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Lead Nurturing for Software Trials

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They signed up. What now? 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). This was in response to an article on trial conversion optimization that I wrote over a year ago.

Why Are Marketing Automation Managers So Hard to Find?

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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?

7 Reasons Why Marketing Automation Projects Fail

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Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee.

Eloqua Experience 2010

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This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun.

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

Guest Post: Best Practices in Marketing Automation

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By: Lisa J. Cramer, President & Co-Founder, LeadLife Solutions. There are certainly a lot of capabilities within marketing automation. As such there are a variety of best practices to be followed in order to maximize the use of these systems.

7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense

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Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. There has been a lot of talk in the industry about possible consolidation, such as vendors going out of business, becoming irrelevant or being acquired. This is the first transaction involving a major software vendor, so it deserves some notice. Everybody expected Salesforce.com to make a first move, but Oracle surprised us here :- ). People asked my opinion on this acquisition.

Learn Holistic Lead Nurturing

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Would you like to learn how Lead Nurturing can turn more of your leads into revenue? On a single afternoon in New York City, Silverpop brings together several expert speakers to discuss Holistic Lead Nurturing strategies.

Great B2B Email Copywriters: Where Are You?

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Lead Nurturing depends on great content. Not just eBooks, blog posts and webinars, but especially email content. Email is still the most effective way to promote your content, but it’s hard to get noticed in today’s overflowing inbox.

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

5 Questions That Will Double Your Email Response Rates

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Great lead nurturing content starts with great email copy. So I’ve created 5 questions to ask yourself when writing email copy. If you use these questions to optimize your emails, you’ll see a spectacular increase in response rates. Want to see more?

MA Monday San Francisco and Other Cities

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The next Marketing Automation Monday will be in San Francisco on March 21st. It is organized by Daniel Kuperman and hosted by Brighttalk (501 Folsom Street). It’s going to be the 3rd meetup in San Francisco, and we expect about two dozen Marketing Automation users, who will discuss integration with CRM and several other topics. Register for Marketing Automation Monday in San Francisco, March 21 @ 6pm.

Drip Campaigns: Tips From Marketing Automation Monday

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Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. The topics for these meetings was drip campaigns and lead nurturing. Lots of good ideas and best practices were exchanged, and I wanted to give you a quick summary in this blog post. Database Segmentation. Segmentation came up several times. You need to tailor your drip campaigns to different audiences.

Marketing Automation Trends for 2010

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2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. I have asked many of the vendors, consultants and thought leaders to give their opinion. The response was overwhelming: see below for all 18 (!) predictions.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Process Turns Marketing Automation Into Revenue

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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.

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

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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. However, Forrester states that Microsoft Dynamics CRM may actually be a better CRM product.

Social Media & Marketing Automation

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This week there was a discussion about Social Media and Marketing Automation in the LinkedIn Group of the Marketing Automation Association.

Finding Untapped Revenue in Your Marketing Database

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It’s sort-of like living on top of a goldmine, but you have to dig to get to the gold. Lead Nurturing takes a lot of effort, but it’ll pay itself back ten times over. With a solid nurturing strategy you’ll find new sales opportunities from leads who you thought were not interested.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

Assessing The Value of Your Lead Database

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This Wednesday I’m presenting a webinar called “Search and Rescue&# for your lead database , hosted by Loopfuse. It presents a 7-step process to generate revenue from existing leads, who were previously assumed “lost&#.

Hubspot Review

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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.

Plugging the Leak in the Middle of the Sales & Marketing Funnel

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I’ve recorded an introductory video on lead nurturing and how it can turn more raw leads into qualified leads. Effective lead nurturing will prevent prospects from falling out of the funnel before they are ready to talk to a sales person.

7 Steps to Finding Untapped Revenue in Your Marketing Database

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This Tuesday (June 22nd) I’m presenting a webinar on the 7 steps to finding untapped revenue in your marketing database. Do you have many leads in your database who have never been followed up on? If yes, you have a lot of untapped revenue in your database.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Upcoming Lead Management Events

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This week there are a couple of interesting Lead Management events, so I thought I’d share them with you in a short blog post: Hubspot Show & Tell , new features including lead management, June 8th (tomorrow). Genius Demand Gen Academy , series of 12 webinars, starting June 9th.

Social CRM, Inbound Marketing and Marketing Automation

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Today I’m a panelist at the Silverpop Client Summit and we’re talking about Social CRM, Inbound Marketing and Marketing Automation, moderated by Adam Needles.

Lead Nurturing Checklist for Marketing Automation

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If you want to make a start with Lead Nurturing, what are the right questions to ask? And what are the decisions that you need to make? In this post I present a short checklist of questions to ask before you get started with lead nurturing: Do you want to nurture new leads, existing leads or both?

Sales 2.0: Marketing Automation & Salesforce Chatter

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Today I’m at the Sales 2.0 Conference in San Francisco. I write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

5 Ways to Use Social Media in Marketing Automation

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This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. I will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media.

B2B Marketing Events 2010

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What are the key events to attend when you’d like to learn more about B2B Marketing, Marketing Automation, Lead Management? I’ve compiled a list of the events that matter: B2B Marketing Events for 2010.

B2B Marketing Analytics

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On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do.

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Is Content Marketing the New PR?

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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. I came up with two low-fi sketches.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

9 Marketing Automation Metrics

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Marketing Automation is on its way to the peak of the hype cycle. People start adopting software because it’s cool, not because they know what to do with it. The result: inflated expectations.

What is the ROI of Lead Management?

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Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Similar books, but each with their unique approach and lots of smart advice.

Are You Old Enough for Inbound Marketing?

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The tech industry is known for inventing new names for existing things, mainly to promote their own company. Great for them, but bad for customers: there’s always so much confusion about these new terms (earlier I wrote about the confusion around Demand Generation and Sales 2.0 ).

Inbound Marketing Automation

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Should Marketing Automation systems add Inbound Marketing tools as standard features? Or is it better to keep those tools separate? I brought up this question in my previous blog post , and Maria Pergolino had some very good comments on which tools to use and how to integrate them for ROI reporting.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.