Customer Marketing: The Flip Side Of The L2RM Coin

Laura Ramos

Let's face it. We probably should have called it "lead-to-loyalty" instead of "lead-to-revenue." (Lead-to-revenue still sounds better . . . at least we're not talking about the funnel . . .)

What I am talking about is automating marketing — what Forrester calls the integrated set of goals, processes, and metrics that shape marketing practices from lead-generation-to-revenue events.

We see business-to-business (B2B) CMOs from companies large and small ramping up technology, processes, and new marketing skills to get their teams to better focus marketing activity on customer engagement and to measure their departments against revenue performance.

But here's the kicker; managing leads to revenue shouldn't end with a signed contract but should continue across the entire customer life cyle. It's about turning leads into long-term loyal customers. After all, a revenue event is a revenue event; it doesn't matter if it happens from engaging with a prospect or with an existing customer.

Read more

From Revenue To Life-Cycle Management: 2014 Investment Imperatives For B2B CMOs

Laura Ramos

As B2B CMOs tally up 2013 budget returns in these final days of December, the need to invest in technology, people, and processes to better manage customer interactions at every buying stage from suspect to advocate will become essential. For those yet to venture into marketing automation in a significant enterprisewide manner, 2014 will be the year to get started.Source: cloudtimes.org

Why do I feel so strongly? Because the business case for lead-to-revenue management delivers credible improvements in marketing program and sales productivity and can no longer be sidelined or ignored. 

In research published earlier this month (subscription required), I talked to marketers, technology vendors, and marketing service providers deep into transitioning from competent campaigners to owners of the new customer relationship. Those involved in marketing automation today recognize that these systems not only affect revenue generation efficiency but also deepen the bonds between buyers and the firms that serve them. 

Read more

Got a Plan for Marketing Summer Camp?

Lori Wizdo

For B2B marketers, June 30th can have a ‘last day of school’ feel about it.  It’s a chance to catch our breath after a full slate of Q1’s kick-offs and launches and Q2’s promotions, tradeshows and roadshows.  But, like today’s kids, who no longer while away the summer playing in the woods or frolicking in the pool, today’s B2B marketers need to use the summer to improve: to build new skills, expand our horizons, and prepare for the new adventures that await us in the fall.  Think of it as Marketing Summer Camp. 

If I were the Activities Director at Camp B2B, I’d build a program of reflection, assessment, and improvement with a focus on::

People:  Make learning a priority.  

Pipeline: Take a hard look at marketing’s contribution to the revenue pipeline. 

Process: Identify your conversion weak spots and remediate. 

Read more

Oracle Acquires Eloqua: A Do-Over For The Era Of Digital Disruption

Rob Brosnan

Today, Oracle announced that it will acquire Eloqua, a marketing automation firm. Oracle positions the deal as a comprehensive customer experience cloud that enables business to create an integrated, end-to-end process of marketing, sales, service, and support. I look forward to insight from my colleague Lori Wizdo on what the Oracle-Eloqua deal means for a marketing and sales alignment.

I think the deal has larger ramifications for the future of all customer relationship marketers and marketing vendors. Here’s my take on the deal:

Read more

Dealing With The “People Part” Of Your Lead-To-Revenue Management Transformation

Lori Wizdo

Demonstrating the revenue return on marketing investment is the No. 1 issue for B2B marketing executives. In Forrester’s Q4 2011 B2B Marketing Organizations And Investments Survey, when we asked marketing execs to identify the most important metrics for their marketing organization, 56% identified a revenue-related metric — compared with 44% for customer satisfaction and 40% for brand awareness. So, it’s no wonder that marketing automation solution vendors vociferously tout the ability of their solutions to track the revenue performance of marketing campaigns and programs.

But, looking at marketing automation solutions solely through the value lens of revenue performance management masks a more fundamental benefit. Marketing automation can transform a company’s marketing operations. These solutions deliver scalability, root out excess cost, improve marketing execution, and provide the basis for continuous incremental process improvement.

Still many marketing execs hold back on investing in marketing automation. They fear the concurrent assimilation of new tactics, processes, and automation will unduly stress their marketing organization. But the transformation is necessary, and the stress unavoidable. Marketing execs need to proactively address the “people part” of their lead-to-revenue transformation.

I addressed these challenges in this recent webinar, which is available on-demand.

In summary, here is what I suggest to clients in inquires about how to lead the overall transition to L2RM:

Read more

ExactTarget Acquires iGoDigital And Pardot

Rob Brosnan

ExactTarget today announced plans to acquire two companies: Pardot and iGoDigital. The acquisitions signal that ExactTarget, only recently public, intends to use its cash reserves to grow aggressively against the competition in revenue, market segments, and features. So what does it mean?

Are the two acquisitions related?

No, the dual acquisitions are a quirk of timing, allowing ExactTarget to drive the marketing technology conversation in advance of Connections, its user conference in Indianapolis next week. I’ll separate my comments to better address each.

Still, I’ll risk a theme for these two acquisitions: Marketing automation without predictive analytics is blind, but analytics without automation is empty.


Why did ExactTarget make the acquisitions now?

iGoDigital Pardot
The acquisition is unlikely to make a big impact in the short term. Recommendations are a small part of the marketing software mix for retailers.  ExactTarget can cross-sell online recommendations into its significant B2C base, but in the end, ExactTarget is acquiring the firm for a longer-term move.
Read more

Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey

Lori Wizdo

Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. Although it varies greatly with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor. For many product categories, buyers now put off talking with salespeople until they are ready for price quotes. 

This buyer dynamic changes the role of B2B marketing in a fundamental way. Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through most of the buying cycle. 

Forrester research shows that today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels.  And they are accessing these channels from an increasingly diverse array of devices. Without debate, the business from business buyer is already much more multichannel than the business-to-business sellers are. Buyers of business products and services are online, in social channels, on YouTube, going to events, and evaluating options on their iPads and smartphones.  The buyer’s journey looks a lot more like this than the linear models (e.g., the funnel) that we usually use as a graphical representation.  

Read more