B2B Lead Management – 6 Best Practices
Great B2B Marketing
APRIL 3, 2012
Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both. Leads have a short shelf and the person who was enthusiastic about your offer yesterday, may not remember who you are tomorrow. This is such an important topic that I wrote a blog post about it titled: Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up)? Sounds like a good plan to me.
6 Evergreen Marketing Best Practices: Setting Roots for Steady Growth
MAY 13, 2015
What about the tried and true marketing best practices that have only improved over time? Sure, bright, shiny new things might make for quick wins , but if you want to drive long, steady growth, it’s best to trust in marketing best practices that have grown steadily over time. And all of these notable business benefits come from standard marketing best practices.
6 Best Practices for a Lead Management Strategy
JULY 2, 2013
One of marketing automation’s big wins is the ability to create a continuous process to manage leads at scale. Act-On’s new white paper, Best Practices for a Lead Management Strategy , outlines six steps to figuring out the best process for your organization: 1. Have a plan for how leads are qualified and routed. Include all stakeholders.
Best Practices for Marketing Automation from 11 Experts
Modern B2B Marketing
MARCH 20, 2013
by Dayna Rothman Today’s guest post is from Sam Boush, President of Lead Lizard. He is an expert in marketing automation and lead management best practices. Everyone loves a good “Best Practices” list! Best Practice #1: You Can’t Automation A Process That Doesn’t Exist—Always Map Your Lead Flow. What’s the alternative?
Taking Stock of Your Lead Management Process: 5 Key Questions
JANUARY 24, 2013
Key to designing an effective lead nurturing program is taking stock of your current lead management process. Note: it’s critically important that representatives from your sales organization have a seat at the table for this initial discovery process – not just management, but the people “in the trenches” who qualify, respond to, and follow up with sales leads.
Looking for best-practices BtoB demand generation? Start with fundamentals first!
APRIL 2, 2013
Buffer Best-practices BtoB demand generation is built upon a strong foundation. Lots of companies are working to create best-practices BtoB demand generation (aka digital marketing) programs. This undoubtedly happens because they don’t waste valuable sales time on unqualified leads. Agreed Lead Definitions. Goal Setting. Where are we trying to go?
Five Myths of Lead Management
APRIL 26, 2011
Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management. There is quite a bit of uncertainty on how companies should approach lead management and what it takes to achieve best practices. In addition to the confusion, we’ve also witnessed the emergence of many falsehoods about lead management.
B2B Social Media Best Practices for the Integrated Age
Modern B2B Marketing
JUNE 1, 2012
The value of social media as part of the B2B marketing mix includes branding, messaging, lead generation, and customer interaction. Five B2B Social Media Best Practices To Put Into Place After Integration. Here are 5 best practices to follow now that your B2B social media and marketing automation can be integrated into one solution: 1. Conversion rate.
More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous
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. Apparently it’s no more complicated than reaching leads almost immediately upon their expressing interest.
Please Don’t Let Your Sales Reps Nurture Leads
OCTOBER 8, 2015
Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. question: at this point, what kind of lead am I? By my own reckoning, I’m an MQL (Marketing Qualified Lead). Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. I’m also a perfect candidate for lead nurturing.
Top 5 Lead Source Best Practices
Modern B2B Marketing
APRIL 24, 2011
by Maria Pergolino Lead source is a critical piece of data you need in order to assess the value of your marketing campaigns and part of proper lead management. By putting in place best practices, you will be sure you can measure the value of your marketing campaign efforts while also communicating with sales the important information about a lead.
Measure Your Way to Lead Nurturing Success
JANUARY 27, 2016
Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. That, ultimately, is what lead nurturing is designed to do – move leads towards opportunity and close. The results were dramatic.
10 Tips for Driving Lead Nurturing Success (Infographic)
AUGUST 27, 2013
When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Yet, upon deploying a new marketing automation platform, effective lead nurturing can often take months to take shape, longer still to provide the kind of business impact the marketers (and their management) had in mind.
A Simple 2-Step Technique for Improving Lead Follow Up
JULY 14, 2015
In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”).
5 Reasons to Gate Lead Nurturing Content
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. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page. If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content. Here’s why: 1.
Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)
AUGUST 1, 2013
Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Multiple campaigns assigning lead scores.
Guest Post: Best Practices in Marketing Automation
OCTOBER 26, 2010
As such there are a variety of best practices to be followed in order to maximize the use of these systems. Below are some of the best practices we have found within our customer base that helped drive success with marketing automation. Improve Lead Interaction with Good Segmentation. Optimize Lead Nurturing Through Personalized and Relevant Communications.
5 Techniques For Lead Management Success That You Probably Aren’t Using
Modern B2B Marketing
APRIL 12, 2013
by Dayna Rothman Lead management is the ability to capture, respond, and manage incoming leads. When spending so much time and money on creating the perfect campaign, you want to make sure you have numerous best practices in place to manage your leads throughout the entire lifecycle. Lead Source Information: PPC Search ad, social, offer, etc.
Survey: Marketing Automation Users Score a “C” in Maturity
APRIL 8, 2015
The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. Respondents were then assigned a grade based on how many of their responses aligned with those best practices. In other categories, adherence to even fundamental best practices is relatively uncommon, even in areas that you’d otherwise assume to be a primary business case for marketing automation.
Why is Inside Sales So Scared of Lead Nurturing?
APRIL 1, 2014
One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced.
Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Improve campaign measurement.
Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)
AUGUST 8, 2013
When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. Examples of leads that fall into this category include students and competitors.
Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.
SEPTEMBER 30, 2013
Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. After all, a simple monthly email newsletter to your database – something you can accomplish with only the most basic email service provider (ESP) – nurtures leads. Certainly.
Personal review: Aprimo Lead Management
MARCH 10, 2011
Does Aprimo Lead Management Measure Up? At the Aprimo Marketing Summit , I had a chance to take a close look at the Aprimo Lead Management offering. I was able to grill them with questions that trip up many vendors. With my experience in B2B lead generation and marketing automation, I felt confident I could give them challenging questions. found a very strong and graphical offering for lead management. But you sure better sketch it out on a white board BEFORE you try to create it in Aprimo Lead Management.). Quality leads matter.
Where Leads Come From – Current vs. Best Practices
JULY 14, 2011
B2B Lead Generation | Where Leads Come From. Businesses ought to take a long hard look at lead sources to ensure the health of their businesses. t the recent Marketo Revenue Rock Star event, one of the speakers (perhaps Debbie Qadish of The Pedowitz Group) presented the unhealthy source of sales leads today. Here is what I consider a healthy source of leads.
5 Simple Ways to Take Your Lead Nurturing Program to the Next Level
AUGUST 15, 2012
You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? There was a time when lead nurturing was synonymous with simply staying in front of prospects. We need to talk. You can do a lot better. Campaigns based on selling stage.
Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management
Modern B2B Marketing
SEPTEMBER 28, 2012
by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. Here are some questions that IDC sought to answer with their survey: How do leading companies staff and organize teams for effective lead management? Service Level Agreements are a best practice here.
2011 Lead Management Optimization Study
JULY 21, 2011
B2B Demand Generation | CSO Insights new study on Lead Management is released. – 2011 Lead Management Optimization Study. To give you a small taste, here are some findings: Sales is generating more than half of their own leads Jim Dickie, CSO Insights. Lead conversion rates continue to deteriorate. CSO Insights has just released their new study.
Best Practice B2B Resource Center as a Hub for Relevant Content Delivery & Lead Nurturing
MAY 2, 2012
This can be an important vehicle for delivering relevant content, and through this capturing useful information about prospects that is used to manage the ongoing nurturing of these prospects in order to accelerate their buying process. We saw an opportunity to develop a best practice framework for B2B web site resource centers by examining existing resource centers from best in class companies such as Marketo, HubSpot and Eloqua; online publishers such as newspaper web sites; and other sites that manage large volumes of content (e.g. recipe sites).
Do Lead Nurturing Campaigns Always Need an Offer?
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? Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. have my concerns, however, about extending it to lead nurturing and the email medium. In my last post , I talked about creative campaign ideas for when you have no content to offer.
The Difference between Demand Generation and Lead Management by Carlos Hildago
DECEMBER 15, 2011
But companies need to manage the entire process – from contact to close and beyond. This is where Lead Management plays. “How Marketing Automation Supports Demand Generation and Lead Management.” ” Management best practicesAnd the host of Mad Marketing TV.). agree with Carlos. Good presentation, Carlos. agree 100%.
Why Personas Fail
FEBRUARY 25, 2015
Why then are they so hard to find, trapped in PDFs and Powerpoints at the bottom of a desk drawer, or at best, maybe on the company intranet? In a B2B environment, the fact that a persona may drive a minivan and prefer The Bachelor over Shark Tank really doesn’t serve to inform a salesperson’s call strategy, a marketer’s email campaign, or a product manager’s roadmap. B2BZone b2c Best Practices BlogThere’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? Why is this the case? Personas fail: 1. It’s 10am.
Top 10 Marketing Automation Mistakes
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. well-planned, well-designed lead scoring schema ensures that sales reps are spending time with the leads that most merit the investment. Not setting up SPF and DKIM. Not testing enough.
3 Recommendations in Lead Management from Carlos Hildago
SEPTEMBER 7, 2011
B2B Lead Generation | 3 Recommendations in Lead Management. The three things Carlos recommends to someone getting started with lead management include: Conduct an audit. Go though your lead management steps and determine where you are with you data, lead planning, metrics, etc. Do some kind of lead nurturing. Carlos Hildago.