If your sales and marketing teams are facing year-end revenue goals and wondering how to reach them, I recommend you spend some time reviewing this two part webinar from B2BLeadRoundtable and Meclabs.
The focus is how marketing can contribute to meeting end of year goals in the last quarter of 2011 - within the resource constraints we all face.
Part one includes an impressive experiment that boosted paid search clickthroughs by 21% - and a 272% increase in conversion! - simply by clarifying the value proposition. What is your value proposition, exactly? Simple. According to Carroll, it's the answer to the question, "If I'm the ideal customer, why should I buy from you compared to all of your competitors?"
In the case they examine, that included presenting quantifiable data, offering a free trial, and using "award winning" language to increase trust.
Was this outstanding ad a result of one ingenious brainstorm? No - it was the winner among many variations tested. Coming up with the exact value proposition that will work best for you isn't a precision science - it takes practice and experimentation. But that doesn't mean you have to start from scratch. Meclabs put together a value proposition worksheet to help you come up with messaging that could work for you.
The webinar also covers evaluating the quality and return on different lead sources, how the sales cycle can be longer than you expect, and how you can turn to contacts from Q1 and Q2 to help you meet your goals in Q4. Part 2 of the webinar continues with a focus on optimizing your lists, timing your calls, and closing the loop with sales.
Watching these two webinars will take you 2 hours - but if that investment can help you meet those rapidly-approaching Q4 goals, it's worthwhile, isn't it?