| | | Marketing to Business Executives Blog | |  Leads | 13 articles |
| Page 1 of 1 | Previous | Next | MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 5, 2011  Top Eight Reasons B2B Marketers Use Content Curation Reason 6: Marketers who are good at tracking how web visitors move through the pipeline can track leads and revenue that originate from the audience of a curated site or newsletter. For For instance, when visitors referred from the curated site download white papers at the company site, they become a lead, which marketers can track through the sales funnel. | MARKETING TO BUSINESS EXECUTIVES BLOG APRIL 26, 2011 7 Steps to Success with Marketing Automation Agree on the end-to-end lead management process. Develop a process for lead scoring and updating lead scoring. Filed under: Content marketing , Implementation success , Lead management , Marketing automation , Marketing technology , Process Improvement. Content marketing Implementation success Lead management Marketing automation Marketing technology Process ImprovementNobody wins when marketing automation system implementations don’t yield expected results. Unfortunately, many turn to system selection as their first step. . | | | | | |
| MARKETING TO BUSINESS EXECUTIVES BLOG JANUARY 19, 2011 Ten Use Cases for Content Curation in Marketing They lead the conversation by incorporating their own original content and reflecting their point of view while also including important pieces by competitors. Enable the right person to respond appropriately or lead discussions in social channels. On further reflection, I think you are right that some companies will move to content curation for the sole purpose of generating more leads (your first point) and/or nurturing leads that are not sales ready. But as I look at the vendor landscape it is apples and oranges. Vendors are solving several different problems. | MARKETING TO BUSINESS EXECUTIVES BLOG APRIL 11, 2011 Segmentation key to content marketing Have you connected the dots in your web site, content marketing, and lead management programs? Filed under: Buyer behavior , Content marketing , Lead management , Marketing automation , Marketing measurement , Marketing optimization , Marketing technology Tagged: Content marketing , Implementing marketing automation , Marketing , Marketing audit. Buyer behavior Content marketing Lead management Marketing automation Marketing measurement Marketing optimization Marketing technology Implementing marketing automation Marketing Marketing auditAre they customers or prospects? | MARKETING TO BUSINESS EXECUTIVES BLOG JUNE 24, 2011 Number One in Social Business Then dig deeper into the processes that are leading to the operational problems (e.g., At Enterprise 2.0 this week in Boston, I found a few inspiring moments amid all the activity. I particularly liked the opening keynote presentations by John Hagel from Deloitte on the first day and Lee Bryant of Headshift on the second day. The big takeaway…my number one in social business: it all starts with a problem that needs to be solved…and that you can affect. Hagel described a simple metrics-based path to finding the right problem to address. Start with business metrics (e.g., | | | | | | | | |
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 Survey results: marketing automation drives improved business results
Significantly, the uses achieved through the capabilities of marketing automation systems, such as determining which leads are sales ready, predicting campaign effectiveness, and segmenting markets for targeting campaigns, stand out among those that the data savvy use but others don’t use. A March 2011 survey conducted by Patricia Seybold Group and Information Technology Services Marketing Association (ITSMA) found a correlation between leadership in data-driven marketing and increased sales productivity as well as improved market share over a two year period. MORE >> - Sorting through content curation options
Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers. There are dozens of content curation tools out there. Let me know what you think. MORE >> -
 Games as Content in B2B Marketing
Velocity Partners’ B2B Marketing Manifesto , published last fall, calls this a past, present and future that lead to your solution. Marketing to Business Executives Blog From Insight to Action in B2B Home About Home > Buyer behavior , Content marketing , Customer knowledge , Games in B2B Marketing , Thought leadership > Games as Content in B2B Marketing Games as Content in B2B Marketing 02/22/2011 Marketing to Business Executives Leave a comment Go to comments Bob Johnson at IDG Connect sent me a brief on using games for B2B marketing. As always, go where the customer is. MORE >> - 7 not 3… actions for marketing automation implemenation success
He points out that marketers, “… need to prepare for the use of the technology by having 1) a lead-to-revenue process model to automate; 2) content to support the message and responses; and 3) a marketing organization that is ready to support the technology.&# . Agree on the end-to-end lead management process. Develop a process for lead scoring and updating lead scoring. Without question this is true. But there is more. In rough order of priority, the seven steps are: Establish clear objectives, performance measures, and metrics. MORE >> - Who cares about marketing data?
Sales Accepted Lead Data. Then consider what is needed to forecast short term success (sales accepted leads, contacts nurtured by marketing). Afterall, you are/should be leading the charge. In a recent survey conducted by Patricia Seybold Group and the Information Technology Services Marketing Association ( Survey on Data-Driven Marketing, March 2011 ), more than 100 marketers reported what types of marketing data most interested heads of other departments. The findings (see below), while not statistically significant, do raise some questions worth pondering. MORE >>
- Why Marketers Invest in Technology: Survey Results MARKETING TO BUSINESS EXECUTIVES BLOG | TUESDAY, MAY 10, 2011
- Today’s Rant: Why Marketing is Harder — and More Fun MARKETING TO BUSINESS EXECUTIVES BLOG | TUESDAY, DECEMBER 6, 2011
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