The Point

APRIL 1, 2014

The client had only one BDR (Business Development Representative) but was generating a reasonable volume of leads with our help, so the decision was made to automate lead nurturing as a way of ensuring that every lead was responded to effectively and consistently, regardless of the BDR’s bandwidth on a given day. Wait 2 weeks. Wait 8 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

MAY 14, 2013

In follow-up to the recent 2013 Marketo Summit , the marketing team at ReachForce , a leading provider of B2B data services, sent a message to attendees (including this blogger) crowing about the success of their traffic builder campaign , an email that generated a 42.8% Marketo Summit – Free Beer, Gold for Everyone!”.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

FEBRUARY 18, 2020

The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place. And then have to justify the business value 12 months later when the license renewal comes due.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

SEPTEMBER 29, 2011

The subject of hot vs. cold leads was a prime topic at a Marketo roadshow event I attended earlier this month, when Paul Albright , the company’s Chief Revenue Officer, gave a compelling presentation on marketing metrics and some of the factors behind his company’s rapid success. Why is Marketo’s percentage so much higher than the average?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

APRIL 8, 2015

In some notable areas, the average marketing automation user appears to be achieving real business value. 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.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

MARCH 25, 2016

Let’s face it: most business inboxes get flooded every day with Webinar invitations. Most business professionals live and die by their online calendars. Marketo, Pardot) with your Webinar platform (e.g. Sell the event, not the product. A Webinar invitation should sell the value of the event, period. (Yes, Citrix, Webex.)

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

SEPTEMBER 6, 2011

First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com. After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

FEBRUARY 13, 2013

How easy is it to customize the system to our specific business model and/or sales process? Have a strategy in place and orient your use of the technology (and the programs you design) towards specific sales, marketing, and business goals. Disclaimer: Spear Marketing Group is an Preferred Services Partner of Marketo.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

APRIL 8, 2010

It used to be said that the average US business mailing address (snail mail) changes once every 9 months. Because we host our page on Marketo , the old information is pre-populated automatically for anyone who has previously opened one of our emails. That’s individuals moving, not companies.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

NOVEMBER 5, 2009

Barbara’s firm helps clients achieve business growth through strategic marketing management, sales leadership, and business process alignment. She has nearly 25 years experience in strategic marketing, management, and international business development, the past ten as a consultant. (HS) Thanks Barbara!

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JANUARY 13, 2015

A campaign can generate a phenomenal open rate, an astonishing click rate, and even hundreds of leads, and yet contribute virtually nothing to the business. That likely means one of two options: • a marketing automation system like Eloqua , Marketo or Pardot that in turn integrates with a CRM database like Salesforce.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

JUNE 29, 2015

Is this a technology problem relating to ease of use? Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

SEPTEMBER 24, 2012

Take a look at the email below from RingCentral , a provider of VoIP (cloud-based) phone systems for small businesses. All I read is a series of boilerplate bullet points about what RingCentral can do for my business. Here are 3 tips to consider: 1. Sell the demo, not the product. Click on the image for an expanded view.)

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

APRIL 16, 2014

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. Marketo announced an open ecosystem platform strategy. • What the business metrics that we hope to impact?

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100

The Point

DECEMBER 16, 2015

As an independent research company, TrustRadius bases their content on in-depth user reviews and takes pains to maintain both credibility and transparency in the way they rate, score, and evaluate business technology.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

FEBRUARY 8, 2012

What it does mean, I would argue, is that no matter the inevitable pressure to start generating campaigns (to quickly prove the system’s worth, presumably), marketing automation is most effective when it’s preceded by a strategy and plan that reflects clear, defined business goals and metrics for success.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

MAY 14, 2012

Metrics – putting in place reporting and analytics that show demonstrate business value, not just response rates. . • Campaigns – moving beyond tactical, “batch and blast” campaigns to more tailored, triggered, multi-touch campaigns that build relationships with prospects and customers.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

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.

Lead Nurturing 100

Lead Nurturing Tips Marketing Automation Services Advertising Agencies 100