Tag Archives: Demand Creation

What Constitutes an Offer Rejection?

Offer acceptance analysis examines a contact's offer engagement with the goal of helping marketers better understand the contact's areas of interest (e.g. issues, solutions, products) and preferred content format (e.g. case studies, whitepapers, events). Marketers can use this insight to drive more effective targeting and messaging in their demand creation efforts to increase conversion rates. On the other hand, offer rejection analysis – looking at the types of assets and/or promotions a contact opts not engage with – also provides insight into a contact’s area of interest by pinpointing what he or she is not interested in. Using the insights from offer rejections, a marketing team can more effectively determine the next best offer for a contact, which can help boost demand creation effectiveness. However, measuring offer rejection is not as clear-cut, nor is it frequently used by most b-to-b organizations.

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The Correct Way to Define a Lead

Too often, when marketing leaders sit down with their counterparts in sales to discuss lead definitions, the only factor considered is what sales wants. While this discussion is relevant and valuable, the result is typically one of two scenarios:

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Pipeline Acceleration: What’s to Be Done?

In my previous post, I explored the benefits of breaking down the sales pipeline into specific zones in order to drive more effective pipeline acceleration programs. We looked at the main program types – rapid entry, intra-pipeline and last mile – and explored how marketing can best prepare and engage with sales to push new and stalled opportunities through the pipeline more quickly. Let’s turn our attention now to look at what marketing can deliver to ensure program success. In essence, all activity should be designed to educate and encourage the prospective buyer to feel confident enough to move forward, or educate and enable the sales executive to be in a position to re-ignite the opportunity. SiriusDecisions recognizes two major tactic categories to achieve those goals: stimulus offers and (sales) enablement offers:

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From Likes to Leads: Tips for an Effective Conversion Strategy

The overuse of the word “like” in our everyday communications is flagrant. As much as I hate it when I hear others tossing the word meaninglessly into their conversations, I still catch myself doing it. Like so many others before me, I blame Frank and Moon Unit Zappa and their 1982 song “Valley Girl” for my transgressions. Now, thanks to the introduction of the “like” button on Facebook in 2009, we have another “like” to contend with – and this one is just as rampant. Sure, Facebook “likes” have their place; it’s the quickest and easiest way for a contact to show appreciation of a post or a page. But clicking “like” has become almost as commonplace as peppering our conversations with the word “like.”

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When Best Practices Aren’t Best Practices

The more time I spend as an analyst, the more I dislike the term “best practice.” I think it is often misapplied. Let me explain. What's best practice for me may not be best practice for you. What may be best practice today is unlikely to be best practice tomorrow. And when you believe you've achieved a best practice, don't be surprised when that victory proves fleeting because the definition of the best practice has evolved. Best practices are not something you achieve – best practices are something you continually pursue. More importantly, don’t expect to go out and mimic someone else's best practice and see the same results. It doesn't work that way. What you can see and replicate is just part of the solution.

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Global Marketing Campaigns: The End of One-Size-Fits-All

Americans traveling to Europe know that their electronic devices aren’t plug-and-play. Through the use of adapters, they’re made suitable for different voltages and electrical sockets. The same concept can be applied to marketers developing demand creation programs for European markets. A recent SiriusDecisions study examined the demand creation strategies of more than 400 b-to-b organizations across France, Italy, Germany, Spain, the Nordics, the Netherlands and the United Kingdom. We asked demand creation professionals how much they rely on centrally (global) or regionally based (pan-EMEA) shared marketing resources teams to support their demand creation efforts in local markets. The vast majority (84 percent) indicated that they rely on these resources to support some, if not all, of their demand creation efforts. The study findings also indicated to what extent demand programs are adapted or customized for local use:

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Salesfusion to Acquire LoopFuse

Jay Famico is a smart guy. Less than one week after his blog post Eight 2014 Predictions for Marketing Automation, Salesfusion has agreed to acquire LoopFuse (terms not disclosed). Given Salesfusion’s recent infusion of series B funding led by BLH Venture Partners, Hallett Capital, and Noro-Moseley Partners, it comes as no surprise that some of that funding will be used to invest in expansion and growth. As the top-tier MAP leaders continue to focus on larger enterprises in terms of product direction and community support, the small to mid-size customer base for MAPs needs some leadership. So it is interesting to see that the first announcement of 2014 comes from the smaller tier of MAP players as they try to claim leadership with small to mid-size marketing organizations.

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Upland Software Acquires Clickability

Just over two years ago, Limelight Networks announced the acquisition of Clickability, a software-as-a-service Web content management (WCM) provider that enables digital marketers to create, manage and publish content on any device, as well as track and personalize visitor experiences. By adding Web content management capabilities to its existing video platform, site acceleration, mobility and advertising services, Limelight was poised to provide an integrated suite of marketing services. So we were surprised when, on December 23, Limelight announced the sale of Clickability to Upland Software, a cloud provider of enterprise work management (EWM) software designed to provide end-to-end management process for prioritizing, allocating, managing, and monitoring resources and work throughout the enterprise.

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Contacting the Continent: Personalizing European Communication

Many U.S.-based marketers are surprised when they learn that they must use last names when addressing people in certain regions, especially continental European-based contacts. In the U.S., and in recent times, the U.K., contacts are used to being addressed informally, by their first name. This is not as common on the continent, where it is usual to address people by their surname; hence, each language’s version of “Mr.” and “Mrs.” is required. For example, I regularly receive emails from market-leading social community networking sites from German-speaking countries. These sites address modern companies with a modern target audience. The subject line always reads (in German) something like “Your personal newsletter,” etc. The “Your” is written in the polite form “Ihr” as opposed to the more personal friend/family form “Deiner.” I am addressed as “Lieber Herr Archer.” True, the Lieber is a less formal version of “Dear” than “Sehr Geehrter,” but I am still referred to by my last name, and as the mail uses “Herr,” they know my gender. Each country has its own peculiarities. Here are three examples that illustrate why companies must build flexibility into their databases:

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Driving Digital Demand: Four Obstacles

During a recent webcast, Matt Papertsian and Jen Horton of SiriusDecisions’ Demand Creation Strategies service demonstrated our Web Conversion Optimization (WCO) Framework for leveraging Web properties to drive demand. Before creating a WCO strategy, noted Matt, the first step for marketers is to detect and eliminate typical obstacles to digital readiness, including:

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