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Marketing Automation Not Just About Revenue (But it's Damn Important)

Anything Goes Marketing

You need to have the right processes in place including a strong relationship between marketing and sales as well as a focus on revenue. I've had the following conversation a few times with clients who have implemented marketing automation: "so now that we have marketing automation in place we want to do ROI reporting - TODAY". Jumping into ROI/closed loop reporting right away can be difficult. marketing automation marketing metrics lead management closed loop

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When Lead Scoring Will Fail

Anything Goes Marketing

Lead scoring, which is the process of automating the qualification of leads that you generate, is a key stepping stone to get marketers to the next level. Having worked with B2B marketers for many years, it's typically a no-brainer when someone asks me "should we implement lead scoring?". Having said that, your company may not be fully ready for it and there are some steps to start moving in. data management lead management lead qualification

Managing Your Social Network: Top Tools You Should Use

Anything Goes Marketing

My thought process was driven by a severe lack of sleep (which still exists) and a desire to focus on my core tasks which included leading my team. After having my kids I took a step away from social media except for posting adorable pics of my kids on Facebook. That's about all I had time for - so I thought. Here's the problem: my role is all about helping out customers and providing the best. social media RSS customer service social bookmarking Twitter online communities social networks

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

This is important : Besides all of the technology out there that can make this process easier, it’s important to keep in mind that the goal is to create engaging experiences for your customers and potential customers so that they will respond and ultimately purchase your products and services. personalized approach facilitates this process. There are many different ways to do this but the best time to deliver the right message is at a time that matches your customer’s buying process. All you need to do is to design the process and let the technology handle the rest.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.

How To Build a Lead Nurturing Culture Part I

Anything Goes Marketing

In my definition for this post, I’m referring to a process that automatically delivers highly targeted emails to prospects or customers in a specific time frame via a marketing automation platform. However, there are some key items that you need to focus on and like any marketing effort, proper planning up front and processes will make all the difference. 20 Formats to Consider.

10 Tips for Using Twitter And Email Marketing for B2B

Anything Goes Marketing

Here is an example : [link] post on Anything Goes Marketing: "10 Tips for Using Twitter And Email Marketing for B2B" [link] This makes the process of spreading the word about your email article extremely easy. I was told that every blog needs a "top 10 post" and I thought today would be a good day to write one on a topic that is growing in popularity. That topic is Twitter and how best to use this tool for your B2B marketing efforts. thought I would take a stab at providing tips on blending a tried and true tool like email with Twitter. Use Twitter content in your email newsletters.

How do I Generate More Leads from my Website?

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Web visitors want a sneak peak at the white paper to ensure that it's worth their time to go through the registration process. Many just choose the default answers so they can get through the process and download the webinar or webcast that they want. Many B2B marketers ask these questions daily: We have this great website, we use email, we use search - what else can we do? How can we further optimize our practices to increase the amount of leads we generate? recent study by MarketingSherpa and KnowledgeStorm provides some additional insights that marketers should be aware of.

Sharing Space: Marketing and Sales

Anything Goes Marketing

This includes coordinating on marketing campaigns, looking for opportunities where leads may have fallen through the cracks, and better understanding what potential buyers are looking for at different stages of the buying process and their challenges Provide useful tools to sales. Tags: lead nurturing B2B Sales process lead management personally wouldn’t have it any other way. Chad H.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.

Wake up and Send More Email

Anything Goes Marketing

In today’s B2B purchase process, the marketer is no longer in charge. What is recommended is to map out the content that prospective buyers would be interested in at various stages of the sales process and automate the delivery of this communication. If this is not done, there is a greater chance that leads will leak out of the sales and marketing funnel and may go to the competition.

5 Marketing Automation Email Tips

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Because the process is automated, with marketing automation, you just need to define your list criteria and business rules once and the program manages the rest for you. To make it easy for everybody, I like to describe my role as a sherpa for our customers. In this post, I’m going to outline some tips you can use to engage or reengage your email subscribers. Personalize the Email Heading.

5 Mistakes B2B Marketers Need to Avoid in 2010

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The key to sending relevant communication is to automate the process. 2009 has been a long year but as I reflect back on my many conversations, I've created a top 5 list of items to avoid in 2010: 1. Not having a defined social media strategy You would be surprised by the number of companies that say “yeah, social media is important but it’s not important to us at the moment”.

B2B Marketing Trends From Eloqua Experience 09 Via Twitter

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jocebrown : It's the people and process not the technology that is stalling sophisticated nurturing and scoring - Laura Ramos #EE09 lauraramos : #EE09: Omniture organization looks like: Audience Program Mgmt, Offer Development, Channel Execution, and Marketing Operations supports all. This sold out event brought together some of smartest marketers from all over the world. Because it’s real.

Latest B2B Marketing Trends From SiriusDecisions Summit 09

Anything Goes Marketing

Process drives productivity - start with process then implement technology. If you’re looking for an eloquently written post on how B2B marketing has changed and recommendations on what you should do, you’ve come to the wrong page. Unfortunately, I wasn’t able to go (not without trying!) amyblack : # sds09 how do you increase adoption? Why not have one on Why they switched? Chad H.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.

Lead Management and Football

Anything Goes Marketing

In one of my meetings these past few weeks I was thinking of an analogy where I could break down the lead management process into much simpler terms so everyone could understand their roles - this is where football comes in. I'm going to introduce the players and coaches below and then summarize how the different parts fit together to create a Super Bowl caliber lead management process.

Resources on Aligning Marketing and Sales for B2B Companies

Anything Goes Marketing

There is no defined process to route leads to sales There is no defined process to handle leads that are qualified, yet not ready to buy Sales are given the tools to make their jobs easier but refuse to adopt to them. Tags: B2B Sales process integrated marketing lead qualification It's time to get a grip and at least know that you are not alone. He doesn't pull any punches.

Twitter and Customer Service - Potential PR Nightmare

Anything Goes Marketing

This should be central in your decision making process on Twitter - how can I best help my customer. Your company may have just started down the path of using Twitter as another communication channel. (If you're not there yet, that's cool but keep reading because there are some items to be aware of. Now back to our story). Using it for this purpose is fairly straightforward. Chad H.

The Recession is Here - Time to Become an Eco-Marketer

Anything Goes Marketing

For your nuturing campaigns, create a document that outlines all of the marketing content that you have and map this to the buying process of your target audiences that you have identified (assuming you have created defined marketing segments). For example, if you have a large marketing team, create processes so that you standardize your email and landing page templates. Chad H.

Lead Nurturing - How to track ROI?

Anything Goes Marketing

The shift that I've seen is to automate the process using technology. There are many factors that go into this including getting sales and marketing working together as well as buy-in from the marketing team and the rest of the company to invest the time and resources in a systemized lead nurturing process. Great - How do I track ROI for Lead Nurturing? Chad H.

Improved Email Click-Through Tracking Using Query Strings

Anything Goes Marketing

This process I'm going to suggest may be easier for you as well - no need for setting up a redirect. If you have a call to action that is directed at the same landing page more then one time in your email, what is the best way to track which link received the most unique clicks? Let's back up and review why this topic is important for marketers. link=2. Well it is. Chad H.

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Newsletter Content that Engages Your Marketing Database

Anything Goes Marketing

This beer company is going beyond their product to focus on their target audience. I can imagine the thought process of the agency in their board room: "What content can we produce that will engage Anheuser Bush's customers?" Take a minute out of your day and have a look at this ad (it's worth it): Yes, this is an ad but what is appealing is the message. This is not about beer. So what?

Latest Trends in Email Marketing: RSS and Calendar Reminders

Anything Goes Marketing

What's key here is that the whole process to create a newsletter becomes much easier as you have an automated program that sends the email for you and the content is content that you've created for a blog or other RSS feed. This process works very well for new subscribers to your site as they can get a newsletter with the latest articles from the RSS feeds that you have defined.

Tips for Confirmation Pages

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Tips for Your Unsubscribe Confirmation Pages Stefan Pollard continues to write some brilliant posts on the unsubscribe process. He recommends making this a two step process. Well, here I am on the east coast and stuck at the airport due to this freezing rain. Grrrr!! Use an audio confirmation clip on your confirmation page. It's brilliant as it sets expectations (i.e. Chad H.

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5 Ways to Set Expectations in Online Marketing

Anything Goes Marketing

Make the registration process as easy as possible. I was camping this past weekend and my sister brought with her a CD of this hilarious comedian, John Pinette. If you haven't heard of him, you will soon enough. Here's a clip of him describing how he hates lines of any kind. Why is this so funny? think we all hate lines. We all hate waiting. We want what we want and we want it now! Do you?

Combining Direct Mail with Your Online Marketing Efforts

Anything Goes Marketing

What you need to do is to automate this process so that you can easily send out direct mail pieces in a "just in time" format. For example, what if you could automate the lead qualification process to automatically determine if the individual was qualified to receive a direct mailer? like to read a white paper on actual paper! Many companies still have this option but most don't.

How to Improve Your Email Newsletter

Anything Goes Marketing

In order to leave comments, you could add some additional lead qualification questions to the registration process. In addition, if your organization gets its share of leads, you can use newsletter comments to help in the lead qualification process. There are systems that automate this process though. Do you have an email newsletter? Email Newsletter 2.0 How do you do this?

Tips on Using Twitter to Boost Your Marketing Efforts

Anything Goes Marketing

When I “upgraded” to the new HooteSuite Twitter platform, it forced me to tweet about why I liked HooteSuite before I could complete the upgrade process. Are you already tired of Twitter? Do you think it’s just a fad? Well think again because the popularity of Twitter is growing at an alarming rate. I’m always trying to think about how marketers can better leverage the social media technologies that are out there and then share them with you. As you read these, you need to think about your end goals. This is not a post on the basics of Twitter. This is simple, yet brilliant.

Does Your Business do Podcasts? It Should

Anything Goes Marketing

It really works and I come away from the podcast with some better insight into the sales and marketing process. Educate potential buyers in the sales pipeline or existing customers on new offerings Generate new leads via a co-registration process. I'll admit that I don't regularly download podcasts via an RSS feed but I do listen to them the odd time. Drive website traffic. Chad H.

Email benchmark open and click-through rates

Anything Goes Marketing

If you haven't started to do this, get your team together and look for tools that will automate your email marketing processes. Looking for stats to benchmark your email open and click-through rates? Check out Emarketer's E-mail Benchmark rates. It's important to note that these are total opens and click-throughs and not unique click-throughs. Chad H. Seems a bit high.

Improve Email Conversions. Save Time. Watch American Idol

Anything Goes Marketing

What it doesn't discuss is how to make the process of sending a second email to those that don't open or click on the first email you sent an easy one. Making Re-Mailing Easy: Improve Conversions, Get Home to See Your Family The tricky part is making the process of sending that second email an easy one. Through an automated process using advanced automation tools, you can easily create a program that checks to see if a contact on your initial list has converted and/or responded to the email. Again, that's obvious but this can take time to do. Chad H.

Preventing incorrect email addresses

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really liked one of the ideas which involves displaying the email address to the web visitor as part of a second step in the registration process. Do you have a lot of bounce backs in your database? Keeping your data clean is a top priority for the marketers I speak with. I was just reading a good article on Marketing Sherpa that outlines " 4 Ways to Fix Misspelled Email Addresses ". simple modification to this is to serve up a confirmation page after the registration that includes the email address that the person just entered in large letters. Chad H.

Give web visitors the resources they need - Customized Google

Anything Goes Marketing

Raise your hand if you answer yes to all of the following questions: My company has a website We have great resources on our website Some of these resources help our customers and prospects learn more about what we do and affect the buying process It's difficult to find these resources on our site Your hand raised? I've got a fairly simple solution. If you're on my blog (that's directed to my RSS reader friends), you'll notice a shiny new Google search box at the top of the site. This is an example of AJAX (new technology that doesn't require the browser to reload). Try it out!

Is Your CRM Naked?

Anything Goes Marketing

Ardath Albee has written a great e-book called Why Naked CRM Doesn't Work on how to "dress up" your CRM by providing better tools for sales and an improved process for sales and marketing. This focuses on the B2B sales process which is much longer then B2C. They may have inside information that could help the lead along in the sales process. Tags: B2B Sales process Are all of your sales reps exceeding their quota for this quarter? Ok, that's a stupid question. Maybe teh reason they aren't is because your CRM (customer relationship management) tool is naked. Chad H.

Email Tips for the New Year Part I

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This process can be automated by creating a program that sends 2-3 emails over a 3 week period with the offer described above. Here are a few items I liked: Send a text follow up email to those that didn't open or click on your initial newsletter/event (my tip: automate this process if possible using email automation tools). Greetings! I've finally had the chance to go through a number of email newsletters and reports and I wanted to highlight some interesting email tips. This is also easy to do by examining the search terms from your analytics program. This does a few things.

How to Improve Paid Search for B2B Lead Generation

Anything Goes Marketing

Tags: email marketing B2B lead generation Sales process search

Automated Customer Scoring - Going Beyond Leads

Anything Goes Marketing

Essentially, you take the typical manual lead qualification process that a sales rep or call center does over the phone to find the best leads and let technology do this for you. described a process of having account reps manually deliver important names and lead qualification information to the marketing team for possible upsell programs. Automated Lead scoring is a term that many in the B2B world are familiar with. Can you apply this same concept to customers? think you can and those of you in B2C already do this quite well. The B2C world does this all the time. Chad H.

Using Blogs as a Lead Generation Tool

Anything Goes Marketing

Tags: business blog lead generation Sales process

Don't try to sell before a person is ready to buy

Anything Goes Marketing

These people for the most part are at the beginning of the purchase process where they've realized that your company can fulfill a need of theirs. Technorati tags: Brian Carroll , Marketing Sherpa , home page , e-marketing , sales process , B2B. Tags: business blog B2B lead generation Sales process Marketing Sherpa When is the best time to sell your products or services? Easy question - when they're ready to buy them!! read a few articles that have clearly demonstrated this concept for B2B purchases. Makes sense eh? Chad H.