Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Demand Metric's Playbooks provide frameworks with links to actionable research, tools, templates and training to help organizations operationalize best practices for Marketing.
Use this Buying Process Playbook as a roadmap for defining a process that aligns content to buyer needs and stages in their buying process, automates lead nurturing & scoring, and optimizes sales & marketing alignment.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Our Demand Generation Maturity Model was designed to help organizations with a roadmap for improving their Demand Generation capabilities. The model provides 4 stages of organizational maturity, which are:
- Undefined
- Progressive
- Mature
- World-Class
Additionally, it evaluates 6 components of Demand Generation, as follows:
- Orientation
- Leadership
- Tools & Platforms
- Demand Generation
- Budget & Staff
- Metrics
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Demand Metric's Playbooks provide frameworks with links to actionable research, tools, templates and training to help organizations operationalize best practices for Marketing.
Use this Buying Process Playbook as a roadmap for defining a process that aligns content to buyer needs and stages in their buying process, automates lead nurturing & scoring, and optimizes sales & marketing alignment.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Our Demand Generation Maturity Model was designed to help organizations with a roadmap for improving their Demand Generation capabilities. The model provides 4 stages of organizational maturity, which are:
- Undefined
- Progressive
- Mature
- World-Class
Additionally, it evaluates 6 components of Demand Generation, as follows:
- Orientation
- Leadership
- Tools & Platforms
- Demand Generation
- Budget & Staff
- Metrics
Our Sales Enablement Maturity Model was designed to help organizations with a roadmap for improving their sales enablement capabilities. The model provides 4 stages of organizational maturity, which are:
Undefined
Progressive
Mature
World-Class
Additionally, it evaluates 8 components of Sales Enablement, as follows:
- Orientation
- Leadership
- Technology/Infrastructure
- Alignment
- Sales Support Tools
- Processes
- Metrics
- Results
To obtain this document, visit us at http://www.demandmetric.com/register
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.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
Salesforce on Salesforce: Building Marketing & Sales AlignmentKevin Baldacci
Ever wondered how Salesforce does sales enablement? Join us for a look behind-the-scenes at how we create, manage, and run internal campaigns designed to empower our sales reps. You will learn first-hand how we handle product launches and see examples of some of our most successful campaigns. This session is great for B2B marketers, enablement, and sales leaders looking for practical ways to improve their sales enablement strategy.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Our Event Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and execute an event marketing plan that meets your marketing objectives.
Nurturing Your Audience the Way they Want to be NurturedJosh Hill
Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:
The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements
Our Sales Enablement Maturity Model was designed to help organizations with a roadmap for improving their sales enablement capabilities. The model provides 4 stages of organizational maturity, which are:
Undefined
Progressive
Mature
World-Class
Additionally, it evaluates 8 components of Sales Enablement, as follows:
- Orientation
- Leadership
- Technology/Infrastructure
- Alignment
- Sales Support Tools
- Processes
- Metrics
- Results
To obtain this document, visit us at http://www.demandmetric.com/register
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.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
Salesforce on Salesforce: Building Marketing & Sales AlignmentKevin Baldacci
Ever wondered how Salesforce does sales enablement? Join us for a look behind-the-scenes at how we create, manage, and run internal campaigns designed to empower our sales reps. You will learn first-hand how we handle product launches and see examples of some of our most successful campaigns. This session is great for B2B marketers, enablement, and sales leaders looking for practical ways to improve their sales enablement strategy.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Our Event Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and execute an event marketing plan that meets your marketing objectives.
Nurturing Your Audience the Way they Want to be NurturedJosh Hill
Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:
The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements
Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.
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
Roger is responsible for P&L, sales, leads, marketing, business development, pipeline, operations, commission design, planning, and budgets for client organizations. He establishes and maintains successful relationships with partners/customers building custom digital solutions including Social, AI & RPA solutions, B2X Digital Platforms, Cybersecurity, Machine Learning, and Blockchain applications, Renewable Solar Energy, Adtech, Health-tech, Supply Chain & Logistics, MSO's, Direct To Consumer App, Telco and Pay TV operators and OTT platforms in Media & Entertainment domains.
Roger advises on sales & marketing pipeline management activities to ensure profitable revenue targets are met and manages the level of risk vs. desired goals to accelerate revenue. He plans, designs, and executes sales and marketing, speeding up strategies, and adds positive revenue results from all targeted revenue streams.
►Proficiently produces new opportunities that deliver improved marketing and enlarge SaaS revenue across all client disciplines.
►Increases performance of all RevOps functions within the organization, including Sales, Marketing, and Customer Success.
►Serves as a Head of Sales & Marketing with ownership of the “marketing technology stack” including marketing automation, sales-force automation/ CRM, digital channels, the web and social, business intelligence, and data management.
►Accountable for all sales goals.
►Motivate and coach a team of 68 people consisting of sales leaders, AEs, AMs, ISRs, SDRs, operations, and marketing.
►Define and manage GTM strategy to acquire new customers while retaining and expanding across existing customers.
►Hire fantastic new talent around the world to meet the demands of customers.
Skills: Sales Strategy · Build Strong Relationships · Team Building · FinTech · Complex Sales · Go-to-Market Strategy · Sales & Marketing · Sales Planning · Sales Pipeline Management · Team Management · Strategy · Problem Solving · Executive Management · International Sales · Startups · Business Analysis · Mergers & Acquisitions (M&A) · Online Advertising · Salesforce.com · Digital Media · Sales Operations · SaaS · Start-ups · Sales Management · B2B Marketing · Business-to-Business (B2B) · Sales Process · Solution Selling · Artificial Intelligence (AI) · Software as a Service (SaaS) · Management
Skills: Go-to-Market Strategy · Startups · Analytical Skills · Mergers & Acquisitions (M&A) · Business Development
Skills: Enterprise Software · Software as a Service (SaaS)
Our Email Marketing Maturity Model was designed to help organizations with a roadmap for improving their Email Marketing capabilities. The model provides 4 stages of organizational maturity, which are:
- Undefined
- Progressive
- Mature
- World-Class
Additionally, it evaluates 8 components of Email Marketing, as follows:
- Orientation
- Leadership
- Tools & Platforms
- Lead Generation
- Content Marketing
- Cross-Channel Marketing
- Budget & Staff
- Metrics
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Channel Marketing Programs That Deliver ROIJuliann Grant
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs.
You will learn:
Channel marketing tactics – The Model Evolution
Programs capitalizing on concierge and MDF
Best tactics for channel marketing programs
Measuring tactic performance with intent to improve ROI
Happy Juice principles: How to create a marketing organization that informs a...Browne & Mohan
Many companies spend lot of marketing without realizing the expected benefits. This happens because they simply lack a coherent approach. In this white paper, Browne & Mohan consultants share a proven empirical approach that makes sure your marketing efforts do perform.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Explore the forefront of digital marketing with these 5 cutting-edge strategies to elevate your online presence. From AI-powered personalization and immersive content experiences to harnessing the potential of voice search, stay ahead in the digital landscape. Discover how leveraging chatbots and social media influencers can amplify your brand reach and engagement. Embrace the future of marketing and unlock new avenues for growth.
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/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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
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.
1. Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No defined strategy or process for
Demand Generation; Prioritizes Sales
over Marketing activities
Defined strategy and processes
for Demand Generation exist in the
marketing organization as part of overall
marketing strategy
Defined strategy and processes exist for
Demand Generation within the Enterprise
as a key sales and revenue driver
Defined, integrated strategy for
Demand Generation exists across the
Enterprise; Campaigns are tracked and
measured by level of engagement and
revenue impact
Leadership No focused Demand Generation
initiative; Focuses on Lead Generation
rather than Demand Generation; Priori-
tizes Sales over Marketing
Demand Generation initiative in place;
A dedicated program and Campaign
Managers for Demand Generation exist
VP or Director of Demand Generation with
budget, staff and resources exists; Long-
term executive commitment
Views Demand Generation as a
strategic, core capability for building
a Modern Marketing Center of Excel-
lence (MMCoE); Strategies, processes
and KPIs for Demand Gen are in place
Tools &
Platforms
All Demand Generation platforms are
integrated into a comprehensive Digital
Marketing platform with tight integra-
tion to CRM, Marketing Automation and
other Enterprise-level systems
Development stage with point tools
for Email, Content and Social Media
Marketing; Organization uses paid
search or PPC advertising; Utilizes
basic SEO for website & landing page
optimization
Utilizes platforms that perform specific
functions with coordinated tools,
applications and workflows for email,
content & SEO
Key platforms (content, email, online
event, SEO and advertising) have been
implemented and are connected to each
other as well as to CRM, Marketing Auto-
mation systems
Demand
Generation
DEMAND GENERATION
Maturity Model
2. Budget &
Staff
Metrics
No budget allocated for Demand
Generation; Staff is contracted or at the
Coordinator level and is focused on
Lead Generation
No formal measurements are in place or
metrics are focused only on paid search
and PPC leads
Operational metrics to monitor and
track performance of SEO, Online
Advertising, Email and Content
Marketing campaigns; Metrics may
include email click-thrus, content views
& downloads, keyword performance, #
links & backlinks, etc.
Organization uses dashboard metrics
by each Demand Gen platform,
including online events; Limited CRM
& MA integration exists; Analytics may
include lead scoring and qualification
metrics, webinar views, average time
spent in virtual environments, etc.
Enterprise-wide dashboard with visual
representation of user acquisition,
scoring and engagement by behavior,
experience, brand reach, etc.; Metrics
may include campaign conversion &
ROI, contribution to pipeline, prospect/
customer level of engagement, etc.
Budget has been allocated for Demand
Generation; Defined roles and respon-
sibilities have also been established for
Demand Gen
A budget supported by a business case
has been developed to justify project &
program spending; Dedicated Demand
Gen roles have been established and are
key to the marketing team and overall
strategy
Demand Generation budget is
connected to marketing goals; Organi-
zation is aligned for maximum impact of
Demand Gen
Demand
Generation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Demand
Generation
An integrated, Enterprise-wide Demand
Generation platform with personalized
& localized content has been imple-
mented and is delivered via email,
SEO, Online Advertising and Marketing
Apps; Manages the success of Demand
Gen by measuring and improving ROI
Relies on website landing pages with
limited content targeting; No formal
content, email or social campaign
strategy exists; Organization uses paid
search or PPC advertising and utilizes
basic SEO; Focuses on traditional
tradeshow marketing
Demand Generation campaigns feed
Lead Generation through a coor-
dinated lead qualification process
through email, traditional & online
events, content, SEO and Online
Advertising
Convergence of content, social, mobile
and video experiences to create full digital
experiences for conversion and sales
opportunities; Mature SEO processes
are in place; A solid investment in Online
Advertising and virtual events exists
DEMAND GENERATION
Maturity Model