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Marketing and Sales Can Speak the Same Language with a Demand Funnel

Chris Porreca, Marketing Operations Analyst at Concur Technologies & John Sweeney, DemandGen UK
In this session Concur will explain their process for creating an automated demand funnel in EMEA. This funnel drives incoming leads all the way from creation, through nurturing, lead engagement, and sales process up until close. Learn how they involved multiple departments and tailored their solution to their core EMEA markets to make their business more predictable and scalable.
Jun 20 2012
60 mins
Marketing and Sales Can Speak the Same Language with a Demand Funnel
Demand Lead Management Marketing Automation
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Demand Generation

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    In this webcast, Jeff Maloy will explore the most critical issues to building, using, and applying the results of a virtual marketplace including:

    • Establishing the marketing or business problem you are trying to solve, and identifying when these types of models are most appropriate.

    • Understanding and modeling how "agents" (e.g., consumers, businesses) behave, interact, and network.

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    •Testing alternative targeting, messaging, marketing, media, and competitive response scenarios using a dynamic simulation tool.

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  • Aberdeen Group research shows that it takes an average of 10 marketing touches for an unqualified lead to become a closed-won deal. No wonder then that content marketing is at the top of the agenda for so many b2b marketing leaders – content is the currency that drives these interactions. Featuring new content marketing and management research from Aberdeen Group, this webinar will share best practices on content marketing practices and types driving the results across the b2b revenue cycle.

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    • How top-performing companies think about content like offers;
    • Preferences for measuring the impact of content, from inbound traffic to conversions;
    • An ROI for content marketing best practices; and
    • Case study examples of successful content marketing practices.
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  • Leading industry expert, agency CEO and Author Simms Jenkins will provide specifics and actionable tips and insight into how email remains the hub of digital marketing in a mobile and social world.

    Jenkins' session will :
    - Explore how and why the mobile age is transforming the "inbox."
    - Articulate what's at stake for your brand if your email program doesn't translate to smartphones and tablets
    - Explain why your email marketing is a strong foundation for social and mobile marketing success.
    - Equip you with ways to immediately optimize for and navigate the social and mobile currents.
    Read more >
  • Leading industry expert, agency CEO and Author Simms Jenkins will provide specifics and actionable tips and insight into how email remains the hub of digital marketing in a mobile and social world.

    Jenkins' session will :
    - Explore how and why the mobile age is transforming the "inbox."
    - Articulate what's at stake for your brand if your email program doesn't translate to smartphones and tablets
    - Explain why your email marketing is a strong foundation for social and mobile marketing success.
    - Equip you with ways to immediately optimize for and navigate the social and mobile currents.
    Read more >
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    To manage this shift marketers need to acquire new skills, and in particular a solid and logical content planning methodology that puts them in control.

    How do you put a plan in place? Stephen Bateman of strategic marketing consultancy Concentric Dots will take you through 6 steps to a solid content marketing plan, using a tried and tested framework that pulls together 6 cohesive marketing and publishing disciplines:

    1. Know your audience
    2. Audit your content
    3. Map your content to your buyer
    4. Create your editorial calendar
    5. Promote your content
    6. Measure your performance
    Read more >
  • Google is doing everything it can to ensure remarkable content becomes the fuel at the heart of online digital marketing performance. The companies who are responding most effectively are responding by transforming their marketing teams into publishing powerhouses. But as a poll in our last webcast with Lee Odden showed, many companies are at the early "Stretch" phase of getting to grips with content marketing, so they need a more planned approach.

    To manage this shift marketers need to acquire new skills, and in particular a solid and logical content planning methodology that puts them in control.

    How do you put a plan in place? Stephen Bateman of strategic marketing consultancy Concentric Dots will take you through 6 steps to a solid content marketing plan, using a tried and tested framework that pulls together 6 cohesive marketing and publishing disciplines:

    1. Know your audience
    2. Audit your content
    3. Map your content to your buyer
    4. Create your editorial calendar
    5. Promote your content
    6. Measure your performance
    Read more >
  • Too many companies treat social media as if it's a one-way conversation. They set up Twitter and Facebook accounts and then start pumping out updates. But if you aren't listening to what your fans, friends, customers, critics and competitors are saying, you're missing the whole point of social media. The new economy is about engagement and for that, you have to listen. More importantly, there's a real-time battle for understanding what's in the head of your consumer right now. Bryan will discuss a specific set of steps for listening effectively in order to build an effective marketing strategy. Real world examples will include how listening can help drive better reach, product development, improved operations, shorter sales cycles and lead generation.

    About the speaker:
    Bryan has extensive experience in all areas of brand marketing with a focus on integrated communications and strategic business planning. Bryan’s leadership as CEO has helped lead his agency through consistent growth over the last 10 years, earning a spot as one of the fastest growing private companies in Silicon Valley. Bryan is active on social media with over 100k followers, a speaker, and featured blogger.
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  • Showing the true value of social media is a marketer’s biggest headache. We need to get away from “fuzzy” measurements and focus on real quantifiable metrics. That way we can understand what’s working, identify what’s not working – and revise our strategy accordingly to ensure the best results.
    In this webinar, we will show you how to accurately measure the ROI of social media for B2B lead generation.

    We will focus specifically on:
    - The framework needed to measure social media’s ROI
    - The path to an effective social media strategy
    - Powerful messaging across the social networks
    - Vital integrations for a successful social media campaign

    This presentation will be followed by an open Q&A session, where you will have the opportunity to ask our social media experts panel for help and advice with your B2B marketing campaigns. Don’t stay in the dark when it comes to the value of your social media campaigns! Join us and learn how to effectively measure their real value.

    About the speaker:
    Daniel Kushner is the Co-Founder of Oktopost, a marketing expert and social media guru. As the former VP of Marketing at innovative high-tech company Nolio, Daniel grew sales with double digit growth year over year. Daniel has been in the field for more than a decade and has successfully led the online marketing departments of various global organizations.
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  • One reason social media continues to be viewed as experimental to senior marketers is the confusion many marketing teams have on HOW to implement social listening as a feeder to new business. Grasping at the latest fast fan acquisition strategies, or thinking of social media as mainly a PR channel misses the potential social media has to really deliver on the primary business goals of recruiting, engaging, and converting new customers and revenues. Innovative marketers are using social media listening as a gold mine for delivering growth.

    Join the MarketBridge team as Lane Douglas, Principal for Social Media Solutions uses real cases studies to show how finely tuned listening tactics as the priority in social media can lead to the conversions you and your executive team desire.
    Read more >
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Demand Generation Channel

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  • Deciphering Customer Buying Patterns Recorded: Jun 6 2013 49 mins
    How modern marketers can leverage a prospect’s “digital body language” to determine engagement and likelihood to buy.

    Your buyers are evolving and they are changing the buying patterns that we’ve traditionally observed. It’s stating the obvious that B2B Customers will take certain actions and make certain decisions in order to buy your products and services. But are these activities random? Are there patterns you can detect and leverage? Based on qualitative research conducted from companies using marketing automation and CRM systems, this webinar will teach you 10 ways to leverage online buyer behavior for your content strategy, lead scoring modeling, nurture triggering, and sales insight.

    What You’ll Learn:

    - Which behaviors do prospects commonly exhibit early in a buying cycle

    - What type of activity patterns suggest that it’s time for sales to engage with a prospect

    - How can online engagement be used in lead scoring models

    - Which activities should be used to trigger your nurture programs

    - How you should display these behaviors through your marketing automation and CRM system for better sales insight

    Join us for this exciting webinar hosted by David Lewis, CEO of DemandGen International, Inc. (www.demandgen.com) and author of Manufacturing Demand – The Principles of Successful Lead Management (www.manufacturingdemand.com).
  • Enabling the Channel to Amplify your Message Recorded: May 2 2013 63 mins
    In this month’s Marketing Automation in EMEA webcast series John Sweeney (DemandGen) welcomes two companies Oracle | Eloqua and Zift Solutions who together are leading lead the charge in providing innovative technology solutions to Partner Marketers.
    The session will cover:
    · The challenges of delivering scalable and trackable Partner Marketing Programs flexible enough to meet the needs of multiple Partners

    · How Partner Marketing enablement tools create better Partner Marketing Programs

    · Examples and Case Studies from successful technology enabled Partner Marketers
  • Using Webinars & Videos to Generate Revenue Recorded: Apr 11 2013 47 mins
    In this webinar John Sweeneyprovides a Case Study on how DemandGen uses video and webinar as part of its marketing strategy. DemandGen, the world’s largest Integrated Lead Management consultancy, use video and webinar content to generate names, nurture leads and close new business. This webinar will describe the role video and webinars play in the company’s lead management process and the progression of prospects the through the Demand Funnel.

    · Top of Funnel - Building a community through webinars (on the BrightTALK DemandGen Channel)

    · Middle of The role of video and webinars in lead scoring and lead nurturing

    · Bottom of Funnel - Using video and webinars to close new business

    John Sweeney, Managing Director of DemandGen UK, will share insights on how best to combine video and webinars into a demand generation activities and provide examples of how to use video and webinar effectively.
  • Integrated Lead Management – How Data Driven Marketing Increases Revenue Recorded: Mar 14 2013 39 mins
    Demand Gen are the world’s leading consultancy for Integrated Lead Management, Marketing Automation and Inbound Marketing. In this webcast John Sweeney and Richard Harris from DemandGen will provide practical insights learned from projects with data driven marketing departments.

    In this session you will discover how a data driven marketing approach feeds an integrated lead management system and delivers an increase in marketing attributed revenue. Content includes case studies from award winning clients leading the successful deployment of marketing automation platforms.
  • How to Build a Sales and Marketing Machine Recorded: Feb 7 2013 47 mins
    Most CEOs regard improving sales and marketing alignment as an important priority, and with good reason. Highly aligned organisations consistently outperform their peer group when it comes to revenue and profit growth. But best-in-class levels of sales and marketing alignment can only be achieved through tightly integrated planning combined with common processes, goals and metrics and technology . Fortunately, it’s easier to achieve than you might think.

    Bob Apollo, Managing Partner of Inflexion-Point Strategy Partners, and John Sweeney, Managing Director of DemandGen UK share some simple best practices that can help to ensure that your sales and marketing teams get along together just fine - as well as achieving outstanding results.
  • “Perfect Valentine gifts to Sales (from Marketing)” Recorded: Jan 24 2013 41 mins
    Savvy marketers have already worked out that generating leads and revenue works best when sales and marketing work together. What would happen if sales professionals could get their hands on sophisticated marketing tools and help share the load? The answer is that they would find super-targeted prospects in online, in social networks and your database.

    This webcast explores the sales enablement tools that are being used today to support lead generation.
  • Social Media and Cloud for Channel Marketing - A How to Guide Recorded: Oct 25 2012 49 mins
    Times are changing in High-Tech Channels.  IDC predict massive restructuring is “due to the emergence and convergence of social, mobile, big data, and cloud based solutions. These forces are expected to cause a substantial churn in the channel”.
     
    Now more than ever Channel Marketing needs to make an impact. Marketing ROI needs to be demonstrated, partner campaigns need to be both scalable and sustainable.  Partners need marketing support and marketing expertise.
     
    Join John Sweeney, Managing Director UK and Olivier Choron, CEO and Co-Founder of purchannelapps. They’ll be assessing the challenges facing Partner Marketers and providing examples of some innovative companies using Marketing Automation and Social Media tools to win the hearts and minds of Channel Partners.
  • The ROI of Buyer Personas Recorded: Sep 13 2012 49 mins
    In this webcast, John Sweeney and Richard Harris from DemandGen and James Ollerenshaw from Forrester will be discussing the reasons behind using buyer personas, the process of creating them for your organisation and some of the use cases and results. Get real input on how to increase your marketing effectiveness with buyer personas.
  • Building and Managing Partner Demand Centres Recorded: Aug 23 2012 50 mins
    Join DemandGen UK, Cisco and Sirius Decisions as they discuss how to build and manage Partner Demand Centers.
  • LIVE VIDEO: Extending the Life of Your Physical Event Content Recorded: Aug 16 2012 45 mins
    Join Andy Wiggans of BrightTALK and John Sweeney of DemandGen UK as they discuss the value of capturing content at physical events and repurposing them for campaign usage.
  • Marketing Automation Gives the Marketing Organization Momentum (Carli Wesson) Recorded: Jul 26 2012 4 mins
    Watch this video and learn from Carli Wesson from Swiss Post Solutions what’s the potential of leveraging Marketing Automation. Carli talks to DemandGen about her the journey of implementing the system and getting the buy-in and trust from stakeholders across the organizations. She also describes the difference of their marketing approach after deploying marketing automation. Finally, she gives some advice on when to work with a partner to fill the knowledge gap and shares her experience on working with DemandGen on their set up and execution.
  • Marketing Automation Creates Global Alignment (Oisin Timoney) Recorded: Jul 26 2012 3 mins
    Watch this video and listen to Oison Timoney from Swiss Post Solutions talk about why Marketing Automation has brought alignment to the organization. Also, he touches on why the benefit of Marketing Automation goes beyond simply allowing SPS to communicate efficiently with its clients, and how it has given SPS a platform to scale knowledge globally. In addition, Oisin talks about how Marketing Automation has given SPS the confidence and visibility on what’s working and what’s not. In this video Oisin explains how DemandGen has provided best practices along the ways, allowing them to rethink their go-to-market plan.
  • Relevancy Drives Conversion-Leverage Marketing Automation System to Drive Demand Recorded: Jul 26 2012 3 mins
    Watch this video and learn from Nirav Patel’s reasons for implementing Marketing Automation and working with DemandGen. Nirav was looking to implement a system that would not only generate a high quantity of qualified leads, but rather highly quailed leads. In this interview with DemandGen, Nirva talks in detail about why batch and blast campaigns do not work and why segmentation is critical. The ultimate goal of the marketing function at Nuance is to generate pipeline and ROI from marketing programs.
  • Take your Marketing Automation System to Next Level James Gunn- Advent) Recorded: Jul 26 2012 4 mins
    Watch this video and listen to James Gunn from Advent talk about the benefits of Marketing Automation, the challenges that come with leveraging the Marketing Automation tool to profile and target customers in a more relevant ways. James also talks about how to get started with Marketing Automation to ensure that Marketing is driving qualified leads to sales. Finally, he gives some advice on working with experts such as DemandGen to ensure that you are building a scalable and effective system.
  • DemandGen Customer Overview Recorded: Jul 26 2012 7 mins
    DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems including Eloqua, Marketo and Salesforce. We are the trusted advisor to the world's leading marketing and sales teams combining superior service, business process, and technology expertise.
  • Build a Lead Scoring System that Work for Sales Recorded: Jul 25 2012 3 mins
    Watch this video and learn what to avoid when creating a lead scoring program. Holly Gage from The Forum Corporation talks with DemandGen about the difference between creating multiple-profile or single-profile lead scoring models. In addition, she gives very practical advice on how to integrate the sales team in the design phase of a lead scoring program.
  • Establishing Your Demand Funnel: Having a Process from Click to Close Recorded: Jul 24 2012 48 mins
    Traditionally, the mind of the marketer is on demand generation: filling the funnel for the sales force. Today, while that’s still a key first step toward customer acquisition, Marketing’s role now extends far beyond the top of the funnel: to establishing the “sales and marketing factory.”

    In this webinar, you’ll learn how to align sales and marketing by creating a demand funnel that provides the taxonomy, process, and metrics for effective demand generation.

    You'll learn:
    •How to start the process of aligning sales and marketing
    •Why a Demand Funnel is a critical first step for effective demand generation
    •Sample funnel models and case studies
    •How lead scoring and nurturing interact with the Demand Funnel
    •How the Demand Funnel should used to measure pipeline velocity


    David Lewis is a dynamic speaker, metrics-based marketer, and successful "Inc. 500" entrepreneur. As founder and CEO of DemandGen International, his team educates and works with sales and marketing teams on effective lead management, online marketing, marketing automation, and CRM systems. His speaking style is humorous and energetic; he keeps his audience continually engaged through interaction, sharing stories, and relating experiences.
    With 20+ years of sales and marketing experience, David and has team have helped 100's of the top sales and marketing teams improve their demand generation and customer acquisition programs. His extensive experience will provide you great insight into the challenges and opportunities of the sales/marketing relationship -- which is at the heart of every closed sale.
  • No App Cloud No Cloud Marketing! Recorded: Jul 24 2012 58 mins
    Steven Woods, Eloqua CTO and co-founder, joins DemandGen's John Sweeney. This session examines the Challenges of Marketing Automation for Cloud Marketers and the role of the AppCloud.

    - Why Marketing Automation is needed for Cloud Marketing today
    - What is the AppCloud and how do it work?
    - Why do you need it?
    - Examples of Apps and successful deployments?
  • Global Marketing Automation Deployment (Swiss Post Solutions -- David Dorling) Recorded: Jul 16 2012 3 mins
    Watch this video and learn how Swiss Post Solutions successfully deployed Marketing Automation globally and designed a demand creation framework to drive demand. In this interview, David Dorling talks about how working with DemandGen helped him get the knowledge he needed to execute on a Lead Management process to ultimately drive revenue. Swiss Post Solutions is the winner of the Best Marketing Automation Deployment 2012 Markie Awards.
  • Aligning Sales and Marketing with Marketing Automation Recorded: Jul 11 2012 3 mins
    Watch this video to learn how Concur technologies implemented Marketing Automation to align the sales and marketing team at Concur. In this interview, Chris Porreca talks about how he worked with DemandGen to design multiple Lead Nurturing and Lead Scoring programs to provide the sales team with qualified leads. Concur has won several awards for its remarkable sales and marketing alignment approach, including Eloqua’s Markie award for Best Sales & Marketing Alignment and SiriusDecisions’ annual Return on Integration (ROI) Awards.
Discover what works (and what doesn't) in modern demand generation.
The demand generation channel is designed for technology marketers wanting to learn the latest techniques for driving exceptional demand for their products and services. Featuring leading demand generation practitioners you’ll learn what works (and what doesn’t). You’ll gain valuable insights into reaching today’s ever more elusive buyers. And you’ll see how the latest approaches and systems can significantly improve your results.
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  • Title: Marketing and Sales Can Speak the Same Language with a Demand Funnel
  • Live at: Jun 20 2012 12:00 pm
  • Presented by: Chris Porreca, Marketing Operations Analyst at Concur Technologies & John Sweeney, DemandGen UK
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