It is time to break out your chemistry set and get ready for a marketing lesson in Lead Chemistry 101. In partnership with our new business partner, NetProspex, we pulled together a webinar that aired on Thursday, December 6, 2012. Both presenters—Maribeth Ross, VP of Marketing at NetProspex, and Stacey Steiger, VP of Marketing and Product Development at Sales Engine International—discussed some essential marketing elements proven to help fuel leads from the top of the funnel. During the presentation, audience members received full access to a six-step scientific method developed specifically to boost conversion rates without increasing marketing spend.
- Take a look into the microscope (identify the buyer)
- Build the periodic table (build your database)
- Learn the chemical properties (develop the persona)
- Map the protons, neutrons, and electrons (create persona-specific content)
- Conduct continuous experiments (perform data and content maintenance)
- Create a chain reaction (execute)
Furthermore, throughout the webinar, our master scientists shared tips and tools to help marketers with their own experiments, including a Funnel Calculator and your very own Lead Chemistry Kit. Both of these items and more explanation on how to use them can be found in the recorded webinar.
3 Key Takeaways:
- Marketing is both an art and a science. In the past, marketing has been perceived as a creative, right brained art—or what we like to refer to here at Sales Engine as the Don Draper Process. However, as technology grows rapidly our ability to track and measure large quantities of data has driven the need for marketers to prove ROI. Science has been introduced into the creative process. Now in order to succeed, marketers must become comfortable with statistics and data analysis and be able to approach some areas of decision making with a methodological perspective.
- You always get a second chance. In the presentation, the speakers mentioned that marketers have about 30 seconds to grab the attention of their buyer and convince him that they can provide real value. In my opinion, that is a lot to ask of those 30 seconds. The catch, however, is that we can get those 30 seconds over and over again. It is our job to use our second chances to their full potential. When one idea falls short, we must learn to adapt and continue evolving our strategy until we find the message that resonates with our buyer.
- Look outside the office. When developing buyer personas or that ideal prospect profile (IPP), interview REAL people. It is amazing how a unique perspective can shift a marketer’s view of his/her buyer entirely. For example, in our office we have a guy in the engineering department named Ken. Ken’s favorite color is red. Stacey, our presenter mentioned above, loves the color red too. However, what Ken sees as “red” is wildly different than what Stacey sees as “red” because Ken is color blind. He showed me an app on his iPad that lets a non-color blind eye see as if it were color blind. It turns out that what Ken sees as “red” is actually brown. So while both Stacey and Ken seem to share a similar characteristic (their favorite color), because of their different perspectives (found out by getting know Ken a little better) that similarity is actually very different.