I’m a nice person [Editor’s Note: she really is], and I’m sure you’re a nice person, too. Earlier this week, thinking back on how much I have to be thankful for this past year, I also realized there are a few things that I’m actually thankful that I’m not thankful for in the world of B2B marketing. I’m sure you’ve got a few annoyances as well. Not to be a negative Nellie, but it’s ok to discuss what’s not working. If you don’t recognize areas of improvement, how can you ever expect to improve? (Plus, sometimes it takes a little venting to relax.) Here are my three things that I’m thankful I’m NOT thankful for this Thanksgiving; what are yours?
Marketers who DO NOT use segmentation
Sending the right message to the right person, at the right moment is common knowledge. With the rise of marketing automation, there are no excuses if you send the wrong message to the right person. 78% of Best-in-Class marketers who are using marketing automation have adopted database segmentation functionality. This is approximately 3x greater than Laggards. I beg of you marketers, please take a few minutes and make sure you’re not sending your customers the same message as your prospects.
Not knowing how many leads you need
While you may have a marketing qualified lead goal to meet for the month, how many opportunities have you created for sales this month? How long is your sales cycle after sales has accepted the lead? Which content generates the most conversions that lead to closed deals? These are all questions that you should be able to answer if you’ve implemented marketing automation. Best-in-Class companies, as cited in Aberdeen Group’s recent report, State of Marketing Automation 2014: Processes that Produce, are 136% more likely to have a process in place to determine the number of marketing-generated leads needed to reach specific pipeline or revenue goals. To ensure marketing and sales alignment, these should be shared revenue goals, with both teams striving collectively to reach them.
Harnessing the power of social media is necessary with today’s mobile technologies. How many of you sleep with your smartphone next to your bed? What’s one of the first few things you do in the morning? Shower, brush your teeth, check your email, and then investigate your twitter notifications? It’s ok, I’m in the same boat. With the recent announcement of IBM and Twitter’s partnership, this only means good things for B2B marketers –harnessing the power of twitter’s data secrets, to name one. But hashtags… when used correctly, they can be very effective to gauge engagement with a marketing campaign or follow a conversation, but do we really need to have # on tshirts? Maybe it’s just me, but I’m tired of the bad hashtags. #ugh #overit #badmarketing
What are you NOT thankful for? Let’s hear those grievances!