“Once something is added to your collection of beliefs, you protect it from harm. You do this instinctively and unconsciously when confronted with attitude-inconsistent information. Just as confirmation bias shields you when you actively seek information, the backfire effect defends you when the information seeks you, when it blindsides you. Coming or going, you stick to your beliefs instead of questioning them. When someone tries to correct you, tries to dilute your misconceptions, it backfires and strengthens those misconceptions instead. Over time, the backfire effect makes you less skeptical of those things that allow you to continue seeing your beliefs and attitudes as true and proper.”

– McRaney

The New Buying Funnel

Sales Love Marketing

Imagine what would happen to your sales organisation if they could start every single day with a certain successful sales call.

• Do your marketing and sales organisation agree on what a MQL* and a SQL** is?
• Do the marketing department have guidelines when to handle over SQL’s?
• How much time can your organisation save on focusing marketing efforts to MQL’s and sales efforts to SQL’s?

*MQL – Marketing Qualified Leads
**SQL – Sales Qualified Leads

 

Block 1

• Your client search the web for a solution.
• Your client get interested in your webpage.
• Your client want to know more and fills a web-form to get your information and qualifies to a MQL.

Optimise Block 1 by generating traffic to your site (e.g. SEO and social media), make it appealing to your audience and design it to convert visitors to leads through the web-form.

Block 2

• You send the requested material to the individual you now know.
• The individual gets your info once or in a series of relevant, personal and digestible chunks.
• We measure interaction and automate further lead nurturing until the lead is nurtured enough to qualify to a SQL.

Optimise Block 2 by creating value in every interaction with your MQL, position your self as a thought leader, build brand awareness and a personal relationship. Automatically of course. Measure, sort and filter the SQL’s to hand over to sales.

Block 3

• Sales receive a sorted list with SQL’s. The SQL’s are already nurtured. Marketing has done a good job and sales can now focus on sales and trust marketing with their job.
• Sales start the conversation with a personal and relevant approach.
• Sales get mote qualified leads, shorter sales cycles and no more cold calls.

Click here to go to the contact form for more information.

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Marketing Automation for Recruitment

Are you taking advantage of your webpage when it comes to segmentation?

With marketing automation you can track every individuals intentions (clicks) with your site. It is very useful to identify if it is a potential talent or client visiting your webpage. If you have an inbound marketing strategy you will be able to exchange information for your leads e-mail address. It can be a study, an event or a newsletter.

Now when you know what each individual is doing on your site you can act on it. The marketing automation tool allows you to create segmented personal letters to approach your segment in an automatic way with triggers and time schedules.

When it comes to recruitment you can identify the most engaged and committed people. This approach will optimise your talent acquisition. If you manage your inbound strategy right you will be able to identify the right candidates and arrange qualified interviews with higher precision with less effort.

Marketing automation is mostly used to generate leads and shorten sales cycles. Now we made it applicable to recruitment processes as well. The only difference is that we are nurturing and selling our company as an workplace rather than a service supplier.

Want to know more and a case presentation?

Click here to let us know your recruitment goals and challenges.

Marketing Automation Case for SaaS Companies

Background

A danish innovative digital task management system entered the Swedish market year 2013. Our client had to gain recognition and educate a lucrative market. This particular segment was not used to purchase SaaS (software as a service).

Challenge

To market and sell a SaaS solution to a non digital industry. The country manager had to get the business going in a short amount of time and on a small budget. The client started to cold calling but shortly realised they were wasting time. They could not get through to the right people at the targeted companies. The targeted business owners were very busy most of the time and when the client did get hold of them they realised that they had a different way of reasoning.

The client was introducing a SaaS to a non digital audience. It forced the client to rethink their strategy. We had to divide the information into digestible chunks in a manner to appeal to our audience. We had to distribute the information in a efficient way and measure the performance with as little administration as possible.

“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”
– Guy Kawasaki

Solution

We decided to use marketing automation. We started a marketing automation program with the aim to educate our prospects about our product. We started to nurture our isolated segment in smal digestible chunks by e-mails, communicating the benefits of the task management system. We identified four main areas that would make a positive impact on their businesses and started an e-mail marketing campaign.

“Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.”
– Forrester Research

We stopped cold calling and composed the four parts of our e-mail program. We created an automatic time schedule and launched our e-mail marketing campaign to our prospects. We measured our results and identified the prospects that transformed into real leads. We traced the opening rate of the e-mails, how they clicked on the CTAs (call to actions) in the e-mail and how they interacted with the website.

“61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified.”
– MarketingSherpa, 2011

Result

No more cold calling. The interactions (clicks) with the e-mail and the website made it possible to sort the mature leads into a short-list. When we called, our leads recognised our company and the benefits presented in our communication. We could be very personal in the e-mail by addressing them by name and signing with the salespersons name. When we called we could start the conversation with:

– Hi (leads name) it is (salespersons name) from (company name). Did you got the e-mail I sent you the other day?
– Yes, thank you. It was interesting.
– Great! Do you have any questions or do you want me to schedule a demo?

Our client saved a great amount of time calling the right people at the right time. We spoke to people who actually was ready and interested according to our marketing automation generated short list. Those who was not qualified as ready for a sales call was kept enrolled in our marketing automation program until they reached the qualification.

“Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement.”
– Bulldog Solutions, 2013

Bonus

We got respondents that contacted us after receiving our communication and asked for a demo before we got time to call them.

Why should you consider marketing automation?

Our experience show clearly that the purchase process is changing. Customers do not appreciate your cold calls and when you call them they tell you they would prefer to get an e-mail or to visit your webpage. This affect your sales team in a negative way. We have to adopt to our changing environment and to our future clients who are more digital than ever. We can make it possible for your sales team to start each day with a shortlist to hot leads and let them start each day with a sale. Imagine what this will mean to the performance? With marketing automation you will get the digital advantage your business need and we will help you to find the right communication strategy that will convert your prospects to sales.

“60% of a modern purchase process happen online and by 2020, 85% of the purchase process will happen online without any human interaction.”
– Gartner Research

“Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years.”
– Focus Research

“The adoption of marketing automation has increased 112 % among B2B Fortune 500 companies the last year. Now (2014) 53 % of B2B Fortune 500 companies use marketing automation.”

“84% of top-performing companies are already using or plan to start using marketing automation before 2015.”
– Gleanster, 2012

“75 % of companies using marketing automation see ROI within 12 months, 44% within 6 months.”
– Focus Research, 2013

Please click here to request a pitch for your business opportunities with marketing automation or click here to calculate your potential!

 

 

9 ways to go from ordinary to world class performance

Happy Friday! Here is some wise bullets from Robin Sharma to think about this weekend if you want to achieve world class performance.

1. Know what you want. Clarity is power. And vague goals promote vague results.
2. Remember that every problem has a solution. Maybe you just can’t see it. Yet.
3. In this Age of Dramatic Distraction, the performer who focuses the best wins the most.
4. Before someone will help you, you need to help them. (To double your success, double the number of people you help).
5. Become the most passionate person you know. It’ll be contagious.
6. Know more about your craft/the work you do than anyone who has ever done the work you do…in the history of the world.
7. Join The 5 am Club. Your most valuable hours are 5 am – 8 am. They have the least interruptions.
8. Devote yourself to learning something new about your field of mastery every day. Success belongs to the relentless learners. Because as you know more, you can achieve more.
9. Remember that when you transform your fitness, you’ll transform your business.

“75% of companies using marketing automation software implemented their platform in less than 6 months. 7% took over a year to implement.”

– PepperGlobal

The adoption of marketing automation has increased 112 % among B2B Fortune 500 companies the last year. Now (2014) 53 % of B2B Fortune 500 companies use marketing automation.

“Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years.”

– Focus Research