Discover data best practices in our “how to guide”

More data has been created in the past 5 years, than in the rest of history. This enables us as Marketers to be increasingly powerful, increasingly able to generate business for our organisations. To reach that Holy Grail: knowing our customers so we can market to them in a smarter way that leads to relevance for them and cost savings for us.

But are we making the most of all the intelligence that’s our fingertips? Without analytics and without actually acting based on the results, we are wasting a huge opportunity.

Data is the cornerstone of any Marketing activity. It underpins everything we do. It determines our success. It allows us to understand our customers’ behaviours so we can identify new opportunities. It saves our Sales and Marketing budgets by allowing us to put the right message to the right audiences and build profitable relationships. In essence, it is the most important part of an integrated marketing strategy.

We need to constantly review how we’re managing, reporting and improving our activity based on the insight data provides. We need to provide insight to our Sales teams on contact behaviour in order for their engagement to be more profitable.

But I’m getting ahead of myself. That may be the vision of ultimate success, but where do we start? Data Quality, that’s where.

Discover more about Data Best Practices in the Panovus “How to guide” to data

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Are you engaging differently with prospects at different stages in the Sales cycle?

By monitoring and analysing contacts’ behaviours across multiple channels, you can determine what kind of content they’re responding best to, what subjects interest them, in which format they prefer to receive information. This knowledge enables you to tailor what you say to whom, reshaping the way that business can communicate with prospects and customers to drive lead generation and more importantly, valu­able pipeline engagement at the right touch point to close a sale.

The activity of prospects enables us to score leads according to behaviour. This can be mapped to our CRM, allowing us to manage leads and pass on only the ones which have been nurtured through the sales process and are ready for closure. This helps to improve close rates and the quality of the leads that are passed to Sales.

Gone are the days when we can blast the same message across our entire database. Prospects are at different stages of the sales process; some may have only just visited your site for a look around, some may have downloaded a whitepaper, others may have attended a whole series of web­casts, registered for a demo and joined your online community. These people need (and expect) to be treated in different ways.

Find out more in our Marketing Engine article >>

Integrated Marketing: Are you really doing it?!

Everybody’s talking about it. Everyone claims to be doing it. I guess that depends on your definition of it. For us, Integrated Marketing is the name given to a strate­gic approach to bringing together multiple and disparate channels to market. The aim is to reinforce a single message in different ways, appropriate to the market­ing method being used and the place the tactic is being used in the sales cycle. It saves budgets and enhances the audience’s opinion of your organisation.

That would make sense, wouldn’t it? If you’ve got something to say to your audience, say it at the same time in different ways across all your channels to market. If your audience receives the same message and visual prompts everywhere they encounter you, they are more likely to understand what you’re trying to say to them.

Plan it. Build the content. Integrate the delivery across your website (don’t forget SEO!), PR, across social media and Direct Mail, in your speaking opportunities at events, in the content of your webcasts. How we express a concept in a Tweet or a landing page is very different from how we would deliver the same thing in an email and different again from a whitepaper. Each tactic moves each member of the audi­ence to the next stage in the sales cycle. BUT THE FUNDAMENTAL MESSAGE IS THE SAME.

Find out more in our How to Guide: Integrated Marketing >>

core message diagram_v2

Prospect Communication for Business Insight

Telemarketing is the most interactive marketing medium available. It allows you to answer your prospects’ questions, address their concerns, and immediately overcome any objections. It is instrumental in complementing and adding a personal touch to other, more “arms-length” activity.

On the practical side, it’s highly flexible. You can adjust your strategy at any point, you can change your offer and your audience in a single call, you can increase and decrease the hours as required.
Key benefits:

  • Telemarketing provides you with immediate feedback & valuable information. This should be reviewed and analysed in order to respond
    quickly to your audience’s response. It helps you hone your message and understand what your targets are really interested in hearing about.
  • Telemarketing is the only form of promotion that requires an immediate response. It can’t be ignored. That can’t be said of an email.
  • Telemarketing provides you with a captive audience the minute the phone is answered. You are immediately engaged in 2-way communication.
  • Telemarketing provides you with increased potential to improve your business. As a fundamental part of the Marketing mix, it is essential not only to lead progression, but also to client retention, knowing your customers better as well as traditional uses such as appointment setting, event drives and follow-ups.

Find out more in our How to Guide: Moving Prospects Through the Buying Cycle >>

moving prospects through the buying cycle

Moving Prospects through the Buying Cycle

When we talk about demand generation, we generally mean everything involved from prospecting to the delivery of sales qualified leads. It goes deeper than that. We need to closely define exactly what a Sales Ready Lead “looks like” to our Sales organisation and what tools and tactics are required at any given point in the buying cycle.

We use a number of methods and the tactics develop over time, becoming increasingly specific and personalised as the lead matures.

One area that stays constant is the need to build direct HUMAN CONTACT into a truly integrated programme. In this day and age it’s easy to distance ourselves from our audience and hide behind a digital persona. But it’s amazing what you can dis¬cover about your customers and prospects when you actually engage with them on a one-to-one level.

Yes; it may be unfashionable to say so, but we’re fans of picking up the phone and actually talking to people to move them through the sales cycle.

Read our “How to” Guide to Moving Prospects through the Buying Cycle here

Thousands of leads but few opportunities? Intelligent follow-up.

With more than 7,000 leads languishing in its database from previous campaigns, this organisation suspected that its Marketing /Sales processes weren’t operating efficiently. For one thing, it was costing a fortune blasting emails out to all these contacts every month. For another, no progress was being made.

The leads had been gathered over months of Marketing activity; event attendance, web downloads, email responses…. According to salesforce.com, these precious pieces of gold had not been followed up.

By applying lead scoring criteria, we were able to help the company to prioritise follow-up. We determined whether there was still an interest, and nurtured the contacts through the buying cycle by maximising the intelligence gathered about prospects’ individual behaviours to the point where they could validly be passed to Sales.

Read the full case study here

Delivering ROI against investment in CRM tools

In a recent project, the introduction of human contact in the form of telemarketing was key to success. The exercise has enabled the organisation to deliver ROI against its investment in both Eloqua and sfdc. It has provided them with a factual and valuable pipeline and, strategically, has turned what had been a cold market into one that is warming up well.

Telemarketing highly interactive, giving prospects the opportunity to ask ques¬tions, provide feedback and start engaging. It also allows us to understand and overcome objections. It is instru¬mental in complementing and adding a personal touch to other, more “arms-length” activity.
Key points

  • The exercise as a whole has aligned the client’s Sales and Marketing teams more closely and has established a framework for the lead process within their company.
  • By introducing lead scoring and identifying a specific target audience, we established a basis for the client in order to focus their limited bandwidth in the region.
  • The intelligence gathered in the exercise has helped the organisation to develop its growth strategy, and by analysing where the most up-take has been has meant that the direction of geographical expansion plans has changed.
  • Resources can be directed into those areas with the greatest potential growth.
  • Marketing is able to make efficient use of its budgets by conducting targeted programmes which deliver a better ROI.

Read the full case study here

Leads, or SALES-READY leads? The value of lead scoring

An essential part of Lead Management, lead scoring enables you to define what a Sales Ready Lead is within your organisation and helps to ensure that only truly qualified leads are passed to the Sales team.

It works by monitoring how your prospects behave across your channels to market – web, events, email engagement… so you can see how interested they are in your solution. Couple this with facts you know about them in terms of their company and job role – how they fit with your target audience criteria – and you’ll be in a position to deliver Sales-Ready Leads to your Sales team.

It’s often the case that Sales’ view of what a qualified lead is and what Marketing perceives it to be are poles apart. Working together, the Sales and Marketing need to agree on what defines a qualified lead.

Take a look at our “How to” guide here to find out more

Case study: Human contact, the key to Marketing success

An IT security provider was ready to expand outside of North America into EMEA. The UK would act as the central hub, but there was a Sales network of direct and Channel representatives spread across the region. Some inroads had already been made by Corporate Marketing in terms of raising awareness, but in order to achieve the required 300% growth, it was recognised that a targeted programme was required.

Meanwhile, more than 7,000 leads were languishing in its database from previous campaigns delivered by Corporate Marketing. It seemed clear that the Marketing /Sales processes weren’t operating efficiently in EMEA. For one thing, it was costing a fortune blasting emails out to all these contacts every month. For another, no progress was being made.

Discover how the introduction of human contact turned the situation around.

Key points

  • The exercise as a whole has aligned the client’s Sales and Marketing teams more closely and has established a framework for the lead process within their company.
  • By introducing lead scoring and identifying a specific target audience, we established a basis for the client in order to focus their limited bandwidth in the region.
  • The intelligence gathered in the exercise has helped the organisation to develop its growth strategy, and by analysing where the most up-take has been has meant that the direction of geographical expansion plans has changed.
  • Resources can be directed into those areas with the greatest potential growth.
  • Deliver ROI against investment in both Eloqua and sfdc.
  • Provision of a factual and valuable pipeline.

Read the full case study here!

The impact of data quality

If our aim is to bring in pipeline and we’re looking at 2% of our data becoming obsolete every month just through natural erosion let alone duplications and errors, how much of our time and money is wasted? A lot.

The same eDM goes to the same contact multiple times. A poor impression for a prospect, let alone a customer. Mail is delivered to the wrong address. That’s wasted time and money. In fact, 33% of those surveyed said that staff had been deployed inefficiently and 91% said that budgets have been wasted over the last 12 months.

So, what’s the result? A negative impact on profitability. Inaccurate data is an obstacle to acquiring and retaining customers, causing inefficiency which affects profitability. What can we do about it?

Find out here >>