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Revenue Performance Management: An interview with Jon Miller, VP Marketing and Co-founder of Marketo

Sales Lead Insights

This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. Jon Miller is VP marketing and co-founder of Marketo , one of the marketing automation solutions supported by AcquireB2B , our B2B agency specializing in driving more leads and sales with B2B marketing automation.

New Infographic: B2B Lead Generation & Content Marketing Trends

NuSpark

The infographic summarizes key data from a variety of research reports covering B2B and technology lead generation, media strategy, and content marketing trends, from initial solution research to lead nurturing. Here are links to the specific research studies noted on the Infographic: 2012 B2B Marketing Benchmark Report, Marketing Sherpa, Sponsored by Marketo.

3 Recommendations in Sales Lead Generation from Carlos Hildago of The Annuitas Group

Fearless Competitor

Buffer Sales lead generation - 3 Recommendations from Carlos Hildago. Jon Miller of Marketo asked this question of Carlos Hildago of the Annuitas Group in a Marketo blog article (click underlined words for original article) and came up with three priorities which I wish to share with you. Figure out (with sales ) the definitions of each buying cycle. Carlos Hildago.

Lead Generation - Marketo's Definitive Guide To Lead Nurturing

Smashmouth Marketing

I just reviewed Marketo 's recently released Definitive Guide to Lead Nurturing. Excerpt: "the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of arning their business when they are ready. What I found most useful were the examples of calculating the ROI of Lead Nurturing. It's a must read.

Dreamforce 2009: Using Lead Nurturing and Scoring to Deliver More and Higher-Quality Sales Leads

Modern B2B Marketing

Last Wednesday I attended the Dreamforce session Using Lead Nurturing and Scoring to Deliver More and Higher-Quality Sales Leads. My boss, Jon Miller, VP of Marketing at Marketo was presenting with two of our awesome customers, Emily Salus of CollabNet, Inc. In this session, they discussed how to use lead scoring to identify and prioritize sales-ready leads.

Sales 2.0 and Social Media: Thought Leadership with Anneke Seley

Modern B2B Marketing

We can now point to many examples of social media contributing to a sales manager's monthly quota or filling the pipeline with qualified leads. What are your thoughts on lead nurturing to help sales move leads through the sales funnel? Lead nurturing is an important piece of the Sales 2.0 philosophy: sell in the way your customer wants to buy and develop strong, long-term relationships. Companies should be measuring quantity and quality of sales leads generated by medium - both traditional and social - and comparing results. What can Sales 2.0

A Primer on Lead Nurturing

grow - Practical Marketing Solutions

There are many ways to be prospect-centric, but nurturing leads is one of my favorites. In general, I think too many marketers are focused on getting proficient at generating leads. Instead, I challenge you to focus your attention on what happens to those leads after the initial contact. Leads sit in a database in case you want to reach out to them at some point.

Good-Bye Genoo. Hello and nice to meet you, Act-On Software

Fearless Competitor

The sales lead generation firm Find New Customers is finally changing marketing automation vendors. We used Genoo since FindNewCustomers.com was founded in 2009. However, time had come for the sales lead generation firm Find New Customers to move on. As much as we love these firms, software from great companies like Marketo and Eloqua are not affordable for us.). Anyone who thinks buying marketing automation fixes the demand generation challenge is kidding his or her self. Buying software changes nothing. We are, in effect, changing horses. But no more.

How Do You Compare to the Best Content Marketers?

Savvy B2B Marketing

Recently Michele Linn posted about the importance of mapping content to the buying cycle. Right after that, I came across an interesting report released by the Aberdeen Group, which explains how industry leaders approach lead management and demand generation. B2B marketers can glean lots of great insights from this $399 report (being offered for free until October 2, 2009).

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Marketo's Modern B2B Marketing. B2B Lead Generation Benchmark Study 2009. Sales Lead Expert’s Learning Center. By creating valuable content mapped to the needs they have throughout their buying process, you both win. Blogs. via Beth Harte).

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Connect the Docs

Read these interesting blog posts on B2B marketing ROI: Kevin Joyce's Untangling B2B Marketing Campaigns ROI , Jon Miller's Improving B2B Marketing ROI: Thought Leadership With Merry Elrick , Tom Scearce's Three metrics that are more useful than Cost per Lead. Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Blogs. Books.

ClickInsights: How to make marketing messages memorable?

Connect the Docs

Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Marketo's Modern B2B Marketing. Brian Carroll's book Lead Generation for the Complex Sale. B2B Lead Generation Benchmark Study 2009. Sales Lead Expert’s Learning Center. Marketing and Sales Alignment – Marketo eBook (New!).

Creating a New Customer Every Few Days – Marketo’s Secret Sauce to Sales Success

Modern B2B Marketing

Last week I helped moderate the webinar, Marketo’s Secret Sauce for Sales Success. It is a sequel to one of Marketo’s most popular webinars. The Secret Sauce to Demand Generation , given by Jon Miller, VP of Marketing at Marketo about how we generate leads and nurture them through the buying process. This webinar has had hundreds of views and shares the exact reports, plans, and scoring that Marketo uses to prepare leads for our sales team. This new webinar was created to show what happens to these leads once they are passed to sales.

ClickInsights: How B2B marketers should forge customer relationships by providing compelling content?

Connect the Docs

Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Marketo's Modern B2B Marketing. Brian Carroll's book Lead Generation for the Complex Sale. B2B Lead Generation Benchmark Study 2009. Sales Lead Expert’s Learning Center. Brian Carroll's book Lead Generation for the Complex Sale.

Are You Giving Your B2B Prospects Too Much Information?

Savvy B2B Marketing

Here's my approach: Map out the buying cycle for each of your audiences To help customers navigate the path to purchase, you need to understand what this road looks like. So, sit down with sales, product management and other key stakeholders and map out a typical buying process -- for each of your audiences. I can relate. What does this have to do with B2B marketing? A lot, actually.

GPS 2

Are You Giving Your B2B Prospects Too Much Information?

Savvy B2B Marketing

Here's my approach: Map out the buying cycle for each of your audiences To help customers navigate the path to purchase, you need to understand what this road looks like. So, sit down with sales, product management and other key stakeholders and map out a typical buying process -- for each of your audiences. I can relate. What does this have to do with B2B marketing? A lot, actually.

GPS 2

What Marketers Can Learn from Top-Performing Sales Reps

Savvy B2B Marketing

This list serves as a basis for bargaining throughout the buying cycle. The matrix should lay out all the content assets available to prospects, along with how they align to the buying cycle. By viewing content assets in this way, you can determine if you have enough content to guide a prospect through a long buying cycle. See this post by Michele Linn for a comprehensive list.

What Marketers Can Learn from Top-Performing Sales Reps

Savvy B2B Marketing

This list serves as a basis for bargaining throughout the buying cycle. The matrix should lay out all the content assets available to prospects, along with how they align to the buying cycle. By viewing content assets in this way, you can determine if you have enough content to guide a prospect through a long buying cycle. See this post by Michele Linn for a comprehensive list.

Marketing Automation ROI: Efficiency or Revenue?

LeadSloth

Maybe spending on lead generation can be better directed, so unprofitable programs can be cut. I suggest three areas: More cost-effective lead generation. Better conversion rates with lead nurturing. Lead Generation: with close loop measurements, you can easily see the effectiveness of each lead generation campaign. One of the best examples is in Marketo’s “Secret Sauce&# webinar. You improve your investment-to-pipeline ratio by focusing on the most cost-effective lead generation sources. Lead Nurturing fixes funnel leakage.

Having a blast with B2B email?

Acquiring Minds

and Trigger emails that are sent in response to online & offline behavior and segmentation criteria such as the stage in the buying cycle. The broad market acceptance of lead management and sales enablement applications is paving the way for the widespread use of 1to1 Sales emails and Trigger emails for lead generation, lead nurture and conversion. Upshot: Marketers and sales reps now have robust email marketing tools available for lead generation. Tags: marketing automation lead generation email sales enablement But all that is changing as.

Low Cost Systems for Demand Generation

Customer Experience Matrix

My new obsession with Twitter (follow me as @draab) has led to several messages from people who seemed to have trouble choosing between Eloqua and Marketo. This is a bit perplexing, since those products are at the opposite ends of the spectrum: Marketo being relatively low cost / limited functionality / easier to learn, and Eloqua being higher cost / richer functionality / takes more training. Marketo is certainly a fine product, but marketers should still look around before picking it by default. I did publish a real review in July 2009.] Just kidding.or

CRM 2

How Do You Compare to the Best Content Marketers?

Savvy B2B Marketing

Recently Michele Linn posted about the importance of mapping content to the buying cycle. Right after that, I came across an interesting report released by the Aberdeen Group, which provides information about how industry leaders approach lead management and demand generation. B2B marketers can glean lots of great insights from this $399 report (being offered for free until October 2, 2009). Of the top barriers to adopting a lead lifecycle management process, resources to develop lead-nurturing content tops the list across all company categories.

How Demand Generation Systems Handle Company Data: Diving into the Details

Customer Experience Matrix

In theory, this would imply that company data is stored once and applied to all the associated individuals, and that the demand generation system could aggregate data by company, use that data to calculate company-level lead scores, and change which company an individual is linked to. Here are the questions I asked, with summaries of answers from the five vendors in the current Raab Guide ( Eloqua , Manticore Technology , Market2Lead , Marketo , Vtrenz ) plus two I’ll be adding shortly ( Marketbright and Neolane.) The only other vendor I explored this with in detail was Marketo.

The Definitive Guide to Lead Nurturing: Free On-Demand Webinar

Modern B2B Marketing

More than 4,000 people have downloaded the Definitive Guide to Lead Nurturing , our 40+ page eBook sharing practical tips for getting started with lead nurturing, optimizing your program, and measuring the results. Now you can get it, with no registration required : download The Definitive Guide to Lead Nurturing. Also, on August 19, more than 1,000 people attended the Definitive Guide to Lead Nurturing webinar that I presented along with Sergio Balegno, Sr. Establishing permission to nurture leads. What types of campaigns accelerate the buying cycle.

Unleash Your House Database with Lead Nurturing

Modern B2B Marketing

Five Tips for Effective Lead Nurturing. Finding out that most of what marketing calls “leads” are not really sales leads reinforces the sales team’s impression that marketing-generated prospects are not worth their time. The 50% of qualified leads that aren’t sales ready get put into the house database for “lead nurturing”, which often means a semi-regular newsletter and “random acts of marketing” — not true lead nurturing. As a result, the house database becomes a place where leads “go to die” and most (or all) of them never make it back to sales.

First Look: Genius.com Adds Nurturing Campaigns to MarketingGenius

Customer Experience Matrix

Yesterday’s chance to write the first review (I think) of Marketo’s 3.0 Genius Enterprise expands the company’s beachhead in marketing by adding automated lead nurturing and lead scoring. Genius.com plans to add those fairly soon, but in the meantime feels its easy deployment and real-time sales alerts are already reason enough for marketing and sales users to buy its product. As to the landing pages and forms themselves, companies can build their own, have Genius.com professional services staff build them, or use Web to Lead pages created in Salesforce.com.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

The main result of the conversations so far has been to clarify the items related to lead routing. Eloqua Manticore Technology Market2Lead Marketbright Marketo Neolane Silverpop Engage B2B complex 11 8.5 Those are easy to create because the Raab Guide (buy now! Of course, I do realize that publishing this matrix lead to many more phone calls from vendors who want to know why they weren't listed in a given category. 0 1 0 show highest-value offer on form (automatically display highest-value offers on a form based on lead characteristics and behaviors) 0.5

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog called Modern B2B Marketing contacted me and invited me to share my expertise in B2B demand generation with their readers. Here are the questions Marketo asked, along with my answers: (Marketo) How did you first get started with online B2B Marketing and what do you like best about it? Jeff) In early 2009, I observed what happening in the world of B2B sales and decided to get involved. I decided to pen the white paper, How to Find New Customers , which Marketo generously sponsored.

How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. “On average, nurtured leads produce a 20 percent increase in sales opportunities versus nonnurtured leads.&# ( DemandGen Report ).

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog contacted me and invited me to share my expertise in B2B demand generation with their readers. Here are the questions Marketo asked, along with my answers: How did you first get started with online B2B Marketing and what do you like best about it? In very early 2009, I observed what happening in the world of B2B sales and decided to get involved. . I decided to pen the white paper, How to Find New Customers , which Marketo generously sponsored. Focus on story-telling.

How (and Why) to Do Lead Nurturing Right

WebMarketCentral

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. Content marketing plays a key role in lead nurturing as well as a successful lead generation and social media strategy.

IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation

Modern B2B Marketing

If you’re grappling with how to make the right choice, or just looking to make a business case for marketing automation at your company, here’s a new resource from the smart analysts at IDC’s CMO Advisory Practice : a new workbook titled “ Optimizing Marketing and Sales Lead Management with Marketing Automation.”. Improving lead management through process-driven technology. Leveraging marketing automation for lead management, (e.g. “Is Check it out: download ” Optimizing Marketing and Sales Lead Management with Marketing Automation.”.

The benefits of marketing automation

Fearless Competitor

I suggest three areas: More cost-effective lead generation. Better conversion rates with lead nurturing. Lead Generation: with close loop measurements, you can easily see the effectiveness of each lead generation campaign. One of the best examples is in Marketo’s “Secret Sauce” webinar. You improve your investment-to-pipeline ratio by focusing on the most cost-effective lead generation sources. Lead Nurturing fixes funnel leakage. If you don’t properly nurture early-stage prospects, they will probably buy from a competitor.

The 3 ingredients of business success today

Fearless Competitor

Marketing Automation — Good packages out there like Marketo and Eloqua. Content builds trust (lead nurturing) so businesses turn to your company. And trigger events help your salespeople know when they are ready to buy. Jeff Ogden is the President of Find New Customers , a lead generation company that helps businesses find and acquire new customers. Tags: Lead Nurturing lead generation marketing campaigns marketing funnel In this tough marketplace with companies struggling to make their numbers, I will share a big secret. It’s three or die.

Demand Generation Tips: Thought Leadership With Sean Donahue of MarketingSherpa

Modern B2B Marketing

Lead nurturing and lead scoring seem to be coming into the mainstream. What do you think are the biggest opportunities marketers have in terms of more effective lead management? First, just practicing lead nurturing and lead scoring means you’re ahead of the game in terms of lead management effectiveness. Relevance is more important than ever.

The Difference between Lead Nurturing Accelerator Campaigns and Lead Lifecycle Campaigns

Modern B2B Marketing

Today Marketo released chapter 3 to The Definitive Guide to Lead Nurturing , and we are so excited to see so many people returning to check out this week’s chapter on Advanced Lead Nurturing. In this chapter, Marketo shares best practices on Accelerator Campaigns and Lead Lifecycle Campaigns. Accelerator Campaigns are used to move prospects along the buying cycle faster by sending content at the right time. Some quick tips on Accelerator Campaigns include: Start simple and build out these lead nurturing campaigns.

The big and almost free marketing initiative that almost no one is doing today

Fearless Competitor

It’s lead nurturing, and a study by DemandGen Report (who recently published an article from this blog) did a study in late 2008 and found that only 8% of respondents currently have an automated lead nurturing strategies and processes in place. The remaining 92% have failed to establish a process for longer term leads and are leaving money on the table but allowing prospects to leak and buy from competitors. In order to achieve maximum results from lead nurturing, it needs to be combined with a lead scoring system. RealROIofLeadNurturing.