Lead Nurturing for Software Trials
FEBRUARY 20, 2012
Realize that your best customers will be the last to unsubscribe, so don’t worry about unsubscribes too much. good nurture email helps convert prospects into paying customers. Ultimately, it’s working when trial participants become paying customers. Every single email (except 1) had clicks from people who later became customers. They signed up. What now? Conclusion.
25 Great B2B Content Marketing Articles
AUGUST 11, 2010
Ardath Albee, Content Marketing is for Customers Too! While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Here are the 25 articles that I liked best. Most are blog posts, but I’ve also included some eBooks. My focus is on B2B, rather than B2C. Often, some of the basics are the same, but not always. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. So here are the articles: Overview Articles. Personas.
Will Marketing Automation Be Free?
AUGUST 10, 2010
Land grab is common, where vendors lower prices to get customers on board. ‘Free’ customers may lack the expertise to be successful. 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. What does this mean for companies interested in adopting Marketing Automation? How Much Is Free? Let’s first look at the features of the free versions: Loopfuse. Genius.com. Users. unlimited. 5. Emails / month. 5,000. 2,500. Contacts. 2,500. 3,000.
7 Reasons Why Marketing Automation Projects Fail
AUGUST 24, 2009
An exception is when you have a lot of customers, and want to use the Marketing Automation system to cross-sell and up-sell. 4. Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. Okay, I made up the part about brewing coffee. Not Enough Leads.
Stop Killing Your Content: 3 Reasons Your Content Falls Flat
organizing content for customer facing meetings. For someone who needs to find a relevant asset to present to a prospect or customer, this. We love to hear how customers. networks can show customized, tailored ads to viewers based. your customers, be able to measure the. Stop Killing Your Content: 3 Reasons Your Content Falls Flat. and value. post-production.
Guest Post: Best Practices in Marketing Automation
OCTOBER 26, 2010
Below are some of the best practices we have found within our customer base that helped drive success with marketing automation. 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. Is the lead dead?
Drip Campaigns: Tips From Marketing Automation Monday
NOVEMBER 16, 2010
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. Some used customizations of Salesforce.com, others add-on products from their Marketing Automation vendors, one company was using a Business Intelligence tool, and yet others developed a custom solution. Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. The topics for these meetings was drip campaigns and lead nurturing. ROI Calculations.
Social CRM, Inbound Marketing and Marketing Automation
MAY 5, 2010
CRM is very broad, it’s not just about sales, but about pretty much anything that involves communicating with your customers. 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. It plays out in a slightly different way for each of them. Social CRM.
What is the ROI of Lead Management?
AUGUST 17, 2009
Heck, why not nurture customers too? Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Similar books, but each with their unique approach and lots of smart advice. Read them both! Why Lead Management. Lead Scoring.
Content Methodology: A Best Practices Report
for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.
What Lead Nurturing Content to Send When?
AUGUST 24, 2010
For example, if prospects download a whitepaper on the trends in your industry, they may also be interested in analyst reports or customer case studies. My first recommendation is to focus on the most promising customer segments first. 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?
Process Turns Marketing Automation Into Revenue
OCTOBER 18, 2010
An example: they determine what their most important customer segments are, what content they need in the different phases of the buying process, and how leads will be routed throughout the organization. Today I read a blog post about 7 trends that speed up the adoption of marketing automation. These are all important trends, and many people will wonder: how do I get started? Process First.
Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?
SEPTEMBER 8, 2010
Also, many Microsoft customers may be using their on-premises offering, making it harder to integrate with Marketing Automation, and harder to sell an on-demand Marketing Automation solution. Forrester recently released a vendor evaluation for midmarket CRM vendors. If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com. What does CRM integration mean?
5 Ways to Use Social Media in Marketing Automation
FEBRUARY 17, 2010
Marketing is starting to see sales as a customer who demands high-quality leads. Customer Support. Often, Customer Support is in a separate department, and it’s seen as a cost center. You can also use Social Networks to keep customers informed of new products and services, and giving them the opportunity to provide feedback. Social Media. Lead Generation.
Evangelizing a Content Marketing Program
percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.
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!
B2B Marketing Analytics
FEBRUARY 10, 2010
In reality, you may still have to do some customization to be totally closed-loop. 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
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 ). The tech industry is known for inventing new names for existing things, mainly to promote their own company. LinkedIn showed this poll to randomly selected marketing professionals who work in the Tech Industry.
ActiveConversion Review - SMB Lead Management
MARCH 16, 2009
However, customers can also use any of the 10 ESPs that they have integrated with. Basic web analytics is also included, so many customers don’t use additional web analytics. Only customers with specific conversion tracking (e.g. From Web Analytics to Demand Generation. So the people behind ActiveConversion gave me a demo to show they are more than a niche player.
Content Strategy for Marketing
Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. company’s people and your users [customers]. customers or users. Custom Content Council OF MARKETERS80% CONTENT INVESTMENTS BY B2B + B2C COMPANIES. customer experience? as customer concerns, and opportunities, such as tweeting a.
Pardot User Conference Proves They’re a Top Marketing Automation Vendor
SEPTEMBER 30, 2010
Over 100 Pardot customers from all over North America attended this event. You need hundreds of customers, otherwise you won’t get a reasonable number of people to attend the conference. Of the vendors on my list of Marketing Automation vendors, only a handful have enough customers to make this happen. 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.
Impressive Marketo User Summit
OCTOBER 15, 2010
The Marketo User Summit was BIG: 600 customers and partners were attending. At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. In this post I’m giving a short impression of the Marketo Summit. It was also very professionally done: from the full color program guide and the loot bag to the well-balanced program and fun Mardi Gras party. Marketo University. Summarizing.
Measuring Marketing ROI: Campaign Attribution and Campaign Influence
MARCH 24, 2010
In B2B, a prospect doesn’t convert into a customer in a single interaction as is often the case with e-Commerce. Usually, it takes several interactions in the prospect lifecycle that help conversion from prospect to customer. Now suppose for a new customer win, the first campaign was an awareness-based campaign utilizing SEM and the last campaign that touched this customer was a webinar. 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.
MarketingSherpa B2B Marketing Summit Boston
OCTOBER 4, 2009
My favorite sessions was presented by Maureen Thorman of National Instruments about customer segmentation based on web traffic: unfortunately this sessions will not be presented in Boston, that’s a bummer. My favorite session in San Francisco was presented by Maureen Thorman of National Instruments about customer segmentation based on web traffic: unfortunately this sessions will not be presented in Boston, that’s a bummer, because they used very advanced web analytics to improve the conversation with prospects and customers. Lead Management. Content creation.
Study: How Much of Your Content Marketing Is Effective?
And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.
8 Tips to Get Started with Marketing Automation
SEPTEMBER 24, 2009
Is it more qualified leads, a higher percentage of marketing-sourced opportunities, better ROI on marketing investment, customer loyalty, or something else? Leads go through various stages, from new leads to existing customers. “Where do I start?” is the question I get asked most by attendees of the MarketingSherpa B2B Marketing Summit in San Francisco. Marketing Automation is still very new for many companies, and it’s not immediately obvious how you can get started step-by-step. Choose Your Products and/or Business Unit. Make Sure You Have Enough Leads. Set Your Goals.
Free Trials Aren’t What They Used to Be
JULY 29, 2009
In the article Howard Sewell says that free trials “eliminate a huge subset of potential customers at the outset—people who (…) simply don’t want to expend the time or hassle downloading, installing and evaluating the actual product. The frustrating thing was: very few prospects managed to use it successfully, so the conversion rate to paying customers was almost too low to measure, maybe 0.02% or so. The customer pays money for the service, but can opt-out at any time in the 2-3 months of the trial. popular offer for software vendors is the free trial.
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.
Inbound Marketing & Marketing Automation
JUNE 23, 2009
This will differentiate them, and will allow them to increase the revenue per customer. The Marketing Automation industry is evolving continuously. Many digital marketers are using marketing automation tools to automate lead nurturing. But if you want to expand your business, you also need to continuously add new leads to your database. Traditional lead sources are tradeshows or lead programs with magazines. Those are definitely useful, but the number of leads is low and the cost per lead is high. And that’s where Inbound Marketing comes in. But it can quickly get expensive.
Content Marketing Playbook: Strategy and Roadmap
customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.
Top-10 Demand Generation Vendor Blogs
APRIL 29, 2009
Will Schnabel has published some really good pieces, such as “ 5 Tips to Improve Efficiencies Using Lead Management Solutions “ Lately they have been publishing some customer case studies and guest articles, so I hope they will again publish some in-depth articles. In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. In alphabetical order: ActiveConversion B2B Marketing Blog. This is my new discovery. Recently, they are writing more posts, and some good ones too! Marketbright blog.
Top-10 Marketing Automation Blogs
APRIL 24, 2009
Ardath is a talented independent marketing consultant who writes about using content to engage with prospective customers; she really gets Marketing & Sales collaboration. A couple of people recently asked me which blogs I’m frequently reading. So here’s the list. Please send me your favorite blogs, because there must be lots of great Marketing Automation blogs that I haven’t found yet! BTW 1: Some of these blogs are more about lead generation, demand generation or inbound marketing, so maybe the title of this blog post is not ideal. oops, that’s 11 blogs).
Connecting the customer experience
SEPTEMBER 16, 2014
Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
There is a big problem when it comes to B2B customer research. According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers. Thus, inundating customers with non-relevant content.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding. by Yarden Gilboa.