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.
By Hayley Mullen, Content and Community Manager, Uberflip
I’m tempted to start by calling marketing automation the “hot new trend,” but “trend” implies something fleeting — and believe me, marketing automation isn’t going anywhere. Rather, more companies are realizing the need for marketing automation as part of their strategy, especially as content/inbound marketing replaces traditional in-your-face marketing.
If you’re new to marketing automation, the term can be misleading — automated means less work, right? Well, yes and no. A marketing automation platform will handle much of the grunt work, streamline existing processes, and provide the kind of insight into your audience that would take hours to dig up if done manually. But it’s not meant to take over your marketing for you. It’s meant to cut down on production time and lay the foundation for better marketing. Making the most of that is up to you.
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!
This three day conference includes an exhibit hall with affiliates, merchants, vendors, and networks, as well as multiple tracks of educational sessions covering the latest trends and information from affiliate marketing experts.
INBOUND's purpose is to provide the inspiration, education, and connections you need to transform your business. This September, we will host thousands of marketing and sales professionals from almost every industry imaginable and from all corners of the globe at the Boston Convention & Exhibition Center. In 2013, we had 5,500 attendees from 35 countries, and we're excited to be bigger than ever this year.
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!