Executive Summary
Imagine you’ve been asked to give a Board of Directors presentation clearly explaining marketing’s impact under your leadership. It’s painfully clear that your job – and reputation – are now at stake. You could win them over… or you could lose their confidence. Can you make a persuasive case that your marketing investments are paying off? |
As competition intensifies and growth expectations increase, B2B marketers are under pressure to deliver measurable results and clearly demonstrate the value they provide. To succeed in this new era of accountability, marketers must consistently reach the right people through the right channels with the right message. Those targets must convert to sales leads, pipeline and revenue with some degree of predictability.
Most marketers did not enter their profession to analyze data and build process. They want to develop strong brands, build creative campaigns and deliver compelling content. The new requirement for marketing analytics and automation – the “plumbing” supporting truly innovative marketing ideas – is no longer a ‘nice to have’. Measurement is not simply about revenue justification; it is the means by which great marketers can irrefutably demonstrate their skills.
This has led to the rise of the integrated demand generation platform – a system of record for planning, executing and measuring multi-channel campaigns. With this solution, marketers are not just communicating to prospects. They are closely monitoring and reacting to the implicit buying signals in prospect’s response to marketing messages – like web site visits, event registrations or content downloads – to systematically drive the sales cycle. Visionary marketers are successfully integrating and automating the steps in the demand chain to realize significant competitive advantages:
They are successfully integrating and automating the steps in the demand chain to realize significant competitive advantages:
- 16.5% higher campaign response rates and conversion rates
- 50% decrease in time to execute campaigns
- 100% increase in number of campaigns
- 85% decrease in cost per lead
- 9.3% higher sales quota achievement and 7% higher win rates
- More than 00% increase in deal size and 8% higher revenue
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This white paper presents the business case for automating marketing
in a truly integrated fashion.
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