Total Domination! No it’s not the latest Hollywood Action Movie to hit the DVD stores, we’re talking about 100% conversion rates of your Business Development campaigns.
Whilst traditionally a marketing campaign with the objective of New Business Development might see results of 10 percent of the number of companies marketed to. We have recently run campaigns that have tripled, even quadrupled the number of teleconferences and meetings set, compared to the traditional approach. How? We don’t give up until we get definitive results with every company. We call it: Total Domination!
To find out more about ELEVATEs Lead Nurturing capabilities and approach to Total Market Domination, visit www.thinkelevate.com/lead_optimization.asp
-Nick
It used to be so straightforward.
24 months ago, times were simpler, decision makers made decisions on their own – budgets were plentiful and everything had a steady flow – then kaboom everything changed!
Decisions started being made by committees – no-one wanted to make a decision on their own
Every Dollar, Pound or Euro of budget needed to be signed off by senior executives, but only after huge scrutiny.
People you had never heard of started popping up and blocking the process.
Does this sound familiar as it relates to you as a buyer and also as to how your organization is trying to keep up with the ever shifting marketing and business development lifecycle?
It’s no secret that things have changed – the challenge is how organizations are responding to it. One of things that’s often missed by marketing and business development teams is that the number of people that they now need to influence has dramatically increased.
Its not that the decision makers you normally target have changed, it’s the people who you never saw before who are having a significant effect on the whole buying process. These are the people who have the power to “Veto”, but not necessarily the power to say “Yes” – generally known as the Technical Buyer.
As a result, the various members of these newly formed committees need to be influenced – they need to be courted as much as the normal suspects – and thus alleviate the risk of rejection from these additional technical buyers in each committee.
The key to overcoming these challenges is making sure that you are broadening your horizons and getting to all of the people that will be involved in the decision making and purchasing process – long before you are into the sales cycle.
The questions to ask yourself are:
To find out more about ELEVATEs approach to improving your data accuracy, and increasing revenue, visit www.thinkelevate.com/data_transformation.asp
-Nick
As most firms focus on hitting the quarterly numbers – one question that is repeatedly being asked by the Service Line / Business Unit leads is “what is marketing doing to generate actual revenues?”
I was recently discussing this with a CMO from one of the top 10 consulting firms, in particular, how the role of the marketeer has changed over the years and how the demands being put on the marketing function to justify their role in generating business is increasing every day!
Based on this and other similar discussions, I believe that in the next year of so – Marketing Leads will be targeted with actual revenue figures as part of their objectives. Will those who meet these objectives be heroes? And those Marketeers who don’t be a thing of the past?
How do you see the role of marketing changing to meet the revenue demands of the business in a more justifiable way?
To find out how ELEVATE can assist with optimizing leads that actually drive revenue to your organisation, visit www.thinkelevate.com/lead_optimization.asp
-Nick
As Marketing Automation technologies start to gain momentum in sales and marketing functions, will it actually add revenues to the bottom line or just highlight sales and marketing inefficiencies?
Several people in my network have been boasting their increased pipeline activity since implementing marketing automation as well as the justification that marketing can now make on the revenue it provides to their service line or business unit. Now, they can directly demonstrate the value and secure a greater budget to focus on key revenue generating activities.
On the flip side, the increased visibility shows the vulnerabilities of marketing and client teams. I just received an email this morning from a Service Line Lead – asking how he can fix the problem of his teams not following up hot prospects fast enough – he was furious that all these key targets were being left to their own devices.
We would like to hear your thoughts and experience on using Marketing Automation technologies, what value they bring and also how much or little you know about the benefits and downfalls.
