Other Twitter Topics:        Tools for Business Teams       Multiple Account Layering Strategy       More Analytics       Email The Scoopdog Team ++++++++++++++­++++++++++++++­++++++++++++++­++++++++++++ (Read time = 3 minutes) Forget  for a moment, the promises of “messaging in the stream”… of ”conversational marketing”… and/or the rush for “knitting together a branding fabric”….  For B2B clients, usually marketers quickly move past simple impressions to some more meaningful measure

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. Most recently, Marketo just announced their lead management solution. While honored, I also find reviewing these solutions confusing because there is a lot of variation in the product presentations and overlap between categories.

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. Why Analytics? Part of the attractiveness of Marketing Automation is that marketing processes finally become repeatable and measurable.

Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class.   0160; With almost 5,000 registrants, it is clear that B2B marketers are concerned about getting the most out of their demand generation and lead management programs.   The Kern Organization did an impressive presentation 0160; But with so much on a marketer’s plate these days, not all 4300 could attend this half day event.   0160; For those, and as a wrap-up from the event, I wrote up

wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. Image by LollyKnit via Flickr I

Getting into lead generation was an accident. had more ego than understanding about lead generation and professional selling. So, I started literally at the bottom, responding to inbound website and 800# leads. That started my journey into lead generation, marketing & sales. The next interview in the B2B Marketing thought leader interview series is with Aaron Ross, formerly with salesforce.com and founder of PebbleStorm:CEOFlow . I've long been a fan of his blog Build a Sales Machine and I learn something new every time we interact.

So the challenge is connecting our website data (analytics), with marketing data (inquiries and leads) with the sales process and revenue (closing the loop). came across Manoj Jasra post, " B2B Web Analytics: Deeper Dive - Web Analytics World " and thought it was relevant to share. Jasra writes, "in order to be successful in a B2B world, marketers require a strong understanding in regards to their potential customers. In the complex sale, the length of the buying cycle makes the connection between on-the-web activity and the off-line decision to purchase much more difficult to trace.

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. As part of a broader lead generation, on-demand platform, Demandbase offers a free, downloadable

Lead scoring allows you to objectively define where each person is in their buying process. Associate Value with each Stage With the buying stages defined, it’s now possible to look at historical conversion rates to understand the value of a lead at each stage. Similarly, if a lead at the “mild interest” stage has a 1% chance of converting, it is worth $100, and if a raw name that has not yet shown any interest has a 0.2% It’s the ultimate question in marketing: What effect did this campaign have on revenue? In short buying cycles, where the buyer generally understands

Check out the Top 7 Landing Page Strategies on the Google Analytics blog. The problem is that you may be losing high quality leads from executives who are interested in signing up for a webinar but just don't have the time to fill out a huge form. How do you Increase Conversions yet Ensure that the Leads are Qualified? Here are some quick tips from the experts - Google that is - on how to improve your landing pages. I found #4 interesting: "Using qualifying copy".