In this episode of Mad Marketing TV, Dan McDade, an expert in B2B demand generation and author of The Truth About Leads, gives additional insight into a problem so many companies have – sales and marketing both feel the effects of broken lead generation processes, yet don’t know how to fix them.
Bridging Gaps in Sales & Marketing Alignment
Marketing processes and platforms offer vast amounts of data that can be used for real-time improvement of lead generation programs. Many marketing departments are understaffed and overstretched, which means that marketers often spend much of their time on autopilot, reacting to and delivering on sales’ requests. As a result, metrics review and optimization becomes near-impossible. However, according to Dan, not being able to get a handle on metrics and data can affect lead generation in the long run.
When it comes to achieving more successful results, McDade stresses the value of communication between sales and marketing, as well as taking a moment to slow down, and ensure content, messaging and targeting are thoughtfully developed prior to launching programs.
McDade also discusses marketing automation as a tool for lead nurturing and and the importance of validating and calibrating the scoring methodology behind it. Marketing automation is a technology that provides extensive benefit when used as a tool for executing on a well-constructed overall strategy – ideally with the help of sales.
Interested in learning more about how marketing automation can used correctly for improved lead nurturing? Join Dan McDade and Act-On’s Atri Chatterjee for the following Target Marketing webinar:
Webinar: Lead Nurturing and Marketing Automation: Going from Chaos to Kick Ass
Featuring: Dan McDade, President, PointClear and author of “The Truth About Leads”; Atri Chatterjee, CMO, Act-On Software
Date: Wednesday, June 6
Time: 11:00 AM PT