The Point

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Taking Stock of Your Lead Management Process: 5 Key Questions

The Point

Key to designing an effective lead nurturing program is taking stock of your current lead management process. Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing.

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Key to Marketing Automation Success: Process First, then Campaigns

The Point

In the post, author Jonathan Block makes a number of cogent points, but I would highlight two: “It’s clear that many B2B organizations now understand the need for marketing automation technologies, and the need for optimized processes and skills to leverage them.” emphasis mine).

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3 Reasons to Add Email to Your Lead Follow-Up Process

The Point

A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?”.

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The Case for Allowing Personal Emails on Lead Gen Forms

The Point

However, forcing that same individual to enter a business email address instead doesn’t change where that person is in the buying process; it simply creates more friction in the user experience. In our work with B2B clients , fewer companies are demanding that forms reject personal emails.

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The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

The Point

Let’s start with the obvious, and that is to comply with the letter of the law: * Ensure your emails are authenticated (your MOPs team can confirm this) * Audit your unsubscribe process (and re-engineer it, if needed) to ensure that any requests are honored simply and quickly * Monitor your spam complaint rate closely (again, your MOPs team or agency (..)

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Improving Demand Gen Performance with CRO

The Point

CRO is a systematic, very deliberate process of modifying a Web page or Website with the specific purpose of improving the percentage of visitors who take a desired action, such as making a purchase or filling out a form. In the ideal, CRO is an ongoing process of constantly testing new ideas and improvements. Offer Appeal 2.

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MDF Funds & How to Use Them

The Point

For some, it may be the hassle of navigating an onerous MDF approval process. Whatever the process, partners should invest the time in planning and preparation to ensure those sales or marketing dollars reap the greatest reward. By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone.