This section highlight automation and enablement tools, features, functionality, tactics and strategies to optimize demand generation.
By Shreesha Ramdas, Chief Operating Officer, LeadFormix
Sales has always been responsible for the revenue, measuring how leads move from one stage to the other, with the “Funnel” as the foundation. This “Funnel Diagram” over time, has been recreated and modified in different forms to enable a better understanding of the conversion process.
By Michael Doyle, Executive Director, Virtual Edge Institute
According to the 2010 BtoB and IBM Studio Study, State of Virtual Events, 60% of marketers plan to increase their use of virtual events in 2011. As more marketers turn to virtual as a way to identify and qualify sales leads, sales organizations must evaluate if their sales teams are equally prepared to sell and close these virtual leads.
By Kristin Hambelton, VP of Marketing, Neolane, Inc.
In a world inundated with communication, information is power. Marketers use information to try to target buyers with the right products and services; sales uses information to address buyers’ needs and desires in an effort to win deals; and customer service uses information to meet and exceed customer expectations. But, the reality is your company probably doesn’t use information as effectively as it could.
There has been a flood of research and analysis popping up over the last few years pointing to the emergence of content marketing. However, few resources have provided prescriptive insights into how to create a content strategy specific to individual business and market dynamics.
By Terry Welty, CMO, International Decision Systems
More than seven years ago I published an article entitled “Five Essentials for Marketing in a Down Economy.” That was before the economy really tanked of course. Who knew.
For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.
According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.
“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President, The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”
In an era of “conversational marketing,” many marketers are challenged to demonstrate value by understanding a prospect’s needs, objectives and business goals. The financial services sector, however, demands that marketers are more focused on the product rather than tailoring messaging to individual needs.
In our first “Vertical Deep Dive” DemandGen Report took a targeted look at how marketers in the financial services sector can optimize tools and tactics to efficiently market to prospects. DemandGen Report interviewed several vendors and industry insiders to profile the key automation features that can help financial services marketers address the complex nature of the buying process and nurture prospect across their entire lifecycle.
Jenny Vance, President, LeadJen
Managers of lead generation teams usually chart their success by looking at traditional metrics, such as number of attempts, number of connects and time spent on the phone. If the metrics are favorable, they probably feel pretty good about the job their team is doing.
However, these traditional metrics, while important, only justify that work is being done. They don’t show if you’re working effectively.
By Josiane Feigon, Founder & CEO, Telesmart Communications
Watch out — the Sales Sniper Pilots have landed. Inside sales organizations continue to grow at least 30% faster than their field counterparts. It’s no longer about having the best Salesforce — In 2011, it’s the lead development pilots who are revving up the sales engine.
