Applying Timely, Targeted and Tailored Insight to Improve the Pipeline

This program explores CMO conversations and engagements around best practices in customer selection and connection, as well as how marketing is optimizing the sales process through more effective consumer targeting.

Program Description

This requires “selecting and connecting” with the right prospects, as well as examining every facet and phase of campaign design, staging, implementation and delivery to extract greater efficiency, yield and impact.

Effective demand generation campaigns have to be massively database-driven, highly automated, more personalized and targeted, as well as diligently tracked, measured and multiplied with continuous contact and cultivation. ROI metrics are no longer just about reach, frequency, brand recognition and CPM rates. They are much more about relevancy, response, recurring relationships and business return. This requires disciplined and clinical approaches to improving information and list access, opt-in/opt-out practices, contact governance, database maintenance, market segmentation, customer profiling, audience value, content relevance, email deliverability, search optimization, web site performance, traffic quality, channel strategy, alternative media usage, and closed loop measurement and recalibration.

Connecting with the right audiences, at the right time, with the right message in the right place is the mantra of digital marketing. Leveraging new channels of engagement, initiating conversations, and acquiring deeper customer knowledge and insight have become fundamental to campaign success, market mobilization and customer conversion. Activating and amplifying advocacy through trusted business networks and social media channels are also becoming vital extensions of campaign initiatives to maximize spend and word-of-mouth.

“Know More to Grow More” is a new thought leadership initiative by the Chief Marketing Officer (CMO) Council, the Customer Experience Board, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). This initiative will enable CMO conversation and engagement around best practices in customer selection and connection. It will explore the level of sophistication in database marketing and the level of satisfaction with current CRM tools, information sources and customer profiling capabilities. It will tap perspectives from both sales and channel organizations, as well as audit and assess marketing’s role in optimizing the process of targeting, profiling and providing sales-ready opportunities and additional entry points to existing accounts.

In addition to a full report culminating from the findings developed from a quantitative survey and qualitative interviews with leading marketers, the initiative will also entail a number of Dinner Dialogue events in a host of different cities, providing marketers with the opportunity to gather with their peers across multiple industries to discuss their successes and challenges in this area. See the Past Events section to learn more, and check back often to learn about dates and locations for new events to be held in the coming months.

Program Sponsor

For a long time, the only people with access to Qualtrics survey software were our closest friends and a bunch of Scott’s MBA students. It was our research clients who pushed us to open up the system and gave us the feedback needed to make it both the easiest to use and most sophisticated research suite on the market.

Program Sponsor

The only fully integrated, North America-based global newswire, Marketwire inc. is a full-service partner to IR, PR and MarCom professionals seeking premier distribution, media management, multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s media and financial communities. With a reputation for technological leadership, Marketwire offers innovative products and services—including social media, search engine optimization, Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire network, easy IR and PR workflow solutions and more—that help communications professionals maximize their effectiveness while ensuring accuracy and best practices. Having merged companies (Marketwire and CCNMatthews) in April 2006 and enjoying a combined history of 25 years of service, Marketwire is now majority-owned by OMERs Capital Partners, the private equity arm of one of Canada’s largest pension funds.

Program Sponsor

GlobalFluency is the leader in the Intelligent Market Engagement (IME), a powerful model for building brand authority, shaping market discussion and harvesting new business prospects. The IME model allows companies to directly address and engage with important decision makers and customer audiences to identify, examine and accent critical issues that impact their markets. With a bi-coastal North American office presence in Silicon Valley and New York City, GlobalFluency has 70 member offices in 40 countries around the world.

Program Sponsor

Dun & Bradstreet is the world's leading source of commercial information and insight on businesses, enabling companies to Decide with Confidence® for 171 years. D&B's global commercial database contains more than 215 million business records. The database is enhanced by D&B's proprietary DUNSRight® Quality Process, which provides our customers with quality business information. This quality information is the foundation of our global solutions that customers rely on to make critical business decisions.

D&B provides solution sets that meet a diverse set of customer needs globally. Customers use D&B Risk Management Solutions™ to mitigate credit and supplier risk, increase cash flow and drive increased profitability; D&B Sales & Marketing Solutions™ to increase revenue from new and existing customers; and D&B Internet Solutions™ to convert prospects into clients faster by enabling business professionals to research companies, executives and industries, over the web.

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Quantify How Well You Unify

The CMO Council

This report explores to what degree chief marketers are unifying and extracting value from multiplying customer data sources through the quantitative insights of 150 senior marketers and highlights insights from qualitative interviews with leading marketers at Wells Fargo, Charles Schwab, Disney ABC Television, See’s Candies and more.

Available for CLOSE Members. Register or Sign-In to download.

Know More to Grow More. Applying Timely, Targeted and Tailored Insight to Improve the Pipeline

Research highlighted in the latest report from the CMO Council and CLOSE—entitled “Know More to Grow More”— reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales.
Full report is available for purchase via CMO Council.


Available for CLOSE Members. Register or Sign-In to download.

Closing the Gap: The Sales and Marketing Alignment Imperative

As more executives are being held accountable for sales optimization, alignment of sales and marketing is becoming a critical imperative versus a luxury of company culture. 

Available for CLOSE Members. Register or Sign-In to download.

The Critical Importance of Lead Validation in Internet Marketing

Straight North

This report shares some of the most important findings from Straight North's research with the hope that it will help readers design more efficient campaigns that are structured for rapid,… Download »

Lead Flow That Helps You Grow

CMO Council

To address the growing need to optimize lead flow and track winning content marketing strategies to optimized demand-generation tactics, the CMO Council has partnered with global content… Download »

Sales Department Accountability

80% of Marketing Leads are not Followed Up by Sales! How to Turn the Tables and put Marketing back in the Driver’s Seat

Download »

Optimizing Sales Effectiveness Through Value and Differentiation

To be relevant and successful sales organizations must evolve from a sales approach.

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Sales Effectiveness: The Power To Grow

Yet other companies, with very competitive products and equally capable salespeople, struggle to capture customers and sales. Why does this happen?

Download »

Using Marketing to Improve Sales Effectiveness

This report reviews the key factors that optimize sales effectiveness by streamlining marketing processes and improving marketing'scontribution tosales efforts throughout the whole sales… Download »

Banco Itau Argentina

Optimizing customer cross-selling and acquisition strategies with predictive analytics.

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The Clarity Project: 4 Steps to Simplifying Your Sales Message and Attracting More Clients Online
Liam Thompson, Let's Tell Your Story Publishing

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Find and nurture your ideal clients online. Discover how an effective communication strategy can transform your business and boost your profits.

Have you invested time and resources in your website, only to find it has failed to bring you regular sales? In this book, you will learn all my core service marketing principles:

  • Why businesses fail to explain what they offer so clients don’t trust them to help
  • How your business can make more sales by showing how you can easily solve your clients’ problems
  • Learn why your business, no matter what you sell, should have personality so you stand out from your competition
  • How you can get more referral and repeat business by forging and strengthening relationships
  • Why it is vital to focus on the lifetime value of a client instead of thinking short term
  • Discover why marketing should always be an investment and never an expense and how you guarantee a return
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Marketing Database Analytics: Transforming Data for Competitive Advantage

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

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The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI

What’s been missing—until now—is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In The New Rules of Lead Generation, marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign.

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The CRM Field Guide

The CRM Field Guide is an essential guide to Microsoft Dynamics CRM that everyone should have on their bookshelf. This book offers you details not only on CRM fundamentals and extensibility points but also the tried and true best practices and strategies of the combined experience of some of the most recognizable global experts in the CRM industry. The field guide contains insights from many CRM MVP contributors and is intended to be a book you pick up over and over again as you use CRM.

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Building Business with CRM

Dynamics CRM has many ways to gather and automate those processes, using the system you already have. In this book you ll be guided along from the fundamentals of business processes and how to use software to manage and drive these.

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CRM Fundamentals

CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.  

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The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, a

Adam Metz is prized by clients and online fans for his understanding of what makes both companies and their customers click—and how social media can get them in sync and drive revenue. In The Social Customer, he teaches you all you’ll need to know to transform your business—not just on the Web but across the board. Even if Facebook and Twitter were to disappear tomorrow, these are the fundamentals that will always apply—whatever the technology and whatever the social media.

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Maximizing Lead Generation: The Complete Guide for B2B Marketers

Lead generation is “Job One”: B2B marketers’ single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace—from enterprise technology to industrial equipment to professional services.

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CRM in Action: Maximizing Value Through Market Segmentation, Product Differentiation & Customer Rete

Written in Dr. Wong’s vivid and interesting style, and furnished with real-life examples from Canada, this book helps marketers to generate greater customer value by making good use of market segmentation, product differentiation, and customer retention strategies.

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Think Outside the Inbox: The B2B Marketing Automation Guide

Marketing automation has been called the most transformative advancement in sales and marketing since the advent of CRM. Never before have sales and marketing professionals had so much insight into prospects' interests, behaviors, and buying intentions. Many people think of email marketing, and the inbox, as an effective part of online lead generation and nurturing, and it is. But marketing automation provides a complete solution, with the inbox as just one piece of the toolkit. Learn about marketing automation and how it can benefit your business today.

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Data Mining Techniques in CRM: Inside Customer Segmentation

A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing.

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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Mark Jeffery

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

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Database Marketing: Analyzing and Managing Customers

Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.

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CRM In Real Time: Empowering Customer Relationships

This comprehensive guide to Customer Relationship Management (CRM) draws on Barton Goldenberg s 20+ years of experience guiding firms to a successful implementation of CRM solutions and techniques. Goldenberg demonstrates how the right mix of people, process, and technology can help firms achieve a superior level of customer satisfaction, loyalty, and new business. Beginning with a primer for executives who need to get quickly up-to-speed on CRM, the book covers a full range of critical issues including integration challenges and security concerns, and illuminates CRM s key role in the 24/7/365 real-time business revolution. CRM in Real Time is an essential guide for any organization seeking to maximize customer relationships, coordinate customer-facing functions, and leverage the power of the Internet as business goes real time.

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Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Bas

Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.

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News & Articles

06.05.19 - Two $50,000 Sales But Only One Happy Customer: What Can We Learn? - Dan Gingiss, Forbes

04.22.15 - Is Cross-Border E-Commerce in Southeast Asia’s Future? - Resty Woro Yuniar, The Wall Street Journal

03.31.15 - Four Mantras for Sales Success in Asia - Mohan Sivaramakrishnan, Mithun Sundar, and Wesley Walden, McKinsey & Company

02.17.15 - How Aligned Are B2B Marketing and Sales Teams? - Ayaz Nanji ,

02.09.15 - Asia-Pacific—Marketing, Sales Find Common Ground: the Customer - APAC Staff,

01.12.15 - The State of Marketing in Asia - Steve Olenski, Marketing Cloud Blog

01.07.15 - eCommerce Trends From 2014 to 2015 - Divante

06.24.14 - 7 Reasons Your Business Is Failing—And What to Do About It - Jayson DeMers, Forbes

05.01.14 - 10 Easy Ways to Maximize Sales Process Effectiveness - Kendra Lee, The Var Guy

03.21.14 - Do You Have a True B2B Marketing/Sales Partnership? Do You Have a True B2B Marketing/Sales Partnersh - Beth Negus Viveiros, Chief Marketer

10.30.13 - Better Leads, Better Results - Gavin Heaton, Constellation Research

06.27.13 - B2B: How to Get Sales and Marketing to Work Together and Stop Fighting - Douglas Burdett, Business 2 Community

06.26.13 - Report: Digital Marketers Need Better B2B Strategy - Katie Ingram, CMS Wire

06.25.13 - How to Free Up More Time for Sales and Marketing - Kelly Crothers , iMedia Connection

05.31.13 - Sales and Marketing Need to Put Aside Rivalries and Work as a Team - Sue Barrett, Smart Company

05.30.13 - 5 Strategies For Holiday Sales - Mike Auger, Independent Retailer

05.29.13 - Overcoming The Marketing-Sales Turf War: Six Strategies To Integration - Christine Moorman, Forbes

04.11.13 - The Say-Anything Salesperson Is a CRM Killer - Christopher J. Bucholtz, CRM Buyer

04.08.13 - Outlining Company Sales Development With Sales Leads Database - Margaret Spencer, Business 2 Community

Facts & Stats

Emerging markets are set to account for 50 percent of the world’s total consumption by 2025. - McKinsey

Asia's retail sales will grow by 8.5% in US dollar terms by 2016, higher than the global average growth rate of 5.6%. - Marketing Interactive

By 2018, it is estimated that Asian retail sales will amount to US$10 trillion, much of which will be driven by India and China. - Marketing Interactive

The average business-to-business purchase is 57 percent of the way through the decision to buy before a supplier sales representative is engaged. - Google

During the last five years, the average sales cycle has become 22 % longer, typically with three more decision makers participating in the buying process. - Technically Marketing

When it comes to sales leaders, marketers, and customer service leaders, the info metrics shared say 81% plan to increase their use of CRM, 80% plan to increase mobile app usage, 82% plan to increase social media, and 81% plan to increase customer analytics. On average, 23% of an organization’s data is inaccurate, incomplete or out of date. 15 percent of respondents at end-user organizations who report full integration among customer-facing systems. - Score More Sales

Almost seven in 10 (68%) of the 701 marketers attending the DMA2012 and Forrester Research conferences in October 2012 who were surveyed said they will increase data-related marketing expenditures either slightly (20%) or greatly (48%) in 2013. Delving beyond simple spending, the survey also found that only 12% of marketers have no plans to improve customer data methods this year. Forty-nine percent of respondents said web analytics is the best channel for generatin - CMSWire

50% of leads are qualified but not yet ready to buy. Only 25% of leads are legitimate and should advance to sales.  Research shows that 35-50% of sales go to the vendor that responds first. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.  61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. 57% of B2B org - HubSpot

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost Nurtured leads produce on average a 20% increase in sales opportunities versus non-nurtured leads. - Customer Think