Implement marketing practices: demand generation, product marketing and sales enablement
Situation As Revenew expanded its core verticals from Consumer and Mobile Electronics to Financial Services, Manufacturing and Hi-Tech, the need for additional marketing expertise became evident; marketing was no longer synonymous with marcom.
Developing the strategies, tools and content with a continuous focus on metrics ensured that limited marketing funds were being utilized to drive the maximum number of qualified leads given the restricted budgets.
Leadership Implementation and communication of the data quickly became cornerstones for achieving success. With the company changing management, business models and customer targeting it become very important to ensure the right tools were implemented and transparency was provided for “real-time” optimization. Presentation of concepts, studying industry best practices, and demonstrating sound ROI models with accountability were essential for me to demonstrate to the leadership team that we were able to generate sales leads quickly.
Result Through several planning meetings, we developed a strategy that laid the foundation for marketing automation tools, measurable goals and scorecards, and customer targeting. I then began the process of implementing the tools (Google Analytics, Marketo, Salesforce) and working with internal partners to establish a platform that leveraged the SiriusDecisions Demand Waterfall, tracked key metrics, and created foundational reports to provide the sales team with transparency to data for opportunity management and forecasting. Through these tools we have been able to optimize our budgets and evolve our processes. Examples include an evolution in our event strategy to include event invitation and lead follow-up, increased focus on conversion speed from lead qualification to appointment setting, and keyword selection based on content optimization. Next steps include defining clear organizational roles, optimize content development (landing pages, automation strategy, and keyword optimization) and measurement of conversion rates (volume and velocity).