LeadSloth

Lead Nurturing for Software Trials

LeadSloth

Feel free to try sending company overviews or analyst whitepapers, but in most cases you’ll see sub-par clickthrough rates. Let’s finish this post with a brief example: a SaaS software company has a 7-day product trial and sends 1 email every day with a usage tip. They signed up.

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them?

Trending Sources

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

A lot of startups and high-growth companies are using Marketing Automation to help them grow faster. Needless to say, Marketing Automation software is very popular today.

Will Marketing Automation Be Free?

LeadSloth

What does this mean for companies interested in adopting Marketing Automation? They are great for small companies and small initial projects, but they’re too limited for normal projects. Companies will have to upgrade to the paid version as their initiatives grow. If your company is looking to adopt Marketing Automation, count on paying for your Marketing Automation system. Today Genius.com announced a free version of their Marketing Automation system.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Some companies were actively capturing more information on prospects (e.g. Another company was pulling revenue information from their billing system into the CRM system. Several people had worked with the sales team to better understand the buying process, and one company even started a user experience group to better understand the customers.

Marketing Automation Trends for 2010

LeadSloth

3) It’s all about the buyer now, so why are you still writing about “my company this, my company that&# ? (4) Social Media Marketing FAIL: In 2010, we’ll see a lot of companies spend a lot of money trying to make a big splash into social networks and many will crash and burn. Deal with Bad Data Once and For All: The effective use of marketing automation puts big demands on marketing data, and in most companies that data is in a sorry state.

Process Turns Marketing Automation Into Revenue

LeadSloth

The companies that are successful with Marketing Automation take a different approach. Today I read a blog post about 7 trends that speed up the adoption of marketing automation.

Social Media & Marketing Automation

LeadSloth

HubSpot integrates these features into its software, because it wants to be the one-stop marketing software for small businesses (and mid-size companies, although they’re not there yet ).

Hubspot Review

LeadSloth

Marketing departments at mid-size companies. Mid-size companies have dedicated marketing people, an IT department, a CRM system, and generally more sophisticated requirements.

Upcoming Lead Management Events

LeadSloth

Hubspot is best known for their Inbound Marketing evangelism and a software product that helps small to medium-size companies generate leads through search engine optimization and social media.

Social CRM, Inbound Marketing and Marketing Automation

LeadSloth

Some of the new social CRM features help sales people identify more opportunities, get more background information on existing leads and facilitate intra-company collaboration ( see earlier post ).

CRM 2

Sales 2.0: Marketing Automation & Salesforce Chatter

LeadSloth

Yes, you can get alerts when your company or competitors are mentioned in the Blogosphere. The company newsletter was just sent out? Today I’m at the Sales 2.0 Conference in San Francisco. I write about Marketing Automation, so why am I at a sales conference?

5 Ways to Use Social Media in Marketing Automation

LeadSloth

No worries, with Social Media you can offer prospects multiple ways to stay in touch: if they’re not yet ready for your email newsletter, maybe they want to “fan&# your company on Facebook, or simply subscribe to your blog’s RSS feed. Intra-company Collaboration.

B2B Marketing Events 2010

LeadSloth

Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. What are the key events to attend when you’d like to learn more about B2B Marketing, Marketing Automation, Lead Management?

B2B Marketing Analytics

LeadSloth

This should be fairly simple to capture, but not every company is doing this yet. On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ).

Are You Old Enough for Inbound Marketing?

LeadSloth

The tech industry is known for inventing new names for existing things, mainly to promote their own company. Great for them, but bad for customers: there’s always so much confusion about these new terms (earlier I wrote about the confusion around Demand Generation and Sales 2.0 ).

Inbound Marketing Automation

LeadSloth

In my opinion any B2B company needs both Inbound Marketing and Marketing Automation: the first to get in touch with new prospects, the second to move those leads through the funnel from suspects to sales-ready leads.

ActiveConversion Review - SMB Lead Management

LeadSloth

ActiveConversion first became known for its sales-focused Web Analytics, such as identifying companies that visit your website (similar to Leadlander ). ActiveConversion provides reports on anonymous website visitors: they show the company name and activity.

SMB 2

Pardot User Conference Proves They’re a Top Marketing Automation Vendor

LeadSloth

Just like Pardot, these companies have hundreds of customers, so they are the top of the crop when looking at user adoption of marketing automation systems. The past two days I attended the Pardot User Conference , and also presented a session on Lead Nurturing. Over 100 Pardot customers from all over North America attended this event. And that’s impressive. Learnings From The Conference. The conference had a nice balance of sessions.

What Lead Nurturing Content to Send When?

LeadSloth

Learn how to nurture your leads and bring more revenue to your company. On Thursday I’m presenting a webinar with Treehouse Interactive , called “Lead Nurturing 101″ One of the registrants sent me the following question: How much of this webinar will be about content, i.e. exactly what to say in each subsequent email in a series designed to move someone from prospect stage to buying stage?

Measuring Marketing ROI: Campaign Attribution and Campaign Influence

LeadSloth

The Campaign Influence model would capture this data and provide the necessary insight to marketing and company leadership on the value of these campaigns. GUEST POST: this is a guest post by Saad Hameed ( @KaizenSaad ), an experienced marketing operations manager and founder of the Marketing Automation Association LinkedIn Group. The CEO/CFO of your organization may be asking you to measure Marketing Campaign ROI to determine marketing’s contribution to revenue.

How Are CRM and Marketing Automation Different?

LeadSloth

So your company will need both. Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. I will write about Social Media some other time, and focus on CRM in this post. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation?

CRM 2

8 Tips to Get Started with Marketing Automation

LeadSloth

Marketing Automation is still very new for many companies, and it’s not immediately obvious how you can get started step-by-step. Marketing automation only works if you clean up junk leads, merge all duplicates, normalize company names, and verify all contact information. “Where do I start?” is the question I get asked most by attendees of the MarketingSherpa B2B Marketing Summit in San Francisco.

B2B Pay Per Click Advertising

LeadSloth

They all have their pros and cons, and most companies use a combination of strategies. If you can figure out which keywords are aligned with the user intent you are targeting, then you can have ads appear that are relevant to the user, and relevant to what your company provides. For example, there are many more software and web developers in the world than there are CIO’s of F1000 companies. Interview with Terry Whalen from CPC Search.

Measure Your ROI on Social Media Leads

LeadSloth

The URLs are easy to create, and anyone in the company can create them. On Tuesday Genius.com announced the Genius URL Shortener (GURL), which makes it easier to measure the results of social media campaigns. At first I thought: “what’s new about that?&# , and Marketo wrote a post on an alternative way to create tracking links. But when I read Ardath Albee’s post about the Genius URL Shortener I really got it: GURLs are cool! Lead Source Measurement Needs Improvement.

Free Trials Aren’t What They Used to Be

LeadSloth

Reduced attractiveness of free trial offers is a big issue for SaaS companies. An important aspect of Demand Generation are the offers: what will your prospects register for? A popular offer for software vendors is the free trial. I read an interesting article on the decreasing effectiveness of free trials as a lead generation tool in the DemandGen Report.

SEO Optimization - 3 Steps to Success

LeadSloth

For example, for a company selling Portal software the term “web portal software&# is more relevant than “news portal&# (= people looking for a news website). Example: search for ‘Good Data’ and Google shows a summary written by Good Data’s marketing team: “Good Data brings easy, flexible, affordable analytics within reach of every company&#. (3) In the last years I’ve done a lot of Search Engine Optimization (SEO) projects.

Demand Generation Blogs Continued

LeadSloth

Jeff specializes in helping companies find new customers, he wrote a great e-book about that, and blogs about Demand Generation, primarily from a Sales perspective. In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs.

Inbound Marketing & Marketing Automation

LeadSloth

It may be attractive to shift more budget to generating leads via your company’s website. Social Media monitoring : see who writes about your company or your areas of expertise. The company that is furthest along with this, is not a Marketing Automation company. The Marketing Automation industry is evolving continuously. Many digital marketers are using marketing automation tools to automate lead nurturing.

Top-10 Demand Generation Vendor Blogs

LeadSloth

Genius publishes some good best practices posts, combined with some company-related news. The Market2Lead blog got a boost when Kevin Joyce joined the company. In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly.

Abandon Your Marketing Automation System!?

LeadSloth

The company in question has used a comprehensive marketing automation system for about 2 years. Notifications of companies visiting your website are available from Leadlander , Netfactor , LEADSExplorer and DemandBase. I’m working on an interesting project right now: moving away from a marketing automation system. The plan is to go back to using only Salesforce.com with some cheap add-on tools for email, form submission and data quality. Smart or foolish?

How to Build a Productive Company Culture

Hubspot

Every company has a culture, much like every individual has a personality. And like a personality , a company’s culture can develop organically over time. Fostering a Productive Company Culture. A club, for instance, or a company or a country.

Build 49

Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Industrial Marketing Today

80 percent of marketers agree […] The post Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies by Achinta Mitra appeared first on Industrial Marketing Today.

12 Noteworthy Examples of B2B Companies on Instagram

KoMarketing Associates

So, what does this mean for B2B companies? This is the key element I am referring to: Instagram allows companies to tell their story without any interruption. Why It’s Noteworthy: Hootsuite’s Instagram exposes their followers to the company culture and core values.

B2B 128

Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

He considered marketing emails to be nothing more than […] The post Email Marketing for Manufacturers and Industrial Companies by Achinta Mitra appeared first on Industrial Marketing Today.

Five steps to establish a content-creating company culture

grow - Practical Marketing Solutions

I’ve worked with a number of large and small companies to help them develop a culture of content creation and there seems to be a few common themes that enable success. Here are some steps that launch a company toward a vibrant culture of content creation: 1.

How to change your company culture for marketing success

grow - Practical Marketing Solutions

I used to work for a big metals and mining company called Alcoa. It might make more sense if you knew that the company was the subject of the most famous lawsuit against a corporate monopoly in U.S. Obviously something that dramatic would have a powerful impact on the company culture.

Three companies using IT for dramatic transformation

grow - Practical Marketing Solutions

I used to work for a big global company. ” We discussed the fact that in many companies, the IT Department is still a “cost center” and not strategically integrated into marketing and sales functions. I used to work for a big global company.

One Company | One City | One Lattice

Lattice

Let’s start from the beginning – I had five months to find an awesome city with an amazing venue to pull off this awesome event that our company had never experienced before. Every great company kick-off needs to have an inspirational theme.