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Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Easily the most common problem we see with marketing automation deployments is the absence of a plan or strategy for how the company plans to put that technology to use.

5 Techniques For Lead Management Success That You Probably Aren’t Using

Modern B2B Marketing

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. Work directly with sales to determine when a lead is “sales ready”.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

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.

Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Re-posted with permission.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a very detailed and useful comparison of the leading brands. Marketo announced an open ecosystem platform strategy. • Act-On raised $42 million and appears heading for an IPO. How should companies address that problem?

Marketo’s “Secret Sauce” Marketing Approach

Fearless Competitor

B2B Lead Generation | Learning from the Best. Marketo , sponsor of our white paper, How to Find New Customers , is one of the fastest growing companies on Earth. Marketo recently toured the country hosting Revenue Rock Star events. The President of Find New Customers attended the Marketo event in NYC. Jon Miller. How did they do it? Move toward their model.

4 Ways to Optimize the Middle of the Funnel

Modern B2B Marketing

At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. But in between, we need to nurture and qualify our leads by encouraging them to engage with our content until they’re sales-ready. Leads become stagnant or “cold” here. Lead Management b2b

How to Use Surveys for B2B Lead Generation

Modern B2B Marketing

While lead forms are a great way to capture contact information about your prospects, they may not collect other critical information because too many fields can overwhelm potential customers. For example, let’s say you do demand gen for a tech company. Innovative B2B marketers are using surveys as the perfect complement to lead forms. Lead Management b2bQuarter?

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Getting Started with Video for Lead Generation

Modern B2B Marketing

Author: Margot Mazur Lead generation is a huge part of a well rounded B2B marketing strategy. Prospects won’t give you their email addresses unless they trust that your company will give them valuable information—not spam. Videos can help you build trust with your audience by introducing them to the people behind your brand and giving them a glimpse of the value behind the gate. 

An Interview with Jon Miller, Co-Founder of Marketo

ANNUITAS

We recently had the opportunity to connect with Jon Miller, Vice President of Marketing and Co-Founder of Marketo.  Jon leads strategy and execution for all aspects of Marketo’s hyper-efficient demand center (powered by Marketo’s solution, of course). In Marketo’s popular blog, Modern B2B Marketing , he explores everything from lead nurturing and social media to marketing ROI and revenue performance management (RPM). Jon was also named a Top 10 CMO for companies under $250 million revenue by The CMO Institute.

6 Quick Tips to Improve Lead Database Quality

Modern B2B Marketing

Author: Ed King Let’s face it—your lead database is dirty and full of holes. Marketers often hesitate to automate de-duplication (the process of removing duplicate leads ) and prefer to eyeball duplicates and merge records manually due to fear of eliminating the wrong records. Emails often fail to send because of typos, like john.doe@company,con. Normalize company names.

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Lead generation is at the top of almost every B2B marketer’s responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams. marketing automation solution is one tool B2B marketers use for succeeding at these lead management challenges. Awesome! Social media.

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How to Evolve Your Prospect Management in a Predictive World

Modern B2B Marketing

Author: Sean Zinsmeister It used to be that prospect management meant dolling out “ Glengarry Leads ” to add to your Rolodex, keeping a spreadsheet of top prospects, or most recently populating an empty CRM database with leads that seem to “look good.” Customer data is exploding, and it’s now spread across several different systems inside and outside a company.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

This year, colleague Cheryl Burgess and I changed things up a bit, opening the award to nominations but focusing specifically on outstanding men and women who work for technology companies and are active on social media. Stacey is flat-out awesome: Social Media Manager for Vocus/PRWeb as well as serving her country as a U.S. Liz also writes the Lead With Intuition blog. kishau.

How to Make Sure Your Lead Management Strategy is Kick Arse!

Modern B2B Marketing

by Maria Pergolino Every game requires strategy…and managing leads is no different. It is not enough for a company to want to increase leads. In other words, businesses need a lead management strategy that kicks arse! At its most basic level, lead management is a game with winners and losers. B2B Marketing Lead Management lead generation

Why do some companies prosper – despite a terrible economy?

Fearless Competitor

how bad times are and how few companies are hiring. But the terrible economy is not hitting everyone equally. A few companies are growing fast and hiring quickly. In fact, those companies are hiring as fast as they can. Who are those companies and why are they doing so well, despite bad economic news? Here are a few of the really fast growers (and job creators): Marketo.

3 Ways to Use Lead Scoring Within Your Marketing Automation Programs

Customer Experience Matrix

I wrote last week about the difficulty of linking marketing leads to sales results. One reason the topic was on my mind is I’m also thinking a lot these days about lead scoring. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.* But the ultimate goal is to identify the leads most likely to generate revenue. Building an accurate scoring model therefore requires an accurate view of how leads and revenue are connected.

The 14 Best Marketing Automation Tools

Webbiquity

Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Recent research shows that 63% of B2B companies that are growing faster than their competitors use marketing automation. Best suited (like Marketo) for large enterprises. Marketing can’t be automated.)

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Bad Data In, Bad Data Out: 5 Steps to a Squeaky Clean Database

Modern B2B Marketing

Author: Frank Passantino Bad data infiltrates every database, in the form of duplicate contacts, irregularly formatted leads, and junk records. Once you start to get some traction in building out your database, duplicates are inevitable. So proactively scrub your data on a regular basis and eliminate duplicate leads as they come in. Are they still working for the same company?

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management.

My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. Some of these best practices include common definitions for a qualified lead between marketing and sales; lead scoring to identify suspected quality leads; a strong lead management process to manage the handoffs; and the use of marketing automation to power the whole thing.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

This year, colleague Cheryl Burgess and I changed things up a bit, opening the award to nominations but focusing specifically on outstanding men and women who work for technology companies and are active on social media. Stacey is flat-out awesome: Social Media Manager for Vocus/PRWeb as well as serving her country as a U.S. Liz also writes the Lead With Intuition blog. kishau.

Afternoon Keynotes Energize at Marketo Summit (Live Blog)

Modern B2B Marketing

by Dayna Rothman What a packed day here at the Marketo User Summit! To start the afternoon keynotes we have Lori Wizdo from Forrester presenting on “The Lead to Revenue Management Zeitgeist”. So what does that have to do with Lead to Revenue Management (L2RM) and what is it anyways? Advice: keep rewarding, start to introduce new metrics, lead the cultural shift.

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Research: Why Behavior Matters in Lead Scoring

Modern B2B Marketing

There are different kinds of things you can track with scoring: Fit: Fit score is based on the demographic and firmographic attributes that tell you how well the prospect compares against your ideal buyer profile – things like job title or role, industry, and company size.  In other words, how attractive is this potential lead to me ? The ROI of Behavioral Lead Scoring.

First Look at New Marketo Release

Customer Experience Matrix

I’m going to diverge just slightly from my current obsession with usability to talk about a conversation I had today with Marketo President and CEO Phil Fernandez, who previewed the 3.0 The company also reworked the user interface--of more than 200 total changes in this upgrade, about 75 were tied to usability--although it still takes the same basic approach of building campaigns as lists of steps, rather than branching flow charts. What's ultimately more important than the uniqueness of Marketo's philosophy is how they have built it into their software.

How Effective is Your Lead Generation? Key Insights from Lenskold Group’s 2012 Lead Generation Marketing Effectiveness Study

Modern B2B Marketing

by Dayna Rothman The Lenskold Group and The Pedowitz Group recently released their 2012 Lead Generation Marketing Effectiveness Study. The study draws on 373 B2B marketers to discuss the practice of lead generation , marketing automation, ROI, and how they are all interrelated. 36% somewhat–we do cost per lead and cost per sale. How Effective is Your Lead Generation?

6 Things to Consider When Building Your Lead Scoring Matrix

Modern B2B Marketing

by Andrew Spoeth Long gone are the days where you acquire a lead and send it automatically to sales. Today, in B2B marketing, constructing a strong lead management system is vital to top line revenue growth, and lead scoring plays a significant role in this. Many B2B sales and marketing teams already have basic lead scoring in place. Individual lead score. 

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Summary: Marketo continues to follow its own path. Revenue Cycle Management blazes an important new trail for others to follow. finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments. Executive Edition shows what Marketo believes is needed to service large marketing organizations. It seems that Marketo disagrees. available to different user groups.

B2B Lead Management Market Heats Up

delicious b2bmarketing

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. That's a much better bet than a company that tries to do it all, which will result in unusable, ineffective bloatware.

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3 Marketing Operations Mistakes That Will Break Your Sales and Marketing Alignment

Modern B2B Marketing

Author: Tanya Chu What do the marketing leads look like? Where are all our leads going? Lead management is a critical piece to effective sales and marketing alignment , and without proper planning and execution, leads cannot move smoothly through the funnel. This is often the result of faulty lead scoring. Unorganized Lead Routing.

Think Creatively About Your Search Ads With These Top Questions

Modern B2B Marketing

Marlin manages a team responsible for B2B Technology clients nationally. Our advertising sales teams at Google meet with B2B advertisers on a daily basis to discuss how we can help our clients grow and best leverage the power of digital marketing.  We cover topics such as Lead Quality, Client Content and Market Segmentation. Lead Quality. How do you value a lead?

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Are You Optimizing the Top and Bottom of the Sales Funnel?

Modern B2B Marketing

by Maria Pergolino In today’s B2B marketplace, revenue cycle management is all about the sales funnel. But if yours is less than streamlined, you may be leaking more leads than you convert. An effective funnel operating with sales and marketing alignment can create the magical mix of leads and effectively convert them to sales. Marketing controls the top. Sales owns the bottom.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

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. Demand Stream™ includes a Web widget that shows sales and marketing the names of companies visiting the Web site in near real-time.

Sneak Peak of The Marketing Nation Summit

LeanData

It’s like a jolt of electricity each time an “Interesting Moment” email alert from Marketo reaches the LeanData sales and marketing teams. So, yes, Marketo is a fundamental part of our business process. And not only are we a Marketo customer, but the marketing automation powerhouse also is one of our clients. But the connection runs even deeper. Summit. Everest.

4 Components of Successful Demand Generation Marketing

Modern B2B Marketing

Today B2B marketers have to take a leadership role in lead generation – it’s not good enough to provide names on a list, you’ve got to create a conversation and hopefully, a relationship for success. In other words, you’ve got to generate and manage demand. But in between, each lead gets specific targeted attention. Demand marketers help qualify lead readiness. Customer.

Sales Lead Management: Thought Leadership with Aaron Ross

Modern B2B Marketing

I've long been a fan of his blog Build a Sales Machine and I learn something new every time we interact. 1. Getting into lead generation was an accident. Back in 1999-2001, I was CEO of an internet company. I had more ego than understanding about lead generation and professional selling. After that experience, I decided I needed to learn how to build and manage a killer sales organization. So, I started literally at the bottom, responding to inbound website and 800# leads. That started my journey into lead generation, marketing & sales.

Marketing Automation: Four Ways to Cure the Ailments of MOFU

Modern B2B Marketing

MOFU is the M iddle O f the FU nnel stage in a marketer’s lead funnel or revenue cycle. Far too often, a blockage develops in the MOFU stage where sales leads stagnate, wither, and die.  Companies suffer painful losses of thousands if not millions of dollars in revenue opportunities.  The good news is that it is not too late to cure the ailments of MOFU within your company.

New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

My data are a little less comprehensive than previously because several of the big vendors are now part of public companies and don’t share detailed information. What I hadn’t realized before is that at least a half dozen vendors had added or improved features to help marketers build content that attracts search engine hits on selected keywords or concepts. billion. We''ll see.

Marketing in a Downturn Part 3: Aligning Sales and Marketing

Modern B2B Marketing

Read Part 1: Lead Generation and Nurture and Part 2: Content, Content, Content.). Historically, the relationship between marketing and sales has been (to put it politely) problematic, with lots of finger-pointing, and lots of valuable sales leads falling through the gaps between the two functions. Score Your Leads Collaboratively. Use Metrics to Show What’s Worked.

Advanced Lead Scoring – Beyond Behavior and Demographics

Modern B2B Marketing

by Maria Pergolino When speaking to our customers, I often find that lead scoring has helped their organization considerably. In these situations, there are often ways you can tweak lead scoring to make it work better for your organization. This may start with going beyond basic lead scoring to more advanced techniques like account scoring and score degradation.