It's almost Friday, so you are probably busy pulling together another "Weekly Report" - lots of charts, stats and a few graphs that show (hopefully) that your campaigns are generating interest and, more importantly, revenue. Think your job is done, right? Not quite. As the harbinger of useful information, your job isn't just to make sure the information gets into someone else's hands, but also to make sure they know what they are seeing.
It’s a badly-kept secret that salespeople do a lot of things that aren’t very productive. Not because they are lazy or too busy working on their “short game”, but because many sales organizations still have the philosophy that cold calling is the way that new leads are generated.
Lead scoring is typically one of the first items an organization wants to implement when purchasing a marketing automation suite. However, lead scoring is much more than a tool. It can serve as the life-blood between your sales and marketing organizations.
We constantly talk about leads, contacts, accounts, and opportunities. What we forget in using these terms is that those are all associated with individuals, like you and me. And there are societal norms for how we treat others in our community:
Recently, I’ve been working with a client who is 18 months into their Revenue Marketing Journey™. The road has been a long one, with its fair share of challenges and barriers, but they have made tremendous progress.
The power of Revenue Marketing Analytics™ >is its ability to take disparate data from myriad different sources, identify key performance indicators (KPI’s) and most relevant, actionable measures and metrics and - perhaps the most important part - present them in simple, easy to understand data visualizations.
Horse racing is an especially opportune metaphor for what’s going on in the fast-evolving worlds of Revenue Marketing™, attribution modeling, predictive and advanced marketing analytics, and bringing Big Data to the enterprise. Seconds can mean the difference between success and failure.
It's a long held stereotype that marketing and sales do not get along. Marketing blames sales for never following up on the “awesome” leads passed forward. Sales complains that all marketing ever sends over is junk.
While the Analytics tab is hands down the most underutilized feature in Marketo, there are key reports you can leverage today to measure your marketing impact. Look at these four Marketo reports to measure your marketing success.
When I tell my Marketo students that, in a perfect world, half their time for any digital marketing initiative should be spent designing and building and half testing and QA, they laugh at me. The world, alas, is sadly imperfect.
So you have an unsubscribe link, think that’s enough? Think again. Many people think that an unsubscribe link and a website/landing page that confirms you have unsubscribed is enough, but from the standpoint of user experience and the desire to better engage with your audience, it is barely scratching the surface.
Marketo users everywhere have probably logged in and been startled with this latest release. Even though we knew the new UI was coming, it can be a bit abrupt to walk into your living room after a weekend away and realize that someone moved the furniture – and added a few new slipcovers.
You've spent time and money building a comprehensive marketing plan and buying fancy marketing tools and implementing them. You even bought the sales tools that go with your marketing automation platform - so now what? You just turn on the tools and run, right? Not quite.
CEOs of today’s B2B organizations are becoming laser focused on profit, execution of strategy and top-line revenue growth and they expect every department in the organization to be aligned with these key goals.
Marketing automation certainly allows you to achieve some lofty goals. What it doesn’t do is achieve those goals for you. No matter how good the marketing automation system, it can’t fix broken processes.
One of the key benefits of Revenue Marketing™ is marketing’s ability to set up and provide digital intelligence to help sales shape approach and pursuit of business.Yet, it is still the most often overlooked aspect of Revenue Marketing.
One foundational aspect of Revenue Marketing™ is the Revenue Marketing Journey™. This four stage-model acts as a GPS as the marketing leader is transforming marketing from a cost center to a revenue center. It defines where marketing is and provides a direction for the journey.
As an executive, a key responsibility is the org structure of your marketing team and ensuring you have the right skills in the right place at the right time. Yet, as Revenue Marketing™ is a new endeavor for many marketing leaders, there may be some knowledge gaps to be filled.
First, understand PR is an integral part of marketing, not an offshoot. As a C-level executive with 30 years of marketing and sales experience, I can tell you unequivocally, everything revolves around Revenue Marketing™ i.e., marketing’s ability to drive revenue.
Now that Marketo is maturing as a product, I’m hearing this more and more, both with experienced Marketo users and with those new to the product: “I have a new job – how do I find out what’s going on with the Marketo instance I just inherited?”
As Marketers, we have quickly become the holding place for so much data, from whom we view as our Total Marketable Universe (both companies and people), to whom we communicate with, to what those people care about. The volume is not trivial, nor is the care and maintenance of this information. However, few companies have a true, defined process and policy for the care of their marketing data.
You get it. It’s a new day for marketing and the role you can, and should, play is helping to directly grow top-line revenue. You’ve read the research and seen other B2B marketing groups make a significant impact on revenue in their companies.
Preparing for any board meeting is stressful and a big part of that stress comes from the inability of the CMO to answer pointed questions about revenue contribution. Today’s boards are more savvy and fully expect marketing to grow up and behave like a business unit, not just a cost center. It can be an uncomfortable conversation.
There is a big elephant standing in your conference room. No one wants to look at the elephant. No one wants to acknowledge the elephant. No one wants to “own” the elephant. Some even believe that the elephant does not exist.
This is the same question marketing executives need to ask themselves about using marketing automation (MA) and a Revenue Marketing approach to help directly connect marketing to revenue – “Are you really going to do this or are you just wasting time, money and resources?”
Metrics That Matter are financially oriented metrics that executives can use to make business decisions. As you look at building your 2015 plan, you should also build it as a business case. This will help you focus on the NUMBERS in terms or revenue impact on the business.
A very interesting post on FastCo.Create theorizes that automation will eventually put all humans (or at least most of us) out of work. As a practitioner of marketing automation, it got me thinking, we are actively pursuing this through the very work that we do. We are contributing to our own inevitable obsolescence!
As I started learning about Revenue Marketing™ strategy and tactics, I had an “aha” moment. True alignment with sales takes more than generating leads, following up on those leads, creating resources for sales, and even understanding their sales cycle and pipeline. Think about it. Have you ever held a meeting with sales, only for it to devolve into a no-holds-barred cage match about lead quality?