As human beings, we love to keep score because it fulfills a primal need to compare ourselves to others. Am I “better” than him or her? What must I do to “catch up?” Or is he or she the one who needs to “catch up” to me? Although keeping score can have negative consequences in professional and personal relationships alike, when it comes to marketing automation keeping score – Lead Scoring – can help you accelerate the time it takes to convert a prospect into a customer.
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B2B Sales & Marketing
Customers Can’t Come to You? You Can’t Visit Customers? Now What?
Time to Rethink Importance of Face-to-Face Meetings
by Francois Gau
In a world where the majority of business has shifted into a digital space, tracking your marketing performance is more important than ever. This is a perfect time to evaluate your current tracking process or develop one to implement for your organization. It takes a little bit of time and research to get your baselines, depending on what platform you use for distribution and tracking, but once you have the data, you’ll be ready to track change over time!
Last week, in my previous blog, I talked about the WHY of Making Your Marketing Count. This week, we’ll dive into the WHAT, and next week we'll look at the HOW.
In my career, I learned a few lessons the hard way:
- Understanding the magnitude of the growth challenge
- Focusing quickly on what I could influence, and
- Developing and executing on SMART objectives.
Below, we'll take an in-depth look at each of those factors.
About seven years ago, at a previous employer, my team and I were leading one of the most significant programs launched in the industry. It was disruptive, utterly different than any other competitor's offering, and aimed at an emerging demographic we weren't used to communicating with at the time.
Growing in slow to uncertain market conditions calls for a balanced approach
Throughout my career, I had the privilege to interact with many leaders in the Industrial/Manufacturing sector. Our discussions on business conditions netted one common theme: We need more growth. The underlying question was: "How do we break away?"
As marketers, we work tirelessly to move the needle on what often seems like a laundry list of metrics. We look at website visits, conversion rates, generated leads per channel, engagement on social media platforms, blog post shares, email click-through rates… and the list goes on and on. When the time comes to present the impact of your marketing efforts to your boss, you can’t present him or her with everything you measure.
Why it's crucial to get your marketing and sales teams rowing in the same direction and how to do it.
The relationship between marketing and sales departments is often wrought with competition, disputes over credit and finger pointing. Who isn't pulling their weight? Who gets to claim what sale and when? Who is taking priority in decisions and, most importantly, budget?