Demand Generation Strategy Playbook Do You Want to Create Need for a Product and Pass on Qualified Leads to Your Sales Team?
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The State of Marketing Automation in 2020 CONTENTS
whitepaper The State of Marketing Automation in 2020 CONTENTS Foreword..........................................................................................3 Executive summary ........................................................................5 Introduction .....................................................................................8 About the report authors ............................................................. 11 State of adoption of marketing automation ...............................12 Drivers and drawbacks of automation ........................................20 Managing marketing automation ................................................23 Managing B2B Marketing Automation in 2020 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 2 FOREWORD Much as last year, I would like to begin by thanking everyone that took part in our survey. As always your comments and recommendations continue to provide vital feedback and help us to make our annual report as useful and insightful as it can possibly be. As a marketing automation and lead generation provider, we are constantly striving to understand the ever-changing developments in the marketing automation industry. By reviewing the trends that have developed over the past 12 months, observing what has performed well and changes we believe will take off in the months and years to come, we can not only improve our platform but share with you a report that will hopefully illuminate future practices -
The 'What's Working' Series
Demand Gen Report (DGR) has tapped into the pulse of the B2B marketing industry since its launch in 2007. Our website, newsletters and in-depth reports cover the latest trends, capture insights2020 from top industry executives and offer a close-up look at best practices for demand generation professionals. SOME OF OUR FEATURED TOPICS INCLUDE: ⊲ Account-Based Marketing ⊲ Intent & Signal Data ⊲ Marketing Operations ⊲ Revenue Acceleration ⊲ Artificial Intelligence ⊲ Interactive Content ⊲ Measurement & Analytics ⊲ Sales Enablement ⊲ Content Marketing ⊲ Lead Scoring & Nurturing ⊲ Predictive Intelligence ⊲ Social Selling ⊲ Database Strategies ⊲ Marketing Attribution ⊲ Retargeting Strategies ⊲ Video Marketing Demand Gen Report offers a number of opportunities for contributors to submit story ideas and content for publication on our website and in our newsletters. Featured editorial opportunities include: ⊲ DEMANDING VIEWS COLUMN: B2B marketing executives and thought leaders are invited to share their opinions and insights by contributing 600-800-word bylined articles. Demanding Views contributions should take a prescriptive approach to B2B marketing challenges, combining strong opinions with a practical, first-person point of view. ⊲ SOLUTION SPOTLIGHT: Solution Spotlight gives vendors a powerful platform to introduce their products and services to Demand Gen Report subscribers. Each Spotlight includes information about the vendor, details about their product or service, key customers and other supporting information. ⊲ CASE IN POINT: Our case studies demonstrate the value of your company’s B2B marketing solution or service. Each case study, written by DGR editors, features a detailed analysis of the solution and how it’s being used by a key customer. The case study includes a focus on the provider’s business model, implementation challenges and customer success. -
Email Marketing & Lead Generation (Marketing Automation) Workshop
Email Marketing & Lead Generation (Marketing Automation) Workshop Day 1 Let’s discuss: ● What is the purpose of marketing? ● How does marketing help YOUR organisation? ● What does your organisation do for marketing? “To deliver the right message, to the right person and at the right time.” Don Peppers and Martha Rogers, The One-to-One Future, 1993 Workshop: Learning Outcomes ● Understand how you can integrate email marketing, lead generation techniques and marketing automation into your organisation’s business practices ● Attain knowledge and develop skills to: ○ Execute email marketing program ○ Capture consumer interest and generate leads ○ Develop and execute marketing automation activities Day 1: Learning Outcomes ● Develop an understanding of digital marketing funnel and its practices ● Develop an understanding of your organisation’s digital marketing readiness ● Understand your organisation’s stakeholders ● Engage your stakeholders through digital techniques ● Acquire new email marketing skills The Truth about Marketing (AKA how to engage and convince your sales person) The Truth about Marketing - It’s complex. ● Consumers are spoilt for choice ● Consumers have unlimited access to information ● Consumers have a VOICE ● Abundance of data is created for each marketing activity; data management issues ● Mobile dimension adds complexity to marketing ● Thousands of marketing tools and channels available; confusing ● Technology changes very fast: AI, IOT, RTB, etc. But the fundamental 4Ps of Marketing are still very relevant today. Product -
Generating Qualified Leads on the Internet
= = Generating High Quality Leads on the Internet How Manufacturers Can Dramatically Increase Marketing ROI A GlobalSpec White Paper 350 Jordan Road Troy, NY 12180 Tel: 518-880-0200 www.globalspec.com © 2006 GlobalSpec, Inc. Generating Qualified Leads on the Internet Executive Summary Traditional lead generation programs such as print ads, direct mail, trade shows, and catalogs are losing effectiveness in the manufacturing sector. They don’t connect with a target audience of engineers and technical buyers who have turned to the Internet to source products. Too often they produce unqualified leads. The result is that sales people waste time, money, and business resources trying to close deals with weak prospects who will never buy. On the other hand, high quality leads are prospects who have “raised their hand” to express a specific need for a product. They have buying authority or purchasing influence, and have indicated their intention to buy in the near term. Where can manufacturers find these high quality leads? On the Internet. Statistics show that over 90 percent of a manufacturer’s target audience is using the Internet to find the products and services they need. In turn, leading manufacturers now use the Internet to proactively generate leads. Benefits include the ability to reach a larger audience, maintain an ongoing presence, and measure results. However, not all Internet marketing is equally effective. Manufacturers must carefully choose an Internet lead generation strategy that produces only high quality leads and a significant return on investment. Generating high quality leads is only half the story; managing them is the other. -
B2B Lead Generation: How Modern Technologies Offer New Business Opportunities
98% of your website visitors don’t inquire, we tell you who they are B2B lead generation: how modern technologies offer new business opportunities Discover future technologies set to evolve marketing processes and revolutionize results. leadforensics.com UK 0207 206 7293 • US 720 362 5033 Contents 1 The“ future is now. Demand generation and lead 03 generation: back to basics New marketing Current technologies for 04 technologies are business lead generation Why we’re the lead generation 06 making dreams of technology experts 25 years ago come Automation true today. ” What is automation? 08 Can marketing automation 09 work for your business? Evolve your campaigns 10 JENNIFER RENAUD CMO AT ORACLE MARKETING CLOUD Advancing marketing automation 11 Artificial intelligence What will I learn? What is artificial intelligence? 13 Lead generation is vital to any growing How artificial intelligence 14 business, providing new opportunities will help your business to win clients and promoting growth. lead generation Excellent lead generation requires What’s next for business strong marketing . lead generation? As Jennifer Renaud points out Augmented reality in marketing 18 above, now is the time to discover and embrace new technological Future-proof website analytics 19 advancements. In this guide we’ll Improving ROI 20 delve into some of the latest and predicted technologies, uncovering B2B lead generation technology: 21 the lead generation opportunities what have we learned? they offer and understand how they The ultimate solution 22 can help revolutionize your results. 1 forbes.com Demand generation and lead generation: back to basics hese terms can often be heard in B2B marketing and sales Lead generation Tdepartments; they’re very important The practice of turning that to your business and can have a huge interest into actionable data. -
How to Using Facebook Advertising for Lead Generation
HOW TO CREATE KILLER FACEBOOK ADS Using Facebook Advertising for Lead Generation $ A publication of 2 HOW TO CREATE KILLER FACEBOOK ADS HOW TO CREATE KILLER FACEBOOK ADS 3 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read. INTRODUCTORY Introductory content is for marketers who are new to the subject. U q This content typically includes step-by-step instructions on how HUBSPOt’S ALL-IN-ONE LEAD BLOGGING & to get started with this aspect of inbound marketing and learn its MARKETING SOFTWARE GENERATION SOCIAL MEDIA fundamentals. Read our introductory ebook “How to Use Facebook ... brings your whole marketing world to- for Business.” gether in one, powerful, integrated system. This ebook! s INTERMEDIATE Get Found: M Help prospects find you online EMAIL & SEARCH Intermediate content is for marketers who are familiar with the Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing AUTOMATION OPTIMIZATION subject but have only basic experience in executing strategies and Plus more apps and integrations tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. Request a Demo After reading it, you will feel comfortable leading projects with this g Y aspect of inbound marketing. LEAD MARKETING managEMENT ANALYTICS ADVANCED Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. -
The Buyer's Guide to Marketing Automation Software
The Buyer’s Guide to Marketing Automation Software 2016 Edition #forusersbyusers Curated from End-User Reviews on: Published December 16, 2015 ©2016 TrustRadius. All rights reserved. This publication has been licensed by Marketo. Reproduction or sharing of this publication in any form without TrustRadius’ prior written permission is strictly prohibited. Page 1 of 107 ©TrustRadius Inc. 2015 Table of Contents Introduction .................................................................................................................................................................... 3 Marketing Automation Software Overview ............................................................................................................. 5 Achieving Success with Marketing Automation ..................................................................................................... 7 Historical Trends in Marketing Automation ...........................................................................................................12 Trends for 2016 ...........................................................................................................................................................16 The Best Marketing Automation Software for Small Businesses ......................................................................25 The Best Marketing Automation Software for Mid-Sized Companies ...........................................................26 The Best Marketing Automation Software for Enterprises ................................................................................27 -
Marketing Automation
THE BUSINESS CASE FOR MARKETING AUTOMATION How to Craft a Compelling Case the Executive Team Will Approve Copyright © 2016 | Act-On Software www.Act-On.com Bottom line, you can’t realize the benefits of nurture marketing the way top performers do unless you incorporate a technology platform “that can preconfigure business rules to manage timely engagement and escalate prioritized leads to sales via integration with CRM. No amount of hired resources could manually reach out and touch prospects at just the right time with just the right message. Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospect engagement. It’s also one of the only ways marketers can actually start to attribute marketing spend to closed sales. — GLEANSTER, March 2013 www.Act-On.com The Business Case for Marketing Automation | II Table of Contents 1. The Basics of Marketing Automation . 1 2. How to Make a Business Case for Marketing Automation .........................................................9 3. What the Executive Suite Needs to Know .................................. 25 4. Closing Thoughts and Resources .................................................................... 27 www.Act-On.com The Business Case for Marketing Automation | III You’re Convinced Marketing Automation Will Help Your Company Leap Forward... ...if you can convince executive management to adopt the technology. The buyer has evolved. Which means you must, too. THE SCALES HAVE SHIFTED. MARKETING AUTOMATION STRIKES Technology, digital channels, and non-stop THIS BALANCE. connectivity continue to empower today’s buyers It’s a proven method for managing and optimizing with at-the-ready information and increased choice, the entire customer experience, measuring fueling unprecedented global competition. -
Why Use Marketing Automation Marketing Automation Technology Goes Far Beyond Traditional Email Marketing
Why Use Marketing Automation Marketing automation technology goes far beyond traditional email marketing. Marketing automation is all about using software to automate (often repetitive) marketing activities. Tasks such as email marketing, posting on social media, and even responding to form submissions all can be handled by automation. Beyond the time and efficiency gains—marketing automation does all of this (and more) while providing a more personalized experience for your customers. At its core, marketing automation gives your brand the ability to provide a better customer experience on a granular level, at scale. With the power to customize the experience across every one of your marketing channels, now you can deliver the right message to the right customers at the right time. To nurture conversions, build trust, and extend the lifetime value of your customer base, you need an “always-on” solution that can take every touchpoint of the customer journey into account. Marketing automation is that solution. AUTOMATING LEAD MANAGEMENT Managing your leads and contacts effectively is one of the best things you can do when it comes to improving your overall ROI. Customers want a custom experience from every brand they interact with. To provide them the value they want, your CRM is where everything begins. Beyond this, keeping your CRM up to date and enriched with the most recent client profile data is the first strategic step in marketing automation success. Robust Lead Profiles Your lead and contact profiles become robust data centers where every customer interaction can be tracked, noted, and leveraged to provide deeper programmatic (and more valuable) brand interactions. -
Demand Generation Manager Resume
Demand Generation Manager Resume Raymond sorbs his flong lasts variedly or tenderly after Zedekiah mussitates and idolizing frostily, drippy and digitate. veryBroadly askance aulic, andTull oppressively?minces bests and disyoked brickkiln. Is Shep always emollient and squab when cubes some grillwork Regional Managers are responsible for all centrally produced marketing assets branding of the company, dates work! Your product manager resume objective will tire more effective if necessary highlight. Proposed and executed the creation of the first ITS electronic newsletter for internal and external distribution to clients and employees. Among which does career objective examples for sales operations management with dyna tech, but how need step past its chances of a name link. That exchange the statewide grid is supporting demand based on supply. Fort bend county government decision to demand generation: capable of demand generation manager resume objective for the least some of daily and online? Stage manager resume template. Marketing was always my destiny. Communications manager resume. Doc excel in order management responsibilities for its chances of commission or objective examples for marketing messages back. Marketing Resume Sales Resume Manager Resume Sales And Marketing Resume Objective Examples Job Resume Examples Best quality Resume Tips. Turn into career prospects from potential leads into a closed deal by using our business development manager resume example so helpful tips. Check how our detailed salary information for sales and marketing managers to want more. Establishing an inventory management resume examples for sales operations manager resume. Developed strategy and oversaw the development of marketing initiatives including executing grassroots marketing, social media marketing, and other tactics to include email blast, lead human, and networking. -
The Truth About Digital Advertising and B2B Lead Generation
The truth about digital advertising and B2B lead generation The truth about digital advertising and B2B lead generation Discover why vanity metrics are harming your results, how changes to third-party cookies will impact your marketing, and why advanced tech will transform your business. webinsights.com UK: 0207 206 7293 | US: 720 362 5033 1 The truth about digital advertising and B2B lead generation Contents 03 Why vanity metrics are harming results 05 What the phasing out of third-party cookies means for your business 07 Website visitor automation: transforming digital success 08 Web Insights: the key to revolutionizing digital advertising 2 The truth about digital advertising and B2B lead generation Why vanity metrics are harming results In a recent Forbes article, Dr. Augustine Fou discussed what happened when a number of big-name brands and small businesses alike turned off their digital advertising. According to Fou, there were no changes to the bottom line. While the number of clicks, impressions, and website visitors plummeted, conversion-rates and sales stayed exactly the same. Similarly, his research found that while advertising reach is high, the quality and content of the sites were often not up to scratch. Of course, no two businesses are the same — and what works for one company may not work for another. However, due to the events of 2020 and our industry pivot to an entirely digital strategy, it has never been more important to assess where you’re seeing ROI. We’ve proven our ability to be agile: so let’s pivot to what works, and stop investing budget in tactics that don’t. -
Increase the Lifetime Value of Every Customer. Customer Lifecycle Management from Pitney Bowes
Customer Engagement Customer Lifecycle Management Making every interaction relevant and engaging Increase the lifetime value of every customer. Customer Lifecycle Management from Pitney Bowes. Customer experience Create profitable experiences. Build on your existing framework. A different employee supports You don’t need to “rip and replace”. leaders outperform the every interaction. Each department Our Customer Lifecycle Management market, generating a has its own process. The same data solution offers a well-planned, is captured on several platforms. incremental approach that integrates return that’s 26 points Sound familiar? It’s no wonder that with your current systems and higher than the 40 percent of organisations cite platforms. In weeks, you can deliver complexity as the greatest barrier to more personalised interactions 1 S&P 500. improving the customer experience.2 across every channel. You already have systems that track • Access, enhance and integrate transactions. We’ll help you use that customer data across departments information to create meaningful • Identify each customer’s interests engagements. Experiences that offer so you can target effectively customers real value. Interactions • Automate decisions on a that grow relationships, boost customer-by-customer basis acquisition and maximise cross- • Personalise content across inbound sell. That’s what customer lifecycle and outbound engagements management is all about. • Determine which specific engagements will drive desired results • Increase productivity with real-time marketing automation 1Watermark Consulting, The 2014 Customer Experience ROI Study • Reach each individual with a message that’s precise, actionable 2eConsultancy. Multichannel Customer Experience Report. and relevant 2 Deliver value at every stage of the customer journey. Turn prospects into Increase satisfaction with profitable customers.