April, 2010

Lead Nurturing Checklist for Marketing Automation

LeadSloth

If you want to make a start with Lead Nurturing, what are the right questions to ask? And what are the decisions that you need to make? In this post I present a short checklist of questions to ask before you get started with lead nurturing: Do you want to nurture new leads, existing leads or both? How do you to segment your audience? Do you want a linear drip campaign, or rule-driven dynamic campaign (flow chart). Which content is available for nurturing?

Outbound vs. Inbound Marketing: What's the Right Lead Generation Mix?

ViewPoint

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When Emails Go Bad: A Lesson in How to Apologize

The Point

If you’ve been involved in email marketing for any length of time, no matter how diligent and prepared you are for every campaign, something somewhere at some point will go wrong. And when that happens, a very large number of people will receive a message from you that isn’t quite what you intended for them to receive. It’s happened to all of us. It happened to Boingo Wireless last week.

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8 Critical Success Factors for Lead Generation 2.0

B2B Lead Generation

The single biggest issue for B2B marketers is effective lead generation. I wrote an eight part series on building an effective lead generation program a while back. To help readers who missed the series, I pulled all the posts together in order.

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

Responsible for B2B marketing or lead generation? Be my guest at B2B University in Boston on May 18th

Sales Lead Insights

If you are a B2B Marketer, or are responsible for lead generation, don’t miss this complimentary, half-day, educational event! What: B2B Marketing University. When: May 18, 2010. Where: W Hotel, 100 Stuart Street, Boston, MA 02116. Click here for the agenda and to register.

More Trending

Five Big Shifts in Social Media Marketing

Webbiquity

Social media reflects a larger trend toward buyer empowerment that has changed not only the practice but the underlying philosophies of marketing over the past several years. Power has gradually shifted over the past couple of decades from manufacturers (e.g. HP, P&G) to the channel (e.g. TigerDirect, Wal Mart) to consumers and b2b buyers. Prospective customers are now using technologies like iPods, TiVo and ad blockers to avoid advertising messages.

Using Content to Build Trust in B2B Marketing

Buzz Marketing for Technology

In the recent Edelman Trust Barometer report they detail out how trust is rebounding in a handful of Western countries especially in the United States where trust in business jumped 18 points to 54 percent. Which was an interesting statistic no doubt for many of us in business today. But for me – the real story was buried on page 7 of the report (see graphic) which talks about the number of times your message needs to hit target in order for it to resonate!

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Blog Makeover Nets Sales Leads for Software Company

The Point

How do you reinvent a company blog in a way that does more than simply provide a platform for thought leadership? That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability. Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value.

How People Impact Prospect Development

ViewPoint

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

Webinar Leads Demystified: Free webinar on April 28, 2010 at 2:00 pm EDT

Sales Lead Insights

Don’t miss this complimentary webinar about turning webinar registrants and attendees into qualified, sales-ready leads. Webinar Leads Demystified: Best practices for leveraging both webinar registrants and attendees. Wednesday, April 28, 2010 2:00 p.m. EDT (11:00 a.m. For more information and to register, click here. A webinar, or webinar series, can be a strong performer in a marketer’s demand-generation program.

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Interviews Part 1: Are you interviewing or just chatting?

WriteSpark

When you are interviewing a customer, are you really getting the information you need or are you just shooting the breeze? Of course you want to establish rapport with customers during an interview for a case study or other marketing project. And you want customers to feel comfortable in sharing their feedback or information for publication.

How to establish a voice of authority in a blog

Chris Koch

A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. For them to be successful, we need to help them establish their voices in a blog. The way that we establish trust and relationships with buyers is through authority. We want readers of our SMEs’ blogs to see them as experts. But you can’t establish that authority by putting a link to their LinkedIn profile on the blog.

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Customers don’t care about Channels

Buzz Marketing for Technology

Let’s face it at this point social media has gone mainstream. Customers are not only surfing the web looking for information but more and more they are relying on social media to get their information. Your customers can seamlessly move from web to social to call center to your front door. But do you treat them the same in each channel? Do the owners of each channel interact with each other? I didn’t think so.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

5 Ways to Better Marketing Performance with Marketing Operations

Everything Technology Marketing

In my last post “ 5 Steps to B2B Marketing Success ” we established a simple approach to improving success in B2B marketing, starting with understanding your audience, building a strong value proposition, mapping out the buyer’s journey, building compelling messages and content, and finally, investing in robust marketing automation.

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All Sales Lead Generation Strategies Are Not Created Equal

ViewPoint

Revamping Your Website? Questions to Ask and The Answers You Need

Sales Lead Insights

Jackie West, in her UK Industrial Marketing Blog , pointed out a great resource for anyone considering designing or redesigning their website. It is a list, compliments of Business Marketing Online , of some of the questions you should ask anyone offering to (re)design your company website , and the answers which you should be looking to receive. You can view or download the list here: [link].

A Simple Technique for Reducing Bounces & Unsubscribes

The Point

It used to be said that the average US business mailing address (snail mail) changes once every 9 months. That’s individuals moving, not companies. Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email addresses in your marketing database could change each and every year*. The result: more hard bounces and unsubscribes.

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How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

5 dials to tune in your lead generation process

B2B Lead Generation

It's important to think of lead generation as a process, rather than an isolated event, or a series of campaigns. A process can be continually improved through ongoing testing and refinement and will generate higher quality results more cost effectively (i.e. reduce expense-to-revenue ratio) and improve overall ROI. Think about your lead generation process as being controlled on a mixing board.

Customer Service is the New Marketing

Buzz Marketing for Technology

Zappos was founded in 1999 and sold to Amazon for $1.2 Billion Dollars just barely over ten years later. Zappos is powered by its customer service and was built on the premise of WOWing each and every customer. It’s that WOW or should I say WOM that enhanced the value of their marketing and attracted a player like Amazon.

How to Find Killer Topics for Blog Posts

Webbiquity

There have been many excellent pieces written on how to find topics for blog posts, such as The best 50 blogging ideas to choose from by Aswani Srivastava and How to find topics for your blog posts from Mike Consol. But the most powerful blog posts are those that answer questions your readers have. What kind of question? There are a couple of obvious criteria: first, it has to be an important question, not a trivial one—and the more important, the better.

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B2B Sales, Marketing … and STEM Education?

ViewPoint

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

How to build emotional engagement in B2B marketing

Chris Koch

I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix. Let’s face it, even if it was possible to curl up in front of the fire with a glass of wine and our B2B products and services, no one would do it. Most of the things we sell are about as emotive as army ants.

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5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. Prospects and customers are becoming more sophisticated and better informed than ever before. They are tuning out a lot of the marketing noise they receive which makes it harder for marketers to reach audiences the old fashioned way. Customers are are in the driver’s seat today.

Lead scoring thoughts to share

B2B Lead Generation

Recently, I've been having more conversations with marketers about what is lead scoring and how they can use it as a part of the overall lead qualification and nurturing process. The question "what is lead scoring?" also came up during the "Broad Reach + Intelligent Lead Nurturing = Increased Revenue" webinar. I participated in yesterday with Scott Mersy of Genius.com , Andrew. Gaffney of DemandGen Report , Ardath Albee of Marketing Interactions. So, what is lead scoring anyway?

Social Media and the Contact Center for Dummies (Wiley)

Buzz Marketing for Technology

One of the biggest challenges for organizations today is managing the flow of information about their brands, products, and services that occurs in social media channels, including microblogs (such as Twitter), social networking sites (such as Facebook), blogs, and online forums. More than ever, consumers use social media to spread the word about the brands they like and perhaps more importantly, don’t like.

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.