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.
Measuring marketing and its impact on revenue is a hot topic these days but making an investment for change in organizations can sometimes be challenging. More specifically, there are usually three types of reasons we make changes in business — personal reasons, strategic reasons, and financial reasons.
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!
Internet Summit is a premier digital strategies forum with a goal of educating and promoting forward thinking and thought leadership on topics related to internet business and marketing. Attendees come from a broad range of organizations including National Brands, Agencies, Technology Companies, Media, B2B Providers, Associations & Nonprofits and Startups.
The B2B Content2Conversion Conference brings together the top thought leaders and practitioners in both content and demand generation. The combined agenda provides real-world case study examples, as well as actionable takeaways on how marketers can better target, engage and convert prospects into customers. Taking place in Scottsdale, Arizona, the B2B Content2Conversion Conference provides you with a playbook to optimize your 2015 marketing plans.
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