Moving from tactical to strategic B2B marketing
1. Tactical marketing focuses on generating leads through mass campaigns but often fails to properly identify customer needs and qualify leads. This results in low-quality leads that sales ignores and missed opportunities.
2. Strategic marketing takes a more structured approach to define goals, understand target markets and audiences, and implement integrated programs. This includes in-depth audience analysis and long-term lead nurturing strategies.
3. Strategic marketing is shown to generate 50% more sales-ready leads at 33% lower cost per lead. It also reduces the percentage of ignored marketing leads from as high as 80% to 25%. Taking a strategic approach improves lead quality and return on
Today, marketing is more than simply about doing some communications and throwing leads over the wall to sales. It is a discipline that touches every part of the sales cycle – attracting new customers, making them sales-ready, helping close the deal, converting new customers into advocates, delivering long-term repeat sales.
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
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8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Your customers are smarter, more capable, and better- informed than ever before. This new breed of consumer demands a better breed of marketing, and the Pardot platform has the capabilities to get you there.
Today, marketing is more than simply about doing some communications and throwing leads over the wall to sales. It is a discipline that touches every part of the sales cycle – attracting new customers, making them sales-ready, helping close the deal, converting new customers into advocates, delivering long-term repeat sales.
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
www.bibbyconsultinggroup.com.au
Follow us:
Instagram: http://instagram.com/bibbyconsulting
Facebook: http://facebook.com/bibbyconsulting
Twitter: http://twitter.com/bibbyconsulting
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Bibby Consulting: http://bibbyconsultinggroup.com.au
Nathanial Bibby: http://nathanialbibby.com.au
LinkedInsider: http://linkedinsider.com.au
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Your customers are smarter, more capable, and better- informed than ever before. This new breed of consumer demands a better breed of marketing, and the Pardot platform has the capabilities to get you there.
Developing an effective B2B content marketing strategyAlia Samhat
Content plays a critical role in B2B marketing. Yet many companies find their efforts miss the mark. We address the challenges in this content marketing guide.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
To learn how to track and identify your ideal buyer, amplify your efforts across multiple channels, and work with sales to capture different types of leads.
The mergence of Marketing and eMarketing - Dan RoseCorporate College
Dan Rose, President of Precision Dialogue, discusses the mergence between traditional marketing and eMarketing at the eMarketing Techniques Series at Corporate College. Brought to you by the Key Entrepreneur Development Center.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
In e-commerce today, the concept of customer segmentation offers marketers a powerful means of dissecting their audiences and connecting with consumers on a more personal one-to-one level.
When you leverage data insights and personalization, you can make the customer feel like they are understood. This personalization also allows you to present them with tailor-made solutions to their pain points.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
7 ESSENTIAL TIPS FOR EFFECTIVE LEAD GENERATION.pptxA2digital
: In simple words, Lead Generation/Lead generation marketing is the process of getting people interested in your business and gradually converting them through your pipeline into paying customers. Some people see lead generation as a big email blaster and an intrusive salesperson. However, today these techniques are no longer successful.
Developing an effective B2B content marketing strategyAlia Samhat
Content plays a critical role in B2B marketing. Yet many companies find their efforts miss the mark. We address the challenges in this content marketing guide.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
To learn how to track and identify your ideal buyer, amplify your efforts across multiple channels, and work with sales to capture different types of leads.
The mergence of Marketing and eMarketing - Dan RoseCorporate College
Dan Rose, President of Precision Dialogue, discusses the mergence between traditional marketing and eMarketing at the eMarketing Techniques Series at Corporate College. Brought to you by the Key Entrepreneur Development Center.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
In e-commerce today, the concept of customer segmentation offers marketers a powerful means of dissecting their audiences and connecting with consumers on a more personal one-to-one level.
When you leverage data insights and personalization, you can make the customer feel like they are understood. This personalization also allows you to present them with tailor-made solutions to their pain points.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
7 ESSENTIAL TIPS FOR EFFECTIVE LEAD GENERATION.pptxA2digital
: In simple words, Lead Generation/Lead generation marketing is the process of getting people interested in your business and gradually converting them through your pipeline into paying customers. Some people see lead generation as a big email blaster and an intrusive salesperson. However, today these techniques are no longer successful.
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
The goal of “social selling” is to increase sales by fostering relationships with potential prospects and stimulating conversations with those customers through social media platforms. For
example, on LinkedIn, marketing specialists share advice with a targeted audience of firms in a specific area (e.g., eCommerce, SaaS, finance).
Consistent participation on the platform increases their credibility and eventually, their
clientele. This approach allows you to market your business without making your posts look
like ads.
The goal of both traditional social media marketing and social selling is to make a sale. Social media marketing focuses on branding and aiming to reach a wider audience rather than just deal closures. On the other hand, in social selling, you leverage your own personal brand to connect with potential buyers. To put it simply, social selling is sales-focused, while social media marketing is more concerned with expanding a company’s brand. It’s setting yourself up as a credible thought leader or industry expert to get more sales.
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
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3. Use various list-to-lead techniques by Markable Solutions
When target positioning for marketing, know your clients well enough to be your best friend. Make a clear definition of the type of person the business would appeal to. What are the likes, dislikes, experiences, and values of the prospect? What kind of energy is needed to appeal to them? Only then could you start targeting your search campaign.
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
A look at the difficulty in creating brand awareness in a B2B setting, and adopting 5 different approaches to assess the impact of social media has in such an environment.
Account based heralds the dawn of new breed marketers who take their marketing strategy very seriously.In lakeb2b we practice account based marketing for fruitful results.
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Content Marketing: Before you Write, Understand their PlightNuGrowth Solutions
Over the last several years, content
marketing has exploded in popularity.
In fact, 90% of all organizations use
content in their marketing efforts and
78% of CMOs see custom content as the
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Learn how demand generation differs from lead generation, and how demand gen can help businesses build loyalty, reach new audiences and increase conversions.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Similar to Strategic B2B Marketing: Great insights for beginners and experience Marketers!! (20)
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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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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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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2. 2
1.The Chartered Institute of Marketing
(CIM)
2. B2B Internet statistics Compendium
January 2012
Introduction
The definition of Marketing is
‘The Management process which
identifies, anticipates and satisfies
customer requirements efficiently
and profitably.’1.
But in a vast number
of businesses and marketing teams,
the meaning has gotten lost. As
more and more marketers are
measured on the number of leads
they provide to the business, and
are having to constantly justify
their existence to finance and other
departments, marketing has become
focused on lead generation rather
than identifying and anticipating
customer needs and subsequent lead
development.Tactical campaigns are
sent out ad-hoc to generate leads and
show the business that marketing is
contributing and therefore valuable.
For the most part this approach might
even deliver some of your KPIs – so
is the hype surrounding strategic
marketing justified? Is tactical
marketing really so bad?
What’s your biggest marketing
challenge? 39% of B2B marketers cite
a lack of ability to stop executing and
think strategically as their biggest
marketing challenge.2.
Mass marketing
overshadows small
opportunities with
bigger value
3. 3
With so much focus on the
marketing execution, marketing
teams are missing the biggest
and most important part of their
job – identifying the right market,
understanding their audience in
this market, and sending the right
message to the right person. Moving
to a strategic marketing approach
corrects this.
3. B2B Internet statistics Compendium
January 2012
Tactical marketing
in a nutshell
In the aim to get as many leads as
possible, marketing teams focus
on the size of their database rather
than the quality of the prospects in
it. Audiences are overloaded with
multiple campaigns; each with a
different message hoping one will
resonate with the audience and
generate a lead. Some marketers
will even manage to do this relatively
well using thought leadership and
multi channel marketing, since B2B
audiences respond well to these types
of campaigns and marketing tactics.
However, this hit and miss approach
is potentially damaging for your
brand, and even if a customer has
downloaded a whitepaper on ‘The
future of B2B Marketing’ for example,
it doesn’t mean they are ready to buy
your products and solutions. It simply
means that they are interested in
where your marketing is taking them.
Likewise, an audience may like the
informative series of whitepapers,
webinars, guides and videos that you
send, but have no idea what you do.
So even though you might be quite
good at generating leads, most new
leads are not ready to engage. When
a sales rep then tries to contact a
lead before he or she is ready, it
reinforces the general impression
that marketing-generated leads are
no good. Sales subsequently stop
following leads up as they are poorly
qualified, so choose only the ones they
think could deliver big. But size isn’t
everything and small opportunities
that could have bigger lifetime value
risk getting ignored and snatched up
by competitors.
Acquiring leads was the top strategic
priority in 2011 for more than half (55%) of
B2B organisations surveyed compared to
39% that wanted to better understand their
customers/audience.3.
While it is sometimes true that tactical marketing can
help you meet your monthly targets and maybe even
get some kudos from your team, it falls short in many
respects – from delivering the best returns for your
efforts and budget, to job satisfaction and progress.
There are many reasons for this.
4. 4
Strategic marketing –
what’s it all about?
By doing so, you can educate and
qualify prospects over time to build
a continuous stream of sales-ready
leads that will turn into long-term
profitable relationships and ultimately
drive improved return on investment.
Shifting your focus and effort away
from ‘mass marketing’ campaigns to
ones that nurture customers along a
marketing funnel, allows you to learn
more about your prospects.
By identifying who responds to what,
you can begin to create a picture of
what challenges they are facing.This
allows you to send more effective
campaigns based on their interests,
keeping them engaged, so when
they are ready to purchase they are
already warmed up and much more
receptive to your product messaging.
Understanding your customers and
giving them the opportunity to engage
more closely with you makes your role
as a marketer more satisfying. But
what exactly does this involve?
Strategic marketing is a more structured approach
where you define what you’re trying to accomplish,
understand the markets and audiences, and implement
an integrated marketing program.
Myth: “…you need a large system to
manage your customer data”
In reality, a smaller, defined targeted list
of quality prospects can often be managed
within Excel or MS Access.
A defined, targeted list
of quality prospects has
greater value
5. 5
4 steps to setting up a
strategic marketing campaign
Once you have defined your business
objectives, you’ll need to identify
your market. Firstly, establish the
opportunity to increase share of
wallet within your existing customer
base. Using a single customer view,
you can understand how many
unique customers you have across
your business/es, how many have
relationships with all your products,
and how many have just one product?
You can then use product opportunity
and potential models to establish
what opportunity there is to increase
your share of wallet.
Step 1: Identify your market
Secondly, you need to understand
your prospect pool by matching
prospects to existing customer traits.
By understanding the difference in
customer profiles from those who
purchase just one product to those
with multiple relationships and
different spend patterns, you can
determine their propensity for your
products and calculate likely spend
and purchase frequency to see who
are the most valuable prospects.
Just under two-thirds of B2B
companies say they know or
understand the prospects they are
selling to well (41%) or extremely well
(20%).4.
This leads to targeting just one
person in a complex decision-making
unit, or targeting several people within
the same company with the same
message rather than identifying,
anticipating and satisfying each
individual’s requirements - from the
main user to the gatekeeper and IT
to procurement.
This is compounded further by the
complexity of B2B data, which is
inherently different from B2C. Job
titles are inconsistent, people move
jobs or change position, and you
might need to target different people
within the same organisation using
different messaging – to do this you
need to understand the ins and outs
of a business, including their decision-
making unit. But where do you start?
Structural characteristics:
understanding a company’s sector,
the size of the company in terms
of employees, turnover, or even
balance sheet, and their locations
will help you understand their
challenges and which products
could be most relevant.
Complexity measures:
finding out whether a company is
registered or a sole trader, whether
it is part of a corporate group or is
independent, and establishing the
number of sites and their geographic
dispersion, will help you get a better
understanding of their decision-
making unit.
Step 2: Understand your audience
4. Demandbase, 2011 NationalWebsite
Demand Generation Study,
September 2011
Behavioural characteristics:
identifying international activity,
the age of a company, its generosity,
and in the case of small companies,
certain owner characteristics such
as age and wealth, can all help you
predict how a company conducts
their business and makes
purchasing decisions.
Performance measures:
seeing a company’s financial strength,
peer group performance and growth,
will help you understand the potential
a company has to invest.
Understand the person
speaking to your customers to ask
them how your products fit into their
wider role and using this insight to
create persona groups for them,
allows you to create content that fits
those needs. It also means that you
can use marketing channels that your
target is most engaged with.
6. 6
Lead nurturing is not sending out an
e-newsletter on a semi-regular basis,
randomly calling leads every six
weeks to see if they are ready to buy,
or blasting your entire database with
a new case study.
Unlike the consumer world where we
buy emotionally and post-rationalise
afterwards, in business we purchase
products and services when we
recognise a need or problem. Once
we’ve identified this we normally
need to get buy in from various
stakeholders and put together a
business case, particularly for high
value products or solutions.
By developing a long-term lead
nurturing strategy, you can start
building a relationship with a series
of useful, relevant communications
nurturing these customers. So when
they become aware they have a need,
your communications are ready to
give them the answers and drive them
down your marketing funnel to deliver
sales ready leads.
So what are the different stages of a
lead nurturing campaign?
Stage 1: Awareness
The aim of this communication is
to educate prospects using thought
leadership content. If it’s relevant,
they could recognise an issue in
their business to trigger a need they
weren’t necessarily aware of. Guides
and whitepapers, for example, work
particularly well here.
Stage 2: Consider
If they respond to stage 1 you can
start gently moving them down the
marketing funnel by showing them the
steps they need to go through to fix
the issue.
This isn’t your product sell as that’s
only part of the answer and content
should be closely related to your
earlier communications and include
a clear call to action! For example,
a ‘How to’ webinar or step-by-step
guide work well.
Ask yourself the
question, would
this be of interest to
someone that never
bought a single
product from you?
According to MarketingSherpa, B2B
organisations on average allocate just 6%
of their marketing budgets to lead nurturing,
while 12% is allocated to email marketing.5.
Sending a series of emails promoting your latest
case study or products is more likely to result in
an unsubscribe than a sale!
5. 2011 B2B Marketing Benchmark Survey, MarketingSherpa,August 2011
Step 3: Develop a long-term
lead nurturing strategy
Stage 3: Buy
If they respond now you can
demonstrate how your product and
services could help them apply the
fixes. Product overviews, demos and
case studies are ideally suited for this
stage of the campaign and are the
final jigsaw piece prior to a sales call.
If they respond, they’re sales ready!
Don’t be put off if they don’t respond
straight away, just keep nurturing
until they are ready.
A successful lead nurturing campaign
is consistent and integrated across
your selected mediums. It is therefore
important to keep your branding
and messaging consistent.You only
want one message to stick with your
consumers - prospects should be
able to scan your email and see the
value within seconds. If you can’t
keep it consistent, short and relevant
you’ll quickly become irrelevant in the
minds of your audience.
7. 7
Although monitoring is the final step
in implementing a strategic marketing
approach, the process is in fact on-
going. Different mediums and content
will work for different audiences and
campaigns, and through trial and
error, you will be able to make the
necessary adjustments along the way
to optimise your results.
Tracking your progress will allow
you to see what is working and
what isn’t so that you can update
your communications as things
change. Monitor clicks and see
what content pieces resonate better
with your recipients.This will allow
you to improve your understanding
and improve your lead nurturing
campaigns further down the road.
Your industry isn’t static and neither
are your offers – by testing, evaluating
and fine-tuning your lead nurturing
campaigns on a regular basis, you can
keep them relevant and interesting.
The return on investment
Marketers who use a strategic
approach to understand their
audience’s needs bring in significant
long-term value – to their business
and their job role. Revenue forecasts
are likely to be more accurate and
having a smaller list of high quality
prospects allows you to send fewer,
high value campaigns that generate
more revenue over a 12-month period.
You can also set up warmer sales
conversations, strengthening your
relationship with sales and ensuring
that you work together to maximise
revenue share from every lead –
revenue that feeds back into your
annual sales figures. Research shows
that companies successfully using
lead nurturing generate 50% more
sales-ready leads at 33% lower cost
per lead.The percentage of marketing
generated leads that are ignored by
sales is also reduced from as high as
80% to as low as 25%.6.
Strategically planned emails also
have a slightly higher unsubscribe
rate than tactical email sends. While
this can be viewed as negative
performance, it actually indicates that
a strategic approach is doing its job
of qualifying leads and eliminating
people who are not interested in
your business or your solutions.
Only the most engaged leads will
move down the marketing funnel
and can potentially turn into great
new customers – ensuring your time,
resource and budget is well spent.
Companies that excel at lead nurturing
generate 50% more sales-ready leads at
33% lower cost per lead.These companies
also reduce the percentage of marketing
generated leads that are ignored by sales
from as high as 80% to as low as 25%.
6. Marketo, Forrester, CSO Insights,
and others
Step 4: Monitor your results
Handle your prospects
with care to drive
profitability
8. 8
To get help identifying your markets and
understanding your audience, contact us at
ph@uk.experian.com
Getting started
One of the best places to start is
to focus on your existing database,
understanding where the value
opportunity is and introducing more
regular engaging content into your
plans to start building trust and
credibility. By understanding who
your target audience really is and
what is important to them, you can
put together a strategy that gets
more qualified prospects to call,
reduces your sales cycle, and
increases your ROI, making the
benefits of a strategic marketing
approach far-reaching.
Although moving from tactical to strategic marketing
may sound like a challenge, it doesn’t involve making lots
of big changes. It’s really just enhancing and optimising
what you’re already doing to be more effective.