July 19, 2018

Making a Strategic Impact

Ray Kemper | CMO, Televerde, GreenFig Instructor
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Ray Kemper | CMO, Televerde, GreenFig Instructor

When GreenFig approached me about participating as an instructor in its new Digital Marketing Science Course, I was not only honored but thrilled to have a chance to participate in a new, innovative program to build savvy digital marketers.

Traditional university marketing programs set a great foundation for marketers, but their ability to stay current on the incredibly fast-moving world of digital marketing falls flat.  I have hired many marketers over the years at AT&T Mobility, Microsoft, and others, and I have hesitated when hiring early career graduates.  The learning curve for being able to hit the ground running for digital marketing roles was just too steep when you have an already stretched marketing team.  I have typically needed someone who could make an immediate strategic and tactical impact on my digital efforts. The GreenFig Digital Marketing Science microdegree seeks to bridge that gap for the new graduate or the professional wanting to deepen their skill set. Digital marketing is now driving most of the marketing strategies across all industries and it continues to grow. Congratulations to students on taking a giant leap forward toward becoming a digital marketing professional.

The course I am teaching is called, Planning for ROI-Baseline KPIs for CMO Dashboards.  In this session, we will have some fun addressing the following key areas:

  • The evolving role of the Chief Marketing Officer and its role in the C-Suite. Perhaps no role has evolved as quickly as the CMO role over the last 5 years.  With an incredible growth in marketing technology, the CMO has gained more insights that have transformed marketing’s impact on the business.
  • Understanding the Customer Lifecycle and Marketer’s unique role in driving it. The customer experience(CX) is driving a company’s differentiation like never before and marketing has the most holistic view of the customer engagement touchpoints throughout the customer lifecycle.  The challenge is driving the insights to impact CX excellence.
  • Identifying the key metrics a CMO cares about along the customer lifecycle. Metrics tell a story and the CMO is the company’s chief storyteller.  Marketers must focus on the metrics that tell the story of revenue growth, return on investment, and customer experience enhancement.
  • Learn the strategy, categories, and content elements of a CMO Dashboard. A Dashboard is not just a collection of figures.  It knows its C-suite target audience, highlights marketing’s contribution to business objectives, highlights areas that need executive focus, and drives new initiatives.  The challenge is to not overwhelm the target audience.
  • Discuss the different types of marketing attribution and their challenges for enabling the story of marketing impact. The ability to track influence and impact for online and offline marketing activities has dramatically improved, but it still has its challenges and a CMO’s peers will frequently point them out if your data and attribution strategy is articulated well to your stakeholders.

Finally, we will touch on marketing’s alignment with the sales team and the importance of collaboration between the Chief Marketing Officer and Chief Sales Officer.  Marketing drives pipelines in the B2B world but rarely closes a deal.  Locking on the key measurement for ROI together and having a single source of truth for measurement, like a Marketing Dashboard, can help you stay focused on driving results.

By Ray Kemper


Related Posts.

How to Optimize Your Sales Funnel With Better Lead Management

GreenFig instructors Sue Hay and Jerine Erice recently taught classes in Marketo, Salesforce and analytics to our lifelong learners in Digital Marketing Science. We share their blog that underscores the value of a well-examined lead management process and provides actionable steps to optimize marketing strategy and increase ROI. Read and learn! Resolved to improve your sales and marketing effectiveness this year? Lead management might be the answer. A good lead management process starts with defining potential customers (or leads) and taking them on an educational and nurturing journey based on their buying persona before ultimately being passed on to the sales team. Lead management measures, tracks and reports on this customer acquisition process, from the first point of contact to the closing of the sale. This allows sales and marketing to work in tandem, with the ultimate goal of increasing conversion rates and ROI while shortening the duration of the process. This process is arguably the most important aspect of marketing. But according to DemandWave’s 2017 State of Digital Marketing Report, many marketers still find that obtaining high-quality leads is their number one challenge. Why do marketers continue struggle with this, and what can you do about it? Here are four lead management tactics that you can adopt now for a more robust lead marketing strategy and better-optimized sales funnel in 2018. 1. Get Sales and Marketing Aligned The alignment of sales and marketing is critical to lay the foundation for an effective lead management process. This ensures that the company as a whole is working toward a similar goal. The responsibility of increasing ROI becomes the responsibility of both teams. This alignment, especially in the case of B2B companies, shortens the sales cycle and makes it more efficient. In order to achieve this alignment, both teams needs to be on the same page -- aware of their responsibilities, as well as the intricacies of the process itself. Call a meeting to go over your Ideal Customer Profile (ICP) and the lead management process. Make sure everyone knows the different stages a lead goes through as well as the proper way to handle a quality lead. Some key journey points to remember include Marketing Qualified Lead (MQL), which is based off of lead scoring, Sales Qualified Lead (SQL) and Sales Accepted Lead (SAL), which are identified after a meeting occurs and the lead progresses through the sales cycle. Here is a helpful checklist to get you started. 2. Analyze the Lead Journey Once a lead is created and enters the process, the lead journey is analyzed over time. Tracking can be done through a CRM platform like Salesforce.com, SugerCRM, Hubspot CRM, social media analytical tools and email marketing analytics. Salesforce is one of the major Customer Relationship Management (CRM) tools to document and keep track of important information. Through Salesforce, marketers are able to take a well-rounded look at their business and manage relationships with the partners and other strategic alliances, existing customers and prospects. With tracking, you learn that lead’s process and behavior. This knowledge proves valuable when developing content and tactics to use during the lead management process. Even if these leads have been passed off to the sales team, they are still important to track. Through monitoring, you can measure sales performance, and calculate marketing and sales ROI. This information is key because it allows you to learn how expensive each lead is and the proper steps to take in order to get more quality leads while reducing cost. You are able to analyze your marketing efforts as a whole, and make any necessary adjustments to save time and money while increasing revenue. 3. Score Your Leads Next, it is crucial to score your leads with lead scoring tools built into platforms like Marketo or Hubspot. Through scoring, you are able to determine not only the lead’s interest in you, but your interest in them as well. This allows the sales team to only spend time on leads that matter since higher scoring leads are more likely to convert. To have an effective lead scoring system, it is important to look at the lead’s persona, level of engagement and timing. 4. Nurture Your Leads Last but not least, it’s important to nurture high scoring leads before passing them to the sales team. According to DemandGen, leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities. It is important to determine the unique preferences of your leads. What drives their attention? From there, you can create targeted content that is relevant and valuable to them. Some of the most effective targeted content includes email nurture campaigns, promotional offers and call-to-action content. For more information on GreenFig’s upcoming courses taught by industry leaders like Jerine and Sue, check us out at www.greenfig.net.

Thursday, July 19, 2018