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Lead Nurturing for Software Trials


They signed up. What now? This week someone asked me about lead nurturing for people who signed up for a 30-day product trial (for a SaaS/Cloud software product). This was in response to an article on trial conversion optimization that I wrote over a year ago. Tip 1: Start Sending Email Now. Are you sending follow-up emails to your trial registrants yet? If not, start doing so today. Conclusion.

Why Are Marketing Automation Managers So Hard to Find?


Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? New technology requires people with a new set of skills, nothing new about that. But that’s for web analysts.

7 Reasons Why Marketing Automation Projects Fail


Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. It is often positioned as something that will solve all your marketing problems for a couple of thousand dollars per month. Okay, I made up the part about brewing coffee. Unclear Prospect Profile(s).

Eloqua Experience 2010


This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun. Here is a preview: Eloqua 10 Campaign Builder (click to enlarge). They are raving about Eloqua 10. Overall.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense


Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. There has been a lot of talk in the industry about possible consolidation, such as vendors going out of business, becoming irrelevant or being acquired. This is the first transaction involving a major software vendor, so it deserves some notice. Everybody expected Salesforce.com to make a first move, but Oracle surprised us here :- ). People asked my opinion on this acquisition. Overall, I think this is great news, for 7 reasons: 1. Market2Lead Probably Got A Good Deal. The result: not enough new customers.

Learn Holistic Lead Nurturing


Would you like to learn how Lead Nurturing can turn more of your leads into revenue? On a single afternoon in New York City, Silverpop brings together several expert speakers to discuss Holistic Lead Nurturing strategies. The agenda covers B2B marketing trends, marketing infrastructure, nurturing dialogs, campaign development and implementation advice. Cost: FREE for qualified marketers.

Great B2B Email Copywriters: Where Are You?


Lead Nurturing depends on great content. Not just eBooks, blog posts and webinars, but especially email content. Email is still the most effective way to promote your content, but it’s hard to get noticed in today’s overflowing inbox. However, a good email can make the difference between a 2% click rate and a 12% click rate. The email text itself is not the only thing that matters.

5 Questions That Will Double Your Email Response Rates


Great lead nurturing content starts with great email copy. So I’ve created 5 questions to ask yourself when writing email copy. If you use these questions to optimize your emails, you’ll see a spectacular increase in response rates. Want to see more? Register for Tuesday’s webinar: https://www2.gotomeeting.com/register/579411539.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

MA Monday San Francisco and Other Cities


The next Marketing Automation Monday will be in San Francisco on March 21st. It is organized by Daniel Kuperman and hosted by Brighttalk (501 Folsom Street). It’s going to be the 3rd meetup in San Francisco, and we expect about two dozen Marketing Automation users, who will discuss integration with CRM and several other topics. Register for Marketing Automation Monday in San Francisco, March 21 @ 6pm. In addition to the topics, there is lots of opportunity to exchange best practices and to connect with like-minded Marketing Automation enthusiasts. Why should the Bay Area have all the fun?

Drip Campaigns: Tips From Marketing Automation Monday


Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. The topics for these meetings was drip campaigns and lead nurturing. Lots of good ideas and best practices were exchanged, and I wanted to give you a quick summary in this blog post. Database Segmentation. Segmentation came up several times. You need to tailor your drip campaigns to different audiences. Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Some companies were actively capturing more information on prospects (e.g.

Marketing Automation Trends for 2010


2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. have asked many of the vendors, consultants and thought leaders to give their opinion. The response was overwhelming: see below for all 18 (!) predictions. There are lots of interesting opinions, from practical to visionary, with consensus on some topics, and differences on others. and Web 3.0


Process Turns Marketing Automation Into Revenue


Today I read a blog post about 7 trends that speed up the adoption of marketing automation. It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized&# B2B sales processes. These are all important trends, and many people will wonder: how do I get started? Unfortunately, there is more to it than just technology. Process First. That was hard.

Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?


Forrester recently released a vendor evaluation for midmarket CRM vendors. If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com. However, Forrester states that Microsoft Dynamics CRM may actually be a better CRM product. That brings up a range of questions: What does CRM integration mean? What if you’re choosing a CRM system today? Register now ».

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Social Media & Marketing Automation


This week there was a discussion about Social Media and Marketing Automation in the LinkedIn Group of the Marketing Automation Association. Around the same time I got an email announcing Marketo’s Chatter for Sales Insight , integrating sales notifications in the Facebook-like interface of Salesforce.com Chatter. asked myself: Does Marketing Automation Get Social? How useful is this?

Finding Untapped Revenue in Your Marketing Database


It’s sort-of like living on top of a goldmine, but you have to dig to get to the gold. Lead Nurturing takes a lot of effort, but it’ll pay itself back ten times over. With a solid nurturing strategy you’ll find new sales opportunities from leads who you thought were not interested. But how do you create a solid lead nurturing plan? Know All About Your Audience. Have Conversations.

Assessing The Value of Your Lead Database


This Wednesday I’m presenting a webinar called “Search and Rescue&# for your lead database , hosted by Loopfuse. It presents a 7-step process to generate revenue from existing leads, who were previously assumed “lost&#. Part of this process is assessing the value of your existing leads. Unfortunately, there is no exact answer for this. See the video below for more details.

Hubspot Review


UPDATED REVIEW: My earlier review of HubSpot’s Inbound Marketing software was more than 1 year old and the software has evolved a lot: time for an update! I see two clearly distinct target groups for HubSpot: Small business owners. Marketing departments at mid-size companies. Both groups will use HubSpot to generate more inbound leads, but they have vastly different requirements. Conclusion.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Plugging the Leak in the Middle of the Sales & Marketing Funnel


I’ve recorded an introductory video on lead nurturing and how it can turn more raw leads into qualified leads. Effective lead nurturing will prevent prospects from falling out of the funnel before they are ready to talk to a sales person. If you’d like to attend the webinar, please register here: https://www2.gotomeeting.com/register/594743683.

7 Steps to Finding Untapped Revenue in Your Marketing Database


This Tuesday (June 22nd) I’m presenting a webinar on the 7 steps to finding untapped revenue in your marketing database. Do you have many leads in your database who have never been followed up on? If yes, you have a lot of untapped revenue in your database. Attend this webinar to learn how to generate additional revenue from your existing leads.

Upcoming Lead Management Events


This week there are a couple of interesting Lead Management events, so I thought I’d share them with you in a short blog post: Hubspot Show & Tell , new features including lead management, June 8th (tomorrow). Genius Demand Gen Academy , series of 12 webinars, starting June 9th. MarketingSherpa Lead Management webinar , June 10th (sponsored by Eloqua). Hubspot Show & Tell.

Social CRM, Inbound Marketing and Marketing Automation


Today I’m a panelist at the Silverpop Client Summit and we’re talking about Social CRM, Inbound Marketing and Marketing Automation, moderated by Adam Needles. That’s a wide variety of topics, but I believe there is a clear relationship between them: Both CRM and Marketing Automation are changing because of Social Media and Inbound Marketing. Social CRM.

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

Lead Nurturing Checklist for Marketing Automation


If you want to make a start with Lead Nurturing, what are the right questions to ask? And what are the decisions that you need to make? In this post I present a short checklist of questions to ask before you get started with lead nurturing: Do you want to nurture new leads, existing leads or both? How do you to segment your audience? Which content is available for nurturing? Segmentation. Content.

Sales 2.0: Marketing Automation & Salesforce Chatter


Today I’m at the Sales 2.0 Conference in San Francisco. write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Marketing Automation can help both Marketing and Sales, but it requires intense collaboration: that’s what Sales 2.0 is all about. Chatter and Marketing Automation.

5 Ways to Use Social Media in Marketing Automation


This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media. Social Media. When talking about Social Media, most people immediately think of Twitter or Facebook. Lead Generation. Lead Nurturing. Lead Intelligence. Customer Support.

B2B Marketing Events 2010


Some featured events: Silverpop B2B Marketing University. I’m speaking at the B2B Marketing University. Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. Sales & Marketing 2.0 Conference. Even though the name makes you think otherwise, the Sales 2.0 conference this fall! Final Words.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

B2B Marketing Analytics


On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. Even though I almost flunked my Statistics class in college, there’s no denying that Marketing Automation and Marketing Analytics are two sides of the same coin. Optimize ROI.

Is Content Marketing the New PR?


Today my  article on Content Marketing was published on the Genius.com blog, and I wondered whether I could visualize how Content Marketing is different from traditional public relations and advertising. came up with two low-fi sketches. I’m interested to hear your opinion on these visualizations. The OLD Situation. This is blasted out to a mass audience. The NEW Situation. Black and White.

9 Marketing Automation Metrics


Marketing Automation is on its way to the peak of the hype cycle. People start adopting software because it’s cool, not because they know what to do with it. The result: inflated expectations. However, there are a couple of B2B Marketing experts who understand how to avoid inflated expectations. One of them is Megan Heuer of SiriusDecisions. Key Performance Indicators. investment-to-pipeline.


What is the ROI of Lead Management?


Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Similar books, but each with their unique approach and lots of smart advice. Both books show how you can increase sales by nurturing all leads, from inquiry to opportunity.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Are You Old Enough for Inbound Marketing?


The tech industry is known for inventing new names for existing things, mainly to promote their own company. Great for them, but bad for customers: there’s always so much confusion about these new terms (earlier I wrote about the confusion around Demand Generation and Sales 2.0 ). LinkedIn showed this poll to randomly selected marketing professionals who work in the Tech Industry.

Inbound Marketing Automation


Should Marketing Automation systems add Inbound Marketing tools as standard features? Or is it better to keep those tools separate? brought up this question in my previous blog post , and Maria Pergolino had some very good comments on which tools to use and how to integrate them for ROI reporting. That gave me enough ideas for a new post, so here it is. What is Inbound Marketing?

Review of FormAssembly Form Builder


On this blog I primarily write about integrated Lead Management systems , rather than small tools. However, in a previous post I wrote about a project in which I’m replacing a full-blown Marketing Automation system with tools that add on to Salesforce.com. You can simply add form fields to the form, position or group them, and get a live preview. Advanced Features. Submission of the Form.

ActiveConversion Review - SMB Lead Management


From Web Analytics to Demand Generation. ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ). Therefore I initially called them a ‘niche vendor’ However, the product has evolved into a fairly complete marketing automation suite for SMB companies. Anonymous Visitor Identification.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.