Create ‘Smart Campaigns’

B2B Marketing success hinges on how actively Sales engages with your leads. Ideally, the majority of closed sales should originate from marketing-driven leads. Otherwise, sales productivity suffers as sales reps devote more time to ‘drum up business’ and create awareness, while hundreds of valuable marketing leads are relegated to oblivion in a CRM system.

How do you ensure that Marketing is driving your company’s sales performance by delivering leads that leave Sales wanting more?

1. Identify the most responsive targets for each campaign by tapping into both internal and external data. Response rates increase dramatically if your lead-generation analytics make use of data from internal systems (e.g., what was the customer’s last purchase, why did the customer call the service center, did the customer attend last week’s webinar) and external sources (e.g., Google Alerts, news clippings, Facebook, LinkedIn).

2. Measure end-to-end performance. Marketing needs to track campaign outcomes through the entire marketing/sales funnel to optimize future campaign design and execution.

3. Provide context. Sales needs more than a ‘Qualified Lead’ from Marketing. They need the context around the lead to engage the buyer with confidence and credibility. That context could include the rationale as to why the lead is considered qualified, rich profiles about the account and contact, or intelligence on peer companies that have made similar purchases. Qualification is a prerequisite. Context drives engagement.

Learn how playMAKER marketing intelligence software enables B2B Marketers at Fortune 5000 companies to harness the power of data and predictive analytics and maximize the impact of marketing campaigns.

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