3 Reasons Why Australian B2B Marketers Are Going Inbound

Inbound marketing isn't a well-known phrase to Australian marketers (yet!), but 2012 sees B2B marketers quickly catching on to the inbound marketing revolution. Inbound marketing refers to the art & increasingly the science of attracting buyers to your site, (getting found) converting them to leads (nurturing) and figuring out what is and isn't working (analytics). Better known phrases are website marketing, digital marketing or online marketing, but inbound marketing is a more comprehensive, inclusive discipline than these phrases suggest. Here are the top three reasons why we are beginning to make the switch: #1 It's Budget-Friendly (And READ MORE

Misleading Data! 33% B2B Marketers Don’t Measure ROI

New data reveals that many B2B marketers are committing a major marketing no-no by failing to measure and report return on marketing investments to senior executives. According to a recent B2B marketing survey conducted by Sagefrog Marketing Group: Only 1 in 3 B2B marketers worldwide report financial-contribution metrics to senior management. Though one third track revenue metrics (associated with marketing-generated opportunities, closed deals, and percentage of total sales), they fail to communicate their findings to upper management. 58% are reporting on marketing performance metrics like leads, and 48% are reporting opportunities generated. However, they don't report metrics READ MORE

10 A/B test Do’s & Don’ts for B2B Marketers

When was the last time you tested some part of your marketing? If it takes a bit of thought, you're probably not doing it enough. The problem with that is, even just a minor test can go a long way - improving traffic, leads, and even sales if done right. And if you're not taking advantage of some simple A/B testing tactics, you could be missing out on some major marketing improvements. So without further ado, I present to you 10 great dos and don'ts of A/B testing to motivate you to get moving and start doing READ MORE

The surprising math of cities and corporation

B2B marketing may have universal properties. Physicist Geoffrey West has found that simple, mathematical laws govern the properties of cities -- that wealth, crime rate, walking speed and many other aspects of a city can be deduced from a single number: the city's population. In this mind-bending talk from TEDGlobal he shows how it works and how similar laws hold for organisms and corporations. Enjoy the video, then our views on how this phenomenon plays out in the world of the funnel. The universality Geoffrey West (and his collaborators) speaks of applies equally to the funnel. That READ MORE

Sales Quota: Whose Performance is Measured?

Christian Maurer, a Paris-based Consultant, Trainer and Coach, writes... When companies approach the end of their fiscal year, their sales leaders start thinking about the next year. One of the key parameters to figure out is the sales quota to be assigned to salespeople. The percentage of salespeople who reach or overachieve their set quota can be considered established measures of sales effectiveness. Likewise, it is common knowledge that the percentage of salespeople who do not reach their set quota indicates room for improvement, which brings the above question into mind - when it comes to READ MORE

Metric-Based Process to Generate Sales-Worthy Leads

Hugh Macfarlane, Founder & CEO of align.me, writes... Metrics for every stage of the lead-conditioning process? B2B marketing professionals will know that proving their worth to the rest of the organisation can prove painful at times. But when metrics are in place, they can serve to facilitate better planning, lead-readiness and maximise ROI. What you need is a solid set of metrics to align with your B2B marketing processes. So what are they? Laurie Beasley, President Beasley Direct, and Tom Judge, VP of Strategy at Direct Marketing Partners, will talk about creating a metrics-based B2B marketing process READ MORE

How to craft the right f2f selling method for your business

I am a hapless AFL Richmond supporter. Many weekends I cannot bear to turn to the sports pages to read the obituary. When the Tigers do crack it for a win (even a draw is cause for celebration for Richmond fans), I can’t wait to rip the wrapper off the Sunday paper to digest the commentary and all the stats. In fact, I Iove reading the stats table more than the bloated summaries from the ‘editorial experts’. Do you know the sorts of tables I mean? They detail just about every sort of stat for every player. READ MORE

Measure marketing on total cost per deal closed

New Belgian Funnel Coach Benny van Calster from Minds&More sent me a link to a Marketing Profs article today. In Sales and Marketing Best-Practices: Seven Heavenly Virtues Dan McDade paints a bleak picture of how poorly Marketing and Sales handle leads, and recommends 7 actionable steps to get on the same page. His final recommendation supports something I've been arguing for eons, and it prompted me to give a quick example in support of this simple but scary insight. Dan argues that in our enthusiasm to embrace Marketing ROI we have focused on the wrong ratios. See READ MORE

Record buyer progression, not seller hope

Some sales methodologies ask sales people to characterise their sales calls as an 'advance' or a 'continuance' which creates loads of 'wriggle room' for the sales person. What we should actually be recording is the stage a buyer has reached, not whether the sales person thinks this is good or not. Your buyers progress through a series of definable stages, along the way to buying (from you or somebody else). Simplistically, they move through recognition of pain, clarity about need, understanding who the possible solution providers are, having clear options, making a choice, and buying. and somewhere READ MORE

Forget ‘pipe’ – only measure deals won or lost

If you started with 100 leads, and you closed 20, what was your success rate? 20% right? No, maybe much better. There's a key piece of data missing from this initial analysis: how many deals did you lose? Let's run that again. Start with 100 leads, close 20, lose (or reject) 40. Your success rate was 33% (20 out of 60 that have been decided). The 40 still in your funnel could swing either way and so cannot be included. One of the reasons we often overly simplify this calculation (20 from 100 rather than 20 from READ MORE

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