Sales & Marketing Leadership SIG
Topic: Omnibound Approach to B2B Lead Generation
Facilitator: Mike Murphy, COO of Acadia Lead Management Services
Inbound? Outbound? How about Omnibound™? Consider this, a demand generation capability that combines strategically designed content marketing campaigns with a CRM and outbound lead nurturing backbone to generate measurable business opportunities. The gap between marketing and sales has officially closed. Generating real, measurable demand and silver platter leads for products and services is now marketing’s purview. And there’s a lot of noise on how best to get there.
If you do your research you will see demand generation is a digital, inbound discipline. But too often, these approaches can be over-prescribed and under-evaluated. And in many cases, marketers don’t even agree on which channels are inbound and outbound. Good news: it doesn’t matter. Why choose one direction over the other? The best approach is always the one that’s tailored to audience preferences and, when possible, capitalizes on unexpected approaches for garnering attention.
Omnibound Demand Generation is a platform based on strategic content marketing approaches in the right channels with built in metrics-focused lead capture and qualification processes with a CRM and marketing automation backbone.
During the meeting, we will discuss a B2B example of how this is being deployed. Remember, one size does not fit all and the goal is to take away concepts and ideas you can implement in your business.
Please join us on February 17th to learn how a small organization, with limited resources and budget, managed to learn, deploy and reap the benefits of marketing automation.
Mike Murphy Bio:
As a degreed electrical engineer and sales and marketing professional, Mike brings a wide range of industrial and technical expertise to the table, ranging from experience in industrial automation design to corporate leadership roles in the industrial automation industry.
Mike received his degree from Manhattan College in NYC in 1986, with a B.S. in Electrical Engineering. Beginning his career as an automation systems designer and project manager, Mike traveled the world extensively, working with companies in Europe, Asia and South America. Eventually, Mike took on the leadership role of Vice President of Engineering for the New Jersey based firm Circonix Technologies. Circonix Technologies is an industrial systems integrator specializing in automation solutions and machinery rebuilds in the paper film and foil industry.
In 1998, Mike moved from the east coast with his family to work at German-based Rittal Corporation, located in Springfield, OH. Mike served as Product Manager of Industrial Products and eventually as Marketing Director for North America, working closely with both the US and German leadership to integrate products and solutions into the US market.
In 2004, Mike rejoined the Circonix Technologies team as Partner and VP of Sales and Marketing. He started and staffed the Dayton, OH office to act as the sales and service support center of the organization. In addition, Mike was responsible for overall business strategies, sales and promotional efforts.
In 2008, Mike was recruited by a local Dayton, OH entrepreneur to manage, re-brand and resurrect a local Dayton Business, Action Sports Center – which is still in business today due to Mike’s efforts. Since then, Mike continues to serve the business community as an independent industrial business and technology consultant.
About this SIG: Leadership and community opportunity for Sales Leaders and Marketing Professionals that meets on the 3rd Tuesday of the month.
Members – Free
Guests – $15
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