LeadSloth

Lead Nurturing for Software Trials

LeadSloth

Realize that your best customers will be the last to unsubscribe, so don’t worry about unsubscribes too much. A good nurture email helps convert prospects into paying customers. Ultimately, it’s working when trial participants become paying customers. They signed up. What now?

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

An exception is when you have a lot of customers, and want to use the Marketing Automation system to cross-sell and up-sell. Needless to say, Marketing Automation software is very popular today.

Trending Sources

Will Marketing Automation Be Free?

LeadSloth

Land grab is common, where vendors lower prices to get customers on board. ‘Free’ customers may lack the expertise to be successful. Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? How Much Is Free?

25 Great B2B Content Marketing Articles

LeadSloth

Ardath Albee, Content Marketing is for Customers Too! While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Here are the 25 articles that I liked best. Most are blog posts, but I’ve also included some eBooks. My focus is on B2B, rather than B2C. Often, some of the basics are the same, but not always.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Marketing Automation Trends for 2010

LeadSloth

Jeff Ogden , Director of Marketing, Aplicor & President, Find New Customers. Methods to the madness: Everybody has methodologies, Sales has SPIN, Customer Centric, etc. Social networks like Facebook and Linkedin will start to face customer defections as their networks get bogged down with marketing spam. Data-centric marketing must pave the way to greater customer intelligence, because the value of data can decline very quickly.

Process Turns Marketing Automation Into Revenue

LeadSloth

An example: they determine what their most important customer segments are, what content they need in the different phases of the buying process, and how leads will be routed throughout the organization.

Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?

LeadSloth

Also, many Microsoft customers may be using their on-premises offering, making it harder to integrate with Marketing Automation, and harder to sell an on-demand Marketing Automation solution. Forrester recently released a vendor evaluation for midmarket CRM vendors.

Social CRM, Inbound Marketing and Marketing Automation

LeadSloth

CRM is very broad, it’s not just about sales, but about pretty much anything that involves communicating with your customers.

CRM 2

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

5 Ways to Use Social Media in Marketing Automation

LeadSloth

Marketing is starting to see sales as a customer who demands high-quality leads. Customer Support. Often, Customer Support is in a separate department, and it’s seen as a cost center. Many of today’s customers interact with Social Media.

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

In reality, you may still have to do some customization to be totally closed-loop. On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ).

What is the ROI of Lead Management?

LeadSloth

Heck, why not nurture customers too? 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.

Are You Old Enough for Inbound Marketing?

LeadSloth

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 ). The tech industry is known for inventing new names for existing things, mainly to promote their own company.

ActiveConversion Review - SMB Lead Management

LeadSloth

However, customers can also use any of the 10 ESPs that they have integrated with. Basic web analytics is also included, so many customers don’t use additional web analytics. Only customers with specific conversion tracking (e.g. From Web Analytics to Demand Generation.

SMB 2

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

LeadSloth

Over 100 Pardot customers from all over North America attended this event. You need hundreds of customers, otherwise you won’t get a reasonable number of people to attend the conference. Of the vendors on my list of Marketing Automation vendors, only a handful have enough customers to make this happen. 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.

Impressive Marketo User Summit

LeadSloth

The Marketo User Summit was BIG: 600 customers and partners were attending. At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. In this post I’m giving a short impression of the Marketo Summit.

What Lead Nurturing Content to Send When?

LeadSloth

For example, if prospects download a whitepaper on the trends in your industry, they may also be interested in analyst reports or customer case studies. My first recommendation is to focus on the most promising customer segments first.

Measuring Marketing ROI: Campaign Attribution and Campaign Influence

LeadSloth

In B2B, a prospect doesn’t convert into a customer in a single interaction as is often the case with e-Commerce. Usually, it takes several interactions in the prospect lifecycle that help conversion from prospect to customer. Now suppose for a new customer win, the first campaign was an awareness-based campaign utilizing SEM and the last campaign that touched this customer was a webinar.

MarketingSherpa B2B Marketing Summit Boston

LeadSloth

My favorite sessions was presented by Maureen Thorman of National Instruments about customer segmentation based on web traffic: unfortunately this sessions will not be presented in Boston, that’s a bummer. Monday and Tuesday I’m attending the Boston MarketingSherpa B2B Marketing Summit. About two weeks ago I attended the San Francisco event, which had a similar program and exhibitors.

8 Tips to Get Started with Marketing Automation

LeadSloth

Is it more qualified leads, a higher percentage of marketing-sourced opportunities, better ROI on marketing investment, customer loyalty, or something else? Leads go through various stages, from new leads to existing customers. “Where do I start?” is the question I get asked most by attendees of the MarketingSherpa B2B Marketing Summit in San Francisco.

Free Trials Aren’t What They Used to Be

LeadSloth

In the article Howard Sewell says that free trials “eliminate a huge subset of potential customers at the outset—people who (…) simply don’t want to expend the time or hassle downloading, installing and evaluating the actual product.&# The frustrating thing was: very few prospects managed to use it successfully, so the conversion rate to paying customers was almost too low to measure, maybe 0.02% or so. With a paid trial the customer has already chosen a solution.

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

This will differentiate them, and will allow them to increase the revenue per customer. The Marketing Automation industry is evolving continuously. Many digital marketers are using marketing automation tools to automate lead nurturing. But if you want to expand your business, you also need to continuously add new leads to your database. Traditional lead sources are tradeshows or lead programs with magazines.

Top-10 Demand Generation Vendor Blogs

LeadSloth

Will Schnabel has published some really good pieces, such as “ 5 Tips to Improve Efficiencies Using Lead Management Solutions “ Lately they have been publishing some customer case studies and guest articles, so I hope they will again publish some in-depth articles. 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.

Top-10 Marketing Automation Blogs

LeadSloth

Ardath is a talented independent marketing consultant who writes about using content to engage with prospective customers; she really gets Marketing & Sales collaboration. A couple of people recently asked me which blogs I’m frequently reading. So here’s the list. Please send me your favorite blogs, because there must be lots of great Marketing Automation blogs that I haven’t found yet!

This is What Customer-Centric Marketing Really Looks Like

Act-On

Customer experience is a top priority for many companies. See how to create marketing that puts the customer first. That’s true customer-centric marketing. Advocacy & Loyalty Customer Marketing customer centric marketing customer marketing expand marketing

The 10 Commandments of Successful B2B Customer Retention

Act-On

It’s the age of the customer. Whether you’re talking about marketing that’s “customer-centric” or “customer first,” or discussing “the. customer experience,” “customer success,” or “customer retention,” there’s no shortage of buzzwords about the customer.

Customer Lifecycle Optimization: Why It Matters And How To Improve It

Act-On

Customer lifecycle optimization is thinking of your sales funnel as a whole, not just disparate parts. Advocacy & Loyalty Customer Marketing customer lifecycle customer lifecycle optimization customer marketing

Want More Profits? Focus on Your Best and Worst Customers

Act-On

Does your customer management strategy need an upgrade? Super customers can 16x your profits - and so can firing your "super awful" customers. Customer Marketing customer lifetime value customer management customer marketing

The 10 Best Customer Service and Customer Engagement Platforms

Webbiquity

The emergence and spread of the Industrial Internet of Things (IIoT) has dramatically changed the game for both B2B vendors and customers. But it also means a dramatic leap in customer expectations. Professional customers (i.e., Customer Service Management Tools.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. These assumptions can then get in the way of truly understanding their customers.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa.

Buy 112

Five Strategies for Improving Customer Experience

Webbiquity

As a marketing professional, you understand customers are your firm’s most valuable assets. However, dialing into customer loyalty and determining what it takes to improve customer retention isn’t always easy. Does it encourage customers to stay, browse, and purchase?

The Perfect Customer Marketer Job Description

Influitive b2b

Customer marketing is on the rise. According to Koyne Marketing’s 2017 State of Customer Marketing Report, 93% of organizations agree that customer marketing is important or very important to their revenue, and more than two-thirds are planning to boost their investment in customer marketing over the next year.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.

Ten tips for customer reactivation

Biznology

Are you looking for the best ways to reactivate dormant customers and reduce churn? Consider which of these may be the most applicable to your business, your customers, and your objectives. The longer a customer is inactive, the more likely an eventual defection.

3 Top Trends in Customer Experience

Type A Communications

Business Customer Experience Innovation Marketing Sales Technology Carla Johnson CX MME17 Modern Customer Experience Modern Marketing Experience ModernCX Oracle Type A CommunicationsMay 9, 2017 by Carla Johnson I remember seeing the first Terminator movie.