best-practice 
The Point
OCTOBER 30, 2013
A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic?
The Point
OCTOBER 14, 2010
Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. From Marketo’s perspective, I understand the need to frame marketing automation in ever more mission-critical terms. Enable sales reps to turn off lead nurturing for specific prospects from within the CRM system.
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The Point
JULY 13, 2012
Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? I have my concerns, however, about extending it to lead nurturing and the email medium.
The Point
MARCH 25, 2016
Marketo, Pardot) with your Webinar platform (e.g. Doing so not only eliminates tiresome manual transfer of registration data, but also gives you greater flexibility in the design and branding of campaign assets like registration pages, leading to increased conversion rates and more registrations. Citrix, Webex.)
The Point
JULY 21, 2016
Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. A well-planned, well-designed lead scoring schema ensures that sales reps are spending time with the leads that most merit the investment.
The Point
JUNE 20, 2012
However, if the creative foundation for those campaigns is suspect, even the best technology simply results in a faster time to failure. lead nurturing) or when you want to segment emails by product line or target audience. Use sidebars. Sidebars allow you to showcase items (offer images, speaker bios, etc.)
The Point
JANUARY 25, 2012
Improve conversion (click to lead) rates by just a percentage point or two and you can increase lead volume (and slash Cost Per Lead) disproportionately. Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle.
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