Craig Rosenberg’s chapter in the The Quintessential Marketing Automation Guidebook, Marketing Automation: People, Process & Content: The Keys to Success with Marketing Automation Technology , provides some in-depth observations and advice about what needs to be considered for each of the three components. Blogs/Experts – Marketing has one advantage to everyone else, there’s tons of content.  You will probably find the content on some of the top b2b marketing/demand generation expert blogs, if you don’t, email the author.  Hire/assign system owner. Compare vendors. MORE >>

This section of The Quintessential Marketing Automation Guidebook , People, Process & Content: The Keys to Success with Marketing Automation Technology , is a comprehensive look at the elements you need to find success when implementing a solution to support marketing operations. Next, Craig addresses the importance of content as the fuel that drives marketing automation success. The components include: Repurposing the content of others can help you fill the gaps when you’re getting started. Develop buyer personas and tailor content just for them. MORE >>

EM: How should developing content for customers differ from developing content for buyers? Nurturing content for customers must start by addressing where they are now and how they can gain more value than they expected from your solution when they purchased it. Aside from information that deals directly with your products, this nurturing content must also be forward looking thought leadership content that continues to present them with ideas that help to use your offerings to position them for future demands. How do you write content to tell a story? MORE >>

To expand on some of the important concepts Carlos discussed in the Cookbook, I asked 5 questions about nurturing leftover leads and how to ensure that your content and approach matches your target audience. By documenting the buyers journey you will then be able to map the proper content to each stage and it is the content that will fuel your nurture campaigns. EM: What are some examples of content offerings that might resonate with leftover leads? The best content for this is thought leadership in focus. This Content Blueprint Development. Metrics. MORE >>

Marketing automation enables you to automatically provide relevant content to your prospects on a consistent basis for improved demand generation results. In b2b marketing, effective demand generation requires more than just getting your prospects to respond to one or two emails and then passing them off to your sales team – it’s about constantly being in front of your prospects with the right message at the right time. Statistics show that the average number of touch points it takes to propel a prospect into action is between 3 and 7. I answered this question in the past on Focus.com. MORE >>