lead generation: a journey towards more meaningful pipeline

LEAD GENERATION

A Journey Towards More Meaningful

Pipeline

We are witnessing an industry reactive to changing buyer behaviours and undergoing major restructure.

We are moving and growing at a phenomenal pace, with unexpected competitors arriving on the scene daily.

This in turn opens doors to new channels to deliver to market.

The Disrupters

INDUSTRYDRIVERS

A successful offer is dependent on knowing if the lead is ready

SOURCE: Bizible “The Step-by-step Guide to Measuring Marketing ROI”, Dec 2015

75% ofdecision makers havetaken an appointment orattended an eventbased on anunexpected sales call or email

SOURCE: DiscoverOrg survey of more than 1,000 senior executives

66–90% of thebuyer’s journey is complete beforehe even reaches out toa sales person

SOURCE: Marketo, Lean Content Marketing Report

Companies focus on the10-15% of leads that are immediately sales ready,

Yet they ignore the70% that aren’t

SOURCE: Annuitas, “What’s Worth More?” Sept, 2010

At any given time, only3% of your market is actively buying

56% are not ready40% are poised to begin

SOURCE: Vorsight

93% of Asia Pacific marketers believe digital engagements can drive competitive advantage for their brands

SOURCE: CMO Council, “APAC Digital Directions”, 18th June 2015.

As marketers we have access to numerous

platforms and channels

SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.

Sales & Marketing professionals are working amidst the rise of an aggressive and competitive start up community, born out of crowd funding initiatives and rapid innovation and technology growth.

We need to stay open to new methodologies, with a combination of innovating and adapting to survive.

New leaders are emerging.

The Innovative Adaptors

BECOMING THELEADERS

Source: Demand Gen Report

SDRs are the first point ofverbal interaction witha customer

They mold the customer’s introduction and perception of the company

SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015

Inbound leads eventually dry up

Constantly invest innew lead generation strategies to

prepare for the day whenyour existing lead sources run out

SOURCE: Ryan Denehy, Operations & Strategy at Groupon, Blog post 13th April 2015

Sales leaders seelead volume/quality as more important than

skills training & process

SOURCE: CSO Insights

If marketing hits its goals,but sales isn’t hitting theirs,

then the companyas a whole is lacking

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SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015

Pipeline marketers are focused on understanding where leads come from and the path leads take through the funnel


Of marketers not familiar with pipeline marketing, only28% are tightly aligned with their sales teams


50% of marketers who are extremely familiar with

pipeline marketing are tightly aligned with sales

With the emergence of big data there are big expectations.

There are constant demands to provide insight into sales & Marketing activity and show measurable ROI across all channels and data is integral to creating team alignment.

We need the truest data, best technology and processes to cohesively move forward.

The Data Gurus of Growth

DRIVINGGROWTH

Companies that increased theirstrategic speed improved their

top and bottom lines,averaging

over a three-year periodSOURCE: Harvard and Economist Intelligence Unit study, “How to Harness The Value of Strategic Speed With Alignment & Analytics”, June 2015

40% 52%highersales

higheroperatingprofits

Pipeline marketing is a mindset and set of practices used by marketers focused on getting real results from their marketing


Over 50% of leads in the average B2B contact database are obsolete

Source: IDC Report

Marketing Automation, Customer Relationship Management, and Marketing Attribution Platform

make up the foundation for astrong demand generation program


Industry estimates show that data decays at a rate of25%-30% per year

SOURCE: Annuitas, “What’s Worth More?” Sept, 2010

Data-driven marketing is on the rise

And no wonder - marketers would be 6X as likely to report higher

profits if they usedata-driven strategies,

SOURCE: “Three ways it pays for marketers to be more data driven, Doug Campeljohn, Aug 2015

Data integrity is just as important as lead generation, especially if you want teams to successfully

work the leads you generate

SOURCE: MarketingProfs, “Six Huge Lead-generation Pitfalls That Are Hurting Your Business”, Dec 2015

SOURCE: Marketing Profs, “Six Huge Lead-Generation Putfalls That Are Hurting Your Business” Dec 2015

Whether you attack data integrityall at once or piece by piece,

you provide your team with better quality contacts and a much higher chance at success

Sales ignore a much as 80% of marketing leads

When sales & marketing work well together, businesses are 67% better at closing deals

SOURCE: Marketo & Reachforce

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Consult with SalesPond for sales & marketing alignment

[email protected]

http://www.salespond.com/

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