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What’s Hot on the Demand Creation and Marketing Technology Front? #SDsummit Recap

Marketing technology is a little bit like potato chips…betcha can’t implement just one! And just like America’s favorite snack, there are a LOT of flavors to choose from and more being created every day. (Chicken and Waffles? Really, Lays?)

Last week at the SiriusDecisions Summit in Orlando, Laz Gonzalez and Terry Flaherty explored five important areas where technology impacts demand creation. No matter how they sell, B2B organizations will be investing in new platforms in the coming year and beyond – no wonder the room was SRO! Here is an overview of the five marketing technologies.

Area #1: Predictive Modeling

Predictive Models leverage internal and third-party data to identify accounts/contacts that have a high propensity to purchase.

Impact: Better quality leads lead to improved waterfall conversion and the ability to target campaigns to partners selling complementary solutions into existing buying centers.

Scope of Effort: Medium

Current Adoption: Low

How to measure success: Pre-Inquiry – TOFU metrics and sales hunting efficiency

Vendors: Mintigo, Leadspace and (shameless plug) Lattice

Area #2: Social Syndication

Social Syndication allows suppliers to extend their message out to reseller networks with minimal effort, effectively “putting words in the sellers’ mouth”.

Impact: Improved ability to enable sales to engage with prospects through social channels, higher adoption by partners, and increased net new leads through the channel.

Scope of Effort: Low

Current Adoption: Low

How to measure success: Inquiry-MQL – Content amplification, click-through rates, net new leads, sales/partner engagement and marketing influence

Vendors: purechannelapps, TIE Kinetix, StructuredWeb, Zift Solutions

Area #3 Advanced Nurture

Advanced Nurture is the ability to deliver highly relevant and dynamic content across all touch points on the buyer’s journey – more relevant emails, website personalization, banner ad nurturing, etc.

Impact: Improve acquisition, engagement and conversions and achieve higher lead acceptance and registration rates by partners.

Scope of Effort: Medium

Current Adoption: Medium

How to measure success: MQL-SAL – Mid-funnel conversion rates and asset utilization

Vendors: Salesforce Pardot, Marketo, Oracle, Salesfusion, Silverpop, Ektron, Sitecore, CrownPeak, Adobe, OpenText, Bizo, Demandbase, ion interactive, vendemore, ReachForce

Area #4: Sales Enablement

Sales Enablement is the ability to assist sales during their buying cycle to address buyer requirements, arming them with content, strategies and other tools for success.

Impact: An increase in sales rep effectiveness and higher productivity as well as greater engagement by partners will help marketing realize a positive impact on their demand creation programs.

Scope of Effort: Medium

Current Adoption: High

How to measure success: SAL-Close: Campaign materials downloaded, late-stage conversion rates, access and engagement of SMEs

Vendors: SAVO, Skura, Jive, ChannelEyes

Area #5: Closed-Loop Reporting

With Closed-Loop Reporting you can report on leads throughout the demand waterfall – achieving visibility into the upper waterfall, and later, into pipeline deals and POS data.

Impact: Better visibility into campaign effectiveness, partner performance, program mix and tactic performance.

Scope of Effort: High

Current Adoption: Medium

How to measure success: Registered deals, marketing contribution to pipeline

Vendors: Full Circle CRM, SmartLead, GoodData, Zyme, ChannelInsight, Entomo

Whew! There’s a lot out there to take our already modern marketing to the next level. I highly recommend you check out the slides if you weren’t able to attend the session. There’s a lot of great advice and prerequisites that I couldn’t cover in one blog post!

   Image Credit(s):                Mike Mozart                    

Written by

Jenna Keegan
May 30, 2014