The document provides an overview of how to create a scalable and predictable digital marketing strategy. It discusses defining the sales funnel and key metrics, building the necessary infrastructure like CRM and marketing automation, testing top of funnel channels, optimizing conversion rates throughout the funnel via testing and iteration, focusing on retention and upselling/cross-selling existing customers, and how trends like the importance of video and pre-sales research impact digital marketing. The goal is to establish transparency and data-driven decision making to scale digital efforts predictably.
RevOps Agency Elevator Pitch - MAN DigitalMAN Digital
We're a digital sales and marketing agency focused on helping businesses grow their revenues through account-based marketing programs and demand generation campaigns.
Align Marketing and Sales is the first step towards implementing the hottest B2B marketing strategy on today’s scene. Listen to Demandbase CMO Peter Isaacson & SalesLoft VP of Demand Generation Kevin O’Malley as they delve into the importance of aligning the two groups and how doing that will deliver the success your business seeks!
Building the Foundation to Measure Account Based Marketing#FlipMyFunnel
This document discusses how to build the foundation to measure an account based marketing (ABM) strategy. It recommends three steps: 1) Create a marketing taxonomy to map channels. 2) Build solid tracking of all buyer interactions across channels. 3) Measure marketing impact on pipeline and bookings, including for ABM programs specifically. Key aspects are aligning data collection with sales and finance, auditing existing tracking, and using a multi-touch attribution model to understand overall marketing influence.
The Definitive ABM Success Guide from the Account-Based Marketing ConsortiumDemandbase
Top ABM Thought Leaders & New Research
You won't want to miss this live webinar! Join the "C" executives from: Engagio, Demandbase, Vendemore, Azalead, MRP and Freya News to learn the answers to key questions we all face:
How can I maximize impact of my ABM program?
What determines success?
How can I benchmark my ABM program?
How can I amp up my 2016 planning to build ABM momentum?
Join us as we unpack the strategy for deploying high-performance ABM programs. Beyond the hype and hyperbole seen across the Web, we will engage top industry thought leaders to share insights gleaned from hundreds of real ABM deployments. From new research, to case study and best practice, we will identify precise moves for you to generate real revenue impact!
Your website is one of your most critical marketing channels. Yet, it can be challenging to provide a relevant experience for site visitors. In this session, you’ll see how real-life B2B practitioners, including the Demandbase marketing team, leverage our Engagement Solution to boost their website results. You’ll walk away with speci c examples of how you can leverage arti cial intelligence and put website personalization into action.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
Sales and Marketing Alignment: Bridging the Great Divide through ABMDemandbase
Featuring Peter Isaacson
Chief Marketing Officer, Demandbase
Ever feel like your sales team just isn’t satisfied with the volume or the quality of the leads you generate? Are you hitting your goals, but your sales team is not? Join Demandbase’s CMO, Peter Isaacson, as he outlines some of the greatest challenges for today’s B2B Marketers, and shares how to overcome them by aligning around high-value accounts and focusing on key strategies to drive revenue. He will illustrate the basic foundations for turning your marketing organziation into an ABM machine through the example of Demandbase’s own journey to an ABM strategy.
Account-Based Sales Development and ABM: How to Create the Perfect CampaignDemandbase
We all know that Marketing and Sales alignment is central to ABM success, but this alignment goes beyond just having shared metrics. Marketing and Sales need to work together to share insights, create personalized messages and leverage the right technology to reach their target accounts. As the creator of Account-Based Sales Development (ABSD), Lars Nilsson will discuss how to create a successful, integrated ABSD campaign.
RevOps Agency Elevator Pitch - MAN DigitalMAN Digital
We're a digital sales and marketing agency focused on helping businesses grow their revenues through account-based marketing programs and demand generation campaigns.
Align Marketing and Sales is the first step towards implementing the hottest B2B marketing strategy on today’s scene. Listen to Demandbase CMO Peter Isaacson & SalesLoft VP of Demand Generation Kevin O’Malley as they delve into the importance of aligning the two groups and how doing that will deliver the success your business seeks!
Building the Foundation to Measure Account Based Marketing#FlipMyFunnel
This document discusses how to build the foundation to measure an account based marketing (ABM) strategy. It recommends three steps: 1) Create a marketing taxonomy to map channels. 2) Build solid tracking of all buyer interactions across channels. 3) Measure marketing impact on pipeline and bookings, including for ABM programs specifically. Key aspects are aligning data collection with sales and finance, auditing existing tracking, and using a multi-touch attribution model to understand overall marketing influence.
The Definitive ABM Success Guide from the Account-Based Marketing ConsortiumDemandbase
Top ABM Thought Leaders & New Research
You won't want to miss this live webinar! Join the "C" executives from: Engagio, Demandbase, Vendemore, Azalead, MRP and Freya News to learn the answers to key questions we all face:
How can I maximize impact of my ABM program?
What determines success?
How can I benchmark my ABM program?
How can I amp up my 2016 planning to build ABM momentum?
Join us as we unpack the strategy for deploying high-performance ABM programs. Beyond the hype and hyperbole seen across the Web, we will engage top industry thought leaders to share insights gleaned from hundreds of real ABM deployments. From new research, to case study and best practice, we will identify precise moves for you to generate real revenue impact!
Your website is one of your most critical marketing channels. Yet, it can be challenging to provide a relevant experience for site visitors. In this session, you’ll see how real-life B2B practitioners, including the Demandbase marketing team, leverage our Engagement Solution to boost their website results. You’ll walk away with speci c examples of how you can leverage arti cial intelligence and put website personalization into action.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
Sales and Marketing Alignment: Bridging the Great Divide through ABMDemandbase
Featuring Peter Isaacson
Chief Marketing Officer, Demandbase
Ever feel like your sales team just isn’t satisfied with the volume or the quality of the leads you generate? Are you hitting your goals, but your sales team is not? Join Demandbase’s CMO, Peter Isaacson, as he outlines some of the greatest challenges for today’s B2B Marketers, and shares how to overcome them by aligning around high-value accounts and focusing on key strategies to drive revenue. He will illustrate the basic foundations for turning your marketing organziation into an ABM machine through the example of Demandbase’s own journey to an ABM strategy.
Account-Based Sales Development and ABM: How to Create the Perfect CampaignDemandbase
We all know that Marketing and Sales alignment is central to ABM success, but this alignment goes beyond just having shared metrics. Marketing and Sales need to work together to share insights, create personalized messages and leverage the right technology to reach their target accounts. As the creator of Account-Based Sales Development (ABSD), Lars Nilsson will discuss how to create a successful, integrated ABSD campaign.
This document discusses account-based marketing (ABM) tactics that can be implemented on websites to enhance lead generation. It recommends dynamically customizing call-to-action buttons by account type for unknown visitors and by funnel stage and company graphics for known contacts. It also suggests using dynamic messaging and calls-to-action to increase engagement and contacts. Sales should be alerted to visitor metrics grouped by account and content hubs can track account interest over time. Implementing these ABM tactics on websites can enhance lead generation for accounts in just days without requiring IT resources.
Leading by Example: Kapost Creates an ABM Center of Excellence#FlipMyFunnel
Kapost has created an Account-Based Marketing (ABM) Center of Excellence to focus their marketing efforts. They developed a comprehensive ABM framework that includes defining ideal customer profiles, gathering account insights, developing high-value offers, campaign planning and execution, and maintaining an ABM database. Kapost conducted a large content building exercise and aligned their sales and marketing teams through personalized content marketing. Their next steps include intelligent lead routing, personalizing based on buying stage, and improving lead to account mapping visibility.
Driving Results through Advertising for an ABM StrategyDemandbase
This document discusses account-based marketing strategies for driving results through advertising. It begins with an overview of account-based marketing and identifies the key accounts to target. It then covers strategies for account-based advertising, including best practices for creative, landing pages, and measuring results. Practical examples are provided for different campaign goals like acquiring new prospects, generating leads, customer engagement, and competitive conquesting. The document concludes with a discussion of testing strategies and measuring campaign performance.
How to use Uberflip & Terminus to fuel your ABM strategyUberflip
Watch this behind-the-scenes webinar of how Uberflip and Terminus users power their integration to build ABM campaigns that win. Gain perspective on the organizational infrastructure needed for account-based marketing to work, as well as how you can use content to drive your ABM cadence.
It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach. And who to learn it best than from both Uberflip and Terminus’ internal ABM champions? They will be diving deep into the nitty gritty platform pluses that drive their key account engagement.
You’ll discover strategies and tips to:
Use your existing buyer personas to hyper-target your key - accounts like nobody’s business
Leverage content into your ABM plays and engage like a boss
Personalize your B2B account based advertising at scale
ABM: How to Define Your Ideal Customer ProfileSaasMQL
This document discusses how to define an ideal customer profile and activate target accounts using AI and automation.
It provides an agenda for a demand generation meetup, then summarizes several presentations on defining an ideal customer profile through data and buyer signals. Next, it discusses how AI can be used to automatically test thousands of marketing campaign combinations and optimize engagement. Finally, it emphasizes tracking engagement across channels to understand the full customer journey.
Beyond Revenue Performance: The Real KPIs of B2B MarketingMarketo
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. Check out these slides from our guest, Lori Wizdo from Forrester, to learn what the real KPIs of B2B marketing are.
Orchestrating Omnichannel ABM with B2B Data and IntelligenceDemandbase
The secret to jumpstarting a successful ABM strategy isn’t so secret: start with quality data, add the right orchestration tools and finish o with Sales and Marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another. Join this session with John Hurley to get a step-by-step action plan that will help you move from theory to successful practice.
Fundamentals of ABM: Preparing your Organization for ABM SuccessDemandbase
This document provides an overview of account-based marketing (ABM) strategies. It discusses how ABM focuses marketing efforts on specific target accounts rather than a scattershot approach. The key benefits of ABM include ensuring attention is given to top prospects/customers, focusing on the best opportunities, supporting sales reality, and delivering a more customer-centric experience. The document outlines steps for developing an ABM strategy such as identifying stakeholders, building a target account list, deciding on segmentation and objectives, and implementing ABM across the marketing funnel from attracting to engaging to converting target accounts. It emphasizes continuous measurement and refinement of ABM strategies.
Account Based Marketing with Marketo - LA User Group Dec 4, 2015Josh Hill
The document discusses account based marketing strategies using Marketo. It begins with an agenda for a Marketo user group meeting covering recent product updates, account based marketing, and solving business problems. Next, it outlines Marketo's Q4 feature releases including smart list subscriptions, custom objects, and mobile enhancements. Two sections then provide more details on implementing account based marketing within Marketo, including building account and buyer personas, data cleaning, and setting up a multi-level nurturing system. An example use case is also presented covering identifying target accounts, engaging them through campaigns, and measuring analytics.
Driving Results Across the Funnel with ABMDemandbase
Featuring Rachel Balik, Zineb Harvey and Leah Allen
Account-Based Marketing Strategist, Demandbase
Unlike the traditional approach of mass marketing, ABM enables B2B marketers to focus their efforts on high-value accounts, leading to more, higher quality leads and a more measurable impact on pipeline opportunities. If you’re ready to rethink digital marketing with an ABM focus, this full-funnel workshop will cover the specific ways that ABM can be applied in order to optimize the value of your website and analytics. In this session, you’ll learn how to:
- Measure the success of your current programs with an ABM focus
- Tailor your content to address the pain points of target accounts
- Capture metrics for key segments
- Optimize and focus marketing activities across the funnel with ABM
New Priorities for ABM: Benchmarks and Best Practices for 2021Demandbase
1) The document summarizes key findings from an ITSMA and ABMLA webcast on new priorities and best practices for ABM in 2021.
2) Most ABM programs today incorporate one-to-one, one-to-few, and one-to-many approaches, though many still focus on just one type.
3) Top challenges for ABM programs include measuring results, developing customizable campaigns at scale, and educating sales on ABM's value.
Creating a Demand Generation Budget From ScratchSaasMQL
In these slides you'll learn how to draft a demand generation budget starting from your revenue goals. These include funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you in the process.
AGENDA
- "Introduction - Why you are not spending enough on customer acquisition" (Franco Caporale - Founder - SaasMQL)
- "Accurately measuring ad spend ROI against actual revenue generation" (Sahil Jain - CEO & Co-Founder - AdStage)
- "Leveraging your funnel metrics to build an effective demand gen plan" (Steve Arentzoff- VP of Demand Generation - Medallia)
- "Building a demand generation budget from scratch" (Jack Foster - Sr. Director, Demand Generation - SurveyMonkey)
Expert ABM: Selling the Value of ABM in Your OrganizationDemandbase
What does it take to get your organization committed to account-based marketing? How do you get your CFO to green-light the budget, get the sales organization committed to a new level of coordination, and rally the rest of your organization around the strategies, resources and focus necessary to drive ongoing ABM success?
In this webinar you’ll receive specific, immediately actionable tools and best practices to coordinate your entire organization around account-based marketing. You will hear:
- Best practices from peers who have successfully “sold” a focus and investment in ABM internally
- Specific messaging, presentation and ROI measurement tools that work to build consensus and commitment
- Common obstacles and objections to ABM, and how to overcome them
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
Account-Based Webinars: The Good, The Rad, The NecessaryDemandbase
While it’s hard to tell if webinar fatigue is real, our pipeline goals are pretty concrete. Join this webinar to discover the good, the rad, and the necessary account-based webinar strategies and tactics that keep your pipeline healthy, your sales teams happy, and your target accounts engaged.
During the session, webinar enthusiasts will learn:
The Good. Create a webinar plan that aligns with your content strategy.
The Rad. Mind the pipeline gap with innovation and content experimentation that keeps your audience engaged at every step of their journey.
The Necessary. Partner with sales on follow-up, by leveraging personalization, intent, engagement, and account scoring.
Leveraging AI Driven Data To Fuel a New Generation of ABM CampaignsDemandbase
ThoughtSpot will be discussing their ABM journey and how they’ve taken their ABM campaigns to the next level. In this session, they’ll be discussing how they’ve leveraged People.ai to capture and sync all their go-to-market activity data and how that data has been used to solve for campaign attribution and increase campaign ROI.
Building an Inbound and Multi-channel ABM Demand Generation Engine#FlipMyFunnel
The document discusses PR Newswire's approach to building an inbound and multi-channel account-based marketing (ABM) demand generation engine. It outlines transforming the demand process to align with buyer processes, using content to engage buyers across channels, and developing a scalable infrastructure including data and analytics to optimize campaigns. The goal is to activate a buyer-led interaction cycle and progressively profile buyers to route them to sales.
Demandbase Segmentation Strategies to Book a Meeting with AnybodyDemandbase
This document provides strategies for segmenting and prioritizing accounts to book meetings. It recommends tiering accounts based on factors like fit, intent, relationship and engagement. Higher tiers receive more personalized outreach across multiple channels like email, phone and LinkedIn. The prospecting checklist involves researching the person, business and CRM data. Personalized messaging sees higher open and reply rates than generic messages. Multi-channel outreach combining email, voicemail, direct mail and video is advocated to improve booking meetings with prospects.
This document discusses account-based marketing (ABM) tactics that can be implemented on websites to enhance lead generation. It recommends dynamically customizing call-to-action buttons by account type for unknown visitors and by funnel stage and company graphics for known contacts. It also suggests using dynamic messaging and calls-to-action to increase engagement and contacts. Sales should be alerted to visitor metrics grouped by account and content hubs can track account interest over time. Implementing these ABM tactics on websites can enhance lead generation for accounts in just days without requiring IT resources.
Leading by Example: Kapost Creates an ABM Center of Excellence#FlipMyFunnel
Kapost has created an Account-Based Marketing (ABM) Center of Excellence to focus their marketing efforts. They developed a comprehensive ABM framework that includes defining ideal customer profiles, gathering account insights, developing high-value offers, campaign planning and execution, and maintaining an ABM database. Kapost conducted a large content building exercise and aligned their sales and marketing teams through personalized content marketing. Their next steps include intelligent lead routing, personalizing based on buying stage, and improving lead to account mapping visibility.
Driving Results through Advertising for an ABM StrategyDemandbase
This document discusses account-based marketing strategies for driving results through advertising. It begins with an overview of account-based marketing and identifies the key accounts to target. It then covers strategies for account-based advertising, including best practices for creative, landing pages, and measuring results. Practical examples are provided for different campaign goals like acquiring new prospects, generating leads, customer engagement, and competitive conquesting. The document concludes with a discussion of testing strategies and measuring campaign performance.
How to use Uberflip & Terminus to fuel your ABM strategyUberflip
Watch this behind-the-scenes webinar of how Uberflip and Terminus users power their integration to build ABM campaigns that win. Gain perspective on the organizational infrastructure needed for account-based marketing to work, as well as how you can use content to drive your ABM cadence.
It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach. And who to learn it best than from both Uberflip and Terminus’ internal ABM champions? They will be diving deep into the nitty gritty platform pluses that drive their key account engagement.
You’ll discover strategies and tips to:
Use your existing buyer personas to hyper-target your key - accounts like nobody’s business
Leverage content into your ABM plays and engage like a boss
Personalize your B2B account based advertising at scale
ABM: How to Define Your Ideal Customer ProfileSaasMQL
This document discusses how to define an ideal customer profile and activate target accounts using AI and automation.
It provides an agenda for a demand generation meetup, then summarizes several presentations on defining an ideal customer profile through data and buyer signals. Next, it discusses how AI can be used to automatically test thousands of marketing campaign combinations and optimize engagement. Finally, it emphasizes tracking engagement across channels to understand the full customer journey.
Beyond Revenue Performance: The Real KPIs of B2B MarketingMarketo
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. Check out these slides from our guest, Lori Wizdo from Forrester, to learn what the real KPIs of B2B marketing are.
Orchestrating Omnichannel ABM with B2B Data and IntelligenceDemandbase
The secret to jumpstarting a successful ABM strategy isn’t so secret: start with quality data, add the right orchestration tools and finish o with Sales and Marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another. Join this session with John Hurley to get a step-by-step action plan that will help you move from theory to successful practice.
Fundamentals of ABM: Preparing your Organization for ABM SuccessDemandbase
This document provides an overview of account-based marketing (ABM) strategies. It discusses how ABM focuses marketing efforts on specific target accounts rather than a scattershot approach. The key benefits of ABM include ensuring attention is given to top prospects/customers, focusing on the best opportunities, supporting sales reality, and delivering a more customer-centric experience. The document outlines steps for developing an ABM strategy such as identifying stakeholders, building a target account list, deciding on segmentation and objectives, and implementing ABM across the marketing funnel from attracting to engaging to converting target accounts. It emphasizes continuous measurement and refinement of ABM strategies.
Account Based Marketing with Marketo - LA User Group Dec 4, 2015Josh Hill
The document discusses account based marketing strategies using Marketo. It begins with an agenda for a Marketo user group meeting covering recent product updates, account based marketing, and solving business problems. Next, it outlines Marketo's Q4 feature releases including smart list subscriptions, custom objects, and mobile enhancements. Two sections then provide more details on implementing account based marketing within Marketo, including building account and buyer personas, data cleaning, and setting up a multi-level nurturing system. An example use case is also presented covering identifying target accounts, engaging them through campaigns, and measuring analytics.
Driving Results Across the Funnel with ABMDemandbase
Featuring Rachel Balik, Zineb Harvey and Leah Allen
Account-Based Marketing Strategist, Demandbase
Unlike the traditional approach of mass marketing, ABM enables B2B marketers to focus their efforts on high-value accounts, leading to more, higher quality leads and a more measurable impact on pipeline opportunities. If you’re ready to rethink digital marketing with an ABM focus, this full-funnel workshop will cover the specific ways that ABM can be applied in order to optimize the value of your website and analytics. In this session, you’ll learn how to:
- Measure the success of your current programs with an ABM focus
- Tailor your content to address the pain points of target accounts
- Capture metrics for key segments
- Optimize and focus marketing activities across the funnel with ABM
New Priorities for ABM: Benchmarks and Best Practices for 2021Demandbase
1) The document summarizes key findings from an ITSMA and ABMLA webcast on new priorities and best practices for ABM in 2021.
2) Most ABM programs today incorporate one-to-one, one-to-few, and one-to-many approaches, though many still focus on just one type.
3) Top challenges for ABM programs include measuring results, developing customizable campaigns at scale, and educating sales on ABM's value.
Creating a Demand Generation Budget From ScratchSaasMQL
In these slides you'll learn how to draft a demand generation budget starting from your revenue goals. These include funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you in the process.
AGENDA
- "Introduction - Why you are not spending enough on customer acquisition" (Franco Caporale - Founder - SaasMQL)
- "Accurately measuring ad spend ROI against actual revenue generation" (Sahil Jain - CEO & Co-Founder - AdStage)
- "Leveraging your funnel metrics to build an effective demand gen plan" (Steve Arentzoff- VP of Demand Generation - Medallia)
- "Building a demand generation budget from scratch" (Jack Foster - Sr. Director, Demand Generation - SurveyMonkey)
Expert ABM: Selling the Value of ABM in Your OrganizationDemandbase
What does it take to get your organization committed to account-based marketing? How do you get your CFO to green-light the budget, get the sales organization committed to a new level of coordination, and rally the rest of your organization around the strategies, resources and focus necessary to drive ongoing ABM success?
In this webinar you’ll receive specific, immediately actionable tools and best practices to coordinate your entire organization around account-based marketing. You will hear:
- Best practices from peers who have successfully “sold” a focus and investment in ABM internally
- Specific messaging, presentation and ROI measurement tools that work to build consensus and commitment
- Common obstacles and objections to ABM, and how to overcome them
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
Account-Based Webinars: The Good, The Rad, The NecessaryDemandbase
While it’s hard to tell if webinar fatigue is real, our pipeline goals are pretty concrete. Join this webinar to discover the good, the rad, and the necessary account-based webinar strategies and tactics that keep your pipeline healthy, your sales teams happy, and your target accounts engaged.
During the session, webinar enthusiasts will learn:
The Good. Create a webinar plan that aligns with your content strategy.
The Rad. Mind the pipeline gap with innovation and content experimentation that keeps your audience engaged at every step of their journey.
The Necessary. Partner with sales on follow-up, by leveraging personalization, intent, engagement, and account scoring.
Leveraging AI Driven Data To Fuel a New Generation of ABM CampaignsDemandbase
ThoughtSpot will be discussing their ABM journey and how they’ve taken their ABM campaigns to the next level. In this session, they’ll be discussing how they’ve leveraged People.ai to capture and sync all their go-to-market activity data and how that data has been used to solve for campaign attribution and increase campaign ROI.
Building an Inbound and Multi-channel ABM Demand Generation Engine#FlipMyFunnel
The document discusses PR Newswire's approach to building an inbound and multi-channel account-based marketing (ABM) demand generation engine. It outlines transforming the demand process to align with buyer processes, using content to engage buyers across channels, and developing a scalable infrastructure including data and analytics to optimize campaigns. The goal is to activate a buyer-led interaction cycle and progressively profile buyers to route them to sales.
Demandbase Segmentation Strategies to Book a Meeting with AnybodyDemandbase
This document provides strategies for segmenting and prioritizing accounts to book meetings. It recommends tiering accounts based on factors like fit, intent, relationship and engagement. Higher tiers receive more personalized outreach across multiple channels like email, phone and LinkedIn. The prospecting checklist involves researching the person, business and CRM data. Personalized messaging sees higher open and reply rates than generic messages. Multi-channel outreach combining email, voicemail, direct mail and video is advocated to improve booking meetings with prospects.
Build Your Army of One Using Marketing Automation with Limited ResourcesPardot
Roy Keely and Jana Rhyu discussed how their companies, Xcentric and LoopUp respectively, use Pardot marketing automation to scale their marketing efforts with limited resources. They described how Pardot enables them to nurture leads through automated campaigns, integrate marketing and sales data in Salesforce, and measure the impact of their campaigns on pipeline and revenue. Both highlighted how Pardot has helped them increase lead generation, qualify leads more effectively for sales, and engage existing customers through personalized messaging based on profiling and testing of content and messaging.
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYVinodh Ramakannan
Spinta Digital, leading digital marketing company in Chennai and London gives you The Complete Guide To Creating A Perfect Digital Marketing Strategy in this blog! Read on to know how we help our brands using this near to perfect digital marketing strategy.
Sales, Marketing & Service Optimization: Strategies for Accelerating GrowthCognizant
The document discusses strategies for accelerating revenue growth through sales, marketing, and service optimization. It argues that while technology has enabled cost savings, companies must now focus on top-line growth. A holistic approach is needed that considers customer relevance, sales effectiveness, marketing effectiveness, and service effectiveness. Implementing the right digital systems can guide professionals towards behaviors and processes that generate disruptive revenue growth, but companies must first understand their strategic objectives and performance issues. The document provides examples of how optimizing these areas through the right technologies has helped companies increase revenue.
This document discusses optimizing marketing automation engines. It describes ShowMeLeads, a marketing automation consulting firm, and the services they provide including demand generation strategy, marketing automation management, and CRM services. The document outlines their methodology and discusses key aspects of demand generation like lead generation versus demand generation, building awareness and generating leads through the marketing funnel from top to bottom. It also covers how to get started with demand generation, aligning marketing and sales, and measuring results over time through analytics of the revenue cycle.
Marketing automation 101 understanding marketing automation and where to get ...Mario Kyriacou
What this presentation covers:
- What is marketing automation?
- How marketing automation can improve the overall customer experience
- How automation can improve conversions and ROI
- Why automation is applicable to both B2B and B2C
- Where to get started with your own automation program
- Getting buy-in from sales and senior management
Overcoming the Top 3 SMB Challenges with Marketing AutomationPardot
This document discusses how small and medium businesses can overcome challenges with marketing automation. It summarizes that SMBs face issues with having limited resources but more work, relying on gut feelings rather than data, and struggling to generate enough leads and fill their sales pipelines. The document then presents how marketing automation can help SMBs address these challenges by freeing up marketer's time from routine tasks, providing data and insights to make better decisions, and powering lead generation and sales processes to produce more leads and fill the pipeline. Examples are given of how specific automation strategies and tactics helped various companies achieve these goals.
nextNY Online Marketing School - SEM PresentationnextNY
The document provides an overview of search engine marketing and pay-per-click (PPC) advertising. It discusses key benefits of PPC including large targeted traffic, easy measurement of ROI, and cost effectiveness. Challenges include slow adoption, complexity, and time requirements. The document outlines best practices for successful PPC campaigns including defining goals, keywords, budgets/bidding, and tracking. It also discusses the importance of factors like geography, time of day, negative keywords, and quality scores. Automation and third-party tools can help address challenges for small/medium businesses.
Dennis yu social amplification engine_guide_v5.1_2016_1210Vasil Azarov
This document provides guidance on using a Social Amplification Engine to increase digital marketing yield. It discusses setting up various digital marketing tools like Facebook Ads, Google Analytics, and Google Tag Manager to track engagement and drive conversions. The goal is to amplify existing marketing efforts by following proven processes to grow audiences, boost engagement, and meet conversion goals across multiple channels. It emphasizes testing strategies to optimize efforts.
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
New Relic Telemetry for Digital MarketingHeiko Specht
Use existing Data to build a strong real time digital marketing analytics engine. Incl. alerting, custom dashboard, custom data enrichment. Here is how it works
Digital analytics provides insights into customer behaviors online to continually improve the customer experience and drive business outcomes. A complete digital analytics model includes measuring customer actions, reporting on performance, analyzing data through segmentation, testing optimizations, and improving practices based on learnings. Developing a measurement plan is the first step, defining objectives, goals, key performance indicators, targets, and data segments. The plan informs the infrastructure roadmap, implementation plan, activation plan, and maintenance process to evolve analytics over time. Holistic, active, and media-agnostic measurement approaches account for all relevant customer touchpoints across channels and devices.
Many companies are enticed at the idea of adding marketing automation to their business processes. But as Bill Gates once said, adding technology to an inefficient process, magnifies the inefficiency. In this presentation, explore concepts to help you test to see if your business is ready for marketing automation.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
The document outlines BizziBiz's digital marketing services and sales process. It describes the 4-step sales process of a Quick Assessment, Quick Report, Project Intake Form, and customized Roadmap/pricing. It then discusses the ongoing reporting system for clients, BizziBiz Labs for product development, how project teams are structured, and the focus on customer experience. The overall goals are to educate on selling BizziBiz's services, demonstrate their commitment to customer experience, and provide an understanding of how the sales and project fulfillment process works.
Similar to Digital Marketing Playbook - How to create scalable, predictable revenue (20)
The Digital Marketing Landscape
A. Key Digital Marketing Channels:
• Briefly introduce the major digital marketing channels:
o Social Media Marketing: Explain the power of social media platforms to connect with customers and build brand awareness. (Include a short Youtube video on different social media platforms and their functionalities).
o Email Marketing: Discuss the importance of email marketing for building relationships and driving sales. (Consider incorporating a PowerPoint presentation on best practices for email marketing).
o Search Engine Optimization (SEO): Explain how SEO helps websites rank higher on search engine results pages (SERPs) for relevant keywords. (Provide a link to an engaging SEO blog post).
o Pay-Per-Click (PPC) Advertising: Discuss how PPC advertising allows businesses to reach targeted audiences through paid ads on search engines and social media platforms.
• Briefly mention other channels like content marketing, affiliate marketing, and influencer marketing.
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The Evolution of Engagement Metrics in Social Media MarketingSofia Tsempera
Beyond Likes and Shares: The Evolution of Engagement Metrics in Social Media Marketing delves into the changing landscape of social media metrics, moving beyond traditional measures like likes and shares. It explores alternative metrics such as comments, time spent on content, and sentiment analysis, emphasizing the importance of meaningful engagement. The presentation also highlights the role of active engagement indicators like participation in polls and surveys, as well as metrics related to community health and brand advocacy. Attendees gain insights into connecting social media engagement to conversion metrics, leveraging social listening tools for sentiment analysis, and adapting to platform changes. With real-world examples and practical strategies, the presentation equips marketers to optimize their efforts and drive better results in today’s dynamic social media environment.
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Generation AI report by Cheil India__.pdfSocial Samosa
31% expect AI to provide expert advice, replacing visits to specialists. 41% fear that overdependence on AI will reduce creative or critical thinking skills.
2. Digital Marketing Playbook – How to create scalable, predictable revenue
How to Create Scalable, Predictable
Revenue with Digital Marketing
1. Define Your Funnel
2. Define Your Metrics
3. Build your Infrastructure
4. Transparency Scalability
5. Time to Hunt
6. Bear Trap
7. The Bottom of the funnel is not the end
8. Trends that Matter
3. Digital Marketing Playbook – How to create scalable, predictable revenue
Responsible for Digital Marketing
at a New Start Up?
Tasked with Overhauling Digital Marketing
at an Existing Company?
Rolling Out a New Product?
Whether you are tasked with creating the Digital Marketing Strategy at a
new start up, or if you are tasked with overhauling and implementing a
new Digital Marketing Strategy at an existing business, the steps outlined
on the next few slides will give you the foundation you need to effectively
implement and execute a successful Digital Marketing Strategy.
4. Digital Marketing Playbook – How to create scalable, predictable revenue
What is Digital Marketing?
Digital marketing refers to advertising delivered through
digital channels such as search engines, websites, social
media, email, and mobile apps.
Digital Marketing covers a wide range of Marketing
Channels including but not limited to:
• SEO (Inbound/Content Marketing)
• Social Media Marketing
• SEM (Pay-Per-Click)
• Email Marketing
• PR
• Referral Sites
5. Digital Marketing Playbook – How to create scalable, predictable revenue
The 50,000 ft. view and where
Digital Marketing Fits
Having an effective Digital Marketing Strategy is a critical part of running a
modern, successful business but it is not the only factor for organic growth.
The next slide outlines many of the factors that influence your profits.
6. Organic Factors
Profits
Revenue Costs
Outside Market Factors
that Affect Revenue
•Intensity of Comp
•Threat of New Entry
•Bargaining power of buyers
•Substitute Products
Internal Variables that Affect Revenue
Price x Volume(Q)
Ways to set price
•Industry Baseline
•Value Ad Pricing
•Other
Ways to Affect Volume (Q)
Partners/Channels
•Rev Generating
•Introduction to potential
customers otherwise not
reaching
•Make your product easier to
sell
Sales
• Inbound / Outbound
• More /Less Sales Reps
• Biz Dev / Channel reps
• Commission plans
• Outsource Sales
• Jr Reps/Change Structure
Marketing
•Type: Digital Marketing |
Outbound | ABM | Product
Marketing
•Brand/Product Messaging
•Right Channel Balance
•Bundle products
Product
• New Product Lines
• New Features
• Better usability
• Overall more sellable
• Agile production
• Market Feedback
Long Term
Short Term
• Raise/Lower Price
• Leads/Ops Promos
• Customer upsell + cross-sell
promos/bBundles
• Sales contests
• Payment Options
Variable Costs * (Q) Fixed Costs
• Operational Efficiencies
• Outsource Cheaper labor
• Negotiate better rates
• Headcount Reduction
8. Digital Marketing Playbook – How to create scalable, predictable revenue
Define Your Funnel
Your funnel will follow the general Attract, Convert, Close but the exact stages will very
based upon your industry, your business model and the make up of your sales team.
Example Funnel
Attract (TOFU)
Convert (MOFU)
Close (BOFU)
9. Digital Marketing Playbook – How to create scalable, predictable revenue
Define your Metrics
Digital Marketing is all about data. Yes, it requires an eye for design,
personas, content, creativity and much more but it is the data that
gives us the ability to constantly track, monitor and optimize our Sales
and Marketing funnel.
Universal Metrics to Track
• Life Time Value (LTV)
• Cost per Customer (COA, CAC)
• Churn
Full list of essential SAAS Metrics to track
Now that we have defined our sales process we want to define our critical
metrics that we want to track. What specifically you will want to track will be
dictated by your business.
• Funnel Conversion Percentages
• Cost Per Lead by Channel
• ROI by Channel
10. Digital Marketing Playbook – How to create scalable, predictable revenue
Build Your Infrastructure - Necessities
CRM – Organize, track, engage leads/opportunities/customers and report on all of your sales activity
Marketing Automation – Email, workflows, landing pages, content, social media lead scoring , reporting
Analytics – Track everything from web activity to, social media activity to application activity and usage
Summary so far: Now that you have defined your Sales and Marketing funnel and metrics you
want to track, it is time to build out your infrastructure to match your funnel. Knowing the
metrics you want to track will help ensure you set up your systems to track the necessary metrics.
Infrastructure Necessities:
Essential tools for transparency and scalability
Examples:
Examples:
11. Digital Marketing Playbook – How to create scalable, predictable revenue
Can be useful for increasing conversions, driving demos, hosting videos, email
marketing, chat, creating content, brand awareness and much, much, more.
Which and what additional digital marketing tools you need will be determined by
what you are trying to solve for and by your business model and industry you
serve. Many of tools can be transformational for your business but there is no one
size fits all answer.
Over the last few years there has been a dramatic increase in the amount of
Digital Marketing tools available. This trend is highlighted on the next three slides.
Build Your Infrastructure – Other Tools
Other Digital Marketing Technologies:
15. Digital Marketing Playbook – How to create scalable, predictable revenue
Digital Marketing Technologies 2017
16. Example Infrastructure at Intac International
Infrastructure Necessities
Other Digital Marketing Technologies
17. Digital Marketing Playbook – How to create scalable, predictable revenue
Why this Matters
Transparency
“If you cannot measure it, you cannot improve it” – Lord Kelvin
Summary so far: We have now defined our funnel, defined the metrics we want to track
and built our sales and marketing infrastructure to mimic our funnel.
We will be able to use data to determine:
•Where to focus resources
•What channels we can scale
•What portion of our funnel is underperforming
•The ability to track and easily report on all of our major marketing KPI’s like, ROI, CAC, LTV, Churn…
This transparency also give us our predictability:
What I mean by predictability is with enough data we should be able to say things like:
•If we spend X we should anticipate Y.
•If my sales guys makes X dials I should expect Y opportunities and Z amount of business
•If I can drive X more leads we should expect Y more results
We now have the transparency and data we need to be able to track and report on all aspects of our funnel
and our business. This allows us to make strategic decisions regarding our Digital/Inbound Marketing.
18. Digital Marketing Playbook – How to create scalable, predictable revenue
Scalability
Summary so far: We have now defined our funnel, defined the metrics we want to
track and built our sales and marketing infrastructure to mimic our funnel.
By selecting the right core platforms for your CRM and Marketing
Automation tool you will have the core foundation that your business can
scale with.
With the right systems it should not matter if we have 5 or 1000 employees
or 5,000 or 1,000,000 contacts.
19. Digital Marketing Playbook – How to create scalable, predictable revenue
Time to Hunt – Attacking the Top of the Funnel
Channels Explained
SEM: Adwords/Bing/Yahoo/Adroll
SEO/Inbound: Blog, Website, Content Offers, Reviews, Mobile Design,
Social Media: Twitter, Linkedin, Facebook, Instagram, Pintrest, SnapChat
Referral Sites: Capterra, Software Advice, Getapp, Technology Advice
Other: Native Advertising/Email Marketing/PR/Direct Traffic
Vertical / Industry Specific Opportunities
Once you have the infrastructure and closed loop reporting test
as many top of the funnel channels as possible.
The Strategy: TEST, ITERATE, TEST, ITERATE, TEST, ITERATE
The Goal: Drive as much web traffic to the top of the funnel as possible
20. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap
The Goal: Build the industries best Bear Trap
The Strategy: TEST, ITERATE, TEST, ITERATE
We want to build a Bear Trap that converts the highest % of Web Visitors to Leads,
the highest % of Leads to Opportunities and the highest % of Opportunities to
Customers.
Your Bear Trap
21. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap – Web to Lead
The Goal: Convert the highest % of Web Visitors to Lead
The Strategy: TEST, ITERATE, TEST, ITERATE
Data is King and A/B test Everything
• Landing Pages
• Website Chat
• Website design
• Content offers
• Video
• Call to Actions
• Relevant Content
Digital ways we can influence Web to Lead conversion %’s
22. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap – Lead to Opportunity
The Goal: Convert the highest % of Leads to Opportunities
The Strategy: TEST, ITERATE, TEST, ITERATE
An opportunity could be defined as a free trial, a live demo, a scheduled call…etc.
• Email Engagement
• Sales outreach
• Videos
• Strong Calls to Action (e.g. Free
Trials, demos, etc.)
• Easy appointment scheduling
• Product/Features
• Price
• Business Model
• Reviews/Referrals/Testimonials
Digital ways we can influence Lead to Opportunity conversion %’s
Data is King and A/B test Everything
23. Digital Marketing Playbook – How to create scalable, predictable revenue
Bear Trap – Opportunity to Customer
The Goal: Convert the highest % of Opportunities to Customers
The Strategy: TEST, ITERATE, TEST, ITERATE
Digital ways we can influence Opportunity to Customer conversion %’s
• Product features and usability
• Product marketing
• Price
• Video’s
• In App Marketing
• In App Chat
• Email Nurturing
• Sales Outreach/Demo’s
• Reviews/Referrals/Testimonials
• Sales offers
Data is King and A/B test Everything
24. Digital Marketing Playbook – How to create scalable, predictable revenue
The Bottom of the Funnel is Not the End
Driving Usage/Retention:
Examples: Onboarding, self help, FAQ, webinars, trainings, in app chat, in app
messaging, support
Your Digital Marketing Strategy is not just about driving new business,
it must also include plans for:
Up Selling/Cross Selling:
Examples: Revenue generating partners, annual plans, additional features, add ons
Creating Brand Advocates:
Examples: Customer surveys, testimonials, referral programs, customer whitepapers,
user group, customer events
25. Digital Marketing Playbook – How to create scalable, predictable revenue
Trends that Matter
70% of the digital buyers journey is completed
before they become a lead or reach out to sales.
By 2019, 80% of content consumed on the
internet will be video.