Slide deck of Laura Hoffman, from the 2013 Industrial Digital Marketing Summit by IHS Globalspec. As a stree-smart marketer who is an avid believer in attaining continuously better marketing through technology and inspired teams, these slides address specifically the opportunity presented to marketer's today by using marketing automation platforms to contribute to the sales process. It is an excerpt presentation which was part of a larger panel on Effective Lead Management, which is described by Globalspec below:
Efficient Lead Management Panel
Marketing is facing a dynamic period of change and opportunity, as a result of the increasing flood of prospects and buyers online researching, comparing and buying products. Each day, prospects are engaging with your products and services in a variety of ways from online advertising, to website visits, and content downloads.
You, as an industrial marketer, can easily get overwhelmed by the number of leads generated by your online marketing activities. You should be prepared with efficient CRM and marketing automation platforms as well as a strong follow-up strategy. You will also need to understand the value of having a repeatable, automated process to "marketing qualify" leads prior to sending to sales for follow up.
To align with today's evolving sales funnel, marketing automation platforms are growing rapidly in deployment and are being aligned to sales CRM systems. In this presentation, understand how a strong lead nurturing process will shorten the sales cycle and create a perception that your company is customer service oriented by being responsive and easy to engage and transact.
•How the evolution of online research and buyer behavior change the rules for marketing
•The top three challenges industrial marketers face
•How today's environment presents an opportunity for marketers
•How marketing automation can help you "qualify" leads
•Benefits of a strong lead qualification process can have on the perception of your business