I Can't Believe You Still Spend Money on Brand Awareness
It's absolutely ridiculous that the marketing departments of soooo many b2b companies are not developing online lead generation processes that produce sales ready leads; that they don't practice measurable marketing.
Historically, sales has always had a funnel. Marketing should have a funnel too. Brian Carroll has a great post about building a marketing funnel:
Most organizations don't have a marketing funnel; they have a sales funnel that looks more like a bucket with lots of holes in it where leads leak out. Marketing needs to create its own funnel to understand whether leads are sales ready or not.
The purpose of the marketing funnel is to bring leads into one spot and qualify them. By qualifying them, I mean that the leads are ready to talk to someone from a sales perspective. Then there is the hand-off process between marketing and sales. I find that connecting the marketing and sales funnel together is really a big challenge. You have to understand your sales process to know at what point the sales team views a lead as an opportunity and begins actively pursuing it.
Lead generation really is about building relationships. It's how can I help my sales team build relationships with the right people and the right companies. The marketing funnel creates sales-ready leads and nurtures the leads that aren't sales ready.
The bigger and better you make your marketing pipeline, ultimately the bigger and better you make your sales pipeline. In the end, this isn't about generating more leads; it's about generating actionable leads.
A company where the sales teams and marketing teams work together, should have a combined funnel. It should look something like this:
For those of you who do better with words, you should know exactly how many visitors to your website convert into leads; how many of these leads your salespeople convert into opportunities; how many of these opportunities your salespeople convert into clients. You should also be able see at a much more granular level... what marketing activities, campaigns and referring sources those customers originated from, as well as what marketing activities made them "sales ready". That's closed loop marketing.
If you're a b2b marketer and you're not trying to figure out closed loop marketing, I personally believe you should be fired. You should be fired today, if you're still asking for $ to build your brand while your sales team is primarily cold calling prospects. It's absolutely amazing that more CEOs don't demand a measurable ROI from their marketing teams. It's absolutely amazing to me that marketers don't demand that their organizations committ the time and resources to create compelling content and participate in the conversations happening in their marketplace on social networking sites.
Brand awareness should be a side effect of a great product, great marketing and great customer service.
However, your marketing activities should be measured based on leads generated, leads qualified and customers acquired. Not some fuzzy notion of brand awareness.