This document summarizes a seminar on supercharging B2B sales and marketing in 2013 through the use of technology. It identifies 5 key opportunities: 1) improving email marketing personalization and automation, 2) creating prospect intelligence to better engage leads, 3) managing and scoring leads, 4) providing sales intelligence on prospects, and 5) better measuring marketing ROI. The document advocates for improving marketing quality to individuals, intelligence about prospects, and focusing budgets on the most impactful activities to improve the bottom line. It provides requirements for hiring a marketing manager capable of managing these technologies and strategies.
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
Lead nurturing is about keeping conversations going over time, building relationships and allowing the creation of interest in products and/or services while bringing the leads to sales-ready status. It is about cultivating and maintaining mind share, building and sustaining interest in what you have to offer, and developing trusted relationships with those who could possibly be your next customer. Lead nurturing is exceptionally effective in articulating your value proposition to maintain, in a subtle and consistent manner, a stream of relevant information that is important for the audience to know.
Smarter campaign management engaging customers at point of maximum impactHolger Kyas
Abstract: In today’s data driven world, C2B organizations need to be innovative marketing leaders to succeed and create meaningful customer experiences. Companies who excel at this are using advanced analytics and “science fueled creativity” to engage their customers at the point of maximum impact. Hear from advanced analytics experts and leaders from Hilton Grand Vacations, Prolifics and IBM on how they are using intelligence to deliver smarter campaigns to positively affect their bottom line.
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
Lead nurturing is about keeping conversations going over time, building relationships and allowing the creation of interest in products and/or services while bringing the leads to sales-ready status. It is about cultivating and maintaining mind share, building and sustaining interest in what you have to offer, and developing trusted relationships with those who could possibly be your next customer. Lead nurturing is exceptionally effective in articulating your value proposition to maintain, in a subtle and consistent manner, a stream of relevant information that is important for the audience to know.
Smarter campaign management engaging customers at point of maximum impactHolger Kyas
Abstract: In today’s data driven world, C2B organizations need to be innovative marketing leaders to succeed and create meaningful customer experiences. Companies who excel at this are using advanced analytics and “science fueled creativity” to engage their customers at the point of maximum impact. Hear from advanced analytics experts and leaders from Hilton Grand Vacations, Prolifics and IBM on how they are using intelligence to deliver smarter campaigns to positively affect their bottom line.
Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen
Summary Comparison of the 2013 Gartner MCCM Magic Quadrant vendors to the previous year, 2012 results. Easily see what Gartner's standout recommendations are and how the MCCM Multi-Channel vendors compares to 2012.
This is a digital marketing plan, a 2-hour session in a Digital marketing CIM diploma class. You learn how to;
Develop an action plan
Establish a campaign budget
Identify suitable online promotional tools
Conduct online campaign testing.
Business Development Solution Marketing - Technology Sales LeadsTony Lo
n today's highly competitive IT market, product differentiation is getting increasingly more difficult to achieve, and often isn't enough to engage your prospects interest or close deals. Focusing on their problems, concerns, and business drivers will lead to a richer, more compelling value proposition for your portfolio of products and services. It's all about driving value.
Onset of digital and the integration of sales and marketing is redefining the way B2B demand generation programs can be successfully run. In this 20 slide eBook we break down some of the basics of running a B2B marketing 2.0 campaign.
This presentation will give you an overview of blogging, content, social media, and email marketing so you can begin to formulate a strategy for driving more traffic and leads through your website.
- Get started with blogging and set sensible goals for your content strategy
- Circulate your content using social media and email marketing
- Convert your blog visitors to leads with compelling content offers
Meagen Eisenberg, VP of Demand Generation at Docusign and Robert J. Moreau, CEO, Zyphias Group discuss sales and marketing alignment, the customer journey and key best practices with Docusign client examples and tips. Moderated by Chanin Balance, CEO of Mobilepaks.
Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen
Summary Comparison of the 2013 Gartner MCCM Magic Quadrant vendors to the previous year, 2012 results. Easily see what Gartner's standout recommendations are and how the MCCM Multi-Channel vendors compares to 2012.
This is a digital marketing plan, a 2-hour session in a Digital marketing CIM diploma class. You learn how to;
Develop an action plan
Establish a campaign budget
Identify suitable online promotional tools
Conduct online campaign testing.
Business Development Solution Marketing - Technology Sales LeadsTony Lo
n today's highly competitive IT market, product differentiation is getting increasingly more difficult to achieve, and often isn't enough to engage your prospects interest or close deals. Focusing on their problems, concerns, and business drivers will lead to a richer, more compelling value proposition for your portfolio of products and services. It's all about driving value.
Onset of digital and the integration of sales and marketing is redefining the way B2B demand generation programs can be successfully run. In this 20 slide eBook we break down some of the basics of running a B2B marketing 2.0 campaign.
This presentation will give you an overview of blogging, content, social media, and email marketing so you can begin to formulate a strategy for driving more traffic and leads through your website.
- Get started with blogging and set sensible goals for your content strategy
- Circulate your content using social media and email marketing
- Convert your blog visitors to leads with compelling content offers
Meagen Eisenberg, VP of Demand Generation at Docusign and Robert J. Moreau, CEO, Zyphias Group discuss sales and marketing alignment, the customer journey and key best practices with Docusign client examples and tips. Moderated by Chanin Balance, CEO of Mobilepaks.
The Power of Sales-Marketing Alignment to Enable Sales & Improve Business Per...Veelo
This presentation explains how to streamline, automate and support sales enablement so effectively that you’ll feel like you have an army of marketers in the field. Hear from the VP of Demand Generation, Meagen Eisenberg, DocuSign and Robert Moreau, CEO of Zyphias Group.
A comprehensive masterclass introducing you to B2B marketing and the types of B2B marketing strategies and trends. Leading into a journey of Account Based Marketing with best practices and key principles to adopt to ensure a successful ABM strategy is executed. We'll highlight the importance of sales and marketing departments working together in a cohesive manner, and unpack how ABM can be applied to within your organization. Furthermore, we'll share some key insights and lessons learned from ABM projects we've worked on.
Key Takeaways:
By the end of this session, you will have a clearer understanding of Account Based Marketing and how to differentiate it from other forms of marketing. Establish how ABM can be applied within your organization. Identify common pitfalls and red flags and how to mitigate them.
Selling Content Marketing Software to the C-SuiteCompendium
Selling Content Marketing Software up to the C-Suite can be a challenge for a number of different reasons. Our latest 8 page guide aims to solve that problem by providing you with what each person in the C-Suite is worried about and specific examples of how to speak to each person.
This presentation defines the 5 keys to Sales 2.0 Management success in terms of technology, customer value, and sales team empowerment, and provides a practical blueprint for building and managing high performance Sales 2.0 Machine.
The Art of the Hand-Off, featured Phone Works founder Anneke Seley and Act-On Software CMO Atri Chatterjee as presenters.
This webinar focused on the handoff of leads between marketing and sales, using a simple formula: “Strategy + Process + People + Technology = Increased revenue results and decreased cost.”
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
How to Scale B2B Business Through MarketingMalhar Barai
This presentation was done as part of Netsavvies E-Marketing Summit. Here I share tips on how B2B brands can leverage marketing to scale their business
Secrets of powerful B2B communications| Ed Field - Maverick Marketing
B2B Marketing in an Automated World
1. B2b Marketing in an
automated world
Supercharging your
sales & marketing in
2013
2. Marina Lumley
@marinalumley
uk.linkedin.com/in/marinalumley
• Practitioner and trainer in Marketing Communication
strategy
Formerly integrated agency Board Director
• 18 years Marketing Experience
• CIM Faculty Member and Trainer
• Teaching in the digital & marketing space
3. Themes for today’s seminar
Connecting with Making a
today’s b2b measurable
challenges difference in
How technology 2013
can help
Can you really Embracing the role
impact your of Content
bottom line? Marketing
4. B2B challenges
1. Getting cut-through and delivering quality leads into the
business keeps getting harder
2. Traditional methods are under scrutiny by those signing
off the marketing budget and its harder to demonstrate
ROI
3. Digital marketing is seen now by many as the holy grail
of solutions – but its often a challenge to demonstrate
the ROI against actual sales
4. Prospects keep their distance for much longer now and
do their research without speaking to you
6. Search queries for Content
Marketing The Future?
Econsultancy & Outbrain Content Marketing Survey Report 2012.
1300 respondents: Clients, agencies and publishers
B2b Content marketing Trends – 2012 Survey Results. By Holger
Schulze, author of the blog “everything technology marketing”.
Sponsored by IDG Enterprise. 740 responders from a LinkedIn
community
8. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
9. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
11. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
12. 1. Good bye batch and blast
2. Personalisation a norm
3. Proactive, reactive, automa
tic
4. Automatic remarket
5. Testing par the course A power too
6. Fine tuned all to individual
customer behaviour
13. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
14. Acquire
Manage
Share & Participate
Engage
Engage
1. Marketing database & single customer view
2. Behavioural tracking
3. Score the engagement of your leads
4. Drive different communication and content to
leads based on place in buying cycle
15. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
16. Enhanced
intelligence &
1. Passed MQL leads
lead quality for
2. Full access to intel on
prospects behaviour & sales
interactions
3. Can generate own
campaigns
4. On Marketing’s radar
17. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
18. Ultimately drive a
stronger ROI from
1. Measure & attribute marketing
impact of each digital investment
channel on sales
2. One-stop-shop for
reporting –
personalised
dashboards
3. React-able sales
forecast
19. New opportunity to re-build your
strategy
Goals – the Establish the
business outcome. strategies – a
What do you want broad approach to
your 2. how you are going
1. Goals
communication to Strategies to achieve your
achieve goals
Define objective(s)
3. Develop tactics &
for each of your 4. Tactics
Objectives implementation
strategies
Specific: plan – the tools you
Measurable: are going to use to
Achievable: Realistic achieve your
:Timely objectives
20. Ultimately drive a stronger ROI
from marketing investment
1. Improving the quality of the marketing to
individual prospects
2. Improving the marketing
intelligence and enhance performance
3. Focus budget on what makes the most
impact to your bottom line
21. Marketing manager with minimum 5 years
experience required
– Solid level of communication experience across on-line, off-line
and non-line channels
– Experience managing data
– Capable of creating and sending out email campaigns
– Social media guru
– Able to write blogs, posts, tweet at will
– Creative – able to write copy and do design
– Technical – able to operate and integrate tools
– Great working with sales people
– Experience in setting exacting measurements for all activity
– Can demonstrate through previous experience – ROI, ROC, ROT
– Can increase my sales by 10% within the first 3 months of joining
team
– Will not ask for more resource for at least a year
22. • UK owned and based Marketing
Automation system
• Offers friendly support to run
marketing audits & workshops to
help you make the decision and
implement
• Built-in CRM as well as MA to ensure
maximum integration
• From sign up to launch within a week
as it’s a hosted solution
• Marketing / digital health – checks available this afternoon
• Simple Guide to Content Marketing www.target360/Content
• Simple Guide to Marketing Automation www.target360/MA
Editor's Notes
Very recently I was in New York and happened to be talking to a Canadian gentleman who was there with his sales team. They were on a bit of a jolly. They had flown in on 2 private jets (first indication of success). And I asked him what his business was – he said – scrap metal. Business to business clearly. He and his brother owned the company. I thought what the hell and I asked him what his turnover was. Just short of 2 billion Canadian dollars a year. This guy clearly knew what success looked like and I asked him how he achieved it. He said – it’s the 2%. 2% smarter at every point of our sales journey. (Marketing Automation gives the opportunity for multiple 2% along the journey) Come in Huston – we have a problem – in fact we have several. And I’m not which to fix? Are they all fixable? And what do I tackle first? So lets see if some of this resonates…
Goals = the broad outcomesStrategies = the approaches you will takeObjectives = the measurable steps to achieve the strategiesTactics = the tools you will useGoal: Win the war.Strategy: Surround Germany to choke off the resources that fuelled its military force.Objective: Invade France. This is measurable. You’ll know if you’ve succeeded and to what degree.Tactics: What will you use to do this? e.g. ships, planes, soldiers, etc.In summary: