Field Marketing for the 21st Century
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Field Marketing for the 21st Century
Information on field marketing tactics, campaigns, and driving quality leads.
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Demand Generation & Content Marketing Strategy Guide – Marketo.com

Demand Generation & Content Marketing Strategy Guide – Marketo.com | Field Marketing for the 21st Century | Scoop.it
Engage the right prospects with the right content by downloading, Creating Content That Sells: A Guide To Content Marketing For Demand Generation, by Marketo.
denbro's insight:

Marketo ebook with great tips on content marketing and social media to improve demand gen results. Also includes suggestions on how to repurpose existing content plus lead scoring.

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5 Ways to Add Interactive Content to Marketing

5 Ways to Add Interactive Content to Marketing | Field Marketing for the 21st Century | Scoop.it
Content marketing is becoming less about the words you put on a page, and more about the experiences you create for the consumer. As more brands realize this, they’re working with tools that foster…
denbro's insight:

One of the most difficult challenges for content marketers is to attract — and keep — consumers’ attention. Interactive content stands out from “passive content” and transforms content into a 'remarkable' experience. Well written article with excellent examples of each type of interactive content. Would have loved to see B2B examples. Is that because there weren't any?

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Big data – why breaking down the silos between marketing and IT is essential - Fourth Source

Big data – why breaking down the silos between marketing and IT is essential - Fourth Source | Field Marketing for the 21st Century | Scoop.it
IT industry analyst, Gartner, predicts CMOs will spend more on IT than CIOs by 2017. This is being driven by the rise of areas such as digital and social m
denbro's insight:

Management consultancy, McKinsey, estimates that data-driven companies are 5% more productive and 6% more profitable.


It is vital that CMOs and CIOs combine their skills when it comes to Big Data. CMOs should create the use cases and outline goals for initiatives, and CIOs then need to evaluate these and build requirements and feasibility studies that meet them. Big Data is a key weapon in ensuring business competitiveness, but projects are more likely to succeed if IT and marketing work together to deliver the benefits for their organization.

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New PwC Study Quantifies Importance Of CMO-CIO Relationship

New PwC Study Quantifies Importance Of CMO-CIO Relationship | Field Marketing for the 21st Century | Scoop.it
denbro's insight:

PwC’s “Sixth Annual Digital IQ Survey” found five commonalities among the most successful companies:

The CEO is an active champion for digital technology.The best of the best all look outside the enterprise for good ideas—not just inside.All of the best performers invest in evolving the IT platform and infrastructure to adapt to digital and emerging technology.They all have an enterprise view of their digital investments.There’s strength in the CMO/CIO relationship.

 

Key takeaway: It isn't a relationship if marketing is just handing off its IT problems to the tech folks.

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The Secret Behind the Perfect 15-Second Sales Pitch | OpenView Labs

The Secret Behind the Perfect 15-Second Sales Pitch | OpenView Labs | Field Marketing for the 21st Century | Scoop.it
Having trouble capturing your prospects’ attention or getting your foot in the door? Sales expert Jeff Hoffman says the solution is to take a less-is-more approach with a 15-second sales pitch.
denbro's insight:

Good three tips on how to improve cold calling results. 

After you lead the call off by focusing on the customer (a step that should always come first in any sales call), it’s time to tell the prospect a little bit about yourself. Tell the customer who you are and which company you work for, but make sure that the language you use ties back to the sales trigger you mentioned in the first step.

 

The second step should serve as a connection between you or your company, and the prospect or their company. But whatever you say about yourself there should be fewer syllables than what you said about the customer. You want to almost make half of this 15-second message about the customer.

 

The third step is to finish with a compelling statement and a request that's easy for the prospect to do.

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Sean Goldie's curator insight, February 18, 2014 12:02 AM

Cold Calling is not Cold selling, disarm and engaging is the goal!

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Lead Quality vs Quantity: 3 Ways to Strike a Balance | OpenView Labs

Lead Quality vs Quantity: 3 Ways to Strike a Balance | OpenView Labs | Field Marketing for the 21st Century | Scoop.it
Caught in a struggle of lead quality vs quantity? Intronis CMO Aaron Dun shares three ways to strike a balance and boost both.
denbro's insight:

If you treat every lead the same way, or you don’t have a scoring system in place that tells you which leads are more sales-ready than others, you’ll have a lot of waste or you’ll end up sending leads on to sales that aren’t really ready for that step. “You have to marry the ideas of inbound marketing and content marketing together with lead scoring and nurturing to build a holistic system,” Aaron Dun explains. “That allows you to attract and cultivate a wide range of lead cohorts.”

 

Excellent advise for all organizations - not just growing SaaS companies. As marketers we want tonot only produce more leads, but to also filter and nurture those leads in a way that sends only sales-ready, high-quality opportunities to the sales team.

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B2B Lead Blog » B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales

B2B Lead Blog » B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales | Field Marketing for the 21st Century | Scoop.it
denbro's insight:

Many prospects aren’t ready to talk to Sales early in their consideration. Sales might not want to talk to them. And that’s OK, that’s why we have lead nurturing. 


Savvy salespeople know it's unlikely marketing will ever gather all the information needed to BANT qualify a lead. But, even if marketers could deliver such leads, the best salespeople want to start the conversation before the buyer defines the criteria too strictly. 

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Seth's Blog: Q&A: Purple Cows and commodities

Seth's Blog: Q&A: Purple Cows and commodities | Field Marketing for the 21st Century | Scoop.it
Earlier in this series, I wrote about the failure of Survival putting me at the end of my publishing rope, publisherless.
denbro's insight:

Another great post from Seth Godin. Every time you say, "all they care about is price," you've just said, "they don't really care, they just want to get the buying over with, cheap."

 

But, whatever the 'thing' is that you produce, it doesn't have to be a commodity if you don't want it to be. The key take-away is that there is no magic to make your 'thing' interesting to everyone. But, there's opportunity in every industry, in every segment, for any product or service that has become a commodity. With enough effort and care, you can find those that are interested enough if what you create that they'll choose to talk about it. 

 

And if you can't, go make something else. Something that people will choose to care about and talk about.

 

 

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Staple Yourself to a Lead

Staple Yourself to a Lead | Field Marketing for the 21st Century | Scoop.it
Read this blog and learn how stapling yourself to a lead can help you understand your lead management processes.
denbro's insight:

Good points about how important it is to take yourself on the buyer's journey. For example, how long does it take for a sales rep to follow up and how much of the information do they know about what you shared with the company? Another good take-away is ensuring multiple groups are not hitting the lead at the same time.

 

One very important step was omitted - the handoff of a lead that sales determines is not 'sales ready'. These prospects also need a smooth hand-off, though in this case in the opposite direction. To truly achieve 'No Lead Left Behind' it's equally important to understand how the buyer wants to be nurtured until they are ready to make a purchase.

 
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How CMOs and CIOs Feel About Collaboration

How CMOs and CIOs Feel About Collaboration | Field Marketing for the 21st Century | Scoop.it
Last year, 44% of global CMOs surveyed by Accenture felt that there was no need for alignment with CIOs. This year's Accenture study of the CMO-CIO relationship finds a
denbro's insight:

The main reason for more CMO-CIO alignment? Digital, according to both groups: the leading reason among CMOs is that marketing is more about digital now, which requires more technology; while the leading reason among CIOs is that technology is more available and can be applied to marketing in new ways

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Infographic: Brands on social media are 57 percent more likely to increase sales leads

Infographic: Brands on social media are 57 percent more likely to increase sales leads | Field Marketing for the 21st Century | Scoop.it
Organizations active on social media not only get more leads, but have more engaged workers and are seen as fiercer competitors.
denbro's insight:

Would you like to increase sales leads? Do you want your organization to be seen as a fierce competitor?

 

Answered 'yes'? Then become more active on social media according to a new study by LinkedIn and Altimeter Group. Their findings are depicted in an infographic with lots of interesting factoids. In a social economy, businesses that aim beyond transactional engagement and invest in community and relationships are 57% more likely to see an increase in sales leads.

 

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New research: Which marketing tools provide the greatest ROI | @HeinzMarketing

New research: Which marketing tools provide the greatest ROI | @HeinzMarketing | Field Marketing for the 21st Century | Scoop.it
denbro's insight:

The research tells us that reach is just as important as range. Not only does expert brand building require spreading your voice across multiple channels, but also with a diverse collection of marketing tools. According to the experts surveyed, using both online and offline techniques allowed them to cultivate their brand throughout their industries.

 

Above all, your firm needs to find the combination of marketing tools that works best for you. As you try different approaches, watch your metrics to track where you see the best results and build from there. By spreading your reach across multiple channels, you can determine what effort is worth what degree of return. While you will almost certainly see stronger results from certain tactics, the best overall return will come from a diverse combination of tools.

 

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Meeting the Mobile Marketing Data Integration Challenge

Meeting the Mobile Marketing Data Integration Challenge | Field Marketing for the 21st Century | Scoop.it
Switch from a channel-centered to a customer-centered approach.
denbro's insight:

A lack of systems integration prevents this data from capturing customer-centric metrics such as customer lifetime value, a metric not only essential for calculating return on marketing investment, but also for understanding purchase history and shopping behavior.

 

To develop a strategy for successful data integration, marketers need to adopt a CRM-centric approach. Unlike a channel-centric approach, which optimizes broad channel-specific metrics, a CRM-centric approach focuses on specific customers to gain insight into the experience of each individual.

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How Social Media Influences Purchase Decisions - Business 2 Community

How Social Media Influences Purchase Decisions - Business 2 Community | Field Marketing for the 21st Century | Scoop.it

Informative infographic showing the impact of social media on purchase behavior. Though based on consumer decisions there is an important take-away for B2B marketers in terms of social media's ability to not only influence the buying journey but also the shorter time to buy. What's also interesting is the importance of Youtube almost tied witH Facebook and LinkedIn in terms of influence.

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Email Marketing ROI - 4 Ways to Measure Success

Email Marketing ROI - 4 Ways to Measure Success | Field Marketing for the 21st Century | Scoop.it
The focus of successful email marketing campaigns is to create a relationship of communication and touches.
denbro's insight:

Good article with useful information to guide you in measuring email campaign success. Opens and clicks on links are old school. The true measure of the email’s success is going to be if the opened the email, clicked on a link, went to your landing page, and filled out a form to download a white paper, eBook or other promotional offer.


 

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Marketing Technologists Play Pivotal Role In Move To Data-Driven Marketing

Marketing Technologists Play Pivotal Role In Move To Data-Driven Marketing | Field Marketing for the 21st Century | Scoop.it
The delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies.
denbro's insight:

In the early days of online marketing, it was IT, rather than the marketing team, that typically carried out the technical aspects of marketing campaigns. Today, the roles of technologists and marketers have blended. In fact, Gartner predicts that marketers will spend more on technology than IT teams by 2017.


Marketing departments have become more tech-focused. Succcessful marketers have an understanding of technology as data has become the backbone of modern marketing. 

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Billy Beane, Moneyball & Modern B2B Marketing

Billy Beane, Moneyball & Modern B2B Marketing | Field Marketing for the 21st Century | Scoop.it
Earlier today, I sat through a surprisingly relevant keynote speech by Billy Beane. Beane, the General Manager of the Oakland A’s, spoke to the marketers gathered for Silverpop’s event in Atlanta.
If...
denbro's insight:

I was not at the event but enjoyed reading about Billy Beane's keynote and its relevancy to marketing. He likened Moneyball to card counting in a casino: You don’t win every hand, but you DO win enough hands in the long run to make money. But the strategy only works when you stay with it for the long haul.


The advice - stick with a rational, objective, quantitative strategy. The tools take time to set up, and they take time to understand. It takes time and patience to track campaigns, develop lead scoring models and get visibility into your funnel.


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