Data Management
CREATING
DATA MANAGEMENT
BY USING THE
RIGHT TOOLS
WHAT’S WORKING? PROOF IS IN THE NUMBERS.
Your marketing team has brilliant instincts for engaging buyers. But these days, instincts aren’t enough. Every day, marketers are on the hook for the hard numbers. Engagement metrics. Lead counts. ROI. Marketing has always been part art and part science … but in order to tackle the science side, you need the data and analytics to know what’s working, iterate and optimise.
We dig into the digital assets of your business and your competitors to better understand your customers, your offerings and your competition. We ensure you have the plan to utilise your customer data, and track and measure response to create more personalised, impactful marketing.
INSIGHTS FOR NOW, AND WHAT’S NEXT
We know B2B moves fast, so you have to move faster. Our team of technologists and analysts will ensure you have the data you need to make the right decisions right now. We organise data into detailed reports and summary-level dashboards to provide visibility across your operations: program performance, pipeline status, and marketing’s impact on the bottom line. And we can also help you with demand forecasting, market mapping and projections to help you determine your next move.
ATTRIBUTION, ANALYTICS AND REPORTING
You can’t improve what you can’t measure, so our cross-system reporting capabilities go beyond basic activity metrics to provide deep, actionable insight. We’ll work with you to implement a measurement framework and ensure the correct attribution strategy is in place.
Our deep understanding of data and marketing technology means we can make sure all your systems are working together to create a unified view of your customers and your sales and marketing operations.
WEB CONVERSION METRICS ACROSS THE BUYER’S JOURNEY
What types of web conversion metrics should you be measuring for each funnel stage? This infographic provides a snapshot.
EFFECTIVENESS REPORTING AND ANALYTICS
We often see too much time and reporting focused on the activity level and never really connecting it to what really matters for the business. We believe their ability to move business goals should measure B2B marketing programs. While there will always be important marketing initiatives that fall outside of measurable business goals, our fundamental approach to reporting and analytics is grounded in a focus on demand generation. Some of the most important measures of our effectiveness on your behalf will come in the form of:
- •Total impressions delivered
- •Total leads generated
- •Total pipeline generated
- •Closed deals
- •Revenue ratios
- •Tactic and media effectiveness
- •Territory summary reports
- •Database health
- •Engagement metrics (social media metrics, website behaviours, etc.)
WEBSITE ANALYTICS
Websites are full of valuable data, and we help you leverage it to evaluate and improve performance and results. First, we build a foundation, implementing tools like Google Analytics and Visual Website optimizer into a website. Then, based on your strategic goals, we determine which metrics matter most, such as click paths, site time, downloads and more.
We build regular and on-demand reports around these metrics, so you’ll always be in the loop. And they’re more than surface-level insights: We provide audience information, visitor behaviour, campaign and content performance, and more. Who visited your site? What did they do? What’s driving conversions, and why are visitors bouncing? We’ll provide the answers, revealing what’s working — and providing actionable insights for conversion optimisation.
OUR EXPERTISE
We work with many technologies and languages. Here are just a few of our capabilities and partners:
*DATA STUDIO
*GOOGLE ANALYTICS
*KISSMETRICS
*TABLEAU
OUR LEAD MANAGEMENT PHILOSOPHY
Qualified leads are the lifeblood of every company, but not all leads are created equal. We can help identify the opportunities that are sales-ready right now. And for the rest, we’ll put a lead nurturing plan in place, moving them through the funnel to convert when they’re ready.
Through qualification and behaviour-tracking tactics (email, telemarketing, marketing automation), we can design a program to help you identify leads that should be funnelled into a lead-nurturing program. There, prospects stay engaged with content and tools appropriate to where they are in their buying cycle until they’re finally sales-ready. These steps help maximise yield from your best leads and keep your sales team highly productive.
When it comes to turning over leads to the sales department, we focus on quality over quantity. Generating, developing and delivering sales-ready leads is critical for B2B marketing success. Companies that do it well, gain productivity from their sales force, close a higher percentage of opportunities and optimise their business development resources.
LEAD NURTURING APPROACH
We consider lead nurturing an ever-evolving conversation between you and your prospects — but of course, you can’t have a good conversation unless you’re saying something both relevant and meaningful.
Our approach to lead nurturing goes beyond marketing automation/email marketing, because in today’s world, to get people’s attention, you definitely have to go beyond their inboxes.
We move people down the funnel through a number of different nurturing techniques, including:
Tele qualification: Adding a specialised team of telemarketers to your marketing mix will help you determine if your leads are truly sales-ready or if they could use another round of nurturing. Plus, a one-on-one conversation gives you the opportunity to learn more about your addressable market and their buying journeys.
Direct mail: A well-executed direct mail strategy can actually generate more conversions than your typical email campaign. And incorporating a direct mail strategy into the mix can also help you build brand recognition by keeping your company both in your leads’ inboxes and on their doorsteps.
Social media: We create organic and paid social media campaigns to stay top of mind with your target and drive them where you want them to go. Plus, we leverage social media analytics to figure out where your leads are spending their time and what kinds of questions they’re asking.
MARKETING OPERATIONS
When leads come in, you need the right people, processes and technology to efficiently manage them with consistency. We can assist to ensure you have a strong marketing operations process in place, fortifying your marketing strategy with new capabilities, insights and agility.
With our expertise in multiple marketing automation platforms, we help clients streamline, automate and measure marketing activities and workflows to increase operational efficiency, prospect engagement and conversions.
CHANNEL SUPPORT
If you sell through distributors or third-party reps, your channel partners are key to your company’s success. Your sales team spends a lot of time calling on them, and your whole organisation should be focused on providing them with great customer service as part of your channel partner management strategy.
We help clients support their channel partners so their brand is top of mind, selling more of their products through to end users. Highly successful tactics have included the creation of custom web portals, training videos, customisable marketing materials, interactive selling tools, quoting tools and more.
If you’re looking to upgrade your lead management and nurturing strategy, or want to shore up your marketing operations or channel support efforts, let’s talk. We have a team of experienced professionals ready to assist you.
To successfully reach today’s buyers, marketing automation is a must. Using a marketing automation platform (MAP) allows you to reach the right buyers at the right time, at any stage in the buying journey. And marketing automation systems drive the results you need: According to Marketo, companies that use marketing automation effectively earn an average of 79% more revenue than those that don’t. However, using your MAP to its full potential can be complicated — so much so that the platform can easily end up as just an expensive email blaster. But with the right approach and expertise, you can see the results your MAP vendor promised. And that’s just what our marketing automation team delivers.
Companies that use marketing automation effectively earn an average of 79% more revenue than those that don’t.
We provide eight strategic and tactical marketing automation strategies, and content and campaign management solutions that help marketers achieve the full potential of their MAP. Below is an outline of our customisable solution options.
MAP Database Assessment
Data is the fuel that powers automation, so we’ll make sure your database is prepared to support automated journeys. We address data segmentation and alignment, ensure outbound marketing readiness, determine data counts, and handle data supplementation or list purchasing if necessary.
MAP Website Setup
Connecting your MAP to your website will enable you to get more data from web visitors, integrate them into nurture journeys, and manage them across the funnel — all automatically. We can implement webpage tracking codes, link web behaviour to specific contacts, or set up web forms and decide which assets to gate. And we can set up automated management and nurture programs for web leads, or help improve web conversion and data capture.
Scoring Model Development
Setting up the right lead-scoring rules for journeys empowers you to send the best leads to Sales, and nurture the rest until they’re ready to buy. We’ll help develop scoring rules based on profile fit and engagement levels, revealing the right next steps for every lead.
Journey Stream Design and Mapping
Planning effective journeys take serious thought work — and we can handle it. We’ll determine what content assets you already have, and which need to be created, plus how and when journey participants should receive information. And we’ll map journey rules to make sure everything runs smoothly.
Journey Asset Creation
Every successful marketing automation journey needs the right content to power it! Our digital- and demand-savvy, the creative team is equipped to create content that engages, educates and nurtures buyers: emails, landing pages, videos, long-form content, thought leadership, interactive content and more.
Attribution and Reporting Setup
We’ll help get the right metrics from your marketing automation tool to measure journey performance and ROI. We go beyond the usual performance metrics to provide actionable insights, including sophisticated yet easy-to-use attribution-based reports and revenue analysers.
Campaign Configuration and Setup
When it’s time to prepare journeys for launch, we’ll make sure everything runs smoothly. We can help integrate sales-force automation platforms, incorporate social add-ons, deploy real-time personalisation, set up complex flow rules and more.
Campaign Execution
Whether it’s a trigger campaign, a drip campaign or any other kind of automated journey, our team will make sure every stream gets up and running smoothly. After launch, we’ll continue to evaluate journey performance, identifying ways to optimise performance.
MARKETING INTEGRATION
A strong technology foundation is an engine behind successful sales and marketing programs. But if you’re tired of marketing tech that doesn’t deliver what it promised, you’re not alone. Implementing and integrating multiple systems in-house is a major headache. In fact, Oracle reports that 92% of marketers don’t believe their company has implemented its marketing technology successfully. But it doesn’t have to be that way!
To make marketing tech follow through on its promises, you need a new approach. Outsourcing marketing technology gives you easy access to the right systems and the right talent to manage them. You’ll be able to focus on generating leads and closing sales instead of wasting time worrying about tech issues.
MARKETING TECHNOLOGY OUTSOURCING
Outsourcing your marketing operations and marketing tech eliminates the hassle of selecting, onboarding, and integrating multiple systems. We’ll quickly get you set up on best-in-class systems, help leverage them to run effective programs, and perform ongoing data management and hygiene to deliver long-term value.
Gain a competitive edge with your B2B demand generation programs by utilising telemarketing. Our highly trained in-house teleservices team works within your existing processes, learning your business goals and positioning you as an industry leader through personal conversations with your prospects. We specialise in helping mid-sized to enterprise businesses with a variety of telemarketing programs, including:
Lead generation: Deploy outbound telemarketing calls that engage your market.
Lead qualification: Reveal which prospects are really ready for follow-up from Sales.
Lead nurturing: Provide the personalised touch prospects need to move forward confidently.
Database building: Verify and acquire contact and qualifying company data.
Sales follow-up: Gather insights that can improve sales processes.
Inside sales: Focus on the big opportunities while our team handles the rest.
B2B telemarketing has the power to create a one-to-one connection to optimise the results of your digital marketing programs and event marketing programs, to drive
OUR B2B TELEMARKETING PROCESS
We design and deploy holistic telemarketing solutions for mid-sized to enterprise businesses that integrate with marketing operations systems to nurture leads and support Sales. Our end-to-end process begins with a tailored strategy and may include a variety of services, including:
- Call guide and messaging development
- Data acquisition, appending and segmentation
- Developing test cases
- Reporting and call review
- Inside or “virtual” sales
- Inbound and outbound calling
- The utilisation of state-of-the-art software
Whether you’re looking for a quick-turn project with a set number of contact records, or you need a long-term solution with multiple full-time equivalents of a sales team, our agile approach to tele services and our trained in-house staff can accommodate your needs.