Consider Revenue Architecture When Selecting Your Tech Stack Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web, research with influencers and engage 1:1 with sales people. An effective buyer experience across […]
Marketing Automation is of particular value when pursuing a higher volume lead generation or demand generation model.
In a recent Quora post, we answered a question about the value of marketing automation. If you generate – or seek to generate – a high volume of leads (100+s) from the web from self-directed buyers, then yes, you will value having a Marketing Automation platform.
Consider Marketing Automation as part of a broader “technology stack” – there is the “Martech Stack” and the “SalesTech Stack” – we look at these together as the “RevTech Stack”
Their are a number of leading players in marketing automation – Marketo, HubSpot, Eloqua, Pardot, SharpSpring, Act-On, Infusionsoft, Mautic and others.
Prices range from a few 100 per month to many $1,000s – a lot is based on volumes (size of lists etc), but there are also a wide range of feature sets.
It is difficult to recommend any one system. We use SharpSpring, Pardot, HubSpot and Marketo. All of these are solid systems. Consider the integration and platform ecosystem (e.g. Pardot is part of the Salesforce Cloud).
SharpSpring users now have access to a new social media and calendar features. Content Calendar: A bird’s-eye view of your social posts, email sends, and blog articles. Social Posting: Post directly to Facebook, Twitter, and LinkedIn without leaving SharpSpring. Social Listening: Monitor social media activity with customized listening feeds. New Trigger/Filter: Create automations based on […]
Inbound Conference is underway in Boston with record attendance. We have been fortunate to work with HubSpot and Inbound Marketing strategies for 10 years and we remain committed to Inbound as core element of an effective marketing and sales strategy. Yet, we also see that Inbound is under increasing pressure as more and more firms adopt the strategy and crowd the airwaves with “attractor” content. In 2009, when we published a blog post, we could often rank on the first page of a google search results the very next day – now it is far more difficult to get results. What can we do about it?
We believe that businesses need a more enduring and well-constructed approach to capture customer value. They need a revenue architecture that delivers world-class buyer engagement. Buyer Engagement is the universal approach to delivering the right experiences and messages at the right time to the right buyers. Buyer Engagement is about building meaningful relationships with buyers – with an equitable exchange of value – that translates into predictable and sustainable revenue growth. Buyer Engagement happens across the organization and across Marketing and Sales.
This is a guest post with a backgrounder on Spam and eMail tactics. Email spam, or junk mail, is sending and receiving unsolicited messages via email. While most spam messages are actually untargeted promotional emails, a percentage of junk emails also contain disguised links to familiar websites, but which are actually phishing attempts, or host malware meant […]
The buy-sell process for B2B high consideration products and services is complex and highly collaborative involving team selling to committee buying. Virtual workspaces like Smart Rooms from Journey Sales facilitate this process by helping account teams share, collaborate and communicate with buying teams throughout dynamic sales and onboarding lifecycles. Journey Sales built Smart Rooms natively on […]
This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture. The commercialization process prepares you to introduce products and services into the market. There are several different frameworks that describe the product development process in detail and commercialization is typically included in this overall […]
Traditional account sales is an important, but expensive approach to market. Traditional marketing programs are not account-centric and often fail to deliver the needed impact at the account level. Targeting strategic accounts requires that marketing and sales work in partnership to orchestrate effective account-based marketing and selling. Yet, customizing an approach to a specific […]
I often hear the use of the word Blogs when referring to Blog Posts. Blog: A single website or web page with multiple posts. Blogs: Multiple websites containing posts (not the posts themselves) Post: An individual entry on a blog. A blog is short for weblog. A weblog is a website consisting of entries (posts) that are displayed in reverse […]
Traditionally, marketing teams generate leads, while sales teams close deals. With the web and the shift of the customer buying process and business-to-customer interactions, the lines between marketing and sales are blurred. Companies today know that they need to adapt, but how?
Growth-focused companies often wrestle with aligning marketing and sales to maximize revenue growth. A key goal is establishing a “service level agreement” between marketing and sales teams that defines both the required quantity and the characteristics of the ‘MQL” or Marketing Qualified Lead”. But there is more to it then that. Marketing and sales teams today, must work together to orchestrate the customer experience end-to-end and generate leads, nurture opportunities in the pipeline and ultimately convert sales. And, they need to track this end-to-end so they can attribute revenue to marketing programs and campaigns and see what is working and not working.
A useful framework to manage this end-to-end process is the “Closed Loop Marketing Architecture”.