Category Archives: Marketing automation

workshop to define a sales-ready lead

Defining a ‘sales-ready lead’ in Salesforce using this planning framework

By | CRM, Marketing, Marketing automation, Technology

As a marketer, you might be responsible for sending marketing emails, monitoring your prospects’ activity or passing leads through to sales. But how do you know when a lead is sales-ready? Every organisation has their own definition of a sales-ready lead. Keeping this definition universal between marketing and sales departments is, however, a challenge.

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Pardot training

Pardot Training Courses- A strategic approach to generating, managing and converting leads

By | CRM, Marketing, Marketing automation, Technology

Looking for Salesforce Pardot training? Join our Pardot and Salesforce certified professionals for training courses designed to help marketing automation users to get the most from their technology investment. Our courses are unique. We don’t just teach Pardot technology and tactics; we cover the wider digital strategy and best practices too.

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a tail of two halves

Lead prioritisation in Salesforce- a tail of two halves

By | Content Marketing, Digital Marketing, Marketing, Marketing automation

Identifying when a lead is “sales-ready” is a constant challenge for sales and marketing teams alike. In a nutshell, lead prioritisation allows sales teams to concentrate on leads that are most “likely to buy” first. A lapsed approach to lead prioritisation can affect your business reputation and sales teams’ confidence, which often leads to a loss of revenue and lack of alignment between marketing and sales.

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Pardot Training Courses

Expert Led Salesforce Pardot Training Courses

By | Content Marketing, Digital Marketing, Marketing, Marketing automation

We take a strategic approach to our courses, educating delegates on platform strategy, not just tactics and functionality. Each two-day Pardot training course allows for 12 delegates and covers lead generation, lead conversion and lead management in Pardot, with the focus on how companies can generate and convert leads at every stage of the funnel.

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Check out your new one-stop resource for digital marketing know-how

By | Content Marketing, Creative, CRM, Digital Marketing, Digital selling, Marketing, Marketing automation, RACE Planning, Social Marketing, Strategy, Technology

Do the words ‘digital marketing’ strike fear into your heart? They do for some marketers—but digital marketing is here to stay and there’s no avoiding it if you want your business to succeed. Luckily, we can help you get over this fear. It’s simple really. We’ve divided digital marketing into four distinct elements that you can tackle one at a time to create a rock solid digital marketing strategy for your business.

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Data is the new oil, but do you have the resources to refine it?

By | Marketing, Marketing automation, Technology | No Comments

“Data is the new oil,” announced Clive Humbly in 2006. Just recently the CEO of IBM updated the phrase, explaining that ‘big data’ is the new oil. It is an essential resource that powers the information economy, in the same way that oil powers the industrial economy today. But it ignores the fact that some companies don’t have the means or ability to process data, once they have it. And just like crude oil, big data is almost useless if it’s not refined.

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Marketing automation – what’s stopping you?

By | Marketing, Marketing automation | No Comments

Marketing automation is definitely becoming a more widespread purchase but we are most certainly not getting into the laggards. So this poses the question: what is preventing companies from adopting marketing automation? Well, as with adoption of any technology, there are always obstacles and believe me, I have come up against these obstacles on numerous occasions. The good news is that I have also been able to overcome them. So let’s take a look at the most common obstacles companies face. Read More

4 reasons why marketing automation is worth every penny

By | Marketing automation, Technology | No Comments

Automation offers companies the opportunity to supercharge their marketing, but many worry that it’s just another marketing expense. Knowing whether marketing automation is worth the investment for your company is an important consideration. While each company may differ, in almost every case, marketing automation offers a way to increase closed business and reduce sales cycles.

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Essential Do’s and Don’ts of lead management in CRM

By | Digital selling, Marketing automation, Sales | No Comments

Effective lead management is key for a number of reasons, from being more aligned with sales, to being able to market more effectively, to well defined segments. The five Do’s and Don’ts outlined below will give you a great pointer in the right direction to ensuring your marketing activity is not lost at that critical stage.

5 do’s

Use lead statuses It is critical that you have a set lead path and that lead statuses are mapped into your marketing process. Sit down and discuss what this looks like and build reports to view leads at each stage of the process. This allows you to monitor where the gaps in the process are.

Track lead source You need to measure your marketing ROI, so tracking the lead Tracksource enables you to do this. Once you can report on the source, you can reallocate the budget accordingly next year. Before you go lead source mad though, make sure the lead sources are well defined and kept to a maximum of around 10.

Use lead scoring Scoring leads means you can prioritise them based on their profile and their behaviour. This in turn means that sales are picking up on better qualified leads and not wasting their time sifting through CRM. Lead scoring needs careful thought though and needs to correctly profile your customers ­– definitely one to do with the sales team.

AutomateAutomated lead assignment Real-time is a buzzword right now, but in this case, it carries some weight. Automatically allocating leads based on specific criteria means they are followed up in a timely fashion and significantly increases your chances of a close. ‘If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them’ – www.insidesales.com

Make sure all users have a full understanding of the lead process Having a process is meaningless if not everyone knows it inside out. Documenting the process using lead statuses in particular means leads follow the correct path and are handed over to sales at the right time.

5 don’ts

Use standalone web to lead forms Gone are the days when form submissions are sent directly to email addresses or static databases. There is no visibility on this and it requires manual input into CRM. Use marketing automation forms if you have a platform and CRM forms if not. This allows you to capture important information and allocate out immediately.

Convert to sales too early Leads should be well qualified before sales pick them up as sales people are expensive and their time is not to be wasted. That said, do not wait a light-year or the opportunity will be missed.

Allow duplication of leads Data quality is paramount, particularly when leads are entering the database. Duplication means you may be marketing to the same person twice, which, as I’m sure you’ll vouch for, can get really annoying. Worse still if one person converts to sales twice – you’re going to lose the prospect if two people pick up the phone and dial!

Allow for decay of your lead data It takes a lot of time and effort to build your CRM database so don’t let it slide. It will do if you’re not careful – at around 30% a year! Need more stats, see Ringlead. Use the many tools out there to make sure people still work where you think they do.

Lose sight of leads if they don’t convert immediately Recycling leads back to marketing is a no-brainer. Use lead statuses in CRM to hand back to marketing and enter into a ‘remarket’ pot (using campaigns). Remember, just because someone isn’t interested right now, doesn’t mean they never will be – keep your proposition front of mind. With proper recycling “80% of ‘bad’ leads buy within 24 months”. www.siriusdecisions.com

Lead Nurture

What Next?

Ok, so I’ve provided you with the tips. Now what can you do with them? Well, I’m not going to lie, it will take a little time to get everything just right, but with the right tools and resources, all of the above is absolutely achievable. Sit down with your team (and don’t forget sales) and come up with a 3-month plan. HINT: An essential part of that plan is to adopt marketing automation and deploy a de-duping tool.

If you need a hand with your Lead Generation, why not give us a call and discuss your project with us?

Marketing automation, who for?

By | Marketing, Marketing automation, Sales | No Comments
A lot has changed in the past few years, as it will continue to do so when it comes to marketing technology. In the UK, a few people had heard of marketing automation, fewer had it, and even fewer knew how to use it and what it should be used for. Today, the early adopters have come and gone and the adoption of marketing automation is relatively widespread, although it’s far from being a mature market. Still though, it is important to consider that it’s not just global technology firms who are utilising a platform. Read More

Marketing Automation, why bother?

Marketing Automation; why bother?

By | Marketing, Marketing automation, Sales | No Comments
Well, let’s start off with this – businesses that use Marketing Automation to nurture prospects experience a 451% increase in qualified leads. In turn, nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group, Nov 2012). That not enough to whet your appetite? Tough crowd, but ok, we’ll move on. Companies that adopt Marketing Automation see 53% higher conversion rates (from initial touch to MQL) and 3.1% higher annual revenue rates than do non-adopters (Aberdeen Group, Jul 2012). Read More

Sales Alignment: Put theory into practice

By | Digital selling, Marketing automation, Strategy | No Comments
“Sales alignment” began as an interesting concept. For its critics, that’s all it remains. Skeptics may say that a lot of the theory and frameworks for alignment are either a) academic, written for students with little real life application, or b) too idealistic, describing an evangelistic way of thinking. I have to say I largely disagree with this. The truth is, while a good theory often turns into a plan, less often does that good plan get fulfilled. This is because it takes a lot of time and effort to put theory into practice. Read More

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