Reading Your Buyer's Digital Body Language (TM)

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Whitepapers

The traditional B2B transaction has been almost entirely a sales function rooted in face-to-face interactions, such as business luncheons, board room presentations and product demos. After passing off the lead, marketing contributed little to the process. The best sales professionals were highly adept at reading body language and buying signals revealed during in-person meetings in a conference room or over lunch. Subtle gestures such as facial expressions, eye contact, raised eyebrows, head nods or crossed arms, could tell savvy sales professionals much about a prospect’s buying disposition. For example, by learning early in the buying cycle that a CFO was taking hard look at ROI or that a VP of Operations was leaning towards another solution provider, a salesperson had the opportunity to address objections and ultimately improve the odds of closing a deal.

The Business Case for Integrated Demand Generation

As competition intensifies and growth expectations increase, B2B marketers are under pressure to deliver measurable results and clearly demonstrate the value they provide. To succeed in this new era of accountability, marketers must consistently reach the right people through the right channels with the right message. Those targets must convert to sales leads, pipeline and revenue with some degree of predictability.

Codynamic Lead Scoring

Companies must quantify the value of leads, or prospect assets, based on their expected value. While many companies use the traditional sales funnel to showcase where prospects are pulled in at the top and deals are closed at the bottom, most need a clear explanation of how leads are handled before they are passed onto sales.

Optimizing Lead Generation

As CSOs and CMOs realize they need better ways for company salespeople to achieve higher conversions, their need to optimize lead generation increases. CSO Insights, a sales research firm, recently completed a Sales Performance Optimization study to compare a series of key sales performance metrics to those used by 1,275 firms surveyed worldwide. The study found that companies excelling at demand generation program management – the art of clearly identifying a lead, delivering the targeted message to the prospect and tracking all activity to better understand the process – had higher conversion rates with more salespeople meeting their quotas.

Automating Demand Generation

Today’s B2B companies face serious challenges: increasingly saturated marketing channels, difficult-to-reach prospects and competition for buyers’ attention. To greatly influence sales conversions, companies need to start at the top of the sales funnel - where prospects are identified, interest is captured, demand is generated and leads are nurtured. Marketers need to be able to clearly see the opportunities and impediments in their demand generation processes, so they’re better able to break the bottlenecks, eliminate waste and strategically allocate resources to produce results. Many of today’s leading companies are implementing management techniques traditionally used in manufacturing for this demand generation process.

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Whitepapers

The Business Case for Demand Generation

Codynamic Lead Scoring

Optimizing Lead Generation
What’s the Payback?

Automating Demand Generation
The Power of “Factory Thinking” in Sales and Marketing

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Marketing ROI for lead generation

Marketing Metrics - Learn from the Masters

Marketing by the dashboard light:
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Extreme Marketing:
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The Payback For Lead Generation Optimization

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The 2007 Market Awards: Elite -- Sybase
CRM Magazine

Lead scoring: Marketing's answer for sales
SearchCRM.com

How NetSimplicity optimized its demand generation at a ‘granular’ level
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Risky Business: Automation is Aon’s Insurance for Success
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