On January 12, 2012 Laura Patterson presented a webinar on “Six C’s to Aligning Sales and Marketing to Accelerate Revenue”.  Watch this webinar recording to learn more about

• 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

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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Demand, Action or the more modified version of this pipeline – Awareness, Interest, Consideration, Purchase – is outdated.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…

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On Oct 13, Kim Albee, President and Founder of Genoo, presented an informative webinar on “How To Get Started With Content Marketing and Marketing Automation”. This session was a pragmatic approach to easily getting started generating leads to help your business grow.

This Webinar highlighted on the aspects of:

1. How to think about your goals with online marketing, so they lead to a campaign that will work.
2. How to research your target audience and uncover the content that will engage.
3. The essential elements of the campaign, and putting them together.
4. How to follow up effectively with the leads you generate and keep them engaged.
5. How to drive traffic to your content.

Watch It Here:

Date: October 13, 2011 2:00 PM – 3:00 PM EST

In this webinar, Kim Albee, President and Founder of Genoo, will show you how to get started with Content Marketing and Marketing Automation.  This session will be a pragmatic approach to easily getting started generating leads to help your business grow.

About the Speaker:

Genoo Founder and CEO Kim Albee has over 23 years of experience designing software and running businesses. Her passion is in creating systems that are easy to use and helping companies attract more prospects and close more sales. When new technology appears, from social networking to the Kindle, Kim is among the first to play with it and show others the best ways to use it. She has founded two marketing software companies, Einsof Inc in 2000 and Genoo LLC in 2008.

Kim founded Genoo LLC, a Software as a Service (SaaS) offering of Integrated Online Marketing Tools (http://www.genoo.com). Genoo was built for marketers struggling to keep up with the speed and functionality required to leverage the Internet effectively to drive growth for their companies.
After working on many solutions for mid-to-large corporations, Genoo set out to recreate those tools for the small and mid-sized market. The software design baked in enough flexibility and functionality for large corporations, but made the tools widely accessible to every marketer who needs them.

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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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How times have changed. It’s clear that many B2B organizations now understand the need for marketing automation technologies, and the need for optimized processes and skills to leverage them, as blogs and tweets on these topics abound at an increasing rate. Ultimately, the proof of whether these purchases “worked” is often difficult to measure, time-consuming and subject to significant debate.

Unfortunately, we still see organizations purchase a marketing automation platform (MAP) in an attempt to automate processes that don’t exist; in instances where this has occurred, the technology has struggled to demonstrate results. As a result, any journey into MAP ROI must compare organizations where a MAP is implemented without strong surrounding processes, those that wisely combine technology with process, and those with no MAP.

We’ve been using our Demand Creation Waterfall as a framework to compare the benchmark conversion rate data we’ve collected for each of these three scenarios (see the graphic). While this post uses sample numbers (our clients have access to more granular benchmarking data), the results are both stark and startling, and they include the following.

Clearly, organizations that address demand creation processes and skills, at even just a basic level, are best positioned to leverage marketing automation technology. Imagine the results your can achieve if you reach strong or best-in-class status.