B2B Marketing
Recently, we have focused on helping companies set up their end-to-end lead nurturing processes, which includes defining personas, developing out the customer journey, mapping content, channels and campaigns (3Cs), designing a lead scoring model and then setting up everything in Marketo or Hubspot and Salesforce.
Specifics below:
- Conduct an audit and make recommendations for streamlining operations (clean up data too)
- Define approach and implement about Marketing and Sales stack
- Review scoring criteria, set up funnel benchmarks and track success (and improve SQLs, etc.)
- Identify alignment about the sales funnel — there’s no separate sales vs. marketing funnel and to address following:
- Lack of MQLs –most startups don’t think about quantifying or scoring
- High number of unqualified SQLs (poorly or incorrectly qualified leads)
- High churn rate – not getting the best customers
- Integrate in-product behavior into trigger campaigns
- Map customer journeys into Marketo programs – and incorporate personas, channels, content and lead strategy
- Redesign analytics approach – define metrics, develop reports and create marketing and sales dashboards
- Improving on-boarding, first moments with product and beyond – leveraging marketing / sales platforms
