Editor’s note: Today’s post is from Erika Goldwater, a veteran in demand generation strategy for early stage companies. Leadspace has been getting buzz lately, I wanted a “how-to” on them and Erika delivered. Enjoy.
Imagine how great it would be to build a profile of your ideal customer, and then find plenty of prospects that match that profile, all in just four easy steps? And what if your sales and marketing teams could easily “vote” on those leads, ensuring only the best of the best make it into your virtual lead database?
That’s exactly what you can do with Leadspace, the leading B2B social demand gen solution. Leadspace uses semantic search technologies, so you can tap into social, internal and external data in real time to discover, enrich and enhance prospect data. What’s more, Leadspace incorporates subjective input as well, using a Pandora-like interface that allows your team to score and prioritize each lead.
The result: You maximize marketing effectiveness and sales conversion, by generating hyper-targeted, accurate, highly relevant lists.
This entire process takes a few minutes. For example, let’s put a quick hypothetical campaign together right now.
Our Campaign Objective: Invite 50 marketing buyers in the Boston area to an exclusive event with key thought-leaders. We’re targeting midsize to large enterprise organizations (based on revenue) in the biotechnology industry. This is an invitation-only event, and space is very limited – so there is no room for error in inviting the wrong person, it could cost a sales opportunity. The list needs to be impeccably targeted to support a comprehensive campaign including multi-touch email, direct mail and tele-prospecting.
Here we go:
Step 1 – Define our Ideal Buyer Profile
Years 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…]
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:
- Best Practices for Building A Revenue Machine
- Sales and Marketing Alignment Reality Check for Marketers
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.
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:
Brought to you by Lead Generation Software by Marketo
Last month I was fortunate enough to sell the internet phone company I co-founded to Vonage. As Vocalocity rebrands itself as Vonage Small Business, Vonage will increasingly come to realize how it has acquired a sales machine.
Funnily enough though I do not attribute our success to developing fancy online phone technology (which we did) but instead from a very early stage we built a killer lead nurturing process and coupled it with a highly efficient inside sales process that closed business hand over fist. Major props must go to Mr @funnelholic, Craig Rosenberg, who helped us pull together our sales funnel from day-one.
So, what does all this have to do with the sometimes non-sexy subject of email marketing?
Well, having built something in Vocalocity where a core mantra was to sell-sell-close this has somewhat changed with my latest venture Flashissue. Instead, I find myself preaching an unlikely message: stop selling. In turn, I could have easily titled this post
“How to stop selling and still win business in 5 easy steps”
I wanted to do something very simple with Flashissue, make it mind blowingly easy and fast to create a sales email newsletter. My goal was to build it for me, the individual – aka the sales person – and not the full-time marketing manager. [Read more…]