It’s hard to find an organisation that hasn’t got a leak somewhere in their funnel.  That’s not surprising considering the end to end journey is often conducted over several months and involves many people, processes and materials.  This session takes a birds-eye view of the journey with practical tips on planning for lead to revenue success.

Your website is a great marketer, but a terrible salesperson. 

Digital Marketers use PPC, SEO, Advertising and Social Media to drive qualified traffic with ever-greater precision.

Yet in 2011, UK E-commerce sites converted just 3.8% of first-time visitors into customers. For B2B websites the conversion rate is frequently worse.

Why?

However qualified the traffic, each Visitor is unique, but most websites treat them all the same.

Prospect Analytics uses Big Data to understand each Visitor, who they are and what they want, and to engage them in a personalised way, in or out of session.

Treat visitors as an individuals, one size doesn't fit all. 

Taking on the transformation from an outbound to an inbound marketing model is no easy task when your company has quarterly sales targets to hit. In this case study-led session, Steven will share how B2B companies can upgrade their marketing technology and data structure, overhaul their approach to content and communications, re-skill people and re-engineer processes - and still deliver their quota.

In this session, Brendan Dineen (Director of Demand Programs for IBM in the UK and Ireland) will share a point of view on the challenges and opportunities for marketing in our changing world - share insights from a recent global survey of more than 1,700 CMOs worldwide - and reflect on whether viewing Demand Generation in the context of a “Funnel” is still relevant today. 

Besides finance and skillset, a key part of planning funnel marketing activities is the choice of technology and service partners to help deliver campaigns and engage with leads. With the vast array of options and vendors on offer, this session explores how Econsultancy analysts compiled the latest Buyers Guide on Marketing Automation and which technologies are best for which budgets and types of business.

Swiss Post Solutions (SPS) is a division of Swiss Post, operating in fifteen countries, with 6,400 staff. It was recognised that significant benefits could be achieved in sales and marketing alignment and demand generation activities through the implementation of a common platform. In September 2011 SPS embarked on a project to introduce the Eloqua marketing automation platform into six business units simultaneously. This presentation will discuss the steps taken to justify the investment to the Executive Board and individual Business Unit Managers, the issues faced in deploying a system across multiple countries, the long-term vision and the benefits achieved.  

Most CEOs regard improving sales and marketing alignment as an important priority, and with good reason. Highly aligned organisations consistently outperform their peer group when it comes to revenue and profit growth. But best-in-class levels of sales and marketing alignment can only be achieved through tightly integrated planning combined with common processes, goals and metrics. Fortunately, it’s easier to achieve than you might think. Bob Apollo shares some simple best practices that can help to ensure that your sales and marketing teams get along together just fine - as well as achieving outstanding results.