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5 Strategies to Supercharge
Your Data-Driven Marketing
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
James Leedom
Marketing Operations Manager, Adobe
Welcome
© Adobe, 2020 2
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Speaker
©Copyright Adobe, 2020 3
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
James Leedom
Marketing Operations Manager
Adobe
Data-driven marketing can transform
your business…
© Adobe, 2020 4
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Companies that adopt
data-driven marketing are
6 times more likely to be
profitable year over year.1
of marketing executives “strongly
agree” that data-driven marketing
is crucial in today’s economy.264%6x
1 Forbes
2 Forbes
© Adobe, 2020 5
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
3 2018 State of the Pipeline Marketing Report
…but data-driven marketing
isn’t easy.
Only 15.2% of B2B marketers are
confident they can measure
performance effectively.3
15.2%
© Adobe, 2020 6
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Why data-driven marketing is so hard
to get right
• Lack of
strategy
• Incomplete or
inaccurate data
• Data that isn’t
normalized
• Corporate
siloes
• Databases grow over
time (and change owners)
• Lack of
commitment
5 ways to supercharge your data-driven
marketing
© Adobe, 2020 7
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Based on our experience,
these 5 strategies can help.
1.
2.
3.
4.
5. Adopt a multi-touch revenue attribution system
Use your data to inform personalized conversations
Get started with account-based marketing (ABM)
Clean and normalize your database
Analyze your customers’ buying journey, and actively
manage your lead lifecycle
1. Clean up your database
© Adobe, 2020 8
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Challenge: garbage in, garbage out
4 2018 State of the Pipeline Marketing Report.
5 https://www.emarketer.com/content/one-fifth-of-companies-believe-most-of-their-customer-data-is-inaccurate
30%29.5%
Only 29.5% of B2B
marketers have confidence
in the quality of their data.4
US companies say that,
on average, 30% of their
data is inaccurate.5
1. Clean up your database
© Adobe, 2020 9
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Challenge: garbage in, garbage out
6 https://www.gartner.com/smarterwithgartner/how-to-create-a-business-case-for-data-quality-improvement/
Data-driven marketing
with inaccurate or
incomplete data is
ineffective — and often
a waste of money.
Organizations believe poor data
quality leads to $15M average
yearly losses.6
$15million
1. Clean up your database
© Adobe, 2020 10
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
• Clear out old and invalid contacts.
• “Wake up” or delete sleeping contacts.
• Identify and delete duplicate records.
• Standardize your input fields.
• Standardize your UTM codes.
What you can do.
Making sure your data
is accurate may be the
most important thing
you can do to improve
your data-driven
marketing program.
© Adobe, 2020 11
2. Actively manage all stages of
the lead lifecycle
One software company surveyed 433 B2B
companies and found that 55% of the leads they
contacted did not respond in 5 business days.7
This is not unusual.
55%
7 https://www.drift.com/blog/lead-response-survey
Challenge: keep the leads you pass to sales from disappearing
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
© Adobe, 2020 12
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
• Map your sales funnel and identify where leads get lost or “stuck.”
• Make sure your leads are really ready for sales before you release them.
• Give sales an easy, automated way to recycle unresponsive leads back to
marketing for more nurturing.
• Design remarketing strategies for “recycled” leads.
• Keep marketing and sales accountable with follow-up SLAs.
What you can do
When you leave no
lead behind, you can
dramatically
increase sales and
marketing ROI.
2. Actively manage all stages of
the lead lifecycle
3. Get started with account-based
marketing (if you haven’t already)
© Adobe, 2020 13
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Challenge: connect individual leads to accounts
of B2B marketers say
ABM has a somewhat or
much higher ROI than
other marketing
activities.8
of B2B marketers
believe ABM has driven
greater success with
their target accounts.9
8 Alterra Group: https://alterra-group.com/2017/01/10/keys-to-the-success-of-abm-investment-measurement-and-alignment/
9 Demandbase 2018.
97% 77%
3. Get started with account-based
marketing (if you haven’t already)
© Adobe, 2020 14
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Challenge: connect individual leads to accounts
45%
When you look at
leads in isolation and
not as part of a larger
account strategy, you
close fewer deals.
10 Demandbase 2018.
11 https://marketingland.com/dun-bradstreet-report-despite-buzz-only-one-third-of-b2b-businesses-are-committed-to-an-abm-strategy-247907
have seen at least
double the ROI.10
But research suggests only
1/3 of B2B businesses use
ABM.11
1/3
3. Get started with account-based
marketing (if you haven’t already)
© Adobe, 2020 15
• Identify high-priority target accounts.
• Study each account and identify key decision-makers and influencers.
• Profile key contacts at each account.
• Create account- and persona-specific content plans.
• Decide how you’re going to score accounts.
• Plan and launch both one-to-one and one-to-many campaigns.
What you can do
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Challenge: switch from cookie-cutter communications to data-driven personalization
4. Use your data to inform personalized
conversations
© Adobe, 2020 16
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
12 2018 B2B Buyers Survey, Demand Gen.
13 Marketo
Website visitors whose
content is personalized
convert 5x more than the
average visitor.13
of B2B buyers expressed a
strong desire for “a website
that speaks directly to their
company.”12
76% 5x
Challenge: switch from cookie-cutter communications to data-driven personalization
4. Use your data to inform personalized
conversations
© Adobe, 2020 17
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Generic
communications
are less effective
and generate
less revenue.
14 Bluecore
Email click-through rates
for personalized emails are
139% higher.14
139%
© Adobe, 2020 18
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
• Take a closer look at who is buying your products.
• Fine-tune your personas.
• Analyze behavioral data.
• Create content to target different industries and use cases.
• Create content for different customer roles in your sales cycle, such as procurement, IT,
etc.
• Choose a platform that offers predictive content.
What you can do
4. Use your data to inform personalized
conversations
Challenge: understand how different strategies at different stages all contribute to sales
5. Adopt a multi-touch revenue
attribution system
© Adobe, 2020 19
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
15 Altimeter 2019 State of Digital Marketing survey: https://www.prophet.com/wp-content/uploads/2019/07/Altimeter_2019-State-of-Digital-Marketing_PDF.pdf
16 Altimeter 2019 State of Digital Marketing survey: https://www.prophet.com/wp-content/uploads/2019/07/Altimeter_2019-State-of-Digital-Marketing_PDF.pdf
of marketers say proving the
impact of digital marketing is
a major challenge.15
say it can be difficult to get
support and investment from
executive leadership.16
47% 46%
Challenge: understand how different strategies at different stages all contribute to sales
5. Adopt a multi-touch revenue
attribution system
© Adobe, 2020 20
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Without the data to
prove that doing
something works, it’s
hard to get the funds
you need to do
more of it.
17 “The 2019 CMO Survey,” Deloitte: https://cmosurvey.org/wp-content/uploads/sites/15/2019/02/The_CMO_Survey-Highlights-and_Insights_Report-Feb-2019.pdf
Revenue attribution
can be especially
challenging for
businesses with long
and complex customer
journeys.
Today, only 24% of B2B
product companies and
35.4% of B2B service
companies can prove
the impact of marketing
activities on revenues.17
24%35.4%
5. Adopt a multi-touch revenue
attribution system
© Adobe, 2020 21
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
What you can do
• Integrate your marketing or revenue attribution platform with your CRM system.
• Define multiple programs and channels and map them to revenue goals.
• Create a revenue attribution model that connects the dots from the first, anonymous
lead to completed sales.
• Track your performance against your goals.
• Adjust strategies to increase revenue.
Key takeaways
© Adobe, 2020 22
To get started with data-driven marketing — or make your existing
program better — consider these 5 strategies:
1. Clean and normalize your database.
2. Analyze your customers’ buying journey, and actively manage your lead
lifecycle.
3. Get started with account-based marketing (ABM).
4. Use your data to inform personalized conversations.
5. Adopt a multi-touch revenue attribution system.
Marketo Engage can help you adopt all of these strategies.
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
Q&A
Copyright © 2020 Adobe. 23
Thank you
© Adobe, 2020 24
WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING

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5 Strategies to Supercharge Your Data-Driven Marketing

  • 1. 5 Strategies to Supercharge Your Data-Driven Marketing WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING James Leedom Marketing Operations Manager, Adobe
  • 2. Welcome © Adobe, 2020 2 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
  • 3. Speaker ©Copyright Adobe, 2020 3 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING James Leedom Marketing Operations Manager Adobe
  • 4. Data-driven marketing can transform your business… © Adobe, 2020 4 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Companies that adopt data-driven marketing are 6 times more likely to be profitable year over year.1 of marketing executives “strongly agree” that data-driven marketing is crucial in today’s economy.264%6x 1 Forbes 2 Forbes
  • 5. © Adobe, 2020 5 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING 3 2018 State of the Pipeline Marketing Report …but data-driven marketing isn’t easy. Only 15.2% of B2B marketers are confident they can measure performance effectively.3 15.2%
  • 6. © Adobe, 2020 6 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Why data-driven marketing is so hard to get right • Lack of strategy • Incomplete or inaccurate data • Data that isn’t normalized • Corporate siloes • Databases grow over time (and change owners) • Lack of commitment
  • 7. 5 ways to supercharge your data-driven marketing © Adobe, 2020 7 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Based on our experience, these 5 strategies can help. 1. 2. 3. 4. 5. Adopt a multi-touch revenue attribution system Use your data to inform personalized conversations Get started with account-based marketing (ABM) Clean and normalize your database Analyze your customers’ buying journey, and actively manage your lead lifecycle
  • 8. 1. Clean up your database © Adobe, 2020 8 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Challenge: garbage in, garbage out 4 2018 State of the Pipeline Marketing Report. 5 https://www.emarketer.com/content/one-fifth-of-companies-believe-most-of-their-customer-data-is-inaccurate 30%29.5% Only 29.5% of B2B marketers have confidence in the quality of their data.4 US companies say that, on average, 30% of their data is inaccurate.5
  • 9. 1. Clean up your database © Adobe, 2020 9 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Challenge: garbage in, garbage out 6 https://www.gartner.com/smarterwithgartner/how-to-create-a-business-case-for-data-quality-improvement/ Data-driven marketing with inaccurate or incomplete data is ineffective — and often a waste of money. Organizations believe poor data quality leads to $15M average yearly losses.6 $15million
  • 10. 1. Clean up your database © Adobe, 2020 10 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING • Clear out old and invalid contacts. • “Wake up” or delete sleeping contacts. • Identify and delete duplicate records. • Standardize your input fields. • Standardize your UTM codes. What you can do. Making sure your data is accurate may be the most important thing you can do to improve your data-driven marketing program.
  • 11. © Adobe, 2020 11 2. Actively manage all stages of the lead lifecycle One software company surveyed 433 B2B companies and found that 55% of the leads they contacted did not respond in 5 business days.7 This is not unusual. 55% 7 https://www.drift.com/blog/lead-response-survey Challenge: keep the leads you pass to sales from disappearing WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
  • 12. © Adobe, 2020 12 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING • Map your sales funnel and identify where leads get lost or “stuck.” • Make sure your leads are really ready for sales before you release them. • Give sales an easy, automated way to recycle unresponsive leads back to marketing for more nurturing. • Design remarketing strategies for “recycled” leads. • Keep marketing and sales accountable with follow-up SLAs. What you can do When you leave no lead behind, you can dramatically increase sales and marketing ROI. 2. Actively manage all stages of the lead lifecycle
  • 13. 3. Get started with account-based marketing (if you haven’t already) © Adobe, 2020 13 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Challenge: connect individual leads to accounts of B2B marketers say ABM has a somewhat or much higher ROI than other marketing activities.8 of B2B marketers believe ABM has driven greater success with their target accounts.9 8 Alterra Group: https://alterra-group.com/2017/01/10/keys-to-the-success-of-abm-investment-measurement-and-alignment/ 9 Demandbase 2018. 97% 77%
  • 14. 3. Get started with account-based marketing (if you haven’t already) © Adobe, 2020 14 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Challenge: connect individual leads to accounts 45% When you look at leads in isolation and not as part of a larger account strategy, you close fewer deals. 10 Demandbase 2018. 11 https://marketingland.com/dun-bradstreet-report-despite-buzz-only-one-third-of-b2b-businesses-are-committed-to-an-abm-strategy-247907 have seen at least double the ROI.10 But research suggests only 1/3 of B2B businesses use ABM.11 1/3
  • 15. 3. Get started with account-based marketing (if you haven’t already) © Adobe, 2020 15 • Identify high-priority target accounts. • Study each account and identify key decision-makers and influencers. • Profile key contacts at each account. • Create account- and persona-specific content plans. • Decide how you’re going to score accounts. • Plan and launch both one-to-one and one-to-many campaigns. What you can do WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
  • 16. Challenge: switch from cookie-cutter communications to data-driven personalization 4. Use your data to inform personalized conversations © Adobe, 2020 16 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING 12 2018 B2B Buyers Survey, Demand Gen. 13 Marketo Website visitors whose content is personalized convert 5x more than the average visitor.13 of B2B buyers expressed a strong desire for “a website that speaks directly to their company.”12 76% 5x
  • 17. Challenge: switch from cookie-cutter communications to data-driven personalization 4. Use your data to inform personalized conversations © Adobe, 2020 17 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Generic communications are less effective and generate less revenue. 14 Bluecore Email click-through rates for personalized emails are 139% higher.14 139%
  • 18. © Adobe, 2020 18 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING • Take a closer look at who is buying your products. • Fine-tune your personas. • Analyze behavioral data. • Create content to target different industries and use cases. • Create content for different customer roles in your sales cycle, such as procurement, IT, etc. • Choose a platform that offers predictive content. What you can do 4. Use your data to inform personalized conversations
  • 19. Challenge: understand how different strategies at different stages all contribute to sales 5. Adopt a multi-touch revenue attribution system © Adobe, 2020 19 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING 15 Altimeter 2019 State of Digital Marketing survey: https://www.prophet.com/wp-content/uploads/2019/07/Altimeter_2019-State-of-Digital-Marketing_PDF.pdf 16 Altimeter 2019 State of Digital Marketing survey: https://www.prophet.com/wp-content/uploads/2019/07/Altimeter_2019-State-of-Digital-Marketing_PDF.pdf of marketers say proving the impact of digital marketing is a major challenge.15 say it can be difficult to get support and investment from executive leadership.16 47% 46%
  • 20. Challenge: understand how different strategies at different stages all contribute to sales 5. Adopt a multi-touch revenue attribution system © Adobe, 2020 20 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING Without the data to prove that doing something works, it’s hard to get the funds you need to do more of it. 17 “The 2019 CMO Survey,” Deloitte: https://cmosurvey.org/wp-content/uploads/sites/15/2019/02/The_CMO_Survey-Highlights-and_Insights_Report-Feb-2019.pdf Revenue attribution can be especially challenging for businesses with long and complex customer journeys. Today, only 24% of B2B product companies and 35.4% of B2B service companies can prove the impact of marketing activities on revenues.17 24%35.4%
  • 21. 5. Adopt a multi-touch revenue attribution system © Adobe, 2020 21 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING What you can do • Integrate your marketing or revenue attribution platform with your CRM system. • Define multiple programs and channels and map them to revenue goals. • Create a revenue attribution model that connects the dots from the first, anonymous lead to completed sales. • Track your performance against your goals. • Adjust strategies to increase revenue.
  • 22. Key takeaways © Adobe, 2020 22 To get started with data-driven marketing — or make your existing program better — consider these 5 strategies: 1. Clean and normalize your database. 2. Analyze your customers’ buying journey, and actively manage your lead lifecycle. 3. Get started with account-based marketing (ABM). 4. Use your data to inform personalized conversations. 5. Adopt a multi-touch revenue attribution system. Marketo Engage can help you adopt all of these strategies. WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING
  • 24. Thank you © Adobe, 2020 24 WEBINAR | BEST PRACTICES FOR DATA-DRIVEN MARKETING

Editor's Notes

  1. Data-driven marketing works. Research shows that companies that adopt data-driven marketing are 6 times more likely to be profitable. A growing number of CMOs are hiring data scientists and directing marketing teams to capture more performance metrics.
  2. But data-driven marketing isn’t easy. Most marketing teams are dipping a toe into data-driven marketing, but aren’t sure if they’re doing it right. The goal of this Webinar is to share some best practices for data-driven marketing and some ideas of what you can do if you are uncertain or stuck.
  3. Why are so many people struggling with data-driven marketing? The first major issue is inaccurate data. As databases grow over time, it’s hard to keep them accurate and up-to-date. People move and change jobs. 1-10% of data entered online is wrong. The less accurate your data is, the effective your data-driven marketing will be. If you’re collecting data from multiple sources, it needs to be normalized so you can analyze all of it together. That means creating a unified data schema as well as standardized fields and nomenclature. Corporate siloes, which make it difficult for marketing and sales teams to partner together and share critical data, can seriously hamper your data-driven marketing efforts. Lack of commitment—such as not creating SLAs for, say, pulling new CRM data into your marketing automation—can slow down your data-driven marketing. And, of course, measuring individual metrics without an idea of how they fit together and relate to your sales cycle can dampen your results.
  4. Whether you’re struggling with data-driven marketing or feel good about your program, chances are you can do better. After talking with our customers, we have a pretty good idea of which strategies can deliver the most value. [Walk through points on slide]
  5. Your data-driven marketing is only as good as your data. Most companies are not confident in the quality of their data. And yet they pursue data-driven strategies anyway. According to Gartner, making decisions (including marketing decisions) with poor quality data leads to an average loss of $15M per year per enterprise.
  6. Your data-driven marketing is only as good as your data. Most companies are not confident in the quality of their data. And yet they pursue data-driven strategies anyway. According to Gartner, making decisions (including marketing decisions) with poor quality data leads to an average loss of $15M per year per enterprise.
  7. • The good news is that cleaning out your database is a straightforward process, and you can automate processes to ensure your database stays clean and accurate over time. An important first step is cleaning out invalid contacts with email addresses that bounce or return an error message when contacted. This might also involve removing contacts with, for example, no contact information. Next, you can choose to “wake up” or delete inactive contacts who haven’t responded to communications for an extended period of time. Generally, contacts that haven’t engaged for 3-6 months or so can be awakened. You could require them to download a piece of content or opt-in again to stay on your list. You may want to delete contacts who haven’t engaged for a year or more. They may not remember who you are and report you as a spammer. Or their email addresses may now be spam traps. Another item on the to-do list is de-duplicating records. Records with the same email address can be safely considered duplicates. To minimize duplicates over the long term, you will need to work with sales and customer service to set companywide standards for data and rules for automatically de-duping. To keep your records clean over time, you can also take a look at your input fields and minimize the amount of text your leads have to input. Drop down menus and multiple choice options can help prevent input errors. Standardizing UTM codes can also ensure that your reporting on lead sources is accurate. For example, you standardize source names and abbreviations, remove duplicate fields, avoid spaces in names, etc.
  8. To get the most value from all your leads, you need to create a data-driven scoring model that you can apply to leads that enter the sales process and then disengage. To do this, you need a thorough understanding of your sales cycle and prospect behavior patterns that correlate with both closed and lost deals. Your analysis should include both recent and historical marketing and sales data. Once you have this model, you can apply a score to “lost” leads and recycle them to marketing for immediate nurture or a long-term drip campaign. Once “recycled” leads in marketing programs earn a high enough score, they can be passed back to sales. To keep everyone from marketing and sales accountable, marketing and sales should agree on reasonable timeframes for following up with and recycling leads, and incorporate them into SLAs.
  9. To get the most value from all your leads, you need to create a data-driven scoring model that you can apply to leads that enter the sales process and then disengage. To do this, you need a thorough understanding of your sales cycle and prospect behavior patterns that correlate with both closed and lost deals. Your analysis should include both recent and historical marketing and sales data. Once you have this model, you can apply a score to “lost” leads and recycle them to marketing for immediate nurture or a long-term drip campaign. Once “recycled” leads in marketing programs earn a high enough score, they can be passed back to sales. To keep everyone from marketing and sales accountable, marketing and sales should agree on reasonable timeframes for following up with and recycling leads, and incorporate them into SLAs.
  10. To get the most value from all your leads, you need to create a data-driven scoring model that you can apply to leads that enter the sales process and then disengage. To do this, you need a thorough understanding of your sales cycle and prospect behavior patterns that correlate with both closed and lost deals. Your analysis should include both recent and historical marketing and sales data. Once you have this model, you can apply a score to “lost” leads and recycle them to marketing for immediate nurture or a long-term drip campaign. Once “recycled” leads in marketing programs earn a high enough score, they can be passed back to sales. To keep everyone from marketing and sales accountable, marketing and sales should agree on reasonable timeframes for following up with and recycling leads, and incorporate them into SLAs. When SLAs are not met, you can use email alerts and instant notification to notify sales reps of hot leads cooling off or marketing of leads that need to be re-nurtured.
  11. To get the most value from all your leads, you need to create a data-driven scoring model that you can apply to leads that enter the sales process and then disengage. To do this, you need a thorough understanding of your sales cycle and prospect behavior patterns that correlate with both closed and lost deals. Your analysis should include both recent and historical marketing and sales data. Once you have this model, you can apply a score to “lost” leads and recycle them to marketing for immediate nurture or a long-term drip campaign. Once “recycled” leads in marketing programs earn a high enough score, they can be passed back to sales. To keep everyone from marketing and sales accountable, marketing and sales should agree on reasonable timeframes for following up with and recycling leads, and incorporate them into SLAs. When SLAs are not met, you can use email alerts and instant notification to notify sales reps of hot leads cooling off or marketing of leads that need to be re-nurtured.
  12. Setting up an ABM program is probably easier than you think, if you have the right tools. Marketo Engage offers ABM capabilities that let you set up account scoring models, assign leads to accounts, deliver account-specific campaigns, and track your performance. Your ABM program should profile your key accounts and identify personas at each company you’re targeting. ABM campaigns can target accounts in particular industries (one-to-many) or even individual companies (one-to-one). Your scoring model should be based on historical data and reflect behaviors that signal strong purchase intent.
  13. To get the most value from all your leads, you need to create a data-driven scoring model that you can apply to leads that enter the sales process and then disengage. To do this, you need a thorough understanding of your sales cycle and prospect behavior patterns that correlate with both closed and lost deals. Your analysis should include both recent and historical marketing and sales data. Once you have this model, you can apply a score to “lost” leads and recycle them to marketing for immediate nurture or a long-term drip campaign. Once “recycled” leads in marketing programs earn a high enough score, they can be passed back to sales. To keep everyone from marketing and sales accountable, marketing and sales should agree on reasonable timeframes for following up with and recycling leads, and incorporate them into SLAs.
  14. To get the most value from all your leads, you need to create a data-driven scoring model that you can apply to leads that enter the sales process and then disengage. To do this, you need a thorough understanding of your sales cycle and prospect behavior patterns that correlate with both closed and lost deals. Your analysis should include both recent and historical marketing and sales data. Once you have this model, you can apply a score to “lost” leads and recycle them to marketing for immediate nurture or a long-term drip campaign. Once “recycled” leads in marketing programs earn a high enough score, they can be passed back to sales. To keep everyone from marketing and sales accountable, marketing and sales should agree on reasonable timeframes for following up with and recycling leads, and incorporate them into SLAs.
  15.   Your data can help you get a better sense of who is buying your products—their role in their companies, their industry, their locations. This data can help you refine your personas. For each persona you create, you can also use data to better understand what kinds of content each persona prefers to consume. Once you know that, you can go about creating the content. Finally, if you have a platform that offers predictive content with machine learning, it can identify who’s coming to your website and deliver the most appropriate experience. Over time, your predictive content platform can learn which content recommendations increase engagement and improve over time. Marketo Engage offers predictive content as well as predictive audiences, which can help you identify prospects that are more likely to take action, such as signing up for events.
  16. Getting leadership to invest in marketing innovation can be a big obstacle to growth. Typically, CMOs use ROI and pipeline metrics to quantify marketing performance for the CEO and CFO. Those can be useful metrics—if they’re accurate. Today, many businesses use spreadsheets and other piecemeal tools to measure marketing attribution. In addition, some businesses use “first touch” and “last touch” attribution models that do not account for everything else that happened on the customer journey. For long and complex customer journeys with many different touchpoints, these incomplete solutions often understate the impact of marketing on revenue. Accurate, multi-touch revenue attribution, then, is essential to marketing-powered growth.
  17. Getting leadership to invest in marketing innovation can be a big obstacle to growth. Typically, CMOs use ROI and pipeline metrics to quantify marketing performance for the CEO and CFO. Those can be useful metrics—if they’re accurate. Today, many businesses use spreadsheets and other piecemeal tools to measure marketing attribution. In addition, some businesses use “first touch” and “last touch” attribution models that do not account for everything else that happened on the customer journey. For long and complex customer journeys with many different touchpoints, these incomplete solutions often understate the impact of marketing on revenue. Accurate, multi-touch revenue attribution, then, is essential to marketing-powered growth.
  18. Marketing automation systems can track performance for different channels, but they can’t always tie all this information together, or link it to sales. Your CRM contains the bottom-of-the-funnel data and actual sales. It should be connected to your marketing automation system. Ideally, your marketing automation system should help you improve marketing performance and gain support for scaling successful innovations. Marketo Engage can do this. For complete accuracy, your system must be able to track the customer journey from the first, anonymous contact (such as a visit to your blog or website) through all the different interactions that precede a sale. You should also be able to define multiple programs, channels, touchpoints, etc. and map your complete customer journey, no matter how long and complex it is. Over time, you can use your revenue attribution model to understand which marketing strategies lead to more revenues and prove the value of marketing.