Filed under: Datarati, Datarati.TV, Events, Marketing Automation, Revenue Performance Management (RPM) | Tags: Ad:tech, Datarati, Marketo
1.) Marketers need to focus on REVENUE metrics to earn a seat at the revenue table.
2.) Marketers need to move from quantity KPI’s to quality KPI’s.
3.) Marketers need to stop throwing ALL leads over the fence to the sales team as this creates cherry picking from the sales team and tension between both marketing and sales about true “lead quality”.
4.) Marketers need to start their strategic marketing planning with a Revenue target and work backwards. Identity how many leads they need at each stage of the Revenue Cycle to ensure their sales team hit their revenue target.
5.) Marketers need to escape “Excel Hell” by centralising all of their marketing data (email, search, web, mobile, display) in a Marketing Automation Database and then integrate this database with their internal CRM database.
6.) Marketers need to set up a scoring methodology which allows them to score their prospects and customers explicit data e.g. demographic as well as their implicit data e.g. web, search, email behaviour to ensure they focus on those customers who are highly engaged and prioritise those that need follow up.
7.) Marketers need to take those prospects and customers who are are not yet ready to engage with sales and place them into nurturing campaigns. Marketers need to A/B test the content of these campaigns to ensure they are targeting each prospect and customer with relevant content with is creating action e.g. a click.
8.) Marketers need to analyse the key touchpoints and influences within the prospect and customer lifecycles to identify which marketing channels are having an impact at specific stages of the buyers journey.
9.) Marketers need to focus on identifying trends in their data and taking action on their insights to ensure they optimise what’s working and what’s not.
10.) Marketers need to aim for the end goal of Marketing Automation which is being able to predict marketing’s impact on revenue contribution to an organisation.
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