1. The document outlines 10 milestones for moving from email marketing to marketing automation, including planning across the organization, CRM integration, marketing and sales alignment, content personalization, lead handoff to sales, and tracking costs.
2. It emphasizes the importance of aligning marketing and sales, setting realistic goals, prioritizing behaviors over demographics, and proving marketing's connection to revenue through metrics.
3. Key steps include defining lead stages and scoring criteria jointly with sales, establishing separate pathways for prospects and customers, using data segmentation judiciously, and making marketing automation efforts visible to stakeholders.
All-In ABM: The Evolution of an Agile Account-Based StrategyDemandbase
You can’t become an expert in anything overnight, and ABM is no exception.
To be successful, an ABM strategy must be tested and optimized to reach its full potential. It takes trial and error to strike a balance between what buyers need and your goals as a marketer. Learn how LookBookHQ went from basic ABM to an all-in account-based selling and marketing strategy by testing, iterating, and refining their approach over time.
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
Heidi Bullock Chief Marketing Officer Engagio From Prospect to Customer: Maxi...Demandbase
Everyone is talking about ABM. However, some big myths could be holding you back from seeing success. First, ABM doesn’t have to be a massive undertaking. In fact, you can get up and running quickly. Second, ABM isn’t just for top of funnel. It spans all stages of the Customer Journey, including post- sale. In this session, Heidi Bullock will share real-world examples and proven ABM secrets to land and expand target accounts at scale.
1) The document discusses Demandbase's Conversion Solution which provides sales teams with insights from Demandbase's ABM platform to improve their prospecting efforts.
2) It demonstrates how the Conversion Solution provides insights on website engagement and account news that sales teams can use to personalize their outreach.
3) A case study of how Demandbase's own sales development team uses the Conversion Solution is presented, showing how insights allow them to prioritize accounts and find the right contacts to engage with.
The document discusses Account-Based Marketing (ABM) best practices. It recommends segmenting accounts into stages based on engagement and intent using an Opportunity-Based Marketing (OBM) framework. This helps align marketing and sales objectives and metrics to each stage in the buying process. It also stresses the importance of understanding key personas at target accounts, crafting personalized narratives for each, and selecting appropriate tactics at each stage, from awareness campaigns to 1:1 sales outreach. Finally, it addresses how to evaluate technology solutions, select target accounts, develop relevant content, and establish goals to measure ABM success.
How to Measure ABM from Start to Success | EngagioEngagio
Even though there is a ton of interest in running ABM campaigns, there are still obstacles that can hinder performance. In addition to account selection and messaging, the biggest obstacle is often accurate campaign measurement. It's important to remember that without effective measurement set up at campaign deployment, true business impact will be nearly impossible to understand.
We cover:
-How to calculate the ROI an ABM campaign can give your specific company
-How to effectively adjust your ABM campaigns on the fly
-The attribution models most effective at measuring ABM success
and more!
Download the new ebook "How to Measure ABM from Start to Success" at engagio.com/measure-abm
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
ABM Grand Slam #5: How to Hit a Home Run with Account-Based InteractionsEngagio
This document provides an overview of an upcoming webinar on account-based marketing interactions. The webinar will cover why ABM is effective, how to activate an ABM strategy, using account-based ads, a multi-channel ABM approach, and real examples. It also shares tips on activating an ABM strategy including setting goals, identifying target accounts, and starting with simple programs. Finally, it provides two examples of ABM approaches - one for a quick win and one for long term growth.
The document provides an overview of account based everything and its benefits. It discusses how account based everything coordinates personalized marketing, sales development, sales and customer success efforts to drive engagement and conversion among targeted accounts. This involves orchestrating intelligence-driven programs and campaigns across functions, as well as providing valuable and personalized buyer experiences through coordinated high-effort outreach.
All-In ABM: The Evolution of an Agile Account-Based StrategyDemandbase
You can’t become an expert in anything overnight, and ABM is no exception.
To be successful, an ABM strategy must be tested and optimized to reach its full potential. It takes trial and error to strike a balance between what buyers need and your goals as a marketer. Learn how LookBookHQ went from basic ABM to an all-in account-based selling and marketing strategy by testing, iterating, and refining their approach over time.
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
Heidi Bullock Chief Marketing Officer Engagio From Prospect to Customer: Maxi...Demandbase
Everyone is talking about ABM. However, some big myths could be holding you back from seeing success. First, ABM doesn’t have to be a massive undertaking. In fact, you can get up and running quickly. Second, ABM isn’t just for top of funnel. It spans all stages of the Customer Journey, including post- sale. In this session, Heidi Bullock will share real-world examples and proven ABM secrets to land and expand target accounts at scale.
1) The document discusses Demandbase's Conversion Solution which provides sales teams with insights from Demandbase's ABM platform to improve their prospecting efforts.
2) It demonstrates how the Conversion Solution provides insights on website engagement and account news that sales teams can use to personalize their outreach.
3) A case study of how Demandbase's own sales development team uses the Conversion Solution is presented, showing how insights allow them to prioritize accounts and find the right contacts to engage with.
The document discusses Account-Based Marketing (ABM) best practices. It recommends segmenting accounts into stages based on engagement and intent using an Opportunity-Based Marketing (OBM) framework. This helps align marketing and sales objectives and metrics to each stage in the buying process. It also stresses the importance of understanding key personas at target accounts, crafting personalized narratives for each, and selecting appropriate tactics at each stage, from awareness campaigns to 1:1 sales outreach. Finally, it addresses how to evaluate technology solutions, select target accounts, develop relevant content, and establish goals to measure ABM success.
How to Measure ABM from Start to Success | EngagioEngagio
Even though there is a ton of interest in running ABM campaigns, there are still obstacles that can hinder performance. In addition to account selection and messaging, the biggest obstacle is often accurate campaign measurement. It's important to remember that without effective measurement set up at campaign deployment, true business impact will be nearly impossible to understand.
We cover:
-How to calculate the ROI an ABM campaign can give your specific company
-How to effectively adjust your ABM campaigns on the fly
-The attribution models most effective at measuring ABM success
and more!
Download the new ebook "How to Measure ABM from Start to Success" at engagio.com/measure-abm
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
ABM Grand Slam #5: How to Hit a Home Run with Account-Based InteractionsEngagio
This document provides an overview of an upcoming webinar on account-based marketing interactions. The webinar will cover why ABM is effective, how to activate an ABM strategy, using account-based ads, a multi-channel ABM approach, and real examples. It also shares tips on activating an ABM strategy including setting goals, identifying target accounts, and starting with simple programs. Finally, it provides two examples of ABM approaches - one for a quick win and one for long term growth.
The document provides an overview of account based everything and its benefits. It discusses how account based everything coordinates personalized marketing, sales development, sales and customer success efforts to drive engagement and conversion among targeted accounts. This involves orchestrating intelligence-driven programs and campaigns across functions, as well as providing valuable and personalized buyer experiences through coordinated high-effort outreach.
1. The document outlines 5 stages of sales management: motivate, execute, coach, align, and manage actions that lead to results.
2. At the initial stage, managers watch sales numbers and use incentives like contests to motivate reps.
3. At later stages, managers implement disciplined sales processes, provide consistent coaching, and align metrics from executives to reps to manage performance in real time using data.
The Next-Generation Sales Development TeamTeleverde
Inside View along with Televerde built a next-generation sales development team utilizing the latest marketing technology. This case study was presented at Sirius Decisions 2019 in Austin.
From Prospect to Customer: Maximize Lifetime Value with Account Based MarketingEngagio
The document discusses account-based marketing (ABM) strategies for maximizing customer lifetime value. It recommends focusing on engaging the right types of accounts through the entire customer journey, rather than solely focusing on acquisition. It provides tips for defining target account segments and buyer personas, designing customized ABM programs, and measuring ABM efforts through various key performance indicators like coverage, awareness, engagement, and impact on sales outcomes. The goal is to engage customers in a personal and relevant way at each stage to drive ongoing value and growth.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
This document discusses using account-based strategies to unite sales and marketing. It begins by noting the long-standing challenges in aligning these teams. Account-based marketing (ABM) can act as a forcing function to drive alignment by focusing teams on specific accounts. Success is measured through metrics like opportunities, relationships, pipeline, and deals within targeted accounts. The document outlines various ABM models and provides examples of engagement strategies and activities across teams. It emphasizes the importance of data, defining customer profiles, and orchestrating a consistent plan with clear metrics to work towards alignment and dominance in the market.
Account Engagement Essentials - Back to Marketing SchoolRollWorks
Watch the full webinar on-demand here: https://www.rollworks.com/resources/webinar/account-engagement-essentials/
In this class, we’ll show you how to measure, track, and take action on your engagement metrics so that you can evaluate how marketing is affecting sales across the whole buyer journey.
You’ll learn:
How to move from lead-centric to account-centric marketing
How to properly track the engagement of your target accounts across the entire funnel
How to deliver account insights to your sales team that they’ll actually use
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customers’ lifecycle
Aligned to Achieve: How to Unite Your Teams into a Single Force for GrowthInsideView
Marketing and Sales teams are frustrated with each other. Aligning these two teams is an age-old problem, but companies must get their collective act together in order to survive today's evolved buyer-centric market.
Originally presented at Marketing Nation Summit 2017, this session is based on original research, content, and contributions from "Aligned to Achieve", a groundbreaking new book. The authors will discuss highlights of the book and give tips on how and why to get aligned. Want to know what misalignment is really costing you? Need practical advice on how to go after the problem? We’ll discuss real-world actions for improving your culture, processes, and technology, and you’ll learn the financial and strategic impact of getting alignment right.
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
Account Based Marketing Project ProposalElliott Lowe
The document proposes an account-based marketing (ABM) framework and pilot program. It defines ABM, outlines the value it provides, and analyzes competitors' approaches. Input from sales and business units is presented. Metrics and a case study are used to recommend selecting 20 priority accounts per area for tailored marketing, with proposed tactics, measurement criteria, and considerations around budget allocation and sales alignment. Next steps include further planning the pilot program.
From Pilot to Pipeline: How BlackLine Got Buy-in, Results and Budget with ABMDemandbase
After attending the ABM Innovation Summit in 2016, BlackLine was ready to put ABM to the test, but still had to gain executive buy-in and, most of all, budget. In this session, Brandee Sanders will show you how her team aligned marketing with sales and executive teams, operationalized ABM and demonstrated results that helped secure the budget needed to launch a broader ABM strategy.
An Inside Sales Team webinar with Jon Miller and Craig Rosenberg.
Jon, Founder and CEO of Engagio, and Craig, Chief Analyst and Co-Founder of Topo, discussed how to successfully plan and implement an Account-Based Marketing program. During this webinar Miller and Rosenberg covered the following topics:
* What is Account-Based Marketing (ABM)
* 3 Step Model of ABM
* Metrics for ABM
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
B2B Sales & Marketing Trends for the Modern OrganizationSkaledConsultuing
Skaled sales & marketing consulting firm believes in reaching the buyer that exists today - not the one from ten years ago. Follow along as we explain how the landscape has changed in the B2B space and now to navigate it today through outreach, technology, people, and roles.
My Puget Sound AMA Slides on B2B Customer Acquisition StrategiesBrian Hansford
The Puget Sound AMA invited me to present ideas on B2B customer acquisition and demand generation. Paul Judy, Avalara's VP of Customer Marketing presented B2B customer marketing concepts.
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...ITSMA
ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014.
Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results?
This survey report provides detailed data on the most current status of:
ABM adoption stages
Primary ABM objectives and achievements
Key benefits of ABM for sales and customers
Size and growth of the ABM budget
Measuring ABM results
ABM best practices
In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum.
Methodology
Web-Based Survey
Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies
88 primarily marketers at B2B technology and business services companies completed the survey
ITSMA Analyzed the Data Three Ways
Stage of ABM Adoption
Standardizing & Scaling ABM
Planning, Piloting, & Building ABM
Size of Company (annual revenue)
Less than $500M
$500M–$9.9B
$10B or More
Company Type
Sells products & services
Primarily services
This document outlines 9 steps for developing a successful marketing technology strategy:
1. Begin with a marketing and demand generation strategy that aligns technology with revenue goals
2. Evaluate organizational readiness to implement and utilize new technologies
3. Assess current marketing technologies and how they are used
4. Map gaps between current and needed capabilities and prioritize objectives
5. Develop a data management strategy and data model to integrate technologies
6. Consider tools that provide artificial intelligence, machine learning, and predictive analytics
7. Plan strategic infrastructure and integrations between technologies
8. Prioritize analytics, performance management, and attribution to measure results
9. Ongoing management is required to operate technologies and business processes effectively
We had a great time hosting our Sales Segmentation Bootcamp for all of our local sales professionals.
This event was curated as per the request from the previous attendees and entrepreneurs from the FoxBound Event.
Slides presented during the session will be helpful if you're setting up the sales process, building the sales teams from scratch or revamping the existing Sales process for the B2B use case.
https://www.foxbound.io/ #sales #segmentation
ABM that does not overwhelm: How to do it in HubSpot
Account-Based Marketing gets a lot of hype... but is it right for you? How can you design a small-scale test without much investment to determine if it is a fit for your organization? Join us for the May HUG to find out.
Align Sales & Marketing with Sales Enablement [SiriusDecisions Summit 2017]InsideView
The document discusses how sales and marketing can align through sales enablement. It outlines how sales has changed with the rise of consultative selling and how 43% of sales reps don't make quota. Sales enablement bridges strategy and execution but requires diverse skills. The company implemented a sales enablement platform called Highspot to solve their content challenges like having content in multiple places and sales not knowing what was available. They conducted a content audit and mapped content to sales stages in their CRM. After launching Highspot, they saw adoption rates increase and qualitative benefits like less requests to marketing and a feedback loop to improve content. They discuss next steps like measuring content and pitch engagement.
The State of ABM: Driving the Highest ROI of Any B2B Strategy | EngagioEngagio
The document discusses the state of Account-Based Marketing (ABM) and provides guidance on building an effective ABM strategy. It summarizes that ABM delivers the highest ROI of any B2B marketing strategy. It then provides recommendations on how to build an ABM foundation by mapping leads to accounts, prioritizing accounts, and measuring engagement. The document also suggests evolving ABM tactics by making them more personalized and tracking account journeys. It emphasizes starting with a small pilot program to test and optimize the approach before a full rollout.
1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams.
2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement.
3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales
GHV Webinar - VC Perspectives on Business Metrics for Series AGHV Accelerator
What are the key Business Metrics VC’s look at? Why are these Key Metrics vital for a Venture?
How to Optimize these Metrics?
Join GHV Accelerator’s MENTORS Mukul Singhal (SAIF Partners) and
Prajakt Raut (Entrepreneur Evangelist), over our 4th webinar
1. The document outlines 5 stages of sales management: motivate, execute, coach, align, and manage actions that lead to results.
2. At the initial stage, managers watch sales numbers and use incentives like contests to motivate reps.
3. At later stages, managers implement disciplined sales processes, provide consistent coaching, and align metrics from executives to reps to manage performance in real time using data.
The Next-Generation Sales Development TeamTeleverde
Inside View along with Televerde built a next-generation sales development team utilizing the latest marketing technology. This case study was presented at Sirius Decisions 2019 in Austin.
From Prospect to Customer: Maximize Lifetime Value with Account Based MarketingEngagio
The document discusses account-based marketing (ABM) strategies for maximizing customer lifetime value. It recommends focusing on engaging the right types of accounts through the entire customer journey, rather than solely focusing on acquisition. It provides tips for defining target account segments and buyer personas, designing customized ABM programs, and measuring ABM efforts through various key performance indicators like coverage, awareness, engagement, and impact on sales outcomes. The goal is to engage customers in a personal and relevant way at each stage to drive ongoing value and growth.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
This document discusses using account-based strategies to unite sales and marketing. It begins by noting the long-standing challenges in aligning these teams. Account-based marketing (ABM) can act as a forcing function to drive alignment by focusing teams on specific accounts. Success is measured through metrics like opportunities, relationships, pipeline, and deals within targeted accounts. The document outlines various ABM models and provides examples of engagement strategies and activities across teams. It emphasizes the importance of data, defining customer profiles, and orchestrating a consistent plan with clear metrics to work towards alignment and dominance in the market.
Account Engagement Essentials - Back to Marketing SchoolRollWorks
Watch the full webinar on-demand here: https://www.rollworks.com/resources/webinar/account-engagement-essentials/
In this class, we’ll show you how to measure, track, and take action on your engagement metrics so that you can evaluate how marketing is affecting sales across the whole buyer journey.
You’ll learn:
How to move from lead-centric to account-centric marketing
How to properly track the engagement of your target accounts across the entire funnel
How to deliver account insights to your sales team that they’ll actually use
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customers’ lifecycle
Aligned to Achieve: How to Unite Your Teams into a Single Force for GrowthInsideView
Marketing and Sales teams are frustrated with each other. Aligning these two teams is an age-old problem, but companies must get their collective act together in order to survive today's evolved buyer-centric market.
Originally presented at Marketing Nation Summit 2017, this session is based on original research, content, and contributions from "Aligned to Achieve", a groundbreaking new book. The authors will discuss highlights of the book and give tips on how and why to get aligned. Want to know what misalignment is really costing you? Need practical advice on how to go after the problem? We’ll discuss real-world actions for improving your culture, processes, and technology, and you’ll learn the financial and strategic impact of getting alignment right.
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
Account Based Marketing Project ProposalElliott Lowe
The document proposes an account-based marketing (ABM) framework and pilot program. It defines ABM, outlines the value it provides, and analyzes competitors' approaches. Input from sales and business units is presented. Metrics and a case study are used to recommend selecting 20 priority accounts per area for tailored marketing, with proposed tactics, measurement criteria, and considerations around budget allocation and sales alignment. Next steps include further planning the pilot program.
From Pilot to Pipeline: How BlackLine Got Buy-in, Results and Budget with ABMDemandbase
After attending the ABM Innovation Summit in 2016, BlackLine was ready to put ABM to the test, but still had to gain executive buy-in and, most of all, budget. In this session, Brandee Sanders will show you how her team aligned marketing with sales and executive teams, operationalized ABM and demonstrated results that helped secure the budget needed to launch a broader ABM strategy.
An Inside Sales Team webinar with Jon Miller and Craig Rosenberg.
Jon, Founder and CEO of Engagio, and Craig, Chief Analyst and Co-Founder of Topo, discussed how to successfully plan and implement an Account-Based Marketing program. During this webinar Miller and Rosenberg covered the following topics:
* What is Account-Based Marketing (ABM)
* 3 Step Model of ABM
* Metrics for ABM
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
B2B Sales & Marketing Trends for the Modern OrganizationSkaledConsultuing
Skaled sales & marketing consulting firm believes in reaching the buyer that exists today - not the one from ten years ago. Follow along as we explain how the landscape has changed in the B2B space and now to navigate it today through outreach, technology, people, and roles.
My Puget Sound AMA Slides on B2B Customer Acquisition StrategiesBrian Hansford
The Puget Sound AMA invited me to present ideas on B2B customer acquisition and demand generation. Paul Judy, Avalara's VP of Customer Marketing presented B2B customer marketing concepts.
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...ITSMA
ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014.
Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results?
This survey report provides detailed data on the most current status of:
ABM adoption stages
Primary ABM objectives and achievements
Key benefits of ABM for sales and customers
Size and growth of the ABM budget
Measuring ABM results
ABM best practices
In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum.
Methodology
Web-Based Survey
Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies
88 primarily marketers at B2B technology and business services companies completed the survey
ITSMA Analyzed the Data Three Ways
Stage of ABM Adoption
Standardizing & Scaling ABM
Planning, Piloting, & Building ABM
Size of Company (annual revenue)
Less than $500M
$500M–$9.9B
$10B or More
Company Type
Sells products & services
Primarily services
This document outlines 9 steps for developing a successful marketing technology strategy:
1. Begin with a marketing and demand generation strategy that aligns technology with revenue goals
2. Evaluate organizational readiness to implement and utilize new technologies
3. Assess current marketing technologies and how they are used
4. Map gaps between current and needed capabilities and prioritize objectives
5. Develop a data management strategy and data model to integrate technologies
6. Consider tools that provide artificial intelligence, machine learning, and predictive analytics
7. Plan strategic infrastructure and integrations between technologies
8. Prioritize analytics, performance management, and attribution to measure results
9. Ongoing management is required to operate technologies and business processes effectively
We had a great time hosting our Sales Segmentation Bootcamp for all of our local sales professionals.
This event was curated as per the request from the previous attendees and entrepreneurs from the FoxBound Event.
Slides presented during the session will be helpful if you're setting up the sales process, building the sales teams from scratch or revamping the existing Sales process for the B2B use case.
https://www.foxbound.io/ #sales #segmentation
ABM that does not overwhelm: How to do it in HubSpot
Account-Based Marketing gets a lot of hype... but is it right for you? How can you design a small-scale test without much investment to determine if it is a fit for your organization? Join us for the May HUG to find out.
Align Sales & Marketing with Sales Enablement [SiriusDecisions Summit 2017]InsideView
The document discusses how sales and marketing can align through sales enablement. It outlines how sales has changed with the rise of consultative selling and how 43% of sales reps don't make quota. Sales enablement bridges strategy and execution but requires diverse skills. The company implemented a sales enablement platform called Highspot to solve their content challenges like having content in multiple places and sales not knowing what was available. They conducted a content audit and mapped content to sales stages in their CRM. After launching Highspot, they saw adoption rates increase and qualitative benefits like less requests to marketing and a feedback loop to improve content. They discuss next steps like measuring content and pitch engagement.
The State of ABM: Driving the Highest ROI of Any B2B Strategy | EngagioEngagio
The document discusses the state of Account-Based Marketing (ABM) and provides guidance on building an effective ABM strategy. It summarizes that ABM delivers the highest ROI of any B2B marketing strategy. It then provides recommendations on how to build an ABM foundation by mapping leads to accounts, prioritizing accounts, and measuring engagement. The document also suggests evolving ABM tactics by making them more personalized and tracking account journeys. It emphasizes starting with a small pilot program to test and optimize the approach before a full rollout.
1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams.
2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement.
3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales
GHV Webinar - VC Perspectives on Business Metrics for Series AGHV Accelerator
What are the key Business Metrics VC’s look at? Why are these Key Metrics vital for a Venture?
How to Optimize these Metrics?
Join GHV Accelerator’s MENTORS Mukul Singhal (SAIF Partners) and
Prajakt Raut (Entrepreneur Evangelist), over our 4th webinar
GE Healthcare - Marketing Automation Roll Out Plan & Framework - v11.0saSal Abramo
This document outlines a marketing automation project to improve customer engagement and sales processes. The project will focus on increasing customer intensity throughout the buying cycle, prioritizing high-quality leads, and making data-driven decisions. A phased approach is proposed, beginning with discovery, then definition and alignment of processes before building and delivering the marketing automation system. The expected benefits include simplified and aligned sales and marketing, greater agility, improved customer experience, and more effective marketing through data and analytics. Key next steps are finalizing priorities and resources before kicking off the project in Q2 2015.
Riyaz Hyder shares lessons learned from building marketing functions at four startups, two of which failed. He discusses basic marketing concepts like defining personas, setting goals, and mapping the customer lifecycle. Riyaz emphasizes quant-based marketing approaches like identifying buyers, measuring results, and refining campaigns. He also covers budgeting for growth, choosing the right marketing channels, tracking key metrics, attributing results, and using marketing automation and CRM tools. The presentation aims to help others avoid failures and build sustainable, data-driven marketing funnels.
A Breakfast for Account-Based Marketers: Account Based Measurement 101RollWorks
The document outlines an agenda for an Account Based Marketing overview presentation taking place in New York City. The agenda includes introductions, an ABM overview presentation by Erez Suissa, a discussion on measurement and why it matters for ABM, and a question and answer session. The document then provides additional context on ABM, including definitions of ABM, the benefits of an account-based strategy, fundamentals of an ABM strategy, identifying key accounts, making collaboration between sales and marketing a priority, planning for revenue through the buying cycle, understanding appropriate account metrics, and wrapping up with key takeaways.
Modern Marketers Tour - Austin 2014 - v8 0a (1)Sal Abramo
This document provides a summary of a presentation by Sal Abramo on leveraging marketing automation at Thomson Reuters. The key points covered include:
1) The importance of alignment between sales and marketing, including agreeing on definitions, goals, and processes for lead scoring, opportunity management, and handoffs.
2) Developing buyer personas to better identify and segment targets and provide relevant content.
3) The use of lead scoring to prioritize leads based on profile fit and interest level in order to focus nurturing and sales efforts.
4) Effective lead nurturing through personalized, valuable content mapped to the buyer's journey and using forms, tracks, and plays to qualify leads.
5) Me
Account-Based Marketing 101: A Marketo Case StudyMarketo
This document provides an overview of account-based marketing (ABM) and how Marketo approaches ABM. It discusses:
1) What ABM is and why leverage it over broad marketing approaches
2) The 5 critical steps to ABM: identifying target accounts, mapping accounts, creating content, executing targeted campaigns, and measuring results
3) Examples of how Marketo implements ABM, such as targeted website personalization, display ads, direct mail, and email campaigns
4) The importance of measuring ABM campaign success through metrics like pipeline, opportunities, and closed wins.
Social Marketing Strategy for Equine Veterinarians - EBMS 2013Ali Kelly
Presentation on social media marketing strategy for equine veterinary practices, focusing on aligning goals with measurable results. Presented to the Equine Business Management Strategies conference on September 11, 2013
Don't Let GDPR Disrupt Your Pipeline – Get Proactive with ABMEngagio
The EU's new General Data Privacy Regulation (GDPR) has created waves of uncertainty among B2B marketers working to understand its implications for marketing – and sales – outreach. And, GDPR is just the tip of the iceberg; data privacy regulations continue to expand and evolve worldwide. If you aren't affected by GDPR, you'll probably still need to make some changes.
The good news? These stricter regulations encourage better demand gen practices and increase opportunities for marketers to play bigger roles in driving revenue. Sales will certainly need marketing's help to engage decision-makers from their top target accounts.
View this presentation to learn how Plex is executing an "all-in" account-based revenue strategy – and why this will make their transition to full GDPR compliance a breeze.
Charm Bianchini: Account-Based Marketing: 7 Tips to SuccessDemandbase
This document provides 7 tips for account-based marketing success. It recommends collaborating across teams, leveraging technology, cleaning customer data, identifying the right target accounts, understanding buyers, personalizing outreach across channels, and adjusting metrics to focus on accounts rather than leads. The tips emphasize focusing marketing and sales efforts exclusively on priority accounts, personalizing engagement throughout the customer journey, and measuring outcomes like pipeline and revenue within target accounts.
An introduction to Account-Based Marketing including an analysis of benefits and criticisms, statistics, implementation suggestions and ideas, Importance of content and Lead-to-Account, challenges, and software considerations.
Contact me on LinkedIn if you have questions: https://www.linkedin.com/in/anantdas
Do the Math: The Smart Analysis your CEO and CFO Expect (even if they haven’t...Actuate Corporation
For the first time, Marketers have the ability to collect and measure almost any data imaginable. As a result, too many of us find ourselves violating Robert McNamara’s maxim – we try to make what’s measurable important, vs. making the important measurable. How do we reach that elusive Goldilocks state of measuring not too much, not too little, but just the right things? Start with the executive management team. What metrics are they using to run the business, and how can you help?
This session will review real dashboards and reports you can use to communicate to stakeholders in sales and finance, inform long-term plans, and continually optimize execution. The result? Marketing’s credibility increases, your forecasts become more accurate even than those of Sales, and you assume your rightful place as indispensable consigliore to your C-levels.
This document outlines SignupLab's Growhow Customer Success Framework for B2B SaaS companies. It discusses the history of customer success and how it has evolved from focusing on new customer acquisition to reducing churn. It then details key aspects of the framework, including defining value concepts to focus product strategy and development, integrating customer success best practices across functions like product, support, sales and marketing, and using metrics and feedback to continuously improve customer objectives. The framework provides a holistic approach to improving customer success for B2B SaaS companies.
How to implement an Integrated Lead EngineVanillaSoft
This presentation is a case study, presented at the SiriusDecisions Summit 2018, that shows how VanillaSoft and Virtual Causeway worked together to implement a scalable lead engine built upon the Demand Center and Demand Waterfall frameworks.
Many companies are enticed at the idea of adding marketing automation to their business processes. But as Bill Gates once said, adding technology to an inefficient process, magnifies the inefficiency. In this presentation, explore concepts to help you test to see if your business is ready for marketing automation.
This document provides tips for reporting ROI from social media to executives. It recommends translating social metrics into business terms that executives understand, like revenue, sales, and costs. It suggests aligning social media goals with core business objectives. The document also provides examples of how to integrate social media data with analytics and CRM tools to measure outcomes like leads and conversions. Finally, it advises comparing social media performance to other channels to show its relative impact.
The document provides guidance on prospecting for revenue leaders. It discusses starting with the right revenue model, stopping revenue leakage, best lead sources, using lead nurture to double results, and aligning marketing and sales. An example case study shows how implementing new processes like prospecting funnels and intense nurture lowered costs per lead and improved pipeline coverage. The key takeaways are to fix revenue issues, focus on top lead sources, improve nurture, adopt a service level agreement, and avoid technology overkill.
How do you measure up? A crowd-sourced, cross-pollinated discussion on evalua...ProductCamp Boston
As a product marketer how do you evaluate if you’re being effective? If you’re in marcomms, product management, sales or the CEO how do you evaluate if the role is being effective and properly supported?
Is product marketing judged on volume output such as leads, events, webpages or trainings produced? Are you being driven by “optics and politics” and “the way things are done here “or jumping on the latest trends and content tactics du jour.
How do you determine if your priorities are in the right place? If you are over or understaffed, if there are bottlenecks or organizational issues that inhibit effectiveness. Is your measure of success different at different stages of product/company development? Does product marketing in a start-up or for a new product get measured in the same way as a more mature one?
Are there common metrics regardless of company size or product maturity?
We’ll propose some straw man metrics and then organize the chaos that will likely ensue. So come ready to participate!
Sriracha for your ABM: 5 Ways to Spice Up Your Account-Based Initiatives and...Engagio
1) Personalized campaigns that are timely and relevant are most effective for account-based marketing initiatives. Campaigns should utilize hyper-personalized packages, meeting incentives for executives, and focus on quality over quantity.
2) It is important to measure account-based marketing efforts at different stages and use both leading and lagging indicators. Metrics should focus on coverage, awareness, engagement, meetings, customer mindshare, opportunities, pipeline, and impact or return on investment.
3) Demonstrating engagement shifts over time through metrics like total minutes of engagement can help showcase the success of an account-based marketing program. Adopting a simple awareness-to-opportunities funnel can also help track progress.
Similar to Graduate from Email to Marketing Automation (20)
Creating an Implementation Plan for Successful Marketing AutomationÁine Dundas
This document discusses how marketing automation can help address common challenges organizations face in achieving account-based marketing goals. It outlines a workflow for account identification, stakeholder mapping, predictive modeling, sales and marketing alignment, account messaging, campaign structure, and measurement. Common barriers like a lack of personalization at scale, sales/marketing misalignment, and siloed thinking are examined. The document provides advice on developing an implementation plan, understanding your audience, setting expectations, experimenting, and celebrating small successes.
Marketo is used by NewVoiceMedia to evolve their lead acquisition strategy to generating qualified sales opportunities. Some key points:
- Marketo allows NewVoiceMedia to automate customer journeys and score leads to better identify marketing qualified leads.
- Since implementing Marketo in 2011, NewVoiceMedia has seen 100% year-over-year growth and a 20x increase in campaign productivity leading to a 10x growth in their qualified sales pipeline.
- Features like scoring, automation, and analytics from Marketo provide insights to help NewVoiceMedia focus on ROI and improve productivity.
The document discusses the transformation from mass marketing to engagement marketing. Engagement marketing focuses on building long-term relationships with customers through continuous engagement. It outlines five principles of engagement marketing: engaging people as individuals, based on what they do, continuously over time, directed towards an outcome, and everywhere they are. Engagement marketing will be the new basis of competitive advantage and key to business growth.
Welcome to the Era of Engagement MarketingÁine Dundas
Mary-Louise O'Connor presented the 5 core principles of engagement marketing that are necessary in order to build effective and long-term relationships with your customers.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
1. From Email Marketing to Marketing Automation
Nicol Batra
Enterprise Account Manager | Marketo EMEA
2. What are the milestones you should aim to achieve?
…..as you move towards:
• Advanced lead management
• Automated nurturing
• Account based marketing
• Web personalisation
3. #1: Plan across the organisation
• Marketing
• Sales
• CRM
• Ops
• Digital
• Corp Communications
• Agencies & Partners
• Board Level
4. #2: CRM integration
• Not enough just to have the synch in place
• Also need to scope the priorities; exposure; bi-directional nature; frequency etc.
• Vitally, clear business processes around it e.g. lead assignment; triggers, alerts to Sales;
education & adoption
5. #3: Marketing / Sales Alignment
Making it happen in real terms:
• Have a single executive level champion across both Sales & Marketing
• Must have Sales IN THE ROOM when planning and making decisions:
• e.g. lead assignment across SMB / ENT or different territories
• Scoring criteria: thresholds, quantifications, reset to zero on recycling etc.
• Defining lead stages, objectives, KPIs, critical measurements, target accounts
• Roles and Responsibilities
6. The Lifecycle
Best practice: This
program should
100% control the
model
Best practice: This
program should use
a custom channel for
Lifecycle
9. Measure and Optimize the Sales Process
S S S
S SS
M M
M
M
M
M
M SAutomated in Marketo CRM triggers action in Marketo
Marketing Responsibility Sales Responsibility
M
S
M
10. Definition of Lead Revenue Stages
Behavior score > 0
Lead Status
“Engaged”
(or “Suspect”)
Email Address
known
Lead Status
“Known”
(or “Raw”)
New leads Leads who
started
researching
Leads who meet
scoring threshold
Leads who were
accepted and
converted to
contact
Sales Qualified
lead moves to
opportunity
pipeline
Lead score reaches
threshold
Lead Status
“Marketing Qualified”
(or “MQL”, “Prospect”)
Telemarketing or sales
has time limit of X days to
qualify
Status changed or
converted to contact
Lead Status
“Sales Accepted”
(or “SAL”, “Working”)
Opportunity created
Lead Status
“Opportunity”
(or “SQL”, “Sales Qualified”)
Email Address
unknown
Is Anonymous
“true”
Unknown
Web visitors
11. Dead Ends
Persons who should not be marketed
to:
- Competitors
- Employees
- Outside of geographic territory
- Invalid data
- Email bounced
12. Detours
Persons who should not be
marketed to:
- Competitors
- Employees
- Outside of geo-graphic
territory
- Invalid data
- Email bounced
Persons who are not ready to purchase:
- No BANT
- Might purchase in the future
- Influencers who should be kept informed
13. #4: Get the right balance between demographics & behaviours
• Has to be the right mix for your organisation & your market
• Naturally, give behaviours more weight, but it’s the power of the blended approach that
counts e.g. job title AND page visits
• Allows you to move towards one-to-one marketing / persona-based marketing
14. Strategic ROI: the Marketo Engagement Program
• Plan a customer journey
• Target people based on behaviours and preferences
• Respond based on behaviours
15. Engagement program for New Leads
• Stream 1: Introductory emails
• Stream 2: Pulls in people who click links about topic A
• Stream 3: Pulls in people who click links about topic B
• Etc.
16. Results from Engagement Programs:
• Analyse the web behaviour of people who move stream
• web activity report, customised
• Report on how our financial investment in this program translates into new customers and
ongoing revenue
• Program Analyzer
• Opportunity Analyzer
17. 2 Engagement programs compared:
• Program 1 targets: according to Demographics
• Job title
• Industry
• Region
• Program 2 targets: according to Behaviour
• Opt-ins for subject matter (5%)
• Participants in online events on subject matter (40%)
• Downloaded relevant pdfs (55%)
18. #5: Set and track against KPIs
• Be realistic – aim at the right level
• Key Metrics could be:
• Flows and pace between lead stages (Engaged to MQL)
• Opportunity Analysis: contact roles, pipeline, closed won values, touch-points
• Program effectiveness: ROI, success metrics, new names, program success etc.
• Named accounts vs. non-ABM
19. Useful Metrics
Flow Conversion Impact Investment Revenue
Performance
Other
# New Names % Names to Prospects % of Pipeline
Contributed by
Marketing
Investment per New
Name
MT Opportunity
Created and Revenue
Expected
Balance of Prospects
in Key Stages
# Prospects % Prospects to MQLs Value of Pipeline
Contributed by
Marketing
Investment per
Prospect
Marketing Influence
on Opportunity
Created and Won
Balance of Open
Opportunities
# MQLs % MQLs to SALs % of Wins Contributed
by Marketing
Investment per MQL MT Opportunity Won
by Programs/Channels
Velocity/Cycle Time for
New Name to MQL
# SALs % SALs to
Opportunities
Value of Wins
Contributed by
Marketing
Investment per SAL MQL Trend
Month/Month
Velocity/Cycle Time for
New Name to Win
# Opportunities % Opportunities to
Wins
Investment per
Opportunity
MQL Forecasting
# Wins Investment per Win Top 20 Programs by
MT ROI
# Losses Avg. Number of
Successes Per Win
20. #6: Set your content personalisation / ABM Strategy
• Identify target accounts (M and S)
• Create content for them (unique, compelling, remarkable)
• Put ABM into action (segment web campaigns)
• Apply to optimise advertising budget
21. 10 Steps to Web Personalisation
Step 1: Figure out your Who, What and Why
Step 2: Select 2-3 use cases to implement
Step 3: Select 2 audiences per use case to implement
Step 4: Segment and gather initial analytics
Step 5: Outline content per stages of the customer journey
Step 6: Leverage existing content and create customized calls-to-action
Step 7: Deploy Web Personalization Campaigns
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports with internal teams and align with sales
https://www.marketo.com/ebooks/10-steps-for-a-successful-personalized-web-engagement-
strategy/
24. #7: Lead hand-off to Sales
• Pass the right information to Sales at the right time
• Brand new leads, non-engaged, don’t need to flow into CRM
• Use Interesting Moments / Marketo Sales Insight
• Flag with indicators of recency, frequency, hotness, priority
25. Passing information to Sales
• Communicate where new leads are coming from and what drives revenue
• Which content is converting?
• Which events are the most productive?
• Get input on what buying signals are important
• Sales Insight
• Lead lifecycle and lead scoring
26. Some example Lessons Learned:
• Don’t start pushing MQLs/Interesting Moments too soon
• Once sales sees your work as ineffectual, you lose credibility
• Too few hot leads better than a bunch of junk leads – so quality not quantity
• Get input on what to score, and how important it is
• Create a sense of shared ownership
• Agree with Sales when a lead is MQL
• Complete an exercise in analysing recent wins to see what the
decision makers/influencers did
• Did they click emails?
• Attend events?
• Webinars?
• When did it occur in relation to sales meetings?
27. #8: Establish discrete pathways for prospects / existing customers
• They are not the same – they deserve different messaging
• Implement as separate lifecycles: lead lifecycle / customer lifecycle
• Metrics will also be different between new business / retention
28. #9: Data segmentation
• There is no one right answer
• Has to be right for you as a business
• Start small, think big, do it in phases, test iteratively
• E.g. products/geos/demographics/seasonality etc.
• 2*5*12*4=480….BUT DON’T SET THEM ALL UP FROM SCRATCH!
31. #10: Track Costs
Simple but not straightforward…..surprising how many don’t do it
• Can’t achieve ROI without it
• It’s habitual, once you start it will get easier
• Use notional values to get started
• Baseline costs help you to clone / re-use etc.
32. Proving Marketing’s connection to revenue: the pre-requisites
• Enter costs in your program’s Setup tab (can be done/changed later if necessary)
• Ensure that contacts are connected to Opportunities in your CRM system
• Assign Acquisition Programs
• Assign “Success” in all Programs!
34. In Summary
• Org buy-in is key. Without this, you will not succeed.
• Aligning Marketing & Sales needs to happen at the levels of business, technology, process and
people.
• Set realistic goals: start small but think big.
• Use ABM judiciously. A named account is a special target.
• The handoff of a lead from Marketing to Sales – this is an ever-moving process that will evolve
over time (e.g. scoring, recycling, content).
• Work iteratively. Be patient. Make incremental, but significant changes (email deliverability,
re-targeting.
• Prioritize behaviours over demographics.
• Sit down with Sales and review your success reports against goals
• Make marketing automation visible! Subscribe stakeholders to Marketo reports.
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
Within Marketo, you can create a model to measure and optimize your marketing and sales processes. The beginning of the funnel, seen here on the left, is controlled by marketing and is automated by Marketo. Once a lead is passed to sales, control over the progress of the lead is managed by sales in the CRM system, but Marketo still has visibility into all of the actions and reporting so that you can focus your optimization on the entire revenue cycle.
A revenue model in Marketo has what we call a success path, which is the route that a lead takes to become a customer. It begins with an anonymous website visitor, who becomes known to you after filling out a form or taking some other action. As they start to engage with you, they gain points through scoring. Once they gain a sufficient amount of points, they reach the threshold, at which point they are usually passed to telemarketing or sales. Then sales works the lead, converts them into a contact/account, creates an opportunity, and eventually closes the opportunity as won.
Not every person ends up being a good lead for sales. We also have a stage for those people who will never buy from us, such as competitors, employees, and people in countries or regions we don’t serve.
Some leads might be good targets but just not ready to buy now. These leads can be detoured into a recycle bucket, where marketing nurtures them with communications and programs until they are ready to be routed back to sales for follow up again.
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
It should be no surprise to learn that the results showed that program 2 performed better than program 1 by a factor almost 4.
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
If you set up this revenue model in Marketo, you will get very useful metrics that can help you optimize your business. The model will give you information on flow, conversion, impact, and ROI, just to name a few.
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
Help marketers target high-value named accounts and existing customers , engage them across channels and generate more sales from them.
Manage –
Work with an account-centric data model -
Discover accounts from lead database
Group accounts for targeting e.g. Lighthouse Accounts, Top 10 Retail Accounts etc.
Associate People to corresponding accounts (Marketo leads, CRM leads, Contacts)
Engage –
Target and nurture accounts or a group with personalization across channels (e.g. web, email, PPC, mobile, event)
Monitor –
Roll-up activities including anonymous activities at an account level
Account based scoring
ABM Insights to measure ROI
Sales team access to relevant ABM insights
Looking at an August release, but I’ll give you a sneak preview
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM
AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc.
ABM: see JA/MT materials
WP: see JA/MT materials
Marketo Creating a Smart Campaign - https://docs.marketo.com/display/public/DOCS/Create+a+New+Smart+Campaign