The Royal Revenue Rumble webinar is now on-demand on the Funnelholic! We took on a completely different format — Jason Miller moderated/refereed. Justin Gray from LeadMD represented Marketing and I represented Sales. We argued over 10 sales-marketing alignment issues. It was a blast…check it out
Editor’s Note: I asked Jean Spencer of Kapost to put together a “how-to” for the content marketing automation software, Kapost. This is a very cool company based in Boulder, Colorado and is making the lives of content marketers around the world easier.
In the world of B2B marketing, content has taken center stage. Nine out of 10 B2B marketers are using content marketing and, as numerous studies explore, inbound tactics deliver promising leads into the sales funnel.
In a world where buyers screen their phone calls and research options independently of salespeople, marketers use content to attract those buyers and nurture them toward purchase, setting up sales with a pipeline of qualified leads and potential revenue. And we all agree more revenue is a good thing.
But what marketers (seemingly) can’t agree on, is what kind of tool will help them deliver results.
Less than half of B2B marketers report having a documented content strategy. But as the number of blogs, tweets, videos, and eBooks increases the deluge can be overwhelming.
You need a software that can manage your content assets, a single place that keeps track of your strategy, production, and analytics.
Say hello to, Kapost (yes, I’m biased…but, seriously, this product rocks. I use it every day. Ask me anything.). Today, I’ll show you how to use Kapost to manage your editorial calendar.
The editorial calendar is the hub for content management—and, as far as we’ve seen, it’s the most requested feature in content organizational tools.
Hopefully, by the end of all these steps, you’ll be a master of the editorial calendar (and drooling to see what else Kapost can do).
Step 1: Identify Your Contributors
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: 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.
Have I mentioned that we are hosting a lead nurturing webinar on December 4 at 10AM pacific with Mary Firme from Reachforce and Justin Gray from LeadMD? With lead nurturing, we are well past the “why” and are all ready for the “how”…join us to learn: 7 Steps to Put your Lead Nurturing on Steroids.
No, but really. I love when I go bonkers on a topic for a couple weeks. It lets my sink my teeth into it. We have recently had a couple great posts on the topic:
- Lead Nurturing Lessons from the Street: What Jill Konrath taught me and didn’t even know it.
- How to Create a Lead Nurturing Campaign Guaranteed Not to Deliver Results
I have been dwelling on the topic and I need a break from other content so I am live streaming the things in my head. But first an image. I wanted something related to point #5 below, and found this image from Tom Henrich.
I have written in the past how the marketing automation now marketing software market has changed and that I longed for the days of big news, public spats, and gossip. One of my most visited posts was Ridiculous Ramblings about the Marketing Automation Market. (Twitter counter is broken so don’t be deceived by the number of tweets)
It got boring….but maybe the fun is back: Hubspot announced that Joe Chernov will be joining their team as the VP of Content. To start the fun, they did a really creative announcement ala a baseball free agent signing. (Love that)
Joe and I had a great time when he was with Eloqua. His tenure marked my favorite times in the marketing automation now marketing software space. He is such a passionate guy who just isn’t afraid to fight for what he thinks is right. He is so Boston. (compliment). I was going to say he is a fighter. (Marketo may agree) But to describe Joe as a fighter doesn’t paint the right picture. Yes, he had public spats but it wasn’t for show. It was because he believed he was right. It was fun and uncomfortable at the same time. I certainly didn’t agree with him on everything but I loved DM’ing back and forth with him. I missed him from the marketing space. But he is back and he joins Hubspot which means we will see and hear him again.
Welcome back dude. Or as Denzel Washington might say: “My man…”
Backstory: I asked Matt Heinz to write a post on lead nurturing. He told me to look at some posts on the Heinz Marketing blog and I found 10 steps to a terrible lead nurture campaign. I enjoyed it, it was funnelholic-esque but I didn’t want Matt or the author Nichole McIntyre to do any work. So, instead, I took my favorites from the post and added some commentary.
I am about to go on a content rush on lead nurturing. We are hosting a webinar on the topic on December 4 at 10AM pacific with Mary Firme from Reachforce and Justin Gray from LeadMD: 7 Steps to Put your Lead Nurturing on Steroids. Overall, I am glad we get to talk about lead nurturing again. When marketing automation first came to market, it was all any was talking about. Now, the amount of content created on the topic has dimmed a bit. That’s a mistake. Now is the best time to talk about the lead nurturing process. We have learned a ton over the last couple years about what works and doesn’t work, but more importantly, we have learned that when done right, it is a game-changer for demand generation ROI.
Before we move on to the content, please enjoy this picture from grahamc99 – I chose it in honor of Nichole’s original title: “10 steps to a terrible lead nurture campaign.” Whenever, I think terrible, I think of Terrible’s casino for some reason. Whatever.