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5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page.

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Here are some tips for driving lead nurturing success.

Trending Sources

Top 10 Demand Generation Resolutions for 2014

The Point

Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Even a modest lift in conversion rates (click to lead) can decrease cost per lead dramatically.

9 Proven Ways to Increase Webinar Response

The Point

Marketo, Pardot) with your Webinar platform (e.g. Use SEM to generate incremental leads outside of your target list. Consider a 4-week paid search (SEM) campaign leading up to the date of the Webinar.

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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? In his post, Jon proposes extending the rule to lead nurturing, and states that “some of the best (lead nurturing) emails provide useful and compelling content in the email itself” – that is to say: without an offer.

Should I Remove Offer Content from My Website During a Campaign?

The Point

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website?

7 Tips for a Successful PPC Landing Page

The Point

Improve conversion (click to lead) rates by just a percentage point or two and you can increase lead volume (and slash Cost Per Lead) disproportionately. If it’s a white paper, include excerpts, Amazon-type page previews, even reader reviews.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a very detailed and useful comparison of the leading brands. The guide also includes insights from leading marketing automation practitioners.

New Webinars and White Paper

Customer Experience Matrix

I have two Webinars and a newly published white paper you might find interesting: Webinar Making the Right Start with Demand Generation , Thursday, April 30, 2:00 p.m. Sponsored by Marketo. White Paper When Best Practices Go Bad: New Rules for Sales and Marketing Management. Best practices that were valid just a few years ago are now obsolete. This paper shows why and offers some replacements.

HBR and Marketo Team Up: The Marketing Org for the Digital Age

Modern B2B Marketing

Author: Sanjay Dholakia Regardless of your company size or your role, as marketers, each of us wrestles with how to best set up our marketing organizations, and how we fit into the bigger picture.

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9 Quick Tips for B2B Lead Generation to Implement Today

Modern B2B Marketing

Author: Sesame Mish B2B lead generation is a huge topic. Previously, we combed through a host of data and concluded that content marketing, in-person connections, and referrals are the big B2B lead generation tactics that are worth most of your time. What will deliver the best ROI?

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Lead generation is at the top of almost every B2B marketer’s responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams.

New White Paper on B2B Lead Nurturing


Marketing automation provider Marketo has just released Blind Date to White Wedding: Best Practices for Lead Nurturing that creates B2B relationships, builds trust and increases sales , a white paper on B2B lead nurturing.

Beyond Lead Generation: How to Use Content for Sales Enablement, Lead Nurturing and Retention

Modern B2B Marketing

Author: Caroline Watts Many marketers consider content to be primarily used for top-of-funnel lead generation techniques. Convert Mid-Funnel Leads. When using marketing automation for lead nurturing, content can (and should) play a major role in nurturing campaigns.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? Handing off these semi-qualified and not sales ready leads to sales before adequate lead nurturing only reinforces the impression that “marketing generates crappy leads.”.

Top 10 Tips for Lead Nurturing Success

Modern B2B Marketing

A great addition to Marketo’s Resources has been the Spear Marketing Group white paper, Top 10 Tips for Lead Nurturing Success , written by Howard Sewell. Not only is it a helpful resource when starting your lead nurturing , it also embodies and reinforces so many Marketo best practices. Start with a goal : Setting up a lead nurturing program is not a goal. Lead nurturing is possible without lots of content.

Time for a Pitstop: Fine-tuning Your Automated Lead Scoring

Modern B2B Marketing

You are trying to make sure your lead generation vehicles are driven efficiently and effectively—with marketing automation as your engine—to beat your competitors to the finish line. Yet, that is what many marketers do with their marketing automation and lead management vehicles.

Agencies Anonymous: 6-Step Program to Overcoming Lead Nurturing Failures

Modern B2B Marketing

Now that I got that confession out of the way, let’s admit it: Lead nurturing is not easy. Nurturing practices vary by company, industry, and buyer persona. You’ve seen the topic in countless blog posts, webinars, white papers – you name it.

3 Steps to Building an Employee Advocacy Strategy

Modern B2B Marketing

I recently had the pleasure of attending one of the biggest marketing conferences of the year— Marketo’s Marketing Nation Summit. For example, tracking leads, cost per lead, and closed deals will help you identify the program’s true ROI.

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Facebook for Lead Generation: An Overview of Lead Ads


Facebook’s foray into Lead Ads has been around for 18 months now, but new developments occur frequently. Now, companies using the platform’s lead ads option can create promos that automatically populate their contact forms with users’ Facebook profile information.

13 Tips for Marketing Transformation: A Checklist for Change Agents

Modern B2B Marketing

Turning strategy, best practices, and ideas into reality is always difficult. Here’s the bad news: there are no silver bullets or easy 3-step magic white papers for how to transform your company into a modern marketing giant (sorry!).

SnapApp of the Week: DemandGen's Relationship Counselor


DemandGen helps companies deploy and utilize marketing automation services and CRM systems like Eloqua, Marketo and Salesforce. You could offer a white paper on the importance of a strong relationship… or you could ask them how they’re doing. .

5 Reasons to Invest in Interactive Content

Modern B2B Marketing

Author: Dennis Shiao The first time I downloaded a white paper was in 2000. The app gives you five A/B tests to judge, and for each test, you’re shown two variations of a landing page and asked to guess which one performed best.

How Inside Sales Enablement Can Help Increase Revenues

Modern B2B Marketing

Sales enablement takes away all the constraints to success, creating a predictable process, and empowering reps to do what they do best—sell. Your reps must have a solid understanding of the market, your customer, and product knowledge as well as knowledge of sales best practices.

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3 Ways to Improve the Quality of Your Sales Leads

Modern B2B Marketing

by Carol Fox If your sales leads aren’t receiving lead nurturing efforts from marketing to convert them quickly into business, they ultimately aren’t going to benefit your bottom line. Fine-tune your lead scoring system. Commit to lead nurturing.

4 Marketing Analytics That Matter for Driving Higher Revenue

Modern B2B Marketing

Author: Glen Gow Too often marketers talk about activities instead of outcomes—for example, how many campaigns they ran, how many trade shows they participated in, how many new names they added to the lead database. Do they download a white paper?

Improve Lead Generation with Help from Unhappy Customers

Modern B2B Marketing

When dissatisfied customers come knocking, do you shy away from the work it takes to not just resolve the situation but to make lemonade from those lemons, or do you look the other way and hope for a bucketful of new leads to even out the playing field? by Andrew Spoeth.

How to Drive More Sales with Intent Data


Vendors like Demandbase and Marketo website personalization leverage this information to personalize the content displayed. Marketing Automation Platforms like Marketo and Eloqua then track each page view associated with this person’s email.

How Qvidian Accelerated Sales Using Interactive Content


Qvidian , a leading provider of sales execution software, faced that exact challenge when they developed their Sales Execution Maturity Model. Of the recipients who clicked through from the email, 89% engaged with the SnapApp, 75% completed the questions, and 58% filled out the lead form.

The Fundamentals of Increasing Web Traffic from Social Media

Modern B2B Marketing

Author: Daniel Kushner Social media marketing, for B2B companies, often means one thing: generating new leads. But what do you do with these leads? And, you have some results on social media posts that are specifically engineered to drive leads to your site.

Lead Generation: Have You Evolved Past Cold Calling?

Modern B2B Marketing

by Maria Pergolino Remember the days when cold calling was one of the primary ways sales reps managed lead generation ? practices, traditional cold calling has for the most part become a thing of the past and sales teams couldn’t be happier. With a new focus on sales and marketing alignment, companies are ensuring the two teams work together to focus on what they do best. Marketing generates and nurtures leads until they are sales-ready. The best Sales 2.0

6 Rules for Content Marketing

Modern B2B Marketing

Marketers are working hard to create great content that can be used to create sales leads , drive website traffic, promote brand, and educate customers and prospects. An added benefit of this useful information is it’s ability to be used in lead nurturing. .

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4 Questions to Ask Yourself Before Outsourcing Content

Sales Engine

Most B2B companies need help from an outsourced content development partner at different stages in the sales cycle, but many companies will fail to produce qualified leads for their sales teams, making it harder to justify increasing expenditures.

Announcing the Winners of SnapApp's First Annual Customer Awards: The Snappys!


This award recognizes the SnapApp customer with the best overall integrated marketing campaign. The campaign collected lead data as well as info about which business system they're running, which Hyland/OnBase can use to segment future email nurture programs. Best Content Engagement.

9 Elements for a Successful Marketing Program Mix

Modern B2B Marketing

This includes selecting programs that are going to identify new leads and campaigns that are going to cause current leads in the system to move farther down the funnel. At Marketo we sell to the C-Suite, Marketing Executives, Sales Management, and Marketing practitioners.

64 B2B Marketing Tools and Resources

Modern B2B Marketing

There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. Many of these are authored by the team at Marketo, but certainly not all of them. Seven Lead Nurturing Tools and Resources. Best Practices for Lead Nurturing — Blind Date to White Wedding (white paper).

Six Ways to Optimize Your Landing Pages For Improved Lead Generation

Modern B2B Marketing

Follow these six ways for increasing conversion rates and improving lead generation: 1. Include a mock-up of the white paper or photo of the webinar presenter. Make the best use of the 1024 characters available to you.

7 Ways All B2B Marketers Should Be Using Social Media (But Probably Aren’t)

Modern B2B Marketing

These channels are just the places where we network with others online, not the best ways to do it. Social Media as a Lead Source – When tweeting, contributing in forums, or posting in Linkedin, marketers should append their links to capture social media as a Lead Source.

10 Best Practices for Using Links in Emails

Modern B2B Marketing

I recently received a question from a Marketo customer about best use of links in emails. Here is what you should keep in mind for your links when building emails for email marketing or for lead nurturing: Links should be easy to identify and clearly labeled. Example: Marketo. Example: Read the new Marketo Lead Nurturing White Paper. Analyze to ensure best results of future offers.

Email Marketing Best Practices from MarketingProfs Virtual Event

Modern B2B Marketing

While the presentation focused on B2C, highlighting segments, such as those who abandon carts, best practices from the session could be applied to B2B organizations. . Marketers need to be a lead developer, not just a lead generator. To do this, use lead scoring. .