MOF_eBOOK_RD01

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Chapter 06 Who Markets the Marketing? by Maria Pergolino | VP of Marketing | Apptus If there’s one challenge that doesn’t get discussed enough in our world, it’s the need to market our own marketing. Nurturing leads? Passing qualified leads to sales? Those conversations occur regularly across the industry blogosphere. But getting our own companies excited about our programs is a unique endeavor and one that can make or break a marketing department’s success. 34 CHAPTER 06 WHO MARKETS THE MARKETING? monstersoffunnel.com
So let’s talk about how we explain marketing to our coworkers and leaders who aren’t immersed in it the way we are. These are the people in the organization who need to fund our marketing, support it and have faith in it. How do we get them on board with our marketing programs – not only to sign off on budget, but also to spread that feeling of excitement throughout the company and beyond? At a glance, it may seem like this has gotten easier in recent years. As marketers have become more analytical, we’ve acquired our own dashboards and reports. Yet while we find immense value in these tools, people outside the department often fail to see the same relevance. A metric showing a 7 percent improvement in conversions might thrill the marketing team but it won’t necessarily have the same impact on others. Walk into a stakeholder meeting full of leaders and you’ll often find they have their own dashboards. They don’t want to view yours. That makes it our job as marketers to translate the heart of what we’re doing into benefits those leaders can understand. In a sense, this should come naturally to marketers. We’re the great storytellers in the organization. Now we’re tasked with the telling of our marketing story. We need to make our mission and our efforts come alive to our coworkers and get them invested in our success and excited about our programs. To do that, we need to skillfully alter the dialogue with a few changes. While two out of three U.S. CMOs say they feel pressure from the top to prove the value of marketing, just 51% of CEOs agree “that marketing’s financial value is clear to the business.” 35 CHAPTER 06 WHO MARKETS THE MARKETING? monstersoffunnel.com
Page 1 and 2: ARE YOU READY TO ROCK? get your bac
Page 3 and 4: Opening Act The Funnel Today and To
Page 5 and 6: opening act The Funnel Today and To
Page 7 and 8: The classic portal for funnel entry
Page 9 and 10: content reality check. is what you
Page 11 and 12: designing the content ecosystem In
Page 13 and 14: In the quest to create fascinating
Page 15 and 16: Buyers should be divided into two b
Page 17 and 18: The Future of the Funnel If there
Page 19 and 20: Traditional thought has held that M
Page 21 and 22: Benchmarking buyer behavior MQLs re
Page 23 and 24: Marketing qualified leads can be on
Page 25 and 26: This is, after all, the stage where
Page 27 and 28: Jay Gaines, SiriusDecisions’ Grou
Page 29 and 30: Chapter 05 Building Trust by Jon Mi
Page 31 and 32: From relationship to revenue As sop
Page 33: Unfortunately, the one-dimensional
Page 37 and 38: Build community. While marketers kn
Page 39 and 40: 76 % of marketers think their asset
Page 41 and 42: closing the set The funnel as a rev
Page 43 and 44: closing the set The Funnel as a rev
Page 45: MARKETING TO THE BEAT OF A NEW DRUM

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