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The State of B2B Lead Nurturing [New Benchmark Research]

Modern Marketing

Bizo recently released a survey that found lead nurturing is a critical tool for marketers, but at the same time, there is plenty of room for optimization, particularly when it comes to email. Lead nurturing, however, still has its share of challenges. Lead Nurturing

How Many Lead Nurturing Campaigns Should You Run? [CHART]

Modern Marketing

by Egan Cheung | Tweet this Lead nurturing is a type of automation focused on leads who are not yet ready to buy. A best practices question around lead nurturing I have often heard is whether or not you can overdo it?

Trending Sources

6 Lead Nurturing Strategies for Beginners

Modern Marketing

by Jesse Noyes | Tweet this This article comes courtesy of Joe Cordo , Chief Marketing Officer at Extraprise , an Eloqua partner and lead generation services firm. There are tons of articles, posts, even graphics about lead nurturing out there. Nurturing is a critical way to keep prospects engaged and headed down the path to purchase. Here are six strategies to review before you launch into lead nurturing.

4 Lead Nurturing Campaigns to Run After the Sales Cycle

Modern Marketing

by Dan Pecoraro | Tweet this We often talk about lead nurturing campaigns as if they are monolithic. The “Lost the Deal” Nurture. With lead nurturing you can focus the customer’s attention on the competitor’s weaknesses and set high standards for their satisfaction. The “Don’t have Budget Right Now” Nurture. Since most B2B companies don’t offer a layaway plan, you’ll often come across good prospects where the timing is just a bit off.

3 Cool Lead Nurturing Programs You’re Not Running

Modern Marketing

by Jennifer Talcott | Tweet this I’ve been in the marketing automation community for about 7 years. In that time, I’ve seen lead nurturing go from “nice to have” to a hard-set business requirement for major, fast-growing businesses. While there’s something to be said for the standard use case meant to educate prospects, lead nurturing can do so much more. The “Introduction to Sales” Nurturing. The “Competitive Sale” Nurture.

How to Start Your Company’s Discussion About Marketing Automation

Modern Marketing

Here’s a shortlist of conversation starters about marketing automation to share with your team: Change the traditional silos of sales and marketing teams by using agreed-upon common definitions and revenue goals.

The 14 Best Marketing Automation Tools


Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) 7) Oracle Eloqua. 9: The 14 Best Marketing Automation Tools.

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Marketing Automation Simplified: The Small Guide to Big Ideas [eBook]

Modern Marketing

We at Oracle Eloqua emphasize The 5 Tenets of Modern Marketing as the core competencies for success. So we sought out a way to break down the moving parts of marketing automation — the force helping sales, marketing, and other teams establish the right recipe for success.

6 Ways To Maximize Your Webinars With Automation Technology

Modern Marketing

A majority (61%) of marketers surveyed cite webinars as an effective content marketing tactic, according to the CMI and MarketingProfs report B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America. Marketing automation adds a power punch to your webinars.

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Common Concerns With Marketing Automation: Where Do You Rank?

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jennifer Stoll , Head of Strategic Planning at Pepper North America, an Oracle Eloqua Gold-Certified Partner. Not surprisingly, by the end of 2014, 70% of respondents will have invested in marketing automation.

6 Signs You Need Marketing Automation

Modern Marketing

by Michael Martin | Tweet this You’ll feel it when it happens: When you’re spending all your time managing lists and unsubscribes; when the sales team won’t return your calls; when all the good leads seem to land with your competitor. Marketing automation makes it actionable.

Does Automation Impact Lead Conversion Rates? [CHART]

Modern Marketing

by Paul Teshima | Tweet this We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation , to those without, we were not surprised to see that automated campaigns on average have a >200% higher conversion rate.

Who Won at the European Markie Awards

Modern Marketing

by Sheila Lahar | Tweet this The annual Markie awards have become synonymous with marketing automation and Revenue Performance Management best practices. As Eloqua’s customer base grows, we’re hearing more and more about the achievements of marketers across the pond. So, it was time to bring the Markie awards to Eloqua Experience Europe. Leads are moving through the funnel at a faster rate and conversion rates have increased.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

It has a pretty low profile in the B2B marketing automation world, partly because it serves a mix of B2C and B2B clients but mostly because it started as a marketing operations management system. Even a good B2B platform might not.

How to Nurture Contacts Beyond the Inbox

Modern Marketing

Marketing automation systems are primarily known for automating email delivery, lead nurturing, database segmentation, and marketing attribution analysis, among other things. Here’s what you need to know: Nurture Known Contacts Beyond the Inbox.

5 Surprising Uses for Marketing Automation

Modern Marketing

by Christina Pappas | Tweet this What’s the first thing that springs to mind when you hear the words ‘ marketing automation ’? For me, it’s email campaigns, lead nurturing, lead scoring, lead generation and lead management. But there are so many other ways to get more out of your marketing automation investment, from smoothing out the recruiting process to pushing real-time info to sales. Automating alerts is a huge benefit to your sales team.

5 Steps to Feed the Content Beast

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Candyce Edelen , CEO of PropelGrowth , a B2B financial services marketing firm in Princeton, NJ.

Content Marketing – Are You Getting 35 million Inbound Leads?


B2B lead generation and lead flow are critical to your business. In their keynote address to the Inbound12 conference , they announced that HubSpot customers will see over 35 million inbound leads in 2012 — a 500% increase over 2011.

Content Marketing – Are You Getting 35 million Inbound Leads?


B2B lead generation and lead flow are critical to your business. In their keynote address to the Inbound12 conference , they announced that HubSpot customers will see over 35 million inbound leads in 2012 — a 500% increase over 2011.

Two Big Problems Between Sales & Marketing – And How to Solve Them

Modern Marketing

This exact situation was the topic of conversation yesterday at Dreamforce ’12 during a discussion among Splunk’s CMO Steve Sommer, Senior Vice President of Sales Tom Schodorf, Eloqua’s President, Alex Shootman , and CMO Heidi Melin. But they also discussed practical ways to solve the problem, leading to a happy state of sales and marketing alignment. Problem 1: The Lead Quality Problem. This one is marketers are all too familiar with – the dreaded “the leads suck!”

Who Won a Markie Award?

Modern Marketing

That’s the feel and color from the annual Eloqua Markie awards. Best International Campaign: Rockwell Automation. Best Lead Nurturing Program: FIS Global. Best Lead Scoring Program: LinkedIn. Connecting in the Eloqua AppCloud: Trend Micro.

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Marketing Automation, Set It and Forget It

Puzzle Marketer

Whether you’re a B2B or B2C company, it’s advantageous to manage your customers and prospects in one of the many customer relationship management (CRM) systems. This obviously allows you to match your customers with sales transactions, but more importantly for marketers it allows you the option of layering on a marketing automation system that can deliver targeted messages at the right time without continuous management by additional personnel.

3 Reasons Why Sales and Marketing Don’t Agree on “Lead Generation”

Modern Marketing

Marketing says “tomato”, and sales says, “Give me more leads.” ” When it comes to lead generation , these two organizations often view the same topic from entirely different perspectives. Like some sort of twisted Pavlovian experiment with leads, we’ve conditioned them to sit at different ends of the demand generation funnel, looking at it through different lenses and taking action in different ways to achieve the same goal.

6 Ways Marketing Can Help Generate Early Leads for Sales

Modern Marketing

What does sales want more,” he asked, “qualified leads or early leads?”. Getting to prospects is paramount, but so is focusing on the most qualified leads. Marketers need to include a capabilities matrix, competitive matrix and an FAQ document as early in the lead nurturing process as possible. With tools like batch email signatures, marketing can help introduce individual sales reps as the trusted adviser when all of the nurturing appearing to come from sales.

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10 Actionable Content Marketing Tips: Content2Conversion Conference Recap

Modern Marketing

This was one of many central takeaways from Demand Gen Report’s B2B Content2Conversion Conference this week at the Times Center in New York. And when it comes to leads, Lady Gaga’s mantra does not apply — they simply aren’t born this way. You can’t nurture leads without content.

How to Treat Your Customer Like Prospects

Modern Marketing

At Eloqua, we use a multi-channel approach, using traditional tools like customer newsletters and our online community Topliners. A customer expressing interest in a certain topic can be nurtured with information about related topics and products. How to Treat Your Customer Like Prospects is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

What Marketers Need to Deliver the Right Product, Right Place & Right Time

Modern Marketing

Understanding a lead’s interests and preferences is just half the battle. ” You want to reach leads when they’re thinking about you. Emails can be targeted, connecting leads with the kind of content that moves them closer to signing a deal.

Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments.

5 Ways to Improve the Quality of Your B2B Leads

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer Are you generating lots of leads but few sales? You might have weak leads. Here are 5 ways to quickly strengthen your B2B lead quality and sales. But what they really want are more quality leads.

Do Marketing Awards Matter? [CHART]

Modern Marketing

Eloqua Experience is a little over a month away and with it comes the 2012 Markie Awards ceremony honoring excellence in marketing. We decided to compare the twenty 2011 Markie winners to the Eloqua Benchmark Index for the last four quarters.

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Is “social media campaign” an oxymoron?

Chris Koch

I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Marketing automation vendor Eloqua released a SlideShare entitled 10 ways to “solve” Facebook for B2B. The presentation mostly hypes Eloqua’s Facebook campaign, but a couple of things stood out for me. One was that a sweepstakes drove 43% of the traffic to Eloqua’s Facebook page, far more than other sources.

Chart: The Holidays are Hot for B2B

Modern Marketing

It makes sense that B2C companies push out more emails and see greater page views during the holiday season than their B2B counterparts. What’s surprising is just how much action B2B companies see around the holidays. Clearly, the holidays are a hot season for B2B brands, too.

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What B2B Marketers Need To Know About Video

Modern Marketing

Meanwhile, 72 percent of B2B buyers now watch video content throughout their entire path to purchase with nearly half of those viewing 30 minutes or more while researching a company. Step #4 – Finding the balance between generating awareness and generating leads.

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Are You Over Analyzing Your Lead Scoring? [CHART]

Modern Marketing

by Andrew Stanbridge | Tweet this Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Typically, a lead’s profile is scored A through D while a leads engagement is scored 1 through 4.

5 Lead Conversion Tips That Work for Any Marketing Program

Modern Marketing

by Elle Woulfe | Tweet this If you send every “lead” to sales, regardless of quality, they will have to kiss a lot of frogs to find the prince. Lead scoring makes evaluation scalable and automated so the ready prospects go to sales, and others get nurtured. But even with scoring and nurturing today, you should have a follow-up formula. That next touch can help advance leads to the next stage. Here are 5 lead conversion tips to do just that.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”


B2B lead generation and lead management is a complicated process that can’t be detailed all in one book. It’s easier said than done which is why firms like mine exist, to implement proper lead generation tactics that build revenue. Lead Nurturing.

Mining The Buyer Perspective: Steps to Lead Routing, Scoring, And Nurturing Success

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , a leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales.

How to Spark a Romance Between Sales and Marketing

Modern Marketing

For sales and marketing this often means agreeing exactly on what qualifies as a “lead.”. Lead scoring can help bring them together on lead follow up. By setting a common set of criteria for what an ideal lead looks like, setting up a scoring system ensures only ‘sales-worthy’ leads make it into the hands of sales for follow up. Sending over hot leads to sales and seeing success on those marketing-generated leads makes everyone happy.

From a Challenging Marketing Past to the Most Promising Marketing Future: Top Takeaways from the 2011 B2B Roundtable Webinars

B2B Lead Generation Blog

Some people say I’m an expert in B2B lead generation because I wrote a book on it, but you know what? This past year has been especially illuminating thanks to the brilliance of smart marketers who are expanding and perfecting the lead-generation concepts I wrote about years ago.

Busting 12 Myths about Marketing Automation Tools

Hinge Marketing

Marketing Automation is more than just a new marketing buzzword and the current “shiny object” for marketers. When done well, marketing automation empowers marketers to drive revenue growth by delivering highly qualified prospects to the business development team.

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