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Is Marketing Automation Right for Every Company?

The Point

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent.

Marketing Automation Simplified [Slide Deck]

Modern Marketing

by Eloqua | Tweet this Looking for more information about marketing automation, but afraid to ask? Calm your marketing chaos! Marketing Automation Simplified from Eloqua.

Trending Sources

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?”. Marketing automation simply takes nurturing to a whole new level.

3 Lead Management Questions Sales will Ask Marketing

Modern Marketing

by Doug Sechrist | Tweet this Most of you regular readers have hopefully broached the sales and marketing alignment discussion within your organization and are on your way to a building a lean, mean, revenue-producing machine. 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. Even a great lead management process will be questioned.

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. For a real-life example of this lead generation disconnect, read my post, Manufacturers: Don’t Start a Lead Generation Campaign without Sales.

Which B2B Marketing Automation Features Actually Get Used? Here's Some Data.

Customer Experience Matrix

I’ve been writing a paper on the stages that marketers go through when deploying their marketing automation systems, the basic point being it’s important not to stop with just one feature. More than 800 responses from the B2B Technology Marketing Community on LinkedIn.

The 14 Best Marketing Automation Tools

Webbiquity

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.) ” — Marketing Insider Group.

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Global Software Provider Mikogo Uses Marketing Automation to Drive Results

Marketing Action

Rapid growth, lots of leads, and a busy sales team. It is, but it can become a problem when you don’t have the right information to qualify leads and reach out to each one in a targeted, relevant way. Too Many Leads, Not Enough Time. Results that Lead to Revenue.

6 Tips for Symbiotic Sales & Marketing Lead Management

Hubspot

Planning meetings and informal discussions go a long way toward repairing the rifts between sales and marketing, but both teams need to see the impact of those conversations to really establish trust. Tip # 1: Focus on Both Lead Quality and Quantity.

Key to Marketing Automation Success: Process First, then Campaigns

The Point

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. And that fact, I would propose, is a good sign for a maturing market. It would appear that companies are now waking up to the fact that no marketing automation software can be successful without a proper strategic foundation.

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” What are the most important things to look for in a marketing automation vendor? Increase the rate and volume of qualified leads passed to field sales.

Inbound Leads: To Pre-qualify, or Not To Pre-qualify? 15 Expert Views, Part 3:

ViewPoint

Is it necessary to pre-qualify inbound leads? Over the course of this three part series, you’ll hear from 15 leading voices in the world of sales, marketing and lead generation, as they share their insight in response to the following questions: Are companies wise to invest money and time to pre-qualify inbound leads from marketing automation systems that have been assigned a “perfect” lead score?

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Marketing Automation—Three Success Tips from John D. Rockefeller

Modern B2B Marketing

Rockefeller were a marketer today, there is no doubt that he would be finding success using marketing automation for lead scoring, lead management, lead nurturing, and so much more. In marketing, many of us spend too much time wildcatting for leads.

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3 Ways to Use Lead Scoring Within Your Marketing Automation Programs

Customer Experience Matrix

I wrote last week about the difficulty of linking marketing leads to sales results. One reason the topic was on my mind is I’m also thinking a lot these days about lead scoring. The practical use of lead scoring is to decide which leads to pass from marketing automation to sales, or, even more pragmatically, to predict which leads will be accepted by sales.* But the ultimate goal is to identify the leads most likely to generate revenue.

The B2B Online Marketing Playbook: A CEO’S Guide to Risks and Rewards

Marketing Action

That’s especially true when it comes to marketing technology. There are so many options out there – it seems like everywhere you look, there’s a new way to spend your marketing dollars. How can you find the marketing tactics that will work for your company?

5 Simple Ways to Take Your Lead Nurturing Program to the Next Level

The Point

You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? We need to talk.

Inbound Leads: To Pre-qualify, or Not To Pre-qualify? 15 Expert Views, Part 2:

ViewPoint

Is it necessary to pre-qualify inbound leads? Over the course of this three part series, you’ll hear from 15 leading voices in the world of B2B sales, marketing and lead generation, as they share their insight in response to the following questions: Are companies wise to invest money and time to pre-qualify inbound leads from marketing automation systems that have been assigned a “perfect” lead score?

View 95

The Modern Marketer's Field Guide: Have You Read it? You Should

Anything Goes Marketing

When it comes to B2B marketing, there are not a lot of great books out there. For the most part, the books that do exist focus on the novice marketer or focus on high level approaches. Matt Heinz has brought us probably the most practical book out there for the more advanced B2B marketer - the modern marketer. The Modern Marketer''s Field Guide is a must read for any marketer that is looking to.

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How to Turn Your Blog into a Lead Generating Machine

PureB2B

In today’s digital landscape, businesses have come to rely on automation to perform a large bulk of their marketing tasks. It’s as close to automating blog posts as you can get, but be forewarned, as these typically create posts based on RSS feeds. Generate Quality Leads.

Converting Trial & Freemium Users: Keep Selling Post-Trial

The Point

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested.

My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. This is especially true in the handoff between marketing and sales. Put simply, SDRs pass the baton from marketing to sales. Faster lead response times = better conversion rates.

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. Event Management.

87 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”.

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Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute.

Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps

Marketing Action

This shift in buying behavior is transforming B2B marketing. Nurtured leads make purchases that are 47% larger than those of non-nurtured leads , according to the Annuitas Group. Here’s a quick look at the basics of lead nurturing from Olivia W., Taking the Leads.

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. Now, with a firm foundation, you can start your marketing automation.

Sales Alignment: Put Theory Into Practice

Marketing Action

Theory: Develop a strategy across the entire sales and marketing funnel. Firstly, make sure representatives from both marketing and sales are present. Theory: Produce content across the sales and marketing cycle. “Sales alignment” began as an interesting concept.

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”.

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How Effective is Your Lead Generation? Key Insights from Lenskold Group’s 2012 Lead Generation Marketing Effectiveness Study

Modern B2B Marketing

by Dayna Rothman The Lenskold Group and The Pedowitz Group recently released their 2012 Lead Generation Marketing Effectiveness Study. The study draws on 373 B2B marketers to discuss the practice of lead generation , marketing automation, ROI, and how they are all interrelated.

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The Marketing Skills Gap is Very Real

Modern Marketing

by Christina Pappas | Tweet this Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. But fast-forward 10, 15 years and those same marketers we’re now trying to figure out SEO strategy, adopting marketing automation to track buyer behavior and deliver timely content, and parsing social media for lead generation opportunities.

Your Lead Scoring Blind Spot: The Internet

Digital B2B Marketing

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Filed under: Demand Generation.

Marketing Automation 101

Modern B2B Marketing

Marketing automation technology can help. If you’re new to our blog, read on; if you’ve been around a while, consider checking out one of our more advanced posts such as The ROI of Marketing Automation. Marketing Automation Enables Modern Business Processes.

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. Why not use lead nurturing programs to help differentiate your solution?

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

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. Not Enough Leads.

Demand Generation Strategies & Lead Management Processes First

ViewPoint

Lack of clarity and erroneous assumptions about demand generation, lead management and marketing automation are effectively addressed in two recent Software Advice whiteboard videos by Carlos Hidalgo, CEO, Annuitas Group , and Executive Director, Marketing Automation Institute.

Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight

Act-On

Once you’ve managed to attract the attention of your prospects, it’s time to capture their information and convert them into leads. According to Marketing Automation Trends Report 2014 from Pepper Global, B2B marketers indicate that the most important benefit of marketing automation is the ability to generate more and better leads. That insight will be crucial to the lead nurturing stage that comes next.

New Forrester Benchmark: How Top Marketers Do Lead Generation, Part 2

Marketing Action

That’s been a common theme for marketers who’ve long been disparaged as nice-to-haves, not revenue-generators. Rather than being viewed as cost centers, today’s top marketers are increasingly enjoying a hard-won seat at the revenue table. Top performers automate lead management.

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If It’s Wednesday, It Must Be a Webinar Invitation

The Point

A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc.

Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management

Modern B2B Marketing

by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. As marketing becomes more complex and more technical, the talent pool narrows. This makes marketing and sales more relevant.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. I’m going to share 10 levers you can use to improve your lead conversion right now: 1. The more you can humanize your lead follow-up the better. Relevance is critical lead nurturing.