, 2016
workflow is a set of processes needed to accomplish a goal, and the resources and people needed to accomplish it. The Open Opportunity Pipeline By Channel report tells you whether you need to generate new pipeline or assist sales in improving bottom-of-funnel (BOFU) conversion rates. When sales needs support? First-touch lead conversion rate by social platform.
CEB Sales and Marketing Summit: Throw Away What You Know
NOVEMBER 5, 2015
I recently returned from the CEB Sales and Marketing Summit in Las Vegas and let me tell you: I was blown away. Companies are doing sales and marketing wrong. We all know the statistic from Forrester that says that buyers do most of their research before they reach out to sales – but have we taken in what that means? Help through through the RFP process. To get news?
Measuring and Managing Marketing ROI: An interview with Jim Lenskold
Sales Lead Insights
MAY 18, 2011
Also keep in mind that running ROI scenarios to show the expected financial contribution from a campaign investment – even without measurements – demonstrates a level of accountability. I've heard B2B marketers say things like, “I don't control the sales process, so why should I be held responsible for the sales results of my marketing programs?” Am I right?
How to Track Content ROI: A Step-by-Step Guide
DECEMBER 3, 2014
Tracking the return on investment (ROI) of your content marketing efforts isn’t always an easy process, but there are ways to approximate the dollar value of each content piece you create with varying levels of complexity. Below, I’ll show you one process I use, as well as describe a few opportunities to go more in depth with your ROI calculations. Example 1: Online Sales.
Digital Marketing Glossary, Part 1
FEBRUARY 17, 2014
Just as we talk about the importance of sales and marketing agreeing on the terms they use for the processes they share, it’s important for marketers to agree on the meaning of the basic terms we use to talk about everyday marketing activities. Uses: Paid, earned, and owned media; sales, customer success, training, marketing campaigns, web pages, microsites, as offers, and more.
The Top Takeaways from Marketo Summit to Bring Back to Your Office and Implement
Modern B2B Marketing
APRIL 15, 2013
As a CMO, I’m not necessarily hands-on with marketing automation, but I went to the Summit to optimize my plan for content marketing and sales and marketing alignment. There’s no perfect answer for sales and marketing alignment – it’s about disciplined communication [Tweet This]. We communicate with the outside world all day long but we often forget to communicate with sales.
How to Measure the ROI of Your Marketing Programs
Modern B2B Marketing
MARCH 14, 2013
Multiple touches. Proverbial marketing wisdom says at least seven touches are needed in order to convert a cold lead into a sale. Whether or not this is the correct number, the principle conveys an element of truth: every marketer knows it takes multiple touches to create a customer. This fact makes it difficult to allocate revenue to any specific touch. Sales.
7 Strategies for Using Content to Market Industrial Products
Industrial Marketing Today
MAY 14, 2010
Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Valve sizing programs – these are great and easy to use tools for any manufacturer of valves for chemical, hydrocarbon and industrial process, power, water and wastewater industries. This kind of sales oriented marketing content is no longer effective.
How to Excel With the Most Underused Marketing Automation Features
MARCH 13, 2012
Lead nurturing is a fantastic way to continue moving your leads through the sales and marketing funnel. According to DemandGen Report , nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. There are a million and one different ways a lead can move through your sales and marketing funnel. Campaign ROI Reporting.
Marketing Automation Trends for 2010
JANUARY 12, 2010
Sales & marketing alignment. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. An attached CRM system can kick the records back into a marketing automation system’s lead nurturing program and alert the assigned sales rep if the leads become active. Methods to the madness: Everybody has methodologies, Sales has SPIN, Customer Centric, etc. funny thing happens when you start planning out communication—it actually happens, it addresses buying cycle gaps and it becomes more effective because it’s cohesive.
Lead Generation Best Practices Part 5: Multiply Touches/Media/Cycles
DECEMBER 7, 2010
The resources and methodologies needed to address these requirements include a smart mix of three core processes : Multi-touch : Frequency matters. From initial engagement to lead qualification and through long-term nurturing, frequent and systematic touches are essential. Multi-media : Use a smart mix of multiple media. Multi-cycle : Most prospects buy at more than six months out, so expand planned contact from over a few days to over several weeks and across multiple sales cycles. The lesson: Don’t give up too early.
Why Automated Email Engagement Should Be Part Of Your Sales Team
JUNE 21, 2016
Automated Email Engagement Solutions are cloud-based softwares designed for use in sales departments to effectively engage qualified leads. These platforms regulate, schedule, and deliver targeted email scenarios to prospects based upon criteria determined by sales reps. From date, time, frequency, and content, Smart Engagement is responsive at every phase of the cycle.
Latest B2B Marketing Trends From SiriusDecisions Summit 09
Anything Goes Marketing
MAY 17, 2009
At some point I would like to come back to each category and focus on them specifically but for now, here is some organized Twitter talk for y’all – enjoy it: Sales and Marketing Alignment jblock : Only 32% of sales and marketing orgs work together to define programs for existing customers. Process drives productivity - start with process then implement technology.