1. Sales Conversations — Set Up the Listening

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      I spent the day yesterday with my executive coaches from GAP International. This group works with executives and their organizations to create “breakthrough organizations”. A breakthrough is an extraordinary and important outcome for which the way of achieving it is not known. It is not predictable from a projection of the current state of the business. The GAP concept is, extraordinary results are produced by extraordinary actions. Extraordinary actions are produced by extraordinary thinking. Most people, most of the time, take ordinary and predictable actions based upon “business-as-usual” thinking. Therefore, to create breakthrough outcomes, and especially to create an organization that consistently produces extraordinary outcomes, requires a transformation in people’s thinking. The “access” to this thinking is people’s language. By listening carefully to the conversations people conduct, and specifically the language they use in conversations, we can identify people’s thinking. This will indicate the kinds of actions they will take,...
  2. Create Content Like a Publisher when Creating Webinars – Two Customer Examples

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    Over a year ago in this space we outlined “7 ways to take your webinars to the next level,” which was so well received it led to an interview for Blog Talk Radio and multiple guest blog posts. Over the past several years we have been applying this create like a publisher approach to webinars, and the impact for our customers has been significant. The two customer examples show how changing the way you execute webinars can have a substantial impact on the results you get from lead generation webinars as well as fuel content creation for multiple purposes including lead generation, lead nurturing, sales enablement and thought leadership. Anthelio: “A Physician Portal Approach to Patient Information Access” How Anthelio created content like a publisher: Anthelio’s audience is difficult to get to committ the 45 to 60 minutes during the work day for a live webinar, so an on-demand microsite with short video segments is a more effective...
  3. The Top 7 Signs That You’d Better Fix Your Marketing Automation Setup – and What To Do About It – Signs 4 to 7

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    Last week I published signs 1-3 of the “The Top 7 Signs That You’d Better Fix Your Marketing Automation Setup – and What To Do About It”. This week I continue with signs 4-7. Sign #4: You’re cloning landing pages to create others It’s tempting to clone an existing page to create another landing page.  I don’t recommend it. Why not? You’re going to forget to update information. I can’t tell you the amount of times I’ve seen Marketo web pages with the wrong Page Name (top left corner of the browser), because the page was copied and the person forgot to update the page meta-data. That easy to forget because the meta-data is a bit “buried” and not top of mind to update unless you as using a checklist. What to do about it: Rather create a set of typical web page layouts in Marketo, from which you will clone. You can put...
  4. The Top 7 Signs That You’d Better Fix Your Marketing Automation Setup – and What To Do About It

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    Thor Johnson, ex-CMO of Eloqua, told me that he saw oh-too-many customers operating their marketing automation system as a “high priced email system.” And eventually their executive team wakes up and says “What is going on here?” In being in and around many different Marketo implementations the past several years (Yep, I needed to setup a different email address for each login – no duplicate email addresses allowed!), I’ve seen the good, the bad and the ugly. So I’m here to share the top signs that you’d better fix your marketing automation setup – and what to do about it. It’s based on Marketo although the lessons are applicable to many other tools including Eloqua, Pardot, Act-on, Manticore and others.  You will see some common themes including using a modular and single source asset approach with program scalability and ease-of-maintenance in mind. As the title implies, for each of the 7 areas,...
  5. Marketing Automation – 10 Points on What to Do First

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    I was recently asked – “We have 3 months until we turn on our marketing automation system (in this case, Marketo). What should we do before we set it up?” First off, don’t wait for anything to turn on marketing automation. You don’t want to wait one more day because the moment you turn it on, it’s going to provide you with visibility into who is engaging your web site and you’ll begin building an activity history that will later be associated to an individually named prospect (as soon as they click on one of your emails). OK, so now you have your marketing automation turned on, what’s next? To help you ensure that you fulfill on the promise of marketing automation and meet the expectations of your management team, the below list are must-have components of anautomated lead management and lead nurturing program powered by marketing automation. These are not optional.  If...
  6. “The How” – More effective execution around webinars and event marketing

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    I have been asked to instruct an upcoming Marketo University course on event management as part of Marketo’s Revenue Rockstar Roadshow in Boston. The course will cover how to leverage Marketo’s programs & “my tokens” functionality to best manage lead generation events, both offline and online/webinars. By using a set of database-driven templates to manage all event web pages, emails and rules, you (marketers) can spend less time on event setup and operations, and more time focused on event promotion  — and therefore, getting more out of your events.  And this return on event investments (success rates and new lead acquisition) is rolled up into a single, management report compiled in real-time. Moreover, this approach means you can more easily incorporate best practices into your event and webinar programs.  When it comes to marketing, most of us know what we should be doing, but effectively operationalizing it (and ensuring it sticks) is where most companies fall short...
  7. From No-Budget to Signed Deal Using Provocation-Based Selling – Webinar Executive Summary

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    As part of the Marketo Revenue Masters Webinar Series, Principal Consultant for TrellisOne Consulting, Kathleen Schaub and Senior Vice President of Sales for Marketo, Bill Binch, co-presented a webinar entitled “From No Budget to Signed Deal.” The purpose of the webinar was to explain the concept behind provocation based selling and how it can reach high level executives. The webinar covered 3 key questions: 1)What does is mean when a lead says they “have no budget” for you? 2)What provokes an executive to spend their budget on your product or service? 3) How do I get the attention of executives looking to spend their budget on my product or service? This is an executive summary of the presentation. What does “No Budget” Really Mean? There is no such thing as having no budget. Everyone has a budget. When a prospect says they have “no budget,” what they usually mean is...
  8. Perspectives on Marketo’s Product Release – Event Management and Webinar Integration

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    I attended the Marketo product release webinar introducing Marketo’s new event management functionality as part of Marketo’s new pioneer program, for early adopters of the latest Marketo functionality. Marketo’s event management allows users to set up templated event sequences for events such as webinars, and greatly reduces the amount of steps required to re-use assets from event to event. In addition, the first iteration supports direct API access with WebEx, with other integrations planned for the future. The functionality is a good start and part of an overall development plan from Marketo to better automate event management tied to marketing automation. It’s too early for me to review the functionality based on a brief introductory webinar – but it did get me thinking about some of the key drivers as to why Marketo has invested their product development team’s valuable time into this new set of features. Two key reasons stand out:...
  9. 7 Ways to Generate More Sales Revenue with Marketing Automation – Webinar Executive Summary

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    As part of the Marketo Revenue Masters Series, Mac McIntosh, Founding Partner of AcquireB2B and Jep Castelein, Founder of LeadSloth co-presented “7 Ways to Generate More Sales Revenue with Marketing Automation.” This is an executive summary of the 7 ways. Nurture your leads to get 3 out of 4 sales opportunities that come from prospects with longer-term needs Marketing automation can help drive sales revenue by nurturing leads so that sales opportunities come from customers with the right level of needs. Research conducted by Founding Partner of AcquireB2B Mac MacIntosh, has shown that approximately ¾ of sales revenue comes from long term opportunities over six months. The purpose of these lead nurturing campaigns is to move buyers from awareness, to inquiry, to consideration and finally to purchase by appealing to different audiences in different stages of the buying process. Those customers in the beginning stages of the buying process require...

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