Traditionally, the mind of the marketer is on demand generation: filling the funnel for the sales force. Today, while that’s still a key first step toward customer acquisition, Marketing’s role now extends far beyond the top of the funnel: to establishing the “sales and marketing factory.” Discover the most effective way to create your own sales and marketing factory in this fast-paced webinar, hosted by DemandGen CEO Dave Lewis
Sales Force Europe has sales resources based in every key European market. We have been working here for many years, opening up markets, building service provider relationships and establishing distributor networks for our clients. We specialize in advising high-tech companies on the most cost-effective way to enter the European market, and then bringing them significant sales results quickly for minimal investment.
Traditionally, the mind of the marketer is on demand generation: filling the funnel for the sales force. Today, while that’s still a key first step toward customer acquisition, Marketing’s role now extends far beyond the top of the funnel: to establishing the “sales and marketing factory.” Discover the most effective way to create your own sales and marketing factory in this fast-paced webinar, hosted by DemandGen CEO Dave Lewis
Sales Force Europe has sales resources based in every key European market. We have been working here for many years, opening up markets, building service provider relationships and establishing distributor networks for our clients. We specialize in advising high-tech companies on the most cost-effective way to enter the European market, and then bringing them significant sales results quickly for minimal investment.
The hole in Agile and how to build products customers want to buy by Donato M...Codemotion
We have shipped. Everything works as intended, but…customers don’t like our product. They won’t buy it. “We have well executed a plan to achieve failure.” (Eric Ries, the Lean Startup)
This too-often real example ignites this seminar’s topic, which is aimed to inspire product organizations to connect to the business. In other words, market-driven. Despite the fantastic growth of the Agile movement, there is often still a gap between successfully building software and commercial success in the market. Pragmatic methodologies, Buyer, User Personas and and real examples will be used.
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Marketing concepts and structures provide quick reference points as to default or initial options for marketing strategies. A brand’s market position (leader, challenger, follower, nicher, loser), product life cycle (intro, growth, maturity, decline) and market life cycle (emergence, growth, maturity, decline). The applicabililty of these concepts will vary on real-life marketing situations but these are useful guides. Why reinvent the wheel? Adapt the wheel to your brand’s specific needs.
Group exercises and a series of videos (downloaded from youtube) focusing on the 10 year tuna wars (and the collateral reactions in the corned beef segment) were also used to demonstrate and apply the concepts.
How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered
to prospects and customers. In this session, you’ll learn:
• Where the content marketing strategy starts and getting buy-in
• What types of content works best at different parts of the buying cycle
• The best way to integrate content marketing into the entire marketing strategy
How to use content marketing and advanced segmentation to re-engage a dorma...DemandGen
Renee Chemel provided examples of successful (and not so successful) re-engagement campaigns.
Live recording on http://www.brighttalk.com/webcast/43/41435
The hole in Agile and how to build products customers want to buy by Donato M...Codemotion
We have shipped. Everything works as intended, but…customers don’t like our product. They won’t buy it. “We have well executed a plan to achieve failure.” (Eric Ries, the Lean Startup)
This too-often real example ignites this seminar’s topic, which is aimed to inspire product organizations to connect to the business. In other words, market-driven. Despite the fantastic growth of the Agile movement, there is often still a gap between successfully building software and commercial success in the market. Pragmatic methodologies, Buyer, User Personas and and real examples will be used.
A presentation given by the author on the core of B2B Marketing to first year B-school students at S P Jain, Mumbai. The presentation talks about primacy of Lead Generation/Management; universal leads deintion; prioritising of pipeline build over awareness generation; eschewing the flashy for the durable...
So what’s with the sportsman’s theme? The title of this keynote is “Applying a sportsman’s mindset to achieve success in your mcommerce business” but I think it’s really about using the same leadership approach in both business and your chosen sports goals.
Marketing concepts and structures provide quick reference points as to default or initial options for marketing strategies. A brand’s market position (leader, challenger, follower, nicher, loser), product life cycle (intro, growth, maturity, decline) and market life cycle (emergence, growth, maturity, decline). The applicabililty of these concepts will vary on real-life marketing situations but these are useful guides. Why reinvent the wheel? Adapt the wheel to your brand’s specific needs.
Group exercises and a series of videos (downloaded from youtube) focusing on the 10 year tuna wars (and the collateral reactions in the corned beef segment) were also used to demonstrate and apply the concepts.
How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered
to prospects and customers. In this session, you’ll learn:
• Where the content marketing strategy starts and getting buy-in
• What types of content works best at different parts of the buying cycle
• The best way to integrate content marketing into the entire marketing strategy
How to use content marketing and advanced segmentation to re-engage a dorma...DemandGen
Renee Chemel provided examples of successful (and not so successful) re-engagement campaigns.
Live recording on http://www.brighttalk.com/webcast/43/41435
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We’ll be taking a closer look at the relationship between Marketing Automation and Content Marketing:
- Rules of thought leadership
- Aligning content to the buying cycle
- Best practices: Building an integrated content marketing strategy with Marketing Automation tools
- B2B content marketing examples and successes
- Measuring the results
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This webcast is available on BrightTALK
www.brighttalk.com/webcast/43/31309
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
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The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
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1. DemandGen EMEA: Marketing Automation Webcast#12
Panel: Marketing and Sales Can Speak the Same Language with a Demand Funnel
June 20th 2012/ 1PM GMT/2PM CET
Chris Porreca
Marketing Operations John Sweeney
Customer Success Director
DemandGen UK
2. Who are DemandGen?
Lead Management, Marketing Automation and Demand Generation know-how
John Sweeney
Customer Success Director
DemandGen UK
• John.sweeney@demandgen.com
• DDI: +44 207 096 1835
• www.demandgen.co.uk #363 in Inc. Magazines 30th (2011) Annual “Fastest
• L “B2B Marketing Automation UK” Growing Private Companies”
3. Marketing and Sales Can
Speak the Same Language
with a Demand Funnel
Chris Porreca
Marketing Operations Analyst — EMEA
Concur Technologies
#EE12E @Chris_P_Duck_
U
4. About Me
Boston
Lubbock London
San Salvador
#EE12E @Chris_P_Duck_
U
5. What You’re Going to Learn Today
• Understand the challenges Concur EMEA faced before
implementing a unified Demand Funnel
• Gain Insight into the steps Concur EMEA took in order
to ensure that the Demand Funnel implemented is both
valuable and something that all departments across the
Business Unit believed in
• See what kind of results your company can expect if
you implement a similar unified Demand Funnel
#EE12E @Chris_P_Duck_
U
6. About Concur (NASDAQ: CNQR)
Concur is a leading provider of integrated travel and expense
management solutions. Founded in 1993 on the premise of
helping drive costs out of businesses through innovation.
Process over $35 billion in T&E spend 10,000 clients in 90 countries
1,600 employees worldwide EMEA Headquarters: UK
Frankfurt, Paris, Amsterdam, Prague
#EE12E @Chris_P_Duck_
U
7. Concur EMEA Marketing Structure
EMEA
Marketing VP
Field Market Segment Marketing
Marketing Development Marketing Operations
MDR Manager MDR Manager UK ChrisP!
FMM UK
UK CE
MarkOps @
FMM DACH DACH/EmMa HQ
MDR x 8 MDR x5
Ashley @
FMM France France
EMEA Client
Marketing
EMEA Content EMEA Graphic
Manager
#EE12E @Chris_P_Duck_
Designer
U
8. Our Vision
Build an engine to make demand generation and prospect
progression more systematic to scale the business in our EMEA
Business Unit.
Project phases:
1. Define common language – Demand Funnel stage definitions
2. Efficiency – lead scoring
3. Automation – lead nurturing
Tailoring – mapping the experience to the regional buyer needs for each
of our core EMEA markets
Business Intelligence – map internal systems & integrate
#EE12E @Chris_P_Duck_
U
10. Phase 1: Define a Common Language
• Objective: Adopt the Sirius Decisions taxonomy and
organizationally define stages to integrate the marketing and
sales funnels into one achieving greater marketing & sales
alignment throughout for our core EMEA markets
#EE12E @Chris_P_Duck_
U
11. The Concern
• Tuesday, 9:30 | Campaign E.Blaster 101
This is Jenny
(from Field
Marketing)
#EE12E @Chris_P_Duck_
U
15. The
Leadership
Leadership
Sales
Sales
Target
Field
Field Mkt
Mkt
Mkting
Mkting Dev
Dev
+ Mkt
Ops HQ
Mkting
Mkting
Ops
Ops
#EE12E @Chris_P_Duck_
U
16. Concur Global Demand Funnel Stages
Suspect
Lead Gen
Campaigns
Inquiry Marketing
Pre-MQL
Nurturing Marketing
Qualified (MQL)
Marketing
Hands Off
Market
MDR
Working Development
Nurturing /
MDR Works
Sales
MDR Qualified (SQL)
Hands Off
Sales Regional Sales
Working
Nurturing /
Sales Works Closed
Won
#EE12E @Chris_P_Duck_
U
17. The Funnel in SFDC
Demand
• The Funnel Stages within the App Funnel Stages
are NOT just
pretty pictures
in posters on
our desks!
#EE12E @Chris_P_Duck_
U
19. Phase 2: Two – Dimensional Lead Scoring
Demand Generation = Marketing + Sales
#EE12E @Chris_P_Duck_
U
20. Two – Dimensional Lead Scoring
Qualification Interest Lead Rating
Level Level A-E
D
C B
A
#EE12E @Chris_P_Duck_
U
21. Example – Chris’s Teenage Years – (Think of
Match.com)
Chris circa 1997
Listens to The Cure and wears
a RAMONES T-shirt
Plays Call of Duty
Likes Independent films
Kattya Rocio
Qualification (aka MATCH): Qualification (aka MATCH):
Plays Battlefield 1942 Likes Sad Brit-Pop
Likes The Offspring Likes cats
Always up for a party! Likes to chill at home
and watch indie films
HIGH MEDIUM
Interest : Interest :
LOW HIGH
#EE12E @Chris_P_Duck_
U
22. Measuring Interest
In the physical world sales
can see the interest of a lead.
#EE12E @Chris_P_Duck_
U
23. Measuring Interest
(2009) Steven Woods,
Eloqua’s CTO and co-
founder of Eloqua
Now you can see their
digital body language (interest)
#EE12E @Chris_P_Duck_
U
24. How Do We Measure Interest?
Website Behavior
Number of visits, depth of visit, how recent
Form Submission Activity
How many, which ones
Email Responsiveness
Eloqua Engage
Program Participation
Online events
Offline events
#EE12E @Chris_P_Duck_
U
25. Qualification Criteria
Department/
Title/Role
Function
Expense Issues
Industry
#EE12E @Chris_P_Duck_
U
26. Lead Rating
Marketing Qualified Lead (MQL)
High
(60-100+) B A A
Qualification Level
Med
(21-59) D C B
Low
(0-20)
E C B
Low Med High
(0 – 20) (21 – 59) (60-100+)
Interest Level
#EE12E @Chris_P_Duck_
U
27. Lead Scoring Views in the App
Lead & Contact Layout
#EE12E @Chris_P_Duck_
U
29. Phase 3: Automated Lead Nurturing
Overall Objective: Suspect
Educate and guide prospects
efficiently through the buying process
in order to help facilitate the
Inquiry
transition from marketing on to sales Marketing
in an automated fashion. Qualified (MQL)
Nurtures Developed: MDR Working
• UK Small Business
• UK Enterprise Sales
• DACH Qualified (SQL)
• France Sales
Working
Closed
Won
#EE12E @Chris_P_Duck_
U
30. Content, content, content…
• Content Mapping Exercise
What we learned:
o We had lot’s of content for mature prospects toward the bottom of
the funnel
o We had almost no content for new ‘suspect’ prospects at the top of
the funnel. We had to create A LOT of new content!
This is
• Localise =/= Google Translate! Gina
(our content
• Who owns and who creates the content? manager)
• Before: • Now:
• Local Field Marketer owns • Local Field Marketer owns
• Local Field Marketer creates • Content Manager creates and
approves
#EE12E @Chris_P_Duck_
U
31. Database Segmentation: A Necessity
NURTURE TRACK Business Unit Market Segment
UK SMB TRACK EMEA UK SMB
EMEA UK ENTERPRISE EAST
UK ENTERPRISE TRACK
EMEA UK ENTERPRISE WEST
EMEA DACH NATIONAL
DACH TRACK
EMEA DACH PRIMARY
EMEA FRANCE MAJOR
FRANCE TRACK EMEA FRANCE NATIONAL
EMEA FRANCE PRIMARY
#EE12E @Chris_P_Duck_
U
32. UK SMB
Suspect Nurture
Objective: Probe potential
prospects (email addresses) for
pain. Guide them to raise their
hand to create Inquiries and
MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12E @Chris_P_Duck_
U
33. UK SMB
Inquiry Nurture
Objective: Allow prospects to
self-educate to become aware
that they have a problem and
allow marketing to qualify and
score to get MQL status.
5 Inquiry Email Touches.
#EE12E @Chris_P_Duck_
U
34. UK Enterprise
Suspect Nurture
Objective: Probe potential
prospects (email addresses) for
pain. Guide them to raise their
hand to create Inquiries and
MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12E @Chris_P_Duck_
U
35. UK Enterprise
Inquiry Nurture
Objective: Allow prospects to
self-educate to become aware
that they have a problem and
allow marketing to qualify and
score to get MQL status.
5 Inquiry Email Touches.
#EE12E @Chris_P_Duck_
U
36. France
Suspect Nurture
Objective: Probe potential
prospects (email addresses) for
pain. Guide them to raise their
hand to create Inquiries and
MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12E @Chris_P_Duck_
U
37. France
Inquiry Nurture
Objective: Allow prospects to
self-educate to become aware
that they have a problem and
allow marketing to qualify and
score to get MQL status.
5 Inquiry Email Touches.
#EE12E @Chris_P_Duck_
U
38. DACH
Suspect Nurture
Objective: Probe potential
prospects (email addresses) for
pain. Guide them to raise their
hand to create Inquiries and
MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12E @Chris_P_Duck_
U
39. DACH
Inquiry Nurture
Objective: Allow prospects to
self-educate to become aware
that they have a problem and
allow marketing to qualify and
score to get MQL status.
5 Inquiry Email Touches.
#EE12E @Chris_P_Duck_
U
40. Our Results: Pipeline Coverage
• 20% Year-on-year growth
• 256% achieved of passed opportunities
• DACH 198% of Q2 Target
Dennis (DACH Nationals) — 605% (Q2)
Thomas (DACH Primaries) — 2125% (Q2)
#EE12E @Chris_P_Duck_
U
41. RSM & RSD Quota Busters for Q2 - SALES
Adam Dafydd
122% 101%
UK SMB - WEST UK SMB
Thierry
140%
FRANCE
#EE12E @Chris_P_Duck_
U
42. Market Development Quota Busters for Q2
MDR = Market Development Rep
Alexandre
Veronika Alex
129%
125% 164%
FRANCE DACHIEE FRANCE
Martin Michael Milena
200% 111% 100%
UK DACHIEE UK
Peter Sarlote Simon
183% 110% 118%
UK DACH DACHIEE
#EE12E @Chris_P_Duck_
U
43. Our Results: Rejection Rates
• Declining Rejection Rates
o11.6% reduction in first quarter since launch
• This is more than the total we had achieved three quarters prior
#EE12E @Chris_P_Duck_
U
44. How this Affects Investment
UK SMB Example
FY12 SMB Model FY12 SMB Model
Investment required $ 850,633 Investment required $ 670,367
Lead to spend ratio 1:130 Lead to spend ratio 1:130
Inbound leads required 6543 Inbound leads required 5157
Lead to op conversion rate 20% Lead to op conversion rate 20%
Total passed opps 1309 Total passed opps 1031
Rejection Rate 51% Rejection Rate 19%
Total accepted opps 867 Total accepted opps 867
Total pipeline inc sales cycle $ 13,000,000 Total pipeline inc sales cycle $ 13,000,000
ARR Goal total $ 2,600,000 ARR Goal total $ 2,600,000
• Fixed Client Base
• Limited Resources
• Recession
#EE12E @Chris_P_Duck_
U
46. Our Results: Culture
• By completely aligning the Sales and Marketing teams
in our EMEA Business Unit, we have made sure the
people, process and systems around the world are
working together for total Revenue Performance
Management.
• The results of this alignment have had a profound
cultural impact on us as well as an impact on revenue,
with 20% growth this past year.
• We finally have a predictive model and a united team to
drive the business every day.
#EE12E @Chris_P_Duck_
U
47. Do this next: Watch this FILM!
• Ignore Baseball
• Passion
• How to Carry out a
successful Project
Mistakes
Stakeholders
• Lead Scoring
Scouting model
#EE12E @Chris_P_Duck_
U
48. And Finally…
1. Create and
Respect the
Funnel
2. Run a Content
Mapping Exercise
3. Start your own
“Fellowship of
the Lead”
#EE12E @Chris_P_Duck_
U
49. Thank You!
• Chris Porreca
• Marketing Operations Analyst @ Concur EMEA
• Chris_P_Duck_
• Chris Porreca
• chris.porreca@concur.com
• Chris Porreca
#EE12E @Chris_P_Duck_
U
51. Next Webcast: Marketing Automation #13
Next Webcast :Cloud Marketing
July 24th - 1pm UK/2pm CET
Webcasts
are broadcast live monthly on the
“Demand Generation” channel
http://www.brighttalk.com/channel/275
John Sweeney
LI: B2B Marketing Automation UK
Customer Success Director
Email: John.Sweeney@demandgen.com
Phone: +44 (0) 207 096 1835
Ebrief LEAD NURTURING
Ebrief LEAD SCORING
Editor's Notes
“DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
ChrisEmphasise why it’s so important to have everyone in this stage. Without this there will be no BUY IN and it will put your project at risk
ChrisNow let’s introduce Demand Generation, which is Marketing + Sales working together. Concur Marketing and Sales have gone through this project together to define the Demand Funnel and the definition of lead scoring. Marketing will now do it’s part to not only create the demand, but also score and prioritize them for the MDR (sales) function with the agreed upon criteria.
ChrisTwo dimensions to the score – Qualification (Fit) and Interst, which we translate to an A – E Lead Rating.
ChrisHere is how we measure interest. All of this is tracked via Eloqua.