1. Generating qualified B2B sales leads takes 7-13 or more touches today because prospects do not provide full information needed for sales qualification in a single interaction and must be nurtured over time through multiple communications.
2. Creating a "perfect prospect profile" that clearly defines what constitutes a "sales-ready qualified lead" can help align marketing and sales teams and improve lead quality.
3. Developing a lead-to-sales requirements calculator based on sales goals can help determine how many qualified leads are needed each month to meet targets.
The truth behind what venture capitalists are looking for from Sean Foote (Co=Creation=Capital) and Gadiel Morantes (www.earlygrowthfinancialservices.com).
Takeaways include:
- The difference between "buyer" vs "seller"
- The VC mindset
- What VCs are looking for
- The VC fundraising process
- Questions you need to be able to answer for VCs
and more!
The truth behind what venture capitalists are looking for from Sean Foote (Co=Creation=Capital) and Gadiel Morantes (www.earlygrowthfinancialservices.com).
Takeaways include:
- The difference between "buyer" vs "seller"
- The VC mindset
- What VCs are looking for
- The VC fundraising process
- Questions you need to be able to answer for VCs
and more!
Developing and Executing Effective CX Metrics, Measurements and ROIAggregage
This session will cover key metrics used to determine ROI. It will also cover the type of VOC measurements that can be utilized in any business environment, be it B2B, B2C, or B2B2C. This is a practical approach to CX measurements – less about the mechanics and more about what to choose, how to decide on what metrics to use, and how to build a business case for CX.
Front line sales managers are typically former top sellers who are learning to manage a team for the first time. Come to this session to learn the 5 stages of sales management, and how to move you and your team forward to sales management excellence.
Driving Results through Advertising for an ABM StrategyDemandbase
Featuring Sarah Nels
Sr. Manager, Campaign Strategy, Demandbase
Advertising is a critical element of your Account-Based Marketing strategy as a way to deliver targeted communication to specific companies. Strategic campaigns can focus on net-new prospects, competitive conquesting, customer rentention and upsell, driving deeper engagement from your key accounts and more. If you’re ready to leverage digital advertising as part of your ABM strategy, join this workshop to learn how to:
Create specific digital advertising strategies that support your Marketing Department’s needs
Leverage target account list segments to drive results across the funnel
Measure the impact of putting the right message in front of the right company at the right time
Up Your Lead Generation Game - Create a Rockstar SDR TeamAnastasia Valentine
Steady sales are essential for the growth and sustainability of every company. As a marketing or sales leader, you need to ensure the leads your team generates are handled properly through a top-notch process, resulting in happy customers and recurring revenue. What are the best practices for building, scaling, and maintaining an efficient SDR (Sales Development Rep) team? How do you stay human while scaling your marketing and sales department? What is the balance to ensure quality over quantity? All these questions and more are answered in the Up Your Lead Gen Game, Create a Rockstar SDR Team presentation.
WHO TO TARGET & HOW TO IMPROVE YOUR SALES FORECASTING [INBOUND 2014]HubSpot
We know from our practice that too many companies end up with inaccurate sales forecasts which is frustrating for managers and executives alike. So, how can you get reliable forecasting information? In this session, we will show you a three things you must do: 1) How to select better prospects. To do that, you need a very specific Ideal Customer Profile so your people are investing time with only the best prospects and not wasting time on prospects that can’t or won’t buy from you. We will show how to do that. 2) Slow down your proposals. Yes, we said, slow down. We will show you how working with the prospect on trial balloons, works in progress, assignments, etc. will keep them involved in the sales process and how they will help you actually design the proposal. Slowing down the proposal almost always speeds up the sales process. 3)Help salespeople ask themselves the right questions. Are they addressing an urgent need inside the prospect’s business? Is there funding available for the project? Who are the decision makers involved? What is our relationship like with this prospect? Who is our competition for this order? Are there any internal issues within the prospect’s organization that could delay your proposed project? Too often salespeople are oblivious to some of the key issues that affect their success and they end up submitting projections that are too optimistic.
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
Better Bidding for Facilities Management Contractschrisdpayne
These slides accompany our online webinar on 'Managing complex bids for facilities management and other support service opportunities'. To attend one of our webinars free of charge, visit our website at www.cssconsultancy.com and register.
Customer Acquisition & Revenue Operations Benchmarks for 2022Demandbase
Discover secrets from the top B2B revenue teams – from how they’re structured to how they drive growth and more – in this upcoming webinar, where we’ll be unveiling the findings from the 2022 Customer Acquisition & Revenue Operations Benchmark Study. Our panel of industry experts from Demandbase, RevOps Squared, and Revenue.io will look at the latest research that shows exactly how enterprise companies are approaching their revenue strategy in the new year.
7 Account-Based Marketing Strategies Every Marketer Must MasterTerminus
According to SiriusDecisions, 90% of B2B marketers say ABM is at least very important, yet less than 20% of practitioners have implemented ABM. Learn the 7 basic strategies of Account-Based Marketing covering the entire buyer / customer journey and including details on the right metrics, tactics, and expected benefits of each.
Developing and Executing Effective CX Metrics, Measurements and ROIAggregage
This session will cover key metrics used to determine ROI. It will also cover the type of VOC measurements that can be utilized in any business environment, be it B2B, B2C, or B2B2C. This is a practical approach to CX measurements – less about the mechanics and more about what to choose, how to decide on what metrics to use, and how to build a business case for CX.
Front line sales managers are typically former top sellers who are learning to manage a team for the first time. Come to this session to learn the 5 stages of sales management, and how to move you and your team forward to sales management excellence.
Driving Results through Advertising for an ABM StrategyDemandbase
Featuring Sarah Nels
Sr. Manager, Campaign Strategy, Demandbase
Advertising is a critical element of your Account-Based Marketing strategy as a way to deliver targeted communication to specific companies. Strategic campaigns can focus on net-new prospects, competitive conquesting, customer rentention and upsell, driving deeper engagement from your key accounts and more. If you’re ready to leverage digital advertising as part of your ABM strategy, join this workshop to learn how to:
Create specific digital advertising strategies that support your Marketing Department’s needs
Leverage target account list segments to drive results across the funnel
Measure the impact of putting the right message in front of the right company at the right time
Up Your Lead Generation Game - Create a Rockstar SDR TeamAnastasia Valentine
Steady sales are essential for the growth and sustainability of every company. As a marketing or sales leader, you need to ensure the leads your team generates are handled properly through a top-notch process, resulting in happy customers and recurring revenue. What are the best practices for building, scaling, and maintaining an efficient SDR (Sales Development Rep) team? How do you stay human while scaling your marketing and sales department? What is the balance to ensure quality over quantity? All these questions and more are answered in the Up Your Lead Gen Game, Create a Rockstar SDR Team presentation.
WHO TO TARGET & HOW TO IMPROVE YOUR SALES FORECASTING [INBOUND 2014]HubSpot
We know from our practice that too many companies end up with inaccurate sales forecasts which is frustrating for managers and executives alike. So, how can you get reliable forecasting information? In this session, we will show you a three things you must do: 1) How to select better prospects. To do that, you need a very specific Ideal Customer Profile so your people are investing time with only the best prospects and not wasting time on prospects that can’t or won’t buy from you. We will show how to do that. 2) Slow down your proposals. Yes, we said, slow down. We will show you how working with the prospect on trial balloons, works in progress, assignments, etc. will keep them involved in the sales process and how they will help you actually design the proposal. Slowing down the proposal almost always speeds up the sales process. 3)Help salespeople ask themselves the right questions. Are they addressing an urgent need inside the prospect’s business? Is there funding available for the project? Who are the decision makers involved? What is our relationship like with this prospect? Who is our competition for this order? Are there any internal issues within the prospect’s organization that could delay your proposed project? Too often salespeople are oblivious to some of the key issues that affect their success and they end up submitting projections that are too optimistic.
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
Better Bidding for Facilities Management Contractschrisdpayne
These slides accompany our online webinar on 'Managing complex bids for facilities management and other support service opportunities'. To attend one of our webinars free of charge, visit our website at www.cssconsultancy.com and register.
Customer Acquisition & Revenue Operations Benchmarks for 2022Demandbase
Discover secrets from the top B2B revenue teams – from how they’re structured to how they drive growth and more – in this upcoming webinar, where we’ll be unveiling the findings from the 2022 Customer Acquisition & Revenue Operations Benchmark Study. Our panel of industry experts from Demandbase, RevOps Squared, and Revenue.io will look at the latest research that shows exactly how enterprise companies are approaching their revenue strategy in the new year.
7 Account-Based Marketing Strategies Every Marketer Must MasterTerminus
According to SiriusDecisions, 90% of B2B marketers say ABM is at least very important, yet less than 20% of practitioners have implemented ABM. Learn the 7 basic strategies of Account-Based Marketing covering the entire buyer / customer journey and including details on the right metrics, tactics, and expected benefits of each.
We've gathered the most surprising, horrifying, and enlightening sales statistics on cold calling, social selling, sales training, and much more.
Whether you are a sales rookie or an experienced veteran, these 21 sales stats will knock your socks off and perhaps inspire you to improve the way you sell. Enjoy and share!
Presented to over 1500 registrants for the American Marketing Association, this presentation explains the changing role of the traditional B2B marketer into the revenue-focused marketer.
Meeting Maker Marketing Campaigns: How to Connect Sales with AnyoneLaurie Beasley
Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., and President of the Direct Marketing Association of Northern California shows how you can connect sales with anyone by using meeting maker marketing campaigns. https://dmanc.org https://beasleydirect.com
Building Your ABM Marketing-to-Sales Playbook Using Meeting Maker Campaigns.Laurie Beasley
The biggest change in B2B marketing strategy recently is to shift the engagement model from awareness campaigns to account based marketing campaigns. This flips the funnel and directs marketing to the target account. Learn more.
See how a LeadLife customer successfully implemented a lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
By viewing this online presentation, you will also see how they :improved their overall conversation rates by 1.5-3x; increased the quality of leads going to Sales; expanded their transaction size and increased marketing ROI
If you would like to automate lead scoring and nurturing, improve quality of leads passed to sales, or gain visibility into your leads, this presentation is for you!
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Learn how a LeadLife customer, designed a successful lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
See the blueprint they used and gain valuable insight on how your organization can increase "sales ready" leads and drive marketing ROI.
This was a presentation I gave at Siebel Customer World.
Presentation was given before most marketing operations companies existed. It had two goals:
1) To explain what Siebel does to improve marketing ROI, effectiveness, and efficiency.
2) Cover detail on how we manage the people, process, and technology responsible for the marketing department's goals, budgets, target audiences, segments, campaigns, leads, and overall performance.
Inside look at the org charts, KPIs, acquisition channels and more from the top startup marketing teams in Chicago.
In conjunction with Northwestern's Kellogg MBA program, this deck shares the results of a survey with the most promising startup marketing leaders in Chicago. The deck talks about some of the trends around startup marketing leader profiles, goes in-depth on various org charts, and highlights the KPIs, top acquisition channels, and more that Chicago's startup marketing leaders focus on.
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
How Account-Based Marketing Increases Close Rates by More Than 57%Demandbase
Most B2B marketers have accepted that the sales team will never be satisfied with their efforts. Buyers are moving online and conducting more than 2/3 of their research anonymously before contacting a vendor, leaving sales and marketing pointing fingers at each other as to why they are missing their forecasts. But there is a way to break the cycle and beat those forecasts; and it’s called Account-Based Marketing (ABM).
During the interactive webinar, we’ll discuss how ABM is delivering on the promise of B2B marketing and sales performance by:
- Aligning the focus of both marketing and sales to work in harmony, not silos
- Making marketing and sales more effective by focusing on what matters the most; accounts
- Understanding the nature of a B2B Buyer and using the right metrics to measure success
- Increasing close rates by more than 57% and Annual Contract Values by more than 30%
The Must Have Blueprint for Sales ActivationEngagio
If there was one golden rule for any revenue team to follow it would be this: silos don’t work. They lead to inefficiencies, broken systems and problems at every level. It’s time to break down the barriers and align as one revenue team to focus on the right accounts. In this session, Sandra Freeman, Head of Strategic Marketing at Engagio, will discuss strategies and tactics to:
- Get buy-in from the entire revenue team;
- Work with sales to drive action today;
- Use technology to streamline manual activities; and
- Real-world examples and results.
Similar to Why It Takes 7-13+ Touches to Generate a Qualified B2B Sales Lead Today (20)
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
[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
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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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.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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Why It Takes 7-13+ Touches to Generate a Qualified B2B Sales Lead Today
1. Why It Takes 7-13+ Touches to Generate a Qualified
B2B Sales Lead Today
Laurie Beasley, President, Beasley Direct Marketing, Inc.
Tom Judge, VP Strategy and Business Development, Direct
Marketing Partners, Inc.
5. Top 3 Strategic B2B
Marketing Objectives for 2013
Source: 2013 CSO Insights Lead Management Optimization Study, Key Trend Analysis
6. The Goal of Demand Generation is Sales!
However…
The CSO Insights annual survey uncovered problems
The average number of reps making quota was 63% for 2012
Only 42% of firms met or exceeded their 2012 revenue goals
Source: CSO Insights Sales Performance Optimization Study, 2013 Key
Trend Analysis.
.
7. 7
1. Marketing generates a lead with basic interest, not ready to engage a sales rep
2. Sales teams reject unqualified leads, feels disconnected, requests “sales-ready” leads
3. Few actually convert and the numbers are unsustainable
Current marketing focus Current sales focusThe B2B lead
development gap
Issue 1: Marketing hands off
Leads too early. Unqualified
Leads waste sales’ time.
Issue 2: Sales cherry picks leads, letting
longer-time-frame leads leak out.Issue 3: Marketing spends
More $ to replace lost leads.
Reach Interest Desire Convert Enrich Retain
Warm leads leak out
Gap in The Middle of the Funnel is
Costing Time & $ Money
Source: Forrester October 2006, Best Practices “Improving B2B Lead Mgmt”
Forrester: Low Quality Sales Leads Create
Sales Problems
Symptoms: Few conversions into customers
8. Challenge: How Can We Improve Our
Multi-touch Lead-To-Sales Results?
Here are some best practices and multi-touch cases
that improve lead quality
9. Start with the end in mind:
•Review historic sales data
•Segment by customer types
•Review profitability data
Assess your TAM:
•Review the resources it will take to acquire
Align sales and marketing AND management
•Sales team agreement down to rep level
•Senior management agreement
•Document the profiles
•Obtain sales or channel rep SLA sign offs that they will engage
1. Start With the End in Mind.
Create a Perfect Prospect Profile
10. Digital/Online:
•Digital profile, Segment
•Web content activity
•Trigger events
Non-Digital/Peer-to-peer:
•Needs, Plans & Business pains
•Role in the buying process, Compliance issues
•Access to funding
•Size of opportunity
•Time frame and Urgency
•Willingness to move forward and engage with sales?
2. Clearly define the “Sales-Ready Qualified
Lead” (which can blossom
into your perfect customer)
11. Advanced Lead Rating & Scoring Criteria
11
Tip: Combine digital and off line BANT Plus
data points into your scoring
12. Sample of “BANT+ Sales-Ready” Lead Data
Detailed background information on the prospect and the
selling opportunity helps drive more productive sales results
13. 3. Create A Lead-To-Sales Requirements Calculator
Sample Lead Requirements Calculator
Scenario Requirements
ANNUAL SALES REVENUE GOALS: $13,000,000
Sales Revenue Goals/Quarter $3,250,000
Revenue per sale $115,000
# Closed Sales Required/QTR 28.3 Or 9.3 Closes/mo.
Estimated Closed Rate on Pipeline Proposal Opportunities 25%
# Qual Leads That Must Convert to Pipeline Proposals/QTR 113
Est. forward conversion rate fromsales-readylead into Pipeline 40%
# Qualified Sales -ReadyLeads Required per
Quarter (Prospects meeting sales-readycriteria)
283
# Qualified Sales-ReadyLeads Required per
Month (Prospects meeting sales-readycriteria)
94
TomJudge, All Rights Reserved, Copyright Protected
14. 4. Create Your Lead Gen Plan to Fill the Funnel
Sales Lead Campaign Planning Model: DM + EM + OB Tele-qualification nurturing sequences
Metrics B A Funnel Model
Campaign Plan
A Monthly: Various Email marketing broadcasts to house lists 20,000
Estm. Inquiry Response Rate: 2% Landing Page X 25% submit form 0.50%
Estm. # IB Inquiries Received (Not Yet Qualified) 100
B Monthly: Direct Mail campaign 7,000
Estm. Inquiry Response Rate: 6% to Landing Page & 25% submit & BRC combined 1.50%
Estm. # IB Inquiries Received (Not Yet Qualified) 105
Estm. Lead Tele-Qualification Conversion Rate into Sales-Ready lead stage: 10.00%
Ttl. Hr.
C Metric: Estm. OB Tele-qualification calls to IB responders/mo. 720 18.0
Metric: Estm. OB Tele-qualification calls to non-responders/mo. 7704 4.00
Metric: Tele-qualification completed interviews/hr. (Fully presented & profiled)/hr. 2.00
Estm. OB Tele-qualification calling hrs/mo. to IB inquiry responder group 40.00
Estm. OB Tele-qualification calling hrs/mo: To Non-responder group 428.00
Estm. Total Tele-Qualification interviews/scripts completed/mo. 936
Estm. # pre-qualified sales-ready leads/mo. From Responder group: 8
Estm. # pre-qualified sales-ready leads/mo. From Non-responder group: 86
Total Leads Per Month Pre-Qualified for Sales: 94
Revenue D C Estm. Budget
Month 1: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.
# of Qualified Sales-Ready "A" Leads Generated/Mo: MQL 94 Tele Qual set up $1,500
Estm. Pipeline Value Created/mo. (Using ASP $115k) $10,764,000 Dir Mail Creative $38,182 One time
Estm. Lead "Conversion into Sales Pipeline Opportunity" Rate 40.0% Dir Mail + Postage $27,000 Estimate $4x6700
# of Leads Reaching Sales Forecast/Proposal/mo. 37 Email LP Creative $0 Included in Dir Mail Creative cost
Estimated proposal pipeline value created per month $4,305,600 Premium $5,600 Estimating $20 x 280 A leads
Estm. Close % on Sales Pipeline Opportunities: 25.0% Lists (em bcast TM) $0 House
# Deals Closed/Month 9.4 $105,682
Average Sales Price Range (Initial Sale Revenue) $115,000
Estm. Revenue Generated/Year from each month's pipeline: $1,076,400 Month 2: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.
Mo. 1 Tele Qual set up $0
Estm. Budget/Month: $105,682 Emarketing $0 Included in SOW
Cost per Qualified Sales-Ready "A" Lead: $1,129 Dir Mail + Postage $27,000 Estimate $4x6700
Cost per Proposal Pipeline Lead: $2,823 Lists (em bcast TM) $0 Assumes Publisher sends
Estm. Revenue ROI on each $ Invested: $10.19 to $1 $60,400
Mo. 2, 3 Month3: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.
Estm. Budget/Month: $60,400 Tele Qual set up $0
Cost per Qualified Sales-Ready Lead: $645 Emarketing $0 Included in SOW
Cost per Proposal Pipeline Lead: $1,613 Dir Mail + Postage $27,000 Estimate $4x6700
Estm. Revenue ROI on each $ Invested: $17.82 to $1 Lists (em bcast TM) $0 Assumes Publisher sends
$60,400
Tom Judge
Quarterly Budget $226,482 All Rights Reserved
Copyright Protected
15. 5. Target Prospect Data
Tip: Create a process to improve prospect data
Action item: Make the courageous move to fix and
standardize the prospect database
Hint: This is a never ending task
16. 6. Segment Your Target Markets
Tip: Segment your target markets into smaller
more manageable target sub segments. Don’t boil
the ocean.
Action item: Compare campaign performance by segment to
identify better performing markets to focus resources better
17. Common Segmentation for B2B
Single Product Segmentation Example - Business services with multiple decision
makers/influencers
Customers
Prospects
Financial
Automotive
Non Profit
Non Profit
Small, Medium, Large
VP
Marketing
VP
ProductionCFOCEO
2x 3x 3x 4x = 72 Segments
Business Universe
Financial
Automotive
18. 7. Nurturing: Suspects Develop Into
Prospects Over Time
Tip : Prospect Nurturing is critical.
B2B Prospects DO NOT provide full BANT needs
and scoring information in 1 touch!
Lesson: You must earn the right to ask the important questions!
19. Value of Nurture Process
Contact # 1
Contact # 2
Contact # 3
Contact # 4
Contact # 5
Contact # 6
Contact # 7
Contact # 8
Contact # 9
Contact # 10
Contact # 11
Contact # 12
Prospect
Customer
50% of sales people have given up
65% of sales people have given up
89% of sales people have given up
Just now you are becoming a factor in your
prospect’s mind
Nurturing slowly, your prospect
gets to know you
You are probably the only
person to make 8 contacts
with this person
79% of sales people have given up
You harvest
low hanging
fruit
You are
earning top of
mind
awareness
At this point when you
prospect is ready to
buy, you have a 90%
chance of being called
*Microsoft study
20. 8. Story Tell With Your Content
Tip: Sync up relevant content with personalized
messaging to tell your compelling story, differentiate
and establish your brand as one they want to put on
their short list
Action item: Create a relevant content to earn the right to ask the
tough qualification questions you need gathered to qualify
21. 9. Offers DO Matter
Tip: Use a compelling offer with staying power.
Action item: ALWAYS OFFER something of perceived value
22. Business to Business Offers & Content
Offer
Responsivenes
s (1-5)
Qualified(1-5)
Optimum
Offers
ROI calculators 3 5 15
Whitepapers/ Guides 3 4 12
Case studies 4 3 12
“Relevant” giveaways 4 3 12
Video clips or demo 4 3 12
Webinars 2 5 10
Live events 1 5 5
Free giveaways 5 1 5
Tradeshows 2 2 4
24. 10. Urgent Calls to Action
Tip: Make your call-to-action progressively more
urgent as the campaign proceeds.
Action item: Emphasize urgency as an upcoming compliance
or deadlines approach. You can also use discounts with
limited time offers as your deadline.
25. 11. Dispelling the Marketing Automation
“Solves it All” Myth
Sirius Decisions has now inserted Tele-qualification to increase the sales qualification
information gathered & to boost lead quality & conversions
26. Common Problems We See
With Marketing Automation
Marketing automation is dependent on lead forms
being filled out. Lead form submit rates are declining.
Difficult if not IMPOSSIBLE to get BANT criteria from
lead forms (even when using progressive profiling)
Lots of unqualified leads rattling around with no one
doing anything with them.
99% of your true prospects haven’t filled out a form or
come to your website. You need to target key decision
makers with your value proposition.
27. 12. Relationships:
People Buy From People
Tip: To accelerate b2b prospect lead development,
include tele-qualification in the touch process
Action item: We suggest running a three-month A/B test using
email + telemarketing in the lead nurturing and qualification
process and measure the ROI.
28. 13. Track All Touch Metrics
Tip: Analyze KPI metrics in light of the original touch
plan & make refinements during campaigns
Action item: Analyze results metrics from end to end. Adjust
tactics to improve each metric along the way to a better outcome.
29. 14. Put in Place Comprehensive Lead
Management Resources
Tip: Implement a lead mgmt. system & team that gives
you end-to-end visibility into all of your campaigns
Action item: Have the right talent and executive dashboard reporting
tools to manage your lead funnels and make revisions.
.
31. What Are the 7-13 Touches?
1: Initial email campaign
2: Initial direct mail campaign
3: Prospect not there, leave a message
4: Send email follow up
5: Prospect not decision maker, referred to another
6: Start over calling to person you’re referred to
7: Send email follow up
8: Prospect not able to talk then, schedule another time
9: Send email follow up
10: Prospect interested, but wants more information before a call
is completed
11: Send email follow up
12: Prospect ready to talk about their needs, and discusses
budget, purchase authority, need, and timeframe.
13: Follow up call to schedule appt. with sales rep
32. Wow, 13 Touches is A LOT! How do we
shorten it?
The 3 ways to Shorten the Lead Development
Timeline:
1.Better list
2.Better offer
3.Better creative (attracts busy person’s attention).
BTW…Direct mail is good for this!
33. Why it’s Important to Send
an Email or Direct Mail Before Calling
You CAN do cold calling alone without sending a
campaign in advance. Lots of people do it. However,
their productivity may be low.
We have found sending out an email and/or direct mail
before a campaign can make it 30-40% more
productive, and save in tele-prospecting expenses.
Why? Two reasons:
You can triangulate from an email or direct mail to draw the
prospect into the conversation.
If they’ve read the email or direct mail before you call, they’re
much more informed and can more clearly define their needs
34. Case 1: Superior Glove Corp.
VP of Sales read the DMP/Beasley Direct case study in
first chapter of this book, and voila! he called me.
35. Superior Glove
• Leading industrial glove manufacturer
• Average value of new glove customer
account: $50,000/yr
• Target: safety/operations/purchasing
decision makers in metal manufacturing
industries
• Goal: $2.5 million in incremental sales for
this product line
• Tried everything: PPC, email, tradeshows
• Couldn’t get enough “qualified” sales
opportunities coming in to hit their numbers
• What to do next?
36. Sales Funnel Needs
$2.5 million in sales/$50,000 per sale =
50 closed sales (@ 20% close rate)
You’d need 250 qualified sales
opportunities at proposal stage (25%
convert to proposal)
You’d need 1,000 “Qualified A” leads in
the sales team pipeline (10% convert
into “qualified A leads” and go to sales)
You’d need 10,000 marketing level leads
in the demand generation process
37. Could Email Alone Get Him There?
Let’s give him a hand…
• Let’s assume available list universe of
safety/operations people = 7,500. If he
emailed all 7,500 and got 1% inbound
response = 75 and 50% of those fill out form =
35 marketing level leads.
• He’d have to mail this list at least 285 times to
get the 10,000 marketing level leads in the
pipeline. (Probably more because he wouldn’t
get 1% inbound response each time.)
• No, email alone will not achieve sales goals
38. Solution: Multi-Touch & Multi-Channel
Email + tele-prospecting sequences
Lead nurturing until qualified & put a voice and
personality with the relationship
People buy from people they like and this differentiates them
This also yields a better conversion rate
Test two offers: Book vs. free glove
Test two lists: House vs. rental list
40. Superior Glove Campaign Touch
Count Per Qualified Lead
SuperiorGloveLeadsTouches ProgramthroughDecember7th
ALeads
List TotalLeads DialsPer Lead Emails Per Lead
TTL Touches
per Lead
AverageTouchesPer
Lead
House List Glove Offer 8 3,5,2,2,1,1,5,1 1,1,1,1,1,1,1,2 29 3.63
House List Book Offer 9 4,5,1,2,3,4,1,4,1 1,1,1,1,1,1,1,1,1 34 3.78
Metal Stamping Glove Offer 1 5 1 6 6.00
Metal Stamping Book Offer 8 1,1,6,1,3,1,2,2 1,1,1,1,1,1,1,2 26 3.25
Communications Unknown 28 2,3,3,1,1,1,1,1,1,4,4,5 2,2,2,2,2,2,1,1,1,2,2 131 4.68
Communication Tier 1 15 7,3,1,3,2,2,2,4,3,2,1,2,3,3,8 1,1,1,1,1,1,1,1,1,1,12,2,2,2, 66 4.40
ISHN 2 8 0 8 4.00
ISHN_11_7_12 16 3,1,1,9,1,1,2,1,5,4,2,1,5,4,2,1,5,1,1,2,1 1,1,1,1,2,2,1,1,1,2,1,1,1,2,2,1, 72 4.50
87 187 91 372 4.28
41. Four to Five Touch Points Required
4 to 5 touches, to be exact
This involves:
1. Initial email campaign
2. Initial call (Left voice message or directed to proper contact)
3. Call to engage new contact in the value prop and offers
4. Email to contact
5. Call to complete qualification script, and if qualified then
close on Superior Glove sales rep appointment
42. Case 2: Silver Peak
• WAN (wide area network)
optimization
• Entrenched competitor: Riverbed
• Very complex sale to over-
busy IT
• “Pain” is felt when applications
run too slowly on network.
But isolating the speed issue
difficult, and often trumped by
other priorities
43. Silver Peak
Have been doing email, webinars, PPC, trade shows.
Top of funnel demand gen focused
Large buckets of unqualified leads in Salesforce account.
Lead management issues
No formal process in place for tele-qualifying inbound
leads or generating qualified sales opportunities
Mid funnel problem similar to Forrester example
44. Silver Peak Solution Pilot Program
Clearly defined sales ready criteria
Multi-touch approach implemented + nurturing
to develop prospects until they qualify
Test two offers: Gartner Magic Quadrant
report vs. on-demand webinar featuring
Gartner analyst
Test three lists: House lead file vs. Rental file
of Riverbed sites vs. webinar/seminar attendee
file
As program rolled out, webinar
registrants/attendees & inbound responders
were also nurtured until qualified
46. Which Lists Worked?
All of them!!!
But some worked better than others. How do we
know? Metrics… We tracked the number of contact
attempts required to reach IT titles from each list.
48. Observation: Average Range of 2 to 9 Touches
• Program wide, it required an average of 7.51 touches
(via telephone and email) per contact to convert to a
sales-ready defined quality lead.
• Silver Peak webinar and live seminar lists representing
the low end of the spectrum at 2.50 touches (Best)
• Silver Peak house file and Riverbed rental file at the
higher end at 9.46 touches per lead.
• It is also worth noting that this average does not
account for calls required to identify and validate a
contact prior to becoming a prospect.
• For example, it might require a phone call or two to gain a
referral identifying the appropriate contact. This is critical as
many lists have the outdated record problems mentioned.
49. Patience, patience, patience
• Did this program show immediate results? Not exactly.
• 1 qualified lead was generated during the first 75 hours of
the program
• During the initial 50 hour development and roll out phase,
several challenges were identified, including low initial
response rates to the message when contacting non-
responders, difficulties in gaining contact referrals and
minimal receptivity to initial messaging
• Refinements to messaging and follow up calls to engage prospects
were needed because the IT targets were busy and had a different
way of perceiving the messaging and value props. These prospects
were only concerned about their own schedules, so setting call back
times and sending a relevant email proved critical to engaging,
establishing a trusted relationship and discussing their needs. Then
BINGO!
50. How we fixed it… Listening and Revising!
• More product training for callers was scheduled and
completed to improve call dialogue and overcome
objections that stonewalled conversations.
• Competitive comparisons with Riverbed were re-
positioned. Silver Peak was presented as a solution to
system issues encountered by Riverbed users, rather
than as a competitor of Riverbed.
• Emails were sent by members of the Calling Team that
included White Papers, and Case Studies as well as
On-Demand Webinars designed to refine sequential
touch points, improving the quantity and quality of
program dialogues. This helped establish a nurture
sequence designed to educate prospects on the
viability of Silver Peak’s offerings.
Source Marketing Sherpa, also concurs with the challenges of optimizing the lead-to-sales process. I’ll focus on top 2.Other issues: Not enough of the “qualified sales-ready leads” that will close into dealsLengthening buy & sales cycle challengesFalling response rates to most all mediaHaving to market to multiple decision makersManaging multi-media touch points
One and done are history, so just do it!Lead nurturing is quickly becoming the big leverage point for successful firms. If they do it right…History indicates people won’t respond to a message until they have been exposed to it several times.Have a pre-sales focused lead nurturing group do this for you. Sales People will NOT do Pre-sales nurturing and qualification work as it does not pay commissions and they have poor data quality skills. To do it right, many firms are consider outsourcing this module. This can often improve speed and quality over limited in house resources.
Here’s why it takes 7-13+ touches, your creating a better quality prospect:Today’s sales-ready lead profile has been expanded to help reduce the more expensive and time consumption of having the sales teams develop a prospect. This is now done for them, so they can focus on selling.So start with a Perfect Prospect Profile. This is the safest common denominator when agreed upon between sales and marketing.Have management buy in, also have each sales rep sign off their SLA for making sales calls and other efforts or they will return.
Here’s why it takes 7-13+ touches, your creating a better quality prospect:Sales ready criteria is defined by the sales organization, not the marketing team. Nowadays, it goes well beyond basic web traffic digital scored leads. Be open minded to off line information gathering to meet your sales team’s needs!Business pains, plans etc. Note, these often require a peer to peer level discussion to earn the right to ask such questions. Prospects give limited information on line. Do not stop at digital profile data only! Go off line too to accelerate the pre-sales qualification process.Stage in the buying process or the time frame to purchaseSize of opportunityWhether the purchase is budgeted or does a business case need to be built?Job title or buying roleWhether the respondent would like to see a sales rep or move forward in the sales process.
Here’s why it takes 7-13+ touches, your creating a better quality prospect:We suggest combining digital data points and non-digital data points into scoring to increase the progression into “Sales-Ready” condition.Note, BANT criteria will vary. Not all BANT items may be available and some will be more important than others. IE, Need and timeframe and next steps may lead to a higher sense of urgency. Likewise, budget may be too soon to gather in some cases. Adjust the importance with the score variable.
Each is a category of several background questions under each of the BANT that will provide more detail.Here is an example of those categories.This captures additional background to find out more on the actual opportunity. Sales teams value this data as it is in line with achieving quota.
Now you need to quantify how many you’ll need to hit the sales goals: Tom will provide some deep diveThere will be multiple models for multiple market segments or solution/product lines.Have management sign off on these models!Run the numbers both bottom up and top down and create several models in your plan: Start at the buying processHow do they buy? Why would they buy any solution? Where do they research? How do they know they are in pain or have problems?? What are their triggers??Are they even aware they may have problems??Map the sales steps and current conversion rates to a saleCreate the multi touch demand generation, nurturing and lead qualification plan to feed that funnel. Create touch quotas for each touch metric.You will Measure all demand gen activities and compare back to these quotasAcknowledge that it takes multiple contacts before they decide to buy in most cases.
Here we show the demand gen/lead generation planning modules on one graphic. Tom will provide some deep diveThis is a summary of the “sales-ready” lead flows from each of the lead generation touch streams. Here we have 3 lead gen tactics under one plan.This starts with the need for 94 sales-ready leads to feed the sales team to hit their sales numbers.You’ll want to monitor these numbers daily and or at least weekly.
Clean accurate prospect data is key. Significant gains will be made as a result.Rarely does an organization build a database from the ground up. More likely a new system is implemented on top of existing data. This is where the holes and gaps can develop, if different groups are collecting different data.Plug the gaps and inconsistencies in your marketing tools, database and CRM system.Create a formal data assessment and cleaning processHave all potential prospect records pass through it. Enable both small and large list submissions and one off inbound web inquiries.
History indicates that smaller better focused solution campaigns outperform larger less focused campaigns.Messaging can be more focusedPenetrate the smaller numbers are easier and less costlyConversion rates are higherHint, filter inbound responses into your segments and monitor the touch quotas. Story of the 450,000 database but only a few thousand were in the target market segment.Web inquiries are hard to control and shortfalls often occur
One and done are history, so just do it!Lead nurturing is quickly becoming the big leverage point for successful firms. If they do it right…History indicates people won’t respond to a message until they have been exposed to it several times.Have a pre-sales focused lead nurturing group do this for you. Sales People will NOT do Pre-sales nurturing and qualification work as it does not pay commissions and they have poor data quality skills. To do it right, many firms are consider outsourcing this module. This can often improve speed and quality over limited in house resources.
I will not speak too much on the topic of content as others here at the show are on that. Do invest here.However, use clear relevant content and messaging as you will receive minimal mind share otherwise.Then use messaging across all the lead gen touch point media. Tie it all together as you may only have one chance to break through.Leverage the content to earn the right to gather the qualification information.Make your messaging relevant through the buyer's eyes and sequence it with the buyers journey.Your identity needs to be memorable. I loved an exhibitor at a recent DMA conference who themed their marketing around cupcakes with bright orange icing. The company offered hard-to-explain cloud computing solutions. They repeated the theme in collateral and web site and afterward tele-qualification reps called saying “we’re the folks with the orange icing, remember...”
This is direct marketing: you want people to DO SOMETHING rather than simply absorb your message.Use the offer to differentiate your company.Make a tangible offer such as an ROI calculator, webinars, white papers, and fact kits that they can use AND that indicates your company is an industry leader, capable of solving their issues.
Classic marketing will start with an introduction, expand into specifics, then qualify harder as a sense of urgency increases.
The DMA Reports that the telephone medium, (AKA telemarketing) when used properly, has the highest response rate of all the direct marketing media.Fact: People are busy and distracted and discontinue their online activity. Trying to get them to engage with you online all the way through the qualification cycle is getting harder and harder. Email response rates are falling and this is a major stall point in for many firms. This is the root problem that the CMO pointed out in our problem slide.In many business cases, not all, a telemarketing personalized touch is very effective at qualifying inbound responders to gather the remaining qualification questions.But more importantly, it is very effective at engaging the non-responders to engage them, listen and reply and convert more overall qualified leads out of a target list. The number one advantage of the personalized call is that you can listen to the prospect. Listen to prospects and exchange information that they require BEFORE they answer the qualification questions. We see significant volumes of prospects stuck in marketing automation. The human touch can be an accelerator.If a target market is segmented, and the response rate is several percent (i.e. 2%), then there are a great deal of non-responders (i.e. 98%) that you don’t know about. This is a major stumbling block for many marketers. Some marketers drop their inbound responders into a drip and forget campaign. For some, this works, however reports now show that many get stuck there.By not engaging in a tele-nurturing process, firms often can not earn the right to have the personalized conversations that allows you to ask the tough qualification questions.
This is continuous improvement 101.Many times marketers are going at such a fast pace, they don’t stop to measure, learn and adjust from their efforts. They wait till someone tells them they are in trouble.Think of this as a financial retirement model.Set up your campaigns with the idea of testing, benchmark campaign result metrics, then make tactical changes where needed to hit your funnel lead quotas.Constantly monitor prospect lead conversion rates and the sales conversion numbers compared to the master plan and sales goals. Test the important things: offer, lists, creative, messaging, content and touch sequence conversions.
This is a critical inflection point for many companies. Get the manual process working first before you automate. Some firms reported that they purchased the software tools before establishing their processes, only to later find that they did not buy the package that could best fit their needs and they did not know their process.Multi-channel touch marketing is complex and some prospects will be touched dozens of times by multiple touch media vehicles. Track them all.Note, some marketing automation tools are limited to online activities only and do not track the critical off line touches. Plan for this.Lead management is critical to staying on your touch plan and metrics quota.Use a skilled team along with the right tools to do your lead management. Monitor the touch stream quotas closely and fix any stalls or under quota scenarios…ID Which go to market methods worked? What should be repeated? You don’t know what to budget for if it’s not being tracked and reported.