marketing’s holy grail: the quality lead - amanda jobbins, vice president - technology &...
DESCRIPTION
With 20 years experience in technology marketing including senior roles at Symantec, IBM and BMC, Amanda shares her insights into driving an effective dialogue with sales leadership and partnering with them on the demand generation challenge.TRANSCRIPT
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Marketing’s holy grailThe quality lead
Amanda Jobbins
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Siege of marketing
‘Only 40% of CEOs gave CMOs an A grade..’CMO Council Study
Pressure on marketing
CMO pressure
‘5 year study shows CMOs don’t have any effect on a company’s financial performance..’ Journal of Marketing
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Marketing perception in B2B
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New World Order
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Rock and a hard place
Sales Marketing Customer
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The demand generation challenge
• Marketing & sales alignment
• Customer decisions hard to map
• Multichannel in nature
• B2B channel fragmentation
• Automation spotty
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Sales and marketing alignment
MarketingSales
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Multichannel buying process
Become Aware
Consider
Transact
Service
Broadcast Direct Mail Store Internet Call Center
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Quality lead & lead process
• What is the profile of the prospect you want?
• What is the target no. of prospects and target conversions?
• What response do you want from them?
• How many of them do you want by segment?
• How will you prioritize responses?
• What will be the follow-up/contact strategy?
• How will you know if they buy something?
• What will you do with leaked prospects?
• How will this process be monitored?
Publish & agree objectives Agree a segmentation
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Practical lessons
• Objectives, objectives, objectives
• Joint planning with the business/sales
• Dedicated staff for LM process in S & M
• Tight telesales / marketing connection
• Publish and debate lead targets
• Leads process including sales accountability
• Very close alignment to sales ops key
• Measure what you can then iterate
• New Metrics .g. NPS-loyalty 5%+ -> profits 15-20+%
• You are never ‘done’
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Thank you!
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Welcome