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B2B Lead Management – 6 Best Practices

Great B2B Marketing

Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both. Leads have a short shelf and the person who was enthusiastic about your offer yesterday, may not remember who you are tomorrow. Capture every lead in a single system (CRM or marketing database), along with all relevant marketing and sales data.

6 Best Practices for Setting Up a Lead Nurturing Program

Act-On

To paraphrase an old saying: You can lead a prospect to your website, but you can’t make them buy. On the other hand, you can improve your chances considerably with a lead nurturing program, helping your prospects every step of the way. Easily 50 percent of the leads that your marketing team unearths are not yet sales-ready ‒ but rather than dumping that half of those prospects in the rubbish bin, nurture them to increase your haul of sales qualified leads.

Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. The post Which Comes First: Lead Nurturing or Inside Sales?

6 Best Practices for a Lead Management Strategy

Marketing Action

One of marketing automation’s big wins is the ability to create a continuous process to manage leads at scale. Act-On’s new white paper, Best Practices for a Lead Management Strategy , outlines six steps to figuring out the best process for your organization: 1.

3 Best Practices for Creating a Lead-Scoring Matrix

Marketing Action

They’re funny-looking acronyms that are fun to say and music to the ears of sales and marketing teams who focus on moving leads through the funnel – top, middle, bottom – and clinching the sale. Which means assigning a lead score … which means figuring out how to calculate that score.

Taking Stock of Your Lead Management Process: 5 Key Questions

The Point

Key to designing an effective lead nurturing program is taking stock of your current lead management process. Here are the top 5 questions to ask about your current lead management process: 1. What are the key, distinct audience groups that comprise inbound leads?

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign.

B2B Social Media Best Practices for the Integrated Age

Modern B2B Marketing

The value of social media as part of the B2B marketing mix includes branding, messaging, lead generation, and customer interaction. Five B2B Social Media Best Practices To Put Into Place After Integration.

Business Leaders Concede They’re Struggling with Lead Management and Routing

LeanData

The state of lead management. . . LeanData conducted a first-of-its-kind survey, The State of Lead Management , to learn more about how businesses are managing their lead processes. Lead routing isn’t glamorous and is often ignored.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

The Point

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on.

Top 5 Lead Source Best Practices

Modern B2B Marketing

by Maria Pergolino Lead source is a critical piece of data you need in order to assess the value of your marketing campaigns and part of proper lead management. Avoid lead source clutter. Keep the lead source constant. Do not list the campaign as the lead source.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. A question: at this point, what kind of lead am I? By my own reckoning, I’m an MQL (Marketing Qualified Lead). I’m also a perfect candidate for lead nurturing.

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.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. raw inquiries convert to either MQLs (Marketing Qualified Leads) or better.

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Guest Post: Best Practices in Marketing Automation

LeadSloth

As such there are a variety of best practices to be followed in order to maximize the use of these systems. Below are some of the best practices we have found within our customer base that helped drive success with marketing automation. Is the lead dead? By: Lisa J.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology.

Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. the company is generating the wrong type of leads.

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. Respondents were then assigned a grade based on how many of their responses aligned with those best practices. More than two-thirds (68%) employ both behavioral and demographic lead scoring ( tweet this ). •

Why is Inside Sales So Scared of Lead Nurturing?

The Point

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

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.

5 Techniques For Lead Management Success That You Probably Aren’t Using

Modern B2B Marketing

by Dayna Rothman Lead management is the ability to capture, respond, and manage incoming leads. Unfortunately, many marketers don’t employ clearly defined lead management practices. Lead Source Information: PPC Search ad, social, offer, etc.

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

The Point

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads.

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.

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. What lead management techniques do companies use for optimizing performance and velocity of their pipeline?

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

The Point

When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Examples of leads that fall into this category include students and competitors.

Best Practice B2B Resource Center as a Hub for Relevant Content Delivery & Lead Nurturing

Avitage

This can be an important vehicle for delivering relevant content, and through this capturing useful information about prospects that is used to manage the ongoing nurturing of these prospects in order to accelerate their buying process. Our challenge for the team was to develop a set of specifications and wireframes that represented best practices and were technology platform agnostic.

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.

Why Personas Fail

Cintell

Why then are they so hard to find, trapped in PDFs and Powerpoints at the bottom of a desk drawer, or at best, maybe on the company intranet? In a B2B environment, the fact that a persona may drive a minivan and prefer The Bachelor over Shark Tank really doesn’t serve to inform a salesperson’s call strategy, a marketer’s email campaign, or a product manager’s roadmap. B2BZone b2c Best Practices Blog

3 Cool Lead Nurturing Programs You’re Not Running

Modern Marketing

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. It might look a little bit like this: A new lead comes in through a website, tradeshow or somewhere else, and receives an automated, introductory email from the sales rep.

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.

Marketing Automation Simplified [Slide Deck]

Modern Marketing

Share your best practice tips and follow the discussion on Twitter with the hashtag #MASimplified. by Eloqua | Tweet this Looking for more information about marketing automation, but afraid to ask? Calm your marketing chaos!

6 Tips for Symbiotic Sales & Marketing Lead Management

Hubspot

To make sure that application goes off without a hitch, let's discuss six tips for managing the lead generation and hand-off process so that both teams can meet their SLA goals. Tip # 1: Focus on Both Lead Quality and Quantity. Tip #2: Nurture Leads That Aren't Sales-Ready.

Top 10 Marketing Automation Mistakes

The Point

Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. Not setting up data management to empower effective reporting.

4 Value Selling Tools to Move Leads Down the Funnel

Modern B2B Marketing

Author: David Svigel Buyer behavior has changed; contact with your prospects occurs later in the sales cycle, and your leads come armed with more information than ever before about your products and services. They’re potential sales leads, but may need a little nudge.

2011 Lead Management Optimization Survey shows less focus on branding, more on customers

Modern B2B Marketing

by Carol Fox CSO Insights just released the results of its annual Lead Management Optimization (LMO) Study. That said, lead generation seems to be slipping steadily over the years among companies surveyed, with sales relying increasingly on avenues other than marketing-generated leads.

Sales Lead Management Week Oct 10-16: Educating on Best Practices

ViewPoint