Lead Nurturing for Software Trials
FEBRUARY 20, 2012
Feel free to try sending company overviews or analyst whitepapers, but in most cases you’ll see sub-par clickthrough rates. Let’s finish this post with a brief example: a SaaS software company has a 7-day product trial and sends 1 email every day with a usage tip. They signed up. What now? Tip 1: Start Sending Email Now. Are you sending follow-up emails to your trial registrants yet?
Why Are Marketing Automation Managers So Hard to Find?
OCTOBER 16, 2009
Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. 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. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? New technology requires people with a new set of skills, nothing new about that. But that’s for web analysts.
Great B2B Email Copywriters: Where Are You?
AUGUST 31, 2010
What is your take: are B2B email copywriters a seriously scarce resource, or is it a coincidence that I know several companies that have trouble finding someone like that? know several companies who are looking for someone with your skills. Lead Nurturing depends on great content. Not just eBooks, blog posts and webinars, but especially email content.
Will Marketing Automation Be Free?
AUGUST 10, 2010
What does this mean for companies interested in adopting Marketing Automation? They are great for small companies and small initial projects, but they’re too limited for normal projects. Companies will have to upgrade to the paid version as their initiatives grow. If your company is looking to adopt Marketing Automation, count on paying for your Marketing Automation system. Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system.
Evangelizing a Content Marketing Program
person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.
Marketing Automation Trends for 2010
JANUARY 12, 2010
Social Media Marketing FAIL: In 2010, we’ll see a lot of companies spend a lot of money trying to make a big splash into social networks and many will crash and burn. At the executive level, ROI reporting by business segment or marketing activity as well as overall marketing investment will enable the marketer to show revenue contribution and make meaningful contributions in discussion about the direction of the company and its products and services. think developing and implementing a holistic lead management process will be one of the greatest challenges companies face in 2010.
Guest Post: Best Practices in Marketing Automation
OCTOBER 26, 2010
This helps a company automatically meet the buy cycle phase that the lead is in. By: Lisa J. Cramer, President & Co-Founder, LeadLife Solutions. There are certainly a lot of capabilities within marketing automation. As such there are a variety of best practices to be followed in order to maximize the use of these systems. Improve Lead Interaction with Good Segmentation. Is the lead dead?
Sales 2.0: Marketing Automation & Salesforce Chatter
MARCH 8, 2010
Yes, you can get alerts when your company or competitors are mentioned in the Blogosphere. The company newsletter was just sent out? 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.
JULY 12, 2010
Marketing departments at mid-size companies. Mid-size companies have dedicated marketing people, an IT department, a CRM system, and generally more sophisticated requirements. If you’re a mid-size company, search Engine Optimization and Social Media are really the key features that you’ll use HubSpot for. HubSpot can serve both audiences, but in a different way.
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.
Drip Campaigns: Tips From Marketing Automation Monday
NOVEMBER 16, 2010
Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Some companies were actively capturing more information on prospects (e.g. Another company was pulling revenue information from their billing system into the CRM system. Several people had worked with the sales team to better understand the buying process, and one company even started a user experience group to better understand the customers. One company measured how long it took from initial lead creation until an opportunity was created: Organic search: 30 days.
Social CRM, Inbound Marketing and Marketing Automation
MAY 5, 2010
Some of the new social CRM features help sales people identify more opportunities, get more background information on existing leads and facilitate intra-company collaboration ( see earlier post ). Today I’m a panelist at the Silverpop Client Summit and we’re talking about Social CRM, Inbound Marketing and Marketing Automation, moderated by Adam Needles. Social CRM.
What Lead Nurturing Content to Send When?
AUGUST 24, 2010
Learn how to nurture your leads and bring more revenue to your company. 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? The webinar will only cover this briefly, so therefore I’m giving some more details this blog post. By the way, you can still register for the webinar. The Best Email Sequence.
Process Turns Marketing Automation Into Revenue
OCTOBER 18, 2010
The companies that are successful with Marketing Automation take a different approach. Today I read a blog post about 7 trends that speed up the adoption of marketing automation. It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized B2B sales processes. Unfortunately, there is more to it than just technology. Process First.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.
Social Media & Marketing Automation
AUGUST 26, 2010
HubSpot integrates these features into its software, because it wants to be the one-stop marketing software for small businesses (and mid-size companies, although they’re not there yet ). Therefore I would recommend that mid-size companies get a dedicated solution for social media monitoring. asked myself: Does Marketing Automation Get Social? How useful is this? Collaboration.
Upcoming Lead Management Events
JUNE 7, 2010
Hubspot is best known for their Inbound Marketing evangelism and a software product that helps small to medium-size companies generate leads through search engine optimization and social media. Genius Demand Gen Academy , series of 12 webinars, starting June 9th. MarketingSherpa Lead Management webinar , June 10th (sponsored by Eloqua). Hubspot Show & Tell. Genius Demand Gen Academy.
5 Ways to Use Social Media in Marketing Automation
FEBRUARY 17, 2010
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. Intra-company Collaboration. This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC.
B2B Marketing Events 2010
FEBRUARY 15, 2010
Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. Some featured events: Silverpop B2B Marketing University. I’m speaking at the B2B Marketing University. Sales & Marketing 2.0 Conference. Even though the name makes you think otherwise, the Sales 2.0 conference this fall!
Definitive Guide to Planning a New Content Initiative
to plan and produce effective content for their respective companies. internal company communication. story of a large technology company (a fortune 100 company) that had 18 different. When it comes to planning for content initiatives, many companies are still stuck in. In some companies, there’s not really a shortage on subject matter expertise or passion.
B2B Marketing Analytics
FEBRUARY 10, 2010
This should be fairly simple to capture, but not every company is doing this yet. On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. Why Analytics? But what exactly do they want to do with that information? Optimize ROI.
Are You Old Enough for Inbound Marketing?
JULY 22, 2009
The tech industry is known for inventing new names for existing things, mainly to promote their own company. Great for them, but bad for customers: there’s always so much confusion about these new terms (earlier I wrote about the confusion around Demand Generation and Sales 2.0 ). LinkedIn showed this poll to randomly selected marketing professionals who work in the Tech Industry.
Inbound Marketing Automation
JUNE 30, 2009
In my opinion any B2B company needs both Inbound Marketing and Marketing Automation: the first to get in touch with new prospects, the second to move those leads through the funnel from suspects to sales-ready leads. Especially if your company gets a lot of leads via organic search, it would be useful to have an ROI report for your keywords. What is Inbound Marketing?
ActiveConversion Review - SMB Lead Management
MARCH 16, 2009
ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ). Therefore I initially called them a ‘niche vendor’ However, the product has evolved into a fairly complete marketing automation suite for SMB companies. Report on the companies that visited the website in the past 7 days.
5 New B2B Sales and Marketing Strategies
We help B2B companies adapt, thrive and grow in their industry to become. 5 New B2B Sales and Marketing. Strategies. Overground. 2. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. Pretty. standard, right? Well, the model has shifted with the customer now in control and. disconnect.
Pardot User Conference Proves They’re a Top Marketing Automation Vendor
SEPTEMBER 30, 2010
Just like Pardot, these companies have hundreds of customers, so they are the top of the crop when looking at user adoption of marketing automation systems. The past two days I attended the Pardot User Conference , and also presented a session on Lead Nurturing. Over 100 Pardot customers from all over North America attended this event. And that’s impressive. Learnings From The Conference. The conference had a nice balance of sessions. The sessions were about lead management, lead nurturing, content marketing, social media and Pardot product sessions. Pardot’s Secret.
Measuring Marketing ROI: Campaign Attribution and Campaign Influence
MARCH 24, 2010
The Campaign Influence model would capture this data and provide the necessary insight to marketing and company leadership on the value of these campaigns. GUEST POST: this is a guest post by Saad Hameed ( @KaizenSaad ), an experienced marketing operations manager and founder of the Marketing Automation Association LinkedIn Group. The CEO/CFO of your organization may be asking you to measure Marketing Campaign ROI to determine marketing’s contribution to revenue. In B2B, a prospect doesn’t convert into a customer in a single interaction as is often the case with e-Commerce.
How Are CRM and Marketing Automation Different?
NOVEMBER 16, 2009
So your company will need both. Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. will write about Social Media some other time, and focus on CRM in this post. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation? So let’s dig in and find how Marketing Automation and CRM are different. Strong Features of CRM. For CRM, I focused on Salesforce.com.
8 Tips to Get Started with Marketing Automation
SEPTEMBER 24, 2009
Marketing Automation is still very new for many companies, and it’s not immediately obvious how you can get started step-by-step. Marketing automation only works if you clean up junk leads, merge all duplicates, normalize company names, and verify all contact information. “Where do I start?” is the question I get asked most by attendees of the MarketingSherpa B2B Marketing Summit in San Francisco. In this post I listed 8 ideas to address this question (and feel free to share yours in the comments!). Choose Your Products and/or Business Unit. Make Sure You Have Enough Leads.
Study: How Much of Your Content Marketing Is Effective?
companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.
B2B Pay Per Click Advertising
AUGUST 11, 2009
They all have their pros and cons, and most companies use a combination of strategies. If you can figure out which keywords are aligned with the user intent you are targeting, then you can have ads appear that are relevant to the user, and relevant to what your company provides. For example, there are many more software and web developers in the world than there are CIO’s of F1000 companies. Interview with Terry Whalen from CPC Search. To generate demand for your products, it’s not enough to nurture the existing leads in your database. What is your take?
Measure Your ROI on Social Media Leads
AUGUST 4, 2009
The URLs are easy to create, and anyone in the company can create them. 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. Let me know your suggestions.
Free Trials Aren’t What They Used to Be
JULY 29, 2009
Reduced attractiveness of free trial offers is a big issue for SaaS companies. An important aspect of Demand Generation are the offers: what will your prospects register for? popular offer for software vendors is the free trial. read an interesting article on the decreasing effectiveness of free trials as a lead generation tool in the DemandGen Report. Very true. Over 100,000 Downloads! In my previous job I managed to get over 100,000 trial downloads. And as a marketing manager I did not have control over the product experience. Very frustrating. Developers or End-Users? ROI Tools.
SEO Optimization - 3 Steps to Success
JULY 14, 2009
For example, for a company selling Portal software the term “web portal software is more relevant than “news portal (= people looking for a news website). Example: search for ‘Good Data’ and Google shows a summary written by Good Data’s marketing team: “Good Data brings easy, flexible, affordable analytics within reach of every company. (3) Get links. 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). How Search Engines Work.
Content Methodology: A Best Practices Report
company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.
Demand Generation Blogs Continued
JULY 10, 2009
Jeff specializes in helping companies find new customers, he wrote a great e-book about that, and blogs about Demand Generation, primarily from a Sales perspective. 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! B2B Marketing Zone. DemandGen Report. Brenda Gelston’ Marketing Momentum blog.