With more than 900 solutions to choose from, marketers will soon outspend IT on technology investment. This is your guide to navigating the marketing technology jungle. Don Draper would be amazed that the world of marketing is transforming from executives whose strengths lie in creative to those whose strengths lie in technology, but it seems that the future of marketing is powered by technology. Gartner forecasts that by 2017, marketers will outspend IT on technology.
History is littered with love-hate relationships: England and France, Scarlet O'Hara and Rhett Butler, Nicole Richie and Paris Hilton, to name a few. I'd like to add sales and marketing to the list of friend-enemies. The sales-marketing "frenemy" relationship is ingrained in many organizations
Reuters is a news agency. So when the marketing department in the parent company of the legendary every-minute-is-a-deadline wire service was still sending out batch-and-blast emails three years ago, Dan Allis knew Thomson Reuters had to do something fast.
In the early 1980s, when I was advertising manager of Koch Engineering—a manufacturer of process equipment—industrial marketing was a simple two-step process. First, you generated sales leads. Second, you turned the leads over to the sales force, who took it from there.
Up until the dawn of the Internet, I thought I knew pretty much all there was to know about B-to-B marketing communications. Since the Web's advent, new B-to-B marketing methods have proliferated, some of which I know almost nothing about. Marketing automation is at the top of the list. I knew it was a hot trend, had some vague notion of what it entailed, but my understanding was foggy at best.
In music, cadence is what drives the characteristic rhythm of a piece. Music teachers often compare it to punctuation, because cadence is responsible for pauses (commas) in music, as well as signaling the end of a song (period). Cadence also plays an important role in lead nurturing. A calling cadence visually depicts the rhythm of lead generation and nurturing campaigns by mapping out the frequency and duration of call attempts, as well as the communication mix. For example, a calling cadence may specify an email and follow up phone call in the first day, a second phone call the following day, then stretching out interactions as the campaign progresses
To close out the year, the Target Marketing editorial staff reviewed all the content from the magazine, Today @ Target Martketing e-newsletter and blogs in 2012, hunting for some of the best marketing ideas and tips from our top experts to share with you.
I've been using LinkedIn to net leads and sales with great success lately. Contrary to what "the experts" say, the trick is how you think about what you already know works. In fact, getting prospects off of social media is key. Yes, I'm serious. I know, the gurus claim setting up an engaging LinkedIn group or attractive profile is the key to success for your business. But finding crafty ways to mention your blogs, webinars or new product releases within LinkedIn groups will not work well to create appointments, leads or sales. Not like the technique I've been tapping into can.
Email is key for both B-to-C and B-to-B marketers, but its role is different, and so is the way it interacts with other channels. Where consumer-focused email marketing focuses on making sales, complex B-to-B sales cycles demand email nurture leads to set up a salesperson to finally close the deal. Today, Reggie Brady discusses how email's role differs in B-to-B and B-to-C multichannel marketing.
"Up to 94 percent of leads turned over to sales are raw, unfiltered ... and never followed-up by sales," says Dan McDade, president of Point Clear, a Norcross, Ca.-based lead generation company. "Fewer sales reps make quota today than in 2006. Despite articles to the contrary—buyers want to be sold—and aren't."