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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.

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.

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Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way.

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

In my last post , I talked about creative campaign ideas for when you have no content to offer. 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? Or can you get away with a link to content, perhaps content that’s not even your own?

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Perhaps, but definitely worth investigating if it’s not part of your current demand gen mix.

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.

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?

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia.

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.”.

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company?

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Lead Nurturing—Three Gifts That Keep On Giving

Modern B2B Marketing

by Kelly Waffle Years ago when I started embracing marketing automation it was because we were generating a lot of demand from trade shows, emails, seminars, webinars, search engine marketing, and of course, our website. Where is the downside to lead nurturing?

The B2B Lead Generation-Demand Generation Book “Hall of Fame”


B2B lead generation and lead management is a complicated process that can’t be detailed all in one book. It’s easier said than done which is why firms like mine exist, to implement proper lead generation tactics that build revenue. General B2B Marketing & Lead Generation.

How to Develop Great Content that Generates Demand

Modern B2B Marketing

by Dayna Rothman Relevance is the key to creating content for demand generation that impacts lead generation , lead nurturing and lead scoring. Not all prospects are ready for this content or trust your company’s information. Content Mapping.

Top 10 Tips for Better Email Templates

The Point

lead nurturing) or when you want to segment emails by product line or target audience. Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events. Consider carefully what content is “above the fold” – roughly equivalent to what the typical reader will see in his/her preview pane.

10 Most Popular B2B Lead Blog Posts of 2016

B2B Lead Generation Blog

I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. Tips On How to Use LinkedIn for Better Lead Generation. Read the Tips on How to Use LinkedIn for Better Lead Generation.

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Courtesy of Netflix: On-Demand Nurturing in the Era of Engagement Marketing

Modern B2B Marketing

Today, we’re releasing new research on the rise of Netflix and how the on-demand era has changed the game for marketers. Netflix enables on-demand viewing, and thus consumers are getting used to this “now—not later” type of atmosphere in the digital realm.

How to Nurture Contacts Beyond the Inbox

Modern Marketing

Pete is responsible for social, content and product marketing at Bizo , which specializes in business audience marketing. Finalists for the award included Marketo, Adobe Campaigns, and Bronto Software. Here’s what you need to know: Nurture Known Contacts Beyond the Inbox.

Dialogue Marketing: A Conversation with Maria Pergolino

The Point

Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino , Marketing Director at Marketo (and renowned all-around Content Marketing Queen.) ideas for weaving social media into lead generation and lead nurturing programs.

How to do Lead Nurturing Right


Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.

Generate More B2B Sales With Lead Nurturing and the Human Touch

Modern B2B Marketing

by Jon Miller Last month I participated in a webinar on Adding the Human Touch into Your Lead Nurturing with Brian Carroll, author of Lead Generation for the Complex Sale and the “godfather” of lead nurturing. It’s critical to add the human touch to lead nurturing.


The 14 Best Marketing Automation Tools


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. 1) Marketo. Best suited (like Marketo) for large enterprises. 5: The 23 Best Content Ideation Tools. #6:

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Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog. They expect companies to keep seamless track of their purchasing history, communication preferences, and desires… and they demand that companies use that information to create individual, personalized conversations.

Interesting Infographics: Nurture Your Leads With Narrative


Have you considered how to use strategically timed stories to nurture your leads and accelerate your sales funnel? At mid-stage , the prospect has displayed some buying behaviour and engaged with the content sent to him or her.

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eBook Review: Marketo’s Definitive Guide to Lead Nurturing

The Point

Do a quick Web search on “lead nurturing” these days, and you’ll find plenty of high-level, strategic content on the “whys” – how nurturing can improve demand generation ROI, increase conversion rates, accelerate sales cycles, recycle long-discarded prospects, etc. Tags: B2B Marketing Lead Management Lead Nurturing Marketing Automation marketo

An Interview with Jon Miller, Co-Founder of Marketo


We recently had the opportunity to connect with Jon Miller, Vice President of Marketing and Co-Founder of Marketo. Jon leads strategy and execution for all aspects of Marketo’s hyper-efficient demand center (powered by Marketo’s solution, of course). In Marketo’s popular blog, Modern B2B Marketing , he explores everything from lead nurturing and social media to marketing ROI and revenue performance management (RPM).

4 Content Marketing Productivity Killers

Modern B2B Marketing

Author: Dayna Rothman Being a content marketer is hard. Plus, content creation can be a manual and creative process that simply takes time. In my experience and in speaking to numerous content marketers over the years, here are some top content marketing productivity killers: 1.

Marketo Offers Guide to Lead Nurturing

Customer Experience Matrix

The folks at Marketo have always recognized that they can only succeed if more marketers learn the basics of demand generation. Their latest contribution is The Definitive Guide to Lead Nurturing , a 38-page workbook that may not quite live up to its ambitious title but certainly gives a good overview of the subject. The workbook also includes a half dozen “How Marketo Does It” sidebars that reveal more than you might expect about Marketo’s own programs.

How to Convince Your CEO of the Power of B2B Content Marketing


CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. How can you prove content marketing gets results unless you have a budget to put it to work? Content marketing is like crockpot-marketing.

Content Syndication – Compelling Content, Targeted Leads

Modern B2B Marketing

by Ravali Ravulapati We are all living in a world of content saturation: texts, videos, podcasts, webinars, tweets and social networks are all feeding us information about a company, product, or service. The amount of content to syndicate is dependent on the business objective.

Tying Facebook Leads Directly to Revenue: A Marketo Example

Modern B2B Marketing

With our latest Facebook campaign, we are doing just that; tying leads generated by Facebook directly into our revenue pipeline via Marketo. We developed a custom Facebook application that generates a special offer and is powered by a Marketo form. Anonymous leads are identified.

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You Don’t Know Jack About Online Marketing – More than Just the Coolest Marketing Game Ever

Modern B2B Marketing

Today, Marketo launched a fun interactive game called You Don’t Know Jack about Online Marketing. This effort doesn’t directly generate leads, and doesn’t require registration to play, so why create this game? . Marketo sees this type of quiz as content, similar to a white paper or webinar. The content provided in these types of papers is critical to marketing education and can help marketers find the products that meet the needs of their organization.

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. Where do most paid search (PPC) campaigns succeed or fail?

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. Whatever their exact name, these Sales Development Representatives (SDRs) have one exclusive focus: to review, contact and qualify marketing-generated leads and deliver them to Sales Account Execs.

New Infographic: B2B Lead Generation & Content Marketing Trends


The infographic summarizes key data from a variety of research reports covering B2B and technology lead generation, media strategy, and content marketing trends, from initial solution research to lead nurturing. The State of Content Marketing, Outbrain.

How Content Marketing Can Save Your Digital Marketing Strategy

Content Marketing Institute

If you’ve tuned into the Content Marketing Institute for any length of time, you are no doubt familiar with the importance we place on the idea of developing a documented, strategic plan. 62% of the most successful #content marketers have a documented strategy via @cmicontent.

Is Lead Generation On Its Way Out? [Infographic]

Modern B2B Marketing

by Maria Pergolino Data from Google Insights for Search suggests lead generation is starting to slide off the radar of marketers. The truth is that marketers are becoming more focused on more specific topics like demand generation, lead scoring and lead nurturing.

How to Effectively Segment Your Inbound Leads


Being able to ensure that you have tailored, personalized messages for each ‘persona’ type is key to delivering the right content to the right person. This is by far the easiest setup, and your rule set in Marketo would look something like this: Department, Level (Default).

5 Ways to Increase Webinar Attendance

Modern B2B Marketing

They are a great way to promote thought leadership and generate leads. Using lead management and marketing automation systems, we can narrow our focus and choose a target audience based on industry, job role, and previous interest. Scarcity drives demand.

The Definitive Guide to Lead Nurturing: Free On-Demand Webinar

Modern B2B Marketing

More than 4,000 people have downloaded the Definitive Guide to Lead Nurturing , our 40+ page eBook sharing practical tips for getting started with lead nurturing, optimizing your program, and measuring the results. Now you can get it, with no registration required : download The Definitive Guide to Lead Nurturing. Now you can watch it on-demand, anytime, just by clicking the button below. Establishing permission to nurture leads.

Marketo’s Ebook: A Lesson In Content Marketing

The Point

When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week (see earlier post) they knew pretty quickly they had a hit on their hands. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they [.]. Within 6 hours, 1,000 people had registered and downloaded the guide.