Three Easy Ways to Tackle Your Revenue Goals in Q4

September 30, 2016

By Suzanne Martin

It's that time of year again — and no, I don't mean pumpkin spice latte season. Fourth quarter is around the corner, and if you're like most marketers, you're feeling a little apprehensive. You've got one eye on the annual revenue goals you set in January ... and the other on a pile of unconverted leads. Driving enough sales to make your numbers can feel like a tall order, especially while the clock is ticking.

As a veteran marketer, I know the nervous feeling that sets in right around October — and I know how important it is to put the pedal to the metal in Q4 to reach your goals.

You can make it happen, though, and you don't have to start from scratch. You'll need to act fast to see results this year, but there are ways to get more qualified leads through your pipeline before time runs out. These three low-risk, high-reward options are a great place to start.

Nurture Stalled Leads with Telemarketing

You might think telemarketing is an old-school strategy, but this tried-and-true tactic can give your current campaigns a powerful boost. It introduces a personal touch that can be pivotal in the buyer's journey. Even in this age of automation, according to the Direct Marketing Association, more than half of buyers prefer to speak to a real person when making a purchasing decision.

If you have stalled leads in your database, telemarketing can be a great way to get your relationship — and the sale — back on track. And by partnering with a third-party provider to run your telemarketing efforts, your sales team can spend less time working the phones and more time closing.

Optimize Your Marketing Automation Platform

We all know the importance of investing in marketing technology, but if you're not getting the results you want from your systems, you're not alone. According to SiriusDecisions, 85% of B2B marketers aren't using their marketing automation platform to its full potential. If you're getting lackluster results from your campaigns, tuning up your platform can make a big difference.

Take a careful look at the campaigns currently in your platform. If you're not sure what an optimized campaign looks like — or how to get yours to that level — consulting an expert can get you on the right track. With carefully constructed campaigns, clean data and appropriate lead scoring, you'll bring in more qualified leads with less effort. Plus, you'll be set up for better results in 2017!

Mine Your Database for Opportunities

Your database is a gold mine of buy-ready customers and potential sales, but for many marketers, it's tough to find the treasure in a sea of data. To close more in Q4, it's worth digging into your database.

Maybe some of your leads were engaged previously but have since gone quiet. Contact them using telemarketing or your marketing automation platform. Find out why they left and what you can do to win them back. Or segment your database by purchase history, engagement or position in the buying cycle to find buyers who will likely purchase soon. These are the perfect folks to target with your campaigns!

Marketers, don't let Q4 intimidate you! You've got plenty of time to close the gap between you and your year-end goals. All you have to do is add a few tools to your marketing toolbox, and make the most of the campaigns you already have planned.

Source

"Three Easy Ways to Tackle Your Revenue Goals in Q4." Suzanne Martin, CMO at The Mx Group, September 2016.

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