Lead nurturing requires lead scoring. Some people believe that marketers cannot nurture leads without scoring them. The sales organization doesn’t have a role in lead nurturing. Nurturing ends when a lead moves to the CRM system. Although we agree that “hot” leads need prompt action to close a sale, more often than not the nurturing continues in the sales organization. Startups or small business don’t need lead nurturing. Lead nurturing requires no human intervention because it’s automated. Nurturing leads doesn’t cost anything. MORE >>

by Stephanie Yung Every lead a Marketo Sales Development Representative calls into goes through an initial prospecting process, called “the sniff test”. This process happens before an initial call and helps our Sales Development Representatives prepare for a relevant conversation with a lead. Here at Marketo, we believe taking a few extra few minutes to “sniff out a sales lead ” helps facilitate a more relevant conversation. Recently, when I was working my new sales qualified leads, all senses of logic ran out the door. Check your CRM. Why are you calling? MORE >>

In one of my meetings these past few weeks I was thinking of an analogy where I could break down the lead management process into much simpler terms so everyone could understand their roles - this is where football comes in. I'm going to introduce the players and coaches below and then summarize how the different parts fit together to create a Super Bowl caliber lead management process. The lead management process should start with the marketing team just as a football play begins with the quarterback getting the snap. That's because leads should never be punted anywhere. MORE >>

Tweet Customer relationship management (CRM) is defined a number of different ways. At the same time, the real engine driving CRM and keeping prospects moving through the sales funnel is technology. The first technology that comes to mind is CRM software, such as Salesforce.com or Microsoft Dynamics. However, CRM technology potentially includes multiple pieces including email software and marketing automation (MA) solutions. Who owns [CRM technology] is a matter of the internal culture of a company,” Paul explained. How does your company handle CRM technology? MORE >>

by contributor | Tweet this Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp , a marketing platform used by companies to create interactive content to generate leads and drive revenue across the web, mobile, social and email. Email remains one of the most effective ways to cultivate, manage, and nurture leads, but on average, even best in class email marketing campaigns see only a 20% open rate and a 5% click through rate.  Email marketing calls to action Email Marketing interactive content lead qualification Lead Scoring measurement personalization MORE >>