Manage Your Leads to Sales Ready Status with Marketing Automation Services
You've read the reports, companies that excel at demand generation with lead nurturing using marketing automation have:
- 50% more sales-ready leads at 33% lower cost per lead
- Lower percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%)
- Win rates on marketing-generated leads (7% points higher) and
- Lower "no decisions" (6% points lower)
- More sales reps make quota (9% higher)
- Shorter ramp up time for new reps (10% decrease)
- A 20% increase in sales opportunities versus non-nurtured leads
- 18% higher revenue
- 100% increase in deal size
In our last newsletter we discussed the question of why lead management and marketing automation. You may have been researching this topic for some time, and are aware that this is not a software only solution. To achieve these outcomes additional components are required:
- A defined program, knowledgeable program management and processes
- Appropriate content
- Regular campaigns
- Resources to manage associated operations
- Discipline to execute consistently and thoroughly
As a result of our own implementation over a year ago, we've come to realize this capability is essential for most B2B marketing and selling organizations.
In short, marketing automation, and the information it gathers, is as essential to marketing as CRM is to sales. It might well be of greater value to sales than even CRM because of it's impact on the top end of the sales funnel. This is the expensive and critical stage where new opportunities can be attracted, and new relationships can begin.
Two key factors that improve sales productivity and results are increasing the volume and quality of "sales ready leads," and reducing the time required of sales to prospect and get new accounts to an active buying stage.
Outsourcing Approach
IDC has concluded: "In many cases, outsourcing demand generation and lead qualification is the best path to success. Most organizations do not practice this kind of rigor across internal groups and therefore may well find outsourcing a path to delivering higher quality results."
Our observations include:
- Lead management with marketing automation is a "must have" capability that can be implemented within a week and produce outcomes even within the first month, with a knowledgeable firm
- The visibility these capabilities provides sales is actionable and motivating
- The surprise experienced by most customers in the opportunities that show up from dormant leads within the CRM system and unknown active website activity is considerable
- $3,500 per month for a no-long-term commitment is a great value and way to come up the learning curve with experienced professionals
About Avitage
Avitage (name derived from audio-video montage) is a business communications services company. We help companies enable users to communicate internally, with sales channels and customers using tailored, dynamic, multimedia communications to capture attention and motivate behavior change. Through unique ways to create, manage, deploy and deliver custom multimedia communications, our customers produce high volumes of professional quality, reusable, modular, multimedia assets, with development times measured in minutes, hours or days at costs well below traditional production methods.
We are unique in the way we enable the business front line to instantly assemble and deliver custom multimedia shows that are tailored to the specific interests of each audience. This creates a competitive advantage that increases win rates, reduces sales cycles, increases selling time—all while lowering selling costs. Learn more at www.avitage.com or call us at 781.522.8000.
Avitage iNgage Lead Management Services
There are three ways you can buy the Avitage Content Publishing Program services to support your program with marketing automation:
1. A complete, outsourced program as described below, including marketing automation as a service on a monthly contract with complete operations and program management;
2. Buy an annual marketing automation license - we recommend and sell Marketo - and we will help you define and implement your lead management program as explained below. Then, buy lead generation, content creation and lead management operating and program management services as required by your organization;
3. Buy an annual marketing automation license and we will assist you, implement the system, define and set up your program, and teach your people. You will operate the program, and can buy services a la carte as needed.
Content is the fuel that makes a lead management program work. To quote Lance Armstrong: "It's not about the bike!"
Our services leverage our unique "publishing process" to create, manage, assemble for relevance and deliver the appropriate content, at the right time, using the most convenient method for each viewer.
We lower production costs for customers by creating content for multiple purposes -- training, marketing, selling -- and for multiple delivery methods -- web, print, streaming video, podcast, online web meetings, PDA, and more.
To satisfy the educational nature of lead nurturing content, we've developed a process to create high volumes, of modular and therefore highly tailored content, quickly (days and weeks) and at costs far below traditional production companies and agencies. Often, this content is delivered as compelling multimedia "vignettes" to help capture attention, to explain complex ideas, and to motivate action. (See this example from a short introduction to our lead management service.)
To manage and maintain the volume of associated and synchronized source content -- visual, audio, Flash, video and related documents and web links -- we've develop a unique management, assembly and delivery system called Avitage Collections.
To provide personal touch to the lead nurturing process, we have partnered with several outsource telesales organizations -- and can work with yours -- to provide this critical and complementary component to your program.
The results are the outcomes you seek: higher revenue and conversion rates as a result of higher lead quality and volume. In addition, you realize lower operating costs and better sales execution as a result of the messaging, knowledge sharing and content services we provide.
What you don't have is delayed benefits, high learning curve, time and effort to acquire and manage the resources needed to fulfill on your expectations of a professional lead management program.
This is important for organizations of all size -- from small and mid-sized companies, to departments in very large organizations -- who lack the experienced managers and operators to make this program work.
To request a preliminary conversation to discuss your program requirements, please click here.
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