"The Growth Blog" - A resource for B2B Business leaders & marketers

How To Build a Sucessful B2B Lead Generation Strategy

Topics: lead generation marketers b2b lead generation B2B lead generation strategies

5 Key Indicators of a High Performance B2B Marketing Strategy

b2b measure marketing ROIMany b-to-b CMOs find themselves in a tricky position. The evolution of the buyer’s journey means that many CMOs and their teams are taking on an expanded scope of responsibilities to reach empowered buyers who are conducting their own research before talking to sales. At the same time, marketing is still struggling to prove its value in many organizations, which typically focus on sales and product management.

As Jay Gaines, vice president and group director at SiriusDecisions, explained in a recent webcast, the only solution for CMOs is to lead a high-performance marketing function. Here’s our earlier post describing Jay’s take on what high-performance marketing isn’t.

Now, the top five characteristics of true high-performance marketing:

Marketing is competent. “Marketing teams cannot expect to drive positive change in the organization unless they are competent in the areas where they are most needed,” Jay said. It’s important to consider both skills and processes. For example, many marketing leaders are too heavily focused on creating strong alignment with sales in the end-to-end lead management process before marketing is able to deliver real leads. Asking sales to start following up on all leads delivered by marketing (or mandating follow-up via a service-level agreement) is a huge mistake if marketing isn’t ready to create and deliver the correct quality of leads.

Marketing is credible. Most CMOs know that both metrics and key performance indicators (KPIs) are vital. But is each being used for its intended purpose? Jay encouraged marketing leaders to emphasize KPIs, which indicate the health of the business. Metrics can diagnose causes and project likely trends, but they do not clearly communicate progress toward strategic goals. Also, CMOs must pick their battles wisely. Often, attempting to take too much credit in areas like lead attribution from events results in skepticism about any business contribution that marketing reports.

Marketing is accountableEarlier this year, Jay called on CMOs to draw inspiration from our Summit keynote speaker, Gen. Stanley McChrystal, and “share the terror”. The acceptance of risk and responsibility for actual revenue numbers – a burden that has increased for CMOs in the era of empowered buyers – is a core requirement of high-performance marketing.

Marketing is strategic. To be considered an equal to other senior-level executives, CMOs must act decisively rather than reactively, and use insights and facts to champion their plans. “Don’t ask sales what they need for more leads,” Jay said. “Say you’ve given thought to lead generation and have ideas for how to balance quality and quantity.”

Marketing is integrated. Product management and sales benefit from strong inherent integration with one another. Marketing is not so lucky. “That will always be the case unless marketing is driving better integration and alignment across product management and development, marketing and sales,” Jay warned. CMOs and their teams must also build integration on another front: bridging gaps between offerings and customers.

- See more at: http://www.siriusdecisions.com/blog/the-top-five-characteristics-of-high-performance-marketing/#sthash.jU04jjih.dpuf

Marketing. The colouring in department or an integral function in achieving your business and revenue goals?

Topics: marketers b2b marketing campaign strategy marketing strategy marketing plan

Digital Marketing Doesn’t Generate Leads!

Blogging and tweeting, on their own, do not guarantee you qualified leads. Taking this approach will waste time and money. So how do you generate qualified leads online?

Topics: lead generation content marketing content strategy online marketing marketers

Content Marketing Trends for 2014

The latest report on the state of B2B content marketing and the predicted trends for 2014 has just been released by the Content Marketing Institute and Marketing Profs. The next few blogs we release will deal with these important findings and their influence on the future of B2B marketing. We will deliver some insight on what all this data means, and how you can increase the effectiveness of your B2B Marketing.

 

Topics: content marketing content strategy marketers b2b marketing content distribution business owners content creation campaign strategy

How to use content marketing for lead generation: New research!

Content marketing's star continues to rise in its role as a key tactic for lead generation. B2B businesses need to address the increasing importance of content marketing according to just-released research from well respected MarketingProfs and the Content Marketing Institute. 

Topics: content marketing content strategy marketers content distribution

3 Hot Tips For Managers To Improve Your Lead Generation Process

The increasingly digital world in which we all live is a giant portal of buying information and data; a tsunami of content at the fingertips of any purchaser with an Internet connection, which lets face it - Is everyone, all the time on any device.

Topics: Inbound Marketing lead generation marketers b2b marketing lead nurturing