Lead Lifecycle Management and Marketing Automation
From Sylvia Jensen, Sr. Director of EMEA Marketing at Oracle Marketing Cloud
//
The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners.
The May event focussed on making the most of the digital conversation, and involved speakers from Google DoubleClick, LinkedIn, Oracle Eloqua, Sysomos, Purestone and LEWIS.
For more information visit the event page: thebigpicture2015.purestone.co.uk
"Driving Adoption for your Startup" by Emil Martinsek, VP of Product & GrowthTheFamily
Launching a product with market-fit is just one piece of putting together a successful startup. Driving adoption is often the real test!
The secret? A strong focus on viable growth channels and a culture that embraces impact today rather than in the future. A key success to growth at GetYourGuide and other startups has been exploiting inefficiencies of channels and competitors. This session covers a basic framework for finding inefficiencies, positioning the product, and exploiting both to create a scaling and viable startup.
Emil Martinsek is the VP of Product & Growth at GetYourGuide where his team is working to disrupt the tours and activities industry and help customers turn their trips into amazing experiences. His previous work includes over six years at Expedia launching products to U.S. and European travellers and three years at the forward-thinking Accenture Technology Labs.
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016Full Circle Insights
www.fullcircleinsights.com
Jon Donlon discusses the Demand Waterfall and explores the best practices to unlocking sales and marketing performance in world class organizations.
April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.
A Whirlygig Tour of Emerging Marketing Technology CategoriesMarTech Conference
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: A Whirlygig Tour Of Emerging Marketing Technology Categories. PRESENTATION: A Whirlygig Tour of Emerging Marketing Technology Categories - Given by Jay Famico, @jayfamico - Sirius Decisions, Practice Director, Technology
Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More...HubSpot
The sales landscape is changing, but is your sales organization keeping up? Jay Gaines (VP and Group Director, SiriusDecisions), Mark Roberge (CRO, HubSpot), and Pete Gracey (COO, AGSalesworks) explain what teleprospecting best practices look like today, and why your organization would benefit from implementing them.
Showpad and eloy water: activating indirect sales channels to scale growthSHOWPAD NV
Establishing good relationships with sales channels has become a strategic advantage, as it enables companies to reach new target markets and scale their business. However, a lot of companies struggle with effectively managing these channels.
Check out the slides of this recorded webinar and get insights on how Showpad’s sales enablement platform supported Eloy Water's stellar growth and gave them control on the messaging and branding of their sales channels.
Otherwise, take a look at the On-Demand recording: http://content.showpad.com/webinar-activate-indirect-sales-channels-scale-business-growth
From the eCommerce Summit in Atlanta June 3-4, 2009 where Michael Miller from Fit For Commerce shares ways to identify the right partners and solutions to grow your eCommerce business. Find out more about eCommerce Merchants at http://www.ecmta.org
2nd Annual State of Revenue Operations ReportSales Hacker
What You'll Learn
- The current state of RevOps (survey results from 2,462 B2B practitioners!)
- The biggest challenges & barriers that hinder companies transitioning to revenue ops for the first time
- The steps companies are taking today to fix the customer journey & deliver a unified customer experience across their go-to-market teams (sales, marketing, customer success, and operations)
- Real-world examples & stories “from the field”, from world-class RevOps executives and practitioners
https://www.saleshacker.com/lp/2nd-annual-revenue-operations-report/
"Driving Adoption for your Startup" by Emil Martinsek, VP of Product & GrowthTheFamily
Launching a product with market-fit is just one piece of putting together a successful startup. Driving adoption is often the real test!
The secret? A strong focus on viable growth channels and a culture that embraces impact today rather than in the future. A key success to growth at GetYourGuide and other startups has been exploiting inefficiencies of channels and competitors. This session covers a basic framework for finding inefficiencies, positioning the product, and exploiting both to create a scaling and viable startup.
Emil Martinsek is the VP of Product & Growth at GetYourGuide where his team is working to disrupt the tours and activities industry and help customers turn their trips into amazing experiences. His previous work includes over six years at Expedia launching products to U.S. and European travellers and three years at the forward-thinking Accenture Technology Labs.
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016Full Circle Insights
www.fullcircleinsights.com
Jon Donlon discusses the Demand Waterfall and explores the best practices to unlocking sales and marketing performance in world class organizations.
April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.
A Whirlygig Tour of Emerging Marketing Technology CategoriesMarTech Conference
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: A Whirlygig Tour Of Emerging Marketing Technology Categories. PRESENTATION: A Whirlygig Tour of Emerging Marketing Technology Categories - Given by Jay Famico, @jayfamico - Sirius Decisions, Practice Director, Technology
Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More...HubSpot
The sales landscape is changing, but is your sales organization keeping up? Jay Gaines (VP and Group Director, SiriusDecisions), Mark Roberge (CRO, HubSpot), and Pete Gracey (COO, AGSalesworks) explain what teleprospecting best practices look like today, and why your organization would benefit from implementing them.
Showpad and eloy water: activating indirect sales channels to scale growthSHOWPAD NV
Establishing good relationships with sales channels has become a strategic advantage, as it enables companies to reach new target markets and scale their business. However, a lot of companies struggle with effectively managing these channels.
Check out the slides of this recorded webinar and get insights on how Showpad’s sales enablement platform supported Eloy Water's stellar growth and gave them control on the messaging and branding of their sales channels.
Otherwise, take a look at the On-Demand recording: http://content.showpad.com/webinar-activate-indirect-sales-channels-scale-business-growth
From the eCommerce Summit in Atlanta June 3-4, 2009 where Michael Miller from Fit For Commerce shares ways to identify the right partners and solutions to grow your eCommerce business. Find out more about eCommerce Merchants at http://www.ecmta.org
2nd Annual State of Revenue Operations ReportSales Hacker
What You'll Learn
- The current state of RevOps (survey results from 2,462 B2B practitioners!)
- The biggest challenges & barriers that hinder companies transitioning to revenue ops for the first time
- The steps companies are taking today to fix the customer journey & deliver a unified customer experience across their go-to-market teams (sales, marketing, customer success, and operations)
- Real-world examples & stories “from the field”, from world-class RevOps executives and practitioners
https://www.saleshacker.com/lp/2nd-annual-revenue-operations-report/
Demand Gen Report - Stuck in the Middle - Strategies for Turbocharging Your F...Full Circle Insights
www.fullcircleinsights.com
Part of the Demand Get Report Lead Lifecycle Series.
In the middle of the funnel, the stakes are high and the potential opportunity is great. There are plenty of places to clear bottlenecks, improve marketing-to-sales alignment, and drive growth. Learn about common problems in the middle of the funnel, how to diagnose them, and ways to solve them. See how Vidyard built its revenue operations organization and diagnosed MOFU problems.
With guest Joe Gelata, Head of Global Revenue Operations at Vidyard.
Revenue Operations Management: Building a Finance Technology Strategy to Opti...Proformative, Inc.
Learn how to deliver effective revenue operations management, critical to the success of the entire enterprise, via this recorded session from Transverse. Effective revenue operations management is critical to the success of the entire enterprise, but it can be inhibited by complex sets of manual processes and systems, numerous stakeholders and the need to collect and manage vast amounts of information. Join finance and technology leaders to hear how they are eliminating barriers and challenges to revenue operations management and prioritizing Finance Technology investments to support and influence cross-functional alignment around revenue strategy.
Speaker: Chris Couch, COO and Co-Founder, Transverse
Presentation delivered at ProformaTECH 2014 - http://www.proformatech.com
Track: Finance Technology Landscape | Session: 3
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Kevin Marasco
How to operationalize the demand funnel - as presented at Sirius Decisions Summit 2014. Presented by Kevin Marasco, HireVue CMO and David Lewis, CEO DemandGen.
Learn how to recruit top talent in half the time with HireVue's Talent Interaction Platform at hirevue.com
About HireVue - HireVue make business personal again. And we do it by promoting meaningful human interaction through a digitally-enhanced, connected experience that we call a Talent Interaction Platform™.
Improve your sales strategy with sales playbooksSHOWPAD NV
Did you know that 70% of bad sales interactions result in immediately lost revenue? Oftentimes, this happens because a sales rep struggles to find the most appropriate material during the sales meeting. Enter sales enablement, the ability to equip your sales team with the right material for the right meeting.
Integrate guided selling to further leverage your sales enablement strategy. With interactive playbooks, sales reps put the customer at the heart of the meeting and address the topics that really matter.
In this webinar, Julien Lescure from Hickup UK, moderated by Mario Haneca from Showpad explains how B2B companies outperform their industry by integrating interactive HTML5 playbooks in their existing sales enablement platform.
A good pitch should do more than just say stuff about your business. It should present the compelling points briefly and in an order that is logical and engaging.
SiriusDecisions - The Value of Value Selling & Marketing - Using ROI / TCO To...Alinean, Inc.
Your buyers are concerned about the economics of each purchase decision, and as a result, require financial justification early and often throughout the buyers journey.
At the same time, your standard product-centric content and demo-laden sales approach haven’t kept pace.
You have to change, and in order to do so, need to invest in new content, tools and training to effectively implement a value-focused sales and marketing approach. But this is easier said than done, as many organizations are scrutinizing new sales and marketing investments, spending less, not more, on content and enablement.
So, how do you make the case for more investment in value?
How do you quantify the tangible value of value, to make a solid business case?
In this interview, Peter Ostrow , Research Director from the sales and marketing advisory firm SiriusDecisions, discusses the business benefits of Value, with solid advice on how to measure the impact and prove the ROI from taking your value selling and marketing from “good” to “great”.
This session will give you the practical models and metrics to quantify and communicate the business case for Value, providing the framework to establish the right Value Marketing and Selling programs, project the potential business value and drive outcomes post deployment.
November 10, 2016 11:00 am
Duration: 45 minutes
Presented By
Peter Ostrow
SiriusDecisions
Research Director, Sales Enablement Strategies
Tom Pisello
The ROI Guy
Alinean
CEO & Founder
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring VendorsInfer
Predictive scoring is all the rage amongst data-driven marketers, but how do you know which vendor is best? If you want to hit a home run for your B2B company, it’s time to educate yourself on what exactly predictive lead scoring is, and how you can choose the right partner to help you hit it out of the park. Infer invites you to join one of the authors of SiriusDecisions’ new Field Guide to Predictive Lead Scoring for a free educational webinar.
Not looking for funding, looking for feedback and partners.
Ecommerce Technology (ecommercetech.io) seeks to connect Ecommerce store owners and teams with the right Ecommerce technology to serve their specific needs.
We will do this by building the largest partner network in the Ecommerce tech ecosystem, and leveraging that partner network, in conjunction of demos and other content, to build the largest audience of Ecommerce technology purchasers in the world.
Business Value Summit Keynote - IDC + Alinean - Why Financial Justification /...Alinean, Inc.
Financial justification remains a requirement, this according to research by IDC’s business value consulting group, with a whopping 95% of decision makers requiring proof of business value outcomes prior to considering and approving a business purchase.
Although required to gain approval, buyers struggle with the metrics and models to provide financial justification to ever more frugal executives and buying committees, delaying or in many cases stalling the decision entirely.
If you are an IT or B2B solution provider, the research clearly indicates you can’t leave financial justification to your buyer, or worse, to an unarmed sales rep.
In this keynote presentation at the Business Value Summit in Santa Clara CA, Randy Perry VP of Business Value Consulting for IDC and Tom Pisello, CEO / Founder of Alinean discuss the increasing need for financial justification by IT and other B2B buyers and what you need to do now as a solution provider to meet and exceed this requirement.
If you are in product marketing, content development, value engineering or sales enablement, this is a must attend event, to get tangible advice on how to drive more deals, win rates and sales cycle acceleration.
Building a Revenue Engine - Revenue EngineerJoe Gelata
April 2011 presentation given at Communitech Strategic Marketing Peer2Peer session. Topics include the three stages of the revenue engine, Marketing Automation, Revenue Performance Management, and organizational models that support revenue generation.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
The Five Pillars of Value Marketing & Selling Success - Maximizing your ROI f...Alinean, Inc.
Featuring:
Dave Stachura – VP Customer Success, Alinean
Tom Pisello – CEO / Founder, Alinean
“If you build it, they will come” is a quote made famous in the movie Field of Dreams. While the philosophy behind this saying worked great in a Hollywood movie about a fictional baseball field built in an Iowa cornfield, applying it when launching a new value / ROI tool to your organization may prove disastrous.
Once you’ve wrapped up development on that new value / ROI tool, you now have to make sure the launch is successful. A business value / ROI tool can be a fantastic foundation to business value selling success, but to elevate to greatness, you need more.
We have seen incredible roll-out success over the past 20 years of developing and delivering value marketing and selling tools. Some launching with great adoption (>80%) and >$100M+ incremental revenue results, and some, not so much.
In this informative session, Dave Stachura, former Sales Enablement lead at AMD and Alinean’s new VP of Customer Success, will discuss the common “failure to launch” characteristics and discuss in detail the Five Pillars of Value Success: the definitive roadmap for launch success.
Do the Math: The Smart Analysis your CEO and CFO Expect (even if they haven’t...Actuate Corporation
For the first time, Marketers have the ability to collect and measure almost any data imaginable. As a result, too many of us find ourselves violating Robert McNamara’s maxim – we try to make what’s measurable important, vs. making the important measurable. How do we reach that elusive Goldilocks state of measuring not too much, not too little, but just the right things? Start with the executive management team. What metrics are they using to run the business, and how can you help?
This session will review real dashboards and reports you can use to communicate to stakeholders in sales and finance, inform long-term plans, and continually optimize execution. The result? Marketing’s credibility increases, your forecasts become more accurate even than those of Sales, and you assume your rightful place as indispensable consigliore to your C-levels.
Influencer Relations: The Strategy and The ScienceLEWIS
What is influencer relations? This presentation aims to define what influencer relations is and how to identity and engage key influencers, measure influencer authority and track influencer relations activity and ROI.
The Big Picture, May 2015: The Power of Data - Rick JonesLEWIS
The Power of Data
From Rick Jones, Head of Client Development at Google's DoubleClick
//
The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners.
The May event focussed on making the most of the digital conversation, and involved speakers from Google DoubleClick, LinkedIn, Oracle Eloqua, Sysomos, Purestone and LEWIS.
For more information visit the event page: thebigpicture2015.purestone.co.uk
Demand Gen Report - Stuck in the Middle - Strategies for Turbocharging Your F...Full Circle Insights
www.fullcircleinsights.com
Part of the Demand Get Report Lead Lifecycle Series.
In the middle of the funnel, the stakes are high and the potential opportunity is great. There are plenty of places to clear bottlenecks, improve marketing-to-sales alignment, and drive growth. Learn about common problems in the middle of the funnel, how to diagnose them, and ways to solve them. See how Vidyard built its revenue operations organization and diagnosed MOFU problems.
With guest Joe Gelata, Head of Global Revenue Operations at Vidyard.
Revenue Operations Management: Building a Finance Technology Strategy to Opti...Proformative, Inc.
Learn how to deliver effective revenue operations management, critical to the success of the entire enterprise, via this recorded session from Transverse. Effective revenue operations management is critical to the success of the entire enterprise, but it can be inhibited by complex sets of manual processes and systems, numerous stakeholders and the need to collect and manage vast amounts of information. Join finance and technology leaders to hear how they are eliminating barriers and challenges to revenue operations management and prioritizing Finance Technology investments to support and influence cross-functional alignment around revenue strategy.
Speaker: Chris Couch, COO and Co-Founder, Transverse
Presentation delivered at ProformaTECH 2014 - http://www.proformatech.com
Track: Finance Technology Landscape | Session: 3
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Kevin Marasco
How to operationalize the demand funnel - as presented at Sirius Decisions Summit 2014. Presented by Kevin Marasco, HireVue CMO and David Lewis, CEO DemandGen.
Learn how to recruit top talent in half the time with HireVue's Talent Interaction Platform at hirevue.com
About HireVue - HireVue make business personal again. And we do it by promoting meaningful human interaction through a digitally-enhanced, connected experience that we call a Talent Interaction Platform™.
Improve your sales strategy with sales playbooksSHOWPAD NV
Did you know that 70% of bad sales interactions result in immediately lost revenue? Oftentimes, this happens because a sales rep struggles to find the most appropriate material during the sales meeting. Enter sales enablement, the ability to equip your sales team with the right material for the right meeting.
Integrate guided selling to further leverage your sales enablement strategy. With interactive playbooks, sales reps put the customer at the heart of the meeting and address the topics that really matter.
In this webinar, Julien Lescure from Hickup UK, moderated by Mario Haneca from Showpad explains how B2B companies outperform their industry by integrating interactive HTML5 playbooks in their existing sales enablement platform.
A good pitch should do more than just say stuff about your business. It should present the compelling points briefly and in an order that is logical and engaging.
SiriusDecisions - The Value of Value Selling & Marketing - Using ROI / TCO To...Alinean, Inc.
Your buyers are concerned about the economics of each purchase decision, and as a result, require financial justification early and often throughout the buyers journey.
At the same time, your standard product-centric content and demo-laden sales approach haven’t kept pace.
You have to change, and in order to do so, need to invest in new content, tools and training to effectively implement a value-focused sales and marketing approach. But this is easier said than done, as many organizations are scrutinizing new sales and marketing investments, spending less, not more, on content and enablement.
So, how do you make the case for more investment in value?
How do you quantify the tangible value of value, to make a solid business case?
In this interview, Peter Ostrow , Research Director from the sales and marketing advisory firm SiriusDecisions, discusses the business benefits of Value, with solid advice on how to measure the impact and prove the ROI from taking your value selling and marketing from “good” to “great”.
This session will give you the practical models and metrics to quantify and communicate the business case for Value, providing the framework to establish the right Value Marketing and Selling programs, project the potential business value and drive outcomes post deployment.
November 10, 2016 11:00 am
Duration: 45 minutes
Presented By
Peter Ostrow
SiriusDecisions
Research Director, Sales Enablement Strategies
Tom Pisello
The ROI Guy
Alinean
CEO & Founder
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring VendorsInfer
Predictive scoring is all the rage amongst data-driven marketers, but how do you know which vendor is best? If you want to hit a home run for your B2B company, it’s time to educate yourself on what exactly predictive lead scoring is, and how you can choose the right partner to help you hit it out of the park. Infer invites you to join one of the authors of SiriusDecisions’ new Field Guide to Predictive Lead Scoring for a free educational webinar.
Not looking for funding, looking for feedback and partners.
Ecommerce Technology (ecommercetech.io) seeks to connect Ecommerce store owners and teams with the right Ecommerce technology to serve their specific needs.
We will do this by building the largest partner network in the Ecommerce tech ecosystem, and leveraging that partner network, in conjunction of demos and other content, to build the largest audience of Ecommerce technology purchasers in the world.
Business Value Summit Keynote - IDC + Alinean - Why Financial Justification /...Alinean, Inc.
Financial justification remains a requirement, this according to research by IDC’s business value consulting group, with a whopping 95% of decision makers requiring proof of business value outcomes prior to considering and approving a business purchase.
Although required to gain approval, buyers struggle with the metrics and models to provide financial justification to ever more frugal executives and buying committees, delaying or in many cases stalling the decision entirely.
If you are an IT or B2B solution provider, the research clearly indicates you can’t leave financial justification to your buyer, or worse, to an unarmed sales rep.
In this keynote presentation at the Business Value Summit in Santa Clara CA, Randy Perry VP of Business Value Consulting for IDC and Tom Pisello, CEO / Founder of Alinean discuss the increasing need for financial justification by IT and other B2B buyers and what you need to do now as a solution provider to meet and exceed this requirement.
If you are in product marketing, content development, value engineering or sales enablement, this is a must attend event, to get tangible advice on how to drive more deals, win rates and sales cycle acceleration.
Building a Revenue Engine - Revenue EngineerJoe Gelata
April 2011 presentation given at Communitech Strategic Marketing Peer2Peer session. Topics include the three stages of the revenue engine, Marketing Automation, Revenue Performance Management, and organizational models that support revenue generation.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
The Five Pillars of Value Marketing & Selling Success - Maximizing your ROI f...Alinean, Inc.
Featuring:
Dave Stachura – VP Customer Success, Alinean
Tom Pisello – CEO / Founder, Alinean
“If you build it, they will come” is a quote made famous in the movie Field of Dreams. While the philosophy behind this saying worked great in a Hollywood movie about a fictional baseball field built in an Iowa cornfield, applying it when launching a new value / ROI tool to your organization may prove disastrous.
Once you’ve wrapped up development on that new value / ROI tool, you now have to make sure the launch is successful. A business value / ROI tool can be a fantastic foundation to business value selling success, but to elevate to greatness, you need more.
We have seen incredible roll-out success over the past 20 years of developing and delivering value marketing and selling tools. Some launching with great adoption (>80%) and >$100M+ incremental revenue results, and some, not so much.
In this informative session, Dave Stachura, former Sales Enablement lead at AMD and Alinean’s new VP of Customer Success, will discuss the common “failure to launch” characteristics and discuss in detail the Five Pillars of Value Success: the definitive roadmap for launch success.
Do the Math: The Smart Analysis your CEO and CFO Expect (even if they haven’t...Actuate Corporation
For the first time, Marketers have the ability to collect and measure almost any data imaginable. As a result, too many of us find ourselves violating Robert McNamara’s maxim – we try to make what’s measurable important, vs. making the important measurable. How do we reach that elusive Goldilocks state of measuring not too much, not too little, but just the right things? Start with the executive management team. What metrics are they using to run the business, and how can you help?
This session will review real dashboards and reports you can use to communicate to stakeholders in sales and finance, inform long-term plans, and continually optimize execution. The result? Marketing’s credibility increases, your forecasts become more accurate even than those of Sales, and you assume your rightful place as indispensable consigliore to your C-levels.
Influencer Relations: The Strategy and The ScienceLEWIS
What is influencer relations? This presentation aims to define what influencer relations is and how to identity and engage key influencers, measure influencer authority and track influencer relations activity and ROI.
The Big Picture, May 2015: The Power of Data - Rick JonesLEWIS
The Power of Data
From Rick Jones, Head of Client Development at Google's DoubleClick
//
The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners.
The May event focussed on making the most of the digital conversation, and involved speakers from Google DoubleClick, LinkedIn, Oracle Eloqua, Sysomos, Purestone and LEWIS.
For more information visit the event page: thebigpicture2015.purestone.co.uk
[Webinar Recap] 7 Ways to Effectively Analyze Data and Evolve CampaignsLEWIS
Learn how to build an effective measurement framework and optimize PR and marketing campaigns based on real results. View our webinar recap hosted during AMEC measurement month 2015.
The convergence of content or how to tell a consistent cross-channel storyLEWIS
A brief guide on how to tell appealing and consistent stories in an omni channel marketing strategy. Do's and don'ts and a couple of examples of how it should be done as presented at LEWIS Kuala Lumpur's quarterly Lunch 'n Learn.
Life at LEWIS means having access to an amazing network of colleagues and opportunities around the world. We have 28 offices and over 550 employees across the US, EMEA and Asia Pacific. Have a sneak peak into our story.
Life at LEWIS: What Does Employee-owned Mean?LEWIS
Employee ownership is central to our independent status. We have 28 offices and over 500 employees worldwide. Our culture is people-centric and we focus on how our teams are trained, how they learn and how they continue to grow as part of a global company. So what does it really mean to be employee-owned?
The Big Picture, November 2015: 10 Marketing Trends for 2016LEWIS
10 Marketing Trends for 2016
From Giles Peddy, Group Managing Director UK, LEWIS
//
The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners.
The November event focussed on what we can expect from digital marketing in 2016, and involved speakers from Google, Purestone and LEWIS.
For more information visit the event page: thebigpicture2016.purestone.co.uk
Life at LEWIS: What Does Employee-Owned Mean? (APAC)LEWIS
Employee ownership is central to our independent status. We have 29 offices and over 600 employees worldwide. Our culture is people-centric and we focus on how our teams are trained, how they learn and how they continue to grow as part of a global company. So what does it really mean to be employee-owned?
88% of marketers invest in content marketing but only 42% of those content marketers have a documented content strategy in place.
LEWIS PR and Adobe recently hosted an exclusive webinar to help content marketers maximise their investment.
Here are the key takeaways, with tips on how to develop an effective content strategy, leverage your in-house experts, produce engaging content and measure your efforts.
Brand journalism is a PR philosophy that stimulates sharing corporate stories in a journalistic way, to engage with customers and stakeholders. Companies need to start becoming more like publishers by having a journalistic mindset. Here are a few brands that have mastered the concept of brand journalism.
Life at LEWIS means having access to an amazing network of colleagues and opportunities around the world. We have 29 offices and over 600 employees across the US, EMEA and Asia Pacific. Have a sneak peak into our story.
Gleanster lead nurturing webinar- draft- 012411 finalSalesfusion
Join SalesFUSION for this in-depth review of the state of lead nurturing in a b2b environment. Includes research and best practices from leading b2b research firm, Gleanster and Principle Analyst, Ian Michiels.
SAFe for Marketing – Extending Towards Real Business Agility - Global SAFe Su...Yuval Yeret
SAFe’s home turf is product/systems/applications development. Let’s talk about challenging this comfort zone by applying it in one of the core business functions – Marketing. Why? Because the marketing operating system is being disrupted and the larger the marketing organization the more it struggles to maintain relevancy and impact. More and more marketing organizations are seeing the impact of Agile and want to benefit as well. How should an organization using SAFe in R&D/IT look at Agile in Marketing? Is SAFe the right choice? Does it work “as is”? Are there any changes needed to support this new context? What are some lessons learned from trying this in the field?
Learning Objectives and Key Takeaways:
At some point in your enterprise transformation you should consider applying SAFe outside of Product Development/IT. Marketing is a great candidate for a next Value Stream to implement SAFe in.
Agile Marketing is possible not just for small nimble companies but also for large organizations with hundreds of marketers and several legacy silos. SAFe provides a blueprint for how to achieve this.
Understand the differences in applying SAFe outside of Product Development/IT and how to adjust the Big Picture / Implementation Roadmap to accommodate these differences.
The ideal “Business Agility” state is actually to bring together Marketing, Product Management/Development, Sales into one Value Stream.
This talk was delivered in the global SAFe Summit in DC in October 2018
From clicks to bricks and why physical stores matter more than everElena Martínez
We are experiencing a growing "clicks to bricks" phenomenon, where pure e-commerce leaders are opening physical stores in an attempt to get closer to their customers and foster loyalty. During this webinar, Elena Martínez, Retail Specialist at Openbravo, will explore this concept and the challenges faced while highlighting the benefits of this strategy that is being followed by leading online retailers.
What Will You Learn?
- The motivations of pure online retailers to invest in physical stores.
- Technologies that offer the highest impact on physical stores.
- The main challenges faced in the attempt to bridge the offline with the online.
This presentation is from our Sales and Marketing seminar conducted in April 2011, where we covered essential topics on Sales and Marketing management including Lead Nurturing, Automating lead Generation, Social Media Marketing and Aligning Sales with Marketing function. The seminar was well received by the audience as they found it informative and interesting. Uploading the presentation on slideshare to reach out and share our knowledge with a wider audience.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
From Clicks to Bricks: Why Physical Stores Matter Today More Than EverOpenbravo
We are experiencing a growing "clicks to bricks" phenomenon, where pure e-commerce leaders are opening physical stores in an attempt to get closer to their customers and foster loyalty.
What's next in B2B Marketing: Looking Beyond Inbound and ABMKarthik Nair
For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.
So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.
At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.
View this presentation for:
1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment
2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG
3. Build alignment with technology/product teams to structure data to move to PLG
4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them
5. A recommended approach to structuring your team
6. Metrics you should track to measure performance
Few marketers are really able to gauge how engaged prospects are with their content. Clicks, fills and downloads are easy enough to measure, but what about the engagement level and time spent viewing content? Tracking the intensity of the behavior can set would-be buyers apart from casual clickers. Listen to LookBookHQ's Elle Woulfe and Oracle Marketing Cloud's David Johnson in this #LLS16 webinar to learn how to tap into the content needs and preferences of your buyers: http://dg-r.co/2bbiFqq
Similar to The Big Picture, May 2015: Lead Lifecycle Management, Sylvia Jensen (20)
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
So, what’s changed? The internet! We felt this mostly as consumers with the ability to research products and services online before we buy them but a similar change as happened in the B2B buying cycle.
1. Buyers are research much more online before they ever speak to a sales person.
2. All of this digital interaction means that the lines between traditional marketing and sales are very blurred. What used to be a part of the sales cycle is now managed by marketing.
3. Content is suddenly more important as we need to keep prospects engaged as they move their the buying cycle
4. There are suddenly more channels with social media than ever before
5. The good news is that with digital, we capture all this online ‘browsing’ behaviour (we call it digital body language) and can enable sales with intelligence
Let’s think about the traditional world. Sales use to use body language to be able to read a prospect’s interest.
In today’s world, we have a lot of digital clues as to whether people are interested in what we are saying or selling. We can measure this engage via our marketing channels and we can use that information in our scoring model and pass it on to sales.
Traditionally marketing has been responsible for responses and were measured by clicks or visits, on the volume of leads and the costs of programmes. And as all marketers know, the measurements in marketing always seem to be changing. First it’s how many leads and then once you get your volume up, quality is important. You get lots of visitors to your site and then whether they are unique visitors becomes important. And costs… we’ll how many touches does it really take to convert a lead? Attribution is HARD!
Sales on the other hand, is very accountable to closing a deal. Lots happens from the time a sales person engages to the time they close the deal but let’s face it… all anyone cares about is a deal gets closed. What happens in between are details. You either generate revenue or books or you don’t.
Because the hand off between sales and marketing is so important (because it’s so far down the sales cycle) every organisation needs to define the ‘rules’ between sales and marketing to make sure both teams understand what it means when they say ‘qualified lead’ and sales know what the next best action is so nothing gets dropped. Both teams need to work very closely together.
Before we get to the 7 steps, one thing that every organisation needs to do, regardless of whether they decide to use marketing automation to help their with their lead management, is to set up some really basic rules or A COMMON LANGUAGE between sales and marketing.
SO WHAT DOES IT MEAN TO BE ALIGNED?
The 7 rules of lead lifecycle management are will shed some light on how sales and marketing can work together to optimise the process of ‘from finding a lead’ to ‘closing a deal’.
At the most basic level, Lead Management is all about how to manage the prospect who show interest in your products or services.
How do you attract them?
Knowing your buyer (step 1)
Segmenting your data and targeting your ideal customer profile (step 2)
Automating your marketing (step 3)
So you don’t waste time on manually repetitive tasks and can focus on the clever marketing stuff
Scoring (step 4)
So you know which leads sales should follow up first
Nurturing (step 5)
So you keep prospective buyers engaged until they are ready to buy
Sales Enablement (step 6)
So you can give sales the intelligence they need to prospect and close more deals faster
Measure everything (step 7)
So you know what’s working and not working and also so you can fine tune the conversion points in your funnel for
Step 1 – Know your buyer
1. HOW MANY OF YOU HAVE AN IDEAL CUSTOMER PROFILE?
2. Many people skip this step because everyone thinks they know but it’s really worth doing as it will help you set up your marketing campaigns and nurture programmes later.
3. What does your ideal buyer look like? Are they male or female? What’s their job role? What size company are they? What industry are they in? – anything that helps you identify them and allows you to segment them in the next step.
The first step in this transformation involves a detailed understanding of your customer’s buying journey.
You can also then start thinking about:
The content that would most interest them at each state
The channels they would typically use to get new information
Optional Slide
The first area to start to scrutinise is our “Top of the funnel” efforts. Are our marketing efforts ‘reaching’ far or wide enough to sufficiently draw those suspected buyers towards our brand?
In the digital playground we now all participate, there are oodles of ways for us to initially start understanding (1) the problem we have to solve and (2) who like me share in this problem or have experience in helping me solve that problem.
Our Marketing “Reach” is critical in attracting our potential next buyer. We’ve heard how social media has made a significant impact on empowering such buyers to collaborate. And while there’s sufficient skepticism by B2B firms in thinking this is a worthy channel. We shouldn’t discount the growing importance of this medium.
In some research we did at Eloqua, Interestingly, Facebook is the largest contributor for both B2B and B2C.
So whilst the traffic from social networks is still a small portion of overall total, it appears to be a promising channel. Think about your buyers.
Step 2 – Segmentation
Once you know you buyer and their channels, look at your database and see how you can reach them with targeted outbound programmes.
What’s your data look like Do you need to improve it?
When you are ready to create a campaign, segment based on ICP and behaviours your contacts exhibit and delivery the right message with the right content.
Wikipedia definition: Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such as location or income. Marketing campaigns can then be designed and implemented to target these specific customer segments.
Targeting and segmentation, as early on in the buyer’s cycle as possible, increases your likelihood of retaining that suspected buyer because you are more able to make your next message relevant to their needs/wants.
Optional Slide
Targeting and segmentation usually means smaller batches, but based on our benchmarking, shows significantly better response rates.
The open and click-through rates we uncovered are in line with industry averages. But note that larger campaigns see a precipitous drop in open rates and a surge in click-to-open rates. Because the open rate is so low, it takes fewer clicks to achieve a high click- to-open rate. But this isn’t necessarily a good thing. These results usually occur when you blast your database instead of segmenting for relevance. Even some segmentation versus no segmentation can lead to a drastic improvement, as you can see for companies sending to fewer than 100,000 contacts.
Follow the lead of Best-in-Class companies who segment by:
• Timing. Creating timely, relevant messages always trumps sending out generic communications. By tracking industry and business topics that matter to prospects and customers, you can better connect with your audience.
• Source. Figure out how prospects found your company. E.g. did they find you through a social community or by searching about a certain topic? Segment based on this insight.
• Buying stage. The more you can segment based on milestones in the buying cycle, the better your targeting and the higher the response rates. This practice is essential to creating a nurture stream that helps convert prospects to qualified leads and ensures you don’t send the wrong communication that could adversely impact the buying process.
Step 3 – Improved Marketing Efficiencies (ie marketing automation)
For marketers inundated with time-consuming, manual marketing tasks and processes campaign automation makes it easy for marketers to create, manage and automate campaigns, freeing them to focus on more strategic initiatives.
It makes marketing campaigns:
Easier - Segmentation, emails, microsites, forms
Quicker - Working from templates
Measurable - Reporting
Repeatable
Successful
Marketing Automation provides the efficiency gains of both scale and increased productivity to get more out of your marketing resources and align them to your business’ revenue strategy.
Step 4 – Lead Scoring
According to the Aberdeen Group, companies with best-in-class lead prioritization and scoring systems have a 192% higher average lead qualification rate than those that do not.
Wikipedia definition: Lead scoring is a method of assigning points to each prospect you come across. Points are assigned based on specific criteria you set—those attributes you've identified as being most often associated with serious prospective customers. The higher the score, the more likely they're the right target prospect who is actively engaged in the buying process, and should be routed to sales.
The most accurate lead scoring models include both explicit and implicit information. Explicit scores are based on information provided by or about the prospect, for example - company size, industry segment, job title or geographic location. Implicit scores are derived from monitoring prospect behavior; examples of these include Web-site visits, whitepaper downloads or e-mail opens and clicks
Lead scoring is really about
Prioritisation
Sales enablement
Next best action…
Will improve win rates, revenue and helps cement sales and marketing alignment.
Step 5 – Lead Nurturing
Top of Funnel Activities are quite costly. Think of all the time and effort you spend trying to grow your database. Do you spend as much time trying to make use of the data you have?
Once you’ve scored your leads and handed the best off to sales to follow up immediately you have a number of leads, about 80-90% of your suspects, still available in your database to market to. By setting up a lead nurturing program you can continue to ‘warm up’ leads that weren’t hot enough for sales to follow up by providing the right kind of content (you mapped in step 1) to get prospects on the next step of their journey.
We aren’t going to speak about content marketing today but as a good follow up activity, learn how content marketing can help you with your lead nurturing programme. Remember your ICP? What do they look like? Now you can map their journey to your content and set up automated nurture campaigns to move them along their buying journey.
As marketers, we sometimes spend a lot of time and money acquiring new contacts for our database. Typically, we send out campaigns and then send all the responses to sales for follow up.
Research by SiriusDecisions found that:
Only 20% of leads are followed up by sales
Of those, 70% are disqualified
Of those that are disqualified, 80% go on to buy from someone within the next 24 months.
And when they do, you want your company to be at the top of their shortlist.
At its core, lead nurturing is the process of cultivating these leads who are not yet ready to buy. Once prospects are in the funnel, nurturing them with helpful, relevant content can move potential buyers through each stage of consideration at a natural pace until they’re ready to be passed on to sales.
Nurturing is the “safety net” for every stage of the buying cycle, helping ensure that no revenue opportunity is missed.
Well, the marketing team had become so good at creating responses to multi-channel marketing programs that the top of the sales funnel overflowed with leads - to the point that it was creating a negative reaction from sales. Marketing realised they needed a way to automatically evaluate responses so only the best leads made their way to sales.
McAfee decided that agreement and alignment between its sales and marketing teams was crucial to creating marketing effectiveness and improving the sales pipeline.
After implementing a lead scoring program from Eloqua, McAfee can now analyse and assess both the profile fit and level of engagement of each lead. Leads that score highly are routed through an inside telemarketing team before the very best go over to sales. A lead nurturing program has complemented this success and been rolled out across the globe.
Wondering how all of this translates into real-world results? Well, McAfee did it. They implemented a lead scoring program that delivered big results. McAfee reduced leads by 35% while improving overall lead quality. And lead-to-opportunity conversion rate increased four-fold, highlighting a clear return on investment.
Step 6 – Sales Enablement
Gartner has stated that companies that automate lead management as a business process between sales and marketing will increase conversion rates by at least 50%.
B-to-b buying behaviour has changed; as a result, the marketing organization must lead the digital relationship with buyers and provide increased transparency to the sales organization.
Sales enablement really has two parts:
1. Lead Scoring which we discussed in Step 4
2. Providing sales with prospect intelligence through integration of your marketing and CRM system. If you can help sales by telling them:
Who to call
What to say
How to follow up
You can help increase productivity of your sales team, close more deals and grow revenue.
As an example, here we show the the integration between Eloqua’s marketing automation system and salesforce.com. Through this integration your sales people can see, at a glance the buying signals their prospects are showing and how often and how recently they’ve engaged with marketing activities that demonstrate their interest.
Optional Slide
At the most basic level, Lead Management is all about how to manage the prospect who show interest in your products or services.
How do you attract them?
Knowing your buyer (step 1)
Segmenting your data and targeting your ideal customer profile (step 2)
Automating your marketing (step 3)
So you don’t waste time on manually repetitive tasks and can focus on the clever marketing stuff
Scoring (step 4)
So you know which leads sales should follow up first
Nurturing (step 5)
So you keep prospective buyers engaged until they are ready to buy
Sales Enablement (step 6)
So you can give sales the intelligence they need to prospect and close more deals faster
Measure everything (step 7)
So you know what’s working and not working and also so you can fine tune the conversion points in your funnel for
By seeing an improvement in one level of conversion, from Qualified Lead to SAL, we see that an organisation can improve it’s revenue by X% to £13m.
This is just an example but plug in your company’s funnel numbers, start to improve and see the results!
By seeing an improvement in one level of conversion, from Qualified Lead to SAL, we see that an organisation can improve it’s revenue by X% to £13m.
This is just an example but plug in your company’s funnel numbers, start to improve and see the results!
The modern marketer of today needs to know the latest techniques and the benefits to their organistion
You are all on the road to becoming modern marketers
Lead management is an important part of any B2B marketing program
Learn the steps to lead management and adopt them as you evolve
Take one step at a time
Continuously improve your processes
Start somewhere but the important thing is to start!