Generating marketing responses: is it a numbers game?

The implementation of a marketing dashboard built using Cognos (a plug for what’s proving to be an indispensable tool) has meant that, for the first time EVER, we’ve had a single view (almost real-time) of all the responses generated from our marketing activity.  I’m building a scorecard for my team to ensure we generate sufficient web responses (i.e. someone has given us their contact details) to meet our targets…

And the data is giving me a headache.

I’d like to say that my headache is caused by analysis paralysis.  But no – the data is giving me a headache because the numbers DO NOT STACK UP.  In a B2B environment we don’t have the luxury of generating thousands of responses.  Current conversion rates for web responses are low, in part because of the complex solutions we sell and the lengthy sales cycles involved.  It’s almost impossible to attribute a white paper download to a deal worth thousands (hundreds of thousands/millions) of GBP£.  (How we’re able to attribute the same opportunity to a customer attending an event has me shaking my head in exasperation…)

In fact, current measurement systems make it very difficult to justify the investment in digital tactics FULL STOP.  And the measurement issue drives self-perpetuating behaviour.  Tactics are chosen because they are easier to measure, not necessarily because they are the right thing to do.

So I look at my lead targets, the number of responses required to meet these, and the lovely Cognos cut of what the web is generating, and a couple of things become clear: Continue reading “Generating marketing responses: is it a numbers game?”


B2B Marketing Awards: Best lead nurturing initiative

Looking forward to tonight’s B2B Marketing Awards where we, along with our telemarketing agency Slipstream, have been shortlisted for an award.

Nurturing has been an increasing focus for B2B marketers to combat the challenge of the “leaky funnel”.  Whether this be email nuturing or tele nurturing, there was a recognition that responses early in the sales stage were not followed up by sales and opportunities were being missed.

Over the past couple of years, we have been working with Slipstream to develop and hone a nurturing process, based on an approach that looks to replicate a sales call and the buying cycle of the prospect.  Known as “Learn, Scope, Select” the process flow attempts to map relevant material, assets, marketing events, etc. to the buying cycle for a particular IT issue.

The IT journey is mapped out in three stages: Continue reading “B2B Marketing Awards: Best lead nurturing initiative”