Measured Results Marketing https://www.measuredresultsmarketing.com/ Wed, 16 Nov 2022 17:53:46 +0000 en-US hourly 1 I am not a persona: the backlash against marketing automation https://www.measuredresultsmarketing.com/i-am-not-a-persona-the-backlash-against-marketing-automation/ Wed, 16 Nov 2022 17:53:46 +0000 https://www.measuredresultsmarketing.com/?p=8455 Have you noticed an increase in unsubscribe rates or emails left unopened (even with the recent Apple® changes)?  Persona-based nurture and drip programs we crafted just six to eight months ago are no longer performing the way they were.  Do these flagging results signal a backlash against impersonal, automated programs? Are people getting tired of […]

The post I am not a persona: the backlash against marketing automation appeared first on Measured Results Marketing.

]]>

Have you noticed an increase in unsubscribe rates or emails left unopened (even with the recent Apple® changes)?  Persona-based nurture and drip programs we crafted just six to eight months ago are no longer performing the way they were. 

Do these flagging results signal a backlash against impersonal, automated programs? Are people getting tired of the same old messages sent the same old way?  

Your leads, prospects, and customers want to be treated like humans. I, for one, have become unsubscribe- and unfriend-happy on quite a number of platforms. For instance, I receive a barrage of emails when I download a whitepaper – most of which are product offers or sales outreach. How can you engage prospects who yell, “I am not a persona!”

Tips to humanizing your messages 

As you’re planning for the weeks ahead, here are several approaches to avoid (and what to do instead):

Generic awareness campaigns.

Although it’s tempting to search for ideal customer organizations or titles and put them in a generic nurturing workflow, this approach no longer works. And it may backfire. For every 1 prospect you may uncover, how many are choosing to unsubscribe? And once that’s done, they are unlikely to resubscribe.

INSTEAD: Find a smaller group where you can pinpoint their needs, and communicate directly to what they need. This can be done through social media groups, communities, or live events. Remember, it’s about inviting them into a conversation and then helping them solve a problem they’ve identified.

Sale sequences that repeat the same, tired approach.

How many times have you received (or possibly sent) the same cold templated email that gives three bullet points and asks for 15 or 20 minutes of the recipient’s time? These often arrive with no context and often fall short of what you need at that time. This is how YOUR recipients feel when they receive emails from your team.

INSTEAD: Find more targeted contacts; people you know, or people who know them. You can still use a templated email, however customize it with quick mentions of a previous conversation (be specific), or a mutual acquaintance. Yes, it’s a slower process. But, aren’t you more likely to read through a cold email from someone your previous boss trusts? Just as simple as, “John Doe and I worked together to solve his widget production problem, and he’s now doubled his capacity.” 

Emails with all the sizzle but none of the protein.

Another flavor of tired sales sequences is receiving a message that is SO benefit-focused that it’s unclear what service or product is being offered (this one is particularly frustrating!). To be honest, I’ve occasionally responded to these emails asking, “In 3 words, what do you actually sell? If I’m interested, I will let you know.”

INSTEAD: Start your pitch email with a direct discussion of what you offer, and let the recipient decide how to react. Instead of benefits that promise to solve world problems, your recipients will appreciate something like,  “Are you in the market for left handed widget tweakers? If so, read on. If you will be looking later, keep this note and we can talk then.” Follow this with three specific bullet points explaining feature / benefit content that speak to what their industry, company size, and recipient’s level would need. (Yep, that’s micro-segmentation again!) 

Who really wrote that email?

It’s common to send an email on behalf of a C-level person. Unless it is administrative, though, your recipients are likely to see through the ruse. 

It is true that someone may be more likely to open an email from a senior person, however, if the promise of the CEO sending a personal note is backed up by content that was clearly geared to sell (and obviously not written by the sender), most people will immediately unsubscribe, trash, or even mark the message as SPAM. 

INSTEAD: Be clear about who is sending messages. Include a name (preferably your name) from an email address that isn’t marketing@domain.com or info@domain.com. And be sure to track human responses to emails you send! 

Automatically pitching to every new LinkedIn connection.

If you’re like me, you receive quite a few LinkedIn requests every week. On a good week, I am able to look through these requests and identify who would be a good fit. Other weeks, I’m too busy to figure out who they are. 

Once I accept the connection request, though, I’m often disappointed with the results: an instantaneous, paragraphs-long sales pitch. So often these pitches have nothing to do with my business, nor are they relevant to me at all. It’s just someone trying to sell me stuff. 

INSTEAD: If you really want to connect with someone, be helpful to that person. Keep your emails personal and short. No one is reading beyond the first 30 words, so don’t bury the lead. And mention people you may know in common (but don’t infer a referral or testimonial). 

“Hi, John. I see we both know Fred Smith. Did you see his recent post ranking your left handed widgets really highly? Here’s the link. 

“If you’re looking for specialized widget paint, let me know. We can match your corporate colors and deliver in 3 days.” 

Conclusion: I am not a persona!

Plan on spending more time creating micro-segments so that you can assure your communications are far more personalized. It will take more research and effort, but the results will mean that you nurture advocates rather than just sending another bulk email.

The post I am not a persona: the backlash against marketing automation appeared first on Measured Results Marketing.

]]>
Measured Results Marketing and Ocean 5 Strategies Announce Partnership https://www.measuredresultsmarketing.com/measured-results-marketing-and-ocean-5-strategies-announce-partnership/ Wed, 31 Aug 2022 14:38:05 +0000 https://www.measuredresultsmarketing.com/?p=8326 The post Measured Results Marketing and Ocean 5 Strategies Announce Partnership appeared first on Measured Results Marketing.

]]>

The Measured Results and Ocean 5 partnership combines best-in-class solutions for marketing services, strategy, and CRM/marketing automation.

measured results marketing partners with ocean 5 strategies

Measured Result Marketing today announced a new partnership with Ocean 5 Strategies. This partnership will provide clients with access to highly specialized skills with management by seasoned professionals in their distinct practice areas. 

“We recognize the need to provide a full-service offering for our large clients in the B2B and B2G space,” says Christopher Antonopolous, CEO of Measured Results. “By partnering, we can gain competitive advantage leveraging expertise and experience Ocean 5 brings to the table.”

“MRM and Ocean 5 have worked as sister companies for almost a decade—we know each other well,” says Simon Turner, CEO of Ocean 5 Strategies. “The technical expertise MRM offers is second to none, and we are proud to showcase their talents with our clients.”

The benefits of this new partnership include

  • A full range of advanced digital marketing services with CRM and marketing automation infrastructure
  • Website design and development, integrated with the marketing automation platform
  • Full sales and marketing pipeline management—from lead generation to customer acquisition—with performance measures and revenue attribution.

 

About Measured Results Marketing

MRM has a long history of managing marketing technology, building sales, and marketing operations, and reporting on end-to-end results. We understand the unique blend of pain and exhilaration experienced by sales and marketing teams.

As partners with leading sales CRM and marketing technology providers, we provide the unique service of crafting operational and technology infrastructure to drive revenue operations and meet organizational goals.

Using our propriety Revenue Operations Ecosystem® process, we help key organizational stakeholders assess capabilities, agree on technology usage procedures and standards, and establish proper communication and SLAs to build the foundation for long-term success.

 

About Ocean 5 Strategies

Ocean 5 is a growth-driven marketing agency. We look across the entire sales and marketing pipeline to align your marketing investments with business objectives and implement marketing programs that deliver measurable results.

Ocean 5 provides highly customized marketing solutions for B2B and B2G companies using our proprietary methodology, SWIM®— Strategy With Implementation and Measurement®

SWIM® utilizes a Growth Driven Design (GDD) plus Agile mentality and leverages the latest in marketing technology, data analytics, and continuous improvement processes. 

Marketing services include website design, content development, graphic design, messaging, and content strategies. Using inbound marketing processes for lead generation Ocean 5 is an expert at search engine optimization and digital advertising—generating considerable ROI for clients.

The post Measured Results Marketing and Ocean 5 Strategies Announce Partnership appeared first on Measured Results Marketing.

]]>
Marketing Campaign Implementation: How to Herd Marketing Cats in 6 (not-so-easy) Steps https://www.measuredresultsmarketing.com/marketing-campaign-implementation/ Tue, 19 Jul 2022 12:57:59 +0000 https://www.measuredresultsmarketing.com/?p=7934 Regardless of the size of your organization, marketing campaign implementation takes planning, coordination, and collaboration. Here are five steps to making certain you’ve got your bases covered. Let’s start with what a marketing campaign is. Some people refer to each email blast as a campaign. Some refer to a campaign as a multi-channel series of […]

The post Marketing Campaign Implementation: How to Herd Marketing Cats in 6 (not-so-easy) Steps appeared first on Measured Results Marketing.

]]>
marketing campaign implementationRegardless of the size of your organization, marketing campaign implementation takes planning, coordination, and collaboration. Here are five steps to making certain you’ve got your bases covered.

Let’s start with what a marketing campaign is. Some people refer to each email blast as a campaign. Some refer to a campaign as a multi-channel series of activities to drive revenue results. For the sake of this article, let’s presume it’s the latter.

Campaign Planning

This is the biggest gap I’ve seen over different companies and programs. Without a robust planning step, you won’t be able to measure results and your campaign is likely to go off the rails. How do you know where you’re going if you don’t have a map?

Your campaign plan should have the following seven elements:

  •  SMART goals: Be specific, measurable, attainable, relevant and timely.
    • Smart Goal: We will create 50 new MQLs by the end of this month through this campaign. This goal is specific, measurable (50 new MQLs), attainable (depending on your organization), relevant (most campaigns are to drive new business opportunities), and timely (by end of the month).
    • Not a Smart Goal: We want people to read our white paper. This isn’t specific – it doesn’t say who you want to read the white paper. There isn’t a measurement. How many people? It could be attainable – maybe two people will read it. Relevancy is questionable – how will reading the whitepaper result in sales opportunities. Last, there is no measure of time.
  • Target audience: Who should you include in your campaign?
    • A long time ago, we thought that the more people we included in a campaign, the better. This is no longer the case. Target a specific group of people, and tailor campaign elements based on who they are, what their interests are, and where they are in a buying process.
  • Creative direction: what’s the “voice” of the campaign? How will the look-and-feel of creative support the content of the message?
    • Don’t underestimate the importance of good creative! It needs to follow brand requirements and should also be visually engaging in a way that supports campaign content.
    • Be consistent. Emails, landing pages, thank you pages, assets, social media, blog posts, etc., should all tie together visually.
  •  Marketing channels: How you engage with audiences is as important as the audiences you are trying to reach. Selecting specific channels will also help your creative teams to provide the assets you’ll need. Channels are endless, but here are a few to consider:
    • Email
    • Website
    • Social media
    • Paid advertising
    • Paid social
    • Referral programs
    • Sales outreach
    • Offline (event, direct mail, etc.)
    • Email signature blocks
  •  Budgets: Build a complete budget for your campaign. This should include direct costs, like costs for paid channels, as well as indirect costs, like outside help to build campaign assets. This will help you understand the return on marketing investment.
  •  Develop a Project Plan Calendar: Work backwards from your launch date to establish a project plan. Include how long each element will take, whether there are dependencies between tasks, who is responsible for each of the tasks, and what are the due dates for each task.
  •  Develop a Campaign Launch Calendar: Not everything will go live at the same time. Often, you may seed the market through social media posts or may launch to customers first. Also, overlay this calendar with your project plan – you may find that you can work on later items while the first items have already launched.

Creative Development

The next step in marketing campaign implementation is creative development. Many marketing organizations rush to develop creative before they have built a campaign plan. Seeing written content, designs, and mock-ups brings your vision to life! Remember, though, your creative design and content are built to achieve specific results.

  • Create a messaging plan: What takeaways do you want each audience to have? Are you building a linear story to bring people to a specific conclusion? What are the “chapters” in that story?
  •  Create a creative brief: This will be driven by your campaign plan, but ties everything together to give your design experts direction on assets you need and audience you’ve targeted.

As you’ve likely found, design opinions are everywhere. If you review designs with a group of people, be specific about what you ask. “Do you like this design better than that one?,” is a good start, but frame it based on the desired action. “Will our widget prospects respond better to this color scheme (image, layout, call to action, etc.) or to that one?”

Although you may categorize this elsewhere, I usually include user-experience within the creative area. What landing page will they go to, what form will collect data, what’s the post-form experience, will you send thank you emails, how will you forward leads to sales?

Promotion Plan

This is where you plan the specific elements for each of the marketing channels you plan to use. Here are a few questions and thoughts to consider in this plan: 

  • When will you launch the pop up / banner update on the website? On which pages?
  • Who will you send emails to? How many emails and at what cadence?
  • Do you have content and/or creative for your paid channels?
  • What resources will your sales team need for their outreach? I’ve often created outreach email content that they can either use through HubSpot sales enablement, or through their email addresses.

Be certain to add time to develop these items within your project plan and campaign calendar.

Build and QC

I can’t stress enough how important QC is. We have a handy checklist that our team uses when we’re sending campaigns for others, but the short version is:

  • Check how the email, landing page, or graphics render on desktop and mobile.
  • Check every link to be sure it goes to the right place.
  • Test your form to be sure it redirects correctly and you’re able to download the asset.
  • Check that your data is flowing correctly.
  • Have someone else proofread everything, including things you might not consider like button text, image text, etc.

Launch

Here’s where you start to see the results of your efforts with marketing campaign implementation. With all of your planning and cat-herding, you should be able to reach launch dates successfully with everything you need. I’ve found that regular checkpoint meetings in the weeks leading up to launch will help keep the project on track.

 Now I’m going to say something that freezes the hearts of Marketing Managers: something will go wrong. No matter how well you’ve planned, how thorough you’ve been, something will go wrong. Don’t panic! Nearly every email campaign can be stopped. Creative can be updated. And you can stop an email send or send a “sorry the link didn’t work” email.

Measure

No campaign is complete without knowing how it performed! Since there are many things you can measure, consider which are the most important metrics for the campaign as a whole, then which might be appropriate for each channel or campaign element. Here are a few items I recommend:

  • Number of new leads
  • Number of marketing qualified leads sent to sales
  • Number of, or amount of, any deals created based on the campaign
  • Return on marketing investment

 Yep – that’s it. Those four numbers are the “bottom line” for your campaign. Compare results to your SMART goals to assess whether the campaign was successful.

 Conclusion

 You may be an old hand at marketing campaign implementation, or this may be the first time you’ve considered this approach. Just remember that the most important steps in your campaign are goals and planning. If you’re new, start small with pulling these elements together for a smaller email or social media campaign. SmartSheet has a very useful template that you can download from their website to help you with planning and launching your campaign. You can download it here.

If you find this process too complex to implement or have too many projects you’re balancing, Measured Results Marketing has campaign experts that can help you get the most out of your efforts. Contact us today!

 

The post Marketing Campaign Implementation: How to Herd Marketing Cats in 6 (not-so-easy) Steps appeared first on Measured Results Marketing.

]]>
Inaugural RevOps HubSpot User Group Meeting led by Measured Results Marketing scheduled for April 26th at 1:00PM Eastern https://www.measuredresultsmarketing.com/inaugural-revops-hubspot-user-group/ Thu, 21 Apr 2022 20:54:39 +0000 https://www.measuredresultsmarketing.com/?p=6192 First RevOps HubSpot User Group supports firms needing to scale their operations cross-organizationally: sales, marketing, product, customer support, and operations. CENTREVILLE, VA. (PRWEB) APRIL 18, 2022 Measured Results Marketing (MRM), the global leader in enterprise sales and marketing automation consulting, announced the first RevOps HubSpot User Group (HUG). Revenue Operations is the consolidation of operations across […]

The post Inaugural RevOps HubSpot User Group Meeting led by Measured Results Marketing scheduled for April 26th at 1:00PM Eastern appeared first on Measured Results Marketing.

]]>
First RevOps HubSpot User Group supports firms needing to scale their operations cross-organizationally: sales, marketing, product, customer support, and operations.

Measured Results Marketing (MRM), the global leader in enterprise sales and marketing automation consulting, announced the first RevOps HubSpot User Group (HUG). Revenue Operations is the consolidation of operations across your organization to provide your prospects and customers with a seamless experience.

Companies have increasingly adopted RevOps as a function over the past few years. The Boston Consulting Group research shows both an increase in sales productivity and a decrease in go-to-market costs. The RevOps HUG meeting is open to 350 people in North America. Professionals involved in RevOps, Sales, Marketing, Product, Customer Support, and Operations are welcome. Attendees do not need to be HubSpot users, but the discussion will refer to HubSpot’s platform and its 5 Hubs.

“Forrester indicates that RevOps Director searches on LinkedIn surpassed Sales Director by 68%. Organizations ready to scale their business need to establish the correct and professional way to incorporate this new discipline into their plans,” said Christopher Antonopoulos, CEO of Measured Results and HUG RevOps Leader. “We have seen through our sales and marketing technology work that visibility into pipeline, agreement on processes and communication, and proper use of technology lead to success. This HUG meeting represents a collective opportunity to define this new role. Special guest Kyle Jepson, Senior Inbound Professor from HubSpot, will co-host the event.”

Why Measured Results Marketing?

Evan Dean, Principal Channel Consultant from HubSpot said, “The HUG Team selected MRM to be a HubSpot User Group Leader based on their expertise in marketing, including the HubSpot tool set. When selecting MRM, we considered the awesome activation rates and feedback from the companies they worked with. Finally, we selected MRM because they know how to put on a great event!” MRM is a HubSpot Diamond Partner, one of the few AIC (Advanced Implementation Certified) Partners and brings ten years of experience to the meeting.”

“Christopher, and his team of Yetis at MRM, were instrumental in implementing our HubSpot sales and marketing platform. They have a deep understanding of the application of technology to execute marketing campaigns, attribute revenue, and improve market operations efficiencies.

This event promises to be particularly useful to understand how RevOps can support current organizational challenges,” said Simon Turner, CEO of Ocean 5 Strategies.

To participate in the RevOps HUG meeting on April 26th at 1:00PM Eastern, please visit the HUG event page to register. For questions, please contact Measured Results Marketing.

About Measured Results Marketing

Measured Results Marketing (MRM) is a sales and marketing technology consultancy that works with SaaS, association and professional services firms. They specialize in helping firms grow their pipeline, build efficiency into their operations, and create visibility around revenue operations. Founded in 2013, MRM uses a proprietary process, its Demand Generation Ecosystem®, to align the use of technology, internal processes, and measurement of results. MRM is a partner with almost 100 commonly used technologies and provides an independent view of their clients’ infrastructure. For more information, visit: http://www.measuredresultsmarketing.com.

The post Inaugural RevOps HubSpot User Group Meeting led by Measured Results Marketing scheduled for April 26th at 1:00PM Eastern appeared first on Measured Results Marketing.

]]>
Four Reasons You Need RevOps Now https://www.measuredresultsmarketing.com/four-reasons-you-need-revops-now/ Thu, 21 Apr 2022 20:39:45 +0000 https://www.measuredresultsmarketing.com/?p=6188 RevOps (revenue operations) isn’t just a new buzzword. Although it borrows from existing marketing, sales, and service operations disciplines it focuses on the full client journey. RevOps supports all customer-facing teams, improves revenue opportunities and customer satisfaction. Why is it time to consider adding a RevOps function to your organization? 1 – Broken processes Marketing, […]

The post Four Reasons You Need RevOps Now appeared first on Measured Results Marketing.

]]>

RevOps (revenue operations) isn’t just a new buzzword. Although it borrows from existing marketing, sales, and service operations disciplines it focuses on the full client journey. RevOps supports all customer-facing teams, improves revenue opportunities and customer satisfaction. Why is it time to consider adding a RevOps function to your organization?

1 – Broken processes

Marketing, sales, and customer success professionals all agree that there are gaps between each team in traditionally siloed organizations. Sales doesn’t act on marketing leads quickly enough, marketing can’t measure the value of their programs, and customer success has to rediscover client requirements during onboarding. 

Do you have a customer-centered process to address needs from lead generation through renewal?

2 – Broken data

Each team believes they have unique data requirements, which all need to be added into the data structure. Each group adds new fields and values to the database, which makes record management unwieldy and data difficult to use. With no governance, you’ll soon see duplication, invalid information, non-standard values, and far more. 

Do you have a single-source-of-truth database that all teams can report from confidently?

3 – Broken tech stacks

It is far too easy to add a new widget because it’s “vital”. Then, to have it abandoned when it’s too complex or doesn’t provide the value promised. Often, companies have multiple solutions that do very similar things. On a good day, that’s expensive. On a bad day, infrastructure will simply break down leaving vital tools unavailable to your teams.

Do you have a way to manage additional software that focuses on customer experience rather than technical wizardry? 

4 – KPIs don’t align with business success

While marketing reports hundreds of qualified leads, sales reports that only the leads they create close as new deals. And customer success reports high client attrition because the products they received weren’t what was sold to them. 

Are your teams’ success metrics aligned with organizational objectives?

How does a RevOps Wizard Solve these Challenges?

The strength of a fully-enabled RevOps leader is that they think through a client satisfaction lens. They consider process, data, technology, KPIs, training and more across the organization. To bridge organizational gaps, a RevOps leader will focus on ensuring the right processes are in place. They also guarantee all data is clean and reliable, and the tech stack is optimized to support the customer lifecycle.

Map processes

First, observe and interview. Find out from members of each team what processes they use to move someone from lead to renewal. Then, map actions against a timeline and overlay who “owns” that step. Next, how do you know a prospect has entered or left a given step. Lastly, what are the micro conversions that move a prospect through the pipeline. 

Then, RevOps works with the entire team to identify challenges that are slowing down or keeping clients from having a smooth experience.

Often, small changes in a process can result in significant improvement further along the customer journey. For example, changing a marketing-to-sales lead handoff process could speed up sales follow up, which would increase the prospect’s positive experience.  Or, if customer success can only onboard a client after their initial invoice is paid, consider incenting sales to complete a post-close outreach before handoff to customer success.  

Data governance

A RevOps professional knows how important data quality is to the smooth running of all customer-facing teams. Ultimately, data governance is an internal framework that manages the availability, usability, integrity, and security of data. It also establishes data standards and controls access to data. 

Although there are many aspects to data governance, one of the most important documents that RevOps should build is a data dictionary. This document maps all fields in each system, integration across platforms, and identifies the platform of record for any given field. Building this dictionary will help identify data or integration gaps, or inconsistencies in data formats. A data dictionary also provides clarity on what data structure you can add or change, while understanding impact across the ecosystem.

Tech stack management

Although most companies rely on IT to implement new sales, marketing, or success technology platforms, RevOps should be part of that discussion (or leading it). IT is amazing at making technical solutions work, whereas RevOps works with customer-facing teams to identify *why* to use particular solutions. 

First, RevOps should inventory all of the technology platforms teams use. Then look at each investment to see whether there is functional duplication, gaps, or inefficiencies. 

Once the customer-facing teams have had an opportunity to review their unique technology requirements, your revenue operations wizard can work with each team to simplify and streamline their piece of the tech stack, validate integrations, and cross-train where needed.

Conclusion

Do you still view operations as a cost center? With a new lens of customer experience, the RevOps function is able to find revenue opportunities, protect valuable data, and find ways to save time and money through wise technology choices. 

Want to learn more? Check out the services MRM offers in helping you adopt revenue operations at your company.

The post Four Reasons You Need RevOps Now appeared first on Measured Results Marketing.

]]>
How do you select new technology? https://www.measuredresultsmarketing.com/how-do-you-select-new-technology/ Mon, 21 Mar 2022 16:25:54 +0000 https://dev56.onlineimpactgroup.com/?p=5468 Choices, choices, choices How you select new technology for your organization is getting ever more complex. Remember when the most complex marketing or sales technology was a telephone? Or you might use a computer to keep track of show or print ad leads in dBase III, Act, or Goldmine? How about when someone requested information […]

The post How do you select new technology? appeared first on Measured Results Marketing.

]]>
Choices, choices, choices

How you select new technology for your organization is getting ever more complex.

Remember when the most complex marketing or sales technology was a telephone? Or you might use a computer to keep track of show or print ad leads in dBase III, Act, or Goldmine? How about when someone requested information and you sent a (paper) request to your literature department to send a catalog by (gasp) mail? Neither do I. Well, maybe a little.

How the world has changed! Now, it takes technology wizardry to select, implement, integrate, onboard, train on, and offboard marketing and sales technologies. With new software delivery methods, implementing new technologies is easier than ever. And this is dangerous. 

Many technologies promise to revolutionize the success of sales or marketing efforts. And many of these may be game-changers in specific instances–though possibly not at your company. How do you decide on technologies, especially if you need to write a business case for a major expenditure?

Options for marketing and sales technologies have exploded over the past 11 years, from 150 solutions to 8,000 available in 2020, according to Chief Martec.

select new technology

How do you evaluate new tools?

When was the last time a colleague came to you asking to implement a new tool right away, used it once, and then found it confusing? Or how about the new solutions chosen by a different team that couldn’t connect with your current tech stack?

There are several ways that people choose new technologies:

  • Ask peers: If you’re lucky enough to have a group of people you trust, this can be one way to find new technologies. If they have hands-on experience, then they can provide some feedback, including quirks you may encounter. The challenge is, are their circumstances and needs identical to yours?
  • Comparison sites: There are a number of comparison sites that can give you data about different solutions. Actual users provide reviews, which can be objective, but not always. If you’re starting your search based on a given challenge, you may not know how to search. 
  • Plug and play: Far too often, this is how technology decisions are made. A variation on this theme is that the salesperson was really convincing. This is the most common approach we’ve seen in small- to mid-sized companies. In fact, most of our clients come to us because they’ve implemented a series of technologies that they came to regret. 
  • Get expert external advice (from a Yeti): By external advice, I do not mean software salespeople. A skilled one can prove that their solution will address your gaps–and they may be right. However, they have a vested interest in your selection. Selecting a consultant who can provide unbiased advice can help you identify your specific needs and the solutions that will address them. Check out what questions you should ask before selecting a consultant.

 

Do you collaborate with other departments to select new technology?

Another challenge that we regularly see with clients is that different departments adopt  interdependent platforms without understanding whether they “play well” together. This wild west approach to software selection can be expensive at best, and disastrous to your data purity at worst (or just break stuff!).

When you’re working with valuable assets (and many SaaS companies state that their prospect and customer database is one of their most valuable assets), you can’t leave to chance whether a new widget will overwrite data that you’ve collected over years. Some companies rely on their IT department to validate any new software. They are the experts! But are they the experts in the problems you need to solve? 

Do you know how your technologies will integrate?

Step one for getting all of your technologies aligned is to create a chart of the tools you use and how they work together. These can combine processes, software, data and more to understand your company’s technology ecosystem. Regardless of how you may select software, knowing what you have and how it works together will help you (or a consultant) make the best decisions based on your specific needs. 

Here are the steps we take when assessing technology needs:

  1. Talk with teams who interact with customer data (usually sales, marketing, technology, services, finance). 
  2. Identify all of the software solutions currently used, who uses them, and the challenges that the platforms were chosen to solve.
  3. Look at the relationship between the data and software platforms. Is there any duplication? Are solutions being used to their full potential? Are there solutions in one department that could address requirements in another department? Do software solutions integrate in a way that protects data integrity or do they provide “back doors” that can have unintended consequences?
  4. Recommend the best solution based on your current infrastructure, suggest changes where we see challenges, and introduce solutions that will address your needs (even if it’s a solution another department already has). 
  5. Integrate. Validate. Test. Train. Deploy. 

Conclusion

With so many solutions that can be implemented, understanding the entire ecosystem and making considered updates can keep your data safe while also saving money by getting rid of “extras” your company doesn’t need. 

Sounds good but you don’t have the time to take to select new technology? Measured Results Marketing can do the heavy lifting for you. Learn more about our Technical Assessments today. 

The post How do you select new technology? appeared first on Measured Results Marketing.

]]>
5 Secrets to a High Performing Sales and Marketing Funnel https://www.measuredresultsmarketing.com/high-performing-sales-and-marketing-funnel/ Mon, 14 Feb 2022 21:33:46 +0000 https://staging.measuredresultsmarketing.com/?p=4629 We know you’re working hard to end this quarter with record-breaking closed deals. Looking for ways to maximize your pipeline, close more (and better) deals, and increase the efficiency of your sales and marketing processes? Follow these tips to build your high performing sales and marketing funnel. Audit your lead management process Turning leads into […]

The post 5 Secrets to a High Performing Sales and Marketing Funnel appeared first on Measured Results Marketing.

]]>
We know you’re working hard to end this quarter with record-breaking closed deals. Looking for ways to maximize your pipeline, close more (and better) deals, and increase the efficiency of your sales and marketing processes? Follow these tips to build your high performing sales and marketing funnel.

Audit your lead management process

Turning leads into customers is a huge priority for both sales and marketing teams. Therefore, having a clear, agreed-upon process will support your teams in filling pipeline faster and closing more deals quicker. Audit your lead management process to ensure it’s tuned to maximum efficiency.

An effective audit is a detailed review of your sales process including everything from staff and software, to strategy. Audits identify gaps and opportunities for improvement. Here are some questions to ask during an audit:

  • Do sales and marketing have a shared definition for each step of the demand generation funnel?
  • Are the right leads getting to your salespeople at the right time?
  • Do you have agreed-upon criteria for what constitutes a sales-ready lead?
  • Is sales closing the loop on next steps for each lead? And — most importantly — are you nurturing the leads sent back?
  • Are your forms, nurture flows, and automations/workflows up to date?

Knowing where to prioritize your efforts can be confusing. That’s why understanding your leads’ paths to purchase is imperative, and why a lead management process audit should be a top priority now.

Want expert advice on how to audit your marketing and sales ecosystem, or unsure where to start? The MRM Yetis offer a Lead Management Demand Generation Ecosystem Workshop that where we walk through your lead management process and provide customized recommendations for assuring that no lead is left behind.

Implement or update a lead scoring system

A lead scoring system easily identifies how likely your lead is to close, based on parameters that are unique to your organization’s definition of sales-ready leads. Lead scoring automates your lead management process and places leads where they belong in the funnel, significantly reducing time you may spend looking at each lead as it comes in.

If you have a lead scoring model in place, take some time to review the positive and negative triggers to make sure they align with your current marketing and sales ecosystem. Does your team still use lead scoring rules in their sales and marketing process? Do the associated triggers need to be updated or removed? Do you find that you have to override the automated scoring often?

Now is the time to implement a lead scoring model if you do not already have one. Lead scoring models can be as simple or complex as your organization requires, and even a simple model is a huge benefit to your sales and marketing teams.

Not certain how to implement an effective lead scoring model? The MRM Yetis can work with you to define and build one!

Make sure your systems are integrated properly

Improperly integrated systems can be a huge strain on your organization. Missing data, disconnected data, incorrect data, and manual intervention are all symptoms of a disconnected system. Visibility into your entire tech stack is foundational for sales and marketing success.

Take a look at your tech ecosystem to see if there are sync errors, field-mapping issues, or reporting gaps. Knowing what you don’t know will provide a roadmap of what work to do for the rest of the quarter (or year).

If you’re not sure where to get started in aligning your marketing and sales organization, get your Yeti on and let us be your guide through the process. If you have already made steps towards alignment, we can help refine things for you to make sure your demand generation machine is running on premium.

Clean data closes more deals

The better your insights, the better business decisions you can make. And better business decisions means closing more deals, more efficiently.

Your CRM is the heart of your organization’s success. Do you trust the data in your CRM to provide your organization with a clear idea of what works, what doesn’t, and what is missing? Can you see where your leads are coming from, and what is contributing to closed deals?

If not, it’s time for some spring data cleaning. Here are some ways to clear out the clutter and ensure your team is working on the right prospects.

  • Cleansing data: take some time to audit your entire data ecosystem and scrub obvious bad data, such as hard-bounced or unsubscribed contacts, duplicate contact records, and unengaged contacts.
  • Normalize Data: create a standard for data management and input into the CRM. Determine rules and field requirements for creating new contacts. Onboard or train all affected teams with updated processes.
  • Deduplication: in addition to deduplicating contact records, you should reconcile all properties, forms, workflows, and reports to ensure your team is using the correct data.
  • Append Data: update lead source information to contact records by appending campaign data to records that meet certain criteria. If you use the campaigns feature in HubSpot, focus on ensuring each campaign has all assets associated and that campaign goals information is filled out.
  • Segment Data: build customized groups to personalize messaging based on lifecycle stage, industry, target personas, or specific needs. By creating tailored campaigns and messaging that resonates with different types of buyers, you improve your likelihood to close business.

Clean data isn’t just important in one part of a process or system, but all parts.

Need help from an expert to define data strategies and best practices for your organization? Our Yetis can help you leverage data within multiple systems with advanced segmentation customized for your company.

Show your unengaged contacts some love

You’ve already done the hard work of acquiring new leads, don’t let that effort go to waste! Contacts with low engagement are more than just unopened emails — they’re opportunities to retain and upsell. Create a re-engagement campaign specifically for low-engagement contacts.

Start this process by first identifying unengaged contacts that should be removed from your database completely. This will ensure that your team is only contacting appropriate leads.

From there, determine your rules for what “low-engagement” means to your team. This will determine who is part of your re-engagement campaign. HubSpot has several fields you can use to create the appropriate list of contacts for your re-engagement campaign:

  • Last email date
  • Last form submission
  • Create date
  • Last email opened
  • Last email clicked.
  • Recent conversion date
  • Last reply
  • Last date purchased
  • Latest activity date

When copywriting for your re-engagement campaign, make sure to focus on solving your client’s business needs and speaking directly to their pain points. What problems do your leads face on a day to day basis? What problems can you solve? Let your skills and testimonies shine through to help spark a new interest from your readers.

The goal is to become top of mind to your lead and attract contacts back into your sales funnel, where they can be worked by marketing and sales teams.

Need some help identifying what prospects to focus on, building campaigns and workflows, and identifying opportunities for sales enablement success? The MRM Yetis are experts in creating re-engagement campaigns that work.

Conclusion

Getting your marketing and sales technology, processes and people in alignment means that you have the foundation to build (and continue to grow) a robust and high performing sales and marketing funnel.

Do you know you need help but don’t have the time (or expertise) to handle these things yourself? Contact the Yetis — We’d love to help your sales and marketing funnel!

The post 5 Secrets to a High Performing Sales and Marketing Funnel appeared first on Measured Results Marketing.

]]>
Resilience in 2022 https://www.measuredresultsmarketing.com/resilience-in-2022/ Mon, 10 Jan 2022 22:03:48 +0000 https://staging.measuredresultsmarketing.com/?p=4581   Lessons from the 2-year long pandemic Like many, MRM team members have considered setting New Year’s resolutions for diet, exercise, debt management, getting organized, and giving up pesky habits. Rather than setting resolutions that typically fall off the radar by February, we’re adopting a New Year’s theme. What is a New Year’s theme? It’s […]

The post Resilience in 2022 appeared first on Measured Results Marketing.

]]>
resilience in 2022

 

Lessons from the 2-year long pandemic

Like many, MRM team members have considered setting New Year’s resolutions for diet, exercise, debt management, getting organized, and giving up pesky habits. Rather than setting resolutions that typically fall off the radar by February, we’re adopting a New Year’s theme.

What is a New Year’s theme? It’s a one- or two-word idea that helps shape day-to-day actions; a concept that will make a significant and positive difference to all areas of your life. On a personal level, a theme could be health, mindfulness, family, or helping others. Implement your theme by starting each week with a decision about how you can weave your theme into your days.

How about a New Year’s theme for your business? In addition to traditional annual forecasts, objectives, and SMART goals, adopting a theme for the year encourages your organization to focus on a unified vision.

In 2022, Measured Results has adopted the theme of Resilience.

Why resilience? Like nearly every other business, we have learned quite a few difficult lessons over the past 2 years. With creativity, we’ve overcome these challenges and look to continue in the New Year. We want to share those lessons with you, so you can increase your resilience in 2022, too.

Lesson One: Downtime Happens

As we continue to battle different variants of the Coronavirus, planning for team health absences can put a strain on your operations.

In the past when a colleague was sick with the flu, it typically only affected that one employee. Everyone else could proceed with their normal activities. Unfortunately, at the beginning of 2022, if anyone in a family, classroom, or social gathering gets sick, everyone in that group can be affected. This means that many more colleagues will need time to care for themselves or others.

Most of us understand the implication of having kids home from school because someone in their class or a family member was potentially exposed. Quarantined kids can require employees to take time (or concentration) away from work.

Although this may sound obvious, the same absences are happening with clients, vendors, and partners. This means planning for how to address key players’ absences will be important to a successful and resilient organization in 2022.

Health is central to resilience.

Lesson Two: Changes Happen

In every one of our client organizations, there have been a disproportionate number of transitions in 2021; whether someone left an organization or an individual transitioned to a new role.

What has been different was (and still is) the pace of change. And the trend line continues to rise sharply. According to Labor reports, 4.5 million people, or 3% of the national workforce, resigned their positions during November 2021. Think about that statistic for a moment. If we carry that metric out to a year, that would mean that nearly 4 out of 10 employees will have resigned! Compounding this challenge, job postings have topped 10 million for six straight months, so employees have a range of greener pastures to consider.

How do you, as a vendor or as a company, address having a new team when you are in the middle of a project?

Our first step is to work with a client on a project reset. We review objectives, approach, responsibilities, and definition of done. Successful project completion depends on having a shared understanding of goals, understanding roles within the project, and clear communications between everyone on the project. Sometimes a new team member will have a different vision for the project, so the reset is a great time to identify changing or new objectives and set expectations for achieving those goals. Without a reset, projects may fail or fail to complete.

Flexibility is an important factor in resilience.

Lesson Three: Redundancy Should Happen

Redundancy, in the engineering sense, is the inclusion of extra team members who are not strictly necessary to functioning, but understand the context of projects, to mitigate downtime. Having back up helps to assure that work can continue regardless of other issues.

A tangible example of redundancy is including several team members on communications so if someone is out or under the weather, work can continue. Additionally, when someone takes time off, clients know who is helping them.

Continuity mitigates risk, which builds resilience.

Lesson Four: Communication MUST Happen

In an environment of change, ongoing communication with clients is central to project success. It’s important to set expectations; for a project, task, even for calls. Since we often conduct workshops and working sessions, setting objectives for the call helps participants understand how they are investing their time and what the outcomes will be.

Are we done yet? Although the process of completing complex technical projects requires communication, it’s also important to set a definition of done that is agreed between our consultants and clients. There are times that a definition changes (after all, the things often change), however having a clear, current understanding focuses project team members on what needs to be completed.

And communication is a two-way street. We rely on client transparency so we can achieve the goals that they outline. Keeping your MRM project team aware of team changes, sick leave, PTO or changes in project direction helps us focus on the right tasks at the right times..

Clear communication helps all team members with their resilience.

Conclusion

A recent Harvard Business Review article defines resilience as a company’s capacity to absorb stress, recover critical functionality, and thrive in altered circumstances. In 2022, the MRM team is committed to benefiting our clients through growing even more resilient.

Over the next several blog posts, we’ll go into more detail on each of these lessons and further explore the theme of resilience.

The post Resilience in 2022 appeared first on Measured Results Marketing.

]]>
Bringing Operations to the Forefront https://www.measuredresultsmarketing.com/revenue-operations-how-to-take-the-right-risks-to-become-a-strategic-partner/ Wed, 20 Oct 2021 17:05:20 +0000 https://staging.measuredresultsmarketing.com/?p=4535 As a Revenue Operations professional, you likely know where the tech stack bodies are buried. Remember that software you had to integrate “right away” last summer? How about that report functionality that took days to build, but hasn’t been looked at since? Or last week when your team member insisted that the integration stopped… integrating? […]

The post Bringing Operations to the Forefront appeared first on Measured Results Marketing.

]]>
revenue operations strategy

As a Revenue Operations professional, you likely know where the tech stack bodies are buried. Remember that software you had to integrate “right away” last summer? How about that report functionality that took days to build, but hasn’t been looked at since? Or last week when your team member insisted that the integration stopped… integrating? It’s time to look at the perception of operations strategy since you’re uniquely positioned to provide significant value to the organization.

Operations roles are too often viewed as implementation or support arms of broader teams like Sales, Marketing, or IT. However, when everything is running smoothly, it’s fairly invisible to the organization.

What is the current perception of Revenue Operations?

  • Firefighters: Fix a technology problem created by any part of the organization, after they have tried unsuccessfully to fix it themselves.
  • Software Installers: Implement software that a department purchased. “We Bought “X” software and it needs to be up and running by the end of the week.”
  • Reaction-based: A services organization to react to problems, rather than proactively identifying areas of improvement and preventing problems.

 

How do you change it?

The old saying of “dress for the job that you want instead of the one that you have” really applies to Operations. If you want Revenue Operations to play the same strategic role as other departments in your organization, you need to take on some of the responsibilities that they do regularly so that you are seen in the same way. (Watch out Sales and Marketing!)

Our current economic climate presents a golden opportunity to implement a Revenue Operations strategy since companies are struggling with budgets and headcount. That is typically achieved through making processes more efficient and relying more on technology to take over repetitive tasks.

Below are a few examples of ways to increase your value to the organization:

  • Analyze the Sales process and identify what parts can be made more efficient. Examples include entering data, segmenting prospects by engagement, qualified, etc., and automating follow-up tasks. Then, present those findings to leadership, including a proposal on how to address issues you’ve uncovered.
  • Build a 12-month Operations plan. You likely have received requests from all across the organization for help. Consolidate and prioritize those items into a plan with budget, necessary resources, and anticipated results. Most other departments do this level of planning, and so should Operations.
  • Interview the Sales, Marketing, Product, and IT teams to understand if there are challenges they have been struggling with that Operations can solve with establishing processes and/or technology. Tying Operations’ initiatives directly to pain points is a great way to show you are proactive and will help change the perception.

In summary, as a Revenue Operations expert, you are in a unique position to understand challenges across the organization and are able to provide solutions that individual departments may not have the view to even consider.

Are you looking for a partner to help you build Revenue Operations at your company? Contact us and we can help you with that.

The post Bringing Operations to the Forefront appeared first on Measured Results Marketing.

]]>
7 Questions to Ask Before Buying New Marketing Tech https://www.measuredresultsmarketing.com/seven-questions-to-ask-about-your-marketing-tech-stack/ Mon, 20 Sep 2021 17:51:26 +0000 https://staging.measuredresultsmarketing.com/?p=4361 It’s that time of year again! Marketers are putting pen to paper, deciding how to meet aggressive goals next year. You’re likely considering whether adding tools to your marketing tech stack will bring the additional oomph your strategies need.  Before investing hours in taking multiple calls from technology vendors, take stock of where you are […]

The post 7 Questions to Ask Before Buying New Marketing Tech appeared first on Measured Results Marketing.

]]>
Marketing Tech Stack Assessment and Augmentation

It’s that time of year again! Marketers are putting pen to paper, deciding how to meet aggressive goals next year. You’re likely considering whether adding tools to your marketing tech stack will bring the additional oomph your strategies need. 

Before investing hours in taking multiple calls from technology vendors, take stock of where you are and whether your current tools can be optimized to better achieve your goals.

Ask these questions before deciding to add to your marketing tech stack

1) Regardless of what tools you have, what are the concrete goals you want to achieve and how will you measure them?

2) Are you capturing all leads and where they come from?

3) What three things would make a significant difference in generating leads and converting them into prospects?

4) Do you have a systematic lead management process? Are leads getting to sales, and are they following up?

5) Is your challenge generating enough leads, or qualifying the ones you get?

6) Do you already have the right technology, but it does not solve the issues listed above?

7) Is the new technology going to fix the problems you’ve identified, or is there an underlying process or a culture within the organization that stands in the way?

Many marketers find it surprising that they need to improve their current marketing tech stack before adding on to it. There are even tools you can use to track your technology stack! You’ll thank yourself for going through this quick exercise to determine what your needs are and what is causing your challenges. You’ll then be able to make informed decisions about whether further investments in a technological solution is the best approach. 

Not certain how to evaluate your technology? Please message me and we can discuss what might be best in your unique situation. 

The post 7 Questions to Ask Before Buying New Marketing Tech appeared first on Measured Results Marketing.

]]>