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Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score


When most people start implementing inbound marketing, they're primarily worried about getting enough new leads in the funnel. But once you have a lot of leads, you need to figure out who's really interested in your product and who's just starting to look around. 4) Email Engagement.

Good Forms, Great Leads: How to Use Web Forms Strategically

Marketing Action

In a conventional marketing strategy (especially if you have a long sales cycle) this may seem like good sense, but it can fundamentally cripple your ability to identify, segment, and target that lead so you could nurture them through a faster marketing and sales cycle.

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Trending Sources

5 (+ 1) Questions to Ask Predictive Analytics Vendors: SiriusDecisions Edition


Predictive analytics is a hot topic for B2B lead generation professionals, prominent on the event agenda and well represented by the sponsors in attendance. Does your scoring model look at accounts or people? How much data do I need to build an effective scoring model?

9 Ways to Make Your Marketing Analytics Actionable


Tracking your marketing analytics can provide a ton of great insight into the performance of your marketing initiatives, show your boss how marketing is faring, and help you to prove that inbound marketing is really paying off. But that's only a small piece of why analytics are valuable.

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5 Key Differences Between Email Marketing and Marketing Automation


You’ve started to gather a critical mass of leads. Even better, you have a direct way to talk to them, via their inboxes, and they’ve opted in to your email list, so they do expect to hear from you. Email Behavior Tracking vs. Web Behavior Tracking.

How to Fix 4 Toxic Marketing Problems With Analytics


The beauty of doing marketing today is that tools like Google Analytics, Omniture, or HubSpot's data and insights make marketing easier. Here's how you can use marketing analytics to solve four of your most irksome marketing challenges! Fix It: Enter closed-loop analytics.

Avoid these 10 Marketing Automation Rookie Mistakes

Modern Marketing

Take your company’s lead scoring strategy. Using marketing automation as a glorified email marketing tool Not using marketing automation to the fullest is the same as buying a Ferrari that you only drive to the grocery store on weekends. Lead Scoring.

How to Get the Most Out of Visitor Tracking

Lead Liaison

Lead Liaison can boost conversions on your website – but not without taking some steps to tie in these methods. Lead Liaison provides a number of active methods to convert visitors (see graphic below). Easily integrate web forms with Lead Liaison. Integrate Email Campaigns.

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Lead generation, lead nurturing and determining the time for the handoff to Sales would be extremely difficult without that technology. Add lead scoring and tracking through that final conversion to sale and the task is flat out impossible without automation. Case Study #1 – Marketing Automation: 200% increase in lead volume for software company after implementation. Case Study #4 – Marketing Automation: IT company boosts leads 59%, generates $1.5

Businesses See 500% Lift in Email Conversion with Personalized Video


Inboxes are becoming more cluttered with the average person interacting with 121 emails each day. Email response rates are abysmal – just 18 percent of marketing emails get opened, and recipients only click through 2 percent of them. Marketers live in challenging times.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

B2B marketing automation vendors generally position their systems as a replacement for separate applications including email, forms creation, Web analytics, content management, and reporting. Doesn't marketing automation include email and a whole lot more?

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Workflow-oriented, highly detailed behavioral data, analytical queries.

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The Best of the Best: 2016 Video Marketing Awards


It’s not every day someone emails you to say ‘thank you’ for the campaign you’ve run, or the video you’ve made. All campaigns take effort, but really great video usually goes above and beyond. Video Marketing Campaign of the Year – Lenovo & Traction.

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A Lead Generation Plan Begins With Content Marketing Strategy


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


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.

How Context Strengthens Your Entire Marketing Funnel


Ideally, you should be working to carry information and context about your leads throughout the different stages of your funnel -- minimizing as many breaks in your marketing chain as possible, and strengthening the impact of your marketing. Forms & Landing Pages.

Let’s Celebrate the 2017 Markie Awards Finalists!

Modern Marketing

They know their buyer profiles and have created targeted campaigns that drive engagement and ROI. Still focused on relationships, the campaigns about the Clube have an engagement 141% higher than the other campaigns. Best Email Marketing Campaign.

I’m a Marketer – Why Should I Care About Sales?

Marketing Action

Sales: “The leads from marketing are weak!”. Marketing: “Sales can’t close on the great leads we give them!”. Two little words can lead to a harmonious relationship between former rivals: Sales enablement. Lead Scores and Alerts – Have a Plan.

Which Marketing Software Applications Matter to B2B Marketers?

Marketing Action

Software for email marketing, customer relationship management, and web analytics can improve overall results by reducing manual processes, improving productivity, and providing much-needed insight into what works – and what doesn’t.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

email campaigns per week, up from 15.4 And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. The old email marketing strategy of batch and blast or spray and pray is no longer effective.

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Businesses See 500% Lift in Email Conversion with Personalized Video from Vidyard


Personalization helps Act-On, Cetera Financial Group, Lenovo and Tradeshift get – and keep – audience attention in crowded email inboxes . By using personalized videos within email and content marketing campaigns: Act-On increased video engagement by 182 percent and time-on-page by 62 percent. Cetera Financial Group saw a 600-percent increase in email click-through rates. Tradeshift increased page views by 231 percent.

Marketing Automation: 6 Examples of Success

Marketing Action

US Fleet Tracking achieves $30,000 revenue in Black Friday campaign. Within a few short days of implementing Act-On, US Fleet Tracking launched its first campaign on nothing short of the biggest eCommerce day of the year. Increase in qualified leads and sales.

3 Steps to Choosing the Right Marketing Automation Solution for Your Agency

Marketing Action

The marketing automation solution you choose should support: Asset creation, such as email messages, landing pages, and online forms. Easy, minimal-click campaign creation, management, and scheduling. Lead generation, lead scoring, and lead management capabilities.

How to Capture New Customers – i?marketing (Part 3)

Marketing Action

The three core tactics of your capture strategy are forms and landing pages, calls to action, and the identification of website visitors. Let’s look at each in turn: Forms and landing pages. In other words, these pages convert at a high rate. Test your page.

Adding Marketing Automation to your Digital Mix

Modern B2B Marketing

To illustrate, let’s look at a few ways marketing automation can help with a digital B2B marketing mix: Campaign Design. Email integration. Landing page optimization and development. Integrated analytics. Lead Scoring.

Demand Generation Implementation Survey: Half of Users Deploy Basic Features in One Week

Customer Experience Matrix

first done: first week first month second month third month later never total % used outbound email campaign 22 8 5 1 0 0 36 1.00 campaign response reporting 12 15 3 2 4 0 36 1.00 lead transfer to CRM 18 5 8 0 2 2 35 0.94 landing page 19 9 2 0 2 4 36 0.89 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89 Web site analytics 14 7 6 2 2 4 35 0.89 Webinar campaign 5 13 5 1 6 5 35 0.86

Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration. Pricing begins at $4,000 per month for the base version with up to 10 users and 250,000 emails.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. Users first create the lead flow and link it to recipient and suppression lists that will determine who enters the flow. For example, the retrial node might check every hour to see whether someone has responded to a previous email. Esthetics aside, however, the actual capabilities of the lead flows are still somewhat limited.

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, integration, reporting and content management. The system then draws on Aprimo’s heritage in marketing management to add detailed cost tracking, project management, asset workflow including annotation and commenting on PDFs, and a flexible campaign calendar.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. The greatest divergence from industry norms is Treehouse contacts always enter campaigns by completing a form. Other systems select campaign members with rules that can access a broader set of data. Web analytics.

Oh, the Irony! Do Demand Generation Vendors Have A Sound Marketing Strategy?

Customer Experience Matrix

There are literally dozens of vendors offering “demand generation” software, which can be roughly defined as systems to generate and nurture leads before turning them over to sales. Their function lists usually sound pretty much alike: outbound email campaigns to generate leads; Web landing pages to capture responses; lead scoring to determine how to treat them; multi-step email campaigns to nurture them; integration with sales automation systems; and analytics to track the results.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. All that’s missing to be full-blown demand generation system is outbound email and lead nurturing campaigns—which the company has announced it will add.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Google Analytics. Buyers Set the Pace for B2B eMarketing - Marketing Interactions , November 16, 2010 The ability to instantly publish content, send email, and Tweet give the impression that speed is a marketer’s friend. 4 Reasons B2B Companies Should Use Linkedin Company Pages, Plus 4 Examples and 4 Tips to Get Started - Modern B2B Marketing , November 3, 2010 Have you seen the changes to the LinkedIn Company Pages? Social scoring will change your life.