DemandGen Today: New quarter, new campaigns, same problems?

------=_Part_124295984_845913762.1678470912034 Content-Type: multipart/alternative; boundary="----=_Part_124295987_1587778137.1678470912034" ------=_Part_124295987_1587778137.1678470912034 Content-Type: text/plain; charset=UTF-8 Content-Transfer-Encoding: 7bit ============================================================ MarketingProfs DemandGen Today 6 things that will increase your demand gen performance. Read this issue on the Web. Just follow this link: ============================================================ You received this newsletter at this address ({EMAIL}) as part of your subscription to MarketingProfs.com, or because you subscribed to our newsletter. To ensure that you continue receiving our emails, please add us to your address book or safe list. Manage your mail preferences: If you prefer to no longer receive MarketingProfs DemandGen Today, you can always leave this list: Copyright 2000-2023 MarketingProfs LLC. All Rights Reserved. 1985 Riviera Dr, Ste 103-17 | Mount Pleasant, SC 29464 | (866) 557-9625 ------=_Part_124295987_1587778137.1678470912034 Content-Type: text/html; charset=UTF-8 Content-Transfer-Encoding: quoted-printable =20 6 things that will inc= rease your demand gen performance=20 =20 =09=09 =20 =09=09=09=20 =20 [3D"MarketingProfs] =20 =20 =20 March 2023 =20 =20 =20 =20 =20 Welcome to the beginning of the end of the first quarter, Friend! The start of a new year is an exciting time for marketing... Fresh budgets,= new quarter, new goals, new targets... A chance to revamp and spring-clean= . And yet, how do we invariably end up feeling deflated by the end of Q1? [3D""] =20 Change for the better isn't something that just happens. If you want your c= ampaigns to perform, you need to work at effecting change. To help you get a little head start on planning for Q2 and get some results= in the bag before you hit the midyear mark, I've compiled a little list of= the Top 6 areas that can be improved. When we're auditing demand gen campaigns, I invariably see these areas as m= ost in need of improvement. 1. The Robustness of the Journey How do your campaigns connect together? Depending on where your lead is in = the awareness journey, conversion usually takes more than one campaign. There's a classic school of thought on needing 7–12 touches before be= ing ready for conversion; and though that doesn't hold up under scientific = scrutiny... it does provide a useful yardstick. Prospects need engagement to convert—they need to understand how you = fit into solving their problem. That can take time. Especially in B2B. How [do your campaigns connect together](3D")? Do they cascade = and provide and prompt next steps? Or do they fall into the void of nothing= ness after the first campaign? 2. IFTT If This, Then That: Marketing automation allows us to track behavior and pe= rsonalize the process with if-then logic. When important behaviors happen, = what do you want to happen next? Planning for behavior allows you to [funnel leads appropriate= ly and increase conversions](3D"=). When looking at your campaigns, take care to decide what behaviors you want= to track, and what you want to do as a result of seeing that behavior. 3. Segmentation I always check for how well campaigns and lists are segmented. Segmentation= is closely linked to IFTT, but it should be used extensively when launchin= g campaigns to your existing list. You should [segment your audiences](3D") on their lead stages, = their product interests, their content interactions, and their engagement. = Good segmentation is the difference between high-converting personalization= and the sort of icky marketing messages that make prospects unsubscribe. 4. Plan for No As the beautifully goal-oriented species that humans are, we like to plan o= ur campaigns for conversion. That's what we want ultimately! So let's make = it happen! Whoa there, tiger—we also need to plan for the absence of = [the behavior we desire to see](3D"). When auditing campaigns, I often notice that "no"—or, rather, the lac= k of "yes"—is ignored. What happens when your leads don't do what you want them to do? For instanc= e, if they click to the cart or the webform you want them to complete... bu= t they DON'T do it... What will you do with them? 5. MQL to SQL This may seem like a silly one—we all know we should be [planning for MQL to SQL](3D"ht=)! But I've not lost the plot just yet, I promi= se. Here's the problem: MQL to SQL is usually much too superficial to be us= eful to Sales. I often see SQL behavior being defined as "engagement." Instead, you should= be tracking sales intent behavior—interactions that display that som= eone is making a purchasing decision. In the same way, traditional lead scoring models often don't denote actual = leads: Simple engagement isn't enough to know that a prospect is ready for = sales intervention. Go deeper. 6. Postmortems All the Way And finally—what happens when you're done with a campaign? Do you ski= p gleefully onto the next one, or do you go back and scrutinize how it all = went? Whether or not your team is learning from past efforts is a way to gauge ho= w effectively a team is running campaigns. So don't rush off to your next lot of campaigns; [dissect just-completed ones](3D"=) to see how you're doing= .=20 * * = * So, Friend, those are some of the things I look at when I'm auditing campai= gns and their effectiveness. What will you implement? What will you be improving? [Give us= a shout](3D"mailto:supp=) and let me know how you're getting on! And to keep you at peak performance, below are some more goodies to sink yo= ur teeth into. =20 =20 =20 =20 [3D"Kenda] Demand Generation Consulting Practice Lead MarketingProfs =20 =20 =20 =20 =20 =20 [=3D"Shakeup](=3D") Attract and Nurture: Demand Generation W= orkshop and Certification Demand generation and marketing automation are two power= ful elements of a smart marketer's plan for B2B success. And the good news = is, getting the best results from them doesn't require magic=E2=80=94just g= ood science! This April 12 [workshop by Kenda Macdona= ld](3D") is part of MarketingProfs' [Shakeup B2B](3D"=) onl= ine conference, April 11–13, designed to shake your company and your = career out of the marketing status quo. [Register for the= conference and workshops ►](3D") =20 =20 =09=09=09 =20 =20 =20 =20 =09=09=09 =20 Demand Gen Resources = d> =20 [3D"Webinar"] [How to Crea= te a Sales Enablement Process That CONVERTS [Webinar]](3D"=) [3D"Podcast"] [How to Gene= rate High-Quality Traffic That Turns Into Leads and Sales: Brian Dean on Ma= rketing Smarts [Podcast]](3D"=) [3D"Webinar"] [Master Your= Demand Generation Nurture [Webinar]](3D"=) [3D"Article"] [Why It's No= t Your Sales Team's Job to Nurture Leads [Article]](3D"=) [3D"Webinar"] [Triple Your= MQL to SQL Conversion Rate Using Science-Based Hacks [Webinar]](3D"=) =09=09=09=09=09 [3D"Research"] [The Top Cha= llenges B2B Sales Reps Face Early in the Sales Cycle [Research]](3D"=) =09=09=09=09=09 [3D"Podcast"] [The Power o= f a Collaborative Content Strategy: Andy Crestodina [Podcast]](3D"=) =09=09=09=09=09 [3D"Virtual] [The Secret = to My (Demand Gen) Success* [Master Class]](3D"=) *Available to MarketingProfs PRO members =09=09=09 =20 =20 =20 =20 =20 =20 Your DemandGen Team Your team for this issue (in alphabetical order): Megan C= ordero, production director; Vahe Habeshian, publications director; Kenda M= acdonald, demand generation consulting practice lead. =20 =20 =20 =20 =20 =20 [3D"Ma=](3D"=) =20 Copyright © 2000–2023 MarketingProfs, LLC All Rig= hts Reserved Read our Terms of Service [here](3D"=). This email was sent to {EMAIL} as part o= f your MarketingProfs subscription. If you prefer to no longer receiv= e MarketingProfs DemandGen Today, you can always [leav= e this list](3D"). =09=09=09 Did someone who cares about you forward this to you? [Subscribe here](3D=) to get your own copy. MarketingProfs, LLC | 1985 Riviera Dr, Ste 103-17 | Mount Pl= easant, SC 29464 | (866) 557-9625 =20 ------=_Part_124295987_1587778137.1678470912034-- ------=_Part_124295984_845913762.1678470912034--