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Lead Nurturing for Software Trials

LeadSloth

This week someone asked me about lead nurturing for people who signed up for a 30-day product trial (for a SaaS/Cloud software product). Tip 2: Make Product Adoption Your #1 Goal. The one and only goal of the emails you’re sending out should be to get people hooked on your product. They signed up. What now? Tip 1: Start Sending Email Now. If not, start doing so today.

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Genius.com,  Product Marketing Genius ( PDF ), San Mateo CA. Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? But that’s for web analysts. Email Marketing.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

In complex B2B sales situations you cannot rely on product-centric communications, nor on discounts (&# this week 10% off!&# ). However, if growth has stalled because you’re selling the wrong products to the wrong people, Marketing Automation will not help. Selling Simple Products. Needless to say, Marketing Automation software is very popular today. Not Enough Leads.

Eloqua Experience 2010

LeadSloth

The new Eloqua Cloud Connector product integrates 3rd party applications like JigSaw and Webex in the Program Builder. Another new product is Eloqua Discover for Salesforce.com. So there were lots of new initiatives, products and services that were covered during the event. This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. Overall.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Lead Nurturing Based on Product Usage. Many of them have trial programs, so potential clients can try the product before they buy. Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns. Some of these same companies are also collecting statistical information on product usage of existing clients, and are running upselling campaigns based on that information. Database Segmentation.

Marketing Automation Trends for 2010

LeadSloth

Scott Mersy , VP Marketing and Products, Genius.com. At the executive level, ROI reporting by business segment or marketing activity as well as overall marketing investment will enable the marketer to show revenue contribution and make meaningful contributions in discussion about the direction of the company and its products and services. With distributed marketing teams, marketing automation is key to supporting closed-loop marketing processes and for allowing remote teams to be more collaborative and productive by simplifying and automating key processes. predictions.

Process Turns Marketing Automation Into Revenue

LeadSloth

But usually, it also requires a renewed focus on creating content that focuses on the buyer’s issues, rather than your own products. Today I read a blog post about 7 trends that speed up the adoption of marketing automation. It mentions the importance of valuable content, the increasingly longer sales cycles and the “consumerized&# B2B sales processes. Process First.

Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?

LeadSloth

However, Forrester states that Microsoft Dynamics CRM may actually be a better CRM product. Forrester recently released a vendor evaluation for midmarket CRM vendors. If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com. That brings up a range of questions: What does CRM integration mean? What if you’re choosing a CRM system today?

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Hubspot Review

LeadSloth

HubSpot’s Medium and Large products give you the option to keep using your own site. UPDATED REVIEW: My earlier review of HubSpot’s Inbound Marketing software was more than 1 year old and the software has evolved a lot: time for an update! I see two clearly distinct target groups for HubSpot: Small business owners. Marketing departments at mid-size companies. Small Businesses.

Upcoming Lead Management Events

LeadSloth

Hubspot is best known for their Inbound Marketing evangelism and a software product that helps small to medium-size companies generate leads through search engine optimization and social media. Genius Demand Gen Academy , series of 12 webinars, starting June 9th. MarketingSherpa Lead Management webinar , June 10th (sponsored by Eloqua). Hubspot Show & Tell. Genius Demand Gen Academy.

Lead Nurturing Checklist for Marketing Automation

LeadSloth

If you sell multiple products, cross-selling may work for you. If someone is interested in product A, don’t send info on product B, unless products A and B are similar or at least complementary. In some cases you can send product collateral, but educational materials are usually most effective, because they address an issue that the recipient may have.

B2B Marketing Events 2010

LeadSloth

Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. Some featured events: Silverpop B2B Marketing University. I’m speaking at the B2B Marketing University. Sales & Marketing 2.0 Conference. Even though the name makes you think otherwise, the Sales 2.0 conference this fall!

5 Ways to Use Social Media in Marketing Automation

LeadSloth

You can also use Social Networks to keep customers informed of new products and services, and giving them the opportunity to provide feedback. This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media. Social Media.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

B2B Marketing Analytics

LeadSloth

Just hook it up to your Marketing and CRM databases, and do your analysis. I’ve seen some promising products, like YouCalc and GoodData (a client of mine), but it’s not as easy and comprehensive as Google Analytics is for Web Analytics. On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). Why Analytics? Optimize ROI.

Is Content Marketing the New PR?

LeadSloth

You give them a briefing, and they create press releases and advertisements that tout your products. Today my  article on Content Marketing was published on the Genius.com blog, and I wondered whether I could visualize how Content Marketing is different from traditional public relations and advertising. The OLD Situation. This is blasted out to a mass audience. The NEW Situation.

Inbound Marketing Automation

LeadSloth

The ultimate goal of automation is to make marketing teams more productive, by automating repetitive tasks and creating better reports. Should Marketing Automation systems add Inbound Marketing tools as standard features? Or is it better to keep those tools separate? That gave me enough ideas for a new post, so here it is. What is Inbound Marketing? What is Marketing Automation?

ActiveConversion Review - SMB Lead Management

LeadSloth

Therefore I initially called them a ‘niche vendor’ However, the product has evolved into a fairly complete marketing automation suite for SMB companies. commerce websites) typically use a dedicated web analytics product such as Google Analytics. From Web Analytics to Demand Generation. Anonymous Visitor Identification. They click on a link in an email that you sent them.

Why I’ve Joined Marketo

LeadSloth

Therefore, I won’t blog about vendors and products. Most readers of this blog will know that I’m passionate about Marketing Automation and Lead Management. As a consultant, I really enjoy helping organizations optimize their Marketing Automation efforts using the latest techniques and best practices. On this blog I write about this, trying to generate discussion, share ideas, and – in the process – learn a lot myself. As LeadSloth I did a lot of blogging, but my consulting practice paid the bills. What’s Going to Happen With LeadSloth? marketing automation

Impressive Marketo User Summit

LeadSloth

Webex Integration & Other Product News. Peterson, VP Products, presented the product roadmap. GotoWebinar will follow, but GotoWebinar first needs to add an API to their product (please do so ASAP!). At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. In this post I’m giving a short impression of the Marketo Summit. Marketo University.

Pardot User Conference Proves They’re a Top Marketing Automation Vendor

LeadSloth

The sessions were about lead management, lead nurturing, content marketing, social media and Pardot product sessions. In my opinion, there are three reasons: a good product that is easy to use. The past two days I attended the Pardot User Conference , and also presented a session on Lead Nurturing. Over 100 Pardot customers from all over North America attended this event. And that’s impressive. Learnings From The Conference. The conference had a nice balance of sessions. The Pardot team also showed how they are using Pardot within their own organization.

What Lead Nurturing Content to Send When?

LeadSloth

Or if they register for a demo of your product, a logical next step my be a product trial or a free consultation. Then start mixing in some more promotional content, which could be offers or product-related content. On Thursday I’m presenting a webinar with Treehouse Interactive , called “Lead Nurturing 101″ One of the registrants sent me the following question: How much of this webinar will be about content, i.e. exactly what to say in each subsequent email in a series designed to move someone from prospect stage to buying stage? The Best Email Sequence.

Email Newsletters: a Best Practice That Needs to Die

LeadSloth

Again, this is where newsletters often go wrong: they try to promote a webinar, a whitepaper, and a new product, all in the same message. DemandBase has just announced a webinar series called B2B Marketing Best Practices that Need to Die (I will present one of the sessions). Today, I’m working on my presentation for Monday’s lead nurturing webinar 7 steps to finding untapped revenue in your marketing database , where I’m presenting real best practices. That made me think: in lead nurturing, are there any common “best practices&# that are actually ineffective?

How Are CRM and Marketing Automation Different?

LeadSloth

Products & Pricing. Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. will write about Social Media some other time, and focus on CRM in this post. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation? So let’s dig in and find how Marketing Automation and CRM are different. Strong Features of CRM. For CRM, I focused on Salesforce.com. Forecasting.

8 Tips to Get Started with Marketing Automation

LeadSloth

Choose Your Products and/or Business Unit. For example, focus on a particular product or market segment with a high value. “Where do I start?” is the question I get asked most by attendees of the  MarketingSherpa B2B Marketing Summit in San Francisco. Marketing Automation is still very new for many companies, and it’s not immediately obvious how you can get started step-by-step. In this post I listed 8 ideas to address this question (and feel free to share yours in the comments!). Make Sure You Have Enough Leads. An often made mistake is to nurture too small a database.

Marketing Automation ROI: Efficiency or Revenue?

LeadSloth

Is productivity improved? As a response to my posts  7 Reasons Why Marketing Automation Projects Fail and Marketing Automation ROI , several people mentioned that the benefits of Marketing Automation are not just increased sales. They are also increased efficiency. That made me think: aren’t benefits either cost savings, or increased revenue? Marketing Automation Increases Revenue. The key marketing performance indicators suggested by SiriusDecisions are all related to revenue: Marketing sourced pipeline. Marketing influenced pipeline. Investment-to-pipeline. Investment-to-revenue.

Free Trials Aren’t What They Used to Be

LeadSloth

In the article Howard Sewell says that free trials “eliminate a huge subset of potential customers at the outset—people who (…) simply don’t want to expend the time or hassle downloading, installing and evaluating the actual product.&# And as a marketing manager I did not have control over the product experience. The product I promoted was used by developers. They tend to insist on trying out a product, so we had no option but to keep the free trial. Especially software-as-a-service (SaaS) products seem so simple ! Very true. Very frustrating.

B2B Pay Per Click Advertising

LeadSloth

To generate demand for your products, it’s not enough to nurture the existing leads in your database. Terry: As I mentioned, it typically takes much longer to determine things like lead quality and ROI.  To me, this means that we want to be very careful to be clear on the true value proposition delivered by the client’s products and services when we are crafting ad text. I’m a little less inclined to “think outside the box” when it comes to B2B ad testing. Interview with Terry Whalen from CPC Search. You also need a steady stream of fresh leads coming in. What is your take?

SEO Optimization - 3 Steps to Success

LeadSloth

That means: create great content that is educational rather than necessarily promoting your products. In the last years I’ve done a lot of Search Engine Optimization (SEO) projects. What keeps surprising me is that most people think it’s some kind of black art. Basic SEO is actually quite straightforward: hence my 3 steps to SEO Success. Agreed: I had to simplify some things, so please don’t bash me on that. My goal is to expose the basic principles of SEO, not to provide a comprehensive cookbook. How Search Engines Work. So let’s look at the 3 steps.

Top-10 Demand Generation Vendor Blogs

LeadSloth

Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly. In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. In alphabetical order: ActiveConversion B2B Marketing Blog. This is my new discovery. Recently, they are writing more posts, and some good ones too! For example, I like Six Steps to Punching Above Your Weight. Eloqua Marketing Insights and Digital Body Language.

The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)

ScribbleLive

As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. Let’s move on to why we’re here: the biggest mistakes to avoid when making a product video. I can say that without a doubt, I am the utmost “mistake making” expert in the art of product videos. Quotes. Value.

Benefits of promotional products advertising campaigns

Biznology

Have you used promotional products for advertising and branding for your company? If you have not run a campaign using branded products, then you might be interested to know that according to surveys of promotional product recipients, they really do work to increase branding, favorable sentiment, and sales. Promotional Products Can Show Off Your Brand. Summary.

Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

ScribbleLive

A content marketer and a product marketer can do really great work together when they make a concerted effort to integrate their specialized talents. well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Our product marketer, Geoffrey Gualano, has poked fun at me for throwing around “Teamwork makes the dream work” on Slack (and he probably should because it’s a painfully cheesy line), but it’s very true within this context. In Conclusion.

How long should your online business video production be?

Biznology

But what is the optimal length of an online business video production ? What is the golden rule for how long an online video should be for business? A B2B promotional video that is made for lead-generation, like a landing page, needs to be quick; whereas a online business video production that is used during, or as a follow up to a presentation is very different in length.

Video 92

Spring 2016 Product Release Highlights

Captora

This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo? The post Spring 2016 Product Release Highlights appeared first on Captora Blog.

Promotional products: making them effective branding tools for your business

Biznology

Promotional products have really stood the test of time in the marketing world. You may think of promotional products as something that is only used at trade shows or conventions, but they can be effective tools for branding and promotion anywhere and anytime. Research Shows the Positive Impact of Promotional Products for Businesses. Useful Promotional Products.

Being Busy is Not Being Productive

Puzzle Marketer

One of the most misleading but commonly held beliefs is being “busy” means that you’re being productive and accomplishing a lot. The next day begins a new cycle of non-productivity. Busy but non-productive tasks include: Checking emails Making/returning phone calls Holding meetings Reading the news & blogs Reading/updating social media Wait a second.You’re telling me that I can’t check my email? I can’t make phone calls? If you’re still with me, then let me explain what I mean by labeling these tasks as non-productive.

9 Willpower Workouts to Maximize Your Productivity

Hubspot

According to author Robert Pozen, regular exercise increases productivity. Although you might put an emphasis on going to the gym for that reason, are you putting enough energy into arguably the most important muscle affecting your productivity -- your willpower? Willpower Workouts to Maximize Your Productivity. 1) Eat a hearty meal. Productivity Daily Syndication