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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?”.

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 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

HERE ARE 10 EVENT MARKETING TIPS TO ACCELERATE YOUR B2B LEAD GENERATION. IDENTIFY THE EVENT TRIGGERS. BUT you do need to determine and validate a strong, compelling trigger for an event. Different types of events will trigger buying decisions in different ways.

How to Use Surveys for B2B Lead Generation

Modern B2B Marketing

Demand generation and…surveys? While lead forms are a great way to capture contact information about your prospects, they may not collect other critical information because too many fields can overwhelm potential customers. Demand generation and surveys.

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some vendors only rank leads while others build multiple models for different purposes. •

The 14 Best Marketing Automation Tools

Webbiquity

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. Marketing automation tool combining email marketing, lead management, and reporting with sales alignment.

Tools 48

Don't Fix Your Marketing Process

Customer Experience Matrix

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. 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.

6 Signs You Need Marketing Automation

Modern Marketing

by Michael Martin | Tweet this You’ll feel it when it happens: When you’re spending all your time managing lists and unsubscribes; when the sales team won’t return your calls; when all the good leads seem to land with your competitor. You’re Losing Good Leads to Your Competitors.

ROI 53

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

The Point

Direct mail is tangible, personal, and gives you a measure of creative license that’s increasingly difficult with email, where even minor graphics can be a sure-fire trigger for spam filters. Lead Nurturing. Top Management. Pop Quiz!

Mail 26

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.

B2B Lead Generation Blog: On B2B Demand Generation tools and Lead Generation Dashboards

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0 recent exchange he had with Brian Carroll on his B2B Lead Gene.

ROI 11

Comparing Demand Generation Systems

Customer Experience Matrix

Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems. Outbound campaigns: generate mass emails to internal or imported lists and manage responses. Key functions include landing pages, data capture surveys, and trigger-based personalized email. Lead nurturing: execute repeated contacts with leads over time. Event management: execute marketing events such as Webinars.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

It’s hard to argue with the concept of trying to understand your customers and prospects to produce demand generation that drives revenue. How do you build an actionable, insight-driven persona to guide your demand generation efforts? *This post first ran 9.29.15

3 Lead Scoring Problems – And How to Solve Them

Modern Marketing

Randy is experienced in developing insight-driven demand generation programs for the b2b technology sector. Few marketers would argue with the premise that “less is more” when it comes to delivering the right leads to sales. Gone are the days of inundating sellers with poorly qualified leads or “prospects” with little or no interest in buying. Challenge #1: Inability to score or prioritize all leads. Challenge #2: Creating lead scores that have an impact.

Demand Generation Implementation -- Take My Survey, Please!

Customer Experience Matrix

Here is the cumulative percentage of total features deployed based on when they were first deployed: time since system deployment first week first month second month third month later cumulative % of used features 38% 65% 81% 86% 100% The recent discussion triggered by my post Pedowitz Group Offers Free Support for New Eloqua Clients raises an important question: Just how much can marketers realistically expect to accomplish during the initial stages of a demand generation system deployment?

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. In both cases, I see the basic flow as an outbound email, landing page, multi-step nurturing campaign, lead scoring, and transfer to a CRM system for sales followup. For example, every demand generation system provides an editor to create emails. Trigger lead scoring outside a campaign step.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. Marketo gets a half point because it can direct leads to lists, which in turn feed campaigns, but not to campaigns directly. Multiple scores per lead.

More Blathering About Demand Generation Software

Customer Experience Matrix

But I recently spoke with on-demand business intelligence vendor LucidEra , who also said they had found that demand generation systems could not integrate such information. They even cited one demand generation vendor that had turned to them for help. (In In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need.

True Influence Opens a Window into Future Demand Generation

Customer Experience Matrix

As the industry matures, second-generation products are designed to improve on the original products, either by adding new capabilities or by delivering the same capabilities faster, easier or cheaper. This leads to more variety as vendors experiment with different approaches to a now-defined problem. Demand generation systems are in that second stage. These are not yet standard features on most demand generation products.

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation Blog

Use these three practices to convert more leads into revenue: Use Funnel-Specific Market Research. In many industries, for example, executives are scrutinizing much smaller transactions, so lead generation, lead nurturing and sales enablement tactics must address this shift in buying behavior.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. Let’s run through the standard demand generation process to see how this works in practice. Each lead is assigned to the first "child" action whose entry conditions it meets.

OfficeAutoPilot: Simple, Powerful, Low Cost Demand Generation for Small Business

Customer Experience Matrix

My personal definition of demand generations systems (see Introduction to Demand Generation Systems from the Raab Guide site) explicitly states that they do not incorporate sales automation. See Should Demand Generation and Sales Automation Be Separate Systems? Business marketers who can’t afford to pay more or want a low-risk way to get started with demand generation will find OfficeAutoPilot an intriguing option.

Treehouse Interactive MarketingView Combines Demand Generation with Campaign ROI Tracking

Customer Experience Matrix

Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. Finding a demand generation system that old is always a surprise, since most products were launched much more recently. lead scoring based on actual purchases.

5 Mistakes Companies Make When Automating Their Marketing

ANNUITAS

The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations. *This article first ran in VentureBeat on April 2, 2014. According to Raab Associates, Inc.

ActiveConversion Review - SMB Lead Management

LeadSloth

From Web Analytics to Demand Generation. Lead Scoring. Lead scoring works for both anonymous and known visitors: for anonymous visitors the triggers for increasing the lead score are somewhat limited, essentially page views and return visits.

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

How many FT employees (or equivalents) am I going to need to manage the system? Aside from enhanced revenue and ROI tracking, the biggest difference for companies making the transition from an ESP will be the ability to create automated, multi-step, triggered campaigns.

Best Practices for Marketing Automation and Demand Generation Campaigns

Customer Experience Matrix

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. leads, promotions, responses, orders: these are the traditional data sources used in most marketing systems. Best practices would link actual orders back to the individual leads, and do accurate customer data integration. More information allows more accurate targeting and better lead scoring.

B2B Lead Generation Blog: MarketingSherpa Demand Generation Summit 2007

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0 B-to-B Marketing; How to Measure & Manage Leads and more.

How to Nurture Leads with Email Marketing

PureB2B

It has withstood the test of time and remains a strong force to contend with in lead generation and management, as well as customer engagement. This means grouping your leads by their browsing activity, demographic information, and purchase history. Putting segmentation into action enables you to track your leads’ activity according to what category they belong to. Best Emails for Nurturing Leads. Check out our FREE lead nurturing whitepaper!

More Than Automating Emails For Marketing Automation

ANNUITAS

If you train the right people on your team to master basic marketing automation functionality, you can support almost any Demand Generation Strategy, no matter the size of your team. It’s much more than that when fully integrated to support a solid Demand Generation Strategy.

More Than Automating Emails For Marketing Automation

ANNUITAS

If you train the right people on your team to master basic marketing automation functionality, you can support almost any Demand Generation Strategy, no matter the size of your team. It’s much more than that when fully integrated to support a solid Demand Generation Strategy.

Do Your Personas Need A Makeover?

ANNUITAS

It’s hard to argue with the concept of trying to understand your customers and prospects to produce demand generation that drives revenue. How do you build an actionable, insight-driven persona to guide your demand generation efforts?

B2B Lead Generation Blog: Best Practices in Demand Generation

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. The moments are set up as real time triggers within Marketo. a “lead feed” feature that can send “interesting moment” alerts via RSS, SMS, email, iPhone and other mobile devices. Sales people can select the individuals and accounts to monitor and the types of activities that trigger alerts. -

B2B Lead Generation Blog: Speaking at MarketingSherpas B-to-B Demand Generation Summit 2006

B2B Lead Generation Blog

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0

Demand Generation Tips: Thought Leadership With Sean Donahue of MarketingSherpa

Modern B2B Marketing

Sean is exposed on a daily basis to the latest best practices in B2B marketing and is chock full of practical demand generation advice. What are your top 3 tips to help B2B companies improve their demand generation ?

Demand Generation and Social Media: Thought Leadership with Mike Damphousse of Green Leads

Modern B2B Marketing

  Mike is a leading sales and marketing executive, leading the growth of Green Leads while sharing b2b demand generation knowledge with others.    His success with Green Leads and previously as CMO of two software companies combine with his thought leadership in social media lends to some great insight in this B2B Marketing thought leader interview. When it comes to leads, quality or quantity?