Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. It is the technology behind your demand / lead processes.

Five Myths of Lead Management

ANNUITAS

Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management. There is quite a bit of uncertainty on how companies should approach lead management and what it takes to achieve best practices. Lead Planning. Lead Routing.

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3 Lead Management Questions Sales will Ask Marketing

Modern Marketing

If so, the days of “the leads suck” conversation is in the past. Now you’re onto “the leads still suck, but please give us more” conversation. A healthy lead management process transcends sales and marketing, resulting in a unified view from inquiry through opportunity to revenue. Even a great lead management process will be questioned. Here are 3 questions sales teams often pose to marketing after implementing a lead management process.

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

B2B Lead Generation

Smart marketers apply some type of lead scoring to leads generated from website, SEO, and email initiatives. I recommend ranking trade show leads using the point-system outlined below – the higher the ranking, the hotter the lead.

Producing Revenue with Lead Management – Interview with Carlos Hidalgo

Marketo

by Katie Byrnes Two lead management experts, Carlos Hidalgo, CEO of the Annuitas Group, and Jon Miller, VP of Marketing at Marketo, had the chance to riff on a few hot topics in B2B marketing , including the current state of marketing automation , the decision of the Annuitas Group to go “vendor neutral&# and, obviously, lead management best practices. Go though your lead management steps and determine where you are with you data, lead planning, metrics, etc.

3 Tips to Stop Leads from Falling Through the Cracks

Marketo

by Maria Pergolino It’s one thing to generate leads. The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding. The key to generating, nurturing and closing leads is communication. Communicate with leads in time.

3 Lead Scoring Problems – And How to Solve Them

Modern Marketing

Few marketers would argue with the premise that “less is more” when it comes to delivering the right leads to sales. Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. But significant challenges still remain for most marketers in developing the right mix of leads that will generate the best results and not waste precious resources. Challenge #1: Inability to score or prioritize all leads.

3 European Marketing Trends

Modern Marketing

Lead Nurturing Knows No Boundaries. EMEA marketers are building multi-touch lead nurturing programs as part of their overall marketing strategy, and achieving tremendous results. Lead nurturing is essential not only to their demand generation processes, but also plays a vital role in customer loyalty efforts. Revenue Performance Management Is Ramping Up. Colt is a company on the road to Revenue Performance Management.

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Nine Variables To Consider When Creating Remarkable Content

Marketing Insider Group

Content, content, content and oh, by the way, the “inbound marketing” revolution that Hubspot is evangelizing is driven by content marketing; lead generation is driven by content marketing; you name it. Funnel Segment: Where will the buyer we are trying to reach be in their buying cycle?

The Four Pillars Of Revenue Performance Management

Modern Marketing

We had just launched a succesful campaign to sell residential condos in South Beach, Miami that resulted in 2,600 legitimate “leads.” But with only two in-store agents to follow up on them, how could they respond before the leads went cold? The solution Eloqua came up with is known today as lead scoring , and it’s a fundamental building block of sales and marketing alignment. We were on the path to Revenue Performance Management. by Paul Teshima | Tweet this.

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33 (of the) Best Marketing Strategy Guides and Insights of 2010

Webbiquity

Do we really understand why our customers buy from us? The 3 Reasons That Motivate B2B Buyers to Buy by The Marketing Melange. Bob Apollo suggests a three-phase plan to re-architect the sales and marketing process to better reflect today’s business buying process.

Don’t Limit Your Nurturing

ANNUITAS

Those marriage relationships that stop the conversation rarely lead to ongoing growth. Over time, as the buy cycle moves along, the conversations between you and the buyer become deeper and more focused on specific, rather than general needs.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals. How many qualified leads.

Meet The Parents: 6 Things To Watch For After A Merger

Modern Marketing

You might find some new employees have dynamite ideas for demand generation , but don’t have a fully integrated lead management process, for instance. Or a brother who can’t shop at Home Depot without buying an entirely new set of power tools? Map the keeper assets to your customer persona – or personas – and buying cycle stages. by Gaea Connary | Tweet this. A lot of companies have been feeling the urge to merge lately.

B2B Marketing Automation: Crawl, Walk, Run, Win

Sales Lead Insights

The bad news is that when it comes it comes to implementing marketing automation for generating, nurturing and qualifying leads, many B2B marketers are daunted by the perceived complexity. Build a multi-touch campaign with one or more touches per buying-cycle step.

Ten Ways the C-Level can Positively Impact Marketing and Sales (Part Two of Two)

ANNUITAS

17% cited difficulty in getting buy-in or support from the C-Suite. Part of the reason that executives are so hesitant to buy into marketing is that they’ve not been provided a solid business case for making the necessary investments into marketing that will improve their business. Yet marketing and sales need budget so they can adapt to the changing buyer, move them faster through the buying cycle, and ultimately drive revenue.

Modern B2B Lead Generation – 5 Key Areas to Manage

Marketo

Today’s marketers need to factor this into their lead generation tactics in order to attract and convert these prospects into qualified leads. Here are five key areas leading marketers are paying attention to now.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increased leads.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increased leads.

The A-Z Guide to B2B Lead Generation

NuSpark

I thought I’d have fun with this post and attempt to explain key principles of lead generation and inbound marketing in an A-Z glossary format. All activity of the lead generation process needs to be measured via a robust analytics program. Specific dashboards exist to manage each step of the funnel; from prospect attraction to conversion to lead close. Where marketing and sales need to work together as leads proceed through the funnel. L- Lead Nurturing.

Three Truths Behind Sales and Marketing Alignment

Marketo

by Bill Binch To create the best lead generation process, you’ve got to keep sales and marketing on the same page. There is a continuing challenge for marketing to fill the sales lead coffers. Collaborative lead scoring is the basis for effective qualification.

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Ten Ways the C-Level can Positively Impact Marketing and Sales (Part One of Two)

ANNUITAS

17% cited difficulty in getting buy-in or support from the C-Suite. Part of the reason that executives are so hesitant to buy into marketing is that they’ve not been provided a solid business case for making the necessary marketing investments that will improve their business. Yet budget is what is going to enable marketing and sales to adapt to the changing buyer, move them faster through the buying cycle, and ultimately drive revenue.

People Still Buy from People, but How We Sell Needs to Change

Marketo

by Fergus Gloster Companies engaging in B2B marketing and sales are starting to recognize that the way people buy has changed dramatically over the years, with the continued development of Internet search and the emergence of B2B social media.

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The 4 Secrets of Effective Prospect Nurturing

Hubspot

This is a guest blog post by Mari Anne Vanella , one of the 20 Women to Watch in Lead Management in 2011. If you uncovered an opportunity and you know their buying cycle, stay ahead of it.

Five New Year’s Resolutions for the B2B Marketer

ANNUITAS

I have said before that there is no better time to be in B2B Marketing and with all the momentum that was built up this year, I am anxiously waiting for what’s to come in 2011. With that in mind, let me offer up the Top 5 New Year’s Resolutions for the B2B Marketer in 2011. 2011 should be the year of the customer. Secondly, it is vital to create a map for each profile’s buying cycle. Doing so will lead to increased returns, and quick alignment with sales.

An Interview with Andrew Gaffney – Editor-in-Chief of Demand Gen Report

ANNUITAS

A few years ago that simply meant generating some leads and some new names for the sales team to pursue, but we are now seeing marketing teams play an active role on engaging prospects at each stage of the buying cycle. This requires new discipline in lead management, which many B2B marketers are still getting their arms around. The Annuitas Group: Based on the stats that are being pushed to the market, most companies are still struggling with lead generation.

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