Entries Tagged as 'B2B marketing automation'

B2B Marketing Automation: Crawl, Walk, Run, Win

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B2B marketing automation, if done right, is an efficient and cost-effective tactic for engaging your prospects and helping them move forward in their buying process; ultimately generating more of the qualified, sales-ready leads that your salespeople and channel partners need to meet your company’s sales, revenue and growth goals.

The bad news is that when it comes it comes to implementing marketing automation for generating, nurturing and qualifying leads, many B2B marketers are daunted by the perceived complexity.

The good news? Putting marketing automation to work doesn’t have to be an overwhelming effort. You can start simply, building the sophistication of your marketing automation campaigns as you go. 

I call it the Crawl, Walk, Run, Win Approach to Putting Marketing Automation to Work.

Crawl: Focus first on building a strong foundation for your marketing automation campaigns.

Step 1: Develop Personas and Related Content

Think about your customers’ motivations, expectations and goals. Develop a core definition of who you’re targeting. Use these definitions as models for adding companies and contacts to your marketing automation database. Repurpose, refresh or create content for offers that are relevant and useful to them. Test your offers to see which work best.

Step 2: Improve Targeting and Deliverability

Take the time to clean up your prospect database. An old and/or dirty list will have many obsolete addresses. Integrate data from various sources. Eliminate duplicates. As email will be one of your marketing automation tactics, confirm your list addressees have given permission. Then be sure to test your emails to assure that they will display well in various email readers and on hand-held devices and to minimize the chance they will get caught up in spam filters.

Step 3: Capture Data More Efficiently

Learn more about your prospects. Don’t turn them off with opt-in forms containing a long list of questions. Determine the minimum amount of relevant information you need to get up front, planning to get the rest later as you build a sales-winning relationship with prospects.

WALK: Integrate Campaigning

Now, with a firm foundation, you can start your marketing automation.

Step 1: Build Multi-Touch Campaigns

Prospects require anywhere from three to 15 touches over an extended time period to nurture them from initial interest to conversion. Build a multi-touch campaign with one or more touches per buying-cycle step.

Step 2: Send at the Right Time

Space the touches out over time, so you’re neither annoying them with too much too soon, nor losing momentum by allowing too much time to pass between touches.

RUN: Automate the Dialogue and Process

Once your marketing automation is up-and-running, it is time to improve your lead-management processes to increase efficiency and tighten up any leaks in the sales funnel.

Step 1: Score Leads Using Implicit and Explicit Information

Gain agreement with Sales as to the definition of sales-ready, Marketing Qualified Leads (MQLs). Working with your sales team, develop a lead scoring system to rank prospects according to the level of their buying interest or readiness to buy. Use both explicit data (e.g. company size, industry segment, job title, geographic location) and implicit data (e.g. website visits, email opens, click thrus) to determine which score as MQLs, ready to be passed along to sales.

Step 2: Develop Lead-Stage Campaigns

Not all leads are at the same stage of their buying process, so develop different campaigns for long-term prospects and short-term opportunities. Match the content and cadence to each. For example – More frequent communications containing information about demos, competitive positioning and pricing might be appropriate for short-term opportunities, but longer-term leads might require less frequent communications which offer information that is more educational in nature.

Step 3: Align with Sales

If possible, integrate your marketing automation platform with your CRM system to give Sales full visibility into Marketing’s activities, and vice versa.

WIN: Analyze and Improve

Fine-tune your marketing automation-driven lead generation and lead management processes to reach even higher ROI. A wonderful by-product of marketing automation is data about activity and results that you can use as market intelligence. Feed this “closed-loop” results information back into the system, using it to make better decisions, eliminating or fixing the things that are not working and doing more of what is working best.

The bottom line?

By following the “Crawl, walk, run, win” approach outlined above, it will be easier to get started and before you know it, you’ll be running sophisticated, efficient, and automated email marketing / lead generation / lead nurturing campaigns.

What are your thoughts on the subject?

Please add your comments by clicking on the word “comments” in the line below the Share button.
 

 

Revenue Performance Management: An interview with Jon Miller, VP Marketing and Co-founder of Marketo

This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals.

Jon MillerJon Miller is VP marketing and co-founder of Marketo, one of the marketing automation solutions supported by AcquireB2B, our B2B agency specializing in driving more leads and sales with B2B marketing automation.

Jon, named a Top 10 CMO for companies under $250 million revenue by The CMO Institute, graduated magna cum laude in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

I had a conversation with Jon about Revenue Performance Management and the current state of Sales and Marketing:

Jon, what is Revenue Performance Management?

Revenue Performance Management, or RPM, is a strategy to optimize interactions with buyers across the revenue cycle in order to accelerate predictable revenue growth. RPM is a systematic approach to identifying the drivers and impediments to revenue, measuring them, and then optimizing them for top line growth.

Marketo provides the tools, thought leadership, and best practices to change how Marketing and Sales work, and how they work together, to help companies adopt RPM and accelerate predictable revenue growth.

What’s your take on the current state of Marketing and Sales? 

The fact is the current sales and marketing model is at best obsolete, and at worst, totally dysfunctional. The following two data points help to tell the story:

  • 52% of Sales reps do not achieve their Sales goals (CSO Insights 2010)
  • 94% of Marketing qualified leads will never close (SiriusDecisions 2009)

The dysfunctional state of the revenue creation process is partly a result of the longstanding inability of Sales and Marketing to work effectively together. And it’s also due to the volatile and increasingly complex business environment in which digital media, and especially social networks, have caused a sea change in buying behavior. This has given even more control to customers and prospects, enabling them to actively search online and collect information from trusted sources before making their buying decisions.

In the new model, companies transform the way their Marketing and Sales teams work by:

  • Managing the Marketing department as a true revenue-generating organization;
  • Implementing a systematic process of nurturing prospective buyers through the revenue cycle, and measuring buyer engagement at every step of the process;
  • Providing Sales teams with the information and tools they need to prioritize their time so they can engage with the most qualified prospects, at the right moment;
  • Measuring the effectiveness and ROI of spending on people and programs at every step of the Revenue Cycle across Marketing and Sales; and
  • Allocating investments to accelerate results and revenue performance.

Jon, you mentioned the “Revenue Cycle.” How about giving us your definition?

The Revenue Cycle starts from the first contact with a prospect and continues through the sale and beyond to the customer relationship. This is important since when Marketing and Sales coordinate their activities as part of a unified Revenue Cycle, companies get better at properly identifying and prioritizing opportunities… and better quality leads result in more sales wins and ultimately more revenue.

The Revenue Cycle requires coordinating Marketing and Sales activities throughout the entire cycle to generate maximum impact. The old model of a linear handoff from Marketing to Sales must give way to an intertwined model where both organizations jointly own prospect relationships and coordinate their activities.

The Revenue Cycle requires collaboration between Marketing and Sales activities, but this is easier said than done. The key challenge is that each function works differently, thinks differently, and is measured differently.

In the past we discussed the idea of applying the Six Sigma process to the Revenue Cycle. Could you please share some of your thoughts about that?

In the past 30-plus years there has been a significant transformation in supply chain operations. Businesses have been able to make them quicker, cheaper and more predictable, mainly due to advances in technology. Six Sigma and other quality improvement programs strip inefficiencies out of the system. As a result, lean businesses have increased productivity and saved trillions of dollars through just-in-time inventories, speed-to-market processes, etc.

In contrast, progress to improve productivity in the demand chain has been almost glacier-like. The reason is many Sales, Marketing and Service operations continue to use antiquated processes in a marketplace that has changed dramatically due to the Internet. So why not apply the Six Sigma process to demand chain operations?

To do this, best practice companies are measuring performance indicators in order to continuously improve their revenue-producing processes in the same ways they did on the cost side. To continuously improve revenue performance, organizations must measure and analyze the operational and financial impact of each Sales and Marketing activity across the revenue cycle.

For instance, with lead generation campaigns, measurements include the speed and volume of leads gained, nurtured and converted via multi-marketing platforms with varying calls-to-action… as well as calculating the costs and revenue impact of each activity. By understanding the results of these disparate activities by channel, product and buyer, organizations can identify and remove defects, and improve on those efforts that have the greatest positive revenue impacts.

So how do we get there from here?

The last frontier of productivity is how companies choose to manage and generate revenue. In today’s budget constrained environment, this commitment to measurement and operational excellence is more needed than ever.

By measuring and installing processes to continuously improve the demand chain, companies can significantly increase Sales and Marketing effectiveness (revenue capture) and efficiency (cost reductions) quickly, cheaply and more predictably.

Jon, thanks for taking the time to share your thoughts on Revenue Performance Management and the current state of Sales and Marketing.

Readers, what are your thoughts on the subject?

Please add your comments by clicking on the word “comments” in the line below the Share button.
 

 

Near Boston or New York City? Get up to speed on BtoB marketing automation on your way to work

Executive Breakfast Briefing

To quickly get up to speed on BtoB marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this Executive Breakfast Briefing:

What BtoB marketing Automation is all about, and why you should care

January 26, 2010 – Boston/Waltham
8:00 am to 10:00 am
Westin Waltham Boston
(Exit 27A off Interstate 95/Route 128)
Learn more or register here
Can’t make it? Be notified about future events

January 27, 2011 – New York City
8:00 to 10:00 am
Fashion 26 Hotel
152 West 26th St (at Seventh Ave)
Learn more or register here
Can’t make it? Be notified about future events

Who should attend?

Senior corporate, marketing and sales executives (CMOs,VPs and Directors) at companies that sell products or services to other companies.

If your company spends $100,000 a year on lead generation or millions, you can’t afford to miss this!

Your presenters:

Will Schnabel (a recognized thought-leader in marketing automation and email) and I (Mac McIntosh - voted #1 of the SLMA’s Top 50 Most Influential people in Sales Lead Management) will bring you up to speed on B2B marketing automation over breakfast and have you on your way back to work by 10:00 am.

By attending this Executive Breakfast Briefing you’ll hear about how many of your peers are finding that marketing automation allows them to do more with less when it comes to new business development.

In fact, Aberdeen’s research reveals that 58% of Best-in-Class companies use marketing automation to drive more leads and sales!

So, instead of relying on yesterday’s marketing and lead generation tactics that used to work but no longer do (like “batch and blast” emails), attend this webinar to learn how to:

  • Put your company’s prospecting programs on auto-pilot
  • Reach and nurture more prospective customers
  • Generate more qualified leads
  • Close more sales
  • Lower your cost of sales
  • Increase your ROI

The odds are that one or more of your competitors may have already adopted marketing automation. If your company hasn’t, it may be at a competitive disadvantage! So register today!

What BtoB marketing Automation is all about, and why you should care

January 26, 2010 – Boston/Waltham
8:00 am to 10:00 am
Westin Waltham Boston
(Exit 27A off Interstate 95/Route 128)
Register here
Can’t make it? Be notified about future events

January 27, 2011 – New York City
8:00 to 10:00 am
Fashion 26 Hotel
152 West 26th St (at Seventh Ave)
Register here
Can’t make it? Be notified about future events

Your complimentary attendance at these Executive Breakfast Briefings is made possible by its generous sponsors:

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2B and B2C marketers.

AcquireB2B – A full-service agency specializing in generating more B2B leads and sales with marketing automation.

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 14 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and e-mail correspondence to break through the clutter and consistently reach decision makers.

 

Get up to speed on B2B marketing automation in an hour for free

As a top corporate, sales or marketing executive looking for ways to efficiently and cost-effectively boost B2B leads and sales, this Executive Briefing Webinar is for you!

Executive Briefing Webinar

To quickly get up to speed on marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this one-hour webinar:

What B2B marketing Automation is all about, and why you should care

December 15, 2010 – 2:00 p.m. EDT (GMT-4)

Reserve your seat: Register here

Can’t make it? Be notified about future events

Will Schnabel (a recognized thought-leader in marketing automation and email) and I (Mac McIntosh) will bring you up to speed on B2B marketing automation in 60 minutes or less.

By attending this one-hour Executive Briefing Webinar you’ll hear about how many of your peers are finding that marketing automation allows them to do more with less when it comes to new business development.

In fact, Aberdeen’s research reveals that 58% of Best-in-Class companies use marketing automation to drive more leads and sales!

So, instead of relying on yesterday’s marketing and lead generation tactics that used to work but no longer do (like “batch and blast” emails), attend this webinar to learn how to:

  • Put your company’s prospecting programs on auto-pilot
  • Reach and nurture more prospective customers
  • Generate more qualified leads
  • Close more sales
  • Lower your cost of sales
  • Increase your ROI

The odds are that one or more of your competitors may have already adopted marketing automation. If your company hasn’t, it may be at a competitive disadvantage! So register to attend this one-hour Executive Briefing Webinar today:

What B2B marketing Automation is all about, and why you should care

December 15, 2010 – 2:00 p.m. Eastern (GMT-4)
Reserve your seat: Register here

Can’t make it? Be notified about future events

Your complimentary attendance at this Executive Briefing Webinar is made possible by its generous sponsors:

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated, self-service B2B and B2C marketers.

AcquireB2B – A full-service agency specializing in generating more B2B leads and sales with marketing automation.

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

NetProspex – The world’s most accurate and fastest-growing sales and marketing database, helping B2B decision makers find, reach, and connect with nearly 14 million targeted sales prospects.

MarketSync – Empower sales in your marketing cloud by combining physical and e-mail correspondence to break through the clutter and consistently reach decision makers.

 

What B2B marketing automation is all about, and why you should care: Executive Breakfast Briefing Tomorrow (6/29) in Waltham MA from 8:30 to 10:00 am.

Interested in learning more about B2B marketing automation and how it may benefit your company?

Then do not miss this complimentary, 90-minute breakfast briefing designed specifically for senior corporate, sales and marketing executives at a mid-size to large companies, or at a fast-growing, venture-funded small companies; executives who are looking for ways to cost-effectively and efficiently boost sales.

What B2B marketing automation is all about, and why you should care
Presented by AcquireB2B, a division of Mac McIntosh, Inc.

Date: June 29th
Time: 8:30 am to 10:00 am
Location: Waltham, MA
Information and Registration

Can’t attend this Boston-area event on the June 29th?
Tell me about future Boston area events
Tell me about future events in my area

What is marketing automation all about?

Generating sales-ready leads is “easy.” All you have to do is get the right message to the right person at the right time. And only do what works. These are two simple strategies, but the details of consistently executing them are a significant challenge for most B2B organizations.

That’s what marketing automation is all about—using technology to implement these strategies and deliver a stream of qualified leads to drive sales in a highly cost effective way. (Your sales team and your CFO will love marketing automation!)

This briefing was developed specifically for busy executives like you

This may be your best opportunity to quickly get up to speed about B2B marketing automation—while having breakfast and discussions on the topic with a select group of your peers.

By attending this complimentary briefing, you’ll hear how many companies similar to yours are finding that marketing automation allows them to do more with less when it comes to their new business development.

You’ll learn how they are able to

  • put their companies’ prospecting programs on auto-pilot;
  • reach and nurture more prospective customers;
  • generate more qualified leads;
  • close more sales;
  • lower their cost of sales; and
  • increase their ROI

The executive briefing will be led by me, Mac McIntosh. In addition, Adam Needles, director of field marketing for Silverpop will overview how his company uses its marketing automation system to drive more leads and sales for less.

You can attend this complimentary, 90-minute breakfast briefing to get up to speed on marketing automation and be out the door at 10:00 am and on your way back to work.

Date: June 29th
Time: 8:30 am to 10:00 am
Location: Regus, 1050 Winter Street, Suite 1000, Waltham, MA 02451
Register to attend

The agenda:

8:30 am: Registration and Breakfast
8:45 am: What B2B marketing automation is all about, and why you should care
9:40 am: Group discussion
10:00 am: Briefing concludes

Please reserve your seat today, as attendance is strictly limited. 

Register Online: Use this link or visit http://marketingautomation.eventbrite.com

Register by Phone: 1-800-336-1877 x1622

Register by Email:
(Please mention the June 29th briefing and include your name, title, company URL and phone number)

Your complimentary attendance at this executive breakfast briefing about marketing automation is made possible by its generous sponsors:

AcquireB2B -Drive more leads and sales with Marketing Automation

Silverpop – An on-demand provider of an email marketing and marketing automation platform serving the needs of sophisticated,self-service B2C and B2B marketers

B2B Contact – Generating more of the leads you need by combining qualified data with rich media messaging and telemarketing.

 

Mac McIntosh Announces our New Division for Implementing Lead Generation: AcquireB2B

I thought that as reader of this blog you might be interested in hearing more about a new resource for helping you drive more leads and sales, more efficiently and at lower cost, by leveraging the power of marketing automation:

AcquireB2B - Driving Leads and Sales with Marketing Automation

AcquireB2B – Driving leads & sales with marketing automation™

Three Ways to Learn More

Mac McIntosh Inc has provided consulting and speaking/training related to helping companies like yours generate more qualified leads and drive more sales using the latest B2B marketing strategies, tactics, media and technology since 1990.

However, many of our clients have also been having us help implement their marketing-driven lead generation programs for them. So we decided to create a new division focused on those implementation services and named it AcquireB2B.

Our team of experts at AcquireB2B provide a full menu of services related to either generating more leads and sales with B2B marketing, or powering-up those programs by leveraging B2B marketing automation systems.

These services range from bite-size projects, to being a virtual extension of your marketing team, to running turn-key lead generation programs for you. Or anything in between.

As always, Mac McIntosh Inc can provide the unbiased consulting and training you need to design or improve your marketing driven business development programs.

But now we also have this new division and its expert team to help you with any aspect of implementing your B2B lead generation programs.

How can AcquireB2B assist you and your company in driving more leads and sales with B2B marketing or marketing automation?

Here are three ways to learn more

  1. Visit AcquireB2B at http://www.acquireb2b.com 
  2. Request your complimentary phone consultation with an expert on driving leads and sales with B2B marketing (a $350 value): Call me at (800) 366-1877 Ext 1622 or use this link or visit
    www.pages05.net/acquireb2b/Offers/LearnMore/
  3. Sign up to be kept up to date on the latest in B2B marketing, lead generation and marketing technology with a complimentary subscription to B2B Marketing Technology Insights at: Use this link or visit
    http://www.pages05.net/acquireb2b/Preferences/Subscribe_AB2B_Newsletter/ 

Please consider Mac McIntosh Inc or AcquireB2B when you need help designing, implementing or improving your B2B marketing to drive more leads and sales.

Thanks,

MacSignature150x50

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com