Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. It is the technology behind your demand / lead processes.

What is the ROI of Lead Management?


Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Both books show how you can increase sales by nurturing all leads, from inquiry to opportunity. Both books cover lead nurturing and ROI calculations, and Silverpop also explains lead scoring. Why Lead Management. Lead Scoring.


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Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.

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Producing Revenue with Lead Management – Interview with Carlos Hidalgo


by Katie Byrnes Two lead management experts, Carlos Hidalgo, CEO of the Annuitas Group, and Jon Miller, VP of Marketing at Marketo, had the chance to riff on a few hot topics in B2B marketing , including the current state of marketing automation , the decision of the Annuitas Group to go “vendor neutral&# and, obviously, lead management best practices. Figuring out (with sales) the definitions of each buying cycle.

PowerViews with James Obermayer: Lead Management & Integrated Direct Marketing


Jim is the founder of the Sales Lead Management Association. SLMA is the sponsor of the yearly Sales Lead Management week and initiatives to identify both the Top 50 Most Influential People in Sales Lead Management and 20 Women to Watch in Sales Lead Management. He has written over 95 articles around sales and marketing management and is the author of four books. But many are going for cold, hard, qualified leads.

6 Tips for Symbiotic Sales & Marketing Lead Management


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. Only 5%-15% of the names you collect on your website or from your marketing campaigns will be ready to buy from you right away , according to Brian Carroll , author of Lead Generation for the Complex Sale.

Numeric Scoring: The Key To Lead Management Success

delicious b2bmarketing

Home Forrester Research « We’re renaming the blog | Main | New networks in the news » April 16, 2008 Numeric Scoring: The Key To Lead Management Success [Posted by Laura Ramos ] Recently I saw a preview of Eloqua’s spring release and it got me thinking about the role lead scoring plays in determining campaign effectiveness. The few marketers who end the arguing figure out early that quantifying lead quality is essential. " --"What leads?

3 European Marketing Trends


Lead Nurturing Knows No Boundaries. EMEA marketers are building multi-touch lead nurturing programs as part of their overall marketing strategy, and achieving tremendous results. Lead nurturing is essential not only to their demand generation processes, but also plays a vital role in customer loyalty efforts. Revenue Performance Management Is Ramping Up. Colt is a company on the road to Revenue Performance Management.

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The New B2B Buyer Dialog: A Conversation with Kathleen Schaub

The Point

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. She has a lot to say about how B2B companies need to adapt better to the reality of how their customers buy products and services. (HS) Vendors leveraged that knowledge gap. They engage with sales people later in the buying process.

Don't Fix Your Marketing Process

Customer Experience Matrix

So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact. The conventional wisdom is that marketers need to become more efficient, more attuned to individual buyers’ movement through the purchase cycle, and better coordinated with sales departments.

9 Lead Conversion Secrets to Start Using Now


If every customer had the same buying process, life would be simple for marketers. Instead, buying processes are as varied and complex as the audience of potential customers. This is where lead conversion gets tricky. There is no easy button, but the good news is there are best practices, and we’ve identified the following nine trade secrets to help you get better at engaging leads and converting them to customers. Educate Your Leads.

Apples and Oranges


It feels like every month a new marketing automation vendor hits the scene making grandiose promises ranging from immediate ROI increases to more effective marketing to the delivery of lead management.    While some of these “promises” can be achieved over time, it’s a fallacy to think that the purchase of technology will solve or eliminate all of our lead management issues. Lead Management Process-Enabled Marketing Automation.

“…Squeeze Water Even from A Dry Towel”: Continuous Improvement


Part 2 – The Definitive B2B Lead Generation Checklist. How do we do that in our lead generation and B2B marketing efforts? In continuation of the definitive B2B lead generation checklist, here are additional best practices that facilitate process improvement in your marketing organization: The Definitive B2B Lead Generation Checklist…Making the Best Better! OFFER THE RIGHT TOOLS TO MAKE BUYING DECISIONS EASIER.

An Interview with Andrew Gaffney – Editor-in-Chief of Demand Gen Report


In this role, Andrew is continually speaking with vendors, analysts and end-users. A few years ago that simply meant generating some leads and some new names for the sales team to pursue, but we are now seeing marketing teams play an active role on engaging prospects at each stage of the buying cycle. This requires new discipline in lead management, which many B2B marketers are still getting their arms around.

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What Do You Need for Successful Nurturing?


Lead nurturing is a hot topic right now. It seems that most of my recent conversations with prospects, customers and others in the B2B marketing industry are centered on lead nurturing. The discussions usually revolve around issues such as how to nurture, the value of nurturing and what kind of content should be used in lead nurturing campaigns. Define Your Buyer Profiles & Buying Cycle. Map content types to buying phases.

Latest B2B Marketing Trends From SiriusDecisions Summit 09

Anything Goes Marketing

megheuer # sds09 jblock : Management changes served as a catalyst for greater sales and marketing integration at Aspect @thetravelingcmo # sds09 megheuer : # sds09 If leads that marketing thinks are qualified get ignored by sales, find out why/what's changed to fix it @tjaros megheuer : Question: Marketers, do you understand the compensation structure of the team you feed leads to?

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5 Reasons Why Marketing and Sales Technology Just Won’t Work


Several years ago I was on-site with a client discussing their desire to develop and implement a lead management process.    This company had invested in sound technology platforms, but in the words of the marketing manager, “they just weren’t working.”.   A new cycle of inefficiency. I’m amazed at the number of organizations that buy off on technology without any forethought or planning with regard to the people part of the equation. 

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

At a minimum, it keeps the company in the consideration set during the early stages of the buying cycle. Prospect Profiler’s claim to fame, so near as I can tell, is that it also presents summaries and trends of the prospect activity, per this very nice screenshot from Eloqua: I don’t recall the other vendors doing that. These are already assembled by various vendors, so all that’s needed is a relatively simple integration.

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Prediction: Statistical Methods Will Replace Conventional Rules for Marketing Decisions

Customer Experience Matrix

Vendors who replace conventional decision rules with automated statistical methods may gain a key competitive advantage because the automated methods produce substantially and measurably better results. I haven’t looked closely at any of these but they all seem to promise the core demand generation capabilities of email, landing pages, automated nurturing, lead scoring, and sales system integration. Well, I wouldn’t ask the question if I weren’t leading up to something.

Improve lead qualification with these website hacks


Quality lead generation is more than driving traffic to your website. As you begin to see more visitors hit your site, lead qualification becomes more important. High-quality leads mean that your sales reps spend time with the right prospects, and sales management can develop accurate forecasts. Customers also have a better experience as they progress through the buying process. Another way to improve lead qualification via landing page is with a quick survey.

Increasing Marketing ROI: The Top 5 Tips from our B2B Thought Leaders


recent study by MarketingSherpa, 80% of B2B purchasing decision makers say that they found the vendor when they were ready to buy, rather than responding to a vendor finding them," answered WebMarket Central's Tom Pick. It boils down to ensuring that you have content spread across the web wherever your prospect may be looking, and that your website is optimized so that prospects can easily find you regardless of where they are in the buying cycle. Increasing.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference


Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class.   With almost 5,000 registrants, it is clear that B2B marketers are concerned about getting the most out of their demand generation and lead management programs. The Kern Organization did an impressive presentation about B-to-B offer strategies that keep your pipeline filled with the best leads.

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Top 10 ABM Mistakes

The Point

When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage. Ignoring the buying cycle.

5 leading providers of enterprise marketing automation solutions


It’s software that makes it easier to manage marketing-related tasks—launch campaigns, generate leads, keep track of ad creative, and monitor results (to name a few examples). SBD needed technology to help them engage with end users across the entire buying cycle.

Marketing technology that raises ROI and accelerates sales


Any company involved in lead generation or lead purchasing may find the new marketing technology can dramatically improve marketing return on investment (ROI) and accelerate the sales process. Many companies generate a lot of marketing leads but then waste many of them, which drags down their results. Knowing when to pass a lead to sales is a big challenge that marketing automation vendors have tried to solve with lead scoring.

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B2B’s Problem with Pay-Per-Click: Three Things You Need to Know


PPC is expensive, difficult to manage, and requires a lot of specialized experience and expertise to run it properly – including every kitchen-sink component of the Demand Generation arsenal from keyword selection to budgeting and management to landing page optimization (because clicks don’t always equal conversions) to copywriting to lead management and more. Focus on lead management-.

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Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Lead scoring has become very important in today’s B2B marketing. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. This has resulted in fewer direct interactions with sales reps from vendors. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. Lead scoring increases sales productivity and drives revenues.

Nine Variables To Consider When Creating Remarkable Content

Marketing Insider Group

Content, content, content and oh, by the way, the “inbound marketing” revolution that Hubspot is evangelizing is driven by content marketing; lead generation is driven by content marketing; you name it. Below is the list of variables we consider when creating content; during the planning cycles, we go down the list to make sure we are considering everything. Funnel Segment: Where will the buyer we are trying to reach be in their buying cycle?

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.

Interesting Infographics: 6 Components You Need In A B2B Online Marketing Program


Components highlighted in the infographic – such as strategy, content marketing, generating traffic, generating leads, lead management and analytics – also stress noteworthy stats. Create engaging content so that your company appears in search engine results, enhances lead conversions and communicates with consumers. Please consider the “buying cycle”; by doing so, you can determine which format is appropriate for a certain step in the buying circle.

Marketing Automation Trends for 2010


Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. I have asked many of the vendors, consultants and thought leaders to give their opinion. Manager, Inbound Marketing, Marketo. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. Manager, Inbound Marketing, Marketo ( @InboundMarketer ).

What Is Marketing Automation: Definition, Benefits & Uses

Single Grain

Marketing automation is extremely important to improve the overall success ratio of your marketing campaigns because it manages every activity related to marketing. It identifies the lead, nurtures it and closes the sale all by itself without the need for any manual interference.

5 Mistakes Companies Make When Automating Their Marketing


Emails are created, sent out to a list of potential buyers and those who respond are deemed leads and those that do not are targeted for the next campaign which may be a webinar, event, video, etc. Taking a strategic approach reverses this and puts the buyers squarely as the focus and causes organizations to align around their buying process. It is not the quantity of the content that is the issue, it is the quality of the content and where this content is used in the buying cycle.

B2B Marketing in a Downturn Part 1: Lead Generation and Nurture


B2B buying cycles have been getting longer, as buyers become more cautious and more people are being involved in every purchasing decision, marketers and (ahem) marketing automation vendors have had to get much more innovative. This week we focus on lead generation and lead nurturing, next week we’ll look at getting the most from content marketing, and finally we’ll concentrate on how to improve your sales and marketing alignment.

33 (of the) Best Marketing Strategy Guides and Insights of 2010


Do we really understand why our customers buy from us? The 3 Reasons That Motivate B2B Buyers to Buy by The Marketing Melange. Mike Frichol notes the disconnect between b2b technology vendor messages focused on features, innovation, technology leadership or competitive advantages and the three factors that actually motivate b2b buyers to make a purchase. Lead generation: Real-time, data-driven B2B marketing and sales by MarketingSherpa Blog.

How to Leverage Social Intent Data for Email Marketing


Your prospects are bombarded with pitches from different vendors. Here at Socedo , getting our leads to engage with our emails is an ongoing challenge. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content. To nurture your prospects effectively, you need a detailed understanding of your buyers, their interests and priorities, and where they are in the buying journey.