What Every Marketer Should Learn From Weird Al

Editor’s note: Today’s post is from Docket CEO Jason Wesbecher. This will be Jason’s fourth post on the Funnelholic. If you like the post, please vote for Jason to give a talk about the marketing savvy of Weird Al at this year’s SXSW Interactive conference; you can vote here.

marketing, demand generation

The web should have made Weird Al Yankovic irrelevant years ago. When the Internet killed the video star, much of Weird Al’s source material evaporated. Without Beat It or Like a Virgin playing in heavy rotation on MTV in the 1980s, how could Eat It or Like a Surgeon possibly exist? [Read more…]

“I Have No Idea What Marketing is Doing” said the Rest of the Organization

sales and marketing alignmentYears ago I was in charge of marketing and demand generation for an online media company. We were publishers whose main product was leads. We would generate leads on our clients’ behalf via content syndication, webinars, etc. We had one client that bought as many leads as they could from us. They had metrics and conversion rates that they would present to us each quarter, a team of marketers working on demand generation and an agency, and an inside sales team dedicating to qualifying leads for sales. Their game was tight. We revered them. [Read more…]

Mo Money Mo Problems: New Age Impediments to Sales and Marketing Alignment

Before you read further or prepare to leave a comment below that I have missed the core elements of sales-marketing alignment, please read my previous work here:

I am a proponent, consultant, advocate for the core elements that have to be in place for sales and marketing alignment and those posts should help you see my point of view. In other words, yes I understand that things like shared expectations and responsibility are critical, but this post is focused on what I consider recent developments in the sales-marketing cold war.

First of all, let me say that a lot of companies are really trying. The relentless blogo-sphere rantings on aligning sales-and-marketing have brought more organizations to the table. Many companies have a qualified lead definition, have shifted real revenue-generation responsibility to marketing, track their efforts, and have generally attempted to become modern revenue machines. I love it. Marketing is at the big boy table. A giant first step has been taken.

Let’s explore some of the new issues hampering alignment but before we do — please take note: I will talk further about these issues with Jason Miller from Linkedin and Justin Gray from LeadMD on an amazing webinar on February 25th at 11am. This going to be a really cool format: We are hosting a debate. I will represent sales and Justin will represent marketing. Jason will attempt to moderate us. Both sides will be represented. Be there for the fight of the century.

sales, marketing, marketing automation

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How to Use Full Circle CRM to Build Powerful Demand Generation Funnels in Salesforce

Editor’s note: Today’s post is from Bonnie Crater, President and CEO of Full Circle CRM. As you might imagine, posts on funnels are a favorite of mine…Enjoy!

Funnels are great tools for understanding exactly how sales and marketing functions are working – both on their own and together.  At Full Circle CRM we believe that leveraging CRM systems (like Salesforce) is the best way to get the most accurate and complete funnel metrics across your entire demand generation organization. Salesforce tracks a ton of response information from both your sales and marketing efforts and provides some great insight into your overall demand generation health. With Full Circle CRM’s native Salesforce Marketing Performance Management application added on top of your Salesforce instance you are able to get a more complete picture of the key metrics your funnels are tracking to truly understand how your overall demand generation efforts are performing.

Let’s take dive a little deeper into how to leverage Full Circle CRM to get the most out of your demand generation funnels in Salesforce.

Step 1: Define Your KPIs

The first step of building out any report is determining what exactly you are trying to measure.  The same is true with your demand generation funnels.  KPIs can be anything from generating a particular number of MQLs (Marketing Qualified Leads) to having a specific amount of days it takes responses to move all the way through funnel (aka velocity) to having sales accept 50% of the leads that marketing sends over (conversion rates). These are going to be different for each company but with Full Circle CRM enhancing Salesforce’s ability to track critical performance metrics at a granular level you can easily set up reports in the standard salesforce.com reporting UI to track these across any category that is relevant to your business.

Step 2: Assess Baseline Metrics

The key metrics that we find are the most helpful to track are the volume, conversion rates, and velocity of your funnels. Volume tracks the sheer amount of responses that are being generated and is a critical metric helping you determine if you are generating enough raw leads to hit your revenue goals. Conversion rates show the quality of the responses and how effective your organization is at transitioning responses between different funnel stages or departments.  Velocity shows how quickly responses move through the funnel and is an important metrics for finding and eliminating bottlenecks in your processes.

conversion rates, demand generation

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Lead Qualification: Defining your Qualified Lead (infographic)

Editor’s note: I get asked all the time to post infographics. As a general rule, I don’t like to post them. However, if I am a mentioned in the infographic and there is a cartoon image of me????  Don’t judge me, but I gotta do it. Please send any complaints to our complaints department (which we have still yet to hire). Net-net, this is a great infographic so enjoy:

How to Define the Lead of Your Companys Dreams Infographic

Brought to you by Lead Generation Software by Marketo

Best Practices for Following Up on Inbound Leads

Today’s guest post is from Derek Singleton of Software Advice. A great writer who recently published research on converting inbound leads. Enjoy his post!

As an online business, Software Advice thrives off connecting with business-to-business (B2B) software buyers on the Web and the phone. Since our company was founded in 2006, we’ve learned a lot about B2B buyer behavior on the Web—and we wanted to share what we’ve learned with the B2B sales and marketing community.

Toward that end, I recently analyzed data Software Advice collected from more than 6,000,000 unique visitors between January 1, 2008 and August 31, 2013. What I found offers insights into when B2B buyers research on the Web, when they convert on a website and when you can get them on the phone. As inbound marketing (and inbound leads) become a larger part of the overall B2B marketing mix, I believe it’s important to understand these behaviors.

Here are a few of the my most interesting findings, along with additional insights provided by Craig.

A Lightning Fast Lead Response Time Significantly Improves Qualification Rates

A few years ago, InsideSales.com published The Lead Response Response Management Study, reporting that calling a buyer within 5 minutes of converting on your site leads to dramatically improves your changes of qualifying that buyer. I wanted to know what happens if you call in 5 within seconds of converting, which our phone system allows us to do.

While I expected to find that calling this quickly would improve our qualification rate, it was pretty stunning to see that when we call a buyer within 5 seconds of converting on our site, we qualify that buyer at a rate 30 percent higher than our average qualification rate.

Qualification Rates at Second IntervalsLead generation, inside sales, sales development [Read more…]

What is REVTalks?

The Funnelholic is a media sponsor for a new, upcoming event for marketers: REVTalks in San Francisco on January 27th, 2014.  36 great speakers. (Yes, 36). What we liked was the number of practitioners that are speaking. For me personally, practitioners means great content. (If you have ever heard Meagan Eisenberg you will know what I am talking about. She is always doing some forward-looking marketing) These are the people that have to do it not just talk about it. I asked Debbie Qaqish from Pedowitz Group 7 questions about the event which we present to you in this post. Enjoy!revenue marketing

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