Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
Executive Summary
Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin.
This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following:
What is Display Advertising?
Display Advertising For Marketers
Challenges
Resources
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
Executive Summary
Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin.
This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following:
What is Display Advertising?
Display Advertising For Marketers
Challenges
Resources
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
Use this step-by-step planning methodology and set of 20 premium tools and templates to help you develop and launch a successful online community.
To obtain this document, visit us at http://www.demandmetric.com/register
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Sales Compensation Solution Acquisition Best Practices ReportDemand Metric
This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
High Performance ABM Capabilities Benchmark ReportDemand Metric
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
CMOs live in one of two worlds: possessing the ability to prove the long-term, quantitative impact of marketing, or lacking the visibility and control to make confident marketing decisions. When proof of marketing’s successful performance and contribution to the business is undisputed, it is because the CMO runs marketing as a profit and loss center. Furthermore, marketing defines its performance by comparing results to a set of CEO-relevant objectives. For top performing marketing departments, There is little gray area; it’s always clear how marketing is performing. Thanks to this clarity, marketing enjoys ample resources as the business case for investing in it is easy to make, and when the pressure to grow revenue increases - marketing’s value only grows.
It’s a different story for CMOs that are unable to quantify the impact of marketing. When this is the case, marketing is viewed as an expense, and determining marketing’s impact is a popularity contest. Marketing’s existence in this environment is regularly in peril, subject to the whims of the C-suite’s opinion du jour and all the while marketing rides a funding rollercoaster. At the first sign of corporate economic distress, rather than turn to marketing to engineer a rescue, marketing is often at the front of the line for the budget-cutting axe.
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
Sales and Marketing Alignment Benchmarking ReportDemand Metric
How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance.
In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include:
• Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none.
• Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams.
• Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team.
• The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement.
• Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems.
• Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases.
Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Revenue Goal Acheivement
5. Perception of Alignment
6. Organizational Structure
7. Alignment & Technology
8. Leads & Lead Quality
9. Analyst Bottom Line
10. Acknowledgements
11. About Demand Metric
Research Methodology
The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Modern Marketing Center of Excellence ReportDemand Metric
Executive Summary
In March 2014, Demand Metric collaborated with Pardot/Salesforce to conduct a research study entitled “Marketing Report Card: Keeping our Seat at the Table” to identify how Marketing as a function is being perceived. While many of the insights drawn were expected, there were a few that were shocking.
Only 15% of organizations claimed to have an easy time justifying their marketing budget. Furthermore, just 12% of organizations felt that Marketing is perceived as a highly profitable revenue center, whereas 59% perceive Marketing as a ‘necessary’ or even ‘unnessary’ expense.
This best practices report will discuss how organizations can build a Modern Marketing Center of Excellence (MMCoE), turn these perceptions around, and drive revenue growth.
Table of Contents
- Executive Summary
- Introduction
- The Modern Marketing Maturity Model
- How to Improve Your Marketing Maturity
- How to Work the Modern Marketing Maturity Model
- Modern Marketing Center of Excellence (MMCoE)
- Benefits of a MMCoE to the Organization
- The Modern Marketing Center of Excellence (MMCoE)
- Why Consider Working with Demand Metric
- We Are the Marketers Behind the Marketers
- Our Best Practices Report Methodology
- Customer Feedback & Testimonials
- About Demand Metric
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Download the guide @ http://www.demandmetric.com/content/getting-started-agile-marketing
Use this step-by-step planning methodology and set of 20 premium tools and templates to help you develop and launch a successful online community.
To obtain this document, visit us at http://www.demandmetric.com/register
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Sales Compensation Solution Acquisition Best Practices ReportDemand Metric
This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
High Performance ABM Capabilities Benchmark ReportDemand Metric
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
CMOs live in one of two worlds: possessing the ability to prove the long-term, quantitative impact of marketing, or lacking the visibility and control to make confident marketing decisions. When proof of marketing’s successful performance and contribution to the business is undisputed, it is because the CMO runs marketing as a profit and loss center. Furthermore, marketing defines its performance by comparing results to a set of CEO-relevant objectives. For top performing marketing departments, There is little gray area; it’s always clear how marketing is performing. Thanks to this clarity, marketing enjoys ample resources as the business case for investing in it is easy to make, and when the pressure to grow revenue increases - marketing’s value only grows.
It’s a different story for CMOs that are unable to quantify the impact of marketing. When this is the case, marketing is viewed as an expense, and determining marketing’s impact is a popularity contest. Marketing’s existence in this environment is regularly in peril, subject to the whims of the C-suite’s opinion du jour and all the while marketing rides a funding rollercoaster. At the first sign of corporate economic distress, rather than turn to marketing to engineer a rescue, marketing is often at the front of the line for the budget-cutting axe.
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
Sales and Marketing Alignment Benchmarking ReportDemand Metric
How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance.
In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include:
• Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none.
• Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams.
• Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team.
• The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement.
• Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems.
• Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases.
Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Revenue Goal Acheivement
5. Perception of Alignment
6. Organizational Structure
7. Alignment & Technology
8. Leads & Lead Quality
9. Analyst Bottom Line
10. Acknowledgements
11. About Demand Metric
Research Methodology
The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Modern Marketing Center of Excellence ReportDemand Metric
Executive Summary
In March 2014, Demand Metric collaborated with Pardot/Salesforce to conduct a research study entitled “Marketing Report Card: Keeping our Seat at the Table” to identify how Marketing as a function is being perceived. While many of the insights drawn were expected, there were a few that were shocking.
Only 15% of organizations claimed to have an easy time justifying their marketing budget. Furthermore, just 12% of organizations felt that Marketing is perceived as a highly profitable revenue center, whereas 59% perceive Marketing as a ‘necessary’ or even ‘unnessary’ expense.
This best practices report will discuss how organizations can build a Modern Marketing Center of Excellence (MMCoE), turn these perceptions around, and drive revenue growth.
Table of Contents
- Executive Summary
- Introduction
- The Modern Marketing Maturity Model
- How to Improve Your Marketing Maturity
- How to Work the Modern Marketing Maturity Model
- Modern Marketing Center of Excellence (MMCoE)
- Benefits of a MMCoE to the Organization
- The Modern Marketing Center of Excellence (MMCoE)
- Why Consider Working with Demand Metric
- We Are the Marketers Behind the Marketers
- Our Best Practices Report Methodology
- Customer Feedback & Testimonials
- About Demand Metric
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Download the guide @ http://www.demandmetric.com/content/getting-started-agile-marketing
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
"Agile is the new name of the marketing game" according to Shubu Mitra of Coca-Cola. Agile Marketing dramatically increases speed-to-market; delivers more relevant, engaging and impactful campaigns; drives ongoing innovation; and enhances customer experiences to grow market share. It uses relentless customer focus, iterative experimentation, and ongoing collaboration to drive faster creation, smarter improvements and better results for your marketing activities. This presentation provides a quick introduction to what Agile Marketing is, it's key benefits, and steps to get started.
Agile marketing is an optimised approach to people, processes and tools in marketing planning and execution, in response to changing customer behaviour and market trends. It provides a way to add, remove and/or modify marketing targets, strategies and tactics on an ongoing basis. Agile marketing centres on a change in business mind-set from the traditional marketing structure to a more flexible (agile) structure that has been so successful in the information technology industry. It champions data-driven marketing decision making, with an emphasis on value creation from a customer’s perspective. Every member of the agile marketing team must embrace the core values of the agile methodology in order to facilitate this shift in mind-set and support the successful completion of the team’s activities and the achievement of the team’s objectives
Agile marketing is based on a growth mind-set across the marketing team – one that allows for open communication across the team without fear of making mistakes. For a marketing team to truly become agile and growth-oriented, it needs to adopt the same agile ground rules from IT software development.
Agile for (and in) Marketing - An Agile Business Management Community WhitepaperEvan Leybourn
There is a growing trend towards business agility; the adoption of agile and lean practices across the enterprise. This is nowhere more evident than in marketing. Marketing divisions across the world have starting to adopt iterative and adaptive processes while encouraging self-organising teams and empowered individuals.
The Agile Business Management Community is a grassroots organisation dedicated to the development and promotion of agile and lean outside IT. Our members are respected professionals in their fields and span the globe.
These are some of our observations and experiences on agile for (and in) marketing.
What is Agile Marketing and Why Do Companies Need It?Jomer Gregorio
Is your business having a hard time keeping up with too many rapidly evolving factors today? Adapt a strategy as agile marketing and boost your company's success rate.
Full blog here - https://digitalmarketingphilippines.com/what-is-agile-marketing-and-why-do-companies-need-it-infographic/
Let us begin with understanding what we mean by sales and marketing alignment. Sales and marketing alignment is when the two departments work together closely to achieve common goals. This can be beneficial for businesses because it can lead to increased sales and higher customer satisfaction.
https://www.yatharthmarketing.com/steps-towards-marketing-and-sales-alignment-and-business-growth/
Six steps to revenue boosting lead generation programsJaslynn joan
Here are six steps B2B marketers can take to enhance their lead generation programs.
Source<> http://blog.bizbilla.com/jaslynn-info/user/show/6977/six-steps-to-revenue-boosting-lead-generation-programs
Developing an Agile Approach: Why Adaptability Will Be Key for Competitive Ma...Marsden Marketing
Agile Marketing borrows from software development to help companies adapt and respond more quickly, as the needs and interests of prospects and customers evolve. Instead of developing deliverables in a traditional, linear fashion, Agile marketers conduct a series of sprints and review, adjust and reprioritize work based on results. Agile is a data-driven approach to marketing prioritization and rapid adjustments.
How Sales Coaching Helps Maximize RevenueMindTickle
In this webinar, Nancy Maluso - Research Director at Sirius Decisions, Stephen Hallowell - VP Sales Enablement at MuleSoft and Mohit Garg - CRO and Co Founder at MindTickle discuss why Sales Coaching is imperative to a company's success and how it impacts revenue.
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.
Similar to Agile Marketing How-To Guide and Toolkit (20)
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
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
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.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Optimizing Asset Management for Sales Success How-To GuideDemand Metric
Executive Summary
Asset Management has historically been seen as a marketing and branding function. This technology is used to deliver materials to sales but is not within the sales teams’ direct control or influence. Today, as more organizations focus on marketing and sales alignment, many tools and technologies that were once managed exclusively by marketing have become shared marketing and sales functions.
Despite this alignment progress on many fronts, Asset Management has tended to remain squarely in the hands of marketing. Demand Metric believes that marketing organizations that retain control are missing an opportunity to use Asset Management to its fullest capability.
The purpose of this How-To Guide is to provide Modern Marketers with a clear understanding of how to effectively use Asset Management Systems as a Sales Enablement tool.
This 6-page guide includes the following sections:
What is Asset Management?
The Sales Benefits of Asset Management
Asset Management & Marketing Automation
Asset Management Vendor Selection Criteria
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
About the Sponsor
Mindmatrix is a cutting-edge marketing automation and sales enablement company. Our platform incorporates all the functions and metrics essential to your sales and marketing departments into a single software package.
Mindmatrix’s marketing automation platform will help you generate leads, cultivate interest and excitement about your organization, and ultimately… close sales. From the initial contact with a potential customer all the way through to their first purchase, and beyond, we have your sales and marketing teams covered.
Your Problem
You need to prepare your organization for a crisis, and need to learn best practices for getting the job done.
Our Solution
A crisis communications plan is the first line of defense for your organizations reputation, and in some cases can actually help save the lives of your employees themselves.
In this How-To Guide you will discover how to:
Build your Crisis Communications Team
Empower them with a step-by-step plan for any crisis
Describe exactly who they should contact and when
Explain the entire crisis management process from start to end
Throughout this guide we will also be linking to ‘Resources’, in the form of ‘Tools’, ’Templates’ and ‘Checklists’ you can leverage to prepare your organizations crisis response. With these resources and processes in your company's tool belt, you can rest assured that if a PR-related emergency occurs, you will be ready to protect your brand from disaster, and guard your employees from harm.
Key Benefits
leverage PR Crisis Communications best practices
understand the five stages for any crisis response
links to 24 additional PR Crisis tools
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.