The APAC Marketing team has limited resources spread between Hong Kong, Singapore and Sydney for driving and executing the global marketing strategy and go to market for a specific campaign that isn’t generating enough lead generation from warm lists via events and other outbound material
So being people resource short and reactive as opposed to proactive, the existing use of globally developed content and use of existing Salesforce CRM and Eloqua Marketing Automation Tools.
In reality the use of tools, alone without people, process and sufficient time is a common cause of lack of ROI from the use of an Enterprise marketing automation tool to drive the correct results. Typically it’s the complexity of maximizing the functionality and investment in training required to get the effectiveness out of the solution.
In speaking to the Regional APAC Event and Campaign manager, provided some depth of insight into the challenges internally encountered.
A global campaign needs to be executed at APAC level, and the content is ready, however two older lists went cold and needed to be warmed up for exploring leads to hand across to the sales team.
All current MQLs and SQLs activity are being performance reported back to global management via Salesforce CRM and Eloqua marketing automation tools.
Primarily the challenge was a poor level of qualification with MQLs (marketing qualified leads) and handover to the sales team.
So what was happening was that the digital landing page asset for a white paper was being downloaded from one touchpoint and then automatically tagged as a MQL. This MQL was then passed onto the Sales Representative to follow up on.
The desired outcome was to accelerate the sales process with the marketing assets and prospect lead conversation through inbound marketing automation.
There are two other assets that ideally the qualification requires interaction or content marketing engagement for a benchmarking survey.
The request was to warm up the list and increase engagement with MQLs from promoting through outbound calling and inbound content engagement from the prospect with a list of about 500 contacts.
After some initial consultation, we very quickly uncovered the business problem for the client’s marketing process was a gap in not mapping the extensive specific content catalogue developed to the buyer’s persona and aligned to the buyer’s journey.
We proposed a marketing consulting exercise to review the existing campaign content pieces and map that to the buyer’s journey of Awareness, Consideration and Decision stage to enable a stronger lead nurture campaign.
The objective was to try to accelerate the MQL to SQL process and phases with sales process improvement.
We deliver a trial campaign to warm up the old leads but we are providing a HubSpot based service to track the marketing and sales funnel from developing a separate campaign landing page and form to be able to access the key three digital assets with white paper, e-book and benchmarking survey participation with prospects.
This project was to run over three months initially.
We have managed to provide more visibility depth into the MQL and SQL activity to connect closer to obtaining more prospect engagement through a consolidated and customised reporting from HubSpot and use its CRM as a lead generation outbound activity tool.
Once budget in the new financial year will be approved to complete the buyer’s journey content mapping project in order to increase the quality and lead scoring for the lead generation and prospect engagement.
This was setup and ready to commence within two weeks of approve to start this project.
This case study highlights that typically a solution to a marketing challenge such as this involves a holistic approach with People, Process and Systems to address this issue and allow for more effective integrated marketing and sales engagement focused on the sales outcome.
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If you are exploring a digital marketing automation system or process improvement , contact Alchemise Consulting for an obligation-free discussion.