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.
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
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.
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.
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.
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
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.
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.
Achieve Account-Based Selling Goals Solving the Alignment DilemmaBarbara Giamanco
Presentation delivered on Day 1 of the 3 Day Sales Summit hosted by BrightTalk. The 9 presentations delivered over the 3 days is being delivered by me and my colleagues from The Sales Expert Channel.
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
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
Gleanster lead nurturing webinar- draft- 012411 finalSalesfusion
Join SalesFUSION for this in-depth review of the state of lead nurturing in a b2b environment. Includes research and best practices from leading b2b research firm, Gleanster and Principle Analyst, Ian Michiels.
The relationship between Sales and Marketing is changing. Download our Sales Enablement brief to learn how Marketing can accelerate the transition and transform their relationship with Sales by equipping them with the tools they need to identify and qualify prospects, understand needs, propose solutions and overcome obstacles.
In this exclusive webinar, you’ll hear B2B expert Howard J. Sewell detail a pragmatic approach to ABM planning, execution, and orchestration. Step by step, Howard will show how to leverage the Opportunity-Based Marketing (OBM) Framework, a stage-based B2B demand marketing model, in determining the best tactics for your ABM initiative and how to measure ROI.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and what program tactics to implement for success.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
The buzz around account-based marketing is palpable. With covid even more, B2B marketers are implementing new ABM programmes. A further study from Demandbase and Integrate found that 83% of B2B marketers polled said their organisations would be spending more on ABM than last year.
Internal challenges
Managing ‘older’ mindset sales expectations of ready to talk shop MQLs.
Sales and Marketing Account Based alignment
How to use Content
Inflexible or diluted messaging
Flexible templating on ABM content
Enabling sales to deal with an ‘unstructured’ moment or opportunity
Marketing qualified intelligence
Targeting company by company
External challenges
Target audiences no longer have predictable daily routines for targeting.
Noise in the digital event space, email and inmail space.
ABM is a reflection of good relationship management practices that drive customer investment decisions.
Future growth will come down to how well you can activate your customer base, both prospective and existing, to drive sales.
Sales tools have evolved beyond just traditional CRM. Top performing sales teams are leveraging cutting edge technology to focus their sales efforts on the best prospects, arm themselves with the most up to date and relevant sales material, and reduce manual or repetitive tasks. Sales Technology enables sales teams to accelerate the sales cycle by doing things smarter, better and faster, and, ultimately, close more and higher quality deals.
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
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
From 2016, this presentation (a visual resume of sorts) explains what I can do for software companies as a writer, content marketer, product marketer and gives a brief overview of my skills and experience.
Outline:
- Hi, I'm Adam...
- What I do in a few bullets...
- A one page profile...
- I can help you achieve better outcomes by...
- Transition
- Almost 5 years ago...
- In those 5 years, I also...
- I just spent 6 months...
- On LinkedIn, over 60 co-workers say things like...
- A combination of 3 things make me unique...
- And, I am very passionate about 3 things...
- Before I was on my own, I worked for...
- And, co-workers said things like...
- While on Earth...
- In terms of leadership, I have...
- My results include...
- Here are some public work examples...
- Oh, I also really believe this...
- Thank you...
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
Achieve Account-Based Selling Goals Solving the Alignment DilemmaBarbara Giamanco
Presentation delivered on Day 1 of the 3 Day Sales Summit hosted by BrightTalk. The 9 presentations delivered over the 3 days is being delivered by me and my colleagues from The Sales Expert Channel.
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
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
Gleanster lead nurturing webinar- draft- 012411 finalSalesfusion
Join SalesFUSION for this in-depth review of the state of lead nurturing in a b2b environment. Includes research and best practices from leading b2b research firm, Gleanster and Principle Analyst, Ian Michiels.
The relationship between Sales and Marketing is changing. Download our Sales Enablement brief to learn how Marketing can accelerate the transition and transform their relationship with Sales by equipping them with the tools they need to identify and qualify prospects, understand needs, propose solutions and overcome obstacles.
In this exclusive webinar, you’ll hear B2B expert Howard J. Sewell detail a pragmatic approach to ABM planning, execution, and orchestration. Step by step, Howard will show how to leverage the Opportunity-Based Marketing (OBM) Framework, a stage-based B2B demand marketing model, in determining the best tactics for your ABM initiative and how to measure ROI.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and what program tactics to implement for success.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
The buzz around account-based marketing is palpable. With covid even more, B2B marketers are implementing new ABM programmes. A further study from Demandbase and Integrate found that 83% of B2B marketers polled said their organisations would be spending more on ABM than last year.
Internal challenges
Managing ‘older’ mindset sales expectations of ready to talk shop MQLs.
Sales and Marketing Account Based alignment
How to use Content
Inflexible or diluted messaging
Flexible templating on ABM content
Enabling sales to deal with an ‘unstructured’ moment or opportunity
Marketing qualified intelligence
Targeting company by company
External challenges
Target audiences no longer have predictable daily routines for targeting.
Noise in the digital event space, email and inmail space.
ABM is a reflection of good relationship management practices that drive customer investment decisions.
Future growth will come down to how well you can activate your customer base, both prospective and existing, to drive sales.
Sales tools have evolved beyond just traditional CRM. Top performing sales teams are leveraging cutting edge technology to focus their sales efforts on the best prospects, arm themselves with the most up to date and relevant sales material, and reduce manual or repetitive tasks. Sales Technology enables sales teams to accelerate the sales cycle by doing things smarter, better and faster, and, ultimately, close more and higher quality deals.
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
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
From 2016, this presentation (a visual resume of sorts) explains what I can do for software companies as a writer, content marketer, product marketer and gives a brief overview of my skills and experience.
Outline:
- Hi, I'm Adam...
- What I do in a few bullets...
- A one page profile...
- I can help you achieve better outcomes by...
- Transition
- Almost 5 years ago...
- In those 5 years, I also...
- I just spent 6 months...
- On LinkedIn, over 60 co-workers say things like...
- A combination of 3 things make me unique...
- And, I am very passionate about 3 things...
- Before I was on my own, I worked for...
- And, co-workers said things like...
- While on Earth...
- In terms of leadership, I have...
- My results include...
- Here are some public work examples...
- Oh, I also really believe this...
- Thank you...
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
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
SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relat...SugarCRM
Tim Price, Act-On
Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following:
Connecting revenue to the specific marketing channels and campaigns driving it
Integrating digital marketing and ecommerce systems
Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back
Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
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.
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
What you need to know to get started with marketing automation. Activate your sales funnel with drip campaigns and increase post sale revenue with automated on boarding/customer service. Includes vendor preview.
Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
1. Austin
Sal Abramo
Director of Marketing Operations
ThomsonReuters, Inc.
A Thomson Reuters Case Study
Fully Leveraging Marketing
Automation to Impact Revenue
2. Austin 2014 Modern Marketers Tour
Sal Abramo
Director Of Marketing Operations
3. About Me
3
Sal Abramo
• Director of Marketing Operations
• sal.abramo@thomsonreuters.com
• LinkedIn:
www.linkedin.com/in/salabramo/
• Topliners Member
• Multi-Eloqua Markie Award
Winner & Finalist
4. About Thomson Reuters
• Leading source of intelligent information
• 60,000 employees in more than 100 countries
• 2014 Revenue: US $12.9 Billion
4
5. “A 20-year business cycle in which the most successful enterprises
will reinvent themselves to systematically understand and serve
increasingly powerful customers.” - Forrester Research
Welcome to the Age Of the Customer
6. - Forrester Research
“75% of the buying process is
complete before a B2B prospect
contacts a company."
"In the discovery and
exploration phases
58% of B2B buyers are
searching references
provided by their peers"
- Forrester Research
“Reliance on knowledgeable
peer references has more than
doubled in the past 5 years.”
-SiriusDecisions
"28% of business-to-business
buyers share online vendor
marketing content with over
100 other people."
- CMO Council
7. Trends For 2014
• Data and analytics #1 focus of planned spend increase (61%)
• Lead conversion is the new obsession
• A multi-channel strategy that embraces mobile is a must
• Big data setting new expectations for measurement.
• Chief Marketing Technologist is a Must-Have (70%)
• Search, social media & community growing in importance
• Marketing budget increases as a % of revenue
– 10.6% average in 2013
– 98% report planned increase
7
Source: Gartner, 2013. Forrester, 2014. Deloitte University Press, 2014.
8. Agenda
• Sales & Marketing Alignment
– Roadmap to a mutually beneficial relationship
• Personas
– How to develop & use them the TR way
• Lead Scoring
– Fully leverage for better conversion & results
• Lead Nurturing
– Essentials to driving better campaign performance
• Marketing Measurement & Attribution
– Actionable insight for continuous improvement
8
10. Sales & Marketing Alignment
• Mutual agreement on:
– Definition, goals and success measures
– Lead scoring, opportunity management, action process…
– Targeted segments, sub-segments, accounts
– Campaign, selling plays and themes
– Budget priorities by region
• Jointly shape strategic account & deal acceleration planning
• No leads left behind - SLA foundation
– Establish a formal handoff process from marketing to sales
– Marketing is held accountable for quality & volume
– Sales is held accountable for rapid and complete follow-up
• Top-to-bottom - Automated lead tracking & processing
– Marketing retains visibility to results across the sales funnel
– The organization recognizes & agrees with claims of success
• Foster and strive for an environment of….Mutual Respect and cooperation
10
11. A Philosophy I Strongly Suggest You Pursue
If the data is not in
your CRM & MA systems,
it does not exist.
11
12. Agreement on Lead Definitions
What is a:
12
An individual who has expressed
an interest in us, and/or shows
ability and likelihood to do
business with us, and for whom
we have contact information
Target universe of potential
customers who meet product/
service segmentation criteria
Prospect
Lead
13. Agreement on Marketing & Sales Stage Definitions
• Contacts/Inquiries: A unique individual who has no or an
outdated level of qualification.
• MQL – Response Inquiry: A response from an individual to a
marketing campaign or someone who has taken proactive steps
to demonstrate interest in a message, product, offer, content or
service by either providing or confirming an email address.
Meeting base line scoring criteria. Also known as a hand-raiser.
• Sales Accepted Lead : Lead has been accepted by sales for
further development.
• SQL (Sales Qualified Lead): The primary individual associated
to a potential buying cycle that has been touched by an SR and
is ready to be forecasted.
• Won - Closed Business: A deal has been approved by a
customer and the customer has purchased.
13
14. Agreement on Lead Funnel Stages & Goals
14
Marketing
Activity
Campaigns
Raw
Inquiry
Nurture
Lead Scoring &
Routing
Not ready,
Nurture
MQL SQL
Converted
Nurture
Qualified
Not ready,
Nurture
Contact/
Account
Opportunity
16. What is a persona?
Representation of the attitudes, behaviors and beliefs of a user type
within a targeted demographic.
1. Who are our buyers?
2. Why do they buy?
3. How do they buy?
17. Why are personas important?
Same Message
+44% purchase intent
VP of Tax
VP of Tax
Tax Director
Tax Director
Tax Manager
Tax Manager
Create buyer personas to:
Better Indentify Targets
Improve Segmentation
Choose Relevant Content
Boost Results
20. What is lead scoring and why do it?
• Lead Scoring: A focus on generating a sales-ready
lead using an objective ranking of one lead against
another.
– Prioritizes leads based on prospects’ profile fit and level of
interest and helps sales zero in on the most promising leads
– Provides an objective measure of which prospects need
further nurturing, enabling marketing to concentrate efforts
– Helps align the right follow-up to the corresponding inquiry
– Increases deal close rates, company revenue and revenue
per deal
21. Focused Lead Scoring
What Should Be Scored?
Implicit (Digital Body Language)
• Email Open/Email Click
• Web Site
– Specific Page (+/1)
– Return
• Content Interaction
• Activity Velocity
Explicit
• Lead Source
• Demographics (job role,
buyer persona, company size,
location, department)
• BANT Questions/Progressive
Profiling
• Existing Customer or Account
22. Lead Scoring Pilot
• Get feedback from Sales on Scoring criteria
• Send Sales all leads with lead ratings
• Have a pilot team evaluate lead scoring:
22
24. Effective Lead Nurturing
• Fully Leverage the Power of Marketing Automation
• Persona-Focused Valuable Content
• Segmentation
– The Buyers Journey/Journey Mapping
• Forms
– Smart Forms & Blind Forms
• Up Qualify With Tracks & Plays
– Pain Points, Pricing, Features, Value, Industry…..
25. Nurture Plays & Tracks
Stage 2: Keeping Up
With VAT Compliance
Stage 3: Avoiding Audit
Exposure
Stage 4: Thank You
& On-Demand
Follow-Up
Stage 1: How to Transform
Big Data
A Nurture Program Mapped To The Buyers Journey
26. 3 Essentials To Drive Nurturing Results
1. Strong Content: Valued persona-driven content they can use
2. Automating your approach and processes
• Moving leads to next buying cycle as they engage
• Use surveys & multiple choice qualifying questions
• Integrate tele-prospecting and phone touch
• Fully leverage and automate forms
• A/B & multi-variant testing critical
3. Focused Lead Scoring
• Implicit: data on an action, digital body language
• Explicit: demos, or BANT qualification
26
28. Blind Forms
Identifies a contact by their
email address and submits a
blind form in the background
to further segment and qualify
the prospect
28
Increased
Newsletter
Leads by 75%!
30. #eloquatour
28% Increase in leads
sent to Sales
72% Reduction in time
taken to convert leads
into opportunities
185% Increase in revenue
attributed to Marketing
@Dan_Allis
Results
31. Lessons Learned
• Sales and marketing alignment central to success – a shared understanding of the
buying process is critical – establishment of SLA’s great first step
• Marketing automation will not fix broken sales and marketing processes – stuck in
batch and blast, hunch based, outbound only processes …..simply do not work
• Highly targeted, valued content, personalized, right person, right time, right message
is critical……always oriented to a clear call to action
• A healthy, ever-growing and engaged database is core to success – focus on opt-in,
white listed, targeted nurturing with all content sent of high-value
• Customer and prospect engagement happens on many dimensions, face to face
with outside sales, over the web, via social media, telemarketing, physical
events…contacts are not just sitting around waiting for the next email
• Always keep demand type front and center…new concept, new paradigm, focused
at existing customers, established market...etc. Is the task fishing or farming?
• Reduce waste by targeting as tightly as possible ….think personalized and tailored
• Development of personas is key to segment and engage targeted audiences
• Examine and align the sales process to The Buyers Journey – always seek better
ways to engage with targets
31