Date: February 15, 2012 2:00 PM – 3:00 PM EST

Overview:

With prospects drinking from the fire-hose of content every day, their fingers hover over the Delete key. As a result, this noise means it’s harder than ever to get your message heard. When everyone’s shouting, no one hears anything.
Jeff Ogden of Find New Customers will share five creative ways companies today break through the clutter and getting themselves heard. Filled with actual examples, this is one webinar you won’t want to miss.

Agenda:

Join us for this web-based discussion,We’ll discuss and learn:

• How one company used humor to get attention.
• The power of online video with thought leadership.
• Why doing the unexpected generates results.
• Why you really need to “Let Your Freak Flag Fly.”
• Some actual case studies

About the Speaker:

Jeff Ogden is the President and Founder of Find New Customers “Demand Generation Made Simple”. He is the Host of Mad Marketing TV – a weekly marketing show sponsored by Act-On Software. Jeff interviews top marketing experts every week.
B2B Marketing expert known as the Fearless Competitor. Author of the popular blog Fearless Competitor. Professional writer and speaker.  Profiled in the book, Get Back to Work Faster.

Jeff is a Dad, husband and sports geek. Proud graduate of the University of Notre Dame. He holds a degree in marketing from the #1 undergraduate business school in the USA. Born and raised in a small town in Southern Indiana Jeff Lives outside NYC with his wife and three boys.

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Date: January 12, 2012 2:00 PM – 3:00 PM EST

Overview:

Sales and Marketing are responsible for managing a predictable, reliable demand generation pipeline that produces higher value opportunities and maximizes revenue. The traditional approach to the pipeline- Awareness, Interest, Demand, Action or the more modified version of this pipeline – Awareness, Interest, Consideration, Purchase – is outdated.

The customer is no longer a passive recipient or a sidelined spectator. In today’s environment, customers are actively engaged in the buying process. Today we leverage a mix of vehicles from search engines to customer generated blogs and reviews, from online communities to social networks, and from broadcast to personalization designed to create engagement and enhance experience. Yet our language related to the customer buying pipeline hasn’t kept up.

Agenda:

Join us for this web-based discussion,We’ll discuss and learn:

• A customer-centric alternative for creating an opportunity pipeline
• Six key measurable stages for developing, implementing and measuring Marketing’s contribution to the opportunity pipeline
• How to use this customer-centric approach to align marketing and sales and enable the two organization to collaboratively accelerate revenue

About the Speaker:

Laura Patterson’s career spans over 30 years working for companies such as State Farm and Motorola. In 1999 she co-founded VisionEdge Marketing, a company that enables organizations to leverage data and analytics to facilitate marketing accountability and operations, measure and improve marketing performance, develop dashboards, and enhance marketing and sales alignment in order to accelerate revenue and create a competitive advantage.

Author of three books, including Metrics in Action, Laura has served on several boards such as the ANA and BMA and has lectured at various universities including Tuck’s Business School and Stanford University. She serves on the Advisory Board for the CMO Council and the World Brand Congress. Laura earned her B.A from Truman State University and her Master’s at the University of South Florida.

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On November  10th, Steve Bernstein, Founder and Principal Consultant, Waypoint Group presented an informative webinar on “3 Steps to Acquiring New Sales-Ready Leads Faster than Ever Before” Webinar helped the audience in understanding the innovative process that has proven to drive new opportunities for the sales team –producing conversion rates in excess of 30%. We also discovered:

• Preparing by predicting your results in expected revenue.
• Where to find these opportunities: The new ‘targeting’ method
• How to engage them
• How to get started and how fast you will see results

Watch It Here

It seems people have grown weary of “gated” web content – the practice of requiring site visitors to fill out a form to gain access to premium content.  Conversion rates are declining steadily for all but the most valued websites. The reasons vary according to market surveys – some responders complained of the time to complete the forms, while others doubted that the quality of the content would justify the follow-up phone calls they assumed would be received from aggressive marketers.  And, despite passage of the CAN-SPAM Act, there are still those who are reluctant to share personal information for fear it will lead to clutter in their In boxes. The aggregate result of all this is a strong prospect preference for non-gated content.

In this business brief from the marketing experts at True Influence™ try to answer the most commonly asked content marketing question. To Gate or Not to Gate. Which approach is best for your business?  Read on…

Read the Business Brief

On October 20th, Craig Rosenberg, Vice President, Focus Expert Network presented an informative webinar on “6 Components for the Successful B-to-B Demand Generation Engine” Webinar helped in learning on  how we can have an immediate and positive impact on your pipeline. We also discovered:

• The 6 critical steps every demand generation machine must have to maximize your pipeline
• Practical “get started” tips that you can implement from day-one
• Best practices from real successfully deployed demand generation programs across the industry

Watch It Here:

Date: September 15, 2011 2:00 PM – 3:00 PM EST

B2B marketers supplement their own direct marketing efforts in a wide variety of ways in order to maximize pipeline. One of 2011′s most popular new concepts is that of pay-for-performance email, as highlighted at recent B2B conferences such as DemandCon and the Online Marketing Summit series. As with any pay-for-performance service, the appeal of the LeadPAC pay-per-click advertising platform is easy to understand – clients pay only for results!

Participate in our fast-moving 30-minute session to see for yourself why LeadPAC has become one of 2011′s fastest-growing B2B lead gen approaches.

About the Speaker:
Mark Nachlis, Sr. Vice President at True Influence – Mark has 25 years of experience in sales and marketing leadership and has most recently been the Vice President, Technology Markets at Harte-Hanks selling and developing lead generation, demand generation and custom database solutions for top tier B2B companies. Previous to that role Mark was the Vice President of Marketing and Business Development at Maxspeed, a thin client and security provider.

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As an accomplished eMarketer, you may already have sophisticated Marketing and SalesForce.com Automation systems in place. You may also be using an analytics module to provide  in-depth stats by the minute, as well as a set of Automated Marketing Programs  to qualify, score and funnel Leads to your Sales system. With all of this in place, you will have a steady volume of prospects flowing through your system and a lead conversion rate on par with industry average.

However,  to add the ‘Customer Driven’ dimension to your automated marketing programs, one must design programs that elicit targeted actionable feedback from your prospects, leads, customers and marketing programs that are ‘Agile’ enough to adapt themselves based on customer feedback.

The key here is to ask the right questions to the right person. If you already have a lead/prospect/customer scoring mechanism built into your marketing programs, you could use the score to determine whom to ask what.

For Example:  When you lose a lead after he was assigned to a sales executive, you could send a satisfaction survey email asking to rate the salesperson. This feedback could be used by your agile marketing program to route your hottest (highest scoring) leads to one of your top salespeople in the future.

If one of your existing key customers gives you a very high overall rating, your agile marketing program would take note of this and send out an email asking for references or perhaps send another email to try and crosssell/upsell more products.

When reviewing automated marketing programs make sure you’re also evaluating just how agile and customer driven they truly are.

“… Sales is viewed by Marketing as arrogant, Marketing is viewed by Sales as irrelevant.”
Brian Giese
CEO
True Influence

Products like Alexa (owned by Amazon.com) Google Analytics or Compete are interesting tools for high-level marketing metrics. They measure basics like web visits, page views etc. and do a fairly good “arial” view of what’s happening on a web site. But are these tools relevant to sales?

We’ve found a deeper view is needed to make this information relevant to sales. The web pages your prospects visit, how they got there, and how often they come back tell you a great deal about their interests and when they may be ready to make a purchase. By augmenting your web analytics with lead tracking capabilities, you can identify individual prospects by name, (even before they fill out a form) and see what pages they visit. You can track their relevant behavior, assign a score to it and pass the information to sales real-time.

Sales insights such as these allow you to build much richer, deeper prospect profiles. Now your sales team has a reason to call their prospects and they are able to more minutely tailor their pitch to meet each prospect’s individual needs based on what pages they visited.

It seems that conversion rates suffer when experienced salespeople chase bad leads.  It happens every day. That’s because, in most marketing and sales teams , it’s impossible to know when lead information is promising and when it’s a waste of time and money.  That’s where automatic “Lead Scoring” can help.  In fact, with Lead Scoring you can instantly identify, verify and qualify lead information at the very moment prospects are interacting with you.

With True Influence Lead Scoring, marketing and sales can have insight on prospect information — the instant it arrives. First, we verify the contact information against your data, ensuring that lead information is actionable.  In the same fraction of a second, we score the lead based on custom-tailored user behaviors and prospect information.  With this, Lead Scoring enables you to increase your conversion rate by directing the best quality leads to the best equipped sales people. Then you can personalize your sales scripts to deliver the most compelling message, offer, price or discount. And this insight flows just as easily into your follow-up communications to your new lead, which you can personalize based on their scores. With Lead Scoring, you’ll produce more relevant communications and speed up your sales cycle.