1) “25% of your email database decays annually. #INBOUND13” - @BrillAEB (via twitter)
2) “For every $92 spent acquiring customers, only $1 is spent converting them”
This had me thinking – as marketers we obviously need to make sure we keep filling the funnel, that much will never change. However to maximize our investments we need to equally focus on the next steps after getting people into our email database. It’s clear from the second bullet that many are not spending as much time or effort on taking their demand generation efforts and turning them into MQLs/SQLs (Marketing and Sales Qualified Leads). Marketing is amidst a huge transformation and to survive it we must adapt our tactics. New rules of marketing are not about doing more with less, but rather getting more out of what you are doing.
So my take away – are you putting equal amounts of energy into the enablement side as you are demand generation? There are some simple and quick hitting steps you can take to drive big impacts. If you are a technology marketer and want to learn more, message me.