Digital Marketing
Sales Teams are not Steam Engines
“FEED THE BEAST!” my old boss would holler to the team every morning. A focus on pumping up visitors, clicks, downloads and MQLs is disconnected from a business’ goal, revenue. This is not the way to handle B2B digital marketing. Instead of burying sales teams in weak tea leads, let me share with you my digital marketing strategies to generate conversations ready leads, engage accounts and increase revenue.
Systems-
The best part of digital marketing is all the tools and systems. Getting to play with Marketing Automation Platforms integrating that with your Customer Relationship Management platform with real time data enrichment for demo and firmographic identified by reverse IP lookup to produce instant account and contact based lead scoring with chatbots to alert business development representatives. Simple right?
Proper system management for your digital teams is essential. Knowing how to orchestrate systems from Eloqua, Hubspot, Google Analytics, Marketo, Microsoft Dynamics, Salesforce, Pardot, MailChimp, Sprout, Hootsuite and more, will increase revenue and reduce redundancy.
Pipeline Management-
A company’s first thousand leads will convert at a higher rate than the next thousand and so on and so on. Thus a company needs more and more leads to support a base level of revenue. That is a losing position.
Instead of focusing solely on the top levels of awareness and interest, more focus must be placed on converting more leads and converting them quickly. The secret to this is processing leads faster, account and contact scoring, and embracing conversation ready leads.
Beyond the MQL-
The MQL was and for many still is the cornerstone for defining marketing success. Yet before you there are two leads, a website visit and downloaded white paper MQL and a request for demo. If you were a sales person which would you prefer to follow up on? Which converts more and at higher value? What’s the difference?
A person asking for a pamphlet is investigating, a person wanting a demo is ready to talk. A demo is an invite from a “Conversation Ready Lead”. Conversation Ready Leads convert faster, at higher values and require less support thus more revenue. Identifying and creating leads that are ready to engage verbally via chat bots, call in lines, trial, demo or meeting request.
Dropping the Delays-
For most organizations, the Marketing Automation Platform, the Customer Relationship Management platform, and Data Enrichment Programs pass a lead back and forth a half dozen times before a lead is ever delivered to a sales representative. In real time this can be a 24 to 72 hour process, by then a prospect may be long gone.
Dropping the delay is about using live chat and intelligent AI to qualify website leads, real time data enrichment to qualify a lead, identify phase of journey and insert the right sales contact or meeting request to create a conversation ready lead.
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