Marketing Management Feed

June 7: Account Based Marketing for Mid-Size Companies (Live Online) 10:00am–12:00pm PST- 20% Off

 

 

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June 7: Account Based Marketing for Mid-Size Companies (Live Online) 10:00am–12:00pm PST

You’re invited to expand your knowledge of ABM Best Practices that can dramatically improve your sales pipeline in the DMAnc.org's Live Online workshop, Account Based Marketing for Mid-Size Companies.

We’ll share ABM go-to-market step-by-step tactics and sales pipeline building strategies with supporting examples.

  • ABM Best Practices
  • Strategic uses of ABM to open doors in target accounts
  • A realistic game plan for tight budgets
  • Budget saving trade-offs
  • Live Q&A

One added benefit is that we’ll send you recordings of updated course material in the future, as long as we have your current contact information.

You can take the workshop à la carte or complete just 8 of them for a certificate in digital marketing.

 

June 7: Account Based Marketing for Mid-Size Companies (Live Online) 10:00am–12:00pm PST

 

This workshop takes a realistic view of ABM and cuts through the hype that often surrounds it. Through the eyes of small and mid-size companies we'll focus on the key elements necessary to plan and execute a realistic program with a positive ROI.

We’ll have frank discussions on what an ABM program can and can’t do. With so much being claimed, we’ll insert some realism into the equation. Without shiny objects running up the bill with minimal ROI payback, this session will share ways to accomplish the desired goals while staying on a tight budget.

Key topics covered in the workshop will be:

  • Basic elements of account-based marketing and the recent developments making a buzz
  • Levels of ABM maturity (so attendees can see where they rank in the ABM readiness index)
  • Goal setting and revenue-based funnel requirements for target accounts
  • Target account selection strategies
  • Prospect data build out strategies
    • Ideal Customer Profile (ICP) tactical checklist
    • Intent data cost benefit ramifications to consider
  • Go-to-market and pipeline building methods with campaign examples
    • Account building tactics to consider
    • Lead generation approaches, what works/what doesn’t
    • Budget ramifications and tradeoffs
    • Lead/sales funnel conversion rates, and what you can expect
  • ABM process and automation tools
    • What to automate and what not to (you’ll be surprised)
    • When to automate
    • Vendor neutral landscape options
    • Cost and ROI considerations
  • Common mistakes to avoid
  • ABM framework and planning—checklist to use in creating a sound plan

This workshop is created for professionals at all levels in these roles:

  • Sales pipeline planners
  • Sales and/or marketing operations
  • Sales and marketing management
  • Demand generation and campaign planners
  • Market strategy planners
  • Account/Lead development managers
  • Business development management
  • Channel managers

Instructor: Tom Judge

 
   

"Insightful & timely actionable information I can take to the bank—great use case examples and fresh perspective on ABM."—Rocco Santoro, Growth Architect, Business Catalyst, Ecosystem Developer, Advisor—GISTICS Incorporated

"This workshop is a great idea and great job pulling together."—Gina Varela, Senior Global Campaign Manager, Enterprise Marketing—Veritas Technologies LLC

 

Requirements for Digital Marketing Certification

 

If you decide you want a Digital Marketing Certificate, you will complete any 8 total workshops online or in-person, taken within two years of starting. Of course, if a certificate isn't in your immediate plan, you can take as few or as many of the workshops as you would like. These workshops are for those who are ready for more in-depth training on a specific marketing discipline. They are practical and tactical, with step-by-step instruction and integrated case studies.

Students who complete the digital marketing certification program will receive a frameable Certificate of Completion. And, a digital badge to include on your website, blog, email signature, or social profiles.

We look forward to you attending these important DMAnc.org Certification Workshops.

Sincerely yours,

Laurie B. Beasley, Chair, DMA Northern California
lbeasley@beasleydirect.com

 
   

Super offer from our sponsor MountainTop Data. Registered attendees to any of these workshops will receive $1,000 in free B2B data credits.

 
   

Do your Salespeople Waste Time Generating their own Sales Leads?

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No one waits around the elevator to get leads, at least we hope they don’t, but how many other actions do your salespeople take to get their own leads which are unproductive?  I know salespeople aren’t literally waiting at the elevator to get leads and yet some people say cold calling by knocking on doors is dead.   However, I know medical device salespeople who are successful at it and are not ready to give it up.  Some say cold calling on the phone is dead and yet I know many salespeople making hundreds of thousands of dollars selling on the phone.  

Because I have a marketing background, as well as sales management, I think that the most productive effort salespeople can make is following up on qualified, sales ready leads.  If you can supply your sales reps with 15-25 qualified leads a month, none of them will be caught near the elevator cold-calling.   Of course a marketing automation system to qualify and create the leads and a CRM system for tracking (and qualifying) helps tremendously. 

 The sponsors for this cartoon are Sales Leakage Consulting and The Velos Group.

You can copy this cartoon, leaving in the sponsorship names and use it for your own purposes. 


Marketing Gains Power in the C-Suite

Why Marketing is in the Most Powerful Position in 100 Years

This program addresses the question of who owns the pipeline, sales or marketing and in doing so it becomes apparent that marketing not only owns it but is in the most powerful position in their company in nearly a century.

The sales pipeline, aka the sales funnel, is the long-standing measurement of the past, present, and future for a company. In the not too distant past marketing dumped demand into the beginning (top) of the pipeline and sales took responsibility for the rest of the process.

For years marketing has chipped away, usually unintentionally, at various steps of the sales pipeline to aid the salespeople. Most of this is made possible by marketing automation and telemarketing being managed by marketing. After reading some of the more recent research from Velocify of late and comments by people I respect, I think that the sales pipeline ownership has finally shifted from sales to marketing. Marketing in more sophisticated companies probably manages more than 50% of the pipeline steps now and to me, that means ownership has shifted.

Jim Obermayer is the host with the commentary this week.

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SLMA Radio is the longest running weekly Radio/Podcast program with 502 episodes and 108,000 listeners on the Funnel Radio Channel. 

 

Marketers are the Real Creators of Wealth in B2B Companies

Without the Marketer, Most B2B Companies Would be Regional Door Knockers

"Nothing happens until the sale is made," is most often quoted as a lead-in to praising salespeople. And the speaker is almost right, but we know that deep in our B2B marketing hearts, it all starts sooner than that.

Stu-tell-young-peopleWhy it's Important

"In B2B, nothing happens until the marketer creates demand. Without the marketer most B2B companies would be regional door knockers; they would not be able to go beyond the reach of their salespeople. Marketing in B2B companies creates Wealth. Real wealth. Hardcore, measurable, bottom line profitable dollars that drives the growth of our 11,000,000 plus businesses in the US."

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When Management Calls for Cuts in the Marketing Budget - A True Story

IIStock-585614264t was early September, late in the afternoon on a Friday as I remember, when the company president called me into his office.  It was a medical device company, which had gone public in the previous year.  Sales were going well, so far.

He started off quickly and got to the point.

“I need a favor,” he said.  “We have to cut the budget substantially in this upcoming last quarter; I need $400,000 from Marketing.  Please get back to me on Monday and let me know where you can cut.”

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You can't take credit for what you refuse to measure!

All know the way; few actually walk it. ~Bodhidharma

Bodhidharma was a Buddhist monk who lived during the 5th/6th century CE. 250px-BodhidharmaYoshitoshi1887 (1)  His famous words echo today for marketing.    This blog entry has been one of the best read of our 1205 blog entries and 145,641 views.  We have repeated it three times in eleven years.  It is also one of the shortest we have published. 

Of course, this applies to Buddhism and the long sought after burst of enlightenment, but it also applies to many everyday life goals.  

Everyone knows the way to prove the ROI for lead generation programs, right?  So if this is true, and everyone knows the way, why do so few take the walk?    

There has always been a dose of fear or anxiety over reporting results that might be mixed, and fright that if a lead gen program doesn’t do well, the whole department will be held dreadfully accountable.

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Measurement is the Beginning of Marketing Management

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Measurement is the beginning of marketing management and without a beginning there is no justifiable end. 

While an increasing number of marketers are beginning to realize this, there are those who know it but are painfully learning that they have no choice but to measure what they manage.

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Napkin Marketing Plans are so Yesterday

Do you have a marketing plan or a nasty napkin substitute? 

Why it’s Important:

"Companies without a marketing plan are disadvantaged, they never know where they are going, the cause of the outcome or when they arrived."

Sales Lead Management Association

Napkin

Does senior management actually think that its products are so good that they sell themselves without a marketing plan? Sooner, rather than later, this philosophy will fail and you will have competitors that will succeed by out-marketing and out-selling you. 

A marketing plan is not:

  • Scribbles on a napkin
  • Last years plan
  • Without a Strength, Weaknesses, Threats and Opportunities analysis SWOT
  • A list of tactics
  • A budget or a percentage of sales

A real marketing plan has:

  • A SWOT
  • Goals: A desired future condition:  Its criteria is “a time frame which is long range, (3 to 5 years) and expressed in qualitative or quantitative terms
  • Objectives:  Desired results, specific in nature, limited by time (6 months to one year)
  • Strategies: A plan of action to achieve an objective, a statement of broad tasks or activities to achieve an objective
  • Tactics: Detailed programs or specific activities, methods to implement the strategy.
  • A marketing budget
  • Lead Generation projections based on quota needs

A real Marketing plan is:

  • Reviewed monthly
  • Changes as marketing conditions change

If you don’t have a marketing plan with A  Goal, Objectives, Strategies and Tactics, it’s never too late.   Make sure the plan has a lead generation component (spreadsheet which is campaign based) tied to the sales forecast.  Assign tactics to individuals with a date for completion. 

    More

Is your marketing plan based on a sales lead forecast?

Never Underestimate the Power of Planning

 


How to Identify High-Value Prospects - eBook from Pointclear

Slma-recommended-187TMcDade Ebookitle:  PREDICTIVE B2B MARKET TARGETING

Subtitle:  How to identify Your High-Value Prospects-Before You Run a Program

Published by/Authors:  Dan McDade CEO of PointClear

Gated: Yes – a small gate

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