Why Are Marketing Automation Managers So Hard to Find?
OCTOBER 16, 2009
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
AUGUST 24, 2009
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.
Guest Post: Best Practices in Marketing Automation
OCTOBER 26, 2010
In 2009, Lisa was recognized as one of the top five “Most Influential People” in sales lead management. By: Lisa J. Cramer, President & Co-Founder, LeadLife Solutions. There are certainly a lot of capabilities within marketing automation.
Marketing Automation Trends for 2010
JANUARY 12, 2010
2009 was the year in which Marketing Automation really took off. See also her recent blog post Five B2B Marketing Surprises From 2009. 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.
What is the ROI of Lead Management?
AUGUST 17, 2009
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?
JULY 22, 2009
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
JUNE 30, 2009
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.
Review of FormAssembly Form Builder
APRIL 15, 2009
On this blog I primarily write about integrated Lead Management systems , rather than small tools. However, in a previous post I wrote about a project in which I’m replacing a full-blown Marketing Automation system with tools that add on to Salesforce.com.
ActiveConversion Review - SMB Lead Management
MARCH 16, 2009
From Web Analytics to Demand Generation. ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ).
How Are CRM and Marketing Automation Different?
NOVEMBER 16, 2009
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. I 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.
MarketingSherpa B2B Marketing Summit Boston
OCTOBER 4, 2009
Monday and Tuesday I’m attending the Boston MarketingSherpa B2B Marketing Summit. About two weeks ago I attended the San Francisco event, which had a similar program and exhibitors. In this post some thoughts about the program… First of all, the best thing about this event is that the speakers are marketing practitioners, not vendors. This ensures that you get lots of real-life advice.
8 Tips to Get Started with Marketing Automation
SEPTEMBER 24, 2009
“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!). Choose Your Products and/or Business Unit.
LeadSloth Marketing Automation Blog – Survey Results
SEPTEMBER 24, 2009
LeadSloth Marketing Automation Blog – Survey Results. About two weeks ago I posted a survey that asked the LeadSloth readers what they wanted to read about. As it goes with surveys, it took some effort to get people to fill it out. But this week it reached critical mass, so I was able to draw some interesting conclusions. The Most Requested Topics. The top 6 topics mentioned in the survey were: Metrics & ROI. Marketing Automation Best Practices. Lead Nurturing / Drip campaigns.
What Should LeadSloth Write About?
SEPTEMBER 8, 2009
I’ve been writing this blog for a while now, but I’ve never explicitly asked for your input. The topics have been diverse, and I’d like to focus a little more on what you would like to read about. So please tell me about your preferences! Can you please fill out this questionnaire? If you have any questions, please let me know (jep on leadsloth dot com). Loading… Tags: Uncategorized LeadSloth survey
Marketing Automation ROI: Efficiency or Revenue?
AUGUST 30, 2009
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.
B2B Marketing University: What Do You Want to Learn About?
AUGUST 27, 2009
There has been quite a bit of change in B2B marketing over the past couple of years. Buyers have moved online, which has had a major impact on the buying process. 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.
B2B Pay Per Click Advertising
AUGUST 11, 2009
Interview with Terry Whalen from CPC Search. To generate demand for your products, it’s not enough to nurture the existing leads in your database. You also need a steady stream of fresh leads coming in. There are many ways to find these new leads: inbound marketing, search advertising, tradeshows, lead programs, etc. They all have their pros and cons, and most companies use a combination of strategies.
Measure Your ROI on Social Media Leads
AUGUST 4, 2009
On Tuesday Genius.com announced the Genius URL Shortener (GURL), which makes it easier to measure the results of social media campaigns. At first I thought: “what’s new about that? , and Marketo wrote a post on an alternative way to create tracking links. But when I read Ardath Albee’s post about the Genius URL Shortener I really got it: GURLs are cool! Lead Source Measurement Needs Improvement. Tracking where a visitor comes from is not a new technique.
Free Trials Aren’t What They Used to Be
JULY 29, 2009
An important aspect of Demand Generation are the offers: what will your prospects register for? A popular offer for software vendors is the free trial. I read an interesting article on the decreasing effectiveness of free trials as a lead generation tool in the DemandGen Report.
Social Media for B2B Lead Generation
JULY 16, 2009
Earlier this year Jame-Ane Ervin wrote a great post about the results of promoting her webinar via Social Media. She got a 400% increase in leads! Now that’s effective use of social media. A couple of weeks ago I met one of the founders of the site Social Media B2B : Jeff Cohen ( @dgtlpapercuts ). We started talking and he asked me to write a post about using Social Media for B2B Lead Generation, as LeadSloth has done a fair bit of work in that area.
SEO Optimization - 3 Steps to Success
JULY 14, 2009
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.
Demand Generation Blogs Continued
JULY 10, 2009
In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. Of course, there were many great blogs that I forgot to include, so here are the remaining ones! B2B Marketing Zone. This is more of a meta-blog, aggregating a large number of B2B blogs, including this blog.
Marketing Automation Introduction
JULY 8, 2009
Many posts on this blog are fairly in-depth, so it was fun to write an introduction to Marketing Automation on the Genius.com blog. For easy digestion, I split up the marketing automation process in four steps: Getting more visitors to your website. Get more visitors to register. Lead nurturing and scoring. Marketing & Sales Collaboration. In addition to the overview article that I linked to above, I’ve written one post for each step. Those will be published this week and next week.
Inbound Marketing & Marketing Automation
JUNE 23, 2009
The Marketing Automation industry is evolving continuously. Many digital marketers are using marketing automation tools to automate lead nurturing. But if you want to expand your business, you also need to continuously add new leads to your database. Traditional lead sources are tradeshows or lead programs with magazines. Those are definitely useful, but the number of leads is low and the cost per lead is high.
Interview about Marketing Automation on the Genius blog
JUNE 11, 2009
Parker Trewin at Genius just posted an interview with me on the Genius blog. It gives some background on the name ‘LeadSloth’ and my plans for the future. We also discuss some trends in the Marketing Automation space.
Freelance Marketing Automation Consultant
MAY 16, 2009
This week I’m finishing up my day job as Sr Marketing Manager at Backbase, and will be available full-time for Marketing Automation Consulting. If you have Marketing Automation challenges, I’d love to hear from you ( or toll-free 1-888-4A-SLOTH). I have hands-on experience with Marketo, Market2Lead, Pardot, Hubspot, Salesforce.com, DemandTools, various Email Service Providers, multiple CMSs (Wordpress, Drupal), and a range of other tools.
Top-10 Demand Generation Vendor Blogs
APRIL 29, 2009
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. 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 alphabetical order: ActiveConversion B2B Marketing Blog. This is my new discovery. Recently, they are writing more posts, and some good ones too!
Top-10 Marketing Automation Blogs
APRIL 24, 2009
A couple of people recently asked me which blogs I’m frequently reading. So here’s the list. Please send me your favorite blogs, because there must be lots of great Marketing Automation blogs that I haven’t found yet! BTW 1: Some of these blogs are more about lead generation, demand generation or inbound marketing, so maybe the title of this blog post is not ideal. But regardless of the terminology, these are the blogs that I enjoy most :- ).
Abandon Your Marketing Automation System!?
MARCH 22, 2009
I’m working on an interesting project right now: moving away from a marketing automation system. The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. Smart or foolish? I’d love to have your input on the potential pitfalls (and benefits) of this approach. Background. The company in question has used a comprehensive marketing automation system for about 2 years.
2009 Big List of B2B Marketing and Sales Blogs
Proteus B2B Marketing Blog
AUGUST 27, 2009
With all the micro-blogging, I’ve often wondered whether the number of bloggers who actually create original, substantial content is decreasing. Don’t get me wrong, you can create meaningful thought in 140 characters, but it’s a lot easier to write 140 characters (no matter how well crafted) than it is to consistently create original content for [.].
Sales Ready Leads: Quality vs. Quantity
AUGUST 3, 2009
The topic of Quality vs. Quantity in demand gen has been a constant debate.
6 steps to writing a better Request for Proposals, a primer
JUNE 19, 2009
We believe strongly in Requests for Proposals (RFPs) as a tool for companies to find the best products and services at competitive prices, but also as an evaluation method for finding that elusive "best fit".
2009 Junta42 Golf for Autism Another Success - $30k in Proceeds in 3 Years
AUGUST 17, 2009
Our original goal for 2009 was $12,000. 2009 was our first year and we have every intention of participating next year. It was another perfect day for an amazing cause. On August 14th, nearly 100 golfers and over 80 sponsors and contributors came together to raise more than $10,000 to help get children with autism get speech therapy services. All proceeds for the event go to Easter Seals Northern Ohio.
TriComB2B: Smart. Strategic. Technical. - Technically Focused B2B Marketing Agency - formerly TriCom Marketing & Communications
JUNE 1, 2009
more » News / Press Releases TriComB2B Named as 2009 Best Places to Work Winner.
13 Top Books for CMOs - Recommended by The CMO Club
MARCH 5, 2009
Pete Krainik of the CMO Club posted thirteen books that members of the CMO club have recommended. Great list : Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Business Stripped Bare: Adventures of a Global Entrepreneur. Clued In: How to Keep Customers Coming Back Again and Again. Crucial Conversations: Tools for Talking When Stakes are High. Leading Change.
Top 20 CRM Blogs of 2009
B2B Lead Generation Blog
JANUARY 29, 2010
Read Forecasting Clouds' Top 20 CRM Blogs of 2009 Forecasting Clouds ranked the top 20 CRM blogs based on their content, readability and frequency of posting. I'm honored to have been included on the list. As I read over the list of blogs, I discovered some new ones worth reading along with a number of bloggers I already follow. Here's a partial list of the CRM blogs on their list: PGreenblog and CRM: The Conversation – Paul Greenberg. Beagle Consulting Blog – Denis Pombriant.
What Exactly IS Digital Body Language?
Digital Body Language
JUNE 18, 2009
I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons. However, I have not really taken a moment to define the term, as I realized recently after a presentation on the topic.