Predictive lead scoring uses machine learning algorithms to analyze large amounts of internal and external data to more accurately predict a lead's likelihood of converting. It assigns scores based on thousands of attributes and signals, including behaviors and demographics. This removes reliance on assumptions and intuition, provides a deeper understanding of prospects, and allows companies to base important decisions on data rather than opinions. When implemented, predictive lead scoring typically improves marketing and sales alignment and ROI.
Setting the right metrics for channel marketing management platform is critical for driving partner adoption and generating meaningful return on investment.
Why Should The Best Sales Reps Work For You? This is the question top sales talent asks themselves when you try to recruit them to your team. Do you have a compelling answer? You’d better. This year, the demand for sales talent will outstrip the supply.
Social networks are critical in sales. Companies and salespeople can improve
performance significantly by understanding the interplay among the different webs
of customers, leads and colleagues they develop.
The sales process can be represented as four distinct stages, which all require a
different set of abilities and network configuration. If salespeople and managers
understand how networks function, they can pinpoint the most effective network
configuration for each stage of a sale and take the actions necessary to create it and
outshine competitors. In each stage of the sales process, the salesperson’s efforts
come down to two essential and complementary types of network-management
actions: managing the information flow and coordinating the efforts of contacts. This
article offers a framework for systematically managing different social networks, by
matching the network to the task. The article also presents three levers managers
can use to encourage salespeople to integrate the network-based view and make the
best possible use of social networks.
Setting the right metrics for channel marketing management platform is critical for driving partner adoption and generating meaningful return on investment.
Why Should The Best Sales Reps Work For You? This is the question top sales talent asks themselves when you try to recruit them to your team. Do you have a compelling answer? You’d better. This year, the demand for sales talent will outstrip the supply.
Social networks are critical in sales. Companies and salespeople can improve
performance significantly by understanding the interplay among the different webs
of customers, leads and colleagues they develop.
The sales process can be represented as four distinct stages, which all require a
different set of abilities and network configuration. If salespeople and managers
understand how networks function, they can pinpoint the most effective network
configuration for each stage of a sale and take the actions necessary to create it and
outshine competitors. In each stage of the sales process, the salesperson’s efforts
come down to two essential and complementary types of network-management
actions: managing the information flow and coordinating the efforts of contacts. This
article offers a framework for systematically managing different social networks, by
matching the network to the task. The article also presents three levers managers
can use to encourage salespeople to integrate the network-based view and make the
best possible use of social networks.
Measuring Up: 9 Benchmarks that Can Help Expansion-Stage Companies Build a S...OpenView
This report highlights the metrics your company needs to track in order to hire, manage, and scale its sales organization effectively, and whether or not you are on pace with industry averages.
Marketing Velocity and the 5 Keys to Making the Cash Register RingThe Starr Conspiracy
What does Talladega Nights' Ricky Bobby know about marketing? Speed is the key. And that if you're not first, you're last.
Learn how to use velocity to close deals.
Download The Starr Conspiracy Tech Unit’s free white paper “Marketing Velocity and the 5 Keys to Making the Cash Register Ring.” In it, you’ll learn:
— The most important metric in turning leads into sales
— How to align your people, processes, and technology to make your marketing efforts more effective
— Steps to creating continuity and agility that will crush your business objectives
This is the world of the sales machine, built to outsell less focused, less disciplined competitors through brute efficiency and world-class tools and training. Recently
sales has been caught off guard by dramatic changes in customers’ buying behavior and sales performance has grown increasingly erratic. The very approaches that made the sales machine so effective now make selling harder. The sales machine is stalling. Leaders must abandon their fixation on process compliance and embrace a flexible approach to selling driven by sales reps’ reliance on insight and judgment.
Companies have become savvy customers; they have often determined the solution and the supplier they need, and the price they are willing to pay, before the salesperson enters the scene. In this competitive environment, the premium on finding, training, motivating and retaining star performers has never been higher.
Because firms only measure past sales performance, they have limited insight into how a salesperson will do going forward and what types of training and incentives
will be most effective. Failing to forecast a salesperson’s future value can lead to costly misallocation of training and incentive dollars. Many firms overvalue their poor performers and undervalue their stars, which might lead to undervalued top salespeople to slip trough their fingers and into competitors’ arms. This article illustrates a novel method for measuring a salesperson’s future profitability to the firm. Future performance is linked to specific types of training and incentives and show how those investments can dramatically boost revenue.
Companies fiddle constantly with their incentive plans and sales executives are always looking for ingenious ways to motivate their teams. If sales targets are missed, they blame the sales compensation plan and start over. Meanwhile, The finance organization views the comp plan as an expense to manage. That’s not
surprising: Sales force compensation represents the single largest marketing
investment for most B2B companies. So naturally finance tries to ensure that comp
plans have cost-control measures designed into them. Additionally, many companies
respond to cost-cutting pressure from the finance department with incentives that
backfire. More often than not, controls encourage salespeople to spend time with
customers according to the company’s internal needs, rather than when the customer
is ready to buy.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
The Sales Manager's Guidebook contains all the information you will need to become a top performing sales manager.
Volume 3 will teach you…
- How to effectively solve problems
- How to improve your decision-making skills
- How to manage both your own and your teams time effectively
- How to improve your negotiation skills
- How to conduct a successful appraisal of your sales teams’ performance
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
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
A plan for new sales leaders. What to do in their first 75 days in their new position? An easy step by step guide. The first 25 days is to understand the current state of the sales team, next 25 days is about developing a GTM strategy followed by the next 25 days of implementation.
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.
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
The true value in your KPIs is understanding how they complete the bigger picture of the customer journeys that drive the most impact for your business.
Measuring Up: 9 Benchmarks that Can Help Expansion-Stage Companies Build a S...OpenView
This report highlights the metrics your company needs to track in order to hire, manage, and scale its sales organization effectively, and whether or not you are on pace with industry averages.
Marketing Velocity and the 5 Keys to Making the Cash Register RingThe Starr Conspiracy
What does Talladega Nights' Ricky Bobby know about marketing? Speed is the key. And that if you're not first, you're last.
Learn how to use velocity to close deals.
Download The Starr Conspiracy Tech Unit’s free white paper “Marketing Velocity and the 5 Keys to Making the Cash Register Ring.” In it, you’ll learn:
— The most important metric in turning leads into sales
— How to align your people, processes, and technology to make your marketing efforts more effective
— Steps to creating continuity and agility that will crush your business objectives
This is the world of the sales machine, built to outsell less focused, less disciplined competitors through brute efficiency and world-class tools and training. Recently
sales has been caught off guard by dramatic changes in customers’ buying behavior and sales performance has grown increasingly erratic. The very approaches that made the sales machine so effective now make selling harder. The sales machine is stalling. Leaders must abandon their fixation on process compliance and embrace a flexible approach to selling driven by sales reps’ reliance on insight and judgment.
Companies have become savvy customers; they have often determined the solution and the supplier they need, and the price they are willing to pay, before the salesperson enters the scene. In this competitive environment, the premium on finding, training, motivating and retaining star performers has never been higher.
Because firms only measure past sales performance, they have limited insight into how a salesperson will do going forward and what types of training and incentives
will be most effective. Failing to forecast a salesperson’s future value can lead to costly misallocation of training and incentive dollars. Many firms overvalue their poor performers and undervalue their stars, which might lead to undervalued top salespeople to slip trough their fingers and into competitors’ arms. This article illustrates a novel method for measuring a salesperson’s future profitability to the firm. Future performance is linked to specific types of training and incentives and show how those investments can dramatically boost revenue.
Companies fiddle constantly with their incentive plans and sales executives are always looking for ingenious ways to motivate their teams. If sales targets are missed, they blame the sales compensation plan and start over. Meanwhile, The finance organization views the comp plan as an expense to manage. That’s not
surprising: Sales force compensation represents the single largest marketing
investment for most B2B companies. So naturally finance tries to ensure that comp
plans have cost-control measures designed into them. Additionally, many companies
respond to cost-cutting pressure from the finance department with incentives that
backfire. More often than not, controls encourage salespeople to spend time with
customers according to the company’s internal needs, rather than when the customer
is ready to buy.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
The Sales Manager's Guidebook contains all the information you will need to become a top performing sales manager.
Volume 3 will teach you…
- How to effectively solve problems
- How to improve your decision-making skills
- How to manage both your own and your teams time effectively
- How to improve your negotiation skills
- How to conduct a successful appraisal of your sales teams’ performance
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
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
A plan for new sales leaders. What to do in their first 75 days in their new position? An easy step by step guide. The first 25 days is to understand the current state of the sales team, next 25 days is about developing a GTM strategy followed by the next 25 days of implementation.
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.
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
The true value in your KPIs is understanding how they complete the bigger picture of the customer journeys that drive the most impact for your business.
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
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
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
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Listen Publish Analyze - Intelligent Guide to Social Media Management PlatformsEvgeny Tsarkov
Listen Publish Analyze - Intelligent Guide to Social Media Management Platforms (by UnMetric)
Слушай, Публикуй, Анализируй - Интеллектуальное руководство по платформам управления социальными медиа
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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
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.
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
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
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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
2. Lead scoring has an important role to play in modern B2B
marketing and sales. It is a useful system for gauging a
prospect’s likelihood of buying, allowing salespeople to
prioritize their targets. In this guide, we will cover what
lead scoring is in more detail, the ways it can be improved
through predictive analytics, and how and why you should
use predictive lead scoring system to stay ahead of your
competition.
3. www.fliptop.com
What is Lead Scoring ?
Lead scoring is a methodology to rank prospects against a scale that represents the perceived value each
lead represents to the organization. The resulting score is used to determine which leads a receiving function
(e.g sales, partners, teleprospecting) will engage, in order of priority. I
Through assigning scores to prospective customers or clients to gauge buying intent and readiness, the
following benefits can be achieved:
Increased sales efficiency due to the prioritization of leads.
Marketing efforts made more effective.
Tighter marketing and sales alignment.
In a typical lead scoring system, a prospective customer will have a variety of criteria that makes up their
score. With attributes like company, budget, and location, the prospect is assigned a score of how likely
they are to buy. If we add in actions such as signing up for a newsletter, clicking on a sales link or filling
out a form, we add behavioral criteria that adds to the score.
“
All Names
Prospect
Engaged
MQL
Sales Lead
Opportunity
Customer
Early stage content:
Attend webinar:
Visit any webpage/blog:
Visit careers pages:
Pricing pages:
Watch demos:
Mid-stage content:
Late-stage content:
+3
+5
+1
-10
+10
+5
+8
+12
Behaviors
Job Title:
Generic email
Industry:
Technology:
+20
-5
+10
+5
Demographics
4. Lead scoring tools require users to select the attributes and actions on which to score the leads and to
determine the actual score. However, it’s largely down to human intuition to set the values and weights
in the first place.
Most marketing automation providers recommend sales and marketing teams have a large brainstorming
session to decide what is an ideal lead and its score. This appears good on the surface and it asks for
cross-departmental cooperation. However, the resulting lead scoring is based a lot on assumptions the
team makes. They may be educated assumptions, but assumptions nonetheless.
This lead scoring system - one that relies
on assumptions, can quickly result in sales
disenchantment, to the point where good leads
are routinely ignored and demand generation ROI
suffers accordingly.
Companies often launch scoring schemes that just
don’t work; by the time the scheme is modified,
sales teams need to be re-sold and re-trained on
what they now regard as inaccurate and irrelevant data. Even if sales teams haven’t been through this
process, they may opt to ignore the scores attributed to leads and use their intuition to pick the winners.
It can even happen that the marketing team effectively guesses the lead scoring scheme and the sales
team ignores the scores entirely. This is bad for the marketing department, as lead scoring optimization
is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing
technology. It is doubly bad for sales, as they spend a lot of their time chasing leads that don’t convert
and most likely pass over leads that are great fits for the company.
www.fliptop.com
Problems with Traditional Lead Scoring
5. www.fliptop.com
Big Data and Predictive Analytics
A SiriusDecisions report stated that ‘94% of all Marketing Qualified Leads will never convertII. This
means with all of Marketing’s efforts only 6% are leading to customers. Evidently there’s some way to go
in improving the lead scoring processes. This is where predictive lead scoring comes in.
The first step in building a lead scoring process that works is to accurately define what success looks like
for the organization. In the cases of most B2B organizations, success looks like closed won opportunity
information inside of the Customer Relationship Management (“CRM’’) system. Once success is
established, the next place to look is at the digital footprint of that company.
Your customers all have a digital footprint online – through their social networks
like Twitter, blogs, press releases, job openings and the technology on their
corporate website. This abundance of data on the public web and in your CRM
system can be leveraged to find the ideal customer for your business. But rarely
is this data well structured; any organization with a CRM has been collecting a
goldmine of data, but most are not leveraging it to draw actionable insights and
find meaningful correlations.
Predictive analytics can help. Through machine learning a predictive model can
crunch through large data sets and structure data properly to deduce patterns
that went previously unnoticed. Predictive lead scoring companies like Fliptop
are able to take this data structure it properly. We’re also able to find previously unseen relationships
between data sets and predict likely outcomes through predictive modeling.
Predictive modellng is a commonly used statistical technique to predict future behavior. Predictive modeling
solutions are a form of data-mining technology that work by analyzing historical and current data and
generating a model to help predict future outcomes. In predictive modelling, data is collected, a statistical
model is formulated, predictions are made, and the model is validated (or revised) as additional data
becomes available. III
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6. www.fliptop.com
It starts with your
existing CRM
opportunity data
It adds thousands of
person and company
attributes
We automatically create
predictive scoring
models tailored for you
It applies scores to your lists or
directly within your sales and
marketing applications
How Predictive Lead Scoring Works
A predictive model always starts by understanding what success looks like and for most B2B enterprises,
this is “closed won” opportunities.
The system can analyze thousands of public and internal data points in order to construct a “fingerprint”
of what a good lead or account looks like.
This information could include fields like:
Size of company, revenue, legal status
Social network memberships and activity
Marketing actions - e.g. prospect clicked A, B or C
Technology the company uses on their website
In the near future, predictive engines tied into marketing automation systems will be able to automate
the entire process of assigning scores to activities, so marketing teams no longer have to guess the value
of downloading a white paper or attending a webinar.
7. www.fliptop.com
Once the predictive algorithm has learned which data signals typically result in a sale, new leads can
be scored instantly. No longer are marketing teams throwing all the leads over the fence to sales and
waiting weeks or months to see the results.
Because most marketers are not doing any form of predictive analytics today, the potential for upside is
huge. Imagine if your business could definitively answer the following questions:
Which leads should marketing send to sales, nurture or discard?
What accounts or contacts should sales be prospecting next?
Which programs should marketing scale back or double-down on?
How likely is sales to make quota this quarter?
Which accounts are ripe for cross-sell/upsell?
Which accounts are most likely to churn?
In the absence of predictive analytics, these questions inevitably are answered by HiPPO - the highest-
paid person’s opinion. Those who operate by gut instinct are at a distinct disadvantage in the marketplace
against those who leverage data.
8. 5 Reasons You Should Adopt a Predictive Lead Scoring
Technology
Predictive analytics clearly gives a multitude of key advantages over traditional lead scoring models.
In summary, five of the most important factors for choosing a predictive lead scoring technology are
below:
How You Can Get Started with Predictive Lead Scoring ?
If you would like your own predictive scoring model, please contact us at info@fliptop.com
or call 888 373 7533.
www.fliptop.com
1. Base decisions on data, not intuition – many established lead scoring systems are set up based
on intuition – a predictive technology removes this risk.
2. See the bigger picture through more data points – since predictive lead scoring technology
can use thousands of different signals and data points, you’re likely to get a much deeper
understanding of your prospects.
3. Understand previously unseen patterns through algorithms – these signals are sent through
a machine learning system, which can spot previously unnoticeable patterns in prospect
behavior.
4. Machine learning will optimize your lead scoring patterns – over time, your lead scoring
system will have a deep understanding on the behaviours and combinations that drive a sale
specific to your market, removing possible errors of human judgement.
5. Get a closer alignment between marketing and sales – an improved lead scoring system will
almost certainly lead to a better alignment between these two departments, given marketing
qualified leads will have a better chance of converting.
9. www.fliptop.com
References
Famico, Jay, “What is Lead Scoring, Anyway?”,
www.siriusdecisions.com, January 14, 2013
http://www.siriusdecisions.com/blog/what-is-lead-scoring-anyway/
Gartner IR Glossary
http://www.gartner.com/it-glossary/predictive-modeling
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Sirius Decisions
http://www.siriusdecisions.com/