The 11-tip document provides tips to optimize multi-channel marketing campaigns. Some key points:
- Half of companies do not achieve sales quotas due to poor lead management.
- The tips include clearly defining sales-ready leads, ensuring data accuracy, implementing a lead management system, syncing content to prospects, using telequalification, prospect nurturing, compelling offers, increasing urgency over time, and analyzing metrics.
- Case studies show email plus telemarketing can increase qualified leads by 13x over email alone. Nurturing improves conversions as prospects are contacted multiple times. Analyzing metrics allows refining tactics to improve results.
11 Tips to Optimize Your Multi-Channel Marketing CampaignsVivastream
This document provides 11 tips for optimizing multi-channel marketing campaigns. Tip 1 is to clearly define what constitutes a "sales-ready" lead. Tip 2 is to map the end-to-end buying, selling, and demand generation processes. Tip 3 is to ensure prospect data accuracy by standardizing the prospect database. The remaining tips provide recommendations for segmenting targets, implementing lead management systems, syncing content and messaging, including tele-qualification, prospect nurturing, using compelling offers, and making calls-to-action more urgent over time. Case studies demonstrate how integrating email and telemarketing can increase qualified leads by 13 times compared to email alone.
Mastering the Direct Sales Model for ISVs - Dreamforce 2012 - 9/20Salesforce Partners
Selling subscriptions in the cloud requires different strategies and tactics, as compared to traditional software sales. Join us to hear directly from our own sales team as they discuss important topics like actionable web marketing, lead qualification, lead conversion, nurturing email strategies, and more. This session is primarily for marketing managers, sales professionals, and sales operations
Find out why so many SMEs trust SAP. Our portfolio of business intelligence and business analytics solutions is created specifically for small and medium enterprises – with options to help address your budget, timeline, IT preferences, and unique business requirements. Built to grow with you, these SME solutions are quick to deploy, and can be delivered on premise or on demand.
The document outlines the key functions for a telecom distribution project, including landscaping, distribution planning, training sales teams, building distribution channels, and tracking mechanisms. It describes assessing the existing market and competition, designing a distribution model for maximum reach, aligning salespeople, signing up distributors, and creating systems to monitor performance. The case study discusses a project for a new telecom operator launching in India that involved evaluating current distributors, proposing value offerings, and designing a process for appointing distributors focused on coverage, experience, and interest.
Survey conducted with 48 mid-sized business-to-business companies to validate changing landscape of B2B selling. Questions covered topics related to sales compensation, pricing, quoting and profitability.
Faster and Better: A 360 Approach to Customer ProfitabilityVendavo
The document discusses how SAP and Vendavo partner to help customers improve profitability through price and margin management. It notes that their partnership has over 70 joint customers across industries, managing an estimated $200 billion in revenue. Integrating SAP and Vendavo solutions can help salespeople sell more profitably and companies increase margins through better pricing insights and analytics.
Winning budgets and engaging sales - Jim Cassidy, Chief Marketing Officer - S...Demand Generation Summit
Jim describes how to build a model that engages sales in the go-to-market process. He explains his view on how best to balance programme budgets and headcount. And he goes on to discuss how to make the necessary tough decisions to ensure you enter the next era of marketing equipped to succeed.
Trading at scale using technology and tools to drive paid search - Andy Mihalopauexpo Conference
This document discusses strategies for trading at scale using paid search technology. It outlines challenges like managing many product channels, keywords, campaigns and negatives. Building a scalable campaign structure is the first step. Technology is then key to aligning strategy, enabling bid optimization at scale, and driving workflow efficiency. The document shares how Moneysupermarket selected Efficient Frontier's technology for its capabilities in managing bids, serving ads, attributing results and optimizing campaigns across channels. It provides examples of how to build tools to automate tasks and use APIs to integrate data. Overall the focus is on listening to audiences and optimizing across the customer journey to maximize conversions.
11 Tips to Optimize Your Multi-Channel Marketing CampaignsVivastream
This document provides 11 tips for optimizing multi-channel marketing campaigns. Tip 1 is to clearly define what constitutes a "sales-ready" lead. Tip 2 is to map the end-to-end buying, selling, and demand generation processes. Tip 3 is to ensure prospect data accuracy by standardizing the prospect database. The remaining tips provide recommendations for segmenting targets, implementing lead management systems, syncing content and messaging, including tele-qualification, prospect nurturing, using compelling offers, and making calls-to-action more urgent over time. Case studies demonstrate how integrating email and telemarketing can increase qualified leads by 13 times compared to email alone.
Mastering the Direct Sales Model for ISVs - Dreamforce 2012 - 9/20Salesforce Partners
Selling subscriptions in the cloud requires different strategies and tactics, as compared to traditional software sales. Join us to hear directly from our own sales team as they discuss important topics like actionable web marketing, lead qualification, lead conversion, nurturing email strategies, and more. This session is primarily for marketing managers, sales professionals, and sales operations
Find out why so many SMEs trust SAP. Our portfolio of business intelligence and business analytics solutions is created specifically for small and medium enterprises – with options to help address your budget, timeline, IT preferences, and unique business requirements. Built to grow with you, these SME solutions are quick to deploy, and can be delivered on premise or on demand.
The document outlines the key functions for a telecom distribution project, including landscaping, distribution planning, training sales teams, building distribution channels, and tracking mechanisms. It describes assessing the existing market and competition, designing a distribution model for maximum reach, aligning salespeople, signing up distributors, and creating systems to monitor performance. The case study discusses a project for a new telecom operator launching in India that involved evaluating current distributors, proposing value offerings, and designing a process for appointing distributors focused on coverage, experience, and interest.
Survey conducted with 48 mid-sized business-to-business companies to validate changing landscape of B2B selling. Questions covered topics related to sales compensation, pricing, quoting and profitability.
Faster and Better: A 360 Approach to Customer ProfitabilityVendavo
The document discusses how SAP and Vendavo partner to help customers improve profitability through price and margin management. It notes that their partnership has over 70 joint customers across industries, managing an estimated $200 billion in revenue. Integrating SAP and Vendavo solutions can help salespeople sell more profitably and companies increase margins through better pricing insights and analytics.
Winning budgets and engaging sales - Jim Cassidy, Chief Marketing Officer - S...Demand Generation Summit
Jim describes how to build a model that engages sales in the go-to-market process. He explains his view on how best to balance programme budgets and headcount. And he goes on to discuss how to make the necessary tough decisions to ensure you enter the next era of marketing equipped to succeed.
Trading at scale using technology and tools to drive paid search - Andy Mihalopauexpo Conference
This document discusses strategies for trading at scale using paid search technology. It outlines challenges like managing many product channels, keywords, campaigns and negatives. Building a scalable campaign structure is the first step. Technology is then key to aligning strategy, enabling bid optimization at scale, and driving workflow efficiency. The document shares how Moneysupermarket selected Efficient Frontier's technology for its capabilities in managing bids, serving ads, attributing results and optimizing campaigns across channels. It provides examples of how to build tools to automate tasks and use APIs to integrate data. Overall the focus is on listening to audiences and optimizing across the customer journey to maximize conversions.
Executive Roundtable: Measuring Marketing and Sales AlignmentCorporate Visions
This document discusses a case study of Philips' efforts to better align marketing and sales messaging through targeted training programs. It provided messaging workshops and skills training to different levels of staff over several months. Surveys found that most participants found the "Power Messaging" training to be very or critically valuable to their roles. Analysis showed a positive correlation between consistent application of the skills learned and improved performance against sales quotas. The training was also found to have contributed to over $2.5 million in closed business deals and $7 million in new potential business opportunities.
Driving a Culture of Profitability into Your Sales OrganizationVendavo
The document discusses driving a culture of profitability into a sales organization. It recommends developing a detailed profit plan with actionable strategies for each customer. The profit planning process involves delegating the plan down to the deal/transaction level. Metrics like deal score, target price yield, and price increase effectiveness should be used. The sales team should have profit objectives and tools to perform sophisticated what-if analysis. Their compensation should be tied to profitability metrics to fully align them as partners in the profit process.
Buen estudio de Comscore que denota varias cosas interesantes
1. los clicks tiended a bajar ( creo que es por la saturación online por lo que ya no pueden ser el único parametro de medición SLIDE 30
2. La ley de 80/20 aplica a los clicks ( tambien afirma esto Tacoda & Starcom ( http://tinyurl.com/tacoda-starcom )
3. Las campañas solo search o solo display no funcionan como la mezcla de ambas
4. Argumentos de como Search genera ventas SLIDE 42
Short university lecture about how mobile Telco operators can improve their profitability leveraging a strategic and value based approach to Channel Management
This document discusses target pricing and how establishing appropriate target prices can help businesses manage revenue and margins. It explains that target prices serve as anchors in human decision making due to the psychological trait of anchoring. Target prices provide salespeople with pricing goals or benchmarks to aim for in negotiations with customers. The document then discusses how businesses can establish price guidance, including target prices, based on factors like historical price averages, percentile analysis of past deals, and segmentation of customers. It emphasizes setting realistic and data-driven guidelines to improve pricing performance and reduce need for manual price approvals.
THOR Associates provides direct-to-consumer marketing strategy and execution. They will develop a multi-channel marketing strategy, produce creative content, provide sales projections, track metrics, fulfill orders, and handle customer service. Their approach involves testing products and creative content across different media channels to optimize performance and ROI before full rollout. THOR has experience managing large direct response campaigns across categories and aims to build brands through a "branded response" approach.
Description of Bizdev and Marcom services provided by Ailanthus Advance to ITC companies willing to set their footprint in the Iberia region (Spain and Portugal)
This document discusses production decisions for a Chinese company. It covers pricing strategies, equipment investment, production volume, research and development, and marketing. It provides examples on production strategy and product variety, as well as an example of Mercedes-Benz's AMG series. Key factors to consider include price, demand, supply, production efficiency, market share, and growth potential. The document also outlines MESE's six steps for pricing decisions.
This document provides an overview of pay-per-click (PPC) advertising from basic to advanced strategies. It discusses how to choose keywords, the different match types (broad, phrase, exact), and how efficiency varies between match types. It also covers how an ad's quality score and bid amount determine ad position. The document explains features like dynamic keyword insertion and how to optimize ad text.
The document outlines a roadmap to transform a property and casualty insurer's direct marketing strategy from a mass mailing approach focused on call center volume to a more data-driven and targeted strategy. It details challenges around expertise, data access, and key performance indicators. The proposed strategy focuses on building analytics capabilities, testing creative concepts, and optimizing mailings based on customer value. Key metrics like response rates, revenue, and cost per acquisition are improved. The client is able to grow their direct business significantly while lowering marketing costs over a two year period.
This document discusses affiliate marketing and provides tips for advertisers. It introduces the FairEtail performance marketing agency and explains that they use a full-service, no-cure no-pay model. It then describes the different players involved in affiliate marketing like advertisers, networks, affiliates, and consumers. Next, it outlines the ecosystem of affiliate marketing and the different perspectives of advertisers and affiliates. Finally, it provides 10 tips for better affiliate marketing performance, including focusing on top affiliates, clear communication, and considering outsourcing affiliate management and financial risk.
The document outlines an agenda for a 10 year anniversary digital seminar hosted by TradeDoubler. The agenda includes: a welcome and networking session from 15:00-16:00; a presentation on international digital marketing trends from 15:30-16:00; a networking break from 16:00-16:15; a case study on Unicef's digital fundraising from 16:15-16:45; and a presentation on cross-channel marketing from 16:45-17:30. The seminar will conclude with a mingling session from 17:30-19:00.
Display Advertising 2.0 - Arrival of Real Time Biddinggauravjain000
The document discusses the arrival of real-time bidding (RTB) as a game changer for digital display advertising. RTB allows media buyers to evaluate and bid on ad impressions in real-time auctions, enabling more precise targeting of audiences at scale. This shift from static pricing to dynamic auctions based on predictive models of conversion probabilities represents a fundamental change in how display inventory is bought and sold. The document cites evidence that RTB is driving rapid growth in non-guaranteed digital ad spending in markets like the US. It also outlines benefits of RTB for advertisers, publishers and consumers, and provides an example case study demonstrating improved campaign metrics from an RTB-enabled platform in India.
This document provides information about Linea Directa Communications, a direct marketing services company operating in Central and Eastern Europe. It discusses how Linea Directa can help maximize customer value for clients through direct multi-channel communication campaigns. Key services mentioned include call centers, data analytics, loyalty programs, telesales, and customer relationship management. The document also notes Linea Directa's network of local marketing centers across 19 CEE countries and over 700 employees.
The document discusses Openbravo, an open source ERP solution. It notes that traditional ERP systems have issues like high costs, complexity, and inflexibility. Openbravo offers a new vision with an open platform, ecosystem of partners, and solutions focused on high productivity, business agility, and sustained ROI. The document outlines Openbravo's commercial success and describes its partner program, which aims to provide sustainable growth opportunities for partners while respecting their businesses and empowering them. Partners can start as Certified and progress to Gold partner status by meeting sales and other requirements.
The document discusses the basics of customer relationship management (CRM). It defines CRM as a comprehensive way to manage relationships with customers and potential customers for mutual benefit. The document outlines key aspects of CRM including what it can do, fundamentals, stages, functions, objectives and areas of activity. It also discusses benefits of CRM and leading CRM solutions.
The document provides 11 tips to optimize multi-channel marketing campaigns. Tip 1 is to clearly define "sales-ready" leads by outlining criteria for different lead stages and types. Tip 2 is to map the end-to-end buying, selling, and demand generation processes. Tip 3 is to ensure accuracy of prospect data by standardizing the database. The document outlines action items to implement each tip and maximize lead generation from marketing campaigns.
Why It Takes 7-13+ Touches to Generate a Qualified B2B Sales Lead TodayVivastream
1. Generating qualified B2B sales leads takes 7-13 or more touches today because prospects do not provide full information needed for sales qualification in a single interaction and must be nurtured over time through multiple communications.
2. Creating a "perfect prospect profile" that clearly defines what constitutes a "sales-ready qualified lead" can help align marketing and sales teams and improve lead quality.
3. Developing a lead-to-sales requirements calculator based on sales goals can help determine how many qualified leads are needed each month to meet targets.
The document provides guidance on tasks for building and scaling a venture from an expert in company building. It outlines key steps and considerations for launching a venture including finalizing the company name, analyzing customer engagement data to identify opportunities to pivot the product, optimizing the sales funnel based on conversion rates, securing external investment, and optimizing the customer acquisition cost versus lifetime value. The tasks are organized into stages of setup, launch, and scale and include metrics to track and benchmarks for success.
Executive Roundtable: Measuring Marketing and Sales AlignmentCorporate Visions
This document discusses a case study of Philips' efforts to better align marketing and sales messaging through targeted training programs. It provided messaging workshops and skills training to different levels of staff over several months. Surveys found that most participants found the "Power Messaging" training to be very or critically valuable to their roles. Analysis showed a positive correlation between consistent application of the skills learned and improved performance against sales quotas. The training was also found to have contributed to over $2.5 million in closed business deals and $7 million in new potential business opportunities.
Driving a Culture of Profitability into Your Sales OrganizationVendavo
The document discusses driving a culture of profitability into a sales organization. It recommends developing a detailed profit plan with actionable strategies for each customer. The profit planning process involves delegating the plan down to the deal/transaction level. Metrics like deal score, target price yield, and price increase effectiveness should be used. The sales team should have profit objectives and tools to perform sophisticated what-if analysis. Their compensation should be tied to profitability metrics to fully align them as partners in the profit process.
Buen estudio de Comscore que denota varias cosas interesantes
1. los clicks tiended a bajar ( creo que es por la saturación online por lo que ya no pueden ser el único parametro de medición SLIDE 30
2. La ley de 80/20 aplica a los clicks ( tambien afirma esto Tacoda & Starcom ( http://tinyurl.com/tacoda-starcom )
3. Las campañas solo search o solo display no funcionan como la mezcla de ambas
4. Argumentos de como Search genera ventas SLIDE 42
Short university lecture about how mobile Telco operators can improve their profitability leveraging a strategic and value based approach to Channel Management
This document discusses target pricing and how establishing appropriate target prices can help businesses manage revenue and margins. It explains that target prices serve as anchors in human decision making due to the psychological trait of anchoring. Target prices provide salespeople with pricing goals or benchmarks to aim for in negotiations with customers. The document then discusses how businesses can establish price guidance, including target prices, based on factors like historical price averages, percentile analysis of past deals, and segmentation of customers. It emphasizes setting realistic and data-driven guidelines to improve pricing performance and reduce need for manual price approvals.
THOR Associates provides direct-to-consumer marketing strategy and execution. They will develop a multi-channel marketing strategy, produce creative content, provide sales projections, track metrics, fulfill orders, and handle customer service. Their approach involves testing products and creative content across different media channels to optimize performance and ROI before full rollout. THOR has experience managing large direct response campaigns across categories and aims to build brands through a "branded response" approach.
Description of Bizdev and Marcom services provided by Ailanthus Advance to ITC companies willing to set their footprint in the Iberia region (Spain and Portugal)
This document discusses production decisions for a Chinese company. It covers pricing strategies, equipment investment, production volume, research and development, and marketing. It provides examples on production strategy and product variety, as well as an example of Mercedes-Benz's AMG series. Key factors to consider include price, demand, supply, production efficiency, market share, and growth potential. The document also outlines MESE's six steps for pricing decisions.
This document provides an overview of pay-per-click (PPC) advertising from basic to advanced strategies. It discusses how to choose keywords, the different match types (broad, phrase, exact), and how efficiency varies between match types. It also covers how an ad's quality score and bid amount determine ad position. The document explains features like dynamic keyword insertion and how to optimize ad text.
The document outlines a roadmap to transform a property and casualty insurer's direct marketing strategy from a mass mailing approach focused on call center volume to a more data-driven and targeted strategy. It details challenges around expertise, data access, and key performance indicators. The proposed strategy focuses on building analytics capabilities, testing creative concepts, and optimizing mailings based on customer value. Key metrics like response rates, revenue, and cost per acquisition are improved. The client is able to grow their direct business significantly while lowering marketing costs over a two year period.
This document discusses affiliate marketing and provides tips for advertisers. It introduces the FairEtail performance marketing agency and explains that they use a full-service, no-cure no-pay model. It then describes the different players involved in affiliate marketing like advertisers, networks, affiliates, and consumers. Next, it outlines the ecosystem of affiliate marketing and the different perspectives of advertisers and affiliates. Finally, it provides 10 tips for better affiliate marketing performance, including focusing on top affiliates, clear communication, and considering outsourcing affiliate management and financial risk.
The document outlines an agenda for a 10 year anniversary digital seminar hosted by TradeDoubler. The agenda includes: a welcome and networking session from 15:00-16:00; a presentation on international digital marketing trends from 15:30-16:00; a networking break from 16:00-16:15; a case study on Unicef's digital fundraising from 16:15-16:45; and a presentation on cross-channel marketing from 16:45-17:30. The seminar will conclude with a mingling session from 17:30-19:00.
Display Advertising 2.0 - Arrival of Real Time Biddinggauravjain000
The document discusses the arrival of real-time bidding (RTB) as a game changer for digital display advertising. RTB allows media buyers to evaluate and bid on ad impressions in real-time auctions, enabling more precise targeting of audiences at scale. This shift from static pricing to dynamic auctions based on predictive models of conversion probabilities represents a fundamental change in how display inventory is bought and sold. The document cites evidence that RTB is driving rapid growth in non-guaranteed digital ad spending in markets like the US. It also outlines benefits of RTB for advertisers, publishers and consumers, and provides an example case study demonstrating improved campaign metrics from an RTB-enabled platform in India.
This document provides information about Linea Directa Communications, a direct marketing services company operating in Central and Eastern Europe. It discusses how Linea Directa can help maximize customer value for clients through direct multi-channel communication campaigns. Key services mentioned include call centers, data analytics, loyalty programs, telesales, and customer relationship management. The document also notes Linea Directa's network of local marketing centers across 19 CEE countries and over 700 employees.
The document discusses Openbravo, an open source ERP solution. It notes that traditional ERP systems have issues like high costs, complexity, and inflexibility. Openbravo offers a new vision with an open platform, ecosystem of partners, and solutions focused on high productivity, business agility, and sustained ROI. The document outlines Openbravo's commercial success and describes its partner program, which aims to provide sustainable growth opportunities for partners while respecting their businesses and empowering them. Partners can start as Certified and progress to Gold partner status by meeting sales and other requirements.
The document discusses the basics of customer relationship management (CRM). It defines CRM as a comprehensive way to manage relationships with customers and potential customers for mutual benefit. The document outlines key aspects of CRM including what it can do, fundamentals, stages, functions, objectives and areas of activity. It also discusses benefits of CRM and leading CRM solutions.
The document provides 11 tips to optimize multi-channel marketing campaigns. Tip 1 is to clearly define "sales-ready" leads by outlining criteria for different lead stages and types. Tip 2 is to map the end-to-end buying, selling, and demand generation processes. Tip 3 is to ensure accuracy of prospect data by standardizing the database. The document outlines action items to implement each tip and maximize lead generation from marketing campaigns.
Why It Takes 7-13+ Touches to Generate a Qualified B2B Sales Lead TodayVivastream
1. Generating qualified B2B sales leads takes 7-13 or more touches today because prospects do not provide full information needed for sales qualification in a single interaction and must be nurtured over time through multiple communications.
2. Creating a "perfect prospect profile" that clearly defines what constitutes a "sales-ready qualified lead" can help align marketing and sales teams and improve lead quality.
3. Developing a lead-to-sales requirements calculator based on sales goals can help determine how many qualified leads are needed each month to meet targets.
The document provides guidance on tasks for building and scaling a venture from an expert in company building. It outlines key steps and considerations for launching a venture including finalizing the company name, analyzing customer engagement data to identify opportunities to pivot the product, optimizing the sales funnel based on conversion rates, securing external investment, and optimizing the customer acquisition cost versus lifetime value. The tasks are organized into stages of setup, launch, and scale and include metrics to track and benchmarks for success.
The Business Case for ABM Part 2 with Kwanzoo and ObilityLiz Mallett
With all the recent buzz around account-based marketing, B2B companies today are actively deciding whether to continue to focus on traditional demand generation to generate leads and nurture primarily through emails, or to move budgets toward account-based marketing with a focus on engaging target accounts.
What's an ABM Solution Really Worth? Understanding the Total Economic Impact ...Demandbase
What’s an ABM solution really worth? Find out using Forrester’s Total Economic Impact™️ framework, and learn how to apply it to your own organization.
Join Demandbase’s VP of Product Marketing, Jackie Palmer, alongside guest speaker and Forrester consultant, Amy Harrison, as they share the financial and business impact interviewed customers realized by using Demandbase as their Go-To-Market solution. Demandbase customer, Suzzette Giron, Senior ABM Specialist at Achievers, shares her team’s experience and outcomes as well.
Hear more real customer stories and learn the details of the commissioned Total Economic Impact study conducted by Forrester Consulting on behalf of Demandbase.
Après-midi - Track 3 - S2 - Funding & Pitching How to do it Right
Cette session vous a plû ? Si c'est le cas, n'hésitez pas à vous inscrire à notre Summit !
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
Mark Roberge is a Senior Lecturer with Harvard Business School, former CRO of Hubspot and author of bestseller "The Sales Acceleration Formula". Join him as he takes you through his step by step guide to revenue growth.
An inside look at how salesforce.com uses CRM data to optimise it's Paid Search Programs. Presented at SMX Sydney 2013 by Mark Vozzo. For more details visit http://blogs.salesforce.com/au/2013/04/smx-sydney-markvozzo.html
Research shows that very few top-of-funnel MQL leads being generated for B2B firms are actually impacting the bottom-funnel sales pipeline. Leads are not making it through the mid-funnel into the sales pipeline at the rates needed to hit sales targets. This has become the new problem-child for both marketing and sales.
Here is a presentation and discussion on how to diagnose and fix mid-funnel problems from a recent DMA educational event featuring DMP's marketing strategist, Tom Judge.
In this prescriptive breakout session learn what successful Solution Providers are doing to build their Cloud/Mobility business. This workshop is designed for Solution Provider new to cloud/mobility marketplace or have not yet seen success. Success in the new marketplace starts with a Practice Statement, entails new ideas on building marketing savvy and better sales execution. We will cover a variety of tools, tips and techniques partners are using to drive Cloud /Mobility success.
Topics:
• Why you need to create a Practice Statement
• Aligning your marketing message to fit your Cloud strategy
• Building your Cloud marketing program that is unique and is active
• Creating a sales mentality and compensation program that works
• Developing a Business Guidance sales mentality
http://www.ingrammicrocloud.com
Meeting Maker Marketing Campaigns: How to Connect Sales with AnyoneLaurie Beasley
Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., and President of the Direct Marketing Association of Northern California shows how you can connect sales with anyone by using meeting maker marketing campaigns. https://dmanc.org https://beasleydirect.com
Using Data To Further Sales & Marketing Alignment - Radius at The Sales Devel...Tenbound
Using Data To Further Sales & Marketing Alignment - Radius at The Sales Development Conference 2017 September 21st, 2017 San Francisco tenbound.com/conference
How To Build a Winning Conversion Optimization StrategyVWO
[VWO Webinar]: Getting your prospects to pay attention to your website is essential whether you’re running an eCommerce brand or generating leads for your sales team. So it's imperative to have a killer conversion optimization strategy in place to drive growth.
Watch VWO and Ladder sharing conversion rate optimization insights on:
How to craft a CRO strategy with structured hypotheses
How to make use of both technical best practices and
data-driven marketing
Leveraging data to identify the weakest point in your funnel
Your ideal CRO Toolkit - tools you need for optimization
Building a framework of priorities - knowing what to test/implement first
Going Beyond Selling Cars to Win ClientsVivastream
The document discusses how an automotive company went beyond just selling cars to winning over clients. It implemented a 5-year program that provided dealers with tools like CRM, data analytics and direct marketing campaigns. This allowed dealers to generate 5 times more leads than the automaker's worldwide average and increase conversion rates. The program helped dealers personalize marketing, measure performance and identify opportunities to increase sales and loyalty.
Saas bootcamp sales and marketing processes 2016SaaSBootcamp
The document summarizes key metrics and processes for designing effective sales and marketing strategies for SaaS companies. It discusses aligning sales and marketing processes to the customer journey, building funnels to track leads and conversions, and allocating resources based on understanding the cost of customer acquisition and lifetime customer value. Key metrics covered include committed monthly recurring revenue, cash flow, churn, customer acquisition cost, and lifetime value. The presentation provides examples and frameworks to help SaaS companies optimize these important areas.
Similar to 11 Tips to Optimize Your Multichannel Marketing Campaigns (20)
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
This document contains a list of 14 single words, each beginning with a different letter, ranging from A to T. The words include various materials, colors, audio equipment and other nouns. Overall, the document presents an alphabetical listing of short single words from different semantic categories.
This document provides an overview of software quality assurance. It discusses key quality concepts, quality control, the cost of quality, and software quality assurance. It also describes formal technical reviews, statistical quality assurance, software reliability, and the components of a software quality assurance plan. The goal of software quality assurance is to achieve a high-quality software product through standards, reviews, testing, and other quality control measures.
The document describes JEEVA, a mobile application for recognizing, collecting, sharing, surveying, and exploring flora and fauna. The app allows users to take photos of plants and animals and upload them to the system for identification. If the photo is of a new species, the user can start a new section for it. Otherwise, the user can update existing details. The app is intended for academic, conservation, exploration, and nature lovers to study nature. It has features like image recognition of species, location-based species reporting, automatic species notifications, guides and checklists, article writing and sharing, and discussions. Potential users include students, researchers, tourists, Ayurvedic practitioners, conservation organizations, nature lovers
This document provides tutorials for learning Apex programming using the Force.com platform. The tutorials cover topics such as creating custom objects, using the Developer Console, creating sample data, defining classes, Apex language fundamentals like data types and variables, executing transactions, adding triggers, writing unit tests, and integrating Apex with Visualforce. The goal is to provide hands-on exercises to help developers learn the Apex language and how to develop applications using the Force.com platform. Completing the tutorials will equip developers with essential Apex programming skills.
Breaking Up is Hard to Do: Small Businesses’ Love Affair with ChecksVivastream
This document discusses small businesses' reliance on checks and the challenges they face in adopting electronic payments. It notes that small businesses write billions of checks per year at high costs. While checks meet their needs of being easy to use and widely accepted, electronic payments could offer benefits like cost savings and fraud protection. However, small businesses are often too busy with core operations to prioritize alternatives. The document also outlines hurdles small businesses face in using ACH or credit cards, such as navigating bank requirements and understanding fees. It suggests that businesses more open to electronic payments tend to have standardized payment processes or receive remittance data with payments.
Banks see Smart Commerce as a growing threat that could distance them from customers. Smart Commerce is defined as involving digital payment methods that simplify purchases and enriched communication between merchants and consumers using mobile technology. It is driven by demand from both consumers and merchants, and by large profit pools outside of just payments, particularly merchant sales promotions. Many banks believe Smart Commerce will become widespread within two years and pose the main risk of intermediating banks and reducing their relevance in consumer commerce.
This document summarizes key findings from a global consumer banking survey conducted by EY. Some of the main points include:
1. Customer advocacy and trust in their primary banking provider is high, driven largely by positive customer experiences. However, banks still have opportunities to improve certain aspects of the customer experience.
2. Convenience through digital banking channels is important to customers, but mobile banking features still lag online banking. Simplifying fees and communications remains a top priority.
3. Customers are generally satisfied with their primary bank but open to switching for better service or advice. Segmenting customers reveals opportunities for banks to better meet different needs.
4. Banks should focus on making banking simple and clear
This document summarizes the key findings from EY's 2014 Global Consumer Banking Survey. Some of the main points include:
1. Customer trust and advocacy are important drivers of growth for banks. Customers with complete trust in their primary bank are much more likely to recommend them.
2. Customer experience is a key factor influencing trust and advocacy. Customers cited how they are treated and quality of communications as important reasons for trust. Experience also influenced account openings and closings.
3. Banks can improve the customer experience by making banking simple and clear, providing helpful advice, and resolving problems well. Specifically, banks should improve fee transparency, mobile and online banking, and customer service.
Sereno is a fraud detection solution that uses image analysis and multi-source correlation modeling to identify check fraud. It integrates with existing image processing systems and analyzes check images using multiple recognition engines to flag potential fraud. Sereno reduces false positives and focuses analysts on a small number of suspect transactions. It builds databases of check stock and signatures over time to improve accuracy. Sereno provides cost savings through reduced manual review and losses from fraud while allowing banks to expand their fraud detection capabilities.
Orbograph's new Accura XV solution leverages Next Generation Recognition (NGR) Technology to provide virtually 100% check processing performance at the teller. The solution achieves read rates as high as 95% and can attain 100% read rates on small transactions using V100 mode. It provides tangible benefits like reducing data entry costs and recognition errors as well as intangible benefits like highly reliable technology and streamlined processes. Accura XV is the foundation for all of Orbograph's centralized and distributed recognition solutions and services.
Growth in remote deposit capture is driving additional requirements in check recognition. Orbograph provides a scalable check recognition solution for RDC that uses multiple recognition engines to achieve read rates from 90-98%. The solution can identify alterations, validate fields, and ensure image quality to reduce fraud while streamlining the deposit process. Orbograph offers flexible licensing and deployment options to meet the needs of various sized financial institutions supporting desktop, consumer, and mobile RDC.
The document introduces Orbograph's Healthcare Payments Automation Center (HPAC), a cloud-based platform that hosts two services: P2Post for converting paper explanation of benefit forms into electronic files for practice management systems, and E2Post for matching electronic funds transfer payments to remittance advices. By leveraging image processing and recognition technologies, HPAC can convert claims at high volumes while reducing costs up to 60% by eliminating manual data entry and exceptions. The platform provides adaptive onboarding of forms, HIPAA compliance, and guaranteed performance.
The document discusses next generation check recognition technologies that can improve teller image capture (TIC) and remote deposit capture (RDC) workflows. It outlines several business problems with early generation technologies like low read rates, balancing issues, and fraud risks. Next generation technologies aim to solve these by using multi-engine correlation, dynamic thresholding, item verification, and check box detection to achieve near 100% recognition performance and reduce errors. The benefits include cost savings, improved efficiency, customer experience, and reduced fraud.
Orbograph introduces Automation Services and Automation Services LE, innovative recognition solutions that provide up to 40% labor cost savings through high levels of automation and accuracy. Automation Services achieves 98% automation and 99%+ accuracy, while Automation Services LE attains 90% automation with 99% accuracy. Both solutions support various check processing workflows and can be implemented on Orbograph's legacy OrboCAR platform or new G6 Enterprise Recognition Technology platform. Orbograph also offers managed recognition services to continuously monitor performance and ensure solutions meet guaranteed service levels.
Orbograph is a provider of electronic solutions for healthcare revenue cycle management and check processing recognition software. It has over 1,500 financial institution and biller clients that process billions of documents annually using Orbograph's technologies. Orbograph converts paper-based documents like EOBs into electronic files to automate payment data reconciliation and provide reporting tools. It is a subsidiary of Orbotech and was founded in 1996, employing over 50 people who serve the banking, financial, and healthcare industries.
11 Tips to Optimize Your Multichannel Marketing Campaigns
1. 11 Tips to Optimize Your Multi-
Channel Marketing Campaigns
Presented by Tom Judge
•VP Strategy, Direct Marketing Partners (DMP)
•VP Co-Chair, Direct Marketing Association of Northern California
•Chair, NorCal BMA Sales Lead Roundtable
4. CMO Council: Reports the Cause
“It is clear that companies do not manage business
leads in a way that optimizes their quality or value.
After spending large sums on their initial acquisition
through costly media campaigns and multi-channel
content marketing programs, only a small percentage
of companies effectively act on, nurture, convert,
close, recover, or re-qualify leads over time.”
The CMO Council 2011 State of Marketing Report
6. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 1: Clearly define a “Sales-Ready Lead”
Action item: Define each type of type of sales lead and stage
in your end to end funnel. Write it into the plan AND get
management and stakeholders to sign the document.
7.
8. DESIGN LEAD SPECS SO THEY MEET THE
SALES TEAM’S REQUIREMENTS
Profile
Segment
Trigger events
Compliance
Access to funding
Size of opportunity
Time frame
Urgency
Willingness to move forward and engage with sales
team?
9.
10.
11.
12. Three Segment Example:
Lead to Sale Touch Metrics
BroadSoft Market to Sales Lead Funnel Plan
Project Name: Seat Sales Lead-to-Sales Strategy
A: Large Ent. B: SMB C: Very SMB
1,000,000 Seat Scenario Segment Segment Segment
1. SALES REVENUE: Goal 80% Goal 10% Goal 10%
Annual Sales Goal in Units 100,000 800,000 100,000
Estm. Units per sales 5,000 30 5
# Sales Required 20 26,667 20,000
Estimated Closed Rate on Pipeline Opps. After Demo 25% 33% 33%
# Qual Leads Convert to Demo & Proposal / Pipeline 80 80,808 60,606
Est. forward conversion rate from qualified lead to Demo & Pipeline 50% 67% 67%
# Qualified Leads Required @ A/B Level & Demo
160 120,609 90,457
Annual (Prospects meeting qualification criteria)
# Qualified Leads Required @ A/B Level & Demo
13 10,051 7,538
Per Month (Prospects meeting qualification criteria)
2. MKTG. INQUIRIES and CONTACTS:
A/B Qualification Rate of 1:1 OB Contacts/IB Inquiries into Sales-Ready
10.0% 10.0% 10.0%
Leads
# of 1:1 Touches OB/IB Contact Interviews Required per Month (Scripts
Completed w/ More In depth BANT+ Profiled Needs Gathered in this 133 100,508 75,381
Model)
13. Formalize the Multi-Channel Lead Gen Campaign
Plan & Touch Metrics
# Qualified Leads Required @ A/B Level & Demo
Per Month (Prospects meeting qualification criteria) 67
3. MKTG. STRATEGY to FILL the PIPELINE:
Campaign #1: E-Mail + OBTM (to tele-qualify & set appt.) 26
Campaign #2: Dir. Mail + OBTM (to tele-qualify & set appt.) 0
Campaign #3: OBTM Teleprospecting Alone (non-responders) 15
Campaign #4: PPC Paid Search Adv. No Telequalification. 6
Campaign #5: SEO Organic Search + OBTM (to tele-qualify & set appt.) 0
Campaign #6: Trade Show + OBTM (to tele-qualify & set appt.) 15
Total Pre-qualified field sales force ready Leads/ Mo. 62
Difference -5
14.
15. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 3: Ensure prospect data accuracy
Action item: Make the courageous move to fix and
standardize the prospect database. Hint: This is a never
ending task.
16. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 4: Segment your target markets into smaller
more manageable target sub segments.
Action item: Compare campaign performance by segment to
identify better performing markets to focus resources better..
17. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 5: Implement a system & lead mgmt. team that
gives you full visibility into all of your campaigns
Action item: Have the right talent and an executive dashboard
reporting toolto manage your lead funnels
18. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 6: Sync up relevant content, personalized
messaging to tell your compelling story & differentiate
Action item: Create a sequence of relevant content to deliver to
prospects over time to earn the right to ask the qualification
questions.
19. Optimize with Personalization
Optimizing a landing page ADDITIONAL 30% LIFT IN LEADS
can increase conversion
SIMPLE INTEGRATION
rates 2.3 times
(TO PRE-FILL FORMS)
2.3X 30% Pre-Fill
Forms
NO INTEGRATION
Personalization In REQUIRED
60%
Landing Page
100% LIFT IN LEADS
Personalization In
40% Outbound Medium
Average Optimized
Landing Page Landing Page
26. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 7: Include tele-qualification in the touch process
Action item: We suggest running a three-month A/B test using
email + telemarketing in the lead nurturing and qualification
process and measure the ROI.
30. Metrics – Email Alone
EM Broadcast to 14,769
EM Click Through @ 1%= 161
Conversion to Demo @ 10% = 16
Qual. Lead = Interest & Registered for Demo
.1% conversion ratio of EM sent to qual. demo lead
31. Metrics Email with Outbound
Telemarketing Integrated
OBTM follow up calls to non-responders
@ 7,513
Prospects Contacted & Graded
@ 33%= 2,511
Now cleaned & captured, most are now in the opt-in
database
Prospects Scripts Completed & Needs Captured
@ 26%= 662
1:1 relationships now established
Conversion to Demo Sales-Ready Leads
@ 32% = 217
Qual. Lead = Interest & Registered for Demo
2.9% conversion ratio of Calls to qual. demo lead
32. Results: Multichannel Boost of 13X
Conversion to Demo:
From 16 via em alone to 217 via combined em+tm
217
Multi Channel Boost
Email Telemarketing
Email, Conversion to
Demo, 16 13.6
33. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 8: Prospect Nurturing is critical
Action item: Use your multi channel lead management touch
metrics dashboard to track response as you make multiple
contacts and thus identify the best combinations to optimize
conversions to “sales-ready”. AKA, that “sweet spot”.
34. Value of Nurture: Business Case
Prospect
Contact # 1 50% of sales people have given up
Contact # 2 65% of sales people have given up
Contact # 3 79% of sales people have given up
You harvest
low hanging Contact # 4 89% of sales people have given up
fruit Just now you are becoming a factor in your
Contact # 5 prospect’s mind
Contact # 6 Nurturing slowly, your prospect
You are
gets to know you
earning top of Contact # 7
mind
awareness Contact # 8 You are probably the only
person to make 8 contacts
At this point when you Contact # 9 with this person
prospect is ready to
buy, you have a 90% Contact # 10
chance of being called
Contact # 11
Contact # 12
Customer
*Microsoft study
42. BTS Master Campaign % IB Response Rate Metrics
Metrics: Combined Email and Direct Mail Results
Qualification
IB Response Landing Page Rate on LP
Broadcast Drop Date Delivered Rate Capture Rate Submissions
DM-BTS PURL EVDO 9/08 679 6.63% 3.83%
DM-BTS PURL WCDMA 9/08 679 7.36% 4.27%
DM-BTS PURL WiMAX 9/08 59 13.56% 3.39%
57 = 4.02% of 28 = 49% of
TOTAL 1,417 103 = 7.27% TTL Delivered LP
55% of LP Submissions
Response to direct mail & email broadcasts was outstanding. Industry norm qualification rate = 5% to 10%.
7% visited the PURL, and 4% filled out the contact form or The BTS Master campaign’s multi-touch strategy improved
55% of those going to LP conversion to sales-ready lead five fold.
43. BTS Master Campaign % Outbound TM
Touch Metrics
Target Calling Metrics: For 57 IB responders & 1,410 non-responders
Project Metrics Overview
Comple Compl Call
Remai ted eted Hrs/De
Funded Hours ning List Number Record Script Calls/H Record Script mo Demo %
Call Hrs Called Hours Size of Calls s s our s/Hour s/Hr Reg. of TCS
170.0 170.00 0.00 1,467 3,862 876 244 22.72 5.15 1.44 1.39 49.18%
Leads Campaign Results
Inapprop
Total Inappro riate
Leads % priate contact,
& Uncalla Uncalla Contact
Future Future New ble ble No
Opportu Opport Recor Record Record Opt- Referral Referral
A+ A- B C nities unities ds s s Out given given
31 34 53 2 2 122 111 298 34.0% 8 104 120
44. BTS Master Combined Campaign Touch Metrics
Combined IB & OB Calling Metrics & Results
Presentation
Prospects Completed Qualification
Engaged/ (TCS) TTL into Sales-
Updated Completed Ready Lead
Broadcast Drop Date Targets Validated Scripts from TCS
DM-BTS PURL EVDO 9/08 667 484 = 73% 126 =26% 70 = 56%
DM-BTS PURL WCDMA 9/08 626 390 = 62% 102 = 26% 47 = 46%
DM-BTS PURL WiMAX 9/08 37 19 = 51% 3 = 16% 0 = 0%
Addtl Others 9/08 137 34 = 25% 13 = 38% 3 = 23%
TOTAL 1,467 927 = 63% 244 = 26% 120 = 49%
Industry norm qualification rate = 5%
Total targets to pursue to 10%. The BTS Master campaign’s
multi-touch strategy improved
response five fold.
45. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 9: Use a compelling offer with staying power.
Action item: ALWAYS OFFER something of perceived value.
46. Business to Business Offers
Responsivenes Optimum
Offer Qualified(1-5)
s (1-5) Offers
ROI calculators 3 5 15
Whitepapers/ Guides 3 4 12
Case studies 4 3 12
“Relevant” giveaways 4 3 12
Video clips or demo 4 3 12
Webinars 2 5 10
Live events 1 5 5
Free giveaways 5 1 5
Tradeshows 2 2 4
47. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 10: Make your call-to-action progressively more
urgent as the campaign proceeds.
Action item: Emphasize urgency as an upcoming compliance
or deadlines approach. You can also use discounts with
limited time offers as your deadline.
48. 11 Tips to Optimize
Your Multi-Channel Campaigns
Tip 11: Analyze KPI metrics in light of the original
touch plan & make refinements during campaigns
Action item: Analyze results metrics from end to end. Adjust
tactics to improve each metric.
49. Track Sales Pipeline KPIs and ROI
View sales pipeline results & ROI from your sales leads
Sales Won:10 Sales Lost:20
Total CY Value Total Lifetime Value Total CY Value Total Lifetime Value
$ 299,507.00 $ 651,445.00 $ 120,800.00 $ 308,800.00
$38,750.00 $61,100.00
$5,500.00 $6,000.00
$34,100.00 $61,200.00
$69,503.00 $103,648.00 $5,970.00 $11,940.00
$73,050.00 $99,600.00
$ 103,450.00 $ 417,400.00 $ 25,000.00
$ 7,010.00 $ 12,120.00
$ 86,975.00 $ 145,900.00
$ 185,463.00 $ 539,168.00 $ 238,845.00 $ 404,740.00
ROI 2012 on Deals Won
Actual Lifetime Value Reported Win Plus Loss
of Deals Won Amount Invested PipelineRevenue Analysis
$539,168.00 $ 78,000.00 5.9:1
11.1:1
Housekeeping announcements:Tom Judge Speaker Credentials: A 15 year practitioner in b2b sales lead industry. On both the end client side and the service agency side.VP Strategy & Bus Dev at Direct Mktg Partners. We operate a multi touch multi channel contact center, firms hire us because we specialize in planning, generating and qualifying sales-ready leads to businesses that need to feed sales teams to make their sales quotas.I taught a course in Sales Lead Management at SJSU and UC in conjunction with DMA-nc.I also currently run the NorCal BMA Sales Lead roundtable in the Silicon Valley, where our members meet and explore cutting edge lead generation and management.
Context: My background and case examples are B2B. One of which won an ECHO award at the DMA. I’ll insert action items for you.When you print the presentation be sure to select the Notes Page view.Most of my examples will be from firms with a complex sale process and a high lifetime value.My company manages many sales lead programs and measures all their KPIs, so the examples will be very relevant to these best practice tips that we see working.My assumption, is that you are all doing demand generation now in your jobs, and are running multi touch campaigns of some magnitude. And that you want to improve.
The big problem
In other words, the CMO Council survey indicates that that firms are not hitting their sales numbers because they do not optimize their end to end lead-to-sales process!They appear to be doing a great deal of demand generation campaigns but they don’t bring it home.Yes, we as a lead management firm see this quite frequently.This can be improved. My objective is to provide you with some proven tips that will shorten your learning curve, and boost your results.
Source Marketing Sherpa, also concurs with the challenges of optimizing the lead-to-sales process. I’ll focus on top 2.Other issues: Not enough of the “qualified sales-ready leads” that will close into dealsLengthening buy & sales cycleFalling response rates to most all mediaHaving to market to multiple decision makersManaging multi-media touch points
Sales and marketing teams must collaborateYes, create formal definitions of every stage in the lead to sales process and the “sales-ready” lead.Then get agreement, then get everyone to sign off!
Each is a category of several background questions under each of the BANT that will provide more detail.Here is an example of those categories.Then, you go into the additional background to find out more on the opportunity.
Here’s why:Today’s sales-ready lead profile has been expanded to help reduce the more expensive and time consumption of having the sales teams develop a prospect. This is now done for them, so they can focus on selling.Sales ready criteria is defined by the sales organization, not the marketing team. Nowadays, it goes well beyond basic web traffic scored leads. Be open minded to sales needs!Time frame to purchaseSize of opportunityWhether the purchase is budgetedJob title or buying roleWhether the respondent would like to see a sales rep or move forward in the sales process.
There are three steps to plan out. Buying process/ selling process/ demand generation-lead generationThere will be multiple models for multiple market segments or solution/product lines.Have management sign off on these models!Run the numbers both bottom up and top down and create several models in your plan: Start at the buying processHow do they buy? Why would they buy any solution? Where do they research? How do they know they are in pain or have problems?? What are their triggers??Are they even aware they may have problems??Map the sales steps and current conversion rates to a saleCreate the multi touch demand generation, nurturing and lead qualification plan to feed that funnel. Create touch quotas for each touch metric.You will Measure all demand gen activities and compare back to these quotasAcknowledge that it takes multiple contacts before they decide to buy in most cases.
Here is a multi segment requirements calculator.The main difference in calculators is:This shows multi segments A/B/C and their variablesHave different sales conversion rates
Here we move into the demand gen/lead generation planning models.This is a summary of the “sales-ready” lead flows from each of the lead generation touch streams. Here we have 6 lead gen campaigns under one solution plan.This starts with the need for 67 sales-ready leads to feed the sales team to hit their sales numbers.You’ll want to monitor these numbers daily and or at least weekly.
CRITICAL: This is one of a series of tactical funnel plans, that must include the multiple incoming inquiry lead sources as well as the outbound and nurturing efforts to make up the shortfall.Multiple models for each touch stream track: All Inbound sources and activities is key. SEO, PPC, Social, email broadcasts, content syndication. You can budget off of this metrics model.Note: As the CMO Council pointed out earlier, inbound leads often fall short on their touch quotas! Most firms are unaware of this until it’s too late and sales quotas are missed! Overcoming this deficit can be planned for using this modeling approach.Have all plans signed off on by senior management.Congratulations, These numbers are now your touch quotas!Now you’re ready to execute against your plan lead gen campaigns, remember, once under way compare your touch metrics daily/weekly to your plan to look for any shortfalls.
Clean accurate prospect data is key. Significant gains will be made as a result.Rarely does an organization build a database from the ground up. More likely a new system is implemented on top of existing data. This is where the holes and gaps can develop, if different groups are collecting different data.Plug the gaps and inconsistencies in your marketing tools, database and CRM system.Create a formal data assessment and cleaning processHave all potential prospect records pass through it. Enable both small and large list submissions and one off inbound web inquiries.
History indicates that smaller better focused solution campaigns outperform larger less focused campaigns.Messaging can be more focusedPenetrate the smaller numbers are easier and less costlyConversion rates are higherHint, filter inbound responses into your segments and monitor the touch quotas. Story of the 450,000 database but only a few thousand were in the target market segment.Web inquiries are hard to control and shortfalls often occur
This is a critical inflection point for many companies. Get the manual process working first before you automate. Some firms reported that they purchased the software tools before establishing their processes, only to later find that they did not buy the package that could best fit their needs and they did not know their process.Multi-channel touch marketing is complex and some prospects will be touched dozens of times by multiple touch media vehicles. Track them all.Note, some marketing automation tools are limited to online activities only and do not track the critical off line touches. Plan for this.Lead management is critical to staying on your touch plan and metrics quota.Use a skilled team along with the right tools to do your lead management.Monitor the touch stream quotas closely and fix any stalls or under quota scenarios…ID Which go to market methods worked? What should be repeated? You don’t know what to budget for if it’s not being tracked and reported.
I will not speak too much on the topic of content as others here at the show are on that. Do invest here.However, use clear relevant content and messaging as you will receive minimal mind share otherwise.Then use messaging across all the lead gen touch point media. Tie it all together as you may only have one chance to break through.Leverage the content to earn the right to gather the qualification information.Make your messaging relevant through the buyer's eyes and sequence it with the buyers journey.Your identity needs to be memorable. I loved an exhibitor at a recent DMA conference who themed their marketing around cupcakes with bright orange icing. The company offered hard-to-explain cloud computing solutions. They repeated the theme in collateral and web site and afterward tele-qualification reps called saying “we’re the folks with the orange icing, remember...”
Sample of a highly personalized and intriguing campaign.Rovi Corp provides meta data services to firms that sell on line or are entertainment media using digital media.Small number of target markets.High $ spendersKey= Target prospect list was pre cleaned and tele-validated by the presales team in the contact center.Package: Gold looking coins with serial numbers on them + printed collateral was personalized and mailed.Followed up with PURL email.Followed up with a tele-qualification call.Trivia campaign about Rovi. Go on line and participate…
Then aPersonalizedEmail sent, serial numbered targets
Online banner ads
Online banner ads
Landing page allows them in to register and then play the trivia game.Very successful at using a fun contest and trivia to drive traffic, but minimal qualification questions are harvested! This was ok because we planned for it.So we tele-qualified them with a personalized call . Which a majority gladly accepted and discussed their needs and applications and provided qualification profile information.That leads us to the next tip.
The DMA Reports that the telephone medium, (AKA telemarketing) when used properly, has the highest response rate of all the direct marketing media.Fact: People are busy and distracted and discontinue their online activity. Trying to get them to engage with you online all the way through the qualification cycle is getting harder and harder. Email response rates are falling and this is a major stall point in for many firms. This is the root problem that the CMO pointed out in our problem slide.In many business cases, not all, a telemarketing personalized touch is very effective at qualifying inbound responders to gather the remaining qualification questions.But more importantly, it is very effective at engaging the non-responders to engage them, listen and reply and convert more overall qualified leads out of a target list. The number one advantage of the personalized call is that you can listen to the prospect. Listen to prospects and exchange information that they require BEFORE they answer the qualification questions. We see significant volumes of prospects stuck in marketing automation. The human touch can be an accelerator.If a target market is segmented, and the response rate is several percent (i.e. 2%), then there are a great deal of non-responders (i.e. 98%) that you don’t know about. This is a major stumbling block for many marketers.Some marketers drop their inbound responders into a drip and forget campaign. For some, this works, however reports now show that many get stuck there.By not engaging in a tele-nurturing process, firms often can not earn the right to have the personalized conversations that allows you to ask the tough qualification questions.
In May 2012, Sirius Decisions updated their demand gen process graphic and content to expand on the tele-qualification process as a key to the lead qualification process. It was found that many of the prospect stall points can be resolved by listening to prospects on the phone as they progress down funnel. Many times the human touch and dialog can uncover hidden objections and misconceptions that clog some prospecting funnels.Digital body language is sufficient for some types of businesses, but for many b2b firms online activity does not enable capture of the more advanced qualification criteria.
Note the qualification to “Sales-ready” rate is only .1% of the prospect base. Monitor this in light of your touch stream metrics plan.
We called half of the non responders.Significant boost in prospects engaged (33% vs. the 1% response rate), profiled the lead qualification conversion rates 217 sales-ready leads and demos.This was 2.9% vs. 0.1%
Comparison. The boost rate was 13.6 X times using this 1-2 punch!
One and done are history, so just do it!Lead nurturing is quickly becoming the big leverage point for successful firms. If they do it right…History indicates people won’t respond to a message until they have been exposed to it several times.Have a pre-sales focused lead nurturing group do this for you. Sales People will NOT do Pre-sales nurturing and qualification work as it does not pay commissions and they have poor data quality skills. To do it right, many firms are consider outsourcing this module. This can often improve speed and quality over limited in house resources.
This is direct marketing: you want people to DO SOMETHING rather than simply absorb your message.Use the offer to differentiate your company.Make a tangible offer such as an ROI calculator, webinars, white papers, and fact kits that they can use AND that indicates your company is an industry leader, capable of solving their issues.
Classic marketing will start with an introduction, expand into specifics, then qualify harder as a sense of urgency increases.
This is continuous improvement 101.Many times marketers are going at such a fast pace, they don’t stop to measure, learn and adjust from their efforts. They wait till someone tells them they are in trouble.Think of this as a financial retirement model.Set up your campaigns with the idea of testing, benchmark campaign result metrics, then make tactical changes where needed to hit your funnel lead quotas.Constantly monitor prospect lead conversion rates and the sales conversion numbers compared to the master plan and sales goals. Test the important things: offer, lists, creative, messaging, content and touch sequence conversions.