The Point

FEBRUARY 4, 2011

On Focus.com , Craig Rosenberg asks: “What are the top benefits of adopting marketing automation?” My response: Based on our firm’s experience , the most common benefits of marketing automation are these: 1. Shortened sales cycles due to more systematic nurturing of leads through the selling process.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. For other companies, the decision of whether or not to take the plunge into marketing automation is less of a slam-dunk. What would you add to this list?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). How is your lead management process working? Those manual processes are very often where “holes” in the data occur.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

APRIL 29, 2021

If you’re using a shared IP address (through a marketing automation provider, for example), then your email reputation will always be subject to the behavior of other senders on that same IP, so any efforts to otherwise protect your domain will be for nought. * The set-up process for a new domain can be complicated and time-consuming.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

FEBRUARY 27, 2018

If you use a marketing automation platform such as Marketo , that software will track anonymous visitors to your Website by capturing their IP address and other information by means of a browser cookie. Create an Opt-In Process. The opt-in process for GDPR is very similar to the requirements under CASL.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

NOVEMBER 4, 2010

Why do I need to set up automated email response as well?”. My response: Most all of our clients combine email and phone follow-up – i.e. inside sales calls combined with some kind of automated email response. Our inside sales reps are fairly prompt about following up with all leads by phone. Here are the key reasons: 1.

Lead Scoring 100

Lead Scoring Lead Ranking Telemarketing Process 100

The Point

JANUARY 17, 2019

During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process. As a result, and due to the low rate at which the SDRs were able to engage with those leads, more than 80 percent of inquiries stalled at the very first step of the lead management process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

FEBRUARY 28, 2023

For some, it may be the hassle of navigating an onerous MDF approval process. Whatever the process, partners should invest the time in planning and preparation to ensure those sales or marketing dollars reap the greatest reward. By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

DECEMBER 11, 2018

There was a time, not so long ago, when Marketing Automation went through a similar transition. ABM is not solely a marketing initiative, and moreover, without the buy-in, advice, and active involvement of sales and sales management, starting early in the planning process, the performance of any ABM initiative is greatly compromised.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. But, as is the case with all technology, the tools enable, but don’t deliver, the process change.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

APRIL 26, 2018

This leads to a much longer decision-making process and more opportunity for B2B marketers to influence their buyers over time. Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. Lastly, the technology now exists to harness intent data.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

OCTOBER 25, 2018

My guess is that most marketers know that email clicks don’t tell the whole story (or anything close to it) but – as other studies have shown repeatedly – they lack the systems, processes, resources or sales discipline (for example, when it comes to consistently attributing leads to opportunities) to make such measurements accurate or even possible.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

OCTOBER 1, 2021

However, forcing that same individual to enter a business email address instead doesn’t change where that person is in the buying process; it simply creates more friction in the user experience. In our work with B2B clients , fewer companies are demanding that forms reject personal emails.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

JUNE 30, 2017

Target account campaigns are possible leveraging only the most basic in marketing automation and ad technology (for example, programmatic display advertising.) Successful ABM programs require the buy-in, sponsorship, and active involvement of multiple teams, notably sales, but possibly even customer service, at every stage of the process.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MAY 9, 2017

SP) The same mistake that marketers were making 10 years ago with marketing automation (provisioning the MA platform and then realizing they lacked the content to launch drip campaigns ) is being repeated with ABM. HS) Where do most B2B companies trip up when it comes to executing on ABM? (SP) McKesson versus United Healthcare). Do you agree?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JANUARY 19, 2021

Marketers will need to get ahead of this by incorporating credit ratings into the qualifying process.” – Sarah, Marketing Automation Specialist. “I Leads will need to pass “credit worthiness” before a closed/won is accepted. I think a significant trend for B2B marketing and sales in 2021 will be video.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

APRIL 1, 2014

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Once initiated, the steps are as follows: 1.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

MARCH 22, 2019

Two reasons I can think of: One is that lead scoring is routinely set up as part of an initial implementation of a marketing automation platform. The result, inevitably, is a lead scoring model that fails to take into account the complexity of the company’s selling process. I would argue: no.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JULY 17, 2017

This year’s report (download a copy here – registration required) is striking in the degree and pace of change reported, since only last year, in how B2B buyers describe their research and purchase processes. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg. Click To Tweet.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

AUGUST 25, 2020

Which of the following do you have in place: CRM, Marketing Automation, Programmatic, ABM (Demandbase, Engagio, 6Sense, Terminus), Sales Enablement (SalesLoft, Outreach), Data Enrichment/CDP (ZoomInfo, DiscoverOrg, Leadspace), Conversational Marketing (Drift), Content Experience (Uberflip), Website Personalization, Attribution. .

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JANUARY 27, 2016

It’s a useful reference for any marketer tasked with measuring the impact, and therefore the ROI, from lead nurturing and enabling technology like marketing automation. Coincidentally, it’s at this very early stage where we see automated lead nurturing have the most positive impact.). #3

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

JANUARY 19, 2016

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. Is automation always a good thing, however? Effective sales communication requires more than just automation. The answer seems to be: no.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

JANUARY 14, 2014

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on. And that lack of focus can be a big mistake. Probably not.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

SEPTEMBER 17, 2014

Spear conducted a thorough audit of the company’s lead nurturing process, and presented a series of recommendations, focused primarily on segmentation, offer strategy, email cadence, and creative. All campaigns were built and launched in Marketo, a leading marketing automation platform. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JUNE 20, 2018

Similarly, can a company skip the complex process of strategic planning that ABM demands, jump right into account-based campaigns and still expect measurable results? In most cases, the answer is no. Target account campaigns.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

APRIL 16, 2019

Getting the prospect’s information is only a first step in a sales process that may ultimately take weeks or months. program accomplishes two main goals: It ensures that all leads receive prompt and automated response, regardless of sales bandwidth. Failure to Nurture Leads Correctly. Most B2B sales cycles are long and complex.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

FEBRUARY 11, 2014

Marketing automation and CRM have now become mature, so Captora can now attack the ineffectiveness across the top of funnel. In the process, we accelerate new leads, at a lower CPL, by engaging conversion-ready buyers before they’ve found your company (or your competitors). PA]All of our customers have invested in marketing automation.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

OCTOBER 29, 2014

Advances in technology now allow us to cost-effectively capture, store, share, analyze and visualize these data – things like faster CPUs, cheaper memory, and massive parallel processing. For the most part, companies rely on instinct and, perhaps, lead scoring via marketing automation. What else can I sell to my current customers?

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

NOVEMBER 27, 2018

In addition, the platform integrates with leading marketing automation platforms, such as Eloqua, HubSpot, Marketo, and Pardot. HS) How do you recommend that B2B companies process, respond to and nurture social leads? (DK)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

NOVEMBER 22, 2016

I was reminded of all this by a recent question from a prospective client: “Currently our lead management process is designed so that our SDR team have primary responsibility for qualifying leads. In a nutshell, the process is: lead comes in, SDR contacts leads, if no response, he/she moves that lead to the nurture program.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

OCTOBER 30, 2013

Put another way, it’s OK if you “lose” some people in the process, because those who choose not to complete the registration form (see #2, below) probably weren’t too interested in the first place. If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. HS) Where do you see as the greatest opportunity to improve marketing and sales processes?

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JULY 15, 2010

Marketing people naturally tend to think in terms of campaigns and “mass&# activities, and that’s exactly what SFDC (or any good CRM system) can help automate in a hurry. That’s why the process issues have to be dealt with from the beginning. HS: How do marketing automation systems make Salesforce more useful?

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. In order to improve the pace and rate at which raw inquiries converted to opportunities and deals, iDirect made the decision to improve both the systems used to manage leads and the processes behind them.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

MAY 30, 2014

marketing automation and related technologies make it easier than ever for clients to produce campaigns and generate demand using in-house resources. It’s not enough for agencies to simply know how to use systems like marketing automation. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

OCTOBER 25, 2016

An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates , and demand generation ROI, significantly. The result is gross inefficiency and a waste of demand generation dollars. Poor Messaging.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

FEBRUARY 27, 2012

Amongst companies who adopt marketing automation technology, the problem of lead score inflation is a common one, mainly due to the rudimentary way in which most companies first decide to assign those scores. attends Webinar, VP-level title or above). assign negative scores for undesired behavior or demographics, or inactivity (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100