The Effective Marketer

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A Primer on Sales Competitive Battle Cards

The Effective Marketer

If your company hasn’t created formal battle cards (aka kill sheets, competitive cards, competitor takeout), it will at some point, as this is typically one of the first things sales teams ask. Just the sales team? Only frontline sales or sales executives as well?

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What Marketing Org Charts Tell You About The Business

The Effective Marketer

Although it seems that for certain departments the org chart doesn’t vary much (take finance, sales, even engineering), for Marketing departments the org chart can be all over the place. How quickly they can react and if they are product-centric or sales-oriented..

The Big Myth About Buyer’s Journey in the Digital Age

The Effective Marketer

Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. If you know anything about SiriusDecisions these guys are the top analysts when it comes to B2B sales and marketing. By engaging a sales rep.

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How to Get Sales and Marketing on the Same Page

The Effective Marketer

Internal struggles between sales and marketing are commonplace in organizations of all sizes. Sales and marketing can make beautiful music together in the form of more leads and sales! Tensions abound when sales and marketing leadership are locked in a battle of wills.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Create (generation of “original” demand, focusing on quality, i.e. generating a better lead for sales). Sales Programs.

The 7 Deadly Sins of Product Demos

The Effective Marketer

We have all seen how online demos for B2B SaaS products can become terrible hour-long sessions that don’t lead to any interesting conclusion and it might be time to re-evaluate how your own sales reps are handling their own demos. Product Marketing Sales Enablement Uncategorized b2b demos saas sales enablementMy newest post on Medium covers what you may consider the seven deadly sins of product demos.

Getting Started Guide for Marketing Automation

The Effective Marketer

Step 1: Sales and Marketing Alignment and Documentation. If you did your marketing automation purchase following best practices, the sales team (or at least sales management) was involved to help make the selection. If not, stop what you are doing and meet with the sales leadership. What does the sales and marketing funnels look like? How and in which stage will marketing hand leads off to sales? How will marketing get feedback from sales?

A Content Framework for Sales Enablement

The Effective Marketer

Although not as glamorous, internal content like sales enablement materials are an important component of making sure all that nurturing given to your leads actually convert into deals. Sales Enablement Content. Right after that, I put in the sales rep goals.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical.

When Leads Go Cold

The Effective Marketer

It seems with all the systems we have today to generate, score, and nurture leads, it all comes down to sales. The amount of time it takes for a sales person to follow up with a lead can determine whether the deal is closed or not.

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Reinventing Marketing at GE

The Effective Marketer

Sales force effectiveness. They have to speak product language with R&D and customer language to the sales force. GE's Ecomagination Ad Campaign - Result of the Marketing Transformation Process.

Marketing Automation Catching On Fire

The Effective Marketer

With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments.

Why Sales and Marketing Don't Get Along « The Effective Marketer

The Effective Marketer

from the sales guy. According to a recent chart published by MarketingSherpa (below), 80% of marketers don’t spend time qualifying leads before sending them to sales. What information is required before leads are passed to sales?

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

The agreement was that Sales should be the driver of the creation of the persona, with Marketing only helping the process. So, from a Buyer Persona standpoint, is only natural that Sales, who is most in touch with the person actually making the buying decision will be front and center in the creation of the profile and it will be a great exercise to align sales and marketing.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Sales reps are sharing webinar recordings with prospects, the CEO is blogging his latest thoughts on the industry, the human resources manager is updating the company’s LinkedIn page.

6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

On-Hold Messages: Ditch the on-hold music and the typical sales pitch for something your customers, prospects, and partners will actually enjoy listening to. Post-Sales or Post-Support Surveys : When you send customers surveys about their sales or support experience with your company, make sure you reward their feedback accordingly.

what's your marketing approach?

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? An interesting post by Steve Johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. As marketers, we sometimes fall victims of the routine day-to-day tactical activities and forget why we are doing them.

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Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Aberdeen Shows How to Do Email Marketing Right The new research report from Aberdeen Group “ Email Marketing: Customers Take it Personally ” has some very interesting insights.

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Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Pay for the biggest audience you can afford – whether that’s a billboard, newspaper advertisement, radio or otherwise – and trust that increased sales after the fact resulted from that investment. Which channels move your ideal customer down the sales funnel fastest?

Marketing Automation is More Than Technology

The Effective Marketer

The magic relies on the higher conversion rates throughout the sales cycle. And when the process includes both sales and marketing working together on definitions, on content strategy, and qualification criteria companies see higher response rates overall.

When Inbound Marketing Goes Wrong

The Effective Marketer

Shorten sales cycle. Lets sale show when their prospects are engaging online. The fact that Inbound Marketing is taking over traditional marketing methods is not news. It seems that every eBook, blog post, and webinar is now touting content marketing and inbound marketing as the go-to strategies for the new marketers. Marketing is evolving , there is no denying that.

A Content Framework for Sales Enablement

The Effective Marketer

Although not as glamorous, internal content like sales enablement materials are an important component of making sure all that nurturing given to your leads actually convert into deals. Sales Enablement Content. Right after that, I put in the sales rep goals.

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How Viral Marketing Can Kill You

The Effective Marketer

Be prepared for the traffic : can your website, call center, sales reps, and other relevant operations handle the potential surge in traffic? Viral Marketing, or the spread of ideas (also called Word of Mouth Marketing) is usually thought of as a good thing.

What Do Buyers Want?

The Effective Marketer

The VP Sales doesn’t need a new CRM system, he needs a better way to keep in touch with current opportunities and gain better visibility into the pipeline. Content Marketing content marketing Marketing Automation sales processYou have created all that content, invested in a marketing automation system, and still the leads are not converting. Who is to blame? First, take a closer look at your content and answer the following questions: 1.

A Brief History of Marketing

The Effective Marketer

The Reality of Mad Men (Hartman Center for Sales, Advertising, and Marketing History). I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation.

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

There are lead generation programs, the new email marketing system being implemented, and something the sales department asked you to do (don’t they always?) I’ve heard a few times now from companies that want to get their content marketing engine cranking but haven’t put anything out there yet because of one of the following reasons: We don’t have a marketing person or department. We don’t have enough time to create content.

How Great Content Can Solve Problems

The Effective Marketer

Talk to sales and ask them about the prospects they engage. Then, look for what could be a solution to this problem (I’m assuming you sell products or services to retailers) and create content addressing the issue (maybe “5 ways to squeeze more cash out of your sales” or “The new retail mindset and five steps to improve your margins today” for example). This is the third post in a series of “ Principles of Great Content Marketing ”.

Product Marketer as a Story Teller

The Effective Marketer

Those in product marketing roles are used to being the product experts and the ones who people turn to when they need creation of sales support materials, thought leadership pieces, and other content needs.

How to Include Webinars in Your Content Plan

The Effective Marketer

Typical Audience: Current customers on previous release, sales team, business partners.

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Survey Highlights Email Marketing Effectiveness and ROI

The Effective Marketer

According to the census, “ 55% of all company respondents could attribute more than 10% of their total sales to the email marketing channel, with 17% of respondents stating that email marketing attributed for over 30% ”.

Deconstructing an Email Marketing Campaign

The Effective Marketer

It doesn’t need to be an “offer” like in sales promotion, it could simply be a piece of content that you download or watch online. What does it take to put together a successful email campaign? It all sounds pretty simple when you think of it.

12+ Tips for Trade Show Success

The Effective Marketer

Establish a service level agreement with sales. Enter all leads into a CRM system for Sales follow-up. Hold a post-mortem review with Sales and Marketing. Marketing’s goal is to help out with sales efforts and interact with customers and prospects.

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How Everybody Wins with HubSpot's Funding « The Effective Marketer

The Effective Marketer

We sometimes tend to bundle all of the vendors into one big basket, because a search for marketing software solutions will show more results than you would care to browse and the sales literature of most of them will make you think they all do very similar things.

Making the Most of Your Webinars

The Effective Marketer

Take for instance the following: The average webcasts captures 441 registrants Attendee participation is usually 50-60% of registrations 15-30% of registrants are sales-qualified opportunities The numbers above should be enough for you to go back to your own metrics and see how you compare.

Demand Generation and Lead Management Explained

The Effective Marketer

And Lead management is the process used to ensure there is a link between marketing and sales to prevent leads leaking out, falling out of the funnel. Lead generation Marketing Automation Marketing Management demand generation lead management marketing funnel sales leads

The New Rules of Lead Generation: Book Review

The Effective Marketer

Finally, is not until chapter 5 that the author talks about the marketing and sales funnel, discussing the concepts of Marketing Qualified Lead, Sales Accepted Lead, Sales Qualified Lead, and Sales Qualified Opportunity.

Product Marketer as a Story Teller

The Effective Marketer

Those in product marketing roles are used to being the product experts and the ones who people turn to when they need creation of sales support materials, thought leadership pieces, and other content needs.