It's a great time to be a marketer. We are finally feeling a positive shift in the work we do, the results we can drive, and the influence we can wield with the help of tools like marketing automation and personalization. But at the same time, many of us are still reliant on dated, disparate, and otherwise discrepant CRM tools & data. In this session, we'll take a look at some of the most common challenges, the most useful solutions, and the most interesting ideas in how you can command results in using your CRM and marketing automation tools together.
This presentation was given by Jeff Russo, HubSpot's Senior Product Marketing Manager of Marketing Automation & Sales Products, at NEDMA's 2014 Marketing Technology Summit.
With CRM quickly becoming an integral part of organizational infrastructures, you need answers to the "what, who, when, where, why, and how” questions about CRM: What is CRM? Who needs it? When will I be ready? Where can I get the information I need to evaluate what's right for me? Why use Sage? How will CRM impact my organization? We will answer these questions and show you that CRM is no longer a wish list item – it's an absolute requirement to compete and thrice in a world driven by business 2.0 practices.
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.
10 Sanity-checks for Efficient Data Management CRMT Digital
Marketers know that data is important yet it isn’t always the most appealing aspect of marketing for creative individuals. Everyone knows how important it is, but nobody wants to deal with it. Like it or not, data is crucial, the lifeblood of campaign success or failure. Without it, marketing automation will not deliver awesomeness. Here are ten things you need to remember in order to manage your data efficiently and keep your sanity while doing so.
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.
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
This Mindmatrix presentation on sales enablement offers a step-by-step process for enabling your direct sales teams. Watch this presentation to learn-
-Why is sales enablement is so important?
-What does direct sales enablement involve?
-Why is it time to move beyond traditional marketing automation and CRMs?
-What are the 12 steps to holistic sales enablement
With CRM quickly becoming an integral part of organizational infrastructures, you need answers to the "what, who, when, where, why, and how” questions about CRM: What is CRM? Who needs it? When will I be ready? Where can I get the information I need to evaluate what's right for me? Why use Sage? How will CRM impact my organization? We will answer these questions and show you that CRM is no longer a wish list item – it's an absolute requirement to compete and thrice in a world driven by business 2.0 practices.
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.
10 Sanity-checks for Efficient Data Management CRMT Digital
Marketers know that data is important yet it isn’t always the most appealing aspect of marketing for creative individuals. Everyone knows how important it is, but nobody wants to deal with it. Like it or not, data is crucial, the lifeblood of campaign success or failure. Without it, marketing automation will not deliver awesomeness. Here are ten things you need to remember in order to manage your data efficiently and keep your sanity while doing so.
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.
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
This Mindmatrix presentation on sales enablement offers a step-by-step process for enabling your direct sales teams. Watch this presentation to learn-
-Why is sales enablement is so important?
-What does direct sales enablement involve?
-Why is it time to move beyond traditional marketing automation and CRMs?
-What are the 12 steps to holistic sales enablement
This sales proposal was created for my Mkt 383 Analytical Sales class. My group and I played the role of our company being Salesforce, and created a sales proposal to 3M. We ended up finishing in the top 2 of our class.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
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.
For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com
Grant Pattison, Senior Manager, Marketing & Technologist at IAG Commercial discussing Embracing Your Inner Marketing Technologist to Bridge the Martech Divide at the CMO ANZ Summit 2015.
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
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 (link sends e-mail) to make a content request.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
White Paper: successful with marketing automationrun_frictionless
Marketing automation is more than merely automating your workflows, even though – as the name suggests – this clearly is the point. However, if you just do what you are doing now but with the help of a fancy tool, the results will not be that dierent. Nor does marketing automation mean mass marketing, i. e. providing the same content to all the leads you have got, regardless of their engagement history, progression in the sales process, or preferences, and hoping some will bite
https://runfrictionless.com/b2b-white-paper-service/
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
Learn how to use data-driven strategies to increase sales productivity by focusing reps on where they are most likely to have success.
FIND WHITE SPACE
Understand what’s likely to close and what’s not.
REDEFINE SQL
Leverage your predictive data to redefine what constitutes a Sales Qualified Lead.
ALIGN WITH MARKETING
Communicate trends across SQLs and closed-won business to Marketing.
MEASURE SUCCESS
Update your metrics to make sure you’re incentivizing revenue generating activity.
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
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 (link sends e-mail) to make a content request.
Vortrag gehalten bei factory42 GmbH, dem Spezialisten für die Optimierung von Kundenprozessen in Marketing, Vertrieb und Service durch innovative Cloud Anwendungen.
This sales proposal was created for my Mkt 383 Analytical Sales class. My group and I played the role of our company being Salesforce, and created a sales proposal to 3M. We ended up finishing in the top 2 of our class.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
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.
For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com
Grant Pattison, Senior Manager, Marketing & Technologist at IAG Commercial discussing Embracing Your Inner Marketing Technologist to Bridge the Martech Divide at the CMO ANZ Summit 2015.
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
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 (link sends e-mail) to make a content request.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
White Paper: successful with marketing automationrun_frictionless
Marketing automation is more than merely automating your workflows, even though – as the name suggests – this clearly is the point. However, if you just do what you are doing now but with the help of a fancy tool, the results will not be that dierent. Nor does marketing automation mean mass marketing, i. e. providing the same content to all the leads you have got, regardless of their engagement history, progression in the sales process, or preferences, and hoping some will bite
https://runfrictionless.com/b2b-white-paper-service/
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
Learn how to use data-driven strategies to increase sales productivity by focusing reps on where they are most likely to have success.
FIND WHITE SPACE
Understand what’s likely to close and what’s not.
REDEFINE SQL
Leverage your predictive data to redefine what constitutes a Sales Qualified Lead.
ALIGN WITH MARKETING
Communicate trends across SQLs and closed-won business to Marketing.
MEASURE SUCCESS
Update your metrics to make sure you’re incentivizing revenue generating activity.
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
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 (link sends e-mail) to make a content request.
Vortrag gehalten bei factory42 GmbH, dem Spezialisten für die Optimierung von Kundenprozessen in Marketing, Vertrieb und Service durch innovative Cloud Anwendungen.
Ангстрем — единственный нормальный конвертер единиц и валют в Апсторе. Объясню, почему. Базовый принцип дизайна, процесс, детали, дизайн-хаки и система стилей.
http://2014.404fest.ru/reports/angstrom/
BDI- The Beginning (Big data training in Coimbatore)Ashok Rangaswamy
The main objective of “Big Data intelligence” is to understand all of us better to predict the future. Be it 4 billion google queries a day or 1 billion FB users, we need smarter AI algorithms to learn and connect the dots from the ocean of data. With massive parallelism and Map-Reduce techniques, millions of servers take us one step closer to the “Turing’s Intelligent machine”. Near AI success stories are google, facebook, twitter, youtube and Amazon. Let's begin our journey by knowing big hype, big dreams of 50's , big laws, big growth and basic operations to extract big data intelligence.For more information on Big Data training in coimbatore, please visit https://bigzettab.wordpress.com/ . - Prof. Ashok.R, +91-9943900101, ashok@zettab.com.
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
How to Understand Your Customer Better with the Right Data and ToolsRBA
Today, with so many tools for marketers, it's hard to know which ones will give you the right data and insight to make the right decisions. Wouldn’t it be great if everything you wanted to know about your customer was in a single system? RBA’s Eric Raarup and Bob Lam presented on this topic at the Integrated Marketing Summit in Minneapolis.
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.
Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.
In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.
How to Align Demand Gen and Inside Sales (to Close More Deals)Sales Hacker
What You'll Learn:
- RingCentral success path to revenue
- High impact buying signals, lead routing and outreach cadences
- Importance of data accuracy and optimization
- Benchmark metrics for entire sales funnel
5 WAYS TO CREATE AND MANAGE B2B DATABASE EFFECTIVELYtechnodatagroup
In today's business scenario, budgets are static while goals are increasing. As a B2B marketer with big growth goals, you need to focus on the markets that matter.
5 WAYS TO CREATE AND MANAGE B2B DATABASE EFFECTIVELYtechnodatagroup
In today's business scenario, budgets are static while goals are increasing. As a B2B marketer with big growth goals, you need to focus on the markets that matter.
This article offers works as a guide that will give you actionable steps and preferred business practices for B2B marketing professionals. Run the following practices in comparison to your old traditional methods and see the difference for yourself:
5 WAYS TO CREATE AND MANAGE B2B DATABASE EFFECTIVELYtechnodatagroup
In today's business scenario, budgets are static while goals are increasing. As a B2B marketer with big growth goals, you need to focus on the markets that matter.
This article offers works as a guide that will give you actionable steps and preferred business practices for B2B marketing professionals. Run the following practices in comparison to your old traditional methods and see the difference for yourself:
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
The book The Effortless Experience provides valuable insights into drivers of customer loyalty and disloyalty. The information is counter to what has traditionally been well-accepted practices in business. It's critical for Customer Success practitioners to understand the correlation between customer effort and loyalty in support of customer acquisition and retention goals.
Similar to MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo (20)
Using new tools such as :If This Then That" to add followers to networking on LinkedIn, Ellen is a skeptical, but early adopter of technology and believes in harnessing the internet to spread your messages and grow your community.
I think it's safe to say that Instagram isn't going away. It's no longer about the duck faced selfie, and all about the creative ways to weave in subtle branding within a powerful image. With over 400 million users, people from all over the world are logging in to share ordinary content in an extraordinary way - are you tapping into them? It's becoming clear that in order to run a successful marketing campaign today, businesses must deliver top notch visuals that reflect their users interests and personalities. This talk will cover a couple tips and tricks on how to grow your follower base with true fans, how to find your new brand advocates and how to make your businesses Instagram account work for you.
While there's an art and a science to success on social media, there's also a psychology about it all that brands should study closely. Which topics and themes are popular with almost everyone on Twitter, Facebook and Instagram? What can you say or show that will command the undivided attention of your fans, followers and friends? The brand that portrays itself as interesting, entertaining and fun proves it has a personality, not just a pulse, and finds common ground with its audience.
By now, most organizations have taken the first step in marketing automation, acquiring an enterprise class marketing automation system such as Act-On, Eloqua, Marketo, Aprimo or Pardot. However, very few organizations are actually taking advantage of the rich features these platforms offer. So while marketers aspire to leverage triggered events to launch timely customized nurture campaigns, the majority of outbound email from the systems is the same old batch and blast email programs of the past. Many are stuck figuring out where to start.
This presentation will teach you the approach to quickly launch marketing automation nurture campaigns without getting bogged down by overthinking the process. Topics covered include:
- The possible ROI of great nurture programs.
- The components of marketing automation campaigns that go beyond email.
- How to visualize and plan triggered events and nurture programs.
- Tips and best practices to boost ROI.
- Blending nurture with customized site calls to action and media based retargeting.
This presentation was given by Harry Gold, CEO of Overdrive Interactive, at NEDMA's 2015 Annual Conference.
The role of 'modern marketer' often means juggling multiple social channels and wearing too many hats. Meanwhile, customers are looking to social media to be educated and inspired, not pitched and prodded. View this presentation to learn how to use Twitter, content and community to further your B2B business goals. You’ll learn “guerrilla” Twitter marketing techniques, practical tips for building a community around your brand and how to use original and third-party content to earn trust and influence followers.
This presentation was given by Justine Jordan, Marketing Manager at Litmus, and Lauren Smith, Content Marketing Manager at Litmus, at NEDMA's 2015 Annual Conference.
In today’s digital world, the average person is exposed to over 3,000 marketing messages a day, most of which are immediately forgotten. Regardless of whether you’re a national business, a small mom and pop shop, or a local nonprofit organization, that’s a problem. So how can your organization succeed in creating a lasting impression? Learn how to use the art of storytelling to engage with your target audience and find success in the modern world regardless of the size of your organization, industry, or goals. When it comes down to it, there’s nothing our brains crave more than a well-crafted, captivating story. So if you’re ready to increase sales and engage your listeners, it’s time to forgo some of the data and start using storytelling to make a personal connection with your clients and donors.
This presentation was given by John Foley, Jr., CEO/CEO of interlinkONE and Grow Socially, at NEDMA's 2015 Annual Conference.
As marketers, we know inbound marketing consists of many disparate channels. But which ones will be most effective for our target audience? How do we know which ones to utilize first? What exactly is the goal we are hoping to accomplish? When it comes to campaign planning, these are all mission-critical questions we must answer if we want to successfully generate leads and nurture them into paying customers. In this presentation, Michael F. Griffin explains the best strategic approach to planning and executing an effective, cross-channel inbound marketing campaign.
This presentation was given by Michael F. Griffin, Implementation Specialist at HubSpot, at NEDMA's 2015 Annual Conference.
The explosion of content marketing has created new opportunities for marketers to take back control of their brands and the way that consumers interact with them prior to engagement. This presentation will review new methods by which marketers are using content marketing in conjunction with marketing automation to develop consumer interest and protect consumer engagement from competitive infiltration. Focusing on an in depth analysis of direct mail and email marketing campaigns, marketers will learn marketing best practices that will drive brand awareness and credibility while attracting, engaging, nurturing, and converting more leads, customers, and fans.
What will you learn from this presentation?
- How the desire of consumers to research online prior to brand engagement has created an opportunity for brands to generate organic leads
- Best practices for brands to retain consumers in their marketing funnels and not lose them to competitive efforts
- Actionable strategies and creative tips on how to maximize their brand’s marketing campaigns using powerful cross-‐channel marketing automation tools and effective content marketing
This presentation was given by Dennis Kelly, CEO at Boignet, at NEDMA's 2015 Annual Conference.
Like trying to force a square peg into a round hole, many brands are still trying to use the same strategies and tactics that work in traditional marketing channels on social media. They’re learning the hard way that instead of being followed and liked for their conversation and candor, they’re being overlooked and ignored because of their corporate speak and sales jargon. People want to do business with people, after all. In this presentation, you’ll learn not just how important it is to show the human side of your brand on social media, but a number of proven best practices for building a loyal, engaged audience there.
This presentation was given by Bob Cargill, Director of Social Media at Overdrive Interactive, and Amanda Fakhreddine, Senior Social Media Strategist at Akamai Technologies, at NEDMA's 2015 Annual Conference.
The emerging field of decision-science will soon have a game-changing effect on how marketers communicate. More and more evidence is uncovered every day by social scientists, neuroscientists, and behavioral economists that proves people are hard-wired to behave in certain ways. Even though customers THINK they are in control, the fact is they make UP TO 95% of their purchase decisions subconsciously – automatically and instinctively. And these automatic behaviors can be prompted! This has huge implications for how we market – how we design pages and online ads, structure offers, write subject lines and content, etc. By injecting these proven principles of social science into our digital/social creative, we can increase engagement and response. This presentation will explore how to incorporate this emerging field into the work of interactive marketers – leveraging surprisingly persuasive scientific principles like choice architecture, priming, loss aversion & cognitive fluency.
This presentation was given by Nancy Harhut, Chief Creative Officer of Wilde Agency, at NEDMA's 2015 Annual Conference.
Learn the latest in print technology: RFID technology embedded in paper. As costs for RFID and NFC tags continue to decrease, and phone manufacturers incorporate NFC capabilities into their products, RFID is being embraced in marketing campaigns, products, and events across the world. RFID in marketing brings a certain level of interaction to campaigns. Whereas traditional advertising campaigns push a message onto the consumer, interactive campaigns invite the consumer to engage with the brand.
Consumers have their smartphones or tablets in hand all the time. NFC (Near Field Communications) is a technology that invites consumers to connect directly with your advertisements, signage, displays, and other printed communications. NFC shortens the distance between inquiry and action. It lets customers spend more time engaging and making purchases through an interactive experience rather than just visiting a static web page.
This presentation was given by Brook Spaulding, Principal of Verivis Consulting, and Mariah Hunt, Owner of Hunt Direct, at NEDMA's 2015 Annual Conference.
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
This presentation was given by Karl Wirth, Marketo's Director of Product Marketing, at NEDMA's 2014 Marketing Technology Summit.
In response to the marketplace, leading marketing automation vendors are expanding beyond their original goal of providing a front end lead generation platform and beginning to augment their offerings to enable customer-centric, multichannel, personalized marketing across all stages of the Customer Life Cycle.
This session will explore how marketing automation can be used to track and report digital behavior across all channels and across all stages of the customer lifecycle – from attracting to capturing to nurturing to converting and finally to expanding the customer relationship.
This presentation was given by Linda West, Act-On Software's Group Manager of Demand Generation, at NEDMA's 2014 Marketing Technology Summit.
Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.
This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.
Learn how direct response marketers are adapting their strategies, growing revenue and beating their competition as their audience moves to mobile. Attendees will hear case studies highlighting best practices for lead generation, click-to-call and mobile commerce, and will learn successful strategies on how to apply direct response techniques in the mobile world.
This presentation was given by Ted McNulty, Millennial Media's Senior Director of Performance Sales, at NEDMA's 2014 Marketing Technology Summit.
Ancient alchemists spent centuries in search of a way to turn lead (the metal even Superman can't see through) into something a little more valuable. We marketers have always tried to do the same thing - transform thousands of possible buyers into qualified prospects whom we manage to convince to line our pockets with gold. Frankly, our track record’s better, especially if you follow these four simple steps.
This presentation was given by Mac McIntosh, AcquireB2B's President, at NEDMA's 2014 Marketing Technology Summit.
For those companies looking to improve personalization, success depends upon both technology and technique. Enterprise personalization done well will be a key differentiator in this age of the consumer, but given the overwhelming volumes of digital data flowing into your organization, it is not easy. Learn the three key ingredients needed to drive personalization and ultimately increase customer engagement.
This presentation was given by Susan Connors, Quaero's EVP of Consumer Solutions, at NEDMA's 2014 Marketing Technology Summit.
Today, most businesses, brands and individual professionals are using social media in some way, shape or form to communicate with their customers, prospects, colleagues and peers.
What about you? Have you established a solid presence on Twitter, Facebook, LinkedIn and other such online communication channels? Are you up to speed on the latest tools, technologies and tactics? Do you know how to stand out among the clutter of competing messages in this space? Are you able to attract enough likes, comments, shares, mentions and clicks to justify your investment of time and talent in this area?
Those are just a few of the questions that will be answered during this lively, hands-on workshop during which time you'll have the opportunity to set up and optimize your own social media accounts (as desired). You'll receive as much personal, individualized attention from our presenter(s) as time permits.
You'll learn:
* Which social media tools and technologies are trending
* How to use social media to position your brand in the most favorable way possible
* Why social media is so essential to successful marketing today
* How both big name brands and relatively obscure SMBs are incorporating social media into their integrated marketing plans
* What types of content fare best across the social media landscape
Content marketing and lead nurturing are all the buzz... but how do you get started, increase the lifetime value of your content and develop more content? Once your content is in the marketplace, what's the best view to analyze results? This presentation explores these two questions and much more.
This presentation was given by Jane Buck, Director of Customer Acquisition at Dyn, at NEDMA's Annual Conference on May 14, 2014.
More from New England Direct Marketing Association (20)
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
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>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
5. CRM & Marketing Integrations: Ideal vs. Reality
n
IDEAL REALITY
6. Finishing up a data
cleansing project
Instrumenting a way
to sell a new product
Testing a new lead
scoring algorithm
Checking progress
on key leads in CRM
Building out new
fields in CRM
9. Data oriented challenges facing marketers
Marketers are having trouble making
sense out of all the data they collect.
How satisfied are you with the
amount of information your
marketing automation toolset
captures on your prospects?
Very Satisfied
68%
24%
Neutral
8%
Dissatisfied
10. Data oriented challenges facing marketers
Marketers are having trouble making
sense out of all the data they collect.
After the hand-off to sales occurs,
how does your communication to a
prospect change?
6%
Frequency increases substantially
15%
Stays the same
43%
Frequency decreases substantially
Marketers feel like they have little insight
into progress during the sales process.
37%
Marketing communication stops
11. Data oriented challenges facing marketers
Marketers are having trouble making
sense out of all the data they collect.
Marketers feel like they have little insight
into progress during the sales process.
“My sales team doesn’t want me to
interfere with an active sales process.”
“It’s too easy for marketing emails to
seem out of sync with what’s going
on between the lead and the rep.”
12. Data oriented challenges facing marketers
Marketers are skeptical of the quality
of data in their CRM system.
How confident are you that
most or all of the lead and customer
data in your CRM is
accurate and up to date?
18%
Mostly confident
31%
Neutral
Mostly unconfident
42%
Marketers are having trouble making
sense out of all the data they collect.
Marketers feel like they have little insight
into progress during the sales process.
9%
Not sure
13. Data oriented challenges facing marketers
Marketers are having trouble making
sense out of all the data they collect.
Marketers feel like they have little insight
into progress during the sales process.
Marketers are skeptical of the quality
of data in their CRM system.
“The thought of personalizing our
emails with the data in our CRM
system TERRIFIES
me. I don’t know
where it came from, or how long it’s
been in there.”
15. Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to
actionable data on their prospects.
What kind of information do you
usually have about a prospect before
reaching out?
WEBSITE
HISTORY OTHER
PHONE EMAIL NAME
SOCIAL
DATA
47%
36%
74%
8%
72%
80%
16. Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to
actionable data on their prospects.
“Our CRM system has a lot of
marketing data in it, but it’s a lot to sort
through before I get on a call.”
“It’s information overload when I look at
all the data we’ve got on an average
lead… I don’t know how to pick out
what’s useful.”
17. Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to
actionable data on their prospects.
Salespeople spend an inordinate amount of
time on manual data entry & CRM tasks.
18. Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to
actionable data on their prospects.
Salespeople spend an inordinate amount of
time on manual data entry & CRM tasks.
Salespeople don’t understand the cadence
of marketing communication with leads.
Which of the following statements best
describes your understanding of how
your marketing team communicates
with leads & prospects?
19%
It’s well documented and I have a general understanding
47%
I know what bits and pieces of their communications look like
24%
I know what bits and pieces of their communications look like
10%
Other or not applicable
21. Challenge:
turning all the data across marketing
automation & CRM into something
actionable is hard.
Solution:
Use automation to turn volumes of
data into single-line insights.
23. Use automation to
turn volumes of data
into single-line insights.
If content downloaded
is equal to product whitepaper
set property lifecycle stage
to marketing qualified lead
24. Use automation to
turn volumes of data
into single-line insights.
If
last contacted date
is equal to
never contacted < 30 days > 30 days
set “level of sales
engagement” to
set “level of sales
engagement” to
set “level of sales
engagement” to
never engaged engaged stalled
25. Lead
Score
73
Use automation to
turn volumes of data
into single-line insights.
Lead Score
73
Lifecycle Stage
SQL
Sales Engagement Level
Engaged
Likely Product Interest
Server Switches
26. Challenge:
CRM data accuracy is always a concern.
Solution:
Start including confidence
levels in your CRM data.
27. Start including
confidence levels
in your CRM data.
Product Interest
Server Switches (auto
set)
Server Switches (manually set)
Server Cables (auto set)
Server Cables (manually set)
Server Buses (auto set)
Server Buses (manually set)
29. Challenge:
Salespeople don’t have full access to
actionable data on their prospects.
Solution:
Share the right data with your sales
team at the right time.
30. Share the right data
with your sales team
at the right time.
31. Share the right data
with your sales team
at the right time.
32. Challenge:
Marketers and salespeople don’t
understand what one another are up to.
Solution:
Get serious about segmenting
your lead and customer data.
34. Get serious about how
you segment your
lead and customer data. Marketing Event
Oriented
Campaigns centered
around marketing events
Mostly static content
Recent contacts only,
no larger strategy
35. Get serious about how
you segment your
lead and customer data.
Persona & Stage
Marketing Event Oriented
Event-centric and re-engagement
campaigns
Content personalized by
persona & stage
Strategy for recent &
past leads
Oriented
Campaigns centered
around marketing events
Mostly static content
Recent contacts only,
no larger strategy
36. Get serious about how
you segment your
lead and customer data.
Persona & Stage
Oriented
Event-centric and re-engagement
campaigns
Content personalized by
persona & stage
Strategy for recent &
past leads
Full
Lifecycle
Campaigns for every
stage of the lifecycle
Content personalized by
persona, stage, event
Metrics & efforts all
aligned to segments
Marketing Event
Oriented
Campaigns centered
around marketing events
Mostly static content
Recent contacts only,
no larger strategy
37. Get serious about how
you segment your
lead and customer data.
Goal:
Product Activation
Goal:
Consistent Usage
Goal:
Lead > Customer
Goal:
Retention
Recognized
by the entire
organization
Goals & metrics
associated with
every stage
All campaigns
& efforts tied to
a stage
41. Challenge:
Marketers and salespeople don’t
understand what one another are up to.
Solution:
settle on a common language
around your funnel.
42. Settle on a common
framework and language
around your funnel.
Goal:
Product
Activation
Stage Qualified - Corporate Team
Goal:
Consistent
Usage
Goal:
Lead >
Customer
Goal:
Retention
48. 10 YEARS AGO
TODAY
CMO tenure has nearly
doubled in length since 2006.
SPENCER STUART, MARCH 2014
CMOs will outspend CIOs on
technology by 2017.
GARTNER RESEARCH, 2012
• Unable to articulate
value we provide
• No ownership over
key metrics or data
51. Enjoy the presentation?
Learn more about !
Marketing & Sales Software
from HubSpot >>
http://hubs.ly/y0hwh10 http://hubs.ly/y0hwhX0
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Editor's Notes
It’s pretty clear there’s plenty of data to go around in many organizations, but marketers and salespeople alike have a hard time leveraging it, in a lot of cases because there’s just so much of it.
It’s understandably tough to look at what’s oftentimes hundreds, maybe thousands of pieces of behavioral data that you are capturing in HubSpot, Marketo, Pardot, whoever your vendor of choice may be - data like which pages a prospect has viewed on your website, which emails they’ve opened, which content offers they’ve maybe clicked on - and really make coherent sense out of all that data.
It’s hard for us as marketers, it’s especially hard for salespeople who are more strapped for time and are oftentimes seeing all of this data wrestled into a CRM system that doesn’t do as good a job of displaying all of that data in a logical way.
One solution to this kind of problem is to use marketing automation to reduce all of that data to some bite sized insights you can use to tailor your marketing communications, and that your sales team can digest quickly to tailor their conversations on the phone.
First example - most all marketing automation systems will capture the full page view history of a known lead or prospect, The trouble is, there’s oftentimes hundreds of page views and other data points in the mix. And while you can scroll through all that data, we as marketers aren’t typically in the business of doing that, and let’s be honest, our sales counterparts aren’t likely to devote a lot of time to something like that either.
But that data is just too good to pass up. So a relatively easy solution that’s possible in pretty much every major automation platform is to set up some logic that uses a prospects’ page view history to make an educated guess about their specific needs or interests. If they’ve visited the product page for product X once, and product Y 5 times, use that to populate a “likely product interest” field.
You can use this technique to sniff out a lot of important details. For example, if classifying your prospects by industry is important and that isn’t a detail you are capturing via form, start using a prospects’ page view history to deduce their industry where you can.
That’s hugely useful information in tailoring your communication with a prospect. I might use this in subtle ways - for example, as a marketer, if I’m nurturing an earlier stage lead with thought leadership oriented content, being able to classify that prospect by industry when I haven’t necessarily yet asked for that detail, or knowing which of my products they’ve demonstrated an early interest in can allow me to do some subtle personalization. A secondary call to action in that content may offer up more information about that product specifically, or it may just be some subtle changes to the language I use to make it more specific to that prospect.
For my sales team, they can start to personalize their conversations with that prospect in a similar way. They can go into a call with a better sense of what to expect.
Another example - using automation to advance a prospects’ funnel stage, lifecycle stage, whatever you use to classify where an individual lead is in your marketing and sales process.
If there are certain pages on your website that are clear hints that a prospect is ready to talk to sales, use that information to trigger a stage change in your CRM. I’ll give you a quick example, at HubSpot, we classify any kind of content offer or download that is mostly product-centric as what we call an “MQL event” - a marketing qualified lead event.
If a prospect downloads one of those pieces of content, they’ve demonstrated an interest in our product, so we advance their stage from lead to marketing qualified lead, at which point that lead ends up on the radar of a salesperson.
One more example of using this technique - level of sales engagement. This is more of an interesting field for marketing, as it takes a few different inputs and uses them to tell me as a marketer what the reality is of this leads’ contact with sales. I could wade through a lot of data to figure this out, but it’s easier and it’s a lot more useful for me and everyone on my marketing team when it’s a single line insight.
How this works is pretty simple. If a salesperson has never logged a successful email or call, they are considered to be “never engaged”. If there’s been active engagement within the last 30 days, they are considered to be engaged. If there hasn’t been engagement in longer, they are said to be stalled.
This is a simple example, and you’ll want to tweak the timing and the definitions to make sense for your organization, but it’s a useful morsel of data that impacts how our marketing team communicates with leads after they’ve been handed off to the sales team, and makes sure that those communications are in context.
A more simplistic technique that gets a lot of airtime is lead scoring. It’s a useful tactic, especially in scenarios where you have a large volume of leads and your sales team needs help prioritizing the leads they are going to call, leads coring can be very helpful.
But thats really one small part of the equation. The most common feedback I hear from sales folks - and a lot of them give a similar response when asked of their opinion of lead scoring - is that it’s incredibly opaque. Marketing says I should follow up with this lead, but I want to know why.
So lead scoring is definitely useful, but it’s much more useful when it comes along with a few summary points on a leads’ interests.
So all in all, I’d implore you to look for new ways to use marketing automation to reduce all of the data you collect, your sales team collects, into something that’s a lot more digestable for both teams. It will help you get more out of the data you are collecting, and it’s a great way to better align with your sales team by giving them something that they’ll undoubtedly find useful. It may take them time to warm up to it, or admit it, but they will.
An important topic that I don't want to overlook is accuracy. And we saw a minute ago that in general, marketers are skeptical of the quality of their CRM data.
And, clearly, whenever we are talking about making educated guesses about a prospects’ interests, accuracy becomes a question, because we aren’t likely going to be 100% right. This is one of the reasons why a lot of people don’t do it.
But less than 100% accuracy is actually usually fine if you are mindful of this in how you use that insight.
If I’m using a prospect’s likely product interest to tailor the nurturing emails they are receiving, it may only be a part of the message and not the overarching topic of the entire email. If I’m a sales rep and I’m going to initiate a conversation, I may be a bit more tactful in using that insight to tailor my message.
An easy way to control for this is to just include the confidence level right alongside any field data in your CRM system. If an insight is set by the system automatically, we denote right in the field that the property was auto-set. That gives a quick hint to anyone on our marketing team or anyone on our sales team whose going to use that insight that it was auto-set.
As a marketer, when I’m building out email content for prospects who have demonstrated interest in a specific product, I may make it a little more subtle in my message for prospects who have had that field auto set versus prospects who have had that field set manually by a salesperson whose actually had a conversation with them. I may even seek confirmation of their actual product interest by offering up further calls to action about that particular product.
For certain pieces of data that your sales team collects or your marketing automation system collects that are particularly critical, you may want to capture the last date that piece of data was updated if your system doesn’t do this automatically. For example, I talked about “MQL event” a minute ago - a field we use at HubSpot to denote what that piece of content was that made an individual lead worthy of follow up by a salesperson.
Because this is something our marketing team relies pretty heavily on to personalize nurturing, and because it’s often a field our sales team uses to decide how they’ll approach a first direct interaction with a lead, making sure it’s up to date is important. So we capture the date that field was set in a field that sits right alongside the MQL event.
A few minutes ago we saw that a lot of salespeople feel like they don’t have actionable data on their prospects. We talked about summing up a lot of the data in your marketing automation or CRM system, but it’s also important to think about when and how you surface that information to your sales team.
When something important happens, something that warrants immediate follow up - maybe a highly active prospect hits a contact sales button, maybe an existing customer views a cancellation page on your website - when does it make sense to proactively notify the right person on your team to follow up?
Here’s a quick example of one such instance. Something we learned over the years at HubSpot is that a prospects’ first visit to our pricing page isn’t all that interesting. A lot of people visit our pricing page early in the decision making process just to get a ballpark understanding of what our product costs.
But when some time has gone by, and a prospect who is already engaged with some of our product oriented content visits the pricing page for a second time, that warrants a proactive notification to the salesperson, because it’s a strong indication of intent to make a purchase.
So, this is one of a few instances where we the marketing team will go out and proactively notify our sales team about an event, and in this case, we do it by email. We’ll send along some pertinent details so the rep can follow up quickly - the obvious stuff like name, company, email, phone - and some details about their most recent interactions. When were they last on our site? What was that original thing that first brought them to our website?
It’s an easy way for us to tee up our sales team to have a positive interaction at exactly the right moment.
One more - Here’s a great example of a notification email letting a rep know that one of their active opportunities attended a marketing webinar. Probably something a rep would want to know about. The reason why I like this email is that it’s short and sweet, and it gives the rep a lot of context about the marketing event - in this case, the webinar - so that they can have an educated conversation with the prospect the next time they have a discussion.
One thing to keep in mind - It’s important to be mindful of the signal to noise ratio here. If you send a lot of these, your sales team will quickly learn to tune them out. I always recommend setting yourself to receive these kind of alerts on behalf of a typical rep on your team before you roll it out more widely.
Let’s move on to another meaty topic that relates to automation & CRM - how you segment your database. I spend a lot of time talking to marketers about how they think about segmenting their databases, because it’s a tough nut to crack, and there isn’t necessarily always a clearly right or wrong way to be doing it.
Effective segmentation also has the potential to solve one of the challenges we talked about earlier - that marketers and salespeople in a lot of cases don’t have an agreed upon set of stages or processes that everyone understands. And as a result, the left hand often feels like it doesn’t know what the right hand is up to, and vice versa.
Ideally, your segmentation strategy would touch every stage of the customer lifecycle, and take data from many different places into account - your marketing automation platform, your CRM system, support tools, and beyond. As a marketer, having a well documented segmentation strategy is also a great way to map out all of the metrics you track and all of the efforts you engage in. You’ll see what I mean by that in a minute.
But first, out of all the people I talk to about segmentation, they typically fall into one of three buckets.
First, most marketers fit into the category of really just segmenting around marketing events a prospect has engaged in. They’ll have some segments and a nurturing flow running for the campaign they are currently executing, and maybe for a few of the conversion points they have on their website (whitepapers, maybe a demo request, typical things like that.)
Those communications are relatively static, and don’t take much context about a contact into account, beyond the fact that they downloaded offer X, or attended webinar Y.
This is a logical starting point, because it covers the critical bases of following up on a prospects’ recent interactions, which is important. But this approach to segmentation also leaves a lot on the table. In most cases, folks who are doing this kind of segmentation aren’t doing much to consider communication to the prospect as they move into the hands of the sales team, or what happens after they become customers.
Marketers who fit into this category of basic segmentation They also usually don’t have a cohesive strategy for communicating with the other 80% of their database who haven’t recently converted.
A smaller chunk of marketers have evolved past this stage. They are doing that kind of event based segmentation that we saw above, but they are taking other important characteristics into account. For example, when a contact converts on an offer they have on their website, the corresponding communication takes other known factors about that contact into account. (Maybe the corresponding emails or other communications are tailored based on their industry, or their persona. They are probably tailored a bit based on the contacts’ stage in our funnel.) Beyond this, marketers who fall into this category are also usually running some targeted campaigns to market to the rest of the contacts in their funnel.
The height of effective segmentation is segmentation that considers the full lifecycle. It’s a mapped out set of stages that covers every single stage that your leads and customers move through. There are clear definitions for each stage, and metrics associated with each stage that are aligned with your larger company goals. Most importantly, every effort that you engage in as a marketer corresponds to one of these stages.
Here’s a great example of effective segmentation. This is a map of how we segment leads, users, and customers of Sidekick, our freemium sales product at HubSpot. Contacts essentially move left to right through the diagram over the course of the lifecycle. The chart covers the entire customer lifecycle, from the moment a contact is generated by the marketing team, through the sales process, and as contacts move into the care of our support team.
At every stage of the lifecycle, there’s a metric and a goal that we are tracking towards. As a marketer, all of the campaigns I’m running, all of the nurturing flows I have in place, everything I’m doing relates to moving the needle on one of the metrics you see here. It’s a great framework for measurement and a great framework for organizing the efforts I’m engaging in.
I’ll give you another example of a marketer who happens to be a HubSpot customer who is doing a great job of segmentation, Jodie. Jodie has all of the leads in her database classified by persona, and by their lifecycle stage, and she uses these two pieces of information in conjunction with behavioral data - what a prospect has been up to most recently on her companies’ website - to tailor her nurturing campaigns.
Jodie has some logic set up in her CRM system that automatically advances an individual lead’s stage to “qualified” if they meet certain criteria. Maybe they have the right combination of factors like job title, company size, and lead score.
Here you see a few of the nurturing campaigns she has running. She’s actually got upwards of 50 running at any one point in time. And she didn’t get there overnight; but as she’s learned what works, as she’s gotten more sophisticated in how she segments her existing database and new prospects as they enter the funnel, she’s gotten a lot more granular in how she nurtures those leads.
So moral of the story on segmentation - do your best to take the full picture into account. Make sure that your nurturing takes who a prospect is, where they are in the buying cycle, and what their most recent interactions with your brand have been.
This brings us to our next suggestion, which is to foster a common framework and a common language around the customer lifecycle. Once you’ve gotten your approach to segmentation documented in some way, even if it’s simple, share that! Share the map, and do some work to make it visible in your CRM system.
At HubSpot, we’ve got a field on every lead record in our marketing system and in our CRM system that shows what segment each lead currently fits in.
Sales feels a lot less like they don’t know what marketing is up to, because they know and can see what the stages are that marketing owns, and there’s mutual agreement on the goals at each stage. Marketing feels like there is structure to the efforts the sales team is engaging in, and it’s easier for them to continue to help because there’s a common language for where each lead sits in the lifecycle and what the goal is for that lead.
One note - don’t think of this as something that needs to (or even can) happen overnight. Your model for segmentation will always be evolving, and it’s going to take time for folks across your company to adopt them. My suggestion? Take your best crack at it, put the data in front of people, and hone it to the point where people at different levels of your organization find utility in it.
Now I want to touch on just a couple of suggestions that aren’t directly tied to the survey data we looked at a minute ago, but are still really useful suggestions, especially in light of some of the things we just talked about.
One thing that I alluded to earlier that really pains me as a marketer, and I’m guilty of this to some extent - is just how email centric our thinking often is.
You’ve done all this work to take all of these inputs from all of these different places, to reduce them down to something that’s actionable, and get everyone on your team on the same page, right? That’s great. But what would be a shame would be if you as a marketer didn’t make full use of these insights.
So, going a step beyond email, if you’ve got the capability to tailor landing pages & website content, those same stages that we talked about setting up a minute ago should be used to tailor that content as well. An easy way to start doing this is to just make sure that the calls to action a prospect sees on your website are aligned with the calls to action they are seeing in the email nurturing you are sending them.
Now, you can go much, much further than this, but starting with calls to action and using the calls to action and the landing pages you are already using in your email campaigns is oftentimes low hanging fruit that really reinforces your message, and again, aligns what your leads and prospects see across all of the channels you use to communicate with them.
Here’s an example of an organization doing a great job of personalization - here, you see the first page of their blog, which asks visitors to self-select what their role is. From this, they infer what type of content that person is likely interested in…
And they use that information to tailor the content a visitor sees on the front page of their blog. A bit more of an advanced tactic, but something that really doesn’t require a lot of data or many inputs to start doing, just requires some setup work.
The last idea I’ll leave you with is to take some simple steps to help your sales team keep CRM data on the prospects they are working up to date.
We talked earlier about how much time an average sales rep spends just manually entering information into their CRM system every day. Aside from the fact that that’s a painful and thankless task for your poor sales reps, relying on them to keep every record continually up to date is for a lot of teams a losing proposition; it’s just not always going to happen.
Now this is a tough thing to solve outright, but here’s one simple thing you can do - Nudge your sales team to start automatically logging their emails. Almost every CRM system has a “BCC to CRM” email address that your reps can use to log their emails to the appropriate records in CRM. And there are a number of free tools out there that work with your rep’s inbox to BCC those messages automatically. We at HubSpot offer one such free tool, and there are many others out there that do the same thing.
As a marketer, knowing that that logging is happening automatically gives me much much greater confidence in personalizing my communications. I know with a pretty high level of accuracy whether a lead is in constant communication with their rep, or if they are maybe trailing off and it makes sense for me to pick my cadence of messaging back up.
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