There was a scene (Season 4, Episode 10) that caught my eye where Ari Gold, the agent for the star of the show, Vincent Chase, has to go sell a movie to the studio boss where he has absolutely no chance in hell. I don’t want to bore you on too much background. Just focus in on how he sells the movie. [Read more...]
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
Optimizely helps organizations optimize their websites via A/B testing. (Pretty surprising considering the company name…I am full of big surprises) I only mention this because they clearly know how to create pages that convert. In other words, copy them. I don’t confess to be the world’s greatest web designer (please see the Funnelholic design for example) but I do know marketing, follow marketing trends, and know who we should all copy and follow. The simple call-to-action home page is one of my favorites if not my #1. This is not a new trend, but clearly one that has not been picked up by 99.3% of business websites out there. Oh and this is the shortest blog post I have written in years but I think I make my point. Check it.
I’m trying to channel my inner Billy Beane. No, I don’t imagine that Brad Pitt will play my role in a made-for-Hollywood true story. You see, I’m a marketer at a mid-sized software company (DNN). In Marketing, we’re like the front office of a ball club. We make moves and stay on the look-out for interesting opportunities. But like Billy Beane’s Oakland A’s in the late 90’s and early 2000’s, we have limited resources, compared to the New York Yankees of the software world. Despite that, management expects us to contend for a championship. This means that we have expectations comparable to the Yankees, but far less resources available. You know what else? The “Moneyball” tactics employed by Billy Beane (i.e. using analytics to derive unfair gains against statistically-averse competitors) are now commonplace in Marketing. That means that “test, measure, adapt, interate” is part and parcel of being a marketer today. Beating the Yankees requires far more than that.
Marketing Got Complicated
But wait, there’s more. According to a research report commissioned by DNN, marketers at mid-sized companies are faced with an increasing degree of complexity in the tools and systems they use.
[Download a copy of the report, “Marketing Got Complicated: Challenges (and Opportunities) for Marketers at Mid-Sized Companies.] [Read more...]