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DIGITAL BODY LANGUAGE
NOVEMBER 10, 2010
5 Things You Shouldn’t Expect from Marketing Automation
If you focus on the technology over the planning, you won’t have the backbone necessary to support your marketing automation efforts and convert more leads into sales. One of the best ways to get inside a buyer’s head is to develop a profile of your ideal customer that includes his/her demographic, firmographic and psychographic details. Identify the right leads for sales.
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CHRIS KOCH
MAY 21, 2010
How Facebook’s privacy disasters will change B2B marketing
Have you ever noticed that your Facebook profile page looks like one of those horrible qualification forms that we make our customers fill out? If you go to Facebook and look at your profile, your immediate reaction is going to be that it’s asking for too much information. of the time any link that you put in a tweet is going to lead to accessible content. It seems that Facebook has staked its future not on the interactions that occur between people on its network but on the idea that the value is in the personal information of its participants.
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FUNNEL FOCUS
JUNE 15, 2010
What You Can Learn About Prospects from the Content They Read – 4 Questions for Ardath Albee
One of the benefits of marketing automation is that it provides marketers with the ability to see how prospects interact with their marketing content. Lead scoring assigns points based on the prospects’ behavior in relation to specific content over time—in addition to points for demographic fit and recency. Content must be designed to motivate movement across each step of the process—one piece leading to the next, from beginning (status quo) to end (purchase). AA: There are a number of ways content can help marketers learn more about their leads. Depth of Interest.
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B2B MARKETING INSIDER
DECEMBER 1, 2010
Confessions Of A B2B Marketer
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy December 1, 2010 12 Subscribe Confessions Of A B2B Marketer Share Just in case you are wondering, I am not going to start spilling crazy secrets that might put my job in jeopardy.
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FUNNEL FOCUS
MAY 19, 2010
How the Human Touch Impacts Marketing Performance – 5 Questions for Brian Carroll
Improving marketing performance is not just about implementing the right technology, it’s also about creating a strategic process to involve people in the process of lead nurturing and qualification. CD: How can strategic phone outreach impact lead scoring? Lead scoring is not a substitute for human touch. Becoming trusted advisors while Identifying “sales ready” leads.
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FUNNEL FOCUS
JUNE 23, 2010
Improve Lead Nurturing Process Execution with Decision Trees
One of the features that makes it easier to transition from process to executable action is the use of program decision trees that provide a visual representation of how a lead will make progress toward buying. Lead nurturing can become complex and unwieldy very quickly based on the number of steps, length of sales cycle and permutations possible during buying over the long term.
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