Learn how to implement ABM by stepping back to achieve Sales-Marketing Alignment and workflow alignment. ABM is a new world and here's how to tackle it.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Sales and Marketing Alignment Benchmarking ReportDemand Metric
How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance.
In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include:
• Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none.
• Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams.
• Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team.
• The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement.
• Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems.
• Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases.
Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Revenue Goal Acheivement
5. Perception of Alignment
6. Organizational Structure
7. Alignment & Technology
8. Leads & Lead Quality
9. Analyst Bottom Line
10. Acknowledgements
11. About Demand Metric
Research Methodology
The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
7 Methods to Get your Sales and Marketing Teams Aligned InfographicInsideView
Learn what separates leaders from laggards. Then discover 7 best practices these leading B2B businesses follow to achieve sales and marketing alignment.
Learn how to use storytelling techniques to build powerful account nurturing systems. Leverage age old techniques only master marketers use to lead people through to the new world of using your products instead of the old world and old products.
Rethinking Sales and Marketing alignment: [How Marketing will help close deals]CRMT Digital
Better Marketing and Sales alignment improves profits, customer services and internal relationships. Most organisations have already realised that traditional business unit divisions hinder more than they help and are now seeking to improve internal relationships between departments. For successful alignment between Marketing and Sales, employees need to be empowered by technology.
Learn how to implement ABM by stepping back to achieve Sales-Marketing Alignment and workflow alignment. ABM is a new world and here's how to tackle it.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Sales and Marketing Alignment Benchmarking ReportDemand Metric
How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance.
In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include:
• Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none.
• Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams.
• Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team.
• The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement.
• Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems.
• Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases.
Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Revenue Goal Acheivement
5. Perception of Alignment
6. Organizational Structure
7. Alignment & Technology
8. Leads & Lead Quality
9. Analyst Bottom Line
10. Acknowledgements
11. About Demand Metric
Research Methodology
The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
7 Methods to Get your Sales and Marketing Teams Aligned InfographicInsideView
Learn what separates leaders from laggards. Then discover 7 best practices these leading B2B businesses follow to achieve sales and marketing alignment.
Learn how to use storytelling techniques to build powerful account nurturing systems. Leverage age old techniques only master marketers use to lead people through to the new world of using your products instead of the old world and old products.
Rethinking Sales and Marketing alignment: [How Marketing will help close deals]CRMT Digital
Better Marketing and Sales alignment improves profits, customer services and internal relationships. Most organisations have already realised that traditional business unit divisions hinder more than they help and are now seeking to improve internal relationships between departments. For successful alignment between Marketing and Sales, employees need to be empowered by technology.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Meagen Eisenberg, VP of Demand Generation at Docusign and Robert J. Moreau, CEO, Zyphias Group discuss sales and marketing alignment, the customer journey and key best practices with Docusign client examples and tips. Moderated by Chanin Balance, CEO of Mobilepaks.
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
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
How Marketo Structures Marketing OperationsMarketo
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Marketo Summit: Will the real lead please stand up - tips & tricks to an amaz...ReachForce
This standing room only session on data quality highlights critical issues to getting your marketing and sales data aligned and marketable. Kim Stites & Mary Firme present.
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
Modern marketing organizational structure @kaykas - jascha kaykas-wolffJascha Kaykas-Wolff
Organizational design and restructuring is not new. But, with the requirement to create data-driven marketing organizations and support marketers who show bottom line results more emphasis is being placed on marketing leaders to structure their teams and business in a way that is agile and impactful.
Reflecting on this, and doing some additional research of my own, I was struck by the lack of published material describing how one might go about building a marketing organization that addresses business challenges happening right now and most importantly that can drive results right now.
Over the past several years as I’ve been fortunate to lead marketing organizations for enterprise and mid-market businesses. During this time I’ve developed an organizational playbook that can scale to virtually any size of business, is highly adaptable, and has a proven track record for success.
Enclosed is the core framework for what I believe is an ideal composition for the modern marketing organization. I’m looking forward to your feedback. - Jascha
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
We surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Meagen Eisenberg, VP of Demand Generation at Docusign and Robert J. Moreau, CEO, Zyphias Group discuss sales and marketing alignment, the customer journey and key best practices with Docusign client examples and tips. Moderated by Chanin Balance, CEO of Mobilepaks.
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
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
How Marketo Structures Marketing OperationsMarketo
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Marketo Summit: Will the real lead please stand up - tips & tricks to an amaz...ReachForce
This standing room only session on data quality highlights critical issues to getting your marketing and sales data aligned and marketable. Kim Stites & Mary Firme present.
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
Modern marketing organizational structure @kaykas - jascha kaykas-wolffJascha Kaykas-Wolff
Organizational design and restructuring is not new. But, with the requirement to create data-driven marketing organizations and support marketers who show bottom line results more emphasis is being placed on marketing leaders to structure their teams and business in a way that is agile and impactful.
Reflecting on this, and doing some additional research of my own, I was struck by the lack of published material describing how one might go about building a marketing organization that addresses business challenges happening right now and most importantly that can drive results right now.
Over the past several years as I’ve been fortunate to lead marketing organizations for enterprise and mid-market businesses. During this time I’ve developed an organizational playbook that can scale to virtually any size of business, is highly adaptable, and has a proven track record for success.
Enclosed is the core framework for what I believe is an ideal composition for the modern marketing organization. I’m looking forward to your feedback. - Jascha
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
We surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective.
[Webinar] Predictive Lead Scoring: How To Turn Data Into RevenueMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-lead-scoring-how-to-turn-data-into-revenue/
Description:
“Predictive Analytics” is the buzzword du jour. With so many digital marketing tools, technologies, and channels at our disposal and the ability to track prospect and customer behavior, we are awash with data to be analyzed in order to predict and drive our marketing results. So, how do we cut through the clutter, sift through the hype, and bring the most critical data into focus? How do we put it to use?
Download the slides and watch this Marketo LaunchPoint webinar replay to discover how predictive lead scoring will put all of your data to work for you. Learn how the marketing ninjas at SmartBear Software have used Marketo and Mintigo to build an automated system that targets the right leads with the right messages at the right time.
You will learn how to:
- Profile your ideal customer so that you can target high-fit leads
- Score your leads in real-time based on that profile
- Optimally engage the leads by routing them to the appropriate nurture track or sales reps before even gathering behavioral data
Speakers:
Patrick Chen - Sr. Manager of Marketing Operations at Marketo
Tony Yang - Director of Demand Generation at Mintigo
Gary DeAsi - Sr. Marketing Manager & Marketo Champion at SmartBear Software
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
In this webinar, you will learn the nuts and bolts of implementing lead scoring starting today.
Learn how to:
Develop a lead scoring framework for your organization.
Set up basic lead scoring in Salesforce.com.
Presenters:
Cary Fulbright, President, SAAS Point
Christopher Doran, Vice President, Marketing – Manticore Technology
Drive Marketing Automation Success Across the Enterprise: Measurement and Rep...Marketo
Looking to establish a baseline for measurement and reporting, so you can prove your programs' contribution to revenue pipeline?
Check out these slides from the Marketo webinar with Tim Kirby, Sr. Enterprise Solutions Consultant, for an overview of the optimal blend of analytics to implement to accelerate performance at your enterprise organization.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
Get Your Sales and Marketing Teams Aligned
Lack of alignment between sales and marketing is an age-old problem, frequently lamented yet rarely addressed. Conquering this issue requires a fresh approach and better understanding of both sides of the relationship. But where to start?
This report is designed to shed a light on the obstacles to sales and marketing alignment, but also show teams where to start, how to collaborate, and how to set aligned goals.
Whitepaper: Ventana Research - Sales Compensation ManagementIconixx
Ventana Research undertook this benchmark research to determine the attitudes, requirements and future plans of those who engage in sales compensation management and to identify the best practices of organizations that are the most mature in it.
The BRITE '12 conference (March 5-6) marked the unveiling of the Center on Global Brand Leadership and the New York American Marketing Association (NYAMA)'s first BRITE-NYAMA Marketing Measurement in Transition Study entitled, Marketing ROI in the Era of Big Data.
The aim of the study was to gain a better understanding of changing practices among large corporate marketers in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing.
In surveying 253 marketing executives from large corporations, the study found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI. However, significant gaps exist between desire and execution as companies strive to measure marketing ROI. The overall picture of marketing by large corporations revealed significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
http://gsb.columbia.edu/globalbrands
http://www.nyama.org
Acquired Data Benchmark Report Resource Overview Dun & Bradstreet sponsored ...Demand Metric
Two broad approaches exist to improve data quality, accuracy and completeness: an in-house data hygiene process, and using external data or services. In a study sponsored by Dun & Bradstreet, Demand Metric studied both approaches, looking closely at the use of acquired data in sales and marketing applications/solutions.
The goal of the study was to learn how companies are using acquired data and how that data is making a difference in campaigns, demand generation and other key results. This report details the findings of this study, providing benchmarks for acquired data performance and making the case for its use.
Marketing disruption: Five blind spots on the road to marketing's potential -...Bertrand Barbet
“Disruption” has become a blanket term to encapsulate the massive changes affecting businesses. But the term’s overuse and broadness have obscured what really matters to marketing. Often missing in the debate is a clear-eyed look at the causes of disruption to help marketers make better decisions regarding what to do about them.
Marketing Analytics in 2013 Benchmarking ReportDemand Metric
The Demand Metric 2013 Marketing Analytics Survey was administered online over a period of April 17th through May 3rd, 2013. During that time, over 700 responses were collected, 622 of which were complete.
A key marketing challenge is demonstrating value and relevance. Marketers generally agree that marketing analytics can help marketers measure their contribution to the organizations they serve.
In April 2013, Demand Metric conducted a benchmarking study to examine how marketing analytics is being adopted, adding value, and becoming integrated into overall marketing strategy.
A survey was used to collect data, and its analysis provides these key findings:
- World leaders: North American organizations lead the world in meaningful marketing analytics initiatives
- Size matters: large organizations are having more marketing analytics success than SMBs.
- Money talks: those who are allocating greater portions of marketing budgets are getting more from their
analytics initiatives.
- Keeping it in the family: analytics data is largely staying inside the marketing department.
- Perception isn’t reality: CEOs, presidents, SVPs and business owners have a significantly higher opinion of
the credibility of marketing analytics data than do members of the marketing organization. This report details the results and insights from the analysis of the study data.
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When a customer refers a friend, peer or acquaintance to a vendor, it’s an indication of trust and satisfaction. A customer who refers is essentially putting their reputation at stake, so rarely are referrals made lightly. From the vendor perspective, referrals are the most coveted type of lead, because they come assuming that a vendor is trustworthy and competent. Referred customers are a faster path to revenue, and a previous study completed by Demand Metric showed that referral marketing has one of the lowest costs per acquisition.
Surprisingly, many vendor firms allow referrals to occur organically, hoping that they generate enough satisfied customers who will then take the initiative to refer others to the vendors with whom they are pleased. This type of organic referral does occur, but rarely with the frequency to have a noticeable revenue impact. There is benefit for marketers to be more intentional about referral marketing, to blaze a trail that makes referrals more likely and easier to make.
Demand Metric and RewardStream conducted a study to learn about the current state of referral marketing. This follows up on a study completed in the fall of 2014, so this report can now share trend data about the interest in, evolution of and success with referral marketing. This report shares the findings and recommends some best practices based on the data.
The world of B2B marketing has changed dramatically with the advent of internet and the increased connectivity in today's world. Traditional marketing methods are getting increasingly ineffective as buyers become more informed and highly aware of the products or solutions they need.
New research presented at Demand Metric Demand Generation Virtual Summit: http://events.demandmetric.com/
Watch the presentation: https://www.youtube.com/edit?video_referrer=watch&video_id=z1xy8lvpd3o
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
Key Marketing Trends to Drive Customer EngagementMediaPost
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Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...Best Practices
It has become quite crucial to identify the drivers of digital marketing performance excellence in the health care industry which will enable companies to gain valuable customer insights, build effective relationships, leverage online media, and maximize revenue.
Best Practices, LLC undertook this benchmarking research to provide critical insights into how savvy bio-pharma digital marketers are enhancing the medical and commercial potential of new products, improving alignment with brand teams, acquiring and training new digital marketers, managing service delivery for key programs and optimizing insource vs. outsource mix.
Download Full Report: http://bit.ly/2gnXrIu
Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
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Benchmarking Marketing Automation: Lead Scoring and Segmentation
1.
2. EXECUTIVE SUMMARY
(29 percent) have been able to implement a basic
program within three to six months.
Marketing automation systems have brought
tremendous efficiencies, including delivering
However, while the survey found a growing
campaigns to targeted lists of prospects and
number of marketers are implementing lead
tracking their behavior after they have engaged
scoring, it also reveals opportunities to improve
with those campaigns.
the effectiveness and satisfaction rates of lead
scoring models. The 254 survey respondents gave
This includes lead scoring, which has great appeal
their current scoring programs poor marks for
to both marketing and sales organizations.
effectiveness, with an average grade of five out of
By providing a system that helps to rank and
The top two reasons
that respondents lack
confidence in their lead
scoring are incomplete
or inconsistent data
(59%) and insufficient
insight into which
attributes indicate
buying behavior (44%).
a possible score of 10.
prioritize marketing qualified leads based on their
fit as a potential customer, automation systems
When asked about their levels of confidence in
provide tremendous benefits in terms of sales and
their current lead scoring efforts, more than half
marketing efficiency and effectiveness.
of respondents (59 percent) cited incomplete or
inconsistent data as the top area for improvement.
Along with marketing automation technology
As the data improves, so does the accuracy and
being utilized by a growing majority of B2B
predictability of lead scoring initiatives.
marketers, the new Benchmarking Marketing
Automation: The Shift Toward Next Generation
The second big area for improvement is that
Lead Scoring & Segmentation study, conducted by
respondents do not have sufficient insight into
Decision Tree Labs in August 2013, shows that lead
which attributes indicate buying behavior. This is
scoring is becoming a more mainstream practice.
a concern cited by 44 percent of respondents.
The good news is that 44 percent of marketers
are doing lead scoring, and nearly one third
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
2
3. Much of the success of lead scoring hinges on
adding a predictive element to help marketers
Are you currently utilizing lead scoring within
your organization?
gain insights into the likelihood of a lead
converting to an opportunity, and ultimately a
2%
deal, according to Jim Lenskold, President and
Founder of Lenskold Group, a marketing
consulting firm.
This next phase — predictive lead scoring — is
getting that insight, closing the loop and ultimately
finding out which attributes are important to put
16%
into a model.
44%
In this report, we will cover the progress being
made in lead scoring initiatives, and some of the
Yes
challenges and opportunities ahead.
Topics include:
38%
• The state of lead scoring today;
• Challenges to traditional lead scoring; and
No
No, but plan to deploy < 12 months
No, but plan to deploy > 12 months
• A wish list for the next generation of
lead scoring.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
3
4. Nearly Half of Companies are
Lead Scoring
In terms of the data being used when using lead
scoring to prioritize leads, the survey showed the
following breakdown:
Many companies are recognizing the value of lead
scoring as an effective tool to prioritize leads and
segment prospects. As a result, the sales team
can reach out to the leads that have the greatest
potential to close.
When asked about the use of lead scoring in
their organization, nearly half (44 percent) of
44%
lead
u
ng sy se
stem
s
scori
• 87 percent score based on activity responses
to campaigns;
• 76 percent score based on demographics;
• 62 percent score based on firmographics; and
• 41 percent score based on web analytics.
respondents indicate that they are currently using
a lead scoring system, while 16 percent plan to
implement lead scoring in the next 12 months.
“Basically, once marketers have their initial email
programs in place, lead scoring is something you
do next,” said David M. Raab, Principal of Raab
Associates, a marketing consultancy.
When asked how they are using lead scoring, the
overwhelming majority (78 percent) noted that
they are using it to identify which leads are ready
While the survey found that most marketers are
primarily using scoring for the prioritization of
leads passed over to sales, it did find a growing
interest among more advanced organizations
to use scoring to support lead nurturing and
segmentation initiatives. Nearly half (46 percent)
of respondents said that lead scoring insights were
being used to help drive their nurturing campaign,
and that number is expected to increase as the
need to re-engage leads grows.
to pass to sales. However, prioritization of leads
only scratches the surface of what a predictive
lead scoring model can do.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
4
5. s
d tool
oo
lack g on
32% educati
or an
• 18 percent said that sales wants to receive
all leads; and
24% i
hard ndicate th
to de
at
fine a it is
lead
• 17 percent indicated little perceived value
by sales.
While almost one third cited the lack of tools or
education as reasons to delay lead scoring, the
landscape is shifting and more resources are
becoming available to improve the accuracy and
predictability of lead scoring. With the proper
framework, organizations are able to actually
determine the attributes that predict buying
behavior, something that could not be
done before.
While a sizeable number of respondents indicated
that they have already implemented lead scoring
or plan to do so within a year, there were a
number of reasons given for holding off:
• 32 percent lack good tools or an education;
• 24 percent indicated it was hard to define
what constitutes a good lead;
• 24 percent said it was too expensive;
Difficulty in defining a lead was the second
most-mentioned explanation for not doing
lead scoring. This points to an opportunity
for greater marketing and sales alignment in
many organizations. When marketing and sales
jointly agree on what constitutes a lead and the
process for moving a lead through the funnel,
everyone can focus on driving sales and closing
opportunities, rather than debating the merits of
a particular prospect.
• 19 percent said it was too complex;
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
5
6. The inability for sales and marketing to agree
on the attributes of a lead also lowered the
When it comes to the factors that shake confidence in
THEIR lead scoring system, respondents indicated:
confidence level of respondents in their lead
current scoring systems. If sales and marketing
don’t have a clear vision of what makes a good
lead, there is little chance that either side is going
to feel secure in the numbers they are assigning
to leads.
Incomplete or inconsistent data on prospects;
Not enough insights into which attributes
indicate buying behavior;
Lack of alignment between sales and marketing on the definition of a lead;
Sales indicates poor lead quality;
Inability to measure scoring accuracy;
Inability to track external buying signals, such
as social media, news, jobs data, etc.; and
59%
43%
32%
31%
28%
27%
24%
Sales indicates poor lead quantity.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
6
7. Marketers Seek Better Data for
Better Insights
that needs to be addressed going forward. There
is an opportunity to close the gap in terms
of mining data about current buyers and turning
Data quality remains a burning issue, as there
that information into useful insights about
are a growing number of sources, more types of
future buyers.
data to integrate, and a greater need to integrate
data at the contact and account levels across
Raab and other industry analysts suggest that
all channels.
having the ability to understand which past
behaviors will potentially trigger a sale and then
“Clean, external data can help by connecting
applying that data to current leads with similar
separate identifiers to the same person, by
profiles, is at the heart of predictive lead scoring.
“Clean, external data can
help by connecting separate
identifiers to the same person,
by providing pre-existing
profile information so clients
can gather less of it directly,
and looking at data outside
the marketer’s own system
for hints that there’s a buying
opportunity.”
— David Raab,
Raab Associates
providing pre-existing profile information so clients
can gather less of it directly, and looking at data
This combination will represent the next generation
outside the marketer’s own system for hints that
of lead scoring. While the information provided
there’s a buying opportunity,” Raab said.
by marketing automation and CRM systems can
Survey respondents are seeking more accurate
data to boost their confidence in their lead scoring
initiatives. On a scale of 0 to 10, with 10 being the
most satisfied, respondents rated their satisfaction
with the accuracy of the data they are using at 5.3.
There is also an opportunity to delve further into
which attributes can accurately indicate buying
behavior. Many marketers surveyed graded their
lead scoring initiative with a failing mark, with 43
percent of respondents pointing to this as an issue
provide some of the data needed for optimal lead
scoring, critical third-party information, such as
personnel changes or the opening of a new office,
can be instrumental in uncovering previously
unknown buying signals.
Progressive profiling is one common strategy to
fuel lead scoring, but there are some challenges
associated with this tactic. As marketers ask
for additional bits of info with each customer
engagement, it can be a lengthy process to get a
complete picture of the buyer.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
7
8. Identifying Predictive Buying
Attributes
First, you have to determine the attributes
and then what the variables are within those
attributes that are predictive of buying behavior
In many cases, understanding the “ideal” buyer is
for your company.
essentially a black hole, and marketing and sales
teams are charged with assigning attributes. This is
Another critical aspect to moving the needle on
often a subjective, rather than objective, process
lead scoring requires account-based targeting.
that is a bit of a tug-of-war between marketing
Marketing is adept at identifying hot leads
and sales.
based on the buyer’s response to an email
“Modeling can be used
to predict different
outcomes, including
segment-level needs
for specific content or
marketing contacts.”
campaign, webpages they visited or content they
With a predictive model, identifying the
downloaded. This doesn’t necessarily align with
fingerprint of a buyer is no longer a guessing
how a salesperson approaches a prospect. They
game. Marketers can build their models based
typically research the company and learn more
on correct buyer attributes, instead of what they
— Jim Lenskold,
Lenskold Group
about the organization.
hope or think are the right attributes.
“The sales team needs to recognize that a slight
In many situations, industry is the number one
improvement in close rate can have a significant
attribute of a buyer. By drilling down further,
impact on the bottom line,” said Lenskold. “The
you can uncover whether a particular industry
modeling is not going to result in leads that are all
is a positive or negative predictor. For example,
going to close.”
banking, telecom and high tech may be the most
likely to buy, while manufacturing, and oil and gas
might actually be the most negative predictors
of a buyer. This illustrates that there are multiple
levels when it comes to predictive attributes.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
8
9. Account-level scoring can result in highly
predictive scoring models, but many organizations
What criteria does sales use to accept and then
qualify a lead? (Check all that apply)
are unable to take scoring to this next level
because, while this data is widely available,
they lack the central repository and the level of
marketing-sales alignment to make it happen.
“Modeling can be used to predict different
outcomes, including segment-level needs for
specific content or marketing contacts,” Lenskold
continued. “Guiding the marketing actions
should improve overall effectiveness with higher
conversion rates.”
Expressed interest shown by prospect
Demographics (i.e., Title, Role)
7%
BANT (Budget, Authority, Need, Timeline)
Firmographics (i.e., Industry, Company Revenue)
70%
60%
55%
47%
Other
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
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10. Predictive Modeling Ranked at the
Top of What’s Needed for Effective
Lead Scoring
The growing number of companies doing lead
scoring is clearly a positive sign for the marketing
meaning they give an estimated probability of the
lead resulting in a sale,” Raab said. “However, this
is something that takes model building technology
that is not part of most B2B marketing
automation systems.”
automation category. Marketing automation has
Industry analysts point to the next stage of lead
enabled marketers to automate and build models;
scoring using a variety of new data sources from
however, the survey data also points to a need for
the cloud to learn more about buyer attributes,
companies to take scoring to the next level. “The
which can bring thousands of attributes into
payback for good lead scoring comes from keeping
a prospect’s record that would otherwise not
leads less likely to convert in marketing for
be captured. It’s a combination of CRM and
nurturing instead of wasting more expensive sales
marketing automation, as well as behaviors that
team resources unproductively,” Lenskold said.
prospects exhibit outside of those systems, that
“As data quality and predictive accuracy increases,
“We’re definitely seeing
expanded use of lead
scores that are based on
true predictive models,
meaning they give an
estimated probability
of the lead resulting in
a sale.”
might indicate propensity to buy.
— David Raab,
Raab Associates
it will be easier to hand off better quality leads.”
“Building and fine-tuning a model is a long
Progressive marketers are realizing that if they
and resource-intensive process. So whatever
can better predict who’s likely to buy, instead
predictive tools they can use to speed up that
of coming up with a set of rules that provide an
process and get their models right in the first
approximation of their most valued prospects, it
place can conserve resources and better pinpoint
can help speed opportunities through the sales
the leads that are most likely to result in sales,”
funnel and close more deals.
Raab added.
“We’re definitely seeing expanded use of lead
scores that are based on true predictive models,
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
10
11. Another potential area of improvement that
predictive analytics promises to bring to lead
scoring is around pre-normalized, pre-cleansed
What capabilities would you like to add to your lead
scoring programs in the future to make them more
effective ? (Check all that apply)
data, as many scoring programs are currently
hindered by out of date, or incomplete contact
information on prospects.
When asked for their “wish lists” to make lead
scoring more effective in the future, predictive
modeling came out on top as the most sought
after capability.
58%
55%
54%
53%
40%
32%
6%
Predictive models
More account-level data
Better tools for measuring success or accuracy of models
Analytics to help determine which attributes to include in the model
Data augmentation from third-party sources
Tools to help sales and marketing better align on the definition of a good lead
Other
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
11
12. To build a successful lead scoring model, marketers
“The biggest issue with measuring results
have to carefully consider which attributes to include
is that it’s often hard to connect leads with
in their model. More than half (53 percent) of survey
final sales,” Raab said. “Very often the sale is
participants want future lead scoring programs to
made to an account that’s separate from the
incorporate analytics that can help them determine
lead, because that account already existed
which attributes to include in their model.
before the lead was created, or because the
IED
Q
IF
UAL
LIKEL
Y
BUYE
RS
sale was made to someone other than the initial
Any lead scoring system is only as good as the data.
lead,” he added. “You need accurate connections
In fact, when asked about the capabilities that they
to identify which leads your model should have
would want to add to lead scoring to make it more
identified as future buyers. Once you
effective in the future, 56 percent said they wanted
have that information, it’s pretty
more account-level data to improve the accuracy of
simple to create reports that
their lead scoring programs.
show the relative importance of
It is critical to know if your lead scoring model is
performing well, and 54 percent of respondents
want better tools for measuring the success or
different attributes, especially
where traditional regression
models are concerned.”
accuracy of their models.
Raab said the next phase of lead scoring will
incorporate deeper insights and close the loop to
find out which attributes are important to put into a
lead scoring model, as marketers still need tools to
help identify the right attributes, and measure and
course-correct their existing models.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
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13. Conclusion: Lead Scoring Adds Bigger
Impact With Predictive Modeling
It is no longer acceptable to build a model, wait
for results and fine-tune the model, only to repeat
the process. Marketers need to have an effective
While marketing automation has come a long way
and agile model right out of the gate, which is the
and has gained a lot of traction in helping companies
promise of predictive modeling.
prioritize their leads, the Benchmarking Marketing
Automation: The Shift Toward Next Generation
Marketers have seen that they can automate and
Lead Scoring & Segmentation study shows it is still
build models in marketing automation systems and
a challenge for most organizations to populate
use the tools to automate the process of prioritizing
their systems with high-quality data and insights to
the leads ready for sales follow-up. However, clearly
support effective lead scoring.
there is a need to test the attributes built into those
models and an opportunity for scoring programs to
Some of the other issues preventing marketers from
be more effective in predicting likely buyers.
implementing lead scoring, include a lack of tools
and knowledge to implement programs, along with
Forward-thinking marketers are recognizing the
an ongoing divide between sales and marketing on
potential for lead scoring programs to support new
what exactly constitutes a good lead.
initiatives around segmentation and lead nurturing,
as well as a growing need for predictive lead scoring
Current lead scoring initiatives provide a good
methods that ensure that truly qualified and likely
framework, but progressive marketers clearly want
buyers are identified and engaged by sales.
to move forward with systems that provide them
with the predictive attributes they need to more
Improvements in the process, data and sources will
precisely identify the leads most likely to make a
usher in the next generation of lead scoring.
purchase. Based on the current challenges and wish
lists of marketers, the next generation of prospect
prioritization is pointing to predictive lead scoring
being the more effective model.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
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14. About The Survey
In what industry do you primarily operate?
There were 254 respondents to the Benchmarking
Marketing Automation: The Shift Toward Next
Generation Lead Scoring & Segmentation study,
6%
which was commissioned by Lattice Engines and
4%
3%
conducted in August 2013.
High-tech/software
One third of the respondents were from the
Telecom
high-tech/software industry. Professional services
(17 percent), manufacturing (13 percent) and
financial services (7 percent) were also among
the top industries.
7%
In terms of annual revenue, 28 percent of the
33%
13%
Manufacturing
Financial Services
Professional Services
respondents reported annual revenues of
$250 million and above. The majority of the
respondents fell into the category of $50 million
and below, with 23 percent reporting revenues of
$10 to $50 million, and 21 percent with revenues
of $1 million to $10 million.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
16%
Healthcare
18%
Media/Advertising
Other
14
15. About Lattice
Lattice Headquarters
1825 South Grant Street, Suite 510
San Mateo, CA 94402
1.877.460.0010
www.lattice-engines.com
Lattice delivers data-driven business applications that help companies of all sizes market and sell
more intelligently. Inspired by today’s consumer applications, Lattice brings every relevant buying
signal into the world’s most comprehensive, cloud-based applications. With Lattice, companies
stop guessing and start relying on modern data science that anyone can use to find, prioritize and
close their next customer.
Its rapidly growing customer base, including Dell, SunTrust and VMware, rely on Lattice’s open
and secure applications to generate 75 percent more pipeline, triple conversion rates, and double
win rates. Lattice is privately held and backed by NEA and Sequoia Capital with headquarters in
San Mateo, CA. Learn more at www.lattice-engines.com and follow @Lattice_Engines.
about Decision Tree Labs
411 St. Route 17 South
Suite 410
Hasbrouck Heights, NJ 07604
201.257.8528
www.decisiontreelabs.com
Decision Tree Labs is a custom research firm based in Hasbrouck Heights, NJ, focusing on helping companies identify opportunities and gather feedback and insights from specialized markets.
The firm’s research provides data points to help executives make intelligent business decisions
and support business cases.
THE SHIFT TOWARD NEXT GENERATION LEAD SCORING & SEGMENTATION
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