Accelerate your Sales Funnel with Marketing Automation

Atri Chatterjee, CMO of Act-On Software and Shawn Elledge, Founder of DemandCon
Marketing automation gives a company the tools it needs to accelerate their sales funnel. In fact, according to Aberdeen Group, marketing automation can provide:
• 46% Increase in Annual Revenue
• 26% Increase in Lead Conversions
• 25% Decrease in Cost Per Lead

Join Atri Chatterjee, CMO of Act-On Software and Shawn Elledge as they discuss how to use marketing automation to accelerate the sales funnel – and increase revenue.

The following 5 steps will be discussed:
1. Develop Content
2. Keep Score
3. Cadence | Progression
4. Handoff to sales
5. Measure & Refine
May 16 2012
62 mins
Accelerate your Sales Funnel with Marketing Automation
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  • Lead Scoring: The Science of Sales Conversion Recorded: Feb 18 2014 55 mins
    As markets become more fluid and fragmented, it becomes increasingly complicated for marketers to deliver the right messages to the right potential buyers to cultivate ready-to-buy leads. Traditional demographics are failing as a method for identifying likely buyers, so how do modern marketers keep up?
    Join us to explore the world of lead scoring. Learn how to cultivate a tight relationship between sales and marketing by identifying hot leads, ranked and scored based on profile characteristics and tracked online behavior.

    This session will cover:
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    • The lead scoring equation: Profile + Behavior = Likely Buyers
    • Using lead scores to influence marketing & sales messages
    • Cultivating sales & marketing alignment
    • Case Study: NuGrowth Solutions
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    After the first and second iterations of Google’s Penguin update, which was aimed at sites conducting black-hat link building, the world of link building (actions aimed at increasing the number and quality of inbound links to a page) seemingly changed. Especially with Google’s new Hummingbird algorithm setting the stage for the future of mobile search. Authoritative websites that are focused on the end user and links that you want are now the key focus.

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  • Marketing Alchemy: Turning Leads into Gold Recorded: Sep 18 2013 49 mins
    Become a marketing alchemist and turn leads into gold. Learn how to: align with Sales to understand the four “whats,” understand your market’s key interests, handle responses to provide both short and long term gains, and translate what you have into what people want so you can attract the most promising buyers.
  • From Clicks to Conversions Using Text Analytics Recorded: Aug 29 2013 55 mins
    Companies are investing millions of dollars to build an eCommerce site focused on driving more traffic, delivering on brand promise and increasing sales success. Yet customer visit bounce rates remain well over 50%, while online conversion percentages have flat-lined at <2% over the last decade.
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  • 10 Steps to a Unified Content Marketing Process Recorded: Aug 14 2013 46 mins
    In today’s information-abundant world, buyer-centric content targeted to specific personas and buying stages is more important than ever before. However, larger organizations have been slow to establish efficient processes for content creation, leaving individual departments responsible for creating their own content. This lack of process leads to inconsistent, redundant, and low-quality output—as well as poorly utilized resources and wasted content.

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    ●Distribute your content to drive results at the top, middle, and bottom of the funnel
  • Where the Rubber Meets the Road: Executing your Content Strategy Recorded: Aug 14 2013 45 mins
    Content marketing strategy and Buyer Persona development are the cornerstones of effective demand generation. However, translating the strategy behind those initiatives to the latest technology for effective execution can be a huge speed bump for many organizations. After the dust of consultants, executive roundtables and planning workshops clears you're still left with the glaring question of “how”.

    The fact is, utilizing marketing automation to facilitate this complex process is a must, and in order to do so effectively, we need to implement a scalable, repeatable process rooted in best practices. In this session, you will discover:

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  • You’ve Got Buyer Personas, Now What? Recorded: Aug 14 2013 48 mins
    Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.

    In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:

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    · Why it’s crucial to perform a content audit AFTER you create buyer personas

    · How to create a progressive content storyline that builds pipeline momentum

    · What it means to create persona-driven content that’s highly engaging
  • Develop a Winning Content Strategy With The Power of Buyer Personas Recorded: Aug 14 2013 47 mins
    Developing a content marketing strategy remains one of the toughest challenges in B2B Marketing today. At the same time, it is near the top of the list of priorities for got-to-market strategies in the new digital age. Developing and defining an effective content strategy starts with understanding your audience of customers and buyers. How can you get to know your audience of customers and buyers?
    In this session, you will learn of the Power of Buyer Personas to help you deliver the right content, to the right buyers, at the right time. Shaping an effective and on-target content marketing strategy. You will learn from the creator of buyer personas, what a buyer persona is, how to gain deep buyer insights, and how they inform content strategy. In this session, you will discover:

    •What is a buyer persona and why the original definition still matters

    •How to acquire deep and profound buyer insights

    •How to use the powerful modeling tools of buyer persona and buyer insight development

    •How deep buyer understanding helps you organize for content strategy effectiveness
  • The Secret to Scaling Quality Content Marketing Recorded: May 15 2013 50 mins
    To build thought leadership, your company needs to be heard on a regular basis and become synonymous with insightful, credible content. When the discussion turns to scaling content marketing efforts, many up-and-coming thought leaders become paralyzed out of fear of losing control over quality and voice. This severely limits their market potential and cripples their ability to compete with other industry players.

    Join us on May 15th at 2:00 PM EDT as we share insider knowledge that will help you learn how to have your cake and eat it, too. Discover how to unleash your potential, create momentum, and become your company’s content marketing hero
  • Data Mining Social Media Channels for BtoB Lead Generation Recorded: Apr 24 2013 46 mins
    BtoB Sales and marketing professionals frequently cite LinkedIn as one of the most valuable social networks to incorporate in a marketing and sales strategy. In fact, some statistics report that LinkedIn is 277% more effective for BtoB lead generation than Twitter and Facebook. However BtoB professionals are having trouble grasping how to get the most out of this powerful network.
    Register for this webinar and learn how Shawn Elledge, CEO of Demandcon and Josh Turner, Founder of Linked University use eGrabber, the industry’s most accurate Internet research technology to capture, append & update BtoB prospect lists.
    We will discuss data strategies that work, what doesn’t, and how to build a highly targeted prospect list.
  • It’s What you Know about Who You Know: 5 Steps to Turning Data into Revenue Recorded: Dec 5 2012 48 mins
    Companies are collecting a ton of information about buyers and their behaviors, but too many aren’t using it to improve the sales process, and ultimately drive more revenue. In addition to missing a big opportunity, they risk being shunned by more educated, sophisticated and demanding customers and prospects who expect to be marketed to as individuals.
    In this session you will learn more about what sales and marketing can do to deliver amazing buying experiences that convert. Specific areas to be covered include building a centralized database, segmenting, personalizing the website experience, using dynamic content and getting personal via automation.
  • Account-Based Marketing in 2013 - A Demandbase Survey Recorded: Nov 28 2012 61 mins
    Results from a Demandbase/Ziff Davis survey on B2B marketing priorities, challenges and the Account-Based approach to marketing
    B2Bs sell to accounts – that is obvious to B2B salespeople but historically hasn’t played a s significant role as marketers plan demand generation programs. Where sales focuses on the accounts that are most likely to become revenue, marketers are often still running campaigns focused on generating a high volume of leads with the right titles, working in the right departments - regardless of account, when the reality is that you need to do both.
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  • Digital Marketing for SMBs - The Big Equalizer Recorded: Oct 3 2012 51 mins
    Multi-channel digital marketing has given SMBs reach, leverage, and efficiency.

    This talk will focus on the digital marketing tactics of the top performing SMBs. Real customer case studies will demonstrate how companies with small marketing teams are using techniques in outbound demand generation, content creation, search optimization and social media to optimize lead to revenue management.

    Attendees will leave with a clear direction of how to evaluate their current digital marketing and specific tactics for improving them.
  • Measuring Marketing Impact and Key Issues Felt at the Exec Level Recorded: Oct 3 2012 48 mins
    There is a need for B2B Marketing ROI yet we’re still not there. According to Adobe’s 2012 CMO report, fewer than 20% of executive B2B marketers have the ability to measure ROI. SiriusDecisions reported in their 2012 CMO survey that CMOs number one concern was demonstrating ROI. Unlike the B2C marketer who has one consumer that could be making a single web commerce transaction which is tracked from start to finish, B2B marketers are faced with a buying committee of six to eight purchasers and a buying path that has become more digital over the years yet does not mirror the accuracy of digital tracking that a B2C marketer has. We will discuss key ingredients from operational companies that others are using to successfully measure B2B Marketing ROI for both inbound and outbound techniques.

    Moderator: Jon Russo, CEO, B2B Fusion Group

    Brian Kardon, CMO, Lattice Engines
    Hunter Montgomery, Vice President of Marketing, Vocus
    John Petralia, Head of Marketing, Bloomberg
    Corey Livingston, Sr. Director, Marketing Operations, Level 3 Communications
  • Case Study: Mimecast’s B2B Data Makeover Story Recorded: Oct 2 2012 47 mins
    With business contact information degrading at a rate of 2% per month, duplicate records, missing fields, and other universal data problems, Senior Marketing Manager Beverly Chiarelli needed to give Mimecast’s marketing database a quality makeover. In this session, learn how Beverly leveraged CleneProspex to: Make the business case for conducting a data hygiene project.

    - Diagnose the state of her database quality and segmentation patterns
    - Improve email deliverability, sales productivity, lead scoring efforts and response rates
    - Find hidden revenue opportunities within her marketing database

    Attendees of this session will receive a complimentary Database Assessment Report from NetProspex.
  • Are you still selling at the speed of dial-up in an always-on world? Recorded: Oct 2 2012 42 mins
    Session description coming soon!
  • Integrating Telesales & The New Sirius Waterfall Recorded: Oct 2 2012 29 mins
    Mr. Wright will discuss how organizations can adopt the new SiriusDecisions waterfall and truly integrate Teleprospecting seamlessly into inbound and outbound demand generation programs. While many organizations have used some flavor or Teleprospecting or tele-qualification to drive leads into the funnel, marketing and sales teams must properly align their resources with best-in-class demand generation modeling and measurement, clearly defined SLAs and hand-off processes, and a Nurture strategy that continues the conversations started by either Digital or Human interaction.

    “Teleprospecting is more important than ever” – SiriusDecisions
  • Are you still selling at the speed of dial-up in an always-on world? Recorded: Oct 2 2012 45 mins
    Session description coming soon!
  • Buyer Engagement: Top 10 "Worst Practices" and What to Do Instead Recorded: Oct 2 2012 43 mins
    Are you acting or believe that today’s demand generation strategies render everything else null and void? Are you creating marketing content that one’s own boss, CEO or mom would not accept or consider? Are you over-relying on marketing technology vs. live human conversations and interaction?

    Want to know more about these and seven other thought provoking issues please join this breakout presentation featuring Randy Byrne, VP of Marketing at Malvern Instruments and Michael A Brown, President of B2B Engage. Participants will learn how Malvern Instruments applies on-line and off-line “best practices” to provoke direct responses and engagement, and advance leads through the funnel.
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  • Title: Accelerate your Sales Funnel with Marketing Automation
  • Live at: May 16 2012 6:00 pm
  • Presented by: Atri Chatterjee, CMO of Act-On Software and Shawn Elledge, Founder of DemandCon
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