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Infographic: The State of Marketing Automation Maturity

The Point

As the infographic below illustrates, results from the survey suggest that, while the typical marketing automation user makes full use of some functionality, many more are failing to follow even the most basic lead management best practices , best practices that represent some of the most compelling business rationale for investing in marketing automation in the first place.

5 Techniques For Lead Management Success That You Probably Aren’t Using

Modern B2B Marketing

by Dayna Rothman Lead management is the ability to capture, respond, and manage incoming leads. When spending so much time and money on creating the perfect campaign, you want to make sure you have numerous best practices in place to manage your leads throughout the entire lifecycle. Work directly with sales to determine when a lead is “sales ready”.

Personal review: Aprimo Lead Management

Fearless Competitor

Does Aprimo Lead Management Measure Up? At the Aprimo Marketing Summit , I had a chance to take a close look at the Aprimo Lead Management offering. I was able to grill them with questions that trip up many vendors. With my experience in B2B lead generation and marketing automation, I felt confident I could give them challenging questions. found a very strong and graphical offering for lead management. But you sure better sketch it out on a white board BEFORE you try to create it in Aprimo Lead Management.). Quality leads matter.

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Yet, upon deploying a new marketing automation platform, effective lead nurturing can often take months to take shape, longer still to provide the kind of business impact the marketers (and their management) had in mind.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Multiple campaigns assigning lead scores.

3 Recommendations in Lead Management from Carlos Hildago

Fearless Competitor

In the Marketo blog, they recently published an interview and video with Carlos of the Annuitas Group, where he sat down with Jon Miller of Marketo. I was struck by something Carlos said and wish to share it here. The three things Carlos Hidalgo recommends to someone getting started with lead management include: Conducting an audit. Go though your lead management steps and determine where you are with you data, lead planning, metrics, etc. Figure out between marketing and sales definitions such as a marketing qualified lead.

Is Marketing Automation Right for Every Company?

The Point

That might suggest that the adoption rate for marketing automation is lagging, but revenues for the leading companies are climbing at a torrid 50-60 percent per year. B2B Marketing Lead Management Marketing Automation best marketing automation software marketing automation agency marketing automation partner marketing automation ROI Marketo agency Marketo partner

Why is Inside Sales So Scared of Lead Nurturing?

The Point

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced.

Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Re-posted with permission.

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.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a very detailed and useful comparison of the leading brands. Marketo announced an open ecosystem platform strategy. • Act-On raised $42 million and appears heading for an IPO. Marketo has done a couple of acquisitions.

Top 10 Demand Generation Resolutions for 2014

The Point

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. If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for. 2. Test more.

Sales Lead Management Association Announces Winners of the 2011 “50 Most Influential People in Sales Lead Management” Election

Fearless Competitor

Obermayer, executive director of the Sales Lead Management Association, announced the results of the voting for the Most Influential People in Sales Lead Management in 2011. They have given unselfishly of their time as speakers, teachers, and writers on the deep multi-dimensional topic of sales lead management.”. www.sales-lead-experts.com. James W.

Lead Scores Too High? Maybe They Need An Expiration Date.

The Point

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed threshold for a sales-ready lead was a mere 100 points. and so on. Thanks Dan!

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. have my concerns, however, about extending it to lead nurturing and the email medium. In my last post , I talked about creative campaign ideas for when you have no content to offer.

Hillary’s Royal Blue Isn’t Quite Purple (And Other Trending Topics From the Marketo Water Cooler)

Sales Intelligence View

Conferences Marketing b2b marketing Customer Segmentation Event Marketing Strategy Hillary Clinton Innovation Technology lead generation lead management marketing marketo Marketo Marketing Nation Summit We always aim to participate in the industry at multiple levels. Our attendance at last week’s Marketing Nation Summit was no different. We struck up conversations with prospects, connected with influencers, presented and sat in on informative sessions, listened to exhilarating speeches, and even chatted with other vendors about their marketing solutions.

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

The Point

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. After all, a simple monthly email newsletter to your database – something you can accomplish with only the most basic email service provider (ESP) – nurtures leads. Certainly.

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

The Point

When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. Examples of leads that fall into this category include students and competitors.

Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform. Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Where marketing is going.

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. More than two-thirds (68%) employ both behavioral and demographic lead scoring ( tweet this ). • 85% of those surveyed said they currently segment email campaigns based on persona ( tweet this ). • 40% employ no type of immediate autoresponder (follow-up email) to new leads ( tweet this ).

How to Reduce Unsubscribes Using Subscription Management

The Point

further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe unsubscriber the option to choose which types of messages he/she wants to receive (or not receive, as the case may be.) To the right is a subscription management page that we created recently for a software client, Noetix.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

Newer users focus marketing automation on driving customer acquisition, whereas more mature users leverage the technology’s ability to impact on lead nurturing and customer marketing (e.g. “When we implemented (marketing automation) the first time, we jumped in without planning and found that it was not the best way to drive leads to sales.” cross-sell and up-sell).

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

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” How many FT employees (or equivalents) am I going to need to manage the system? 2. Increase the rate and volume of qualified leads passed to field sales. Increase the number of pipeline opportunities by more effectively marketing to existing leads.

Adios Marketo. It was fun!

Fearless Competitor

Marketo will always have a special place here at Find New Customers – they got us started. We said good-bye to Marketo recently, and a strange thing happened. For almost three years, we delivered leads to them. Our white paper, How to Find New Customers , (which they sponsored) delivered a small but steady stream of leads. They paid me $65 per lead.

5 Tips For Supercharging Your Marketo Campaigns

Sales Intelligence View

Lead management isn’t for the faint of heart, but with these five pieces of advice, you’ll be well on your way to running successful marketing programs with Marketo. Marketing Marketing Intelligence Tips and Tricks Webinars Marketing Data Marketing Databases marketo

Marketo’s Definitive Guide to Lead Scoring

Fearless Competitor

B2B Lead Generation | Only 1 out of 5 companies have a lead scoring methodology in place. This data, from a recent study on sales leads by Vorsight and The Bridge Group was appalling. With most companies dumping unfiltered leads to sales and on 1/2 of those salespeople making quota – it’s clear that the world of B2B Sales and Marketing is dysfunctional today.

Marketo’s “Secret Sauce” Marketing Approach

Fearless Competitor

B2B Lead Generation | Learning from the Best. Marketo , sponsor of our white paper, How to Find New Customers , is one of the fastest growing companies on Earth. Marketo recently toured the country hosting Revenue Rock Star events. The President of Find New Customers attended the Marketo event in NYC. Jon Miller. How did they do it? Sophisticated and savvy marketing.

3 Recommendations in Lead Management from Carlos Hildago

Fearless Competitor

B2B Lead Generation | 3 Recommendations in Lead Management. Jon Miller of Marketo asked this question of Carlos Hildago of the Annuitas Group in a Marketo blog article and came up with three priorities which I wish to share with you. The three things Carlos recommends to someone getting started with  lead management include: Conduct an audit.

The Importance of Marketing Specialization

Fearless Competitor

At last, Find New Customers is now on the Sales Lead Management Association website with all the other B2B marketing companies. also use Google and Bing webmaster to drive traffic for keywords like sales leads, revenue marketing, and Marketo, which are the keywords used by my former employer, according to Spyfu.com. Filed under: BtoB Marketing , Marketo. ”).

Find New Customers salutes the “20 Women to Watch in Sales Lead Management”

Fearless Competitor

The Sales Lead Management Association yesterday announced the winners of the “ 20 Women to Watch in Sales Lead Management.” Maria Pergolino, Marketo, Inc. Marketing Awards management-best-practices marketing-campaigns” Find New Customers congratulates all of the winners. Great job, ladies! Lisa Arthur, Aprimo, Inc. Trish Bertuzzi, The Bridge Group, Inc. Karla Blalock, PointClear, LLC. Lisa J. Cramer, LeadLife Solutions. Christine Crandell, NBS Consulting Group. Robyn Davis, When I Need Help (WINH). Kristin Hambelton, Neolane, Inc.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. Similarly, the Pepper Global data’s low ratings for lead activity tracking, lead capture, and Website visitor tracking reflect that marketers have systems in place for those.

Converting Trial & Freemium Users: Keep Selling Post-Trial

The Point

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. This is an effective way to increase trial conversion rates yet stil avoid sending reps leads that don’t merit the effort.

2011 Lead Management Optimization Survey shows less focus on branding, more on customers

Modern B2B Marketing

by Carol Fox CSO Insights just released the results of its annual Lead Management Optimization (LMO) Study. That said, lead generation seems to be slipping steadily over the years among companies surveyed, with sales relying increasingly on avenues other than marketing-generated leads. Lead Management Lead Nurturing Lead Scoring qualified sales leads sales leads

Key to Marketing Automation Success: Process First, then Campaigns

The Point

B2B Marketing Lead Management Lead Nurturing Marketing Automation marketing automation agency marketing automation consultant marketing automation consultants Marketo agency Marketo consultant Marketo partner sirius decisionsIn a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. And that fact, I would propose, is a good sign for a maturing market. emphasis mine). No, not necessarily.

Increasing Conversion Rates – Part 2

ANNUITAS

Take a look at both the value of a solid Lead Management Architecture and Lead Management Process: Lead Management Architecture- How Qualified is Qualified? In most organizations, these two types of leads are classified the same way, despite the fact that they require different approaches. Lead Management Process- Crystal Clear Accountability.

What is the ROI of Lead Management?

LeadSloth

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. Both books show how you can increase sales by nurturing all leads, from inquiry to opportunity. Why Lead Management. Lead Scoring.

B2B 4

Strike Gold: How to Find Leads with External Intent Data

Modern B2B Marketing

At the bottom line, the movie is all about a salesman’s ability to close and the endless battle for a quality set of leads. The ever foreboding challenge is finding and closing the ‘Glengarry’ leads, the ones that will guarantee conversions and revenue. So how do you ensure that, as a marketer, you do your part in finding those Glengarry leads for sales to close? nterest.

6 Lead Management Tips | B2Bbloggers.com - B2B Social Media and.

B2Bbloggers

thought I would join in the fun and continue his list of 67 lead management tips with six more. Six Lead Management Tips Be extremely careful that your automated lead nurturing messages are for *someone* not *everyone* – (it’s not one size fits all – use your buyer personas and give your messages a personal tone). Listen. Can we get to 100 tips?

5 Critical Components of Lead Management Software

Modern B2B Marketing

by Maria Pergolino As marketing and sales teams align, both become more accountable to effectively managing leads within the pipeline. The ongoing changes in lead generation can overwhelm marketing and sales teams if it’s not organized and each team is unclear of its role. Invaluable Lead Tracking Capability. Quality Lead Generation. Efficient Lead Management.

6 Quick Tips to Improve Lead Database Quality

Modern B2B Marketing

Author: Ed King Let’s face it—your lead database is dirty and full of holes. Marketers often hesitate to automate de-duplication (the process of removing duplicate leads ) and prefer to eyeball duplicates and merge records manually due to fear of eliminating the wrong records. You can revive dead leads by fixing malformed email addresses in an automated way. Pop quiz!

5 Ways to Increase Your Email Conversion Rates: Key Takeaways from the Marketo Jumpstart Tour

Sales Intelligence View

InsideView  was a proud diamond sponsor of  Marketo’s JumpStart Tour  this summer, which concluded last week in Silicon Valley. The tour was a huge success with great attendance, emphasizing the high level of interest revolving around Marketing Automation and learning about best practices in email marketing, lead management, social marketing and even budgeting. Social CRM

Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management

Modern B2B Marketing

by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. Here are some questions that IDC sought to answer with their survey: How do leading companies staff and organize teams for effective lead management? What lead management metrics are most used?

How to Evolve Your Prospect Management in a Predictive World

Modern B2B Marketing

Author: Sean Zinsmeister It used to be that prospect management meant dolling out “ Glengarry Leads ” to add to your Rolodex, keeping a spreadsheet of top prospects, or most recently populating an empty CRM database with leads that seem to “look good.” But solutions are emerging to help solve all of this and change the way we manage prospects—predictive solutions.