A B2B Marketing Automation Agency
What We Can Achieve Together
+10%
Revenue Growth
According to Gartner, companies that automate lead management see a 10% or greater increase in revenue in 6 to 9 months.
Pandesix helps clients apply technology to accelerate company revenue growth.
+44%
More Pipeline
A Forrester lead-to-revenue study found that marketers with marketing automation sourced 44% of their company's sales pipeline.
We help clients use technology to scale campaign execution and grow their sales pipelines.
+53%
Higher Conversions
Aberdeen research reports that companies with this technology achieve 53% higher conversion rates than those without.
We help clients apply technology to increase lead acquisitions by high double digits.
A Full Service B2B Marketing Automation Agency
We help clients implement Marketing Automation Platforms. Or alternatively, we manage these systems on their behalf.
A Marketing Automation Platform (MAP) brings efficiency, scale and measurability to marketing processes and investments. This technology should deliver 3 things:
- Automation for the high-volume tasks of digital lead tracking, lead acquisitions, lead scoring, lead nurturing and lead transfer of qualified leads to the sales team.
- Rank prospects and customers in terms of propensity to buy so sellers or management can prioritize their time. Also, alert sellers when targeted or qualified prospects demonstrate new buy signals.
- Real-time reporting of all campaigns in both operating metrics (i.e., conversions) and financial measures (i.e., revenue). Also display performance variances for swift resolution.
A MAP automates a six-step marketing process. Here’s a high-level summary of how it works.
Technology Doubles Lead Volume
In addition to managing high volume tasks, a MAP will effectively double the volume of sales-ready leads delivered to the sales team. Here’s how that works.
For professional service firms, newly acquired leads follow a bell curve in which about 26% are sales-ready when received (and immediately forwarded to sellers). About 49% are not sales-ready when received, however about 65% of this group will eventually become sales-ready over about 3 to 9 months. Finally, about 25% of new leads are not sales-ready when received and never will be. These leads are disqualified.
It’s that middle group that is routinely lost. To prevent this lead leakage, those not-yet-sales-ready leads must be nurtured until they become sales-ready using MAP nurture marketing campaigns. If correctly done, then 60-65% of that group will eventually become sales-ready and forwarded to the sales team.
The highest performing marketers convert this middle group at a rate of 3-4.5% per month – every month – which effectively grows the sales pipeline 3-4.5% every month.
We Apply Best Practices
MAP is a technology that greatly benefits from Best Practices adoption. Below are some examples.
- Automated nurture campaigns increase conversions by double digits when segmenting prospects and customers based on demographics, firmographics and measured online behaviors. This enables more personalized email campaigns based on persona, desired service and buy cycle stage.
- The best nurture campaigns send progressive messaging where each message compliments or builds upon the prior, and ultimately reaches a crescendo effect.
- To maximize client acquisitions, we often use the MAP to deliver time-based campaigns, behavior-based campaigns, and trigger responses. Time-based campaigns are drip distributions whereby flights are staged by date. A related best practice is to automatically convert leads from a time-based campaign to a behavioral campaign once the lead engages and the digital footprints provide clues to assign the lead to a more relevant nurture campaign. Trigger responses are programmed replies which immediately activate based on a lead action. They are less frequent but result in a higher lead conversion rate than any other campaign type.
- MAP systems can calculate lead scores to separate active buyers from tire kickers. But to make lead scoring successful, you need to tailor the model. For example, include both explicit (i.e., firmographics and demographics) and implicit (behaviors and insights) criteria in the lead score calculations. Also, calculate scores both the contact at the company and the company.
- The MAP should be configured to deliver real-time analytics. The most helpful decision support includes performance dashboards, real-time progress reporting, and predictive analytics.
Best practices are best organized according to business goals, as illustrated below.
The payback here is big. A research report by Forrester advises that companies which excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Gartner shares that companies which automate lead management with a MAP see a 10% or greater increase in revenue in 6-9 months.
B2B Marketing Automation Agency Specialists
Pandesix professionals have been implementing and managing MAP systems for over two decades. We are well versed with applications such as Adobe Marketo, HubSpot and Salesforce Marketing Cloud.
We use these apps to bring repeatable processes, precision, analysis and scale to lead generation campaigns.
Only with technology can we deliver the right content to the right contact at the right time in the right channel — automatically, consistently and at scale.
Our experience shows a properly configured MAP delivers extraordinary results in terms of time savings, marketing conversions, sales pipeline growth, high value customer acquisitions and program ROI.
To learn how we can help implement this technology, or manage it on your behalf, contact us or schedule an introductory call with a marketing technology consultant.