Why Top EMEA Marketers Are Ready To Adopt Marketing Automation

Why Top EMEA Marketers Are Ready To Adopt Marketing Automation

Based on the findings of this report we have some EMEA Marketing Recommendations to help you continue to spend your limited budgets wisely while still beating the competition. EMEA Marketing Recommendations #1 – MAP’s Many EMEA marketers are planning to integrate with a MAP (Marketing Automation Platform) in the next 24 months. Why add marketing automation to your stack? A MAP can help you organize and manage those complex and time-consuming tasks that need to be coordinated with each other, including: Social media marketing and other early-funnel tactics to attract leads Content marketing that helps leads progress along the funnel and convert to sales Email campaigns to generate engagement, nurture prospects, and onboard new customers Asset creation, such as email and landing page templates Forms and landing pages to capture lead data Automated lead management, including qualification and hand-off to sales List and data management, including segmentation for target marketing Website analytics that reveals what people are interested in, and how they engage with your site Campaign analytics that shows which campaigns really work and which channels deliver Coordination with sales, including sharing customer relationship management (CRM) data in marketing campaigns Efficient alignment of your inbound and outbound marketing strategies, multiple platforms and channels, and programs and processes, is a monumental, manual, tedious, nearly impossible job without using a MAP. #2 – Lead Scoring Many EMEA marketers are passing leads over to sales as soon as they get, vs implementing lead scoring but they are not alone. The sum of the points is the lead’s score. Companies that excel at scoring and nurturing leads generate 50% more sales-ready leads at 33% lower cost. – Forrester Lead scoring offers a lot of value to your business, including: Efficiency: Decrease the volume of sales-ready leads, so you aren’t focusing on the wrong leads Marketing measurement: Assess campaign effectiveness, and potential worth of opportunities Operational excellence: Align organizational resources for more efficient conversion Here’s an example of what lead scores could look like for some individuals based on their behavior and engagement with common marketing and sales activities: Behavior Visitor 1 Visitor 2 Visited Landing Page (+3 Points) 3 3 Watched Explainer Video (+8 Points) 8 Viewed Case Studies (+5 Points Each) 10 20 Viewed Pricing Page (+5 Points) 5 5 Opened Drip Email (+3 Points Each) 3 6 Attended Webinar (+10 Points) 10 10 Total Score 31 52 In this example, Visitor 1 would fall under the interested category and would be funneled into a nurturing campaign of drip emails and marketing outreach, while Visitor 2 is qualified as a lead, and would be moved over to the sales team. In the report you’ll learn things like: Which assets high-performers spent more on Which delivery mechanisms worked best for high-performers Why interactive content (like video!) was 2017’s big winner

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Demand creation budgets shrank in 2017, but SiriusDecisions made an interesting discovery: The highest performers beat the competition by spending that limited budget very differently. While average performers bought ads, high-performers leveraged white papers, trade shows, and interactive assets in new and interesting ways. Based on the findings of this report we have some EMEA Marketing Recommendations to help you continue to spend your limited budgets wisely while still beating the competition.

EMEA Marketing Recommendations

#1 – MAP’s

Many EMEA marketers are planning to integrate with a MAP (Marketing Automation Platform) in the next 24 months. MAPs are quickly becoming the cornerstone of the modern B2B marketing technology stack because they are more efficient, more powerful, and more cost-effective than using a diverse set of point tools.

Used well, marketing automation can tell the story of how your customers interact with your brand, your content, and the people in your company, throughout the entire customer journey.

Why add marketing automation to your stack?

A MAP can help you organize and manage those complex and time-consuming tasks that need to be coordinated with each other, including:

  1. Social media marketing and other early-funnel tactics to attract leads
  2. Content marketing that helps leads progress along the funnel and convert to sales
  3. Email campaigns to generate engagement, nurture prospects, and onboard new customers
  4. Asset creation, such as email and landing page templates
  5. Forms and landing pages to capture lead data
  6. Automated lead management, including qualification and hand-off to sales
  7. List and data management, including segmentation for target marketing
  8. Website analytics that reveals what people are interested in, and how they engage…

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