[Infographic] The Modern Marketing Reality – Marketing Starts with a Quota

[Infographic] The Modern Marketing Reality – Marketing Starts with a Quota

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  THE MODERN MARKETING REALITY THEGOLDEN RULES OF MODERN MARKETING 1 2 3 EMBRACE YOUR INNER DIGITAL NATIVE. USE TECHNOLOGY TO WORK SMARTER. MAKE FRIENDS WITH SALES. BUILD CONTENT WITH PURPOSE. Identify where your customers are today and be there. This includes activating social and mobile channels and supporting your sales team with the tools they need to position themselves as thought leaders across their social networks. Lead conversion is all about identifying and optimizing lead sources. The layered effect of predictive analytics and marketing automation enables marketers to cull through vast anonymous “suspects” to pinpoint and engage with high value prospects. No more “Us” vs “Them.” Teams need to work together to identify and convert leads and deliver a seamless customer experience. Decide together how to define a “qualified” lead so the hand offs are clear. According to Sirius Decisions, 60-70% of content churned out by B2B marketing departments sits unused. Don’t let your content wallow. Make a content marketing plan and stick to it. The days of marketing guesswork are over. Marketing now owns a quota to bring the right prospects in the door and deliver sales-ready leads. [email protected] • www.lenati.com • 800-848-1449 @Lenati 4 How does a modern marketer influence the conversation? Modern marketing blends digital platforms, targeted channels, compelling content, and deep analytics to bring the right prospects in and engage them throughout the relationship with your brand. B2B buyers are typically 57% of the way to a buying decision before actively engaging with sales. (SOURCE: CEB) CUSTOMERS $$ M O D E R N MARKETING STARTS WITH A QUOTA FIND 1. 3. 5. 2. 4. Use predictive analytics to identify in-market prospects. NURTURE Agree with sales on criteria to pass on the right prospects. Leverage personalized, reactive content to drive prospects to custom campaign content. Engage and retarget prospects through digital, social, and mobile channels. Manage targeted campaigns and customized lead nurture streams through marketing automation and data management technologies. CULTIVATE DELIVER ORCHESTRATE of purchases don’t happen until some time after a customer’s original search, leaving over 160M unique in-market buyers ready to make a purchase today. (SOURCE: BLUEKAI) of buyers choose a solution provider that offered ample content to help navigate through each stage of the buying process. (SOURCE: DEMANDGEN REPORT) B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth. (SOURCE: SIRIUSDECISIONS) If marketing can increase consumer direct response rates through predictive modeling by just 2%, they can drive an almost 6x increase in profit. (SOURCE: FORRESTER RESEARCH INC.) Businesses only have about 10-20 seconds to capture customers’ attention and lead them to further engagement. (SOURCE: DEMANDBASE) Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (SOURCE: THE ANNUITAS GROUP) 6x 85% 451% PERSONALIZE Drive deeper customer engagement by surfacing the right content at the right time. 24% 95% 6. 10-20 seconds