This document discusses 5 ways that combining marketing automation with human touch can improve marketing performance. It provides examples of how live agent interactions enhanced marketing campaigns for various companies. Prospect qualification, relationship building, gathering business intelligence, ensuring optimal prospect coverage, and improving data quality are the 5 ways highlighted. Case studies describe how live agents working with marketing automation platforms helped generate more leads, increase sales pipelines, qualify prospects, and convert more prospects through nurturing programs. The integration of human touch and automation is advocated to help overcome challenges in lead generation.
Lead Nurturing after the Sales Handoff Accelerate the Buying ProcessManticore Technology
In this webinar, marketing automation provider Manticore Technology teams up with sales 2.0 lead generation expert Sales Engine International to reveal how Marketing can help drive revenue with 3 powerful, sales-driven lead nurturing programs.
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Different...SugarCRM
Data and technology have radically reshaped the marketing discipline from eyeballs to experiences. This shift has changed everything from how we engage customers across multiple channels, provide unique customer experiences in context, and even measure success. Join us as we examine 3 fundamental marketing shifts that have occurred in the last 24 months, learn how companies are leveraging these today as a competitive advantage, and ensure you and your clients are not marketing in 2014 like it is 2004.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Presentation by Christopher Doran, VP of Marketing for Manticore Technology give in Melbourne, Australia on 5 May 2010 on B2B buyer behavior and how it impacts marketers
Increase AUM with Marketing Automation: Client Retention in Volatile Times (P...Marketo
It’s only natural for your clients to be concerned about the extreme market volatility that we have experienced since the beginning of the year. Don’t let these concerns turn to panic because you were unable to send timely and relevant communications to them. Join financial services marketing experts Joe Paone and Mike Madden for our upcoming webinar, "Increase AUM with Marketing Automation: Client Retention in Volatile Times" to learn how leveraging marketing automation can help you retain clients during periods of market uncertainty.
Lead Nurturing after the Sales Handoff Accelerate the Buying ProcessManticore Technology
In this webinar, marketing automation provider Manticore Technology teams up with sales 2.0 lead generation expert Sales Engine International to reveal how Marketing can help drive revenue with 3 powerful, sales-driven lead nurturing programs.
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
From Mad Men to Moneyball: How Leading Chief Marketing Officers are Different...SugarCRM
Data and technology have radically reshaped the marketing discipline from eyeballs to experiences. This shift has changed everything from how we engage customers across multiple channels, provide unique customer experiences in context, and even measure success. Join us as we examine 3 fundamental marketing shifts that have occurred in the last 24 months, learn how companies are leveraging these today as a competitive advantage, and ensure you and your clients are not marketing in 2014 like it is 2004.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Presentation by Christopher Doran, VP of Marketing for Manticore Technology give in Melbourne, Australia on 5 May 2010 on B2B buyer behavior and how it impacts marketers
Increase AUM with Marketing Automation: Client Retention in Volatile Times (P...Marketo
It’s only natural for your clients to be concerned about the extreme market volatility that we have experienced since the beginning of the year. Don’t let these concerns turn to panic because you were unable to send timely and relevant communications to them. Join financial services marketing experts Joe Paone and Mike Madden for our upcoming webinar, "Increase AUM with Marketing Automation: Client Retention in Volatile Times" to learn how leveraging marketing automation can help you retain clients during periods of market uncertainty.
Close More Deals, More Quickly With 1:1 Marketing Automation in GmailSugarCRM
Many organizations use sophisticated marketing automation tools. These are great systems, but often do not help the individual sales professional once a lead is handed to sales. However, with Collabspot sales reps can create powerful, personalized marketing communications to their prospects in seconds, helping to close more deals in less time. And, all these activities are seamlessly integrated with Sugar. This session will include a brief overview of the Collaspot solution, as well as show some real world examples and demonstrations of how your organization can increase sales effectiveness by empowering sales reps to create 1:1 campaigns.
Sales tools have evolved beyond just traditional CRM. Top performing sales teams are leveraging cutting edge technology to focus their sales efforts on the best prospects, arm themselves with the most up to date and relevant sales material, and reduce manual or repetitive tasks. Sales Technology enables sales teams to accelerate the sales cycle by doing things smarter, better and faster, and, ultimately, close more and higher quality deals.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
How You Can Leverage Social Media to Benefit Your Entire OrganizationSugarCRM
The convergence of social media and CRM is changing the way businesses approach and manage relationships with customers and prospects. Key to this change is a firm understanding of the benefits a social CRM strategy can provide. This session will explore how sales, customer service teams, and companies in general, can utilize the massive amounts of activity and conversations occurring on social media to drive measurable impact to the business bottom line.
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
Embracing the Marketing Revolution: Amdocs's Demand Generation JourneyMarketo
To drive success with your global demand generation efforts, you need to partner with a marketing platform that is nimble and scalable. Check out this presentation to learn the key components of Amdocs's demand generation strategy and why they chose Marketo to partner with them on the journey to drive audience engagement.
Defines the imperative reasons for thinking seriously about building personalization into digital marketing, and provides a diagram of a digital analytics systems 'stack' to drive such personalization.
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Channel Marketing Programs That Deliver ROIJuliann Grant
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Close More Deals, More Quickly With 1:1 Marketing Automation in GmailSugarCRM
Many organizations use sophisticated marketing automation tools. These are great systems, but often do not help the individual sales professional once a lead is handed to sales. However, with Collabspot sales reps can create powerful, personalized marketing communications to their prospects in seconds, helping to close more deals in less time. And, all these activities are seamlessly integrated with Sugar. This session will include a brief overview of the Collaspot solution, as well as show some real world examples and demonstrations of how your organization can increase sales effectiveness by empowering sales reps to create 1:1 campaigns.
Sales tools have evolved beyond just traditional CRM. Top performing sales teams are leveraging cutting edge technology to focus their sales efforts on the best prospects, arm themselves with the most up to date and relevant sales material, and reduce manual or repetitive tasks. Sales Technology enables sales teams to accelerate the sales cycle by doing things smarter, better and faster, and, ultimately, close more and higher quality deals.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
How You Can Leverage Social Media to Benefit Your Entire OrganizationSugarCRM
The convergence of social media and CRM is changing the way businesses approach and manage relationships with customers and prospects. Key to this change is a firm understanding of the benefits a social CRM strategy can provide. This session will explore how sales, customer service teams, and companies in general, can utilize the massive amounts of activity and conversations occurring on social media to drive measurable impact to the business bottom line.
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
Embracing the Marketing Revolution: Amdocs's Demand Generation JourneyMarketo
To drive success with your global demand generation efforts, you need to partner with a marketing platform that is nimble and scalable. Check out this presentation to learn the key components of Amdocs's demand generation strategy and why they chose Marketo to partner with them on the journey to drive audience engagement.
Defines the imperative reasons for thinking seriously about building personalization into digital marketing, and provides a diagram of a digital analytics systems 'stack' to drive such personalization.
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Channel Marketing Programs That Deliver ROIJuliann Grant
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Learn how a LeadLife customer, designed a successful lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
See the blueprint they used and gain valuable insight on how your organization can increase "sales ready" leads and drive marketing ROI.
Gartner webinar social media analytics 23.10.2014Irene Ventayol
Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.
Looking to grow your business, some reasons to drive business online. Attention all Texas business hear why marketing is going digital and inbound, sales effectiveness and marketing automation keys to success
Five Ways Analytics Empowers Marketing LinkedIn eMetrics Jimmy WongJimmy Wong
As presented at the eMetrics Summit in Chicago on June 10, 2015, in this fast-paced session, Jimmy Wong from LinkedIn shares five ways in which marketers at the world’s biggest professional social networking company use custom-built analytical tools and techniques to acquire, delight, and retain B2B customers. See how a combination of open-source and commercial technologies can be leveraged to hack together optimal solutions for marketing. Learn how these in-house techniques can be applied to your own organization.
Jimmy Wong heads up the business analytics team for LinkedIn’s B2B marketing. At the intersection of marketing and technology, Jimmy has extensive experience in building scalable analytical products and optimizations for B2B marketing and sales. He also runs the local Toastmasters club and mentors college students on starting their careers in marketing and analytics. Jimmy is passionate about empowering marketers to succeed through analytics.
How B2B Lead Generation Software Can Improve Your Sales_.pdfSendEngage
B2B lead generation software has emerged as a powerful tool to streamline and optimize the lead generation process, helping businesses connect with potential customers more effectively than ever before. This PDF explores the various ways in which B2B lead generation software can significantly enhance sales outcomes.
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...Best Practices
It has become quite crucial to identify the drivers of digital marketing performance excellence in the health care industry which will enable companies to gain valuable customer insights, build effective relationships, leverage online media, and maximize revenue.
Best Practices, LLC undertook this benchmarking research to provide critical insights into how savvy bio-pharma digital marketers are enhancing the medical and commercial potential of new products, improving alignment with brand teams, acquiring and training new digital marketers, managing service delivery for key programs and optimizing insource vs. outsource mix.
Download Full Report: http://bit.ly/2gnXrIu
Hospitality company increased 50% sale using SignOn Leadzanusreeas4
About Client
The hospitality business has 5 star & 4 Star resorts spread across India. The marketing and sales team via digital & non digital marketing techniques generate thousands of leads on a daily basis. These leads are called by the marketing executives to close sale.
Problem statement
Thousands of leads and hundreds of telemarketers could not work seamlessly as they did not have an automation solution. The client did not have a mechanism to prioritize & direct the right leads to the right marketers to convert sales.
Read more; https://bit.ly/31xpWK8
Hospitality company increased 50% sale using SignOn LeadzALFREDTYLER
These solutions gave the clients the ability to design better targeted markets and also gave them a new perspective of how to tackle the predicaments with the technology provided by SignOn.
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
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Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
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https://seribangash.com/difference-public-and-private-company-law/
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5 Ways the Human Touch Can Improve Marketing Performance
1. 5 Ways to Improve Marketing Performance With the Human Touch Marketing Automation and the Live Touch July 14, 2011 Manticore Technology, Inc. Confidential – Copyright 2011. All rights reserved.
8. Background Manticore Technology is an end-to-end marketing automation platform that enables companies to deliver the right message, to the right person, at the right time increasing marketing and sales effectiveness. Speaker Emily Mayfield Director of Marketing Manticore Technology #manticore
9. Background Winn Technology Groups provides integrated demand generation services on a global scale. Since 1990, Winn has supported hundreds of technology firms with thousands of demand generation solutions. Speaker Geoff Swallow President & CEO Winn Technology Group
10. B2B Buying Process Past Now Sales Marketing Figure 5.1 from eMarketing Strategies for the Complex Sale #manticore
12. Live Touch /Marketing AutomationIntegration Collaborative Triggers Marketing Automation Triggers Triggers Lead Nurturing Suspect Nurturing Client Triggers Triggers Live Touch
13. Live Touch The live touch plays key roles in the lead life cycle directly impacting marketing performance: Prospect Qualification Relationship Development Business Intelligence Ensuring Optimal Coverage Data Quality “Lead Nurturing can help convert 29% more leads.” “ Teleprospecting is a key pivot role that is often overlooked and misunderstood.” Sirius Decisions
15. Qualification – Case1 A Fortune 100 hardware and software vendor’s objective: Qualification of leads generated through their marketing automation system. 5000 prospects were initially targeted. 478 leads were provided to Winn for further qualification resulting from digital behavior. Result 43 actionable leads were identified 22 additional referrals generated during prospecting effort 239 (50%) were identified as non-sales ready status 196 (41%) were not resolved following multi-call round BI and relevant data impacting lead score for non-sales ready leads and unresolved prospects updated into MA for nurturing
20. Daily feeds of Business Intelligence gained from live touch uploaded to MA system
21. Sales feedback on identified opportunities in pipeline ($1.4 million)Result
22. Relationship – Case2 Leading email archive solution provider’s objective: Qualify and nurture leads driven through their marketing automation platform. The following represents a snapshot after 4 months: Result 741 leads qualified via live touch 256 (35%) actionable sales ready leads identified 485 (65%) non-sales ready leads identified After 4 months, 24% of the non-actionable leads converted to sales ready leads through call centric nurturing program combined with Marketing Automation
32. Optimal Reach - Case Global technology firm objective: To develop named account program. Conducted demand generation / lead nurturing initiative to 525 target accounts. Integrated scoring model to measure suspect value and lead status. Enhanced business intelligence prior to campaign launch via data mapping and internet research. Launched demand generation initiative followed by 9 month lead nurturing program. Result Developed corporate profile intelligence prior to program launch which enhanced messaging, targeting and prospect stratification BI integrated into MA tool for on-going nurturing. Developed opt-in email database to 30% of targeted prospects Identification of 1600 related entities linked to target accounts Identified 19 actionable lead opportunities Identified 75 active nurturing leads Corporate relationship profiles assisted with cross-sell and up-sell opportunities
34. Optimal Reach - Case Winn ran internal analysis on prospect database for email coverage and validity. We ran records through an advanced email verification software. Launched an email campaign promoting solution. Any hard / soft bounce backs were re-validated by phone. Click throughs and opens were updated to the MA tool. Winn drew a random sample of valid emails with no response / action for verification via phone. Result 15% of emails (grey area) were no longer employed Not all of your target email data is active (especially with some third party providers)
35. Integration Benefits “Focusing on new technologies and processes alone is not enough to overcome the challenge of producing quality leads.” Jonathon Block - Sirius Decisions
36. Touch Integration Buy No Plans Pain Interest Consider Evaluate Thought Leadership Thought Leadership Drive Demand White Paper Case Studies Web Hits Brand @ @ @ @ @ @ Event Event Triggers Peer/Market Influence Peer/Market Influence Thought Leadership Business Intelligence Drive Demand Lead Qualification Contact Discovery Relationship Development Respect Brand Trust Event
38. Q&A Please type your question in the Q&A section of the meeting window. (Found under “Tools” menu) #manticore
Editor's Notes
To tell you a little bit about Manticore Technology: Manticore Technology is an end-to-end marketing automation platform that enables companies to deliver the right message, to the right person, at the right time. Our platform includes functionality such as lead nurturing, lead scoring, landing pages, your email designer and web tracking capabilities enabling you to communicate with leads in a personal and effective way throughout their entire buying cycle. We serve SMB and Enterprise customers all over the world in a variety of industries. And I’m Emily Mayfield, Director of Marketing here at Manticore Technology, and am responsible for all marketing initiatives. I’m also our marketing automation power user, and like to share my experience and best practices on marketing automation campaign execution, managing the marketing funnel and demand generation techniques so I can hopefully help other B2B marketers become more effective users of their platforms.
Winn Technology Group is a privately–held marketing solutions company headquartered in Palm Harbor, Florida. Exclusively providing marketing support to the technology industry since 1990, Winn has provided leading firms with B2B marketing solutions, conducting thousands of initiatives to:• Generate qualified leads and appointments,• Capture attendees for live events and webinars,• Nurture, cultivate, and qualify actionable leads,• Collect and analyze valuable business intelligence,• Build brand awareness and name recognition.Geoffrey Swallow, President Winn Technology Group. Geoff has over 32 years of experience in B2B marketing for the technology industry. Prior to founding Winn, Geoff held senior management positions with Focus Research Systems, Dun & Bradstreet, and DataQuest.
Em Slide…Before we delve into the 5 Ways the Human Touch can impact marketing performance. I wanted to touch on the buying process and why progression is so important. I’m sure many of you have seen this slide before from Ardath Albee’s eMarketingstratetgies for the Complex Sale. She uses it to discuss content but today I’m going to talk about it in relation to integrating human touchpoints into it.In a complex sale, the process is typically longer. But the buying dynamic has also shifted. In the past, marketing was mainly focused on lead gen and then handed leads to sales when they did anything. Downloading a white paper was cause to hand off to sales. Throwing your business card into a fish bowl at a trade show earned you a sales call as well. And then marketing would step out of the process. Then in recent years, there was a shift in thinking and with the rapid adoption of marketing automation and other marketing technology, the philosophy became, let marketing get leads 70% of the way thru the buying process before a sales reps ever gets on the phone or gets involved. That might be fine if the buying process was linear and worked exactly like this all the time. However, b2b marketing research firm DemandGen Report, 77% of buyers do not follow a traditional buying path. Meaning their online actions may not properly indicate where they are in the buying process. For that reason, once a prospect becomes a known lead, you should integrate human touch points into your lead-to-close process. So Sales should not just show up at the end of the process but rather be an integral part of the entire process. At the end of the day, people buy from people. Technology just helps facilitate it.
Em Slide….Marketing Automation allows you to communicate with your buyer more effectively based on the information you’ve collected through tracking their online activity, information gathered and reported on by your sales reps and their demographic characteristics that you’ve captured via a landing page or some other sources. It’s all about building relationships with your buyer online and enabling your sales rep to build a better relationship by offering them more insight into their leads interests and pain points.However, the way to get prospects attention is to address their pain points, and provide them with content that they find valuable at that time. Therefore, it’s important to have correct information about them and know where they are in the buying cycle so that you can use your marketing automation platform to nurture them appropriately. Your ability to do this will improve drastically if you have human touch integrated into that process.
The way to accomplish this through triggers. Marketing automation gives you the ability to let your sales reps or telemarketing team know when an action has been taken… this could be website activity, social sharing, a content download or the attendance of a virtual event. Regardless of where your lead is in the buying cycle, you will increase your overall effectiveness if you use these triggers as signals to integration the human touch. Statistics show that 90% of buyers want their sales person to be more of resource, so it doesn’t mean that your sales person should try and sell to them or control the buying process and move them along… this is building a relationship and it’s a discovery process. As we’re going to discuss today, just as marketing automation helps sales people have better conversations with their prospects, human touch points enables marketers to be more effective marketers and create content that resonates with buyers.
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