Industrial Marketing Today

DECEMBER 22, 2011

As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. Not all the posts were written in 2011, one was way back from 2008. B2B Lead Generation without Lead Nurturing is Doomed to Fail.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

markempa

NOVEMBER 18, 2010

If your 2011 marketing budget is tighter than you want it to be, trying giving sales less leads. According to Marketing Sherpa’s just-released 2011 B2B Marketing Benchmark Report , a whopping 80 percent of the 935 respondents said they pass unqualified leads along to sales. That’s a costly mistake.

Marketing Budget 120

Marketing Budget Budget Programs Sales Qualified Leads Lead Qualification 120

markempa

NOVEMBER 18, 2010

If your 2011 marketing budget is tighter than you want it to be, trying giving sales less leads. According to Marketing Sherpa’s just-released 2011 B2B Marketing Benchmark Report , a whopping 80 percent of the 935 respondents said they pass unqualified leads along to sales. That’s a costly mistake.

Marketing Budget 120

Marketing Budget Budget Programs Sales Qualified Leads Lead Qualification 120

markempa

SEPTEMBER 1, 2011

Tweet If you attended our most recent B2B Lead Roundtable Webinar, Six Funnel Focal Points to Finish 2011 Strong – Part I , you found out that even though the end of the year is less than 125 days away, there’s plenty of time to drive more opportunity through your sales funnel and to the bottom line. But it gets even better…).

Top of Funnel 120

Top of Funnel Webinar Metrics Cost per Acquisition Sales Cycle 120

ANNUITAS

MAY 8, 2012

According to a 2011 study by MarketingSherpa , 74% of B2B marketers stated that their biggest challenge was generating high quality leads. The next biggest challenge was a distant second: 49% cited “generating a high volume of leads”. However, lead generation is irrelevant in today’s b2b marketing climate.

Lead Generation 100

Lead Generation Generation Top of Funnel Leads 100

The Point

AUGUST 8, 2011

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

markempa

DECEMBER 29, 2011

Some people say I’m an expert in B2B lead generation because I wrote a book on it, but you know what? This past year has been especially illuminating thanks to the brilliance of smart marketers who are expanding and perfecting the lead-generation concepts I wrote about years ago.

Top of Funnel 120

Top of Funnel Webinar Metrics Lead Scoring Lead Ranking 120

Industrial Marketing Today

OCTOBER 26, 2010

With the cloud of economic uncertainty still hanging over many industries, it is not surprising that B2B marketers are shifting their 2011 budgets more towards lower-cost inbound eMarketing tactics. MarketingSherpa asked more than 900 B2B marketers how they expected their marketing budgets to change for 2011.

Marketing Budget Creation 60

Marketing Budget Creation Marketing Budget Inbound Marketing Tactics 60

Adobe Experience Cloud Blog

JULY 29, 2011

by Carol Fox CSO Insights just released the results of its annual Lead Management Optimization (LMO) Study. The chart below shows how funds were allocated for 2011 among companies surveyed. Also, although marketing budgets have increased slightly over last year, allocation of funds to lead generation programs has not increased.

Lead Management 48

Lead Management Allocation Lead Scoring Lead Ranking 48

markempa

AUGUST 6, 2010

One of the greatest challenges marketers continue to face is converting leads to pipeline revenue which could actually be the result of a bigger problem — marketers not generating high-quality leads in the first place. Take MarketingSherpa's 2011 B2B Marketing Benchmark Survey here.

B2B Marketing 120

B2B Marketing Advertising Benchmark B2B Lead Scoring 120

Rev

OCTOBER 13, 2018

Scott , the VP of Platform Ecosystems at Hubspot and the editor of chiefmartec.com, has been categorizing marketing technology since 2011. I talk to people like David Lewis who brings considerable perspective to B2B martech used for demand generation and lead management. Lead scoring. Lead nurturing.

Lead Ranking 114

Lead Ranking Account Based Marketing Lead Scoring Top of Funnel 114

NuSpark Consulting

NOVEMBER 16, 2011

So I was reading with some interest the 2012 B2B Marketing Benchmark Report from Marketing Sherpa because I always like to see B2B marketers’ top challenges in their businesses, which not surprisingly, is generating quality leads. 78% of their biggest challenge is generating quality leads. Generate Leads: 46%. . Of course! .

Paid Search Agency 100

Paid Search Agency Lead Generation Lead Scoring Lead Ranking 100

markempa

OCTOBER 21, 2010

When I asked members of the B2B Lead Generation Roundtable on LinkedIn how companies can improve alignment between sales and marketing, our discussion board was inundated with keen insight and brutal honesty. When can sales send the lead back to marketing for nurture?” How is that lead nurtured?

Lead Generation 120

Lead Generation B2B Sales Sales Qualified Leads B2B Marketing 120

markempa

OCTOBER 21, 2010

When I asked members of the B2B Lead Generation Roundtable on LinkedIn how companies can improve alignment between sales and marketing, our discussion board was inundated with keen insight and brutal honesty. When can sales send the lead back to marketing for nurture?”. How is that lead nurtured?

Lead Generation 120

Lead Generation B2B Sales Sales Qualified Leads B2B Marketing 120

NuSpark Consulting

SEPTEMBER 10, 2011

I was reading with interest recently the results of a study from sales organization Miller Heiman called Sales Strategies for Thriving in a Post-Recession Economy, a 2011 Best Practices Study. Marketing and sales alignment, with an open dialog and defined lead agreements. Increase the volume of qualified opportunities.

Top of Funnel 100

Top of Funnel Practices Planning Lead Scoring 100

Hubspot

MARCH 20, 2012

We recently released HubSpot's 2011 Year in Review slide deck , filled with interesting insights into HubSpot's growth and milestones as a business over the past year. We wanted to share some of the milestones we and our customers have achieved in 2011 and give you a peek at the slide presentation, too. million leads in 2011.

Hubspot 28

Hubspot Enterprise Management Work Management Marketing Management 28

Marketing Insider Group

AUGUST 12, 2010

We discussed the great lead quality vs. lead quantity debate. And when quality is required, you need to be able to deliver leads that convert. The debate often goes like this: Sales wants more leads. Sales says they want better leads. However, you must continue to nurture those leads that are not yet ready to buy.

Work Management 100

Work Management Marketing Management Sales Qualified Leads Lead Scoring 100

NuSpark Consulting

SEPTEMBER 10, 2011

I was reading with interest recently the results of a study from sales organization Miller Heiman called Sales Strategies for Thriving in a Post-Recession Economy, a 2011 Best Practices Study. Marketing and sales alignment, with an open dialog and defined lead agreements. Increase the volume of qualified opportunities.

Top of Funnel 100

Top of Funnel Practices Planning Lead Scoring 100

The Effective Marketer

AUGUST 30, 2010

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy. United States License. United States License. United States License.

Work Management 100

Work Management Marketing Management Marketing Automation Services Planning 100

Adobe Experience Cloud Blog

FEBRUARY 25, 2011

In the stampede to corral leads, B2B marketing efforts can lose momentum as soon as the prospects have moved into their sales cycle. Once you’ve got them in, how do you establish a lead management cycle that nurtures the leads you worked so hard to get? Does Your Drip Marketing Leak Leads? Actually not true.

Work Management 48

Work Management Leads Lead Marketing Qualified Leads 48

The Point

OCTOBER 26, 2010

Though marketing budgets may begin to recover in 2011, the last two years have been marked by cutbacks in overall marketing spend and an over-arching desire to do more with less. In that context, two of the most common use cases for marketing automation are: * ensuring prompt, effective, and systematic follow-up to all new inbound leads.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

Hubspot

DECEMBER 11, 2020

On the other hand, when brands use tactics that feel unethical, consumers lose trust in the brand which could lead to less brand loyalty or purchases. At HubSpot, we encourage companies to nurture leads rather than using unethical or desperate marketing tactics to trick them into signing up for something. Image Source.

Ethics 100

Ethics Design Guidelines Amazon 100

Hubspot

AUGUST 9, 2011

In its Focus Research Study Marketers' Benchmarks 2011 , Focus uncovers some interesting data around present and future best performing marketing tactics. Inbound marketing, which focuses on generating new leads and managing and nurturing existing leads, is one of the top areas for investment in 2011.

Inbound Marketing 28

Inbound Marketing Allocation Top of Funnel Work Management 28

markempa

OCTOBER 12, 2011

Tweet I am especially looking forward to the next B2B Lead Roundtable webinar. Jen Doyle, MarketingSherpa Senior Research Manager and Lead Author of the 2012 B2B Marketing Benchmark Report , will reveal key takeaways from this just-released publication, which is based on a survey of marketers from 1,745 B2B organizations. PST, 11 a.m.

Advertising Benchmark 120

Advertising Benchmark Webinar Metrics Marketing Report Peer-to-peer 120

Webbiquity

JUNE 28, 2012

While web analytics software tells us important metrics like how many visitors we have, which pages they visit and for how long, sales and marketing need more leads. When a company comes onto your website it’s an opportunity for you to proactively take its anonymous interest and turn it into a lead.

Marketing Management 100

Marketing Management Marketing Websites Lead Scoring Lead Ranking 100

Hubspot

JANUARY 7, 2011

According to MarketingSherpa’s 2011 Email Marketing Benchmark Report , the most effective tactic to increase relevancy is triggered emails. At HubSpot , we use our marketing software's Lead Nurturing emails to keep in touch with prospects. The size of each sphere represents its level of usage.

Tactics 28

Tactics Email Marketing Effectiveness Planning 28

Adobe Experience Cloud Blog

MARCH 3, 2011

by Maria Pergolino It’s one thing to generate leads. The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding. With the mass amount of resources devoted to lead generation, the act of following up on leads has to be improved to experience growth in conversion rates.

Sales Qualified Leads 48

Sales Qualified Leads Lead Scoring Lead Ranking Buying Cycle 48

Marketing Insider Group

MAY 12, 2010

Online lead generation is one of the best ways to identify customers early in the journey and produce a solid and predictable return on investment. Marketing needs to be the engine to identify qualified leads for sales. The reason for this is that the basic fundamentals of online lead generation prepare you for everything that follows.

Lead Generation 100

Lead Generation Sales Management Lead Ranking ROI 100

Customer Experience Matrix

OCTOBER 17, 2012

It only recently added standard B2B marketing automation features including a customer-level marketing database, outbound email, landing pages, lead scoring, Web behavior tracking, reporting, and Salesforce.com integration. I profiled them in a February 2011 post.) The acquisition is significant on several levels.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

The Effective Marketer

MAY 18, 2010

Outside work they don’t want to check out a blogabout the newest lead nurturing technology, or fly out to attend a marketing conference. This bunch sees marketing only as a job. If they were offered more money to create TPS reports they would switch to doing it in a heartbeat. United States License. United States License.

Planning 100

Planning Work Management Marketing Management Marketing Budget Creation 100

Industrial Marketing Today

OCTOBER 25, 2011

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. This was followed by Lead Generation (ToFU) at 48% and Lead Nurturing (MoFU) at 40% (See chart).

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Everything Technology Marketing

APRIL 12, 2011

Leads, leads, leads. By far the most mentioned objective for content marketing is lead generation (62 percent), followed by lead nurturing (39 percent). The 2011 B2B content marketing survey is still open - take the survey and be among the first to receive a copy of the results!

B2B Marketing 100

B2B Marketing B2B Thought Leadership Marketing Automation Services Content Marketing 100

The Effective Marketer

JUNE 23, 2009

Class: Inbound Lead Nurturing (CV201) Professor: Brian Carroll, MECLABS, InTouch The Lead Nurturing presentation followed the same format I had seen before from previous webinars presented by Brian Carroll, presenting the case for why would you want to “nurture” your leads. United States License.

Training 100

Training Planning Marketing Budget Creation Work Management 100

ANNUITAS

MARCH 10, 2011

Despite the claim by some that automation is “floundering”, marketing automation is clearly gaining steam and poised for even more growth in 2011. He asked: “ What’s the difference between demand generation, lead management and marketing automation?” The end result of demand generation is leads. Lead Planning.

Work Management 100

Work Management Marketing Management Marketing Automation Services Lead Qualification 100

The Effective Marketer

JUNE 21, 2009

Free Marketing Training from IMU After watching the classes, my take on the University is: Positives: Online archives from each class including slides available on-demand helps a lot when you have busy schedules like mine, and also allows watching at your own pace (i.e. United States License. United States License. United States License.

Inbound Marketing 100

Inbound Marketing Training Planning Work Management 100

KoMarketing Associates

MARCH 30, 2012

Through two recent client presentations, users accessing their websites via mobile devices had increased 50% and 33% respectively between Q4 2011 and Q1 2012. From a strategic perspective , how will mobile marketing impact lead generation, the sales pipeline, brand visibility, etc. Time on device versus time on desktop are different.

Mobile Marketing 120

Mobile Marketing B2B Marketing iProspect Mobile Advertising 120

ANNUITAS

OCTOBER 17, 2010

A few years ago that simply meant generating some leads and some new names for the sales team to pursue, but we are now seeing marketing teams play an active role on engaging prospects at each stage of the buying cycle. This requires new discipline in lead management, which many B2B marketers are still getting their arms around.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100