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Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Avinash has great advice for that in his Signs You Are a Great Analyst blog post. Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? But that’s for web analysts.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

For each persona you need to have relevant content: whitepapers, blog posts, case studies, webinars, and so on. Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. Okay, I made up the part about brewing coffee. Unclear Prospect Profile(s).

Eloqua Experience 2010

LeadSloth

Eloqua has more information about this in a blog post. In Monday’s blog post I emphasized that process and best practices are they key to unlocking the full potential of Marketing Automation. This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. They are raving about Eloqua 10. Overall.

25 Great B2B Content Marketing Articles

LeadSloth

Most are blog posts, but I’ve also included some eBooks. While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Here are the 25 articles that I liked best. My focus is on B2B, rather than B2C. Often, some of the basics are the same, but not always. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. So here are the articles: Overview Articles. Joe Pulizzi, What is Content Marketing? Personas. Content Planning.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Process Turns Marketing Automation Into Revenue

LeadSloth

Today I read a blog post about 7 trends that speed up the adoption of marketing automation. However, many organizations have more good content than they realize: check old blog posts, recorded webinars and other valuable content. It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized&# B2B sales processes. Process First.

Social Media & Marketing Automation

LeadSloth

They provide sales updates via Salesforce Chatter, an idea I outlined in a blog post earlier this year. This week there was a discussion about Social Media and Marketing Automation in the LinkedIn Group of the Marketing Automation Association. Then I remembered that Pardot also recently announced new social features, called Pardot Social Insight. How useful is this? Social Media ROI.

Hubspot Review

LeadSloth

Their website management system (CMS) is fairly basic, but it includes everything you need: the pages are search engine optimized from the start, it includes a blog and registration forms, and there are social media integrations. Marketing departments at mid-size companies. Both groups will use HubSpot to generate more inbound leads, but they have vastly different requirements. Conclusion.

Upcoming Lead Management Events

LeadSloth

This week there are a couple of interesting Lead Management events, so I thought I’d share them with you in a short blog post: Hubspot Show & Tell , new features including lead management, June 8th (tomorrow). Genius Demand Gen Academy , series of 12 webinars, starting June 9th. MarketingSherpa Lead Management webinar , June 10th (sponsored by Eloqua). Hubspot Show & Tell.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Lead Nurturing Checklist for Marketing Automation

LeadSloth

The best offers are whitepapers, webinars, ebooks, blog posts, analyst reports, or any other educational resources. After you do some digging, you’ll be surprised how much content your organization has access to: sometimes you can even point to 3rd party blog posts. If you want to make a start with Lead Nurturing, what are the right questions to ask? Segmentation. Content.

Sales 2.0: Marketing Automation & Salesforce Chatter

LeadSloth

In most of my blog posts I try to give practical advice that you can use right away. Today I’m at the Sales 2.0 Conference in San Francisco. write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Chatter and Marketing Automation. Salesforce.com Chatter Screenshot. Be Creative With Alerts.

5 Ways to Use Social Media in Marketing Automation

LeadSloth

No worries, with Social Media you can offer prospects multiple ways to stay in touch: if they’re not yet ready for your email newsletter, maybe they want to “fan&# your company on Facebook, or simply subscribe to your blog’s RSS feed. This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. Social Media. Lead Generation.

Genius Marketing Automation Blog Posts

LeadSloth

On the Genius blog I have some nice introductory articles, so I wanted to provide some links to those post here on the LeadSloth blog. Feel free to provide some feedback in the comments on this blog, or on the Genius.com blog. I’m interested to learn which topics you’d like to hear more about. Some of you may know that I’ve been a guest blogger at Genius.com since last summer. The main topic has been Marketing Automation , with several other online marketing topics blended in. Marketing Automation. Lead Management Features. Now What? Lead Scoring.

Is Content Marketing the New PR?

LeadSloth

Today my  article on Content Marketing was published on the Genius.com blog, and I wondered whether I could visualize how Content Marketing is different from traditional public relations and advertising. You choose the mix of channels that they prefer (ebooks, webinars, video, blogs, podcasts, and so on) and create compelling content. The OLD Situation. The NEW Situation.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Demand Generation Blogs Continued

LeadSloth

In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. Of course, there were many great blogs that I forgot to include, so here are the remaining ones! This is more of a meta-blog, aggregating a large number of B2B blogs, including this blog. I’ve discovered several new and interesting blogs on the B2B Marketing Zone, so highly recommended.

What is the ROI of Lead Management?

LeadSloth

See also my post on the MarketingGenius blog for an introduction to Lead Management , and The 4 steps of Lead Management. If you have few opportunities from older leads, your nurturing should be improved. I’ve just published a introductory post on Marketing Automation ROI on the MarketingGenius blog. Similar books, but each with their unique approach and lots of smart advice.

Are You Old Enough for Inbound Marketing?

LeadSloth

For me personally: this blog is mainly read by innovators, so I should be safe to use Inbound Marketing as a well-known term. The tech industry is known for inventing new names for existing things, mainly to promote their own company. So I created a non-scientific poll on LinkedIn asking: “Do you use Inbound Marketing for B2B Lead Generation?&#. Overall Results. What is your take?

Top-10 Marketing Automation Blogs

LeadSloth

A couple of people recently asked me which blogs I’m frequently reading. Please send me your favorite blogs, because there must be lots of great Marketing Automation blogs that I haven’t found yet! BTW 1: Some of these blogs are more about lead generation, demand generation or inbound marketing, so maybe the title of this blog post is not ideal. But regardless of the terminology, these are the blogs that I enjoy most :- ). In alphabetical order, these are the blogs that I read most frequently, and that I can heartily recommend.

Inbound Marketing Automation

LeadSloth

brought up this question in my previous blog post , and Maria Pergolino had some very good comments on which tools to use and how to integrate them for ROI reporting. Dharmesh Shah of Hubspot defines inbound marketing to include search, social media and blogs. wrote more about this and about Lead Management on the Genius.com blog. Or is it better to keep those tools separate?

LeadSloth Marketing Automation Blog – Survey Results

LeadSloth

LeadSloth Marketing Automation Blog – Survey Results. About two weeks ago I posted a survey that asked the LeadSloth readers what they wanted to read about. As it goes with surveys, it took some effort to get people to fill it out. But this week it reached critical mass, so I was able to draw some interesting conclusions. The Most Requested Topics. The top 6 topics mentioned in the survey were: Metrics & ROI. Marketing Automation Best Practices. Lead Nurturing / Drip campaigns. Landing Pages & Forms. Social Media. Multi-channel Campaigns (not for everyone). Opinion pieces.

Review of FormAssembly Form Builder

LeadSloth

On this blog I primarily write about integrated Lead Management systems , rather than small tools. However, in a previous post I wrote about a project in which I’m replacing a full-blown Marketing Automation system with tools that add on to Salesforce.com. You can simply add form fields to the form, position or group them, and get a live preview. Advanced Features. Submission of the Form.

Top-10 Demand Generation Vendor Blogs

LeadSloth

In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly. In alphabetical order: ActiveConversion B2B Marketing Blog. For Eloqua I’m following two blogs. really like their CTO Steve Woods’ blog: Digital Body Language. Genius.com B2B Marketing for Faster Sales Blog.

Why I’ve Joined Marketo

LeadSloth

Most readers of this blog will know that I’m passionate about Marketing Automation and Lead Management. On this blog I write about this, trying to generate discussion, share ideas, and – in the process – learn a lot myself. As LeadSloth I did a lot of blogging, but my consulting practice paid the bills. will still be blogging at LeadSloth.com and I will continue to help organize Marketing Automation Mondays. Therefore, I won’t blog about vendors and products. However, I found that being an independent consultant has its challenges.

Interview about Marketing Automation on the Genius blog

LeadSloth

Parker Trewin at Genius just posted an interview with me on the Genius blog. It gives some background on the name ‘LeadSloth’ and my plans for the future. We also discuss some trends in the Marketing Automation space.

MarketingSherpa B2B Marketing Summit

LeadSloth

Just like last year, I will be a blogging partner for MarketingSherpa's B2B Marketing Summit. San Francisco: October 4-5 / Boston: October 25-26. Again, they have created a great program for B2B Marketers, covering both lead generation and lead nurturing strategies. What is nice about this summit is that most speakers are marketing practitioners, not vendors. Also, MarketingSherpa team members like Brian Carroll and Sergio Balegno are known for their excellent presentations. DIY Lead Scoring – Melissa Centrella from Virgin HealthMiles. That makes $995.

What Lead Nurturing Content to Send When?

LeadSloth

The webinar will only cover this briefly, so therefore I’m giving some more details this blog post. It can come in various formats: (blog) articles, whitepapers, webinars, videos, podcasts, and so on. On Thursday I’m presenting a webinar with Treehouse Interactive , called “Lead Nurturing 101″ One of the registrants sent me the following question: How much of this webinar will be about content, i.e. exactly what to say in each subsequent email in a series designed to move someone from prospect stage to buying stage? What Is Lead Nurturing Content?

Social Media for B2B Lead Generation

LeadSloth

decided to limit myself to Blogging, LinkedIn and Twitter. could only use 1,000 words, and in my opinion Blogging, LinkedIn and Twitter are the powerhouses of social media for B2B lead generation. Just some excerpts from the post: “Always include a clear call to action at the bottom of older blog posts (…) this call to action does magic for lead generation&#. Tags: Social Media Monitoring b2b lead generation blogging digital papercuts jame-ane ervin jeffrey l cohen LeadSloth linkedin social media twitter Webinars She got a 400% increase in leads!

B2B 2

What Should LeadSloth Write About?

LeadSloth

I’ve been writing this blog for a while now, but I’ve never explicitly asked for your input. The topics have been diverse, and I’d like to focus a little more on what you would like to read about. So So please tell me about your preferences! Can you please fill out this questionnaire? If you have any questions, please let me know (jep on leadsloth dot com). Loading… Tags: Uncategorized LeadSloth survey

Measure Your ROI on Social Media Leads

LeadSloth

Disclosure: I am a guest blogger on the MarketingGenius blog. On Tuesday Genius.com announced the Genius URL Shortener (GURL), which makes it easier to measure the results of social media campaigns. At first I thought: “what’s new about that?&# , and Marketo wrote a post on an alternative way to create tracking links. But when I read Ardath Albee’s post about the Genius URL Shortener I really got it: GURLs are cool! Lead Source Measurement Needs Improvement. Tracking where a visitor comes from is not a new technique. You can’t see data on individual users.

Marketing Automation Introduction

LeadSloth

Many posts on this blog are fairly in-depth, so it was fun to write an introduction to Marketing Automation on the Genius.com blog. Anyhow, I hope you find the articles on the Genius.com blog interesting, even though you may already be a Marketing Automation expert :- ). For easy digestion, I split up the marketing automation process in four steps: Getting more visitors to your website. Get more visitors to register. Lead nurturing and scoring. Marketing & Sales Collaboration. Those will be published this week and next week.

SEO Optimization - 3 Steps to Success

LeadSloth

Consider creating “link bait&# : popular topic formats are “top 10 rules for…&# or a list of blogs or Twitter accounts that cover your space. If you have a blog, put it on the company domain ( [link] ) and ask other bloggers to add your blog to their blogroll (and do the same for them). In the last years I’ve done a lot of Search Engine Optimization (SEO) projects. What keeps surprising me is that most people think it’s some kind of black art. Basic SEO is actually quite straightforward: hence my 3 steps to SEO Success. How Search Engines Work.

Inbound Marketing & Marketing Automation

LeadSloth

blogging, creation of high-quality content, and website conversion optimization. The Marketing Automation industry is evolving continuously. Many digital marketers are using marketing automation tools to automate lead nurturing. But if you want to expand your business, you also need to continuously add new leads to your database. Traditional lead sources are tradeshows or lead programs with magazines. Those are definitely useful, but the number of leads is low and the cost per lead is high. It may be attractive to shift more budget to generating leads via your company’s website.

Freelance Marketing Automation Consultant

LeadSloth

Around that time I will also pick up blogging and Twittering again. This week I’m finishing up my day job as Sr Marketing Manager at Backbase, and will be available full-time for Marketing Automation Consulting. If you have Marketing Automation challenges, I’d love to hear from you ( or toll-free 1-888-4A-SLOTH). have hands-on experience with Marketo, Market2Lead, Pardot, Hubspot, Salesforce.com, DemandTools, various Email Service Providers, multiple CMSs (Wordpress, Drupal), and a range of other tools. June 8th I will officially start as a full-time consultant. See you then!

12 Lessons I’ve Learned from Writing 1,000 Blog Posts

Webbiquity

In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick perfectly. I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things. But blogging success is impossible without regular posting. Hence, 1,000. Quality matters.

5 Ways Blog Analytics Improve Your Business Blog

Writing on the Web

How do you use your blog analytics ? There There are many easy-to-use blogging analytics tools out there, but the really successful bloggers know their results and tailor their blogs accordingly. This is the fifth element in the CAST system for effective blog content : C ontent (compelling). And if you haven’t subscribed to my blog, now would be a perfect time!

Top Marketing Blogs You Should Be Reading

Radius

For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). But if you’re like me, then chances are you’re pretty selective with your blog subscriptions and visits. That’s exactly why we share a list of the top marketing blogs each year. The Best Marketing Blogs of 2015. ABM Blogs.

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

The social media landscape is littered with business blogs that, on the surface, do everything right. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes.

10 Ways to Generate More Leads from Your Business Blog

The Point

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Here are 10 proven ways to generate more leads from your blog. No problem.