Are you trying to make sense out of this fast-changing marketing automation environment? Or, better yet, are you trying to find ways to deliver on that long-term lead nurturing strategy that you so eloquently sold to your execs last year? Then, join us as we tackle some of the great myths about automated lead nurturing. Using real-world examples
of Pardot in action, you will see how to overcome the hurdles that stand in the way of executing effective automated marketing and offer sage advice to help generate the promised results from your marketing automation system.
Marketing Strategies with 3-D Content MappingPardot
The document discusses 3-D content mapping strategies for marketing. It involves mapping content to buyer personas' pain points, appropriate content for where buyers are in the purchase cycle, and reusing content in different formats. The speakers discuss defining buyer personas through research, uncovering pain points, and integrating the buyer journey. They provide tips on creating varied content like white papers, videos and curating others' content. Marketers are advised to put the mapped content into drip marketing programs to nurture leads through the sales process.
b2b webinar best practices - how to effectively nurture webianr attendeesSalesfusion
Webinar from SalesFUSION and WebAttract on how to effectively manage and optimize the attendance and post-webinar conversion through nurture marketing, audience recruitment and content-driven marketing
The document discusses 5 key initiatives and goals for b2b marketers in 2013 based on a webinar by SalesFUSION. It summarizes the performance of b2b marketing in 2012, including the rise of content marketing and challenges in proving ROI from social media. The top 5 goals for 2013 are identified as improving website visibility, focusing social media strategy, better aligning marketing and sales, implementing lead management processes, and adopting the right technology. Specific tactics are suggested for each goal area.
1. The document discusses improving an organization's customer experience across multiple channels. It highlights that customers now care more about experience than in the past and expect consistency across channels.
2. Seven types of projects are outlined that can improve customer experience, such as listening to feedback, identifying weak points, and designing memorable experiences. Measurement metrics for customer satisfaction, loyalty, and brand are also covered.
3. A strategy for customer experience improvement involves understanding the starting point, setting goals to move above average or stay on top, and looking outside the industry for inspiration. Technologies can help with various project types, though no single vendor dominates.
The document summarizes a presentation about developing world-class customer experiences. It discusses the importance of customer experience for business results and provides an overview of how organizations can achieve excellence through building customer-centricity, aligning the organization, enabling agility, developing key proficiencies, prioritizing targets, and focusing on consistent execution and performance management.
The document discusses customer relationships and how to get, keep, and grow customers. It provides examples of different customer archetypes and how their roles, budgets, motivations, and influences impact getting their business. It also discusses paid and free demand creation activities, as well as calculating customer acquisition cost and lifetime value to understand the balancing act between acquiring and retaining customers. Physical products are compared to web/mobile products in terms of different customer relationship challenges and opportunities.
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative.
Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
Marketing Strategies with 3-D Content MappingPardot
The document discusses 3-D content mapping strategies for marketing. It involves mapping content to buyer personas' pain points, appropriate content for where buyers are in the purchase cycle, and reusing content in different formats. The speakers discuss defining buyer personas through research, uncovering pain points, and integrating the buyer journey. They provide tips on creating varied content like white papers, videos and curating others' content. Marketers are advised to put the mapped content into drip marketing programs to nurture leads through the sales process.
b2b webinar best practices - how to effectively nurture webianr attendeesSalesfusion
Webinar from SalesFUSION and WebAttract on how to effectively manage and optimize the attendance and post-webinar conversion through nurture marketing, audience recruitment and content-driven marketing
The document discusses 5 key initiatives and goals for b2b marketers in 2013 based on a webinar by SalesFUSION. It summarizes the performance of b2b marketing in 2012, including the rise of content marketing and challenges in proving ROI from social media. The top 5 goals for 2013 are identified as improving website visibility, focusing social media strategy, better aligning marketing and sales, implementing lead management processes, and adopting the right technology. Specific tactics are suggested for each goal area.
1. The document discusses improving an organization's customer experience across multiple channels. It highlights that customers now care more about experience than in the past and expect consistency across channels.
2. Seven types of projects are outlined that can improve customer experience, such as listening to feedback, identifying weak points, and designing memorable experiences. Measurement metrics for customer satisfaction, loyalty, and brand are also covered.
3. A strategy for customer experience improvement involves understanding the starting point, setting goals to move above average or stay on top, and looking outside the industry for inspiration. Technologies can help with various project types, though no single vendor dominates.
The document summarizes a presentation about developing world-class customer experiences. It discusses the importance of customer experience for business results and provides an overview of how organizations can achieve excellence through building customer-centricity, aligning the organization, enabling agility, developing key proficiencies, prioritizing targets, and focusing on consistent execution and performance management.
The document discusses customer relationships and how to get, keep, and grow customers. It provides examples of different customer archetypes and how their roles, budgets, motivations, and influences impact getting their business. It also discusses paid and free demand creation activities, as well as calculating customer acquisition cost and lifetime value to understand the balancing act between acquiring and retaining customers. Physical products are compared to web/mobile products in terms of different customer relationship challenges and opportunities.
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative.
Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
The document discusses reducing costs through automation, error control, and optimizing operations. It outlines challenges to cost reduction and industry trends showing opportunities in digital printing, variable data, and print outsourcing. The presentation proposes that the company can help assess needs, implement solutions, produce quality output, and continuously optimize processes to reduce costs over time.
Hiring to Win: Secrets to Sourcing and Selecting Top TalentHuman Capital Media
Savvy organizations know top talent is a critical driver of their ability to succeed. But at the same time, more and more top performing companies are concerned about talent shortages. They realize their ability to locate and land top talent will be a competitive differentiator in the years to come. What is your plan to win this war for talent?
Join Mollie Lombardi, research director for Aberdeen's human capital management practice, as she reveals findings from her 2011 study of talent acquisition strategies to help your company source, select and put to work the top talent that will power organizational results.
The document discusses the need for a solution to aggregate and analyze online product reviews in order to provide personalized and trustworthy recommendations that help reduce consumer indecision and returns. It outlines key features of the proposed solution and lessons learned from initial market research, including the importance of consensus and sharing non-technical user experiences. Next steps discussed include further market research and exploring options like algorithm licensing.
Introduction
The creation of successful products is essential for companies that want to grow or maintain a competitive advantage. Many organizations lack a clearly defined and understood product strategy.
We will discuss the importance of the AIPMM Product Management Framework (PMF) to define and implement a process to conceive, plan and market your company’s products at each stage of their life cycle. We will identify key activities to align business and product strategy with unmet customer needs to create value for your business.
We will describe the typical product life cycle from concept to launch and through product retirement. We will also discuss why growing organizations need to implement a formal product management process to support their product strategy.
Objectives
* Why do you need to define the right product strategy?
* What are the benefits of implementing a product planning process?
* What do you need to constantly create insanely great products?
Contact me at http:/linkd.in/hdelcastillo for more information regarding AIPMM membership or certification courses in your area.
Let me know how I can help you accelerate your career, or create and implement a product strategy and product planning process successfully to grow your business.
Youngilab is analyzing creating a smartphone application called CustomPhone to address the problem of customers not being able to easily provide feedback to businesses. The app would allow customers to express their feelings about a service with just 3 clicks on their phone and influence changes without confrontation. This would provide value to both customers, by giving them a voice, and businesses, by gaining important customer feedback and data to improve services. Market research shows the total available market for customer data solutions is $446 million globally with an estimated 20% annual growth rate, and the target market segment in Czech Republic and Slovakia is $5 million.
Make money with big data by organizing your company around your customers. I presented this deck at the Cybera Big Data #cybersummit 2012 in Banff, Canada. In it, I talk about customer loyalty, how to use driver and linkage analysis to sort out both what's important to your customers and what will drive sustainable revenue for your business. Case studies include a SaaS software company, and U.S. Hospital patient experience data based on HCAHPS patient surveys from 4,610 health care facilities nationwide.
Business Process Services: Redefining Business Process OutsourcingCognizant
Business process services (BPS) enables organizations across industry and functional silos to more effectively lash together the collective strengths of global talent, standardized processes and the latest technology to deliver continuous business impact.
This document discusses measuring the return on investment (ROI) of education marketing initiatives by universities and educational institutes. It highlights the importance of separating lead generation and student counseling processes, as both require different skills and have different economics. It notes that most online marketing contracts only incentivize vendors based on leads generated and clicks, without ensuring lead quality. The document then introduces the concept of "verified leads", where vendors would be paid per qualified lead rather than per click. This arrangement could achieve higher ROI through lower overall costs and higher conversion rates of quality leads to enrolled students. The white paper argues that a per-verified-lead payment model provides greater accountability for marketing vendors and lower risk for educational institutes.
In CSO Insights’ latest 2013 sales performance optimization survey results, sales decision makers across industries shared their top objectives for the next 12 months. Watch replay for this live webcast featuring CSO Insights CEO, Barry Trailer, and Tim Davey, VP of Sales at SAP, to gain insights on key trends, benchmarks and steps for greater sales success.
Replay:
http://sales.ondemand.com/events/7-key-plays-sales-performance-optimization/
This webinar discusses how to use webinars strategically as part of an integrated marketing program. It covers drawing webinar content from key business strategies, building webinars into broader marketing efforts, focusing on engaging content best practices, connecting webinar activity to lead generation and sales success, and working with IT to integrate webinar data into customer relationship management systems. The presenters are Moira Vetter, CEO of Modo Modo Agency, and Carol Godfrey, VP of Energy at Southwire Company.
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
The results have poured in from our 6th Annual State of Partnering research. This year’s study was the biggest and most comprehensive yet – with 98 global vendors and 250 solution provider participants.
This year’s study focused on several key partnering topics including enablement, cloud engagement models, field sales coverage and channel spending trends.
Webcast: Optimize Your Content Marketing to Facilitate the Buyer's JourneyAlinean, Inc.
Although research indicates a significant 26% of annual marketing budgets are allocated to content marketing, only 41% find that the efforts are effective.
Why the crisis in confidence and how can you insure that your content marketing investments are effective?
This webinar, conducted by Tom Pisello, the ROI Guy & Chairman/Founder of Alinean, will discuss the latest content marketing research and the significance it has on setting your budget, driving strategy and tactics and optimizing return on investment.
The document provides tips and best practices for creating effective presentations, including analyzing the audience, defining the problem, collecting relevant evidence, overcoming common myths, and storytelling techniques. It discusses audience analysis, problem definition, evidence collection, myth busting, slide design principles, and storytelling approaches. The overall goal is to help people interested in improving their presentation skills and ensuring their presentations facilitate real change and decision making.
The economic pressure is not letting up and 2011 will demand more of B2B marketers than ever before. How can you deliver what CEOs most want – quality leads - within tight timelines and even tighter budgets? Where should you place your priorities? How can you rapidly make an impact on your company’s revenue capacity, profit, and growth?
Connect and Engage Better with Provocation-based SellingAlinean, Inc.
Today's buyer has been forced to do-more-with-less, and has less time than ever before to uncover their issues, and explore solution options.
How can you sell to a prospect if they are unaware of the opportunity or priority of the issues you can address, and that indeed a remedy exists?
Webcast: Optimize Your Content Marketing to Facilitate the Buyer's JourneyAlinean, Inc.
Although research indicates a significant 26% of annual marketing budgets are allocated to content marketing, only 41% find that the efforts are effective.
Why the crisis in confidence and how can you insure that your content marketing investments are effective?
This webinar, conducted by Tom Pisello, the ROI Guy & Chairman/Founder of Alinean, will discuss the latest content marketing research and the significance it has on setting your budget, driving strategy and tactics and optimizing return on investment.
For marketing executives, content marketers and others responsible for developing content and marketing strategies, this webinar will help you answer the following questions:
How much are your peers spending and what strategies / tactics are they using?
How are the top-performers different, and what best practices are they using to drive better content marketing effectiveness?
What tools are available to help you easily benchmark your spending, measure effectiveness and drive a content marketing optimization roadmap?
At the end of the webinar you will be provided with:
Access to the original research reports,
A complimentary Content Marketing Optimization Assessment.
The document discusses how procurement must adapt to a changing business landscape driven by digitalization and new economic models. It outlines four key areas procurement must address: managing a more complex ecosystem involving a broader range of players; securing continuity to prevent disruptions; driving sustainability to meet economic, social, and environmental needs; and building the chief procurement officer of the future with new skills. The document provides examples and considerations for how procurement can rise to these challenges and play a more strategic role in organizations.
The document discusses strategic partnerships between marketing, admissions, and academic departments for new program development. It emphasizes the importance of collaboration between these groups throughout the entire new program development process, from initial idea generation through program launch and measurement of success. Key steps in the process include conducting market analysis to understand demand, developing the curriculum and budget, creating integrated marketing and recruitment plans, and establishing metrics to evaluate outcomes. Understanding market needs and avoiding common pitfalls like lack of differentiation or high competition are also emphasized.
The document discusses how companies can get the most from marketing automation. It provides statistics showing the benefits of lead nurturing and automation. It also highlights common pitfalls like poor data quality and lack of process. The document recommends focusing on data, content, and process to improve returns. It stresses having a plan, creating a learning culture, and continual review to establish better marketing automation experiences.
The document discusses reducing costs through automation, error control, and optimizing operations. It outlines challenges to cost reduction and industry trends showing opportunities in digital printing, variable data, and print outsourcing. The presentation proposes that the company can help assess needs, implement solutions, produce quality output, and continuously optimize processes to reduce costs over time.
Hiring to Win: Secrets to Sourcing and Selecting Top TalentHuman Capital Media
Savvy organizations know top talent is a critical driver of their ability to succeed. But at the same time, more and more top performing companies are concerned about talent shortages. They realize their ability to locate and land top talent will be a competitive differentiator in the years to come. What is your plan to win this war for talent?
Join Mollie Lombardi, research director for Aberdeen's human capital management practice, as she reveals findings from her 2011 study of talent acquisition strategies to help your company source, select and put to work the top talent that will power organizational results.
The document discusses the need for a solution to aggregate and analyze online product reviews in order to provide personalized and trustworthy recommendations that help reduce consumer indecision and returns. It outlines key features of the proposed solution and lessons learned from initial market research, including the importance of consensus and sharing non-technical user experiences. Next steps discussed include further market research and exploring options like algorithm licensing.
Introduction
The creation of successful products is essential for companies that want to grow or maintain a competitive advantage. Many organizations lack a clearly defined and understood product strategy.
We will discuss the importance of the AIPMM Product Management Framework (PMF) to define and implement a process to conceive, plan and market your company’s products at each stage of their life cycle. We will identify key activities to align business and product strategy with unmet customer needs to create value for your business.
We will describe the typical product life cycle from concept to launch and through product retirement. We will also discuss why growing organizations need to implement a formal product management process to support their product strategy.
Objectives
* Why do you need to define the right product strategy?
* What are the benefits of implementing a product planning process?
* What do you need to constantly create insanely great products?
Contact me at http:/linkd.in/hdelcastillo for more information regarding AIPMM membership or certification courses in your area.
Let me know how I can help you accelerate your career, or create and implement a product strategy and product planning process successfully to grow your business.
Youngilab is analyzing creating a smartphone application called CustomPhone to address the problem of customers not being able to easily provide feedback to businesses. The app would allow customers to express their feelings about a service with just 3 clicks on their phone and influence changes without confrontation. This would provide value to both customers, by giving them a voice, and businesses, by gaining important customer feedback and data to improve services. Market research shows the total available market for customer data solutions is $446 million globally with an estimated 20% annual growth rate, and the target market segment in Czech Republic and Slovakia is $5 million.
Make money with big data by organizing your company around your customers. I presented this deck at the Cybera Big Data #cybersummit 2012 in Banff, Canada. In it, I talk about customer loyalty, how to use driver and linkage analysis to sort out both what's important to your customers and what will drive sustainable revenue for your business. Case studies include a SaaS software company, and U.S. Hospital patient experience data based on HCAHPS patient surveys from 4,610 health care facilities nationwide.
Business Process Services: Redefining Business Process OutsourcingCognizant
Business process services (BPS) enables organizations across industry and functional silos to more effectively lash together the collective strengths of global talent, standardized processes and the latest technology to deliver continuous business impact.
This document discusses measuring the return on investment (ROI) of education marketing initiatives by universities and educational institutes. It highlights the importance of separating lead generation and student counseling processes, as both require different skills and have different economics. It notes that most online marketing contracts only incentivize vendors based on leads generated and clicks, without ensuring lead quality. The document then introduces the concept of "verified leads", where vendors would be paid per qualified lead rather than per click. This arrangement could achieve higher ROI through lower overall costs and higher conversion rates of quality leads to enrolled students. The white paper argues that a per-verified-lead payment model provides greater accountability for marketing vendors and lower risk for educational institutes.
In CSO Insights’ latest 2013 sales performance optimization survey results, sales decision makers across industries shared their top objectives for the next 12 months. Watch replay for this live webcast featuring CSO Insights CEO, Barry Trailer, and Tim Davey, VP of Sales at SAP, to gain insights on key trends, benchmarks and steps for greater sales success.
Replay:
http://sales.ondemand.com/events/7-key-plays-sales-performance-optimization/
This webinar discusses how to use webinars strategically as part of an integrated marketing program. It covers drawing webinar content from key business strategies, building webinars into broader marketing efforts, focusing on engaging content best practices, connecting webinar activity to lead generation and sales success, and working with IT to integrate webinar data into customer relationship management systems. The presenters are Moira Vetter, CEO of Modo Modo Agency, and Carol Godfrey, VP of Energy at Southwire Company.
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
The results have poured in from our 6th Annual State of Partnering research. This year’s study was the biggest and most comprehensive yet – with 98 global vendors and 250 solution provider participants.
This year’s study focused on several key partnering topics including enablement, cloud engagement models, field sales coverage and channel spending trends.
Webcast: Optimize Your Content Marketing to Facilitate the Buyer's JourneyAlinean, Inc.
Although research indicates a significant 26% of annual marketing budgets are allocated to content marketing, only 41% find that the efforts are effective.
Why the crisis in confidence and how can you insure that your content marketing investments are effective?
This webinar, conducted by Tom Pisello, the ROI Guy & Chairman/Founder of Alinean, will discuss the latest content marketing research and the significance it has on setting your budget, driving strategy and tactics and optimizing return on investment.
The document provides tips and best practices for creating effective presentations, including analyzing the audience, defining the problem, collecting relevant evidence, overcoming common myths, and storytelling techniques. It discusses audience analysis, problem definition, evidence collection, myth busting, slide design principles, and storytelling approaches. The overall goal is to help people interested in improving their presentation skills and ensuring their presentations facilitate real change and decision making.
The economic pressure is not letting up and 2011 will demand more of B2B marketers than ever before. How can you deliver what CEOs most want – quality leads - within tight timelines and even tighter budgets? Where should you place your priorities? How can you rapidly make an impact on your company’s revenue capacity, profit, and growth?
Connect and Engage Better with Provocation-based SellingAlinean, Inc.
Today's buyer has been forced to do-more-with-less, and has less time than ever before to uncover their issues, and explore solution options.
How can you sell to a prospect if they are unaware of the opportunity or priority of the issues you can address, and that indeed a remedy exists?
Webcast: Optimize Your Content Marketing to Facilitate the Buyer's JourneyAlinean, Inc.
Although research indicates a significant 26% of annual marketing budgets are allocated to content marketing, only 41% find that the efforts are effective.
Why the crisis in confidence and how can you insure that your content marketing investments are effective?
This webinar, conducted by Tom Pisello, the ROI Guy & Chairman/Founder of Alinean, will discuss the latest content marketing research and the significance it has on setting your budget, driving strategy and tactics and optimizing return on investment.
For marketing executives, content marketers and others responsible for developing content and marketing strategies, this webinar will help you answer the following questions:
How much are your peers spending and what strategies / tactics are they using?
How are the top-performers different, and what best practices are they using to drive better content marketing effectiveness?
What tools are available to help you easily benchmark your spending, measure effectiveness and drive a content marketing optimization roadmap?
At the end of the webinar you will be provided with:
Access to the original research reports,
A complimentary Content Marketing Optimization Assessment.
The document discusses how procurement must adapt to a changing business landscape driven by digitalization and new economic models. It outlines four key areas procurement must address: managing a more complex ecosystem involving a broader range of players; securing continuity to prevent disruptions; driving sustainability to meet economic, social, and environmental needs; and building the chief procurement officer of the future with new skills. The document provides examples and considerations for how procurement can rise to these challenges and play a more strategic role in organizations.
The document discusses strategic partnerships between marketing, admissions, and academic departments for new program development. It emphasizes the importance of collaboration between these groups throughout the entire new program development process, from initial idea generation through program launch and measurement of success. Key steps in the process include conducting market analysis to understand demand, developing the curriculum and budget, creating integrated marketing and recruitment plans, and establishing metrics to evaluate outcomes. Understanding market needs and avoiding common pitfalls like lack of differentiation or high competition are also emphasized.
The document discusses how companies can get the most from marketing automation. It provides statistics showing the benefits of lead nurturing and automation. It also highlights common pitfalls like poor data quality and lack of process. The document recommends focusing on data, content, and process to improve returns. It stresses having a plan, creating a learning culture, and continual review to establish better marketing automation experiences.
The document discusses comprehensive inbound marketing strategies used by Marketo to drive revenue success, including generating qualified leads through social media, content marketing, and lead scoring and nurturing programs that balance metrics like flow, conversion, and velocity. It provides examples of content types and formats that are effective for social media, as well as best practices for content development, promotion, and customizing content delivery based on prospects' stages in the buying process.
How to Fire Your Boss and Start Your Own Consulting BusinessBayCHI
This document provides advice on how to build a successful consulting practice by leaving your current job. It recommends focusing on marketing rather than sales, using speaking engagements as your main marketing strategy. It also suggests using metrics to track your progress, such as leads generated from speeches and placements per principal per month. Case studies are presented of how Product Development Consulting, Inc. implemented this approach to achieve growth and regular invitations from Fortune 500 companies.
October 20, 2010 Santa Clara University Leavey School of Business speaker slides for the Mktg 551 MBA course, presented for discussion with Professor Ravi Shanmugam's class.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
Empowering You to Empower Them: Why the Product Message Should Come From Prod...Aggregage
Join Jordan Bergtraum, Head of Product at Equip ID & Consultant, as he tells you why Product Management should create the initial Product message and how to create a compelling Product message!
The document summarizes a proposed 1-day ECM sales training course by AIIM. The course would teach sales reps and partners how to identify sales opportunities, engage customers by offering unique insights, and demonstrate value. The training would include industry research, exercises, and optional ongoing support like deal preparation and case studies. The goal is to help reps meet sales quotas by focusing on business problems rather than just products.
eDynamic is a digital consultancy that helps clients with marketing automation. Their services address skills gaps, process gaps, organizational readiness, and technical readiness in deploying and using a marketing automation platform. This includes developing strategies, designing campaigns, managing day-to-day operations, and implementing marketing automation technology. Their goal is to help clients acquire and engage customers through cutting-edge interactive solutions.
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife
As the second quarter hits, many B2B sales and marketing leaders are looking at their sales pipelines and starting to realize their year is in jeopardy. Worse, the executive team is starting to speculate where the issues lie.
It’s very likely that inadequate sales are a result of valuable time wasted on non-qualified prospects.
With 68% of companies stating they don’t have a defined Marketing-Sales funnel process and 61% sending every lead directly to sales*, it's no wonder that sales is struggling.
LeadLife and Matt Smith, strategic sales expert, and EVP for sales enablement consultants 3Forward present the four key actions you can take today to reduce these problems and turn your pipeline into profitability.
1) How to define your perfect prospect
2) Get sales and marketing working together to define a qualified lead
3) How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle
4) Why tracking lead behaviors and score based on interest can make your sales team more profitable
The document discusses a proposed solution called insideGOOD that would provide nonprofits with a complete system for managing feedback surveys. It notes that current options are inadequate and that nonprofits are missing valuable feedback data. InsideGOOD would offer monthly subscriptions for automated tools to design, distribute, analyze and act on survey results. It projects that as participation grows, the system will become smarter and provide more value to customers. Details include the business model, features, team, and projections for revenue and market penetration over three years.
Setting Your Clients Up for Success with Marketing Automation – Best PracticesBrainrider B2B Marketing
Setting Your Clients Up for Success with Marketing Automation – Best Practices - Created and Presented by Jeffrey Yee (Consultant at Eloqua) at #torontoB2B Marketers Meetup VI.
Challenging Your Prospects From "Do Nothing" to YesAlinean, Inc.
Tom Pisello is the CEO and founder of Alinean, which creates value-based interactive content marketing campaigns and diagnostic sales tools. He discussed how the status quo leads many prospects to do nothing, and how interactive tools can help challenge prospects from inaction to taking action. These tools provide personalized, quantitative and qualitative insights to justify changes by appealing to both the old brain through visuals and the new brain through logic. They aim to move prospects from simply researching options to actually winning business by providing third party proof points and helping prospects overcome barriers to making decisions.
This document summarizes a presentation by Ardath Albee on demand generation strategies. Albee is a marketing strategist and author who believes buyer personas are key to content strategies. The presentation discusses how attention has evolved from cursory to intentional, and how content should match what buyers want, including content structured by business role. It also emphasizes the importance of consistency across channels to help prospects connect information. Engagement data can inform program design, and consistency involves pre-event, event, and post-event activities around triggers for education, expertise and evidence.
This document discusses how to prove value to frugal buyers in today's market. It notes that buyers are more risk averse, overloaded, and need personalized insights that illustrate the cost of doing nothing and benefits of change. The document promotes using value marketing tools that quantify competitive advantage and the ROI of solutions to illuminate compelling issues and justify change for skeptical buyers.
Software Exec Summit Social Business Deck 72011pchandor
(1) Social business connects people within organizations and externally to drive collaboration, innovation and business results.
(2) Implementing social business solutions can provide measurable benefits including increased revenues through faster responses to market needs, reduced product development times through improved access to expertise, and lower communication costs.
(3) IBM has successfully transformed into a social business itself, realizing cost savings and productivity gains through the implementation of social collaboration tools for its 400,000 employees worldwide.
Challenging your prospects from do nothing to yesAlinean, Inc.
Buyers have fundamentally and permanently changed, and as a result, it's harder to connect and engage, sales cycles are lengthening, and worse, a large portion of your sales pipeline is stuck at status quo.
Research shows that the same old sales and marketing techniques aren't effective at breaking the status quo and get buyers from "Do Nothing" to Yes.
Do you have the new tools and techniques needed to:
Break the status-quo and get buyers to actually connect and engage?
Get from "Do Nothing" to Yes?
This informative presentation by Tom Pisello, Alinean's founder and the ROI Guy, is transformative, specifically designed for marketers and sales enablement professionals to arm you with the insight and best practices to Fight Frugalnomics, break the status quo, and drive superior sales and marketing performance in 2012.
The document outlines 7 digital marketing priorities for B2B companies in 2013: 1) Develop a digital strategy, 2) Establish an effective website, 3) Improve search engine visibility, 4) Drive inbound interest through content marketing, 5) Leverage social media platforms like LinkedIn and Twitter, 6) Optimize landing pages and conversion rates, and 7) Use analytics to measure performance. The presentation provides guidance on implementing tactics for each priority, and emphasizes developing a strategic, thoughtful approach to digital marketing rather than being reactive. Measurement of marketing ROI is key to justify investments and refine strategies.
Gamification involves applying game mechanics to non-game contexts to drive user behavior. The document discusses key game mechanics like points, badges, leaderboards, and missions that can be used to motivate behaviors. It also outlines a process for applying gamification that involves determining business goals, key behaviors to achieve those goals, examining the context around those behaviors, and then applying the right feedback loops and game mechanics. An example of using this process to address lack of student engagement in online education is provided.
Similar to Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation (20)
11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...Pardot
This document repeats the phrase "Illustrated with Cheesy Stock Photos" multiple times without providing any other context or information. It consists solely of the same line being repeated with no variation in content.
Ten Must-Know Marketing Automation Stats InfographicPardot
How often do you stumble across a compelling industry statistic only to discover it’s from 2010? Yikes — your boss is never going to buy into your presentation on marketing automation when the basis of your argument hinges on a stat that’s over five years old.
Well, it’s not your fault that those deceptively old stats keep popping up every time you do a search for “marketing automation.” The internet is littered with them — and unfortunately, as more and more benchmark studies are released every year, it becomes that much harder to find the relevant information you’re looking for.
To help you out, we’ve sorted through some of the most recent statistics from industry analysts and compiled them into the infographic below. Check it out to see how top-performing companies are leveraging marketing automation to boost sales, increase engagement with their marketing campaigns, and improve the quality of their leads.
The marketing technology landscape is at war. Can a single tool unite the kingdom, provide the personal attention your subjects are craving, and defeat the white walkers...er, your competitors?
Nearly 80% of B2B marketers aren’t satisfied with their current levels of customer conversions. (CMO Council) If you find yourself in this group, we’ve got just the thing for you. We’ve rounded up five of our favorite examples of B2B landing pages. Not only are these landing pages visually appealing, they follow landing page best practices that are proven to boost conversion rates.
Examples come from the great marketing minds at Wistia, Cater2me, Emma, Wayfair, and Rapt Media.
For more landing page best practices that can help you make the most of your lead generation efforts, check out our free white paper '8 Ways to Double B2B Conversions':
http://prd.to/1BKepG1
This infographic helps answer common questions about the kinds of returns companies are seeing on their marketing automation investment. Take a look to see some recent statistics from industry analysts, as well as a quick overview of some of the main features and benefits of an automation tool.
The Little Engine That Could: How the Salesforce Foundation Markets with PardotPardot
Whether you’re a marketing team of one or many, top priority is customer engagement at the right time, driving interest, and marketing relevant content. The Salesforce.com Foundation customer base has been growing at record speed for the past year, and with only a handful of marketers, we needed a way to keep up. Enter Pardot marketing automation - our tool for success. Join us to hear our journey and learn how Pardot has transformed our marketing, communications, and outreach from manual processes to sophisticated profiling and segmentation. We'll examine what it took to get it up and running and how we can now be more responsive to our customers' interests with content marketing. Leave knowing that the small and mighty marketer can get the job done too!
The document discusses the "Golden Rule of Lead Nurturing" which is to treat prospects the way you would want to be treated. It recommends making content relevant, personal, and easy to digest for prospects based on what stage of the buying cycle they are in. The stages discussed are when the need is unidentified, the need is identified but not believable yet, and when the need is believable and the sales cycle is shortest. The document also discusses making the subject line, content length, and calls-to-action personal for each prospect.
The Dynamic Duo: Marketing Automation and Your CRMPardot
This document discusses how segmentation and dynamic content can improve 1:1 marketing. It provides examples of how to segment lists based on interests, stage in the sales cycle, profile details, and location. Dynamic lists and static lists are introduced as tools to automatically add and remove prospects. The benefits of personalization, like improved click-through and conversion rates, are highlighted. An example shows how dynamic lists and content can automate a referral program. Best practices like testing, data quality, and prioritizing quality over quantity are recommended.
Teach For America recruits and trains teachers to commit two years teaching in high-needs urban and rural schools. They implemented Pardot for marketing automation to better engage prospects along their recruitment funnel from subscribing to applying to teaching. Their implementation required customizing to their unique Salesforce configuration. Successful campaigns using Pardot helped acquire 50,000 new emails. Lessons included dedicating resources, changing mindsets, governing data quality, and ongoing training.
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...Pardot
This document discusses Pronq, an experiment within HP Software, and its use of marketing automation with Pardot and Salesforce. It describes Pronq's goal of quick time to market and easy buying experiences for customers. It also summarizes the challenges of integrating lead data between Pardot and multiple Salesforce instances due to HP's large existing systems. To address this, Pronq implemented a manual process using offshore support to drop leads between systems. It then describes how a technical solution was developed using the Pardot connector and Apex triggers in Salesforce to automate and synchronize lead data between the systems.
This document provides an overview of Precor's experience using Pardot and Salesforce over 3 years to build out their marketing automation processes. It describes how they focused on foundations like visualizing buyer journeys, building asset maps and gap analyses. It also provides a sample plan for behavioral marketing automations, outlining how they segmented contacts and designed "if-then" automations based on profile, score, behaviors and more.
Pardot + Data.com: Deliver Personalized Marketing at ScalePardot
This document discusses how Pardot and Data.com can be used together to deliver personalized marketing at scale. It provides two scenarios of how enriched lead data from Data.com can be used in Pardot to improve marketing processes. Specifically, inbound leads can be enriched then automatically routed to targeted marketing campaigns or fast-tracked to assigned account executives for strategic accounts. Case studies show how companies have improved lead generation and sales cycles by using Pardot and Data.com together.
Overcoming the Top 3 SMB Challenges with Marketing AutomationPardot
This document discusses how small and medium businesses can overcome challenges with marketing automation. It summarizes that SMBs face issues with having limited resources but more work, relying on gut feelings rather than data, and struggling to generate enough leads and fill their sales pipelines. The document then presents how marketing automation can help SMBs address these challenges by freeing up marketer's time from routine tasks, providing data and insights to make better decisions, and powering lead generation and sales processes to produce more leads and fill the pipeline. Examples are given of how specific automation strategies and tactics helped various companies achieve these goals.
Make the Most of Your Salesforce + Pardot IntegrationPardot
The document discusses how to maximize the integration between Pardot and Salesforce for marketing automation. It provides an overview of advanced field mapping to consolidate and selectively sync data between the systems. Additionally, it explores how to automate processes and empower Salesforce users with features to send leads to lists and campaigns in Pardot directly from within Salesforce. The document aims to answer questions about customizing the integration to accommodate unique sales and marketing workflows.
Love at First Click: Alluring Lead Generation Tactics to Pack Your PipelinePardot
This document discusses tactics for optimizing the lead generation process using Pardot. It recommends being appealing by offering valuable content to entice prospects, being available by optimizing content for search engine visibility, and being smooth by crafting an optimized conversion process from forms to landing pages to thank you pages to increase commitment. Pardot can help by tracking content downloads, video views, paid search campaigns, and analyzing results to continually improve efforts at each stage of the lead generation funnel.
Go Beyond the Sync: Elevate Your Salesforce + Pardot CampaignsPardot
Your biggest marketing campaign of the season is rapidly approaching, and it needs to run like a well-oiled machine. With Pardot and Salesforce, you’ve got the right tools; but how do you utilize both platforms to ensure you effectively deploy and track campaign success? Join us as we dive into how you can make Pardot and Salesforce work in harmony, increasing your marketing capabilities, and turning prospects into deals.
2. Marketing Automation and BtoB Marketers
Majority of B2B Markets Average lead generation ROI
are not using automation yet by use of marketing automation
163% Increase in
lead generation
ROI
Source: 2012 MarketingSherpa B2B Marketing Benchmark survey
3. The somewhat painful reality
“Only 15% of B2B marketers say they
have their marketing automation
system optimally deployed” – Sirius Decisions
“25% of marketers claim their
marketing automation system has not
delivered the results they expected”
5. Your data – How good is it?
What Jigsaw found
90% 74% 21% 7%
Incomplete Need Updates Dead Duplicate
“Lack of quality customer data is one of the top causes of
CRM failure” -- Gartner
Source: Best Practices for Keeping Your Data Clean - Salesforce
6. How to practice data hygiene
1. Build a plan
2. Agree on standardization
3. Invite everyone to participate
4. Be ruthless
7. Your data – How real is it?
Total Prospects = 25,640
8. Your data – How real is it?
Total Prospects = 2,070
9. Your data – How deep is it?
Everyone’s solution promises the same thing
• Make me money, Save me money,
Make my life easier
Prospects are in control and you need to
target to their exact needs and timing
• Up to 75% of buyers reach a decision
on what to buy before talking to Sales
• 30% reach the decision before the
“official” sales process begins
Given the point above…if Sales
doesn’t, who does? Marketing must
make up the difference.
10. Completed buyer persona map
“I have 3 concerns when I sit down at my desk: ‘what’s
our cash flow?’ ‘what is revenue/customer?’ and ‘how
efficient is our plant running?’”
Brad the CFO
Age: 45
Education: Bachelor’s (Finance) with most likely an MBA
About Brad Goals Words-phrases Objections
• Reports to CEO • Efficiency that resonate • Cost too much
• Has financial responsibility for firm • Less expenses • ROI • Burdensome
• Spends too much time on compliance/ • Proven ROI • Proven implementa-
risk mitigation/SOX • Better • Financially tion
• Must see fast ROI financial stable
ratios • Integrated
CFO Message Influencers Proof Points
• “Our plant solutions can bring • Peers • Avg.20%
immediate ROI through reduced • Case studies decrease in
inventory.” with ROI inventory
• “We enhance compliance through • Current • 30% less
advanced reporting.” clients waste
• Analyst firms
12. Using Pardot to really get to know your prospects
Please fill out the form fields below:
Name Traditional Profile
Phone, email address
Job title
+
Functional Role
Company size, location, industry, make up, etc.
Company reporting structure
Likes/dislikes
Business Priorities New Reality
Background/education
Business obstacles
Risk taker/risk adverse
Length of time with company
Customer lifecycle stage
Buying process
Success Factors
Decision Criteria
15. Buy cycle integrated
Now that we know who they are, it’s time to determine
where they are in the buy cycle:
Awareness: Window shopping.
Discovery: Browsing.
Validation: Comparing.
12
16. Call-to-Action / Content requirements
To be effective, content must
be:
• Relevant
• Varied
Emails with a mix of Product comparisons,
• Personal industry and product info price info, offers
• Fresh
Industry white papers, Case studies, Post-sales communication,
educational material other validation info user newsletter
13
17. Content preferences
Content type utilized during business
search
Podcast
Presentation
Infographic
Video
E-book
Blog post
Case study
Webinar
White paper
0% 20% 40% 60% 80% 100%
Source: DemandGen Report, Content Preference Survey
21. Borrow expertise
Partner with an analyst, run a webinar,
highlight in a collateral piece
16
22. Curate for credit
Content Curation - is a term that describes the act of
finding, grouping, organizing or sharing the best and most
relevant content on a specific issue.
– Courtesy of Rohit Bhargava, Influential
Marketing blog
Five Curation Models:
1. Aggregation – “Top five tips for success”
2. Distillation – shorten and simplify
3. Elevation – spot trends from other material
4. Mashup – pulling together items to create new POV
5. Chronology – Pulling together timeline to show trends
17
23. Put it all into action
Well-mapped content can feed highly effective drip marketing programs
Industry Industry Industry Industry Industry
Awareness White Paper
Response
Webinar
Response
White Paper
Response
Webinar
Response
Podcast
Response
N N N N
Y Y Y Y
Technical Product Technical
Discovery Response Response Response Return to Pool
White Paper Case Study White Paper
N N N
Y Y Y
Vendor Product Product
Validation Video
Response
Datasheet
Response
Case Study
Response
N N N
Y Y Y
Offer/
Sales
19
26. Why process?
64% of CMOs lack a formal process for managing
marketing automation. – Annuitas Group
Only 33% of execs using both marketing
automation and CRM systems say they integrate
well – Experts Bench
66% of Marketing execs claim “Fixing broken
processes” is a major challenge to effective
automation implementation -- Gleanster survey
27. Process tips
Establish a plan with milestones
Evaluate personal metrics
Don’t overlook basics
Be realistic
Do not implement in a vacuum
Create a learning culture
Always be testing
Implement change
Don’t fear failure
Make review a part of the process
Be relentless
Invite all stakeholders
28. Arketi Lead Nurture Healthcheck
Overall lead nurture goal
Define the objectives identified at the start of the lead nurturing/automation
initiative
Last Quarter Goal Review
Review the 2 or 3 specific goals that were established for the previous
quarter and identify performance against expectations
Next Quarter Goals
Identify 2 or 3 goals for next quarter and the metrics that will determine
their success
Campaign effectiveness
For each campaign conducted during the quarter, report on all key metrics
Lead workflow
Review existing lead workflow, Sales handoff threshold and return to
marketing points
29. Arketi Lead Nurture Healthcheck
Lead scoring model
Review and adjust as necessary
Content Development
Review content creation/curation strategy
Website Activity
Review overall web traffic and identify correlation with lead nurture activities
Thematics/Message
Review marketing campaign messages and proof points against system
results from past quarter
Calls to Action
Review relevance and effectiveness of offers used in emails and drip
programs
30. Arketi Lead Nurture Healthcheck
Prospect Database
Review and adjust total prospect database
System Maintenance
Review Automation tool to streamline and ensure proper functionality
Next Quarter Campaigns
Review ongoing campaigns for viability and needed changes
New Outreach Campaigns
Identify new Marketing campaigns/initiatives