What elements should you measure in a marketing or sales campaign? (A checklist)

Creating content and assets is crucial to any marketing or sales campaign today. 
However, creating assets should not be the last stage of your selling process. It is what happens to all those assets afterwards that matters most.
What are some of the basic assets that you MUST be able to measure effectively?

  • Website
  • Email campaigns
  • Social media interaction
  • Offline collateral
  • eBooks
  • Channel websites

Your website is one of your best marketing assets. As your prime real estate on the web, it is imperative that you measure how it performs. Here are some things that you should be able to measure

  • Can you track the number of visitors on a daily basis?
  • Can you track the number of visits made by the visitor/s?
  • Can you identify the location of your visitor?
  • Can you determine the industry type of the visitor?
  • Are you tracking the web pages most frequented by your visitors?
  • Can you separately track your anonymous and your known visitors?

If you have a tracking system that lets you get all these details about a prospect in place, you have won half the battle. 

Tracking key aspects like the industry category of your visitors or your most appealing content gives you an exact understanding of your audience. This way you can hyper-personalize your messaging. 

Email campaigns
Email marketing is obviously what most of us rely on for effective selling. 
Since it is second best to direct selling, you want to make sure that you are doing the best you can. You have to maintain a daily tab of how your emails are being perceived and reacted to by your prospects and customers. What are some of the things you need to measure in your email campaigns? Here’s your checklist

  • Can you A/B test your email content?
  • Can you A/B test your email designs?
  • Can you see how many people actually opened your emails?
  • Can you see how many of them clicked on any internal links within the email?
  • Does your sales team receive prompt alerts when your prospects open/ click your emails?

Social Media interaction
Aberdeen states that almost 84% of B2B marketers use Social Media in some form. However, almost half of them don’t measure their Social success, or the lack of it. If you want to get your business noticed on the internet, social media is your go-to platform. Creating a presence for yourself on these networks  means that you will have created a solid list of followers who are interested in you. 

Keeping yourself up-to-date with your Social followers can be time consuming. Hence, you’ve got to have a system that tracks and measures your social accounts. What do you measure on social networks? Here’s what to track

  • Can you monitor your social presence at all times?
  • Can you keep tabs on who is mentioning you and when?
  • When do prospects respond to your tweets? 
  • Can you send and measure automated social posts to maintain your “visibility”?
  • Do you know if your followers frequent your dedicated tab or pages?
  • What kind of content, visual or text, appeals more to your audience?

E-Books and blogs 
Free resources, useful blog posts, and curated articles are your usual crowd pullers.  What remains to be determined is the  details about these readers and what really brings them to you. Since blogs and e-Books are topic-oriented, you can address their pain points just by knowing what topics interest them the most. You may want to know

  • Details about the person downloading the eBook
  • History of the prospect’s usual preferences
  • If you have sub-sections under your blog section, then which pages does she go to most  often?
  • Stats about how each of your pieces performs?

Channel websites 
Apart from your main website, you may have to create micro-sites for your channel or franchise partners. You can create these sites using a Sales Enablement system that tracks the visitors and other stats for you without any additional efforts. You can specifically measure the performance of your individual channels based on the micro-sites. 

For any effective campaign, marketing or sales, you have to be able to measure each stage and every element involved in it. Qualitative and quantitative measurements ensure that you are on track with your expenses and are getting maximum returns from your selling efforts. 

As the old adage goes, you can’t fix what you don’t measure.

10 simple steps to boost your Lead Nurturing success

10 steps for lead nurturing

Who doesn’t want to get better at what they do?
I’m sure as a marketer or salesperson, you have been using lead nurturing for some time now. However, with regular use of lead nurturing, or anything for that matter, some best practices can fall by the wayside.
To ensure that you are making the most of your lead nurturing campaign, we have made a quick list of 10 things that you must do to stay on top of your game. If these steps are new to you, feel free to use them and see the difference for yourself…

Let’s get started--

1.       Always use a permission-based list
This is the number one rule of lead nurturing. With countless promotional messages in their inbox, your prospects are most likely to get turned off by unsolicited emails. Reporting your emails as spam obviously spells disaster for you. Hence, it’s best that you always, I repeat, always, nurture only those prospects who ask for it.
2.       Don’t forget what lead nurturing is about
Remember: The aim of a lead nurturing campaign is to educate, converge and then convert (strictly in that order). Do I need to say more?
3.       Know  what you’re going to talk about
Educating prospects is a responsibility. You’ve got to ensure that you are giving them information about things that matter to them. Your leads will have different needs and you’ve got to respond to each of them with personalized messaging. 

Sounds tough? Not with an intelligent automation system system, you won’t. Does your system give you a 360-degree, real time insight into what your prospects are looking for? This makes it easier to identify what your prospects want so you can cater directly to them.  
4.       Are your emails/posts value-adding?
Another important thing that you need to remember is the reason for lead nurturing. Nurturing is about providing information to your prospects: information that is beneficial for them and that will help solve a problem. For instance, if you are a real estate marketer, you can provide your leads with valuable information about in-demand properties, a property sale in the neighborhood or tips on how to close a property deal. These will be things that your prospect finds value-adding which will make them look forward to your next contact with them.
5.       Personalize your content
Personalization is key if you want to hit the right note with your prospects. Personalize the content of your lead nurturing/drip campaign based on prospect behavior and persona. A personalized message says a lot about how much you care about their needs and are willing to offer them a solution. Plus, it makes you look like a well-informed adviser.
6.       Be conversational
Be sure your campaign uses a conversational style and doesn't sound like a one-way broadcast
Personalization need not be limited to what you offer. It can also be applied to the tone and style of your messages.  It is always easier to connect with a person who is friendly instead of preachy.
7.       Space your emails evenly
The effectiveness of a nurturing campaigns can be seen only when the emails are evenly spaced out. Sending too many emails is always a strict no-no. At least maintain a space of 2 days between emails. Having too large a gap between two emails, however, means your prospect may completely forget your message.
8.      Add contact details
Ensure every e-mail that goes out shows your contact information clearly and makes it easy for your prospects to contact you. At the end of every email, make sure you enter your contact details in case they want to get in touch.
9.      Be sure your links are track-able.
In your lead nurturing copy or social media posts, always include trackable links.  This way you get an insight into which of your prospects showed further interest in your content.

10.   Use lead scoring wisely

Score every activity related to the lead nurturing campaign, so you know clearly which lead is ready to meet you and which ones need more time. Set a scoring model that gives you a proper picture of the level and area of interest in your content. Set a drip campaign for those who meet these requirements.  
Research by The Annuitas Group states that businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. What does your research say? Let us know..

Ugly Babies: A Case for Sales Enablement

Most organizations have an amazing illusion of superiority and believe they are above average. And so, even though this is statistically impossible, organizations continue to embrace the illusion of superiority.

No matter how large or small the company, you will find the above average, beautiful baby alter. If you don’t believe me, try walking through any organization's lobby without tripping over pictures, press clippings and awards about how wonderful they are and highlights of their best moments.  I’m not implying pride is not important, but if taken too far, it will lead to a fall.

The mindset of superiority is frightening and one of the primary reasons more than 40% of sales teams miss their quota any given year, regardless of the economy.When sales and marketing teams try to expose the ugly baby in the form of requesting sales and marketing enablement tools , they are often ridiculed, belittled and criticized; ultimately told to go sell/market or else. 

You should enable sales and marketing as though they are selling an ugly baby and stop trying to hide your ugly baby.

Businesses, like people, are not perfect. You need to guard yourself against blind emotion and be cautious of placing unreasonable expectations on sales and marketing without enabling them to be effective for the worst case scenario. 

Common “I don’t have an ugly baby” symptoms: 

  1. The companies pricing strategy is rarely examined by objective, customer-centric external stakeholders.
  2. You’re amazing product is not "flying off the shelves" and the primary focal point of blame is the sales organization.
  3. When you’re pricing is challenged in the market and your “silver-bullet” response is some version of we don’t sell on price we sell on value.
  4. You’ve gone more than one quarter (head in the sand) without soliciting feedback from customers and / or employees relative to the perceived value of your product or service.
  5. Thinking about enabling sales and marketing to sell a “ugly baby” is daunting and doing nothing is modus operandi.
  6. There is not a line item for sales enablement on the profit and loss statement. I.e. sales play books, CRM, marketing automation, asset management, sales enablement videos, consulting.
There are many other symptoms you can look for and we have a great diagnostic tool where you can take a deeper dive. 

Embracing  the I have an ugly baby  mindset puts your sales and marketing team in a much better position. This mindset will create a culture of intensity, effort and challenge your team to play to win vs. play not to lose. You can visit Mindmatrix to find out more about sales enablement and how to sell your ugly baby. 

Creating a Successful On-boarding Program for Sales

A great sales on-boarding program can help your business increase its sales, cut down the turnaround time and support your salespeople as they work to meet  their sales goals on time. But did you know that on-boarding is often ignored? Yes. A study by Aberdeen reveals that only about 50% of companies have an on-boarding plan ready for their new hires. And even if they do, the on-boarding program is too short, often not meeting all the needs of your new recruits. This post outlines the essentials of a great sales on-boarding program and provides insight into how you can go about building one.
Essentials of a successful on-boarding program for sales

A complete on-boarding program will cover the following areas

  • Business and customer insight
  • Role definition
  • Sales processes & strategies
  • Sales enablement tools & technology
  • Measurement & metrics
  • Training
Business and customer insight
A successful on-boarding program should offer salespeople a complete insight into your business--it’s products/service offering and its customers. This is important because they should know what they are selling and to whom. In order to gain this insight, the business needs to provide access to all relevant data such as the most popular products/services, most likely buyer persona, the most effective medium for interaction with the buyer, etc.
Role definition
The role of the newly hired salesperson must be defined clearly. What were the reasons for the hire? What gaps are they filling in your sales department?  What are the key aspects of their job in the organization? Be sure you have defined their specific role before you bring them on-board.

Sales processes & strategies
For the on-boarding program to add value to salespeople, it should spell out the sales process clearly. As a part of the sales process, the following elements should be defined

  • Lead generation process--Define the activities that form a part of the lead gen process, their frequency and their rate of effectiveness
  • Lead quality and scoring-- Define the parameters on which leads are scored and classified as MQLs and SQLs and determine the appropriate follow up actions.  Training on the all lead segmentation and scoring tools that are being used is necessary.
  • Lead handover--Define the stage at which the lead moves over from marketing to the sales domain, the process of handover and the fate of leads that don’t close.

Another important  element of a good sales on-boarding program is having strong sales enablement tools and technologies in place and training the sales staff on them.  Sales enablement technology includes tools that support salespeople to sell more, independently.
It is important to know where the company stands in terms of its sales goals vis-a-vis where it should be. All sales goals should be clearly measurable. Also, the results of every sales activity should be quantified. Whether it’s a tradeshow, an email campaign or a social media sales campaign, there must be a way to measure effectiveness.
Train your incumbent salespersons on all the tools and processes they will be using. This includes any sales enablement platform and CRM tools. Also, make sure you document all sales best practices and make them available to your new recruits during the on-boarding process.
A robust sales enablement platform can be your ally in building a great sales on-boarding program
Invest in a sales enablement platform that covers all of the above areas. Select one that offers you an unobstructed 360-degree view of your prospects and customers, has great lead-scoring and segmentation capabilities and offers ways to measure every activity undertaken by your salespeople.
But don’t forget that it is no substitute to an on-boarding program in itself
A great sales on-boarding program is much more than having a set of sales enablement tools in place. It is about training your salespersons to make the most of all the tools and processes made available to them.

Your sales on-boarding program is the stepping stone for your salespersons when they join your organization and serves as a guide for future action.