Filed under: Marketing Automation, Revenue Performance Management (RPM) | Tags: Change Management, Marketing Automation
Filed under: Marketing Automation, Marketing Cloud, Revenue Performance Management (RPM) | Tags: Marketing Automation, Marketo
Heard the buzz around marketing automation? Got some questions? Check out this jam packed, 100 page guide to learn everything you have every wanted to know about marketing automation.
Download this ebook and get the answers to all of your questions and more including:
- What is marketing automation and how can it help my company?
- Why is marketing automation so hot right now?
- How does marketing automation differ from other technologies such as CRM and email marketing?
- What are the common and advanced features of marketing automation tools?
- How do I build a business case and convince internal stakeholders to act?
- What does the future of marketing automation look like?
We’ve also included worksheets that you can use to figure out whether your company is ready for marketing automation and how it will help you increase your revenue and attain high priority business goals.
This guide will be your ticket to a new world of more effective, efficient, and lucrative marketing!
Filed under: Actionable Insights, Big Data, Business Intelligence, Marketing Automation, Revenue Performance Management (RPM)
The WordPress.com stats helper monkeys prepared a 2012 annual report for this blog.
Here’s an excerpt:
4,329 films were submitted to the 2012 Cannes Film Festival. This blog had 48,000 views in 2012. If each view were a film, this blog would power 11 Film Festivals
Filed under: Lead Generation, Lead Nurturing, Marketing Automation, Revenue Performance Management (RPM) | Tags: Lead Management
Filed under: #mktgcloud, Behavioural Targeting, Marketing Automation, Marketing Cloud, Revenue Performance Management (RPM)
Filed under: #mktgcloud, Data, Datarati, Marketing Automation, Revenue Performance Management (RPM) | Tags: Data, Datarati, Marketing Automation, Marketo, Revenue Performance Management
Filed under: Revenue Performance Management (RPM) | Tags: Revenue Performance Management
Filed under: Datarati, Revenue Performance Management (RPM) | Tags: Revenue Performance Management (RPM)
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.
Ready to get started?
+ 612 9045 0946
Filed under: Datarati, Marketing Automation, Revenue Performance Management (RPM) | Tags: ADMA, B2B
Here are the top 10 key takeaways from the ADMA B2B Marketing Seminar which I chaired in Sydney today.
1.) Recognise The Problem – You have a leaky funnel.
2.) Identify the cost – What is the cost of the leaky funnel to your business? Use this to create a business case for Marketing Automation.
3.) Define Requirements – look for strategic partners who will help you plan for an effective implementation. Then look at vendors. Here is your marketing automation success formula. 70% people, processes, methodologies. 25% CRM expertise and 5% the actual marketing automation tool.
4.) Marketing & Sales Process Definition & Alignment – define and agree on lead scoring (demographic & behavioural), lead statuses, lead allocation rules, alerts and service level agreements between Marketing & Sales.
5.) Marketing & Sales (Revenue Cycle Model) Definition – define revenue stages in 1 funnel. Start with the organisations revenue target and work backwards to get an understanding of what marketing needs to contribute in terms of marketing sourced and marketing influenced opportunities/pipeline on a monthly basis.
6.) Identify quality sources of qualified inbound leads e.g. Paid Search, Paid Display, Events, Webinars, Social Media etc. What’s driving Sales Accepted Leads (SAL’s) and what’s driving Sales Qualified Leads (SQL’s).
7.) Identify additional data sources to help enrich your inbound lead data. e.g. www.data.com
8.) Develop content based on segments focused on specific roles of buyers within the buying cycle.
9.) Launch lead nurturing campaigns targeting the 95% of leads who are not yet sales-ready. Test & Optimise content types and frequency of communication.
10.) Hold monthly “What’s working What’s Not” sessions with both Sales & Marketing heads in an effort to improves lead quality and internal lead management and lead recycling processes.
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