Now Marketing owns a quota to bring the right prospects in the door and deliver sales-ready leads that are more likely to convert. With this new reality of Modern Marketing, marketers are looking at how to measure their business impact with the goal of definitively proving Return on Marketing Investment (ROMI). Content is designed to fuel conversion from anonymous to known leads—first to attract, then with the support of marketing automation, to nurture prospects along their buyer journey. According to Forrester Research, sales is looking to marketing to increase the productivity of customer acquisition by targeting the right accounts and helping sales pursue them—finding smarter ways to prospect and build account-based strategies. With powerful marketing technologies, digital acumen and a little foresight you can get there, but you can’t get there alone. All the technology in the world can’t help you in your quest to evolve into Modern Marketing unless you mind the golden rules, and in particular, make friends with sales. Sales and marketing now have a common goal to drive revenue. Sales and marketing are now speaking the same language and are motivated to assist each other in attaining their collective goals. The path from anonymous to qualified lead becomes a well-orchestrated dance where marketing goes deeper into driving engagements while sales becomes an active player in cultivating leads. The line between the two disciplines is blurred and both are responsible for bringing the right prospects in the door.

1. THE MODERN
MARKETING REALITY
THE GOLDEN RULES
OF MODERN MARKETING
1 2 3
EMBRACE YOUR
INNER DIGITAL
NATIVE.
USE TECHNOLOGY
TO WORK
SMARTER.
MAKE
FRIENDS
WITH SALES.
BUILD
CONTENT
WITH PURPOSE.
Identify where your
customers are today and be
there. This includes
activating social and mobile
channels and supporting
your sales team with the
tools they need to position
themselves as thought
leaders across their social
networks.
Lead conversion is all about
identifying and optimizing lead
sources. The layered effect of
predictive analytics and
marketing automation enables
marketers to cull through vast
anonymous “suspects” to
pinpoint and engage with high
value prospects.
No more “Us” vs “Them.”
Teams need to work together
to identify and convert leads
and deliver a seamless
customer experience. Decide
together how to define a
“qualified” lead so the hand
offs are clear.
According to Sirius Decisions,
60-70% of content churned
out by B2B marketing
departments sits unused.
Don’t let your content wallow.
Make a content marketing
plan and stick to it.
The days of marketing guesswork are over. Marketing
now owns a quota to bring the right prospects in the
door and deliver sales-ready leads.
info@lenati.com • www.lenati.com • 800-848-1449 @Lenati
4
How does a modern marketer influence the conversation?
Modern marketing blends digital platforms, targeted channels, compelling
content, and deep analytics to bring the right prospects in and engage them
throughout the relationship with your brand.
B2B buyers are typically 57% of the way to a buying
decision before actively engaging with sales.
(SOURCE: CEB)
CUSTOMERS $$
M O D E R N
MARKETING
STARTS WITH A QUOTA
FIND 1.
3.
5.
2.
4.
Use predictive analytics to
identify in-market prospects.
NURTURE
Agree with sales on criteria to
pass on the right prospects.
Leverage personalized, reactive
content to drive prospects to
custom campaign content.
Engage and retarget
prospects through digital,
social, and mobile channels.
Manage targeted campaigns and
customized lead nurture streams
through marketing automation and
data management technologies.
CULTIVATE
DELIVER
ORCHESTRATE
of purchases don’t
happen until some time
after a customer’s original
search, leaving over 160M
unique in-market buyers
ready to make a purchase
today.
(SOURCE: BLUEKAI)
of buyers choose a solution
provider that offered ample
content to help navigate
through each stage of the
buying process.
(SOURCE: DEMANDGEN REPORT)
B2B organizations with
tightly aligned sales and
marketing operations
achieve 24% faster
three-year revenue
growth.
(SOURCE: SIRIUSDECISIONS)
If marketing can increase
consumer direct response
rates through predictive
modeling by just 2%, they
can drive an almost 6x
increase in profit.
(SOURCE: FORRESTER RESEARCH INC.)
Businesses only have
about 10-20 seconds to
capture customers’
attention and lead them
to further engagement.
(SOURCE: DEMANDBASE)
Businesses that use
marketing automation
to nurture prospects
experience a 451%
increase in qualified
leads.
(SOURCE: THE ANNUITAS GROUP)
6x
85%
451%
PERSONALIZE
Drive deeper customer
engagement by surfacing the
right content at the right time.
24%
95%
6.
10-20
seconds