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Looking for best-practices BtoB demand generation? Start with fundamentals first!

Fearless Competitor

Buffer Best-practices BtoB demand generation is built upon a strong foundation. Lots of companies are working to create best-practices BtoB demand generation (aka digital marketing) programs. This undoubtedly happens because they don’t waste valuable sales time on unqualified leads. Agreed Lead Definitions. Trigger Event Identification.

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Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation. “I find it sad how badly most companies are doing in B2B demand generation today. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.&# B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. Certainly. Comments welcome.

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page. If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content. Here’s why: 1.

Nurture Content Failure

ANNUITAS

Our 2015 B2B Enterprise Demand Generation study results will be published this week, so this is relevant to run this post again. The specific question that triggered my interest was this one: When developing your content do you create content for each stage of the buyer’s purchase journey? Mistake number three: lead scoring needs to match up with the journey.

6 Signs You Need Marketing Automation

It's All About Revenue

by Michael Martin | Tweet this You’ll feel it when it happens: When you’re spending all your time managing lists and unsubscribes; when the sales team won’t return your calls; when all the good leads seem to land with your competitor. Whether its building lists, managing leads, or creating emails and landing pages – the development of each new campaign is like reinventing the wheel.

B2B Lead Generation Blog: On B2B Demand Generation tools and Lead Generation Dashboards

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! recent exchange he had with Brian Carroll on his B2B Lead Gene.

Buying software is easy. Fixing lead generation is hard.

Fearless Competitor

B2B Lead Generation | Buying stuff is easy – fixing problems is hard. Unfortunately, there’s no “Wonder Herb&# in B2B lead generation and marketing either. What does your software purchase do toward fixing your company’s problems with generating quality sales leads? Remember, we need fewer and better leads for sales.).

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some vendors only rank leads while others build multiple models for different purposes. • Use of the client''s internal data for model scoring, and whether this extends to sources beyond CRM.

What Sales Really Needs from Marketing

Fearless Competitor

B2B Demand Generation | What Sales Really Needs. Sales is generating over 1/2 of their own leads, as per the 2011 Lead Management Optimization study by CSO Insights. Why are salespeople poor at lead generation? Here are the 7 Strategies to Get More and Better Prospects into your Sales Pipeline : High quality, well nurtured leads. link].

Don't Fix Your Marketing Process

Customer Experience Matrix

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact. Perhaps a recognition that we must manage in a period of continuous change is a good next step. The real question is what to do about it.

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

The Point

Direct mail is tangible, personal, and gives you a measure of creative license that’s increasingly difficult with email, where even minor graphics can be a sure-fire trigger for spam filters. Lead Nurturing. Top Management. Pop Quiz! Answer: (e) all of the above. Here are 5 areas that make ideal candidates for including direct mail in the marketing mix: 1. Small Business.

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Comparing Demand Generation Systems

Customer Experience Matrix

Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems. Outbound campaigns: generate mass emails to internal or imported lists and manage responses. Key functions include landing pages, data capture surveys, and trigger-based personalized email. Lead nurturing: execute repeated contacts with leads over time. Score and distribute leads: assess leads and distribute them to sales when appropriate. Event management: execute marketing events such as Webinars.

What Sales REALLY Needs From Marketing

Fearless Competitor

Lead Generation Companies | What Sales Really Needs from Marketing. These are almost impossible for sales to generate on their own today – as executives screen calls with voicemail and do their own research online and on social networks. Jeff Ogden ( @fearlesscomp ) is President of the B2B lead generation consultancy, Find New Customers. Jill Konrath.

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3 Cool Lead Nurturing Programs You’re Not Running

It's All About Revenue

In that time, I’ve seen lead nurturing go from “nice to have” to a hard-set business requirement for major, fast-growing businesses. While there’s something to be said for the standard use case meant to educate prospects, lead nurturing can do so much more. It might look a little bit like this: A new lead comes in through a website, tradeshow or somewhere else, and receives an automated, introductory email from the sales rep. Why not use lead nurturing programs to help differentiate your solution? Let’s explore three really cool use cases. 1. The“Free Trial” Nurture.

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation Blog

Use these three practices to convert more leads into revenue: Use Funnel-Specific Market Research. In many industries, for example, executives are scrutinizing much smaller transactions, so lead generation, lead nurturing and sales enablement tactics must address this shift in buying behavior. Be sure to include questions on customer decision dynamics.

3 Lead Scoring Problems – And How to Solve Them

It's All About Revenue

Randy is experienced in developing insight-driven demand generation programs for the b2b technology sector. Few marketers would argue with the premise that “less is more” when it comes to delivering the right leads to sales. Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. But significant challenges still remain for most marketers in developing the right mix of leads that will generate the best results and not waste precious resources. Share email. Facebook. LinkedIn. StumbleUpon.

Demand Generation Implementation -- Take My Survey, Please!

Customer Experience Matrix

Here is the cumulative percentage of total features deployed based on when they were first deployed: time since system deployment first week first month second month third month later cumulative % of used features 38% 65% 81% 86% 100% The recent discussion triggered by my post Pedowitz Group Offers Free Support for New Eloqua Clients raises an important question: Just how much can marketers realistically expect to accomplish during the initial stages of a demand generation system deployment? Click here to take survey. Not so much. Interesting. Thanks!

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. In both cases, I see the basic flow as an outbound email, landing page, multi-step nurturing campaign, lead scoring, and transfer to a CRM system for sales followup. Obviously these aren't very specific scenarios, but I think the ability to efficiently deliver many different treatments to different customers is ultimately what separates simple from complex in a demand generation context. Okay then.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Multiple scores per lead. The system can calculate and store multiple scores for a single lead record. 3.5 6 5.5 Complex 5 2.5 6 5.5

More Blathering About Demand Generation Software

Customer Experience Matrix

But I recently spoke with on-demand business intelligence vendor LucidEra , who also said they had found that demand generation systems could not integrate such information. They even cited one demand generation vendor that had turned to them for help. (In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need. Just 64% of the best-in-class vendors had this capability, even though 92% had a lead management or demand generation system. plan to write more about LucidEra next week.)

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

As the industry matures, second-generation products are designed to improve on the original products, either by adding new capabilities or by delivering the same capabilities faster, easier or cheaper. This leads to more variety as vendors experiment with different approaches to a now-defined problem. Demand generation systems are in that second stage. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. This allows leads to follow different paths within the same campaign.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? Indeed, the functionality of OfficeAutoPilot compares favorably with conventional demand generation systems, while the pricing – starting at just under $600 per month for 50,000 contacts and 100,000 monthly emails – is hugely attractive. for whether this will change.)

Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. Finding a demand generation system that old is always a surprise, since most products were launched much more recently. The system is a little above-average in that emails can contain if/then rules to display different images based on differences in lead data.

B2B Lead Generation Blog: MarketingSherpa Demand Generation Summit 2007

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! hope you can make it. hope you can make it.

ActiveConversion Review - SMB Lead Management

LeadSloth

From Web Analytics to Demand Generation. Lead Scoring. Lead scoring works for both anonymous and known visitors: for anonymous visitors the triggers for increasing the lead score are somewhat limited, essentially page views and return visits. Lead scoring configuration. It can also integrate with Salesforce Web-to-Lead forms. Form builder.

Buying software is easy. Fixing lead generation is hard.

Fearless Competitor

B2B Lead Generation | Buying stuff is easy – fixing problems is hard. Unfortunately, there’s no “Wonder Herb&# in B2B lead generation and marketing either. What does your software purchase do toward fixing your company’s problems with generating quality sales leads? Remember, we need fewer and better leads for sales.).

B2B Lead Generation Blog: Best Practices in Demand Generation

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Positioning: How To Test, Validate, And Bring Your Idea To Market

Best Practices for Marketing Automation and Demand Generation Campaigns

Customer Experience Matrix

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. I’ll probably embed them in a white paper for the Raab Guide Web site in the near future, but for now I thought I’d share them here. (If you want the full slide deck, complete with moderately witty speaker notes, drop me at email at draab@raabassociates.com.) A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. But I digress. The best practices are organized around those steps.

Do Your Personas Need A Makeover?

ANNUITAS

It’s hard to argue with the concept of trying to understand your customers and prospects to produce demand generation that drives revenue. How do you build an actionable, insight-driven persona to guide your demand generation efforts? What would trigger them to enter a buy cycle? Now, I’m not joining the persona naysayers (you know who you are). Window Dressing-.

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

How many FT employees (or equivalents) am I going to need to manage the system? 2. So often, new MA customers have a pent-up demand for campaigns, so they immediately launch into a series of “one-off” programs and never take the time to ask the question: what is it exactly that we want marketing automation to do for us? Below is my contribution (see Page 71.). Finance, ERP).

5 Mistakes Companies Make When Automating Their Marketing

ANNUITAS

The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers  to be more strategic in driving demand for their organizations. recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. According to Raab Associates, Inc.

B2B Lead Generation Blog: Speaking at MarketingSherpas B-to-B Demand Generation Summit 2006

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Positioning: How To Test, Validate, And Bring Your Idea To Market