Is Your Marketing Program Set Up for Measurable Success?

As B2B Marketers we spend a lot of time, effort and resources creating lead generation programs that drive engagement, higher lead scores and ultimately sales conversions. Your program is finally ready to launch. But, you know that uneasy feeling you get just before you hit the GO button?  The nagging feelings of...
"I didn't forget anything, right?
I linked up everything I needed to, right?
Everyone is on deck and ready to respond when its time, right?"

You convince yourself you are ready and everything looks GREAT!  You hit the GO button and what happens next?

We know it takes multiple interactions to turn a lead into a prospect and usually these interactions involve both sales and marketing.  This means both teams need to be armed and ready for the next follow up.

Here’s a checklist to go through to make sure you are set up for success before launching your next demand generation program.

  • Are you prepared to capture segmentation data for ongoing nurturing and qualification efforts? Don't go asking for everything all at once!  Ask for basic information initially and build from there.  It’s key that this information is stored in a place that both sales and marketing can access.  Marketing needs to know when and what kinds of nurturing campaigns to push these people through and sales needs to know what marketing programs prospects are interacting with.  Here's a few ideas on different ways to segment your marketing data.
  • Have you agreed with sales on what a qualified lead looks like? This is seems like a basic step, but you'd be surprised by how many marketing and sales teams are not in alignment. Agreeing on lead definitions can help you develop your marketing automation lead scoring effectively.
  • Are you emailing pdfs with your follow up emails? Remember attachments can get hung up in spam filters.  Consider putting your docs out on the web and link to them.  This also enables you to track who’s visiting this page.
  • Do you have a process in place for distributing qualified leads to sales contacts as they are identified? Getting in touch in a timely manner is key.  Make sure everyone is clear how leads are being routed.
  • Do you have a program in place to nurture or cultivate your not-yet-qualified leads? One and done doesn’t work in B2B so you need a plan for staying in touch.  Different mediums with different offers is key here.  Not everyone responds to the same things.
  • Do you know what offers to use to get them to further identify their needs and situation so you can determine if they are ready to buy today? Nurturing programs help build awareness, make sure you have the right kinds of offers in place to build on your prospect profile.
  • Do your sales and marketing teams know what to follow up with in response to different types of inquiries? If someone reaches out to you about Product A, your follow up should include more information about Product A that opens the door for a discussion.
  • Do you have a program in place to measure and track the results of your various sales-lead generation, cultivation and sales follow-up programs? You need this.  How else do you know what’s working and what isn’t?
  • And, in my opinion, the most important question – Do you know what new customers originated in marketing and what programs helped drive them to the finish line?

Being able to show real ROI from your marketing efforts is key.  It drives so many “what’s next” decisions.  Are you ready for what happens next when new campaigns or programs launch?

Having clean and enriched data is essential to any marketing program. Find out how ReachForce can help you achieve greater results by scheduling a live demo.

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