LeadSloth

AUGUST 27, 2009

Prospects now have instant access to much more information, so marketing’s involvement reaches much further down the sales cycle: they need to nurture prospects with relevant content until they are sales-ready. There has been quite a bit of change in B2B marketing over the past couple of years.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Salesforce.com B2B 100

LeadSloth

JULY 12, 2010

Social Media is also covered: you are notified of relevant online discussions on Twitter, LinkedIn and other locations, so you can join the discussion; there are ‘follow-me’ buttons in email and on your website; and you can find prospect’s social media profiles.

Hubspot 100

Hubspot Lead Ranking Marketing Automation Services Marketing Management 100

LeadSloth

MARCH 16, 2009

An anonymous prospect record. ActiveConversion supports both one-time emails to a segment of the database, as well as drip emails that are triggered after a prospect registers. There are two ways to identify visitors: They fill out a form on your website. They click on a link in an email that you sent them. Lead Scoring.

ActiveConversion 100

ActiveConversion SMB Work Management Lead Management 100

LeadSloth

MARCH 15, 2009

Using Artificial Intelligence to predict prospect behavior. Using direct mail with dynamic printing to recover email addresses. Email Analytics. Integrating web & email analytics for better conversion. Email design. Leveraging user-generated content. Mobile email marketing. Cross-channel: using SMS and instant messaging.

Landing Pages 100

Landing Pages Multi-Channel SMS Trigger Marketing 100

LeadSloth

JUNE 23, 2009

In short: everything to make sure that prospects find you, rather than you trying to find your prospects with ‘outbound’ marketing. It also includes Social Media (Twitter, Facebook, LinkedIn, etc.), blogging, creation of high-quality content, and website conversion optimization. Inbound Marketing Automation.

Marketing Automation Services 100

Marketing Automation Services Inbound Marketing Marketing Automation Work Management 100

LeadSloth

OCTOBER 20, 2009

As you get feedback from the prospects, you refine your content in an iterative way. You start defining the personas that you target, and you find out how to reach them through Social Media. You choose the mix of channels that they prefer (ebooks, webinars, video, blogs, podcasts, and so on) and create compelling content. Black and White.

PR 100

PR Advertising Agencies Paid Search Agency Content Marketing 100

LeadSloth

NOVEMBER 16, 2009

Marketing Automation also has some features for sales people, but those tend to be focused on lead prioritization, email, and prospect activity notifications. So in short, those are the features that individual sales people will benefit from. Strong Features of Marketing Automation. I made a similar list for Marketing Automation: SFDC.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation CRM Salesforce.com 100

LeadSloth

MAY 5, 2010

Before – Social media is great way to get in touch with new prospect, in addition to the more traditional approaches like advertising and list buying. Social Media doesn’t change anything about that: capturing, nurturing and scoring simply isn’t very social. The big changes are in the phases before and after this.

Inbound Marketing 100

Inbound Marketing Marketing Automation CRM Social Marketing 100

LeadSloth

OCTOBER 20, 2010

It is an easy to understand, prioritized view of the hottest, most engaged prospects and accounts. There is no “AppExchange&# for Eloqua extensions yet, but I wouldn’t be surprised if they’re planning that already. Sales Enablement. Another new product is Eloqua Discover for Salesforce.com.

Eloqua 100

Eloqua Jigsaw Salesforce.com Work Management 100

LeadSloth

AUGUST 30, 2009

If you don’t properly nurture early-stage prospects, they will probably buy from a competitor. You improve your investment-to-pipeline ratio by focusing on the most cost-effective lead generation sources. Lead Nurturing fixes funnel leakage.

Marketing Automation Services 100

Marketing Automation Services Efficiency Marketing Automation Marketing Qualified Leads 100

LeadSloth

APRIL 24, 2009

Ardath is a talented independent marketing consultant who writes about using content to engage with prospective customers; she really gets Marketing & Sales collaboration. Adam – the former VP Marketing of the 451 Group – is finishing up a graduate project on marketing technology and publishes deep insights about marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation B2B Thought Leadership 100

LeadSloth

FEBRUARY 17, 2010

No worries, with Social Media you can offer prospects multiple ways to stay in touch: if they’re not yet ready for your email newsletter, maybe they want to “fan&# your company on Facebook, or simply subscribe to your blog’s RSS feed. In the beginning, they may not even register on your website, so they are still anonymous.

Marketing Automation Services 100

Marketing Automation Services Social Media Marketing Automation Social Marketing 100

LeadSloth

AUGUST 24, 2009

Unclear Prospect Profile(s). But there are limitations to what Marketing Automation can do, and I’d like to mention 7 possible reasons for project failure. And please share your Marketing Automation “horror&# scenarios in the comments below! Part of a good lead management process is knowing exactly who are involved in the sale.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Automation Marketing Management 100

LeadSloth

AUGUST 26, 2010

It will find a prospect’s Twitter, LinkedIn and Facebook profile, and it will pull relevant information into the Marketing Automation system. The tracking and ROI mechanism is already built into most Marketing Automation systems, so it just needs to be extended to Social Media. Lead Intelligence.

Marketing Automation Services 100

Marketing Automation Services Social Media Marketing Automation Social Marketing 100

LeadSloth

OCTOBER 4, 2009

My favorite session in San Francisco was presented by Maureen Thorman of National Instruments about customer segmentation based on web traffic: unfortunately this sessions will not be presented in Boston, that’s a bummer, because they used very advanced web analytics to improve the conversation with prospects and customers.

Manticore 100

Manticore B2B Marketing Marketing Management Marketing Automation Services 100

LeadSloth

AUGUST 17, 2009

Marketo mentions Accelerator campaigns, in which the prospect can choose to speed up the nurturing campaign. I don’t want to summarize the entire workbooks in this post, but I’d like to highlight a couple of smart ideas that are mentioned in these whitepapers. A simple and nice idea.

Lead Management 100

Lead Management Lead Scoring Lead Ranking ROI 100

LeadSloth

APRIL 15, 2010

After that, you still want to occasionally send something to prospects: even after years of ‘lurking’ some may suddenly be ready to buy. The longer the sales cycle, the longer you want to run a particular campaign. In B2B marketing, campaigns often run 3-12 months.

Lead Nurturing 100

Lead Nurturing Marketing Automation Lead Scoring Lead Ranking 100

LeadSloth

FEBRUARY 20, 2012

Don’t assume that qualified prospects will read all of your emails, they’re simply too busy and get too much email. A good nurture email helps convert prospects into paying customers. 1:1 coaching), only extend them to the most qualified prospects. Tip 3: Send More Emails. How many emails is enough? Conclusion.

Lead Nurturing 100

Lead Nurturing Marketing Automation Services Software Sales Qualified Leads 100

LeadSloth

MARCH 24, 2010

In B2B, a prospect doesn’t convert into a customer in a single interaction as is often the case with e-Commerce. Usually, it takes several interactions in the prospect lifecycle that help conversion from prospect to customer. So Campaign Influence measurement focuses on all campaigns that any prospect is responding to.

ROI 100

ROI Campaigns Marketing Management SEM 100

LeadSloth

JULY 29, 2009

An important aspect of Demand Generation are the offers: what will your prospects register for? The frustrating thing was: very few prospects managed to use it successfully, so the conversion rate to paying customers was almost too low to measure, maybe 0.02% or so. Prospects pay a fairly low fee to learn the product.

Work Management 100

Work Management Marketing Management Demand Generation Agencies Demand Generation 100

LeadSloth

JANUARY 12, 2010

The rep may try to contact the prospect several times but will give up after a certain point. Beyond the basic tactics for using each tool, there are going to be innovations in marketing automation that will help marketers better manage their efforts, measure results and target prospects. This will be the year of Revenue.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Sales Management Automation 100

LeadSloth

JUNE 30, 2009

In my opinion any B2B company needs both Inbound Marketing and Marketing Automation: the first to get in touch with new prospects, the second to move those leads through the funnel from suspects to sales-ready leads. calculating a lead score until the prospect is sales-ready. nurturing via email and other channels.

Marketing Automation Services 100

Marketing Automation Services Inbound Marketing Marketing Automation Automation 100