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5 Mid-Funnel Lead Nurturing Mistakes

Modern B2B Marketing

Author: Steve Gershik Most marketers have their eyes on many moving targets — lead generation , conversion rates, new customer acquisition, customer retention, and even customer expansion. With that in mind, here are five of the most common mid-funnel lead nurturing mistakes: 1.

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Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Industrial Marketing Today

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Here are some of the significant findings from their research studies: Reduced the number of marketing-generated leads ignored by sales to as low as 25%.

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Trending Sources

Beyond Lead Generation: How to Use Content for Sales Enablement, Lead Nurturing and Retention

Modern B2B Marketing

Author: Caroline Watts Many marketers consider content to be primarily used for top-of-funnel lead generation techniques. Convert Mid-Funnel Leads. When using marketing automation for lead nurturing, content can (and should) play a major role in nurturing campaigns.

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Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Design, build and launch a nurture campaign targeted to “Mid Stage” leads.

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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. How to Use Trigger Events for More and Better Leads.

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Connecting the Dots: Marketing Big Data

Reachforce

shameless promotion ahead – if you are looking for a starting place to begin segmenting your leads database, this is a really good place to start. For this we had to pull data from both Marketo and Salesforce. Marketing: Lead source. All of the Marketing information above can be found in both Marketo and Salesforce.

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15 Facts to Know About Bottom of the Funnel Marketing

SnapApp

The sales funnel , as a whole, is a beautiful thing – but the bottom of the funnel is where things really get interesting. As a lead moves closer and closer to becoming a customer, marketers need to know how to increase the likelihood that the conversion actually happens.

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Interesting Infographics: Nurture Your Leads With Narrative

LEADership

Have you considered how to use strategically timed stories to nurture your leads and accelerate your sales funnel? In the early stage of the funnel, our prospect is usually not ready to buy and has little knowledge of the products and services we provide.

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Lead Generation Losing Out to Social Media? Not So Much.

The Point

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation.

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B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Lead generation is at the top of almost every B2B marketer’s responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams.

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B2B Marketing in a Downturn Part 1: Lead Generation and Nurture

Modern B2B Marketing

This week we focus on lead generation and lead nurturing, next week we’ll look at getting the most from content marketing, and finally we’ll concentrate on how to improve your sales and marketing alignment. Lead Generation and Lead Nurturing.

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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. Nurturing occurs between people, not companies.

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Getting Started Guide for Marketing Automation

The Effective Marketer

So here’s a quick “getting started” guide that looks at the marketing automation implementation process from a 10,000 foot view and gets you ready to used what will become your most important lead generation engine. Make sure that you have documented (yes, written somewhere so that everyone can see) a few important definitions such as: What is a lead (and expand it to include MQL, SQL, SAL and any other relevant lead stages)? Grande Guide to Lead Nurturing , by Eloqua.

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Don’t Believe ALL the Hype: Where Inbound Marketing Falls Short

Modern B2B Marketing

Because of the limitations of inbound marketing, a complete B2B marketing strategy needs to incorporate a full portfolio of lead-generation approaches, including events, webinars, email, and advertising as well as inbound tactics. Ensure no lead gets left behind.

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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.

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7 Ways To Kick Start B2B Sales Teams

Modern B2B Marketing

Lead generation now requires an understanding of new channels and changing buyer behavior. Better communication between departments, means less leads left sitting on the table because they were marked as ‘not a fit’.

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Manticore VII Marketing Automation and Lead Generation Released

Webbiquity

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities.

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50 Statistics About B2B Sales and Marketing (Mis)Alignment

Type A Communications

But if there’s one, at least in the business world, it’s how to fix the chasm between sales and marketing so companies quit bleeding leads (qualified or not) and customers. Sales reps ignore 50% of marketing leads ( 101 B2B Marketing and Sales Tips from The B2B Lead).

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Email Marketing: All Opt-Ins Are Not Created Equal

Modern B2B Marketing

These are the 3 ways marketers can inaugurate lead nurturing permission and why some are more effective: 1. The advantage is, you can fill your list with names quickly, but success in nurturing the contact to a desired action will take more than just dropping a message into their inbox.

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3 Ways to Improve the Quality of Your Sales Leads

Modern B2B Marketing

by Carol Fox If your sales leads aren’t receiving lead nurturing efforts from marketing to convert them quickly into business, they ultimately aren’t going to benefit your bottom line. Fine-tune your lead scoring system. Commit to lead nurturing.

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Forget About Hot Leads. It’s Cold Leads that Make the Difference.

The Point

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. This requires a constant re-loading of the sales funnel with new, expensive leads. Why is Marketo’s percentage so much higher than the average?

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Marketing in a Downturn Part 3: Aligning Sales and Marketing

Modern B2B Marketing

Read Part 1: Lead Generation and Nurture and Part 2: Content, Content, Content.). But in an age of cautious spending, no company can afford to have sales leads disappear because of poor internal processes. Score Your Leads Collaboratively.

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Measuring The Success Of Your Demand Generation Efforts

Modern B2B Marketing

by Carol Fox Demand generation is a core component of an evolved lead generation program. The distinction between traditional lead generation and evolved lead generation is that with the latter, leads are qualified before they go to sales.

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A Revenue Cycle Analytics Overview for B2B Success

Modern B2B Marketing

They define lead generation success, they give marketing relevancy within the organization and they drive strategies and campaigns. The newest revenue cycle analytics bring all aspects of lead behavior, campaign effectiveness and sales response into crystal clear view.

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Marketo's Secret Sauce for Demand Generation

Modern B2B Marketing

You may ask, why should anyone care what I have to say about demand generation? Well, at Marketo , we’ve built a world-class demand generation machine that has helped us in just 10 months to sign up over 130 customers in more than eight countries, including companies such as Thomson Reuters, Reed Business, and CollabNet. Here’s an outline of the topics I covered: Marketo's demand generation funnel. Our 21 day lead follow-up process.

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B2B Lead Generation Blog: 7 Tips to Improve Sales Follow-up & Close More Leads

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 Do you ever wonder was the lead even contacted?

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Back to Basics: What is Marketing Automation and Why Do I Need It Now?

Modern B2B Marketing

Sometimes at Marketo, we like to take a pause and get back to the basics. Overall, best-in-class marketers contribute more to the sales pipeline, with 57% of sales-accepted leads converted to the sales-qualified pipeline, and the company as a whole sees 14% overall growth in marketing revenue.

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Jon Miller Answers Your Questions: Reaching the Social Customer

Modern B2B Marketing

by Jason Miller Part two of the follow up from our Reaching the Social Customer webinar features our very own Jon Miller, VP of Marketing and co-founder of Marketo. Download the Guide to Creating Content Marketing for Demand Generation and start creating content that sells.

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Marketing Automation: Four Ways to Cure the Ailments of MOFU

Modern B2B Marketing

MOFU is the M iddle O f the FU nnel stage in a marketer’s lead funnel or revenue cycle. Far too often, a blockage develops in the MOFU stage where sales leads stagnate, wither, and die. Sales teams focus their time on closing the opportunities (bottom of the funnel activities.)

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5 Ways Sales Will Continue To Evolve

Modern B2B Marketing

Cutting edge technology combined with expanding online channels will offer sales teams countless strategic and operational choices to connect and convert leads. This allows sales teams more visibility into real-time actions of prospects being tracked in the revenue cycle funnel.

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Sales 2.0 and Social Media: Thought Leadership with Anneke Seley

Modern B2B Marketing

We can now point to many examples of social media contributing to a sales manager's monthly quota or filling the pipeline with qualified leads. What are your thoughts on lead nurturing to help sales move leads through the sales funnel? Lead nurturing is an important piece of the Sales 2.0 Companies should be measuring quantity and quality of sales leads generated by medium - both traditional and social - and comparing results.

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13 Tips for Marketing Transformation: A Checklist for Change Agents

Modern B2B Marketing

Document and communicate your data model and lead management processes : And, be sure to update them. If you don’t have your data model and lead management processes documented, you are headed for a world of hurt.

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How to Structure Your Organization for Sales and Marketing Alignment

Modern B2B Marketing

This means defining roles in marketing and sales in a way that helps you move leads through the pipeline more effectively. The following are a few of the specific marketing roles we suggest defining: Demand Generation: The core function of this role is lead generation.

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The ROI of Paid Social Media Ads

Modern B2B Marketing

For the last year or so, Marketo has been testing all these channels to determine what works and what doesn’t. This gives us the dual benefit of nurturing the relationship with our fans and generating leads for us. At Marketo, we’ve just begun to test these.

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4 Content Marketing Productivity Killers

Modern B2B Marketing

But, sometimes the decisions about what to create can be best guesses vs. decisions based on historical data about what content drives the most traffic, shares, leads, and revenue. Trouble Coordinating Content and Demand Generation Teams.

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The CMO Six-Pack: How to Pump Up Your Pipeline

Modern B2B Marketing

Today’s CMOs are held accountable for revenue generation, which requires a more systematic approach to market engagement, and a deeper understanding of technology. Optimizing the sales funnel. Implementing lead tracking. Recommended Solution: Marketo.

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The Best of the Best: 2015 Video Marketing Awards

Vidyard

Davis looked beyond typical, top-of-funnel use cases for video and infused video throughout the entire buying process, including into BenefitMall’s sales efforts as well. This first video was a top-of-funnel, motivating, and almost “cinematic” video.

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4 Steps to Tackle Data Quality and Velocity Issues

Modern B2B Marketing

For example, my team at Integrate recently examined its customers’ lead generation efforts and found that on average of nearly 40% of lead data was identified as poor quality (report to be published in January 2015).

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Sights and Sounds of SXSW: Transformational Marketing and The Era of Engagement

Modern B2B Marketing

This year, Marketo set out to make a splash at the event. On Sunday, Marketo featured four informative sessions around both marketing best practices and the future of marketing. Transformational Engagement Marketing Through Brand Activation and Consumer Nurturing.

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THE HACKIES: Pairing multi-channel attribution with lead scoring to improve marketing ROI

chiefmartech

Grew high-quality leads by 80%. Through the strategic allocation of advertising resources, we reduced our cost per lead to almost half the industry average ($35 per acquisition versus the industry average of $60 per acquisition) with a very lean marketing team.

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