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Lead Nurturing for Software Trials

LeadSloth

Realize that your best customers will be the last to unsubscribe, so don’t worry about unsubscribes too much. A 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? A Lot.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

An exception is when you have a lot of customers, and want to use the Marketing Automation system to cross-sell and up-sell. 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.

Will Marketing Automation Be Free?

LeadSloth

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. Emails / month. 5,000. 2,500. Contacts. 2,500. 3,000.

25 Great B2B Content Marketing Articles

LeadSloth

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.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

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.

Marketing Automation Trends for 2010

LeadSloth

Jeff Ogden , Director of Marketing, Aplicor & President, Find New Customers. Methods to the madness: Everybody has methodologies, Sales has SPIN, Customer Centric, etc. Social networks like Facebook and Linkedin will start to face customer defections as their networks get bogged down with marketing spam. In the coming year they will increasingly turn to centralized marketing automation systems to manage customer data consistently in order to nurture the right kind of leads in a consistent and coordinated way across communications channels. predictions. and Web 3.0

Process Turns Marketing Automation Into Revenue

LeadSloth

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?

LeadSloth

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?

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Social CRM, Inbound Marketing and Marketing Automation

LeadSloth

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.

5 Ways to Use Social Media in Marketing Automation

LeadSloth

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.

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B2B Marketing Events 2010

LeadSloth

Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. What are the key events to attend when you’d like to learn more about B2B Marketing, Marketing Automation, Lead Management? I’ve compiled a list of the events that matter: B2B Marketing Events for 2010. Conference.

B2B Marketing Analytics

LeadSloth

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.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

What is the ROI of Lead Management?

LeadSloth

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.

Are You Old Enough for Inbound Marketing?

LeadSloth

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. The newest term on the block is “Inbound Marketing&#. Overall Results. I’d say “yes&#.

ActiveConversion Review - SMB Lead Management

LeadSloth

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.

Pardot User Conference Proves They’re a Top Marketing Automation Vendor

LeadSloth

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.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Impressive Marketo User Summit

LeadSloth

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.

What Lead Nurturing Content to Send When?

LeadSloth

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?

Measuring Marketing ROI: Campaign Attribution and Campaign Influence

LeadSloth

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

LeadSloth

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.

8 Tips to Get Started with Marketing Automation

LeadSloth

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

LeadSloth

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. A popular offer for software vendors is the free trial.

Demand Generation Blogs Continued

LeadSloth

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

LeadSloth

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.

Top-10 Demand Generation Vendor Blogs

LeadSloth

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.

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Top-10 Marketing Automation Blogs

LeadSloth

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).

The Perfect Customer Marketer Job Description

Influitive b2b

Customer marketing is on the rise. According to Koyne Marketing’s 2017 State of Customer Marketing Report, 93% of organizations agree that customer marketing is important or very important to their revenue, and more than two-thirds are planning to boost their investment in customer marketing over the next year. In spite of this, many organizations still.

Five Strategies for Improving Customer Experience

Webbiquity

As a marketing professional, you understand customers are your firm’s most valuable assets. However, dialing into customer loyalty and determining what it takes to improve customer retention isn’t always easy. Getting a solid grasp on the customer experience can be a big investment, and you don’t want to waste time and resources on strategies that paint the wrong picture.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Confusion by Adam Gale. Professions. Roles. Firmographics.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

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.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways. by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. As these examples suggest, CDP technology can support all customer-facing departments. This hits a nerve. User control.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. Leaving many companies and marketing organizations with an incorrect view of their customers. Illustration by Nikita Kozin.

Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

Many surveys present a familiar tune: most marketers want unified customer data but few have it. Better tools, like Customer Data Platforms, can help by reducing the expertise needed. So while marketers aren't parading towards a complete customer view with a triumphal Sousa march, there’s no need for a funeral dirge quite yet. So far so good. That’s something I didn’t expect.