• Demographic (name, company) & BANT Data (Budget, qualitative behavioral information needed for our Sales reps.
Authority, Need, Timeline) And, it has an integration option for Salesforce.com and other
• Recency and frequency Data (what they responded to,
CRM systems. It’s critical for marketers to create on-demand
when, and how often)
multimedia presentations that prospects can view at any time.
As a marketer, you can deliver valuable content that you or
• Behavioral Data (how did they interact with your
others around your company have created, and deliver it in
message?)
brief presentations that are enjoyable and easy for audiences
CRM systems provide centralized access to the demographic to experience.
data that Sales Reps rely on daily. You may have integrated
Detailed tracking of viewing activity allows you to determine
campaign results in the form of recency and frequency data
both level and area of interest. So, in our example of Jane
into your CRM system, and if you’re really slick you may have
Doe, typically wouldn’t know if she read the whitepaper that
models that cross the demographic data with the responses to
she downloaded. But, employing a solution with the proper
campaigns or web site visits to create a relative lead score for
behavioral data and analytics in it, we’d know she spent
each prospect.
5 minutes with our message, watched 7 of 8 slides, and
With the first two components, if Jane Doe responds to my answered a survey question stating that she needed to reduce
campaign today and registers for my whitepaper, she’s red her time-to-market.
hot! Right? Not so fast. Jane may have registered for a prize,
3. Connect your Campaign or Automation system to your
not necessarily the company’s product or service. What’s
Content Engine.
missing is the layer of behavioral data. Did Jane actually
read the whitepaper? You really don’t know without that third
So what does that complete picture look like? Jane responds
critical layer.
to Campaign A, views your message for 5 minutes and
responds to a question or poll. That behavioral data as well as
whAT Do You NEED? 3 SouRCES of DATA
the time and frequency data are tied to Jane’s demographic
To bring the pieces together, there are three major building data in the CRM system. Your sales rep gets a clear picture
blocks: of what’s happening with Jane, whether or not she is a
• CRM systems like Salesforce.com (Demographic Data)
worthwhile prospect, and depending on where she is in the
sales cycle, how committed she and other influencers are in
• Marketing automation solutions like Silverpop’s Vtrenz
moving forward.
(Recency and Frequency)
4. Provide Real-Time Insight
• Content engine like Brainshark (Behavioral Data)
Getting your prospect’s attention is challenging and if you
For Marketing to accelerate pipeline opportunities, we need
don’t engage with them when their interest is at its peak when
to bring together a complex set of data and systems in a
they are available to talk; the opportunity may pass you by.
consolidated and simple way for sales reps. They spend much
Both MarketingSherpa and SiriusDecisions research shows that
of their time in their email Inbox and in the CRM system, so we
a 24-hour delay in follow-up could decrease your chances of
need to provide our data via those mechanisms.
connecting with a lead by 25-30%. If your systems only update
CREATINg VISIBILITY overnight, you may be missing out. Select solutions that offer
Let’s get tactical and talk about the whole ecosystem and
in-depth reporting, dashboards, and real-time notifications so
the points at which you can create visibility and alert Sales to
your reps are alerted to current activities.
activity. The Complete Picture
1. Integrate your Campaign or Automation system with your With the combination of marketing automation, highly
CRM system. trackable and valued content, an accessible centralized
Find a marketing automation solution that offers integration
repository, and real-time insight; I’m able to provide my Lead
support and a product that is easy to use. You have a lot of
Development and Sales teams with the visibility they need to
responsibilities, struggling with your email marketing system
see what’s happening with their prospects, as its happening.
shouldn’t be one of them. Brainshark chose Silverpop’s Vtrenz
With more complete, real-time, actionable information; they
because they had an available integration with Salesforce.
can have better, more fruitful conversations.
com and a service team that could easily set up any custom
field mapping we needed to track leads and their associated
Edwin Thompson has more than 20 years of creative experience in advertising,
marketing, and Internet technologies. For the past nine years, he has focused
campaign or web activities. on B2B marketing for rich media technology companies in both real-time and
on-demand formats. He is an avid outdoorsman and active with environmental
2. Integrate your Content Engine with your CRM system. clean-up projects for which he maintains a regular blog, edthewebguy, at
At Brainshark, we happen to “drink our own champagne,”
http://edthewebguy.blogspot.com/.
which means we use our own product to generate the type of
13 marketingtimes
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