Demand creation budgets shrank in 2017, but SiriusDecisions made an interesting discovery: The highest performers beat the competition by spending that limited budget very differently. While average performers bought ads, high-performers leveraged white papers, trade shows, and interactive assets in new and interesting ways. Based on the findings of this report we have some EMEA Marketing Recommendations to help you continue to spend your limited budgets wisely while still beating the competition. EMEA Marketing Recommendations#1 – MAP’sMany EMEA marketers are planning to integrate with a MAP (Marketing Automation Platform) in the next 24 months. MAPs are quickly becoming the cornerstone of the modern B2B marketing technology stack because they are more efficient, more powerful, and more cost-effective than using a diverse set of point tools. Used well, marketing automation can tell the story of how your customers interact with your brand, your content, and the people in your company, throughout the entire customer journey. Why add marketing automation to your stack?A MAP can help you organize and manage those complex and time-consuming tasks that need to be coordinated with each other, including:
Efficient alignment of your inbound and outbound marketing strategies, multiple platforms and channels, and programs and processes, is a monumental, manual, tedious, nearly impossible job without using a MAP. Implementing marketing automation can effectively bridge the gap between the various technologies, and empower marketing and sales to work closely together. #2 – Lead ScoringMany EMEA marketers are passing leads over to sales as soon as they get, vs implementing lead scoring but they are not alone. 79% of B2B marketers have not established a lead scoring model. If you don’t know where to start with lead scoring, you’re not alone. But that doesn’t mean you shouldn’t learn: companies that excel at lead nurturing have 9% more sales reps making quotas. Lead scoring is a method for identifying sales-ready leads by assigning values (points) based on predetermined criteria, e.g., industry and job title, website visits, video views, webinar attendance, and form completions. The sum of the points is the lead’s score. Lead scoring offers a lot of value to your business, including:
Here’s an example of what lead scores could look like for some individuals based on their behavior and engagement with common marketing and sales activities:
In this example, Visitor 1 would fall under the interested category and would be funneled into a nurturing campaign of drip emails and marketing outreach, while Visitor 2 is qualified as a lead, and would be moved over to the sales team. Dive deeper into how top European demand creators are spending their shrinking budgets with the SiriusDecisions Report on European Demand Creation Budgets and Tactics. In the report you’ll learn things like:
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