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From relationship to revenue<br />
As sophisticated as marketing technology has become,<br />
B2B marketers frequently experience significant data<br />
challenges at this stage of the funnel.<br />
Typically, systems can provide an individual’s lead<br />
score without being able to measure the overall<br />
aggregate engagement of the account.<br />
That’s a problem; because<br />
yesterday’s one-dimensional lead<br />
structure simply isn’t viable today.<br />
Here’s what marketers have: CRM systems that<br />
store leads in one compartment, disconnected<br />
from the accounts and contacts stored in another<br />
compartment. Without an infrastructure that ties<br />
them together, marketers struggle to differentiate<br />
between the leads and the contacts affiliated with<br />
each account. As a result, marketers are left with<br />
a person-by-person report, which can’t tell them<br />
whether the overall aggregate engagement is<br />
increasing or decreasing.<br />
Now here’s what marketers<br />
need: a system that can clean<br />
and organize the data in a<br />
way that communicates the<br />
hierarchies and the relationships<br />
within the account, while<br />
measuring the impact of<br />
marketing activities on those<br />
people in terms of relevant<br />
sales outcomes.<br />
Yes, that’s more complicated. But in B2B marketing,<br />
it’s critical. By understanding the relationships within<br />
the account, marketers can stay true to the natural<br />
mind-cycle that’s behind purchasing decisions. They<br />
can also collaborate with sales in the same system.<br />
For instance, within one<br />
account you might need<br />
to know:<br />
▶▶<br />
▶▶<br />
▶▶<br />
Suzanne is the decision maker, Paula is her<br />
administrative assistant and Cameron is the<br />
influencer.<br />
Tom on Facebook and Tom with the Gmail address<br />
and Twitter account are the same person.<br />
How the hierarchies and relationships within the<br />
account present an accurate data picture.<br />
31 CHAPTER 05 Building Trust SALES QUALIFIED LEADS<br />
monstersoffunnel.com
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