The Point

NOVEMBER 24, 2009

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? In addition: 1.

Landing Pages 100

Landing Pages Lead Ranking Lead Scoring Lead Nurturing 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

JULY 19, 2010

The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. Ultimately, however, the best measure for any marketing program is ROI: what is the return on one dollar in invested in a Webinar strategy as compared to that same dollar invested elsewhere?

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

JULY 15, 2010

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. The most important principle in using marketing automation is to keep it logically separate from the CRM system, yet synchronized with it.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

OCTOBER 26, 2010

It works in tandem with inside sales by eliminating the chance that new leads will go without follow-up due to issues of bandwidth or lack of profile data (i.e. which leads merit sales investment and which don’t.) The Changing Role of Email.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

JUNE 1, 2010

We’ve built games for pharmaceutical companies targeting women aged 55+, games for LEGO targeting kids, and games for Microsoft Bing to drive search queries. Over the past 10 years, B2B accounted for roughly 10-20 percent of our game development, but we expect that to increase significantly. Demand generation?

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

MAY 6, 2010

Or even if the processes with which those leads are shepherded along the sales cycle are woefully inadequate, a company may not generate the volume of inquiries necessary in order for marketing automation to make a difference. And lastly, to be frank, it depends how bad you are.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

FEBRUARY 4, 2011

This eliminates wasted time – and the sales dissatisfaction that results – when reps follow up on junk leads and other inquiries that never convert to opportunities. Increased demand generation ROI due to improved conversion of leads to sales opportunities.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

JANUARY 6, 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Improve campaign measurement.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

Online Marketing Institute

JULY 31, 2009

B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. Yesterday, Demandbase announced a new software suite to help marketers harvest passive traffic visiting Web sites. Synchronizing prospect and opportunity databases is key.

Enterprise Management 40

Enterprise Management Work Management DemandBase Marketing Management 40

The Point

APRIL 30, 2012

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely.

Marketing Management 100

Marketing Management Marketing Automation Services Data Hygiene Ideal Customer Profiles 100

Online Marketing Institute

JULY 31, 2009

problem: 1) Web analytics – typically the stronghold of companies like Coremetrics, Omniture, and WebTrends, the analytics area bleeds over into lead management as companies go online to generate demand. My point: B2B marketers are looking elsewhere for help generating demand.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Lead Management 40

Online Marketing Institute

MARCH 13, 2011

ReadyContacts is a provider of role-based contact lists for targeted demand generation campaigns. Garbage In Garbage Out: Why Focus Is Critical In Marketing Campaigns 2000+ Virtual Iron Customers Are Waiting For Help. teraffics.com has a targeted traffic test packages. And if you did, what would you do next?

Sales Qualified Leads 40

Sales Qualified Leads ReadyContacts High Quality Lead netFactor 40