REQUIRED READING POST

The Chief Marketing Officer (CMO) Council’s program to boost B2B sales to augment account marketing yield through a new certified Lead Evaluation and Assurance Process (LEAP), will create a best practice marketing model, and activate AI action aimed at improving the predictability, integrity and performance of content-driven demand-generation campaigns. 

CMO Council seeks input from leading B2B account-based marketers for LEAP, which will bring new levels of success, transparency, accountability and reliability to prospect verification, validation and sales conversion. Share your insights in our short survey (plus firmographics) to benchmark your organizations’ lead development strategies and challenges. Take SURVEY now.

Boosting Yield in the Account Marketing Field is our new program to leverage augmented actionable intelligence (AAI) to improve prospect identification, qualification, cultivation, acquisition, penetration and revenue growth. CMO Council is teaming with WM America and leading B2B account-based marketing experts for the development of LEAP and build a best practice model to key off technology transformations enabling ‘Augmented Actionable Intelligence’ (AAI) at scale from the unification of data sources and AI-enabled mining of real-time buyer insights, behavior and intention-based content consumption.

Championing a certified Lead Evaluation and Assurance Process (LEAP) will be a new area of strategic focus for the CMO Council in 2023-24 as it seeks to help marketers and their media and agency partners improve campaign performance and business outcomes. The CMO Council’s Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) and Content ROI Center will participate, along with the Business Performance Innovation (BPI) Network.

Companies are investing a significant percentage of their revenues in activities directed at lead acquisition, but most do not optimize those investments by developing formal processes for qualifying, certifying and validating new business opportunities. By their own admission, companies surveyed by the CMO Council say they are wasting time, money and valuable business leads – leaving big money on the table every quarter. 

The thought leadership initiative will be designed to advance marketing compliance using lead revenue science. It will help CMOs ensure demand generation teams, business revenue groups, channel organizations and marketing/agency partner meet or exceed key performance indicators (KPIs). It will also give LoB leaders and customer engagement teams more confidence that leads generated through content syndication meet industry benchmarks for transparency, registration intent and brand safety. READ MORE on the program here.

Key resources released for this benchmarking new program, include:

WHITE PAPER: Boosting Yield In The Account Marketing Field

Here’s a handy primer from the CMO Council and WM America on how to Boost Yield in the Account Marketing Field. No more “spray and pray.” Apply new ABM methodologies using precision prospecting, timely and relevant engagement, and AI-driven data enrichment for intention-based buyer targeting. Learn how brands are applying Augmented Actionable Intelligence (AAI) in finding new routes to revenue in strategic business accounts with complex purchasing ecosystems. Gain best practice insights from performance marketing and demand generation leaders at Autodesk, NTT, T-Mobile, IBM, TechTarget, Netline, and the ABM Consortium.4. DOWNLOAD

In addition, exclusive CMO Council research reports aligned to acquiring sales leads and conversion form part of our library of proprietary industry IP:

REPORT: Sales & Marketing – Driving Revenue Through Collaboration

This report looks at how altered purchasing patterns put new emphasis on the CMO-CRO relationship, especially since most sales and marketing organizations haven’t been able to move fast enough to engage with the new digital buyer. In fact, more than 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalized customer journey. This means they risk falling short of their revenue mandate, and sales and marketing will have to redefine their relationship to enable new customer-centric purchasing paths. DOWNLOAD

REPORT: Leveraging AI to Boost Lead Generation and Conversion Efforts

Marketers responsible for demand generation know better than anyone else that it’s crucial to stay ahead of the curve with new lead generation tactics — and AI is where it’s at. The best AI solutions use marketing data to deliver powerful information about prospects and customers, as well as dig through data to find new prospects or suggest existing leads worth pursuing. AI allows data across multiple sources to meet with business intelligence in one place in order to deliver measurable insights and actionable results. Activate AI now. DOWNLOAD

REPORT: Lead Flow that Helps You Grow

This detailed study from the CMO Council and the Content ROI Center finds that most companies are struggling to originate compelling thought leadership content that engages the right customer decision makers and produces quality lead flow that can advance sales performance. Not only do marketers lack unanimity on what constitutes an actual sales lead, but they are not teaming effectively with sales and business development. These internal stakeholders lack synergy and alignment on demand generation strategies, themes and advocacy agendas. DOWNLOAD

READ MORE on our latest program Boosting Yield in the Account Marketing Field, including White Paper, exclusive Report, and aligned research.

MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE