The document summarizes the results of a 2014 study by Osterman Research on how B2B marketers use CRM and marketing automation platforms. Some key findings include that 69% use Salesforce and 36% use Marketo. Over half of organizations rate their marketing success between 5-6 on a 7-point scale. Most measure success through lead volume and revenue. Generating quality leads is a top marketing issue. Over half do not know their lead to opportunity or opportunity to close rates.
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
In this webinar you will learn how to connect the dots from Fliptop predictive scores to Facebook and LinkedIn Marketing to build predictive digital advertising. Leveraging predictive analytics you can advertise to the leads that matter to your business
Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL ...Fliptop
InsideView is part of a new wave of innovative companies using Fliptop's predictive lead scoring to meet aggressive revenue goals.
InsideView looked to Fliptop to help remove the guesswork from their lead qualification process and improve conversion rates to book more meetings.
InsideView integrated Fliptop into their sales and marketing process to:
Increased lead-to-MQL conversion rate by 2.1x
Reduced time for leads to qualify by 3x
Achieved 200% of opportunity creation goal
Fliptop - NewVoiceMedia Looks to Predictive Marketing to Meet Aggressive Grow...Fliptop
NewVoiceMedia, a cloud-based contact solutions company, had aggressive targets growth and revenue targets. Looking to grow more than 100% year on year—all without adding headcount and or drastically increasing marketing budget—they devised a strategic marketing plan, heavily supported by new and emerging marketing technologies. In building their advanced marketing technology stack, NewVoiceMedia was able to increase Sales and Marketing efficiency and drive predictable revenue growth.
In this session, we’ll examine how NewVoiceMedia used Fliptop’s predictive lead scoring to gain greater visibility into their pipeline, improve funnel velocity and conversion rates, and meet lofty sales goals. Attendees will also learn how to determine whether predictive marketing is right for your business, and the critical considerations when selecting a predictive lead scoring solution.
Lessons learned from 3k SaaS Companies - Patrick Campbell, CEO, Price Intelli...SaaStock
Patrick Campbell, CEO, Price Intelligently presented "Lessons learned from 3k SaaS Companies" on the Playbook Stage at SaaStock 2016.
Watch the video here: https://www.saastock.com/blog/view/lessons-learned-from-3k-saas-companies
SaaStock is Europe’s premier Conference for B2B SaaS at RDS, Dublin Ireland in September 2017 www.saastock.com
Opticon 2015-Hypothesize, Analyze, Optimize: Using Hidden Insights to Perfect...Optimizely
Featuring speakers from Rue La La, Princess Cruises
Abby Lokshin, Product Manager, Mobile, Rue La La
Abel Ramos, Product Owner, Shopping and Booking Web Scrum Team, Princess Cruises
Testing is an iterative process, oftentimes with confusing or inconclusive results. However, every experiment has something to teach you, and all too often, critical information is left unnoticed! Learn how to look for insights hidden behind the numbers and maximize the utility of every experiment you run.
Marketing Rx: 10 Strategies to Diagnose Your FunnelEllie Mirman
It doesn’t take an MD to diagnose your marketing funnel, but it does take a critical eye, knowing which questions to ask, and a few analytical strategies. This session will explore exactly that - how to dig into your marketing funnel to understand what’s working, what’s not, and what action to take. Whether you’re a marketing team of one, managing a small marketing group, or leading a growing team, if you want a primer on keeping your funnel healthy, this session is for you. Presented at #INBOUND16.
Growth hacking is something that's been defined and re-defined over the years to the point that most of the tactics have become fairly weak. Suneet Bhatt, Help Scout's Chief Growth Officer, in his presentation at Price Intelligently's SaaSFest 2016 walks through how to properly model, evaluate, and understand growth, particularly when it comes to stepping on the gas and accelerating metrics across the board.
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
In this webinar you will learn how to connect the dots from Fliptop predictive scores to Facebook and LinkedIn Marketing to build predictive digital advertising. Leveraging predictive analytics you can advertise to the leads that matter to your business
Fliptop Customer Showcase Webinar - How InsideView Doubled Their Lead to MQL ...Fliptop
InsideView is part of a new wave of innovative companies using Fliptop's predictive lead scoring to meet aggressive revenue goals.
InsideView looked to Fliptop to help remove the guesswork from their lead qualification process and improve conversion rates to book more meetings.
InsideView integrated Fliptop into their sales and marketing process to:
Increased lead-to-MQL conversion rate by 2.1x
Reduced time for leads to qualify by 3x
Achieved 200% of opportunity creation goal
Fliptop - NewVoiceMedia Looks to Predictive Marketing to Meet Aggressive Grow...Fliptop
NewVoiceMedia, a cloud-based contact solutions company, had aggressive targets growth and revenue targets. Looking to grow more than 100% year on year—all without adding headcount and or drastically increasing marketing budget—they devised a strategic marketing plan, heavily supported by new and emerging marketing technologies. In building their advanced marketing technology stack, NewVoiceMedia was able to increase Sales and Marketing efficiency and drive predictable revenue growth.
In this session, we’ll examine how NewVoiceMedia used Fliptop’s predictive lead scoring to gain greater visibility into their pipeline, improve funnel velocity and conversion rates, and meet lofty sales goals. Attendees will also learn how to determine whether predictive marketing is right for your business, and the critical considerations when selecting a predictive lead scoring solution.
Lessons learned from 3k SaaS Companies - Patrick Campbell, CEO, Price Intelli...SaaStock
Patrick Campbell, CEO, Price Intelligently presented "Lessons learned from 3k SaaS Companies" on the Playbook Stage at SaaStock 2016.
Watch the video here: https://www.saastock.com/blog/view/lessons-learned-from-3k-saas-companies
SaaStock is Europe’s premier Conference for B2B SaaS at RDS, Dublin Ireland in September 2017 www.saastock.com
Opticon 2015-Hypothesize, Analyze, Optimize: Using Hidden Insights to Perfect...Optimizely
Featuring speakers from Rue La La, Princess Cruises
Abby Lokshin, Product Manager, Mobile, Rue La La
Abel Ramos, Product Owner, Shopping and Booking Web Scrum Team, Princess Cruises
Testing is an iterative process, oftentimes with confusing or inconclusive results. However, every experiment has something to teach you, and all too often, critical information is left unnoticed! Learn how to look for insights hidden behind the numbers and maximize the utility of every experiment you run.
Marketing Rx: 10 Strategies to Diagnose Your FunnelEllie Mirman
It doesn’t take an MD to diagnose your marketing funnel, but it does take a critical eye, knowing which questions to ask, and a few analytical strategies. This session will explore exactly that - how to dig into your marketing funnel to understand what’s working, what’s not, and what action to take. Whether you’re a marketing team of one, managing a small marketing group, or leading a growing team, if you want a primer on keeping your funnel healthy, this session is for you. Presented at #INBOUND16.
Growth hacking is something that's been defined and re-defined over the years to the point that most of the tactics have become fairly weak. Suneet Bhatt, Help Scout's Chief Growth Officer, in his presentation at Price Intelligently's SaaSFest 2016 walks through how to properly model, evaluate, and understand growth, particularly when it comes to stepping on the gas and accelerating metrics across the board.
#FlipMyFunnel with Account-Based MarketingSangram Vajre
Presented at Dreamforce 2016 at InsideView's Open Lounge, #FlipMyFunnel with Account-Based Marketing by Sangram Vajre, Terminus Co-Founder and CMO, discusses how to take an ABM approach to ramp up B2B demand generation, sales velocity, and improve closed-won rates.
Featuring speakers from Blu Dot, Village Roadshow, Clearhead
Mike Wodtke, eCommerce Director, Blu Dot
Jon Satterley, Group Director, Digital Development, Village Roadshow
Matty Wishnow, CEO , Clearhead
Building an organization around continuous optimization is a distinctly different task from running A/B tests. Getting from those first experiments as a "project" to a data driven team and process requires vision and a commitment to hypothesis driven decision-making. How do entrepreneurial leaders and companies incorporate testing as a KPI and use it to drive a broader product roadmap? In this panel discussion with Blu Dot, Village Roadshow, and Optimizely Solutions Partner, Clearhead, will share their experiences from driving optimization forward - and the 'X factors' that made it stick.
Opticon 2015-UX That Doesn’t Make You Think: Removing Friction and Cognitive ...Optimizely
Featuring speakers from Volusion, Optimizely
Merritt Aho, Sr. Digital Analyst, Volusion
Ryan Lillis, Strategic Consultant, Optimizely
When words like ‘intuitive’ and ‘convenient’ mean different things to different people and both are often a far cry from ‘effective’, how do you think about the user experience? How do you develop test hypotheses in a way that sets you up to beat the 20% industry-average win rate? Join for an in-depth look at methods and case studies that will help you get inside consumers’ heads to win the optimization game.
How to Avoid a Website Redesign Disaster Like M&S - Paul Rouke at Marketing W...PRWD
These are the slides from Paul Rouke's talk 'How to Avoid a Redesign Disaster Like M&S' which he gave at Marketing Week Live 2015.
This talk shows you how a data driven approach is transforming the way marketers approach website redesigns and avoid a redesign disaster. It also shows you how you can implement this within a business and the benefits you’ll gain by doing so.
Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.
MWL has been described as 'big, it's buzzy, and brilliant.' A conference from the people behind Marketing Week, Econsultancy, Design Week and Creative Review, they're continually striving to better serve the UK's marketing community. To do so, they've created MWL to reflect the biggest opportunities, threats and challenges.
80% of all sales require 5 follow ups and yet most salespeople and business owners follow up 1-2 times.
Our system helps small business owners and sales people AUTOMATE their follow up so they can get clients on AUTO PILOT!
Conversion optimisation is one of the most impactful strategies marketers can employ to drive substantial growth of a business. Despite this, convincing senior management of a new strategic and ongoing process is often more challenging than it should be. In this presentation, we provide tactical takeaways to help you sell CRO to your boss.
To hear the recording, click on the link below: http://bit.ly/1PQkZfP
Rev Up Your Lead Engine With Predictive ScoringMarketo
Check out this LaunchPoint presentation featuring data from Lattice, MuleSoft, and FireEye, to discover how to rev up your marketing engine with the power of predictive lead scoring!
Jon Miller - Marketing ROI: Building Marketing Credibility with CEO-Worthy Me...InsideSales.com
Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/jon-miller
Session Overview
In today's marketing world, the stand-out CMOs are the ones who behave like the CEO, the ones who adopt the CEO's holistic, dashboard view of the company. Being able to "talk the talk" — speaking the business language of revenue, profit, and cash — is an increasingly important skill set for CMOs.
But taking that one step further — "walking the walk" to the revenue table — is even more crucial. To do that, you have to embrace analytics and understand why they matter. In this session, learn how to harness those invaluable nuggets of data and leverage the metrics that matter to prove and improve your marketing ROI.
Watch the recording at: http://nuvem.ly/1LPRHfM
Many companies are still only scratching the surface of what their marketing automation system can do, and as a result, diminish the returns on their total investment.
Join Craig Jordan, co-founder of SaaScend, and the Pardot Marketing Automation team at Nuvem Consulting, in this free webinar as they discuss proven methods for getting more out of your marketing automation investment.
This webinar details:
1. Establishing a data standardization strategy
2. Building and sustaining the right audience
3. Creating a sales enablement strategy
4. Using automation capabilities beyond basic email blasts
5. Tips on improving closed-loop reports
Why should you join bi sales team compared to other ed tech companiesBoard Infinity
Board Infinity is a one-stop solution to early career needs. We help in career transition and skilling. This is enabled by industry experts, who guide, mentor and support early career professionals and students.
PRWD Reveal Online 2015: How To Sell In Conversion Optimisation - Matt LaceyPRWD
This is Matt Lacey's talk from the first ever PRWD Reveal Online.
In this talk, Head of Optimisation Matt shares tips to help you get buy-in for a conversion optimisation programme from your senior stakeholders.
Areas covered include tackling objections and myth busting, using data to make your case and using the fear of loss in competitive markets to your advantage. If you're struggling to convince senior stakeholders (or even other arms of the business) about the validity of conversion optimisation, this presentation for you.
PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.
Barriers to Improved Energy Efficiency Measures in the UK Housing Sector: Sta...Dr Renuka Thakore
Investigating existing socio-political dimensions and capacity of current regulations in addition to capacity of institutional governance in addressing new challenges of energy efficiency in housing. The perception of responsible actors dealing with its challenges and opportunities were analysed to develop a conceptual engagement model having capacity to develop strategic capabilities for informed decision-making for effective governance of energy efficiency and sustainability initiatives in the English housing system.
#FlipMyFunnel with Account-Based MarketingSangram Vajre
Presented at Dreamforce 2016 at InsideView's Open Lounge, #FlipMyFunnel with Account-Based Marketing by Sangram Vajre, Terminus Co-Founder and CMO, discusses how to take an ABM approach to ramp up B2B demand generation, sales velocity, and improve closed-won rates.
Featuring speakers from Blu Dot, Village Roadshow, Clearhead
Mike Wodtke, eCommerce Director, Blu Dot
Jon Satterley, Group Director, Digital Development, Village Roadshow
Matty Wishnow, CEO , Clearhead
Building an organization around continuous optimization is a distinctly different task from running A/B tests. Getting from those first experiments as a "project" to a data driven team and process requires vision and a commitment to hypothesis driven decision-making. How do entrepreneurial leaders and companies incorporate testing as a KPI and use it to drive a broader product roadmap? In this panel discussion with Blu Dot, Village Roadshow, and Optimizely Solutions Partner, Clearhead, will share their experiences from driving optimization forward - and the 'X factors' that made it stick.
Opticon 2015-UX That Doesn’t Make You Think: Removing Friction and Cognitive ...Optimizely
Featuring speakers from Volusion, Optimizely
Merritt Aho, Sr. Digital Analyst, Volusion
Ryan Lillis, Strategic Consultant, Optimizely
When words like ‘intuitive’ and ‘convenient’ mean different things to different people and both are often a far cry from ‘effective’, how do you think about the user experience? How do you develop test hypotheses in a way that sets you up to beat the 20% industry-average win rate? Join for an in-depth look at methods and case studies that will help you get inside consumers’ heads to win the optimization game.
How to Avoid a Website Redesign Disaster Like M&S - Paul Rouke at Marketing W...PRWD
These are the slides from Paul Rouke's talk 'How to Avoid a Redesign Disaster Like M&S' which he gave at Marketing Week Live 2015.
This talk shows you how a data driven approach is transforming the way marketers approach website redesigns and avoid a redesign disaster. It also shows you how you can implement this within a business and the benefits you’ll gain by doing so.
Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.
MWL has been described as 'big, it's buzzy, and brilliant.' A conference from the people behind Marketing Week, Econsultancy, Design Week and Creative Review, they're continually striving to better serve the UK's marketing community. To do so, they've created MWL to reflect the biggest opportunities, threats and challenges.
80% of all sales require 5 follow ups and yet most salespeople and business owners follow up 1-2 times.
Our system helps small business owners and sales people AUTOMATE their follow up so they can get clients on AUTO PILOT!
Conversion optimisation is one of the most impactful strategies marketers can employ to drive substantial growth of a business. Despite this, convincing senior management of a new strategic and ongoing process is often more challenging than it should be. In this presentation, we provide tactical takeaways to help you sell CRO to your boss.
To hear the recording, click on the link below: http://bit.ly/1PQkZfP
Rev Up Your Lead Engine With Predictive ScoringMarketo
Check out this LaunchPoint presentation featuring data from Lattice, MuleSoft, and FireEye, to discover how to rev up your marketing engine with the power of predictive lead scoring!
Jon Miller - Marketing ROI: Building Marketing Credibility with CEO-Worthy Me...InsideSales.com
Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/jon-miller
Session Overview
In today's marketing world, the stand-out CMOs are the ones who behave like the CEO, the ones who adopt the CEO's holistic, dashboard view of the company. Being able to "talk the talk" — speaking the business language of revenue, profit, and cash — is an increasingly important skill set for CMOs.
But taking that one step further — "walking the walk" to the revenue table — is even more crucial. To do that, you have to embrace analytics and understand why they matter. In this session, learn how to harness those invaluable nuggets of data and leverage the metrics that matter to prove and improve your marketing ROI.
Watch the recording at: http://nuvem.ly/1LPRHfM
Many companies are still only scratching the surface of what their marketing automation system can do, and as a result, diminish the returns on their total investment.
Join Craig Jordan, co-founder of SaaScend, and the Pardot Marketing Automation team at Nuvem Consulting, in this free webinar as they discuss proven methods for getting more out of your marketing automation investment.
This webinar details:
1. Establishing a data standardization strategy
2. Building and sustaining the right audience
3. Creating a sales enablement strategy
4. Using automation capabilities beyond basic email blasts
5. Tips on improving closed-loop reports
Why should you join bi sales team compared to other ed tech companiesBoard Infinity
Board Infinity is a one-stop solution to early career needs. We help in career transition and skilling. This is enabled by industry experts, who guide, mentor and support early career professionals and students.
PRWD Reveal Online 2015: How To Sell In Conversion Optimisation - Matt LaceyPRWD
This is Matt Lacey's talk from the first ever PRWD Reveal Online.
In this talk, Head of Optimisation Matt shares tips to help you get buy-in for a conversion optimisation programme from your senior stakeholders.
Areas covered include tackling objections and myth busting, using data to make your case and using the fear of loss in competitive markets to your advantage. If you're struggling to convince senior stakeholders (or even other arms of the business) about the validity of conversion optimisation, this presentation for you.
PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.
Barriers to Improved Energy Efficiency Measures in the UK Housing Sector: Sta...Dr Renuka Thakore
Investigating existing socio-political dimensions and capacity of current regulations in addition to capacity of institutional governance in addressing new challenges of energy efficiency in housing. The perception of responsible actors dealing with its challenges and opportunities were analysed to develop a conceptual engagement model having capacity to develop strategic capabilities for informed decision-making for effective governance of energy efficiency and sustainability initiatives in the English housing system.
Fliptop presentation at Dreamforce 2014, learn how InsideView improved conversion and win rates leveraging marketing data intelligence and predictive lead scoring
INFLUENCES OF POLICIES ON HOUSING SUSTAINABILITY: CASE OF ADEVELOPED COUNTRYDr Renuka Thakore
Exploring influences of housing policies on housing sustainability and decision making to inform housing stakeholder and improve multi-level transition processes for housing energy efficiency and sustainability in UK.
Webinar: Predictive Lead Scoring - What Makes It So Predictive?Fliptop
Predictive lead scoring allows marketing and sales teams to unlock the potential of the data in their CRM and Marketing Automation. With predictive lead scoring, sales teams can better prioritize their leads and opportunities and marketing can see which campaigns bring in the highest quality leads in real time.
But what does predictive really mean? And what makes it predictive? Watch this webinar as we demonstrate:
How predictive lead scoring differs from conventional scoring
What makes it so predictive
Why you need predictive lead scoring to stay ahead of the competition
The Quest for the Holy Grail: Driving Predictable RevenueFliptop
Do you want to significantly boost predictable revenue, the holy grail of SaaS companies? Of course you do! Register for this information-packed session to discover how TrackMaven, a competitive intelligence and analysis company for digital marketers, was able to leverage Marketo and Fliptop, a predictive lead scoring company, to meet their lofty sales goals.
Join this month's LaunchPoint webinar to learn how TrackMaven was able to:
Improve their MQL to SQL conversion rate by 20%
Better qualify their marketing leads
Gain more accurate visibility into lead pipeline
A look at big data beyond the buzzword, explaining its growing role in our lives, and its growing importance in real world scenarios - from policing to box office returns. With the growth of connected devices, augmented reality and the quantified self, big data is almost certainly more than a buzzword.
FOSTERING ENERGY EFFICIENCY DYNAMICS THROUGH EX-ANTE STRATEGIC NICHE MANAGEME...Dr Renuka Thakore
Investigating potential of energy efficiency initiatives such as the “Green Deal” to contribute towards multi-dimensional sustainability in the English housing development pathways. It is indentifed that the role of stakeholders is crucial in making this a reality. First order learning is generally visible, however, second order learning is not apparent. Full stakeholders engagement - experts and non-experts, academics and non-academics, policy-makers and decision-makers, developers, regulators and end-users - can delve into greater granularity of interrelationships, forces and pressures, barriers and opportunities to direct successful sustainable transformations.
Webinar: Integrating Predictive Lead Scoring in your MarketoFliptop
Predictive lead scoring ("PLS") has grown into a hot topic in 2014. SiriusDecisions reports that there are nearly 14 times more B2B organizations using PLS today than in 2011. If you are thinking about PLS but are unsure where to start, join this webinar as we cover how can you implement PLS in your Marketo and see improvements in your conversion and win rates.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
2021 is in full swing, so we wanted to check in with marketers to see how a new year has changed their programs and their outlook. Here’s what we learned.
2021 is in full swing, so we wanted to check in with marketers to see how a new year has changed their programs and their outlook. Here’s what we learned.
Crafting a Marketing Career on Your Terms in a Rapidly Changing Business Worl...LaneTerralever
Presented by Scott McAndrew, Chief Strategy Officer, LaneTerrelever
Marketing and technology are in lockstep, for better or for worse. As technology drives a relentless pace for marketers, how can they get beyond playing catch-up and start moving their marketing career forward – even if they’re focusing on emergent channels and tactics? Join LaneTerralever’s Chief Strategy Officer, Scott McAndrew, as he shares his experience and perspective on how to start making the most of your marketing career today.
At Global Red we encourage our clients to ask us 5 questions at the end of each campaign. They work for us, so we thought “Why don’t we share them with everybody?”
TL;DW (Too long; Didn’t watch)
Question 1: How do you set up a media campaign to succeed?
Question 2: How do I know you are being completely transparent as an agency?
Question 3: Why should I care about my ad’s viewability?
Question 4: How can you ensure I am achieving the maximum ROI?
Question 5: How do I even understand all the ad tech available out there?
We wanted to provide you with a brief summary of the webinar with some key takeaways to put into practice right away.
The entire theme was to ask your agency as many questions as possible – start with the five above, if you need more listen to the webinar for a few more tips and tricks. Tim’s first point in the webinar was to get your media data correct from the start by tagging everything and using the best tags available.
He spoke about the importance of aligning your campaign’s KPIs with your business goals. For example, 100% viewability should not be your goal unless your goal is purely to have your ads visible. Your goal should be to prioritise a KPI which delivers a real return. Tim introduced us all to the 4 Simple Steps to Success; tag everything, measure viewability, attribute accurately and optimise regularly.
Tim’s final point was directed at all the agencies out there: Let’s work together to reduce the industry wide transparency issues by making it our mission to educate and empower our clients.
Portland Small Business Salesforce Salon Presentation deckIdealist Consulting
Follow Fred Armisen of Portlandia through his customer journey from lead to prospect to client, through the lense of Salesforce tools Pardot, Sales Cloud, and Communities. This was presented at a live event for the Portland Small Business community 3/19/15.
Sales Webinar | Your 2014 Plan - Close This Performance GapAltify
Sales managers are the linch-pin of the sales organization. When sales management fails, sales fails. The TAS Group's Matt Close, EVP Sales, shines the light on the challenges facing front line sales managers, what that's costing sales organizations, and the insights this critical role needs to optimize Sales Performance Management. Your 2014 Plan hinges on getting this right.
Why You Need to Speak the Language of Marketing PerformanceOrigami Logic
In this presentation we define key terms like “data”, “measure”, “metric,” and “KPI”, and explain why best-in-class marketers are better at knowing what metrics matter.
Customer Marketing Benchmarking Research: Discussion and in-depth analysisInfluitive
Traditionally seen as a "backwater" role, customer marketing is becoming increasingly important now that we're firmly in the "age of the customer." Unfortunately, very little is known about the overall state of customer marketing or best practices as to how it should be done.
That's all about to change. Influitive, in partnership with marketing advisory firm Demand Metric, is excited to unveil the first-ever Customer Marketing Benchmark Study report.
Jerry Rackley, Chief Analyst at Demand Metric, and Jim Williams, VP of Marketing at Influitive, discussed the results of this landmark study and what it means for marketers as customer engagement, retention and advocacy become increasingly critical contributors to revenue.
It’s always been difficult to quantify the effectiveness of marketing, as illustrated by the popular John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” However, our survey of over 600 U.S. marketers shows some CAN prove marketing’s contribution to revenue with confidence. What’s their secret?
Check out the “5 Habits of Highly Effective Marketers” to see what they’re doing differently to succeed and how you can, too.
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
What Sales Leaders Should REALLY Expect from Marketing AutomationGleanster Research
Double the bid-to-win ratio for the top 20% highest performing sales reps as a result of marketing automation.
If they used to close 2 out of 10 deals per period, they will close an average of 4 out of 10 qualified and prioritized deals within a year of investing in marketing automation (possibly more). According to research 68% of All Other organizations are passing unqualified leads to sales – which means sales has to search for the needles
Similar to Predict 2014, Doug Camplejohn Welcome to Predict (20)
Many sales and marketing teams establish an agreement that all leads must be called.
Yet as inbound lead volume increases this can be unachievable without adding more and more headcount to call all the leads.
There’s a better way.
Webinar: The Science of Predictive Lead Scoring Fliptop
Predictive lead scoring can tap into the wealth of data in CRM and marketing automation tools. Dan Chiao, VP of Engineering for Fliptop demonstrates the science behind predictive analytics and how you can leverage it for your enterprise. We will cover:
What is predictive lead scoring?
How does it apply to B2B companies?
What you can do to start using predictive lead scoring today?
The one thing that seems to bother almost all marketers is the lack of time they have to execute campaigns properly. Perhaps it's not so much that traditional media is broken, as that marketers aren't given enough time to focus on great execution. We surveyed 120 marketers across America and the UK to see what their most common problems were.
3. #predict2014
Why are we here?
It’s 2014, yet most B2B sales &
marketing is still a guessing game.
4. #predict2014
2014 Osterman Research Study
• Reached out to over 500 B2B Marketers
• Using SaaS CRM and/or Marketing Automation Platforms
• Initial results being released for the first time today
9. How would you rate your organization’s marketing success on a scale of
1 to 7, where 1 is “very poor” and 7 is “we’re as successful as we can
be”?
#predict2014
0%
2%
13%
17%
54%
13%
0%
1 2 3 4 5 6 7
60%
50%
40%
30%
20%
10%
0%
10. #predict2014
How do you measure your marketing success?
Brand awareness, traffic and
lead volume
Opportunity volume Revenue / Closed won volume
60%
50%
40%
30%
20%
10%
0%
11. #predict2014
Top marketing issues you face
Generating high volume of
quality leads
Lack of resources/cooperation Entering new markets
60%
50%
40%
30%
20%
10%
0%
12. Top complaints or issues with your marketing organization
#predict2014
Marketing is not doing
its job
Not enough quality
leads
Inadequate
content/collateral
Inadequate name
recognition
25%
20%
15%
10%
5%
0%
14. #predict2014
What variables go into scoring leads?
Website visits Demographics Form
completes
Email Opens &
Clicks
Number and
type of
downloads
Pages viewed Time on site
40%
35%
30%
25%
20%
15%
10%
5%
0%
15. Do you license or otherwise use any external data for scoring leads?
#predict2014
9%
91%
YES
NO
16. #predict2014
How do you choose the score for each activity/variable?
It's guesswork Compare variable against
pipeline / win
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
17. Do you test overall scores to see if they correlate to wins?
#predict2014
35%
65%
YES
NO
19. How would you categorize these leads based on their quality?
#predict2014
13%
22%
26%
20%
18%
Excellent
Good
Fair
Poor
Don't know
20. Do you know your average lead-to-opportunity conversion rate?
#predict2014
54%
46%
YES
NO
21. Do you know your average opportunity-to-closed-won rate?
#predict2014
52%
48%
YES
NO
22. #predict2014
We’ve got some work to do
The evolution is underway from brand marketer to
click marketer to revenue marketer.
Let’s all be Revenue Marketers.
23.
24. Is your company primarily a business-to-business (B2B) or business-to-consumer
#predict2014
(B2C) focused vendor or provider?
B2B
B2C
25. How do you measure your marketing success? (answers under 5%)
#predict2014
6%
5%
4%
3%
2%
1%
0%
26. Marketing issues that an organization faces (answers under 3%)
#predict2014
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
27. How do you choose the score for each activity/variable? (mentioned
only one time)
• Based off the line of business owners/product owners input
• Based on how likely we think the activity is as a precursor to predicting a good lead
• Based on level of engagement importance
• Based on level of title
• Based on long term experience of company principals
• Based on type of content being viewed
• Compare their actions to movement thru the sales funnel ultimately to a win
• If company is in our top accounts list
• It depends on the level of interaction required by the lead to get the information.
Opening an email has the lowest point value while attending a webinar has a much
higher point value.
• Legacy scoring systems
• The closer the activity is to closing a deal, the higher point grade it yields
• The Rep does this
• We have an agreement with our VP of sales as to what constitutes a sales quality
#predict2014
lead. We built backwards from that to make the scores work.
28. #predict2014
How do you measure if scores are working?
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
29. #predict2014
To what extent do you agree with each of the following?
1. We need to improve the quality of trade show leads
2. We need to improve the quality of leads generated by our Web site
3. We need to improve the quality of leads generated by content marketing activities
4. We need to have more information about our leads
5. We need to better categorize our leads Lead scoring would not improve or impact our
sales
6. We spend too much time chasing leads that will never convert to sales
7. We don’t know how to measure if our lead score system is working
8. We continue to hand pick leads, despite using a lead scoring system
9. We don’t know how to fully maximize the use of our lead scoring system
10. Our lead scoring system does not really impact our sales
11. We would feel more comfortable with lead scoring if we received extra help
understanding and using the technology
37. #predict2014
Your opinion about marketing
32%
80%
28%
30%
We are taking advantage of all the data on
our leads that we have at our disposal
There is room for improvement in our
marketing programs
We know just what we need to do to
improve our marketing programs
We use the lead scoring function in our
marketing automation software
38. #predict2014
How do you measure the success of your lead scoring?
18.2%
18.2%
18.2%
45.5%
We don’t measure it
We measure scores against pipeline
created/closed/won at least once a year
We measure scores against pipeline
created/closed/won at least once a quarter
We measure scores against pipeline
created/closed/won at least once a month
Not sure
Thank you so much for being here. It’s going to be a great day. I know you’ve got a lot of demands on your time, and it means a lot that you decided to spend the day wkth us.
We started Predict last year with one goal - to create a forum for B2B marketers like you to meet, learn from experts and exchange ideas that would help you transform your marketing efforts.
I’m incredibly excited by the lineup of folks we have here to serve that purpose, and I hope you are, too.
Why are we here talking about B2B marketing and data?
The fact is that it’s 2014, yet most B2B sales & marketing is still a guessing game. We throw money at different programs to see what sticks. We assign best guess scores to activities in our marketing automation systems. We use “rules of thumb” to see if we’re going to make our number for the quarter.
I’m not just saying that. We did the research.
Last month, we commissioned Osterman Research -a 13-year old Market Research firm based out of Washington–to do a research project where they interviewed over 500 B2B marketers.
The final tallies are still coming in, but you are the first people in the world to hear the early results, and we will share a final copy with each of you once it’s published.
Here are just a few highlights.
Median of 20 sales reps
Mean of 285
Median of 300 customers
Mean of 31,209 customers
Salesforce is the top CRM system used, followed by Microsoft Dynamics
Marketo is the top Marketing Automation system used, followed equally by Eloqua and Hubspot
Now overall, these marketers think they’re doing pretty well (average of 4.63), but know they could be doing better
But they’re basing that decision on a criteria that’s still mostly measured in awareness, website and social hits, and lead volume instead of quality and revenue.
We’re planning to do this survey every year from now on, so hopefully we’ll see this trend start moving toward the revenue end.
We also asked the marketers what the top issues they faced. Not surprisingly, generating a high volume of leads for sales topped the list, but organization and budget issues came in next, followed by the challenges associated with entering new markets.
Then we asked them an interesting question – what are the top complaints you hear about your marketing organization?
Marketers, let’s face it – you’re underappreciated.
Some demographics, but mostly activity-based scoring
We’re basically taking stabs in the dark
Now even though most admit the individual activity scores are guesses,, 35% claim that they are testing overall scores against wins.
And they claim to be measuring on a somewhat regular basis.
Only about a 1/3 of the leads we’re handing off to sales do we think are good to excellent
There’s a lot more research as well, but you get the idea by now. We as marketers all have some work to do.
As the role of CMO shifts from a brand marketer to a click/traffic marketer to a true revenue marketer, the $ and responsibilities will follow.
My challenge to you is to vow to be more data-driven in the coming year, whether that’s just getting more on top of your numbers in spreadsheets, or using a new generation of marketing applications that leverage data and data science.
Let’s all be more data driven. Let’s all be Revenue Marketers.
And with that I’ll turn it back to Farkhanda to introduce our first speaker, Sean Ellis. Thank you again.
New customers / number of deals we can make per year / closed deals
New customers / number of deals we can make per year / closed deals
New customers / number of deals we can make per year / closed deals
We don’t measure it – 17%
We measure it against pipeline created closed won
I also wanted to take another moment to thank our great sponsors – Salesforce, Marketo, Demandbase, InsideView, ON24 and our media partner VentureBeat.
They help make this all possible, and I hope you all take time to talk with them here and check out the stations near the registration desk.