One of the most critical elements of any successful demand generation program is a common set of goals, measurements and processes among the sales & marketing department. That is why in this edition of DemandGen Report we are proud to profile three leading organizations as part of our first annual Sales & Marketing Alignment Awards.
This year’s winners range in size from Fortune 100 firms like Cisco Systems-- using alignment to optimize its SMB outreach--to fast track SMBs like Sourcefire—relying on alignment tools to reach big banks, government agencies, and mega retailers.
The common ingredients among these firms is their success in using tools such as lead scoring, email/web tracking and real-time alerts to increase the efficiency of their sales and marketing teams and ultimately close more business.
Utilizing eTrigue for lead scoring and activity tracking, the automation tools are helping Cisco’s call centers prioritize which prospects to target and then improving the results in scheduling qualified appointments for sales partners. The company’s marketing team credits the eTrigue solutions for helping Cisco increase appointments with SMB prospects by 25%.
Sourcefire recognized the need identify likely buyers and has utilized Eloqua to create an advanced lead-scoring program. The program allows Sourcefire to evaluate and adjust the quality and quantity of its leads based on feedback from the company’s sales organization. The lead scoring system has been able to show a 25% increase in sales productivity.
For the introduction of its CommerceMail service in late October of 2008, ADX deployed the Genius platform for real-time marketing and sales analytics and the results have been both fast and dramatic—enabling ADX to capture 60 qualified leads for their new service in the first 90 days.
You want a shorter sales cycle and your customers want a shorter buying cycle. No one benefits from prolonging the process. But if your goals are aligned, why is it that things seem to be going in the opposite direction?
According to the International Data Corporation (IDC), 56% of the buying process is spent searching for educational content. IDG reported that 86% of B2B buyers say that the content created by marketing departments is not useful, relevant or aligned with their needs. A study from Forrester says that 76% of buyers choose vendors that can have intelligent conversations and deliver effective value messages, and Sirius Decisions reported that the number one sales inhibitor is an organization’s inability to communicate the value of their products.
Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!
Are you armed and ready to meet the marketing challenges of today, tomorrow, and beyond? With technology and the way we live changing rapidly, B2B marketers have so many options and tools that it can be overwhelming. At the 2014 B2B Marketing Forum we will have inspirational speakers presenting on the hottest, smartest topics—giving you the knowledge you need to thrive in 2014, 2015 and beyond. Get ready to bullet-proof your marketing for the future and come out a modern marketing rock star!
Whether you’re a company of five or a Fortune 500, you’re going to learn a lot of innovative ways to improve your business at Dreamforce. With over 1,400 sessions and thousands of live solutions from the world’s largest cloud ecosystem, Dreamforce has tailored content specific to your business size and type, for any role in your company.