Marketing’s Holy Grail: the quality lead - Amanda Jobbins, Vice President - Technology & Corporate...
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Transcript of Marketing’s Holy Grail: the quality lead - Amanda Jobbins, Vice President - Technology & Corporate...
Marketing’s holy grailThe quality lead
Amanda Jobbins
Siege of marketing
‘Only 40% of CEOs gave CMOs an A grade..’CMO Council Study
Pressure on marketing
CMO pressure
‘5 year study shows CMOs don’t have any effect on a company’s financial performance..’ Journal of Marketing
Marketing perception in B2B
New World Order
Rock and a hard place
Sales Marketing Customer
The demand generation challenge
• Marketing & sales alignment
• Customer decisions hard to map
• Multichannel in nature
• B2B channel fragmentation
• Automation spotty
Sales and marketing alignment
MarketingSales
Multichannel buying process
Become Aware
Consider
Transact
Service
Broadcast Direct Mail Store Internet Call Center
Quality lead & lead process
• What is the profile of the prospect you want?
• What is the target no. of prospects and target conversions?
• What response do you want from them?
• How many of them do you want by segment?
• How will you prioritize responses?
• What will be the follow-up/contact strategy?
• How will you know if they buy something?
• What will you do with leaked prospects?
• How will this process be monitored?
Publish & agree objectives Agree a segmentation
Practical lessons
• Objectives, objectives, objectives
• Joint planning with the business/sales
• Dedicated staff for LM process in S & M
• Tight telesales / marketing connection
• Publish and debate lead targets
• Leads process including sales accountability
• Very close alignment to sales ops key
• Measure what you can then iterate
• New Metrics .g. NPS-loyalty 5%+ -> profits 15-20+%
• You are never ‘done’
Thank you!
Welcome