Sat.Feb 01, 2014 - Fri.Feb 07, 2014

Lead Generation: Balancing lead quality and lead quantity

B2B Lead Generation

Tweet Lead generation is somewhat like a tightrope act. Generate too many leads, and the rope between Sales and Marketing breaks. If you don’t generate enough leads that turn into sales, your ROI plummets. As Debbie Pryer, Program Manager, Siemens Healthcare , discovered, finding the right balance between lead quantity and quality takes trust, teamwork and planning. When the rope breaks, you get the Wild West.

4 Key Marketing Technology Takeaways From A Forrester Wave


by Amanda Batista | Tweet this 2014 is poised to be an exciting year for marketing technology. The surge of connection points that marketers are managing — while challenging to navigate — present additional data sources and offer ways to extend engagement and learn more about customers.


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Growth Hackers And The Marketing Wake Up Call

Marketing Insider Group

One of the biggest trends in marketing was defined in one of the top Slideshare presentations from last year. Nestled at number 22 was a presentation on “growth hacking.” ” . I wasn’t really sure what a “growth hacker” was or what impact it has on marketing. But as soon as I saw it, I knew that I was one of them. Or at least I want to be. Are you a growth hacker? What is Growth Hacking?

Jon Miller, Marketo Co-Founder and VP Marketing : How To Make Data Analytics a Natural Marketing Outcome [Podcast]

Crimson Marketing

An extremely small minority of companies understand how to tweak their demand generation funnel to account for real time activities inside their organization. Marketing automation is the hot trend in technology marketing, but how do you move away from the daunting process of “data science”?

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.

5 Elements to Complete Your Social Presence

KoMarketing Associates

Social media has long been part of the overall marketing strategy for many companies, 86% of marketers indicate that social media is a vital part of their business. While social is no longer new to strategic online marketing initiatives, there are still several factors for marketers to take into consideration when building out social media profiles. In this post, we’ll take a look at 5 ways to optimize your social presence. Complete Comprehensive Social Media Profile Information.

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Marketing Leadership: 5 Steps To Learning Agility

Marketing Insider Group

As we all struggle to stay competitive in a fast-moving world, the topic of leadership is a really important one. We need to adapt to new business strategies, new ways of working and new challenges. How do great leaders stay current with the latest trends and polish their skills to meet these new challenges head on?

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Pay attention to me: do gimmicks really work in digital marketing?


Part of the challenge of digital marketing is that competitors are trying to master it too. No matter how high the number, if you have the same amount of followers, email addresses or page views as your next closest enemy, are you really at a digital marketing advantage ? Creativity in marketing is often the thing that sets businesses apart.

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Getting the Most Out of Google Shopping as a B2B E-Commerce Vendor

KoMarketing Associates

Google Shopping is one of the more underutilized PPC strategies for B2B companies, especially those that have an e-commerce component to their online marketing strategy. Because many B2B marketers fail to realize that Google Shopping is now integrated with AdWords, putting this area of prime real estate in search results in optimal paid advertising position. Because the Google Shopping results utilize photos, they tend to draw more attention than the other text ads on the page.

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8 Takeaways From MediaPost’s Social Media Insider Summit


by Erick Mott | Tweet this When social business doors swing open, expectations go up. . During the Social Media Insider Summit 2014 held at the South Seas Island Resort, I was reminded of a simple idea: Come rain or shine, resort staff and facilities must deliver meaningful customer experiences in an environment of change and high expectations. Cloudy skies and rain are certainly not welcome at a seaside resort.

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!

New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014

Customer Experience Matrix

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. This is always a fun project because it gives me an overview of what all the vendors have been up to for the past six months. A few interesting trends stood out: revenue growth is accelerating.

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Please Don’t Mistake Blog Writing for Book Writing

Writing on the Web

Blog writing isn’t the same as book writing. Here’s why. An interesting post from Jane Friedman called “ Please Don’t Blog Your Book ,” gives four reasons why you shouldn’t use your blog to write a book. She’s right about blog writing being different than book writing. And I agree with her that blogs make bad books. The informal nature of blog writing isn’t what you expect to read in a book.

Getting back to marketing basics


(Photo credit: Wikipedia). In the rush to implement the latest social and digital marketing programs, many marketers appear to focus on the communication aspects of their initiatives, often without much thought about the underlying strategy. They cite increases in followers, likes and visits and celebrate their successes.

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How Do You Work Content Into Your Marketing Mix? [New benchmark report]


by Amanda Batista | Tweet this There are a lot of great surveys and reports about the state of content marketing out there (props Content Marketing Institute/MarketingProfs and Demand Gen Report ). The wealth of information about content marketing is a true testament to its value in the customer engagement process. That said, we wanted to dig into the trends of the community of modern marketers using Eloqua – to find out how content factors into your strategies.

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.

Genius and LoopFuse Are Acquired; Leadsius Picks Up the Freemium Banner

Customer Experience Matrix

The past week has seen two acquisition announcements in the B2B marketing automation space: LoopFuse by SalesFUSION and LeadRocket/Genius by CallidusCloud , which owns LeadFormix. Both of the acquired vendors had bright prospects at one time but fell by the wayside. Interestingly, both pursued a “freemium” strategy of offering their system for free to users with small databases. The goal is to build a big base of users, some of whom will eventually pay real money for a larger installation.

Expert Ebooks: Getting Reader Research Right

Writing on the Web

I’ve been sharing about how to start your expert ebook project right, by being clear about who your readers are and what they most want to know. How should you go about reader research? For example, if you wanted to know how seniors are using the Internet, you could look at the Pew Research site.

Why Organizations Should Stop Focusing on Lead Nurturing Campaigns


The stats, guides and tips to effective lead nurturing abound in the B2B marketplace and yet with all of this information, still only a fraction of B2B companies are using or effective in the use of lead nurturing according to MarketingSherpa. In fact, according to Sherpa’s 2012 Lead Generation Report, 64% of respondents say they are passing all responses from marketing campaigns directly to sales. Clearly, not best practice.

Why “experiential marketing” offers new opportunities


(Photo credit: DaveHarkins). The world of marketing is constantly changing, especially with new definitions and approaches. The latest is “experiential marketing”, which is basically about interacting with your customer. In light of the pervasive suspicion of traditional advertising (e.g. TV, print and radio) these days, consumers prefer to experience a product or service in the context of how they would use it in their everyday lives.

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.

How to Grab Readers’ Attention: Be Counterintuitive

Chris Koch

3D printed bust (Photo credit: Gastev). How do you take a subject that’s been written about to death, 3D printing, and give readers a fresh approach? One way is to be counterintuitive. Here’s an example of a post that will run soon on SAP ‘s blogging channels that I collaborated on with my colleague, Stephanie Overby: The True Workhorse Behind the Maker Revolution (Hint: It’s not 3D Printers ). 3D printers are cool, new, and fun. And they certainly have a lot of potential.

#BADMarketing at JCPenney

Crimson Marketing

Does anyone else see who this tea kettle resembles? Hint: He was the leader of the Third Reich. . Share your thoughts and guesses below! BADMarketing . ADWEEK ). The post #BADMarketing at JCPenney appeared first on. BADMarketing


The Experts on How to Get a Book Published

Writing on the Web

The problem with going to a conference is that I always come away with a to-do list a mile long. But I love the rekindled passion and energy. Truly, the Publishing at Sea conference aboard a cruise ship in the Caribbean was an explosion of information and ideas. Joan Stewart , the Publicity Hound, captured a few learning gems on How to Get a Book Published on her post here.

Why are you learning more about digital marketing?


(Photo credit: No, I am not here to announce that digital marketing is dead. In fact, it’s just a baby. What I am really asking is very simple: Why are you learning more about digital marketing? What is your specific reason? The reason that I ask that is I am concerned that too many of us are learning more out of reflex. We don’t understand something and that makes us feel uncomfortable and so we think we need to learn more.

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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.

B2B Deliverability Metrics That Matter


When B2B Marketers think about key campaign metrics, the typical statistics that come to mind include open and click-through rates. However, there are other metrics that matter, especially when it comes to making sure that your nurture emails are hitting the Inbox. Not sure what to measure?

How to Use The Search Monitor in Higher Education Advertising


How do you know when the time is right to incorporate a tool into your paid search strategy for higher education? It’s a risk to not utilize the tool to its fullest potential. That’s why some tools offer the layer of security that you need to know where to spend budget, along with what your competitors are advertise for. The Search Monitor (TSM) tool not only helps you understand the degree programs your competitors are advertising for but also which competitors might be bidding on your brand.

Using Customer Lifetime Value to to Improve Marketing Investment Decisions

Measure Up Marketing

The profits generated during the retention phase of a customer relationship are often referred to as customer lifetime value or customer retention equity. Intuitively, we know that Customer Lifetime Value (CLV) is an important metric for every company. It represents the value of your organization’s relationship with the customer. . . While CLV has tremendous financial implications, it also serves to facilitate marketing investment decisions.

The Uneasy Speaker's Guide to Confident Public Speaking

Public speaking has never come easily to me. I recall a middle school assignment in which I attempted to demonstrate how to lace Adidas in Run-DMC style. My fingers trembled so badly that I never managed to slip the lace''s aglet through the sneaker''s eyelet. Yet despite my hard-wired uneasiness, for the past several years, public speaking has become an unavoidable part of my career.

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.