“What can I do for you today?” Cyndi asked the new CMO as he settled into the chair facing her.
“It isn’t what you can do for me,” Tom said. “It’s what can I do for you. While I’ve only been on the job for a few weeks, maybe there is something Marketing needs to do for you,” he said with a bemused smile.
We know that clear lines of authority on pipeline (sales funnel) ownership have been blurring. Call it a neglect by salespeople and sales management, a frustration on the part of marketing because of a lack of followup or simply the availability of new tools. Regardless of the cause, marketing and sales are sharing pipeline (funnel?) responsibility. Which begs the question, who owns the pipeline.
With the advent of new marketing automation capabilities and artificial intelligence applications, marketing is relentlessly inserting itself deeper into the pipeline at almost every level. Matt Heinz, podcaster and radio host of his own live show Sales Pipeline Radio guides us in answering the question.
Or does he?
To answer this question, we have gone to Matt Heinz, the expert’s expert on the pipeline question.
About Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 15 years of marketing, business development and sales experience from a variety of organizations and industries. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers. And Matt is the host of Sales Pipeline Radio on the Funnel Radio Channel.
We are sales pipeline strategy people at heart – math marketers and sales strategists who embrace revenue responsibility. We know that what really matters is sales pipeline, closing business and accelerating revenue. Our proven methodology delivers real B2B results based on buyer insights, market-driven best practices, and rapid feedback loop to improve and sustain the results you see. Our approach covers strategy, design and execution – including online and offline efforts that align buyer intent with your sales process to increase both immediate and long-term conversion yield.
Everyone (usually marketers) complains about the failure of salespeople to follow-up leads, but marketers are just as much to blame. The excuse that “the salesperson didn’t do it” is no longer valid. A research report from Velocify proves it.[i]
Of course, this was a valid excuse prior to marketing automation’s debut, but since then, the hemming and hawing by marketers that ‘prospect follow-up is a salesperson’s job and not our job,’ is belatedly being debunked.
This is a verbatim transcription of an interview with Fred Yee, CEO of ActiveConversion. You may use quotes from this interview, but please edit Fred Yee or James Obermayer if required due to the conversational nature of the program.
Long Sales Cycles are difficult enough for salespeople to keep top of mind, much less gearing up a marketing automation program to do it for you. Too many marketers are so short of content that the longer the sales cycle the more likely that the content and communications may be lacking in specificity for each prospects need. During this live program, Fred Yee, CEO and founder of ActiveConversion discusses how to use the “smarts” in marketing automation to your advantage for long sales cycles.
Paul: It’s time again for the SLMA Radio Hour brought to you on behalf of our 8000+ members of the SLMA; Sales Lead Management Association. If it has to do with sales lead management or sales lead marketing, it probably starts here with the SLMA Radio Hour.
Our host today is Jim Obermayer, executive director and founder of the SLMA and your producer is yours truly Paul Roberts coming to you live from our studios here in kind of sunny Southern California.
SLMA Radio is a syndicated show and our archives have over 362 episodes now with an audience reach of close to 90,000 listeners.
In this interview with Michelle Huff CMO of ACT-On we learn how ACT-On is using ML to drive decisions that help their users sell more. The host is Jim Obermayer.
“Machine learning” for some is only a buzz word that may or may not have substance behind it. Defined as a field of computer science, machine learning gives computers that use algorithms the ability to learn from and to make decisions without programming based on data. (Wikipedia)
Michelle is Act-On’s Chief Marketing Officer, and oversees the company’s brand, demand, and customer expansion marketing efforts. Michelle comes to Act-On with 17+ years’ experience helping market leading companies, including Salesforce and Oracle, connect customers with technology solutions to grow their business. Most recently, Michelle was GM of Salesforce’s Data.com division after having served as the VP of Marketing for the group.
Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace that powers the customer experience from end-to-end, from brand awareness and demand generation, to retention and loyalty. With Act-On, marketers can drive better business outcomes and see higher customer lifetime value. Act-On is squarely focused on the success of its customers and offers consultant-level quality with everyday customer support. Act-On has been recognized for its superior product and rapid business growth by Deloitte, Forbes, and Inc. Magazine. For more information, visit Act-On Software.
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Transcript: Interview with Justin Gray of LeadMD. This is a literal transcript, authentic and unedited. Or listen here while you work.
Jim: Welcome to SLMA radio. I am Jim Obermayer the host for Sales Lead Management Radio coming to you on behalf of the 8400 worldwide members of the SLMA. SLMA Radio is a syndicated show and our archives have 357 shows and 400+ executive interviews. Our producer is Paul Roberts and we’re coming to you live from our studio in Costa Mesa California. SLMA radio is part of the SLMA Live network (now Funnel Media Group) which produces radio programs for business network listeners. You may subscribe to our shows through iTunes and Stitcher radio. We’ve got a special guest today and a special title.
Justin Gray is the CEO and marketing chief evangelist of Lead MD. They are a sponsor of the SLMA and the subject this week is marketing automation, quick wins in 30 days.
Marketing automation has a lot of promise, no doubt about it, it’s a growing but how do you turn promise into definable wins? Justin is going to tackle that today.
Mr. Gray has been involved; he’s a strong voice for demand generation, value-based marketing and conversational best practices. He’s a recognized speaker, he’s published over 250 articles in industry publications and meanwhile his marketing blog, The Marketing Evangelist is one of the top marketing blogs.
It isn't always easy for marketing to give prospects (and customers*) appropriate content. It's far too easy to snatch "something," jam it into the automated system and not think-out the needs of the end users. It isn't enough to have your name on something and think that the touch is delivering something of value. Garbage-in, Garbage-out; deliver value every time.
Technology, security and more are constantly evolving. We have to stay on top of our websites. We need to clear out clutter, outdated items and more. But when we do BIG updates and restructure our sites, we have to remember to go back and check for fallout, or the fall-off of inbound links due to errors.
The SLMA has sponsors.
Each sponsor gives us a link to their site for their banner ad. Most of them send us a link they can track. BUT, when these sponsors change marketing team members, structure of their site, campaigns, the links most likely will change resulting in a 404 error when people click on the ad. This makes us look bad. We have clicks but they show no conversions due to the 404.
A great way to see what is happening is to use the search console from Google (FREE) to check for errors in the inbound links. You can see what pages are having issues and who is linking to them. This is a good task for an intern or marketing assistant to check monthly. Doing this will help you correct issues, connect with companies that believe in you enough to link to your content.
Hey, don't forget to check drip campaigns and email marketing templates, too. Once we set up these auto-pilot types of campaigns, we forget that if we restructure the links, change our provider on squeeze pages and more, we break our drip campaigns which will increase our unsubscribes and grumpy recipients. These are great tasks to add to a quarterly calendar. We have found in the past that once in a while we have a typo in a link, but then we share that same content or post with some reworking bringing along the broken link, so we perpetuate our own 404 errors. Search console will help you find those types of errors, too.
While you're at it, send the people linking to broken pages a thank you and the URL with corrected link so they can quickly find it and update it. If you make it easy, they will usually do it for you.
Listen to Fred Yee as he gives advice on converting sales leads that have a long sales cycle.
Long Sales Cycles are difficult enough for salespeople to keep top of mind, much less gearing up a marketing automation program to do it for you. Too many marketers are so short of content that the longer the sales cycle the more likely that the content and communications may be lacking in specificity for each prospects need. During this live program, Fred Yee, CEO and founder of ActiveConversion discusses how to use the “smarts” in marketing automation to your advantage for long sales cycles. The host is Jim Obermayer.