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!

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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 >>

Managed data is the key to successful marketing

Data is the cornerstone of any Marketing activity. It allows you to understand your customers so you can identify new opportunities. It saves your Sales and Marketing budgets by allowing you to put the right message to the right audiences and build profitable relationships. Consider how you create, cleanse and manage your data so you can focus on getting the most from your campaigns, protecting the investing you’ve made in acquiring it.

Key steps:

  • Audit: The key is to understand whether what you have is a) what you need and b) up to date. Where are the gaps? We can help you understand if companies are still operating, whether the telephone numbers and email addresses you have are still valid.
  • Cleanse: Once you know what you’re starting from, you can fill in the gaps. Remove the gone-aways, enhancing the database quality and accuracy through de-dupe, merge, purge activity, direct telephone engagement and web research.
  • Enhance: Now you have a solid base to work from, you can add in the detail. Replace the contacts who are no longer valid, complete the invalid contact details. Define what else you need to know in order to make this a viable prospect.
  • Segment: Segmentation allows you to reduce costs by aligning specific products and services according to audience, so you’re contacting the right people with the right message.
  • Insight: Gain insight into customer behaviour in order to identify new market and product opportunities, increase market share and gain market intelligence to create competitive advantage.
  • Profiling: Who are your customers? What are their preferences, trends and how do they buy? This can help you to engage with them at a deeper level and retain their business.
  • Propensity modelling: Based on specific criteria, understand what your next target customers “look” like and where to focus your new business efforts.
  • All supported by comprehensive and detailed reporting and analytics.

Discover more about Data Best Practices >>

The path to targeted growth

An organisation specialising in accountancy software was feeling increasing pressure from its competition. Existing clients were being drawn elsewhere and prospects weren’t turned on by its proposition.

They recognised the need to refocus their product and service offering, but in order to do that successfully, they needed to stand back and take an objective look at their data. Was it accurate? Was it current? What were clients and prospects actually looking for in an accountancy solution?

Find out how they:
· reduced customer churn
· saved on Direct Marketing costs
· increased the number of Sales-ready leads

Download our case study to targeted growth >>

People buy from people

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 discover 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.

Use all the tools and expertise at your disposal in order to deliver impactful programmes, taking into account language, culture, market sizes and available channels to market. This delivers campaigns to move opportunities through all the stages of the customer journey, from acquisition to nurturing, to up- and cross-sell and ongoing retention in order to identify and maximise revenue-generation opportunities. And don’t forget to measure the results!

Download our guide to demand generation >>

Data: a valuable resource

When planning an impactful integrated campaign, we have to get the basics right. The first step is data. It is a valuable resource that we take for granted. It seems plentiful, but if the quality isn’t considered and maintained, it can have a negative impact on profitability.

Inaccurate data is an obstacle to acquiring and retaining customers, causing inefficiency, affecting profitability. It is fundamental to successfully building your brand and filling your pipeline with Sales-ready leads. It takes effort and ongoing management, but it will allow you to understand your audience.

In so doing, you can make sure you target the right people with the right message at the right time as they move through their decision-making process and you move them through the sales cycle. This not only enables you to engage appropriately, it also makes the most of your budget, because you’re not randomly “blasting” the same message to the user buyer that you are to the CxO.

Paying attention to your data and instigating an ongoing programme of cleansing, augmentation and behaviour analysis is critical for the continual success of any campaign you produce.

Download our “How to” guide to Data to help you look after your most valuable resource >>

Say “no” to random acts of Marketing

“We’ve got to get this email out.” “We’ve got to write this week’s blog.” “The deadline for that article is due on Friday.”

Sounds familiar? Well, it’s the way of the world and sadly accounts for hundreds of missed opportunities and thousands of pounds of lost potential revenue.

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. Plan it. Build the content. Integrate the delivery across PR, across social media, across Direct Mail, in your speaking opportunities at events, in the content of your webcasts.

Reinforce what you want to get across at every opportunity using every vehicle.

Click to download our “how to” guide to integrated marketing >>

Content: the key to performance


So… it’s about time you got in front of your audience. I mean, it’s been a week since you sent that eblast out, right? OK, so there weren’t many opens. There were fewer downloads. But still, it’s a number’s game isn’t it? Something will strike gold eventually.

It’s amazing that this kind of thought process still goes on in an age in which we have more behaviour-based data analysis at our fingertips than ever before, access to the highest quality data. Despite all these investments, time after time, organisations let themselves down and, yes, waste hard-won budgets, by not recognising the importance of content.

Poor quality content as much as a fundamental lack of it leads to poor campaign performance. If content has not been scheduled as part of your planning process, activity will stall.

And once you’ve invested time and effort in developing powerful content, put it to good use. Of course, use a case study or thought leadership article as a download, but also use it as a base to get a consistent message across multiple channels to market. How we express a concept in a Tweet is very different from how we would explain the same thing in an email and different again from a whitepaper. What tone of voice do you use? What style of language is appropriate?

By developing a library of assets, you can be sure that you will always have a valuable reason to stay in front of your audience, encourage them to get in touch to find out more and demonstrate their interest by downloading relevant collateral. It helps you to get to know your audience better, and focus your attention on creating content that will actually be read.

Click to read more about content development >>

Harvesting the honey with Marketing Automation

For high value, long term sales, over 90% of decision makers will be purchase ready before they engage with sales.  Bernie the B2Bee takes you through the stages of process for marketing automation in easy steps from the team at Panovus.  Everyday we work with clients to ensure that core content and flow are optimised to fill pipeline and sales ready leads are being harvested.

That’s got to be a force of nature.

MARKETING AUTOMATION PROCESS

Click the image to enlarge. Find out more about Marketing Automation.

Data: foundation of fact

We see it time and time again: companies with tens of thousands of contacts in their database, thousands of leads that “need to be followed up” and Marketing and Sales teams at loggerheads.

Marketing: “Why aren’t you following up these leads we’re passing to you?”
Sales: “Why aren’t you passing us any decent leads?”

We’ve already talked about what makes a lead a lead, so how do you get to the stage where you can start from a foundation of fact? It’s our good old friend: data. It can be the bane of our lives, but treated properly and with the respect it deserves, it’s our saviour.

Out of the entire database, how many have we touched in the last year? How many have responded or contacted us? Where have we had success? Why? What do they “look” like? What do we want to know about them that we don’t? How could we target our messages better?

Armed with the knowledge that well-cared for data can provide, we’re in a stronger position to create programmes which resonate with our audiences, making better use of our hard-won budgets, and not randomly “blasting” Financial decision-makers with the same message as User Buyers. That’s not a good look.

Even more importantly, when we acquire our leads, we can build enough knowledge about them and their behaviours to guide them through the sales cycle so when they’re passed over from Marketing to Sales, they’re ready to be converted!

Take a look at the difference attention to data has made in one software organisation:
http://www.panovus.com/case_studies/case_study_data_foundation_of_fact.pdf