Triggered Marketing for B2B Companies

Triggers Guide Timely and Proper Reactions to Situations

Wouldn’t it be beneficial if you had an automated process that fosters consistent reactions to changes in status for a target market, account, prospect, contact, sales opportunity or campaign?

Hopefully you can envision how you can tailor this concept to your business.  Benefits include reducing account churn, improving closed-won rates, generating referrals, and optimizing lead generation and nurturing to sales-ready status.

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 By John Bernardi

Marketing Assisted Selling Helps Deal Makers

Develop Your Marketing Competency to Reach the Next Level

Sales driven companies are slanted towards transactions.  Their sales reps sell existing products to existing markets and are accountable for prospecting and account management.  They rely on the “marketing department” for sales support and are not interested in developing or acquiring a marketing competency.

Companies Evolve from Being Entrepreneurial to Having a Sales Driven Identity.

But Most Don’t Achieve Marketing Driven Status.

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By John Bernardi

Apprentice Level Marketing Competency

Has Your Company Reached the Marketing Apprentice Level?

If you subscribe to the basic keys to success that apply to any marketing competency level and your company has achieved marketing novice competency, you are ready to design a marketing strategy that will support your long-term goals through tactics and objectives that evolve during the next 3 to 5 year time horizon.

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By John Bernardi

What Happens When Business Owners Retire?

When Business Owners Retire 

What Enables Them To Sell, Merge Or Transition To A Legacy?

If I were looking for a company to buy or for a merger partner, I'd be searching for one whose core competencies wouldn't walk out the door with its current owner.  Ethics, integrity, design, engineering, production and customer service are baseline essentials, but the company's customer facing competencies must be atop its resume.

As a CEO, are you also responsible for business development and closing key deals?  Unless you can proudly brandish excellence in customer facing competencies as a business differentiator, you will not be optimizing your company's legacy.  This means process competency in marketing, business development, sales and CEM that is supported by the right automation tools and implemented by the right people.

The real value of a business relies on the quality of its customer and product/service portfolio assets. Market penetration, market development and new product/service development competencies will enable you to optimize the ROI of these vital assets.

It's time to make the investment - and this can't be outsourced!

By John Bernardi

Marketing Automation Will Help You Get To The Next Level

Marketing Automation Enables Consistent Best Practices

You know what you'd like to do but manual efforts are totally inefficient, so you've chosen not to leverage marketing principles for business advantage.  It's time for you to figure a way to change that inertia so you can make your company the best that it can be.  Otherwise, your company will need to follow a more challenging path in order to reach the next level.  Don't overlook the basics.

Wouldn't it be great if you could automate the mundane processes for customer and partner retention?  How about recruiting new ones?  If you could survey at different steps in the cycle, wouldn't you better understand how you're doing?  How many opportunities slip away due to weak processes for lead generation and nurturing?

MA enables you to deliver the right content to the right audience at the right time with a singular purpose in mind. This trumps broad brush email blasts and social network posts that are of no interest to 80% of their recipients, most of whom will unsubscribe after receiving a few of these uninteresting messages.

MA enables content marketing to be the theme for campaigns or surgically injected as 1to1 next logical steps such as surveys, or efforts to create, nurture or convert leads.  Use your CRM database to segment a persona defined target audience or filter your CRM system for the right demographics, psychographics, behavioral traits and firmographics.  Email and social networks can work together as your messaging media.

You don't need to be a large company to afford the benefits of marketing automation.  There are CRM and MA tools that fit within the budget of any size company.  If you first take the time to create the processes that are right for your business, you can then search for the right tools to make them happen.

By John Bernardi