It may seem late to be asking this question, given how long we have been talking about it. However, recent conversations with partners in the UK and the USA show that the term is used to mean so many different things that it’s a good idea to make it clear exactly what we are talkingRead more about What is Sales Enablement?[…]
Best-in-class” companies across a wide range of industries are twice as likely to use a DAM (or MAM) system for marketing functions than the average company in their respective industry. These same “best-in-class” companies reported a 23% year over year reduction in time to market, and an 18% increase in average return on marketing investments.Read more about Marketing Asset Management made easy[…]
A recent Linkedin survey of over 6,300 buyers, marketers and sales shows what content buyers rate important. What content do you need to produce, manage and distribute for effective sales enablement? A summary is that customers still rate the “what is it and what does it do” content most highly but your customer facing peopleRead more about For sales enablement – what content do you need?[…]
The obvious answer would be to just spend more time selling. But the apparently obvious isn’t always best. Where does the 20% more selling time come from? According to numerous respected analyst reports, customer surveys, sales enablement vendors and countless anecdotal reports, B2B sales reps waste at least 20% of their time searching for theRead more about If you got 20% more selling time what would you do with it?[…]
There were virtually no marketing automation systems in use when American historian Daniel J. Boorstin told us
“Technology is so much fun but we can drown in technology. The fog of information can drive out knowledge.”
Today’s marketers are drowning in technology. There is a platform for creating and sending emails, another one for social media, yet another one or two for online content management. The list goes on. In fact 50% of Enterprise marketing teams use multiple automation systems. It isn’t surprising then that 85% of them don’t feel they are using these systems to their full potential.
These statistics are all very interesting – but what do they actually mean in practice?
We asked a group of Enterprise marketers – all using marketing automation systems – three simple questions that revealed some very interesting answers. Read more AboutBlow out the fog and draw in the knowledge …
In a world where over 80% of buyers educate themselves about suppliers’ products and services online, nine out of every ten Product Managers believe that buyers do not have access to correct and current information.
In other words most suppliers today “educate” prospects with out-of-date, incorrect and erroneously duplicated information.
It’s not intentional. Suppliers want to provide the best information but managing distributed content is complicated and expensive. Most marketers and product managers lose control over their content once it goes online or is distributed to resellers.
Although understandable, this status quo is unacceptable to buyers. Whilst researching the problems they want to solve, prospects consult supplier websites, LinkedIn company pages, trade publications, blog posts, white papers and user forums. Suppliers with contradictory information across these platforms are becoming increasingly less likely to be trusted and shortlisted. Read more AboutStop playing Russian roulette with your products …
This outward Nirvana is not all that it appears to be. Here are a few sobering facts;
- Three out of five marketing automation programmes fail,
- Only 8% of B2B marketers use automation to nurture relationships with existing customers,
- Most automated marketing fails between the sales stages of awareness and purchase; this is widely attributed to lack of content.
The situation is complicated even more by the fact that half of the B2B companies that have adopted marketing automation use more than one system. With over 200 systems to choose from and no single one that covers all marketing channels perhaps this isn’t so surprising.
Industry pundits comment extensively about the need for clean data, high quality content and a great plan to make marketing automation work. Several high profile experts have gone as far as saying that lack of these key ingredients means that most businesses aren’t ready for marketing automation yet. They might be right, especially when you consider that 85% of B2B marketers don’t feel they are using their automation platforms to their full potential. Read more AboutBe careful what marketing you automate…it might cost you your sales …
And rightly so; the promise of driving awareness about a product or service into a conversion funnel that delivers qualified leads, increases profit margins and drives business growth is highly attractive. No wonder that spend on sales and marketing automation is forecast to increase 60% this year (Raab Associates).Among all of this potential, there are downsides to sales and marketing automation that are causing B2B marketers to re-think their strategies and ways of working with these technologies.Sales and marketing automation can dumb down your business, creating the opposite outcome from the quality sales pipeline sought. In this series of short posts we consider the three big traps that could result in unwanted dumbing down. Read more AboutDon’t let your sales and marketing automation dumb down your business …
A B2B Cloud based SaaS company with 250 employees, 30 channel partners worldwide and 50 field sales (remote) is spending approximately £600,000 each year on marketing content.
- Marketing have to run multiple campaigns and online events with a major product releases every 3-4 months. They can measure effectiveness of lead campaigns based on conversion increase but do not have a granular view of costs per type of content.
- Sales teams and Partners have to be continually updated on new offerings. This is time consuming and expensive.
- Sales teams find it time consuming to locate relevant content to send to prospects/accounts for the stage in their CRM. This is causing them to miss their targets.
- The partner portal is continuously updated but there is no data to find out if partner teams are promoting latest content.
- Content packaging (Video, audio, documents) is outsourced to a digital media company and costs approximately £12,000 per campaign package. This is viewed as too expensive.
The solutions with Andomise
With Andomise, the marketing team could…
Over the next few years, strengthening customer engagement will be more important to a sales person’s success than any other business development activity. Why? Because today’s fully engaged customers are already spending 23% more with the suppliers they trust. Sales people will change their behaviour to follow the money. A B2B sales person’s roleRead more about Changing role of B2B sales people[…]