target360 MD Billy Lyle was interviewed by online video and webinar solution BrightTALK.
Watch the video below to find out what Billy had to say about:
- Lead nurturing
- Marketing automation
- Advice for companies looking to implement a marketing automation system
- His thoughts on the future of digital marketing and marketing automation
Independent marketing consultant, Marina Lumley, talks to BrightTALK about the challenges that B2B marketers face and how to use marketing automation more effectively.
Marina believes there are 4 main challenges facing marketers today, in particularly marketing managers, who now have to meet a much greater skill set requirement in the digital environment.
Watch Marina’s interview to find out how marketing automation can:
- Help marketers and sales people use the time they have more effectively with no added resource
- Measure the efficiency of marketing communications
- Measure and track the prospect engagement journey through multichannel marketing strategies
- Align business databases into a single customer view, providing a cost effective solution to CRM
In my 18-year career in Marketing, CRM has been an ongoing discussion point. Usually because of its investment and commitment level required. In a business I consulted for about 2 years ago, they had invested over 1 million pounds in their database but couldn’t access it in an easy way. In the end they had to plug Microsoft CRM in, just to be able to run reports and queries. Oh how the world has changed – and is changing.
Marketing and sales collaboration……an ethos widely sought, but rarely achieved and often attributed to the lack of consensus surrounding lead qualification and lead quality.
So how can marketing be assured that the leads they pass to sales are the right prospects, at the right stage in the buying cycle?
The buying cycle has changed. The internet, digital environment, multichannel and multiplatform browsing have made sure of this.
How can businesses ensure their time is spent effectively? How can time be made elastic? And how can managers ensure that each individual is contributing value?
The real underlying question is, how can the efficiency of marketing and sales be measured?