The Point

FEBRUARY 27, 2012

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed threshold for a sales-ready lead was a mere 100 points. Amongst companies who adopt marketing automation technology, the problem of lead score inflation is a common one, mainly due to the rudimentary way i

Lead Scoring 169

Lead Scoring Lead Ranking Sales Qualified Leads Leads 169

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”. My response: The short answer to your question is: “no,” but let me expand a little.

Landing Pages 156

Landing Pages Marketing Websites Campaigns Lead Nurturing 156

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. Interestingly, our experiences in the rapidly evolving marketing automation category were quite common, especially in one area: A year ago, most of the client engagements for both our firms were what my consultant friend called “rescues” – that is, companies who purchased marketing automation software, jumpe

Marketing Automation Services 158

Marketing Automation Services Marketing Automation Automation Process 158