The document outlines 9 steps to lower customer acquisition costs and increase revenue. It identifies common problems as low lead volume, poor lead conversion rates, and high costs to generate closed sales. The 9 steps include: 1) identifying decision makers, 2) researching customer buying processes and pain points, 3) creating strong value propositions, 4) aligning marketing and sales, 5) linking all customer touchpoints, 6) automating processes, 7) measuring key metrics, 8) testing and analyzing results, and 9) revising based on lessons learned. Taking these steps shifts focus to the customer's logic and buying process rather than sales metrics, improving lead volume, conversion, and costs.
A guide to sales pipeline management for complex B2B sales hosted by the Association of Professional Sales. Presented by Bob Apollo of Inflexion-Point Strategy Partners
A guide to sales pipeline management for complex B2B sales hosted by the Association of Professional Sales. Presented by Bob Apollo of Inflexion-Point Strategy Partners
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Digital disruption will create enormous opportunities for Business Transformation. Are you ready for change? Here are 7 key challenges that I see facing Telcos and Service Providers as they take their Cloud Services offers to market.
Why do demos fail in the B2B customer engagement experience? What makes a superior presentation? What should selling organizations do to adapt to the highly informed, time constrained customer?
Differentiation is a strategic imperative. Effective differentiation will allow you to create "Competitive Separation" between you and your competitors. Avoid differentiation at your peril. Differentiate or Die!
The challenge is not technology. The challenge is accelerating adoption of your cloud services. Shift your thinking from "Time to Market" to "Time to Revenue." In the new connected world your cloud services are being adopted by "Corporate Consumers." In the new world Marketing shifts to Demand Generation and Sales shifts to Customer Adoption.
How can you transform your business to align with tomorrow's digitally savvy decision makers? Here are 7 steps to take your business down the road to growth in the digitally transformed world.
Customer centricity: still in its infancy? presented by Ramon Pardo, Managing Director InSites Consulting NL for SAS. The purpose of this SAS research in collaboration with InSites Consulting was to validate a customer centric framework across industries and thus understand the progress organisations from different service industries have made in becoming more customer centric.
How to Improve Sales Productivity in 5 Steps: Digital Sales CoverageMarketBridge
Your buyers have changed how and when they want to engage with your Sales Team. However, when they do engage, 70% of the time your Sales Reps are not properly prepared for the conversation and only 7% will earn a second conversation.
Join us for a 30 minute webinar to learn about the 5 step approach to Digital Sales Coverage, a tactic that combines digital customer engagement with analytics, enabling sales teams to target, prepare, and engage far more effectively.
This webinar is for Sales AND Marketing leaders, as we'll cover how to:
Improve Lead Quality and Conversion Rates by 20%+
Develop a Scalable Digital Engagement Model for Customers Who are "Not Ready to Buy"
Lower Your Cost-of-Sale to Deliver Revenue More Efficiently
Consumer shopping behavior is changing at breakneck speed. Coming out of the .com boom into the social media era and now e-commerce/DTC, how brands (not just “retailers”) identify, engage and relate to consumers is very different than it was, even decade ago. The former CMO of Boxed and new GM of DTC for Clorox explores the role of technology, transparency and data in this evolution and how the new equation applies to all organizations and verticals. And what is the power of brand for Consumer 3.0 in the 2020s?
KEYNOTE
Jackson Jeyanayagam, Vice President, General Manager DTC Nutranext, The Clorox Company
Why is this book so important? One of the biggest lessons I have learned within the startup landscape is that even though pricing, together with the business model, remains by far the lever that most impacts revenue, the subject is a sensitive one.
Pricing is a strong — but often underused — tool available to capture a share of value created for customers
Pricing is one of the biggest challenges that startup face. The book is a practical toolkit that positively influences the pricing strategies of startups. It reveals insights in the different pricing methods and tactics used by successful companies.
This presentation provides the basic 5 steps that are used to build a formal sales process that can double your Sales Reps revenue. The key to success lies in the adoption of the designed process. A presentation by Sales Benchmark Index, A Sales Consulting Firm.
SaaSFest 2015 - "Building a Long Lasting SaaS Top of Funnel" by Hiten Shah of...Price Intelligently
While some companies build marketing machines across a plethora of channels, others choose to "own" one channel deeply. Hiten Shah, CEO of Quicksprout, walks through his experience with building a content machine across Crazyegg, Kissmetrics, and now Quicksprout for long term SaaS growth.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Digital disruption will create enormous opportunities for Business Transformation. Are you ready for change? Here are 7 key challenges that I see facing Telcos and Service Providers as they take their Cloud Services offers to market.
Why do demos fail in the B2B customer engagement experience? What makes a superior presentation? What should selling organizations do to adapt to the highly informed, time constrained customer?
Differentiation is a strategic imperative. Effective differentiation will allow you to create "Competitive Separation" between you and your competitors. Avoid differentiation at your peril. Differentiate or Die!
The challenge is not technology. The challenge is accelerating adoption of your cloud services. Shift your thinking from "Time to Market" to "Time to Revenue." In the new connected world your cloud services are being adopted by "Corporate Consumers." In the new world Marketing shifts to Demand Generation and Sales shifts to Customer Adoption.
How can you transform your business to align with tomorrow's digitally savvy decision makers? Here are 7 steps to take your business down the road to growth in the digitally transformed world.
Customer centricity: still in its infancy? presented by Ramon Pardo, Managing Director InSites Consulting NL for SAS. The purpose of this SAS research in collaboration with InSites Consulting was to validate a customer centric framework across industries and thus understand the progress organisations from different service industries have made in becoming more customer centric.
How to Improve Sales Productivity in 5 Steps: Digital Sales CoverageMarketBridge
Your buyers have changed how and when they want to engage with your Sales Team. However, when they do engage, 70% of the time your Sales Reps are not properly prepared for the conversation and only 7% will earn a second conversation.
Join us for a 30 minute webinar to learn about the 5 step approach to Digital Sales Coverage, a tactic that combines digital customer engagement with analytics, enabling sales teams to target, prepare, and engage far more effectively.
This webinar is for Sales AND Marketing leaders, as we'll cover how to:
Improve Lead Quality and Conversion Rates by 20%+
Develop a Scalable Digital Engagement Model for Customers Who are "Not Ready to Buy"
Lower Your Cost-of-Sale to Deliver Revenue More Efficiently
Consumer shopping behavior is changing at breakneck speed. Coming out of the .com boom into the social media era and now e-commerce/DTC, how brands (not just “retailers”) identify, engage and relate to consumers is very different than it was, even decade ago. The former CMO of Boxed and new GM of DTC for Clorox explores the role of technology, transparency and data in this evolution and how the new equation applies to all organizations and verticals. And what is the power of brand for Consumer 3.0 in the 2020s?
KEYNOTE
Jackson Jeyanayagam, Vice President, General Manager DTC Nutranext, The Clorox Company
Why is this book so important? One of the biggest lessons I have learned within the startup landscape is that even though pricing, together with the business model, remains by far the lever that most impacts revenue, the subject is a sensitive one.
Pricing is a strong — but often underused — tool available to capture a share of value created for customers
Pricing is one of the biggest challenges that startup face. The book is a practical toolkit that positively influences the pricing strategies of startups. It reveals insights in the different pricing methods and tactics used by successful companies.
This presentation provides the basic 5 steps that are used to build a formal sales process that can double your Sales Reps revenue. The key to success lies in the adoption of the designed process. A presentation by Sales Benchmark Index, A Sales Consulting Firm.
SaaSFest 2015 - "Building a Long Lasting SaaS Top of Funnel" by Hiten Shah of...Price Intelligently
While some companies build marketing machines across a plethora of channels, others choose to "own" one channel deeply. Hiten Shah, CEO of Quicksprout, walks through his experience with building a content machine across Crazyegg, Kissmetrics, and now Quicksprout for long term SaaS growth.
For more customer stories, please visit: http://bit.ly/1dsW5X1
Discover SAP HANA use cases applicable to your business needs, organized by SAP solution or business category. Read success stories from customers already implementing these use cases to build business value, and get guidance on how you can deliver the use cases to your business.
Customer Acquisition Cost and Lifetime Value (CAC & LTV)Sarah Wilz, M.Ed
Customer Acquisition Cost and Life Time Value of Customer. You might have heard mentors, investors and others throw around these terms, but do you know how to calculate them or why they’re important?
SaaS/subscription businesses are much more complex than traditional businesses, and SaaS performance cannot be measured in the same way as traditional businesses are measured. Based on a talk given at the SaaStr Annual Conference in San Francisco, this slide deck offers a comprehensive and detailed look at the key metrics that are needed to understand and optimize a SaaS business, and how these can be used to drive SaaS success. This presentation includes information on:
- An intro to SaaS metrics
- Unit economics
- LTV and churn: An in-depth look
- Variable pricing axes
- Months to recover CAC
- The primary unit of growth: Sales
- Understanding public SaaS companies
One-day seminar on Customer Acquisition for startups using web marketing, online lead generation and outbound lead generation. Covers Customer Development, Value Proposition, Product Market fit, website design, content marketing, search engine optimization, pay-per-click advertising, email marketing, social media marketing, sales prospecting and lead generation
How do you measure up? A crowd-sourced, cross-pollinated discussion on evalua...ProductCamp Boston
As a product marketer how do you evaluate if you’re being effective? If you’re in marcomms, product management, sales or the CEO how do you evaluate if the role is being effective and properly supported?
Is product marketing judged on volume output such as leads, events, webpages or trainings produced? Are you being driven by “optics and politics” and “the way things are done here “or jumping on the latest trends and content tactics du jour.
How do you determine if your priorities are in the right place? If you are over or understaffed, if there are bottlenecks or organizational issues that inhibit effectiveness. Is your measure of success different at different stages of product/company development? Does product marketing in a start-up or for a new product get measured in the same way as a more mature one?
Are there common metrics regardless of company size or product maturity?
We’ll propose some straw man metrics and then organize the chaos that will likely ensue. So come ready to participate!
Motarme Customer Development workshop provided to participants of Trinity Launchbox, July 2015. Includes a definition of Customer Development, some techniques for testing and validating a new product, leading into a process for Customer Acquisition. Also quick review of Agile principles. Includes list of recommended links / books.
Data Strategy for Digital Sales : Case Study & Best PracticeBarry Magee
Citrix Peer Exchange : Indeed.com - Oct 2020 - Barry Magee
I'm an experienced senior business leader focused on how data-driven transformation creates organisational value with deep experience in sales, marketing, strategy, operations, and change management. I’m a recognized industry-leading specialist and academic on effective and systemic innovation using data and analytics to build competitive advantage and tangible results.
https://www.linkedin.com/in/barrymagee/
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
APMP Certification for IT ProfessionalsAshraf Fouad
This presentation is about why some IT professionals should consider APMP certification. It shows some important topics from certification. Relation to Scrum. Difference to other procurement certifications.
Target Audience:
Account manager, sales manager, bid manager, proposal manager, bid manager, IT Architect.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Demand Metric - Buying Process Marketing OverviewJesse Hopps
This overview will provide an outline for how we help our clients optimize the buying process for their prospects to drive predictable and scalable marketing-sourced revenue growth.
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Digital Marketing for Startups: a seminar on how to use web marketing to generate leads and acquire customers. Includes defining your Value Proposition; identifying your Ideal Customer Profile; revising your Website design to support lead generation; using Content Marketing, SEO, Social Media and paid online adds to generate traffic; using landing pages, content and downloads to convert that traffic to leads; and using lead nurturing to convert those leads to sales opportunities. Also discusses using Outbound Lead Generation campaigns in parallel with Online / Inbound Lead generation to maximize results for early stage tech firms.
Best Practices For Taking Your B2B Company OnlineOro Inc.
Key Takeaways include:
Actionable tips on selecting a proper eCommerce solution that suits your very company;
Strategic insights into keeping a website up and running with the help of system integrators;
Benefits of implementing marketing automation for B2B commerce.
The State of B2B Marketing: New Marketing Automation Stats for 2017Act-On Software
Many of the available marketing automation stats we regularly
use – to make strategic decisions, craft presentations, prepare
for sales calls – are getting a bit long in the tooth. So we set
off to uncover the most recent marketing stats by surveying
more than 350 marketing professionals in North America and
Europe to get their take on how investing in marketing
automation impacts business performance. The most
noteworthy results are included below.
Why Content Marketers Should Be Making Unicorn Babies Act-On Software
In this episode of the Rethink Podcast, we interview Larry Kim, CEO of Mobile Monkey, and founder of Wordstream. Larry is recognized as among the Top 50 Most Influential People in Digital Marketing. In this conversation, he talks about the differences between unicorn and donkey content, and how marketers can create unicorn babies.
Trust is a crucial part of attracting, converting, and retaining customers, and email newsletters are a great way to build that trust. A successful newsletter that is regular, reliable, and consistently delivers useful, interesting information can help you effectively nurture existing and future customers.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
Marketing Automation Hacks: The Act-On EditionAct-On Software
If you’re already using Act-On, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
Act-On's Director of Digital Marketing, Linda West shares various #MAHacks to help you get ahead!
Rethinking the Role of Marketing, reveals that top performing marketing teams are taking full control of the customer lifecycle – everything from customer acquisition, to the more lucrative customer retention and expansion.
Looking to make a lasting impression on potential buyers? Check out this presentation for the tips & tricks you need to really dazzle with your content!
Having a tough time selling your C-suite on the benefits of marketing automation? Give this presentation a gander for the tips, tricks, and best practices necessary to build the strongest possible business case for marketing automation!
Learn to separate the signals from the noise when it comes to search engine marketing in this exciting presentation on SEO basics, brought to you by Website Magazine!
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
Ever wondered what makes for exceptional marketing content, or struggled to strike a proper balance between selling and serving? Lucky for you, Act-On's top demand gen personnel have tips and tricks to share that are sure to help your online offers really resonate! Get to know the ins and outs of crafting killer content in this exciting presentation.
Looking to move beyond a batch-and-blast approach when it comes to emails you send? Find out how to create more targeted offers with our crash course on lead nurturing basics!
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Act-On Software
Get to know the ins & outs of Canada's latest anti-spam legislation in this exciting webinar led by David Fowler, Act-On's Chief Deliverability Officer!
Who Is The Modern Customer? How Do They Want You to Talk to Them?Act-On Software
Ever wondered what makes the modern customer tick? See what some of today's top brands have done to engage buyers (and what buyers themselves have to say about brands) in this exciting presentation on leveraging social for brand awareness!
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
11. Conversion Opportunities
• 90% of the opportunity is usually wasted due to no real follow-up and nurture to drive conversion
• 80% of the “HOT” leads that don’t buy from you also get no real follow-up and nurture to drive conversion
• Conversion rates low due to poor or weak Value Proposition
11
“A” = BANT Qualified
BANT = Budget, Authority, Need and Timeframe to purchase
“B” = 1-2 elements of BANT but not sufficient to turn over to sales
DQ = Disqualified
“A Miss” = “A” leads that sales lost either to a competitor or “No Decision”
18. The Goal Is…
18
DRIVE the Cost to Acquire the Customer (CAC)
DRIVE the Profit from that Customer’s
Lifetime Value (LTV)
19. No Follow-Up on 80%+ of Marketing’s Leads
19
• Problem: Sales believes marketing's leads don’t close and
marketing thinks sales doesn’t follow-up on leads provided
• Cause: Sales experience with leads is that they aren’t as
closable as the leads they can generate themselves.
• Solution: Sales and marketing agree on a lead definition
that sales feels will justify being prioritized and will be able
to close… and marketing routinely delivers a sales-ready
lead that closes 33% of the time or better.
20. Today
• Buyers are in charge
– Able to find most of the information they need on-line
BEFORE they engage with your sales team.
– Comparison shopping and reviews are the norm
– Consumer reviews, complaints and comments
• 70%+ of the decision is typically made before sales
engages – if you don’t leverage this fact the game is over
before you know the game is on.
20
22. Stage Messages
• Status Quo: “Did you know”?
• Commit to Change: “Why its Worth It”
• Explore Options: “Here are All Your Options”
• Commit to a Solution: “Why This Option is Best”
• Justify the Decision: “How to Build Your Case”
• Make the Decision: “Everything you Need After
You Buy”
23. 23
• 30% Annual Growth Rate
• No Sales People
• Part time marketing manager
• 60%+ Margins
• Small PPC Budget
30. Make it all EASY
30
Make it EASY for customers to educate and sell themselves
Make it easy to engage with your company and offer
Simple to understand product with POWERFUL value proposition
Content to remove the stall & sticking points, and build a case
The right content reduces or eliminates perceived RISK
Enough content to support the level of scrutiny the buying process
requires (iPad = low scrutiny while expensive & complex = High)
Make it easy for sales to close the sale
Content that facilitates the buying process – defensible case built
Content for each member of the decision making unit – key players
Make the first commitment easy
Powerful Value Proposition
Clear and believable ROI
35. 35
FLOW IS LINKED FROM START TO REVEUE
Sales Enters Here
In This Model
The Process Handles All This
36. 36
DRIVE THROUGH THE CUSTOMER’S
BUYING PROCESS
Sales Enters Here
In This Model
Sales Usually Enters Here
In This Model
37. Blend and Balance
37
• Generate Awareness (Outbound)
– Outbound Email
– Webinars
– Events
– PR
– Telemarketing
• Get Found (Inbound)
– PPC/SEO
– Fellow Travelers
– Advertise
– Content
Customer is in Status Quo or Committing to Change
Customer knows they have a problem
and is Exploring Options
40. 40
7 MEASURE
“Certainly we want good results, but management by results is not the way to get
good results…work on the causes of results”
“The New Economics” 1994 – Ch. 2 -The Heavy Losses-, page 33
- W.E. Demming
41. 41
8 TEST & ANALYZE
Always, always, always be testing!
42. 42
Sabres were pitted against MiG-15s during the Korean war; many consider the
MiG superior to the Sabre, but because of one tweak the American Sabre achieved
a better than 8-to-1 kill ratio against the communist MiG pilots.
MiG-15s Sabre
Better than 8-to-1 Kill Ratio - WHY?
43. Observe, Orient, Decide and ACT =
OODA
43
9 REVISE & IMPROVE
Wire Hydraulics
OODA Pilot Arm
MiG 15s Sabre
45. 45
1 IDENTIFY
the accounts, sites and roles in the
decision making unit – Build the List
• Who are our “Ideal Customers” at the account level?
• Consider RFM (recency, frequency and monetary)
• What roles constitute the decision making unit?
• What titles imply what roles?
• Where are they located?
• How best to reach them?
Hydraulics
47. 47
2 RESEARCH
Interview customers, sales and product marketing to find
the STALL & STICKING POINTS – UNDERSTAND THE
CUSTOMER and their buying process!
Hydraulics
49. 49
2
CONTENT
Remove the stall and sticking points in the
buying process. Answer their questions.
All to ENGAGE them to ENTICE and MOVE
THEM through the buying process.
This research process takes the much of the
PAIN out of building content.
Hydraulics
50. Fuel The Buying Process
• An intimate understanding of the Buyer
– Buying behavior
– Likes
– Dislikes
– Sticking points
– Stall points
– Education needs
• Understanding translated into content and nurture built from
the customer’s logic and perspective…
• Content that is relevant to the buyer and the buying process
• Content that BOTH Sales and Marketing agree upon
… is the key to generating volumes of sales-ready leads that close and do
so with the minimum CAC.
50
55. Potential Claims of Value
Rank Potential Claims of Value
Appeal
(1-5)
Exclusivity
(1-5)
1
Minimum 20 years’ experience in
marketing/sales/copywriting/SEO/technology and over 10 on
marketing automation platforms 5 5
2
Specifically identifies the buying process and value proposition
before defining or creating content 4 5
3
Actual interviews, resulting in content finely tuned to customer
voice – content is more relevant and is thus consumed at a
higher rate. 4 5
4
APG Guarantee – Agreed upon goals met or exceeded
4 4
5
Process and methodologies fully defined and documented –
customers can rinse and repeat 4 4
6
Content designed to carry prospect all the way through buying
process. 4 4
55
56. Value Proposition Example
Why APG for Marketing Automation Implementation?
Because Albertson Performance Group (APG) is the only
company that conducts live interviews and exhaustive
research prior to the definition or creation of lead
capture and nurture content, producing content with a
higher consumption and conversion rate. APG
specifically ties all content to the actual customer buying
process and customer value proposition, producing
content that is more relevant to the prospect. With each
consultant having over 20 years’ experience in
marketing, sales, copywriting, SEO, and technology, APG
is the only highly-experienced consultancy that can
provide a formalized, documented process which
enables a customer to rinse and repeat on their own. As
a result, APG can guarantee results and has never been
asked to provide a refund.
56
60. How?
60
1.IDENTIFY Identify people in purchase decision
2.UNDERSTAND Address their buying process and concerns
3.VALUE
PROPOSITION
Design actions to pull them through buying process
& address concerns
4.ALIGN Ensure funnel actions lead directly to sales
5.LINK Link every funnel action to the next step
6.AUTOMATE Use software to automate (MAP AND CRM)
7.MEASURE Measure key funnel metrics
8.ANALYZE Identify sticking points
9.IMPROVE
Brainstorm better enticements and ways to address
concerns
62. • The Win of This Shift:
– More leads (research, content and nurture drive this)
– Higher conversion to revenue of the leads we get (nurture)
– Lower Cost of Customer Acquisition (CAC)
– Ability to drive higher account life time value (LTV)
– Sales and marketing alignment on definition of a sales-
ready lead
– Real word-of-mouth referral volume
– We put our competition on their heels (rapid
improvement iterations)
– We can control our future (hands on the levers)
62
64. www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
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Editor's Notes
Consistent brandValue PropositionLanding pagesOffersNurtureBuying process messages
LEAD VOLUME – Research drives insight into the issues and offers that the target market will respond to at a rate higher than the status quo.LEAD CONVERSION RATE – Research based insights drive lead generation messages, offers, content and nurture that enable the market to engage and build a defensible case to buy.COST TO GENERATE A CLOSED SALE – Lead volume and higher conversion rates allow sales role to steadily move further to the end of the sales funnel while simultaneously increasing the over all volume of closed sales.