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.

Videos for Lead Nurturing? They Can Do a Lot More Than You Think

Modern B2B Marketing

According to SiriusDecisions, 80% of unqualified leads today—those understandably ignored by sales—will go on to buy from someone within the next 24 months. The solution is nurturing, buy how do you do that? At the bottom of the funnel, buyers want to be convinced.

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The 8 Lead Nurturing Tracks You’ve Never Heard Of

Modern B2B Marketing

Author: Sam Boush It’s tempting to build lead nurturing streams around your major campaigns—and stop there. But lead nurturing isn’t “one size fits all.” Here are eight (admittedly offbeat) tracks that will help move prospects through your marketing and sales funnel.

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%.

How Smart Lead Nurturing Can Grow Revenue


Forward-thinking B2B businesses develop strategies for nurturing their prospects. Too often nurturing also is focused only at the top of the sales funnel – ignoring the rest of the lead’s journey through the sales lifecycle. It’s why Coveney, the president of RevEngine Marketing, joined with LeanData Chief Marketing Officer Adam New-Waterson for a recent webinar called “Smarter Lead Nurturing” about the practical steps businesses can take to better engage prospects.

Forget the Flowchart! Lead Nurturing’s New Paradigm in 4 Simple Steps

Modern B2B Marketing

Author: Rajiv Kapoor Having worked with 80+ companies on their marketing automation, we’ve seen this scenario repeated over and over: A marketing automation client wants to automate their lead nurturing program , so they create a flowchart. ” Match leads to nurture streams.

The Who, What, When, How and Why of Lead Nurturing with Webinars and Videos

Modern B2B Marketing

In this blog, discover the who, what, when, how and why of lead nurturing through webinars and videos so you can take your buyers on a more engaging (and fun) journey. Anyone involved in marketing knows the importance of generating quality leads for their sales team.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a very detailed and useful comparison of the leading brands. The guide also includes insights from leading marketing automation practitioners.

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.

15 Facts to Know About Bottom of the Funnel Marketing


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.

[Infographic] Nurture Your Leads with Narrative 

Modern B2B Marketing

Author: Dayna Rothman Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. Lead nurturing happens across multiple channels, and for your communications to be effective, you need to tell a story.

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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. Read the Tips on How to Use LinkedIn for Better Lead Generation.

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Connecting the Dots: Marketing Big Data


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.

Push it Good! Tips to Move Leads Through the Funnel

Modern B2B Marketing

Increases the velocity at which leads flow through the funnel. But, if you answered “automated lead nurturing” you are spot on! It is an understatement that lead nurturing is a key driver moving leads through the funnel , but how do you know if your efforts are impactful?

Lead Nurturing: 5 Ways to Hatch More Sales

Modern B2B Marketing

by Carol Fox Is your lead nurturing process a little like waiting for eggs to hatch? Not to worry – many organizations are faced with the challenge of lead nurturing. However, nudging leads too fast, or with the wrong message, can quickly spoil them.

Marketo’s Lead Nurturing in Less Than 5 Minutes

Modern B2B Marketing

Our friends at Marketing Cloud recently posted a Brainshark about Marketo. For those of you who don’t know what a Brainshark is, it’s a cloud-based presentation I did on our lead nurturing process, conveniently segmented into eight pieces. by Jon Miller.

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. It’s critical to add the human touch to lead nurturing.


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.

Interesting Infographics: Nurture Your Leads With Narrative


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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Ditch the Carpool Lane! Why Marketing Automation is the Self-Driving Car

Modern B2B Marketing

Author: Maggie Jones As a marketer, your job is to guide your leads through the sales funnel, from anonymous prospects to happy customers. But as your business grows, old methods of lead nurturing – the way that we drive our leads through the funnel – no longer work.

Are You Optimizing the Top and Bottom of the Sales Funnel?

Modern B2B Marketing

by Maria Pergolino In today’s B2B marketplace, revenue cycle management is all about the sales funnel. But if yours is less than streamlined, you may be leaking more leads than you convert. To start the process, marketing needs to generate the best- qualified sales lead.

Top 10 Tips for Lead Nurturing Success

Modern B2B Marketing

A great addition to Marketo’s Resources has been the Spear Marketing Group white paper, Top 10 Tips for Lead Nurturing Success , written by Howard Sewell. Not only is it a helpful resource when starting your lead nurturing , it also embodies and reinforces so many Marketo best practices. Start with a goal : Setting up a lead nurturing program is not a goal. Lead nurturing is possible without lots of content.

Pain Killers vs. Vitamins in Email Writing

Modern B2B Marketing

When speaking to potential buyers in our top-of-funnel nurture tracks, I ask myself, what pain point am I looking to solve? How do you think about upsell emails differently from top-of-the funnel nurturing emails ? Lead Nurturing

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. Don’t settle for basic “one-size fits-all” lead nurturing.

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.

How Smart Lead Nurturing Can Grow Revenue


Forward-thinking B2B businesses develop strategies for nurturing their prospects. Too often nurturing also is focused only at the top of the sales funnel – ignoring the rest of the lead’s journey through the sales lifecycle. It’s why Coveney, the president of RevEngine Marketing, joined with LeanData Chief Marketing Officer Adam New-Waterson for a recent webinar called “Smarter Lead Nurturing” about the practical steps businesses can take to better engage prospects.

Five Ways Marketing Automation is Transforming B2B Marketing

Modern B2B Marketing

Here are 5 ways that marketing automation technology is transforming our B2B marketing world: Lead nurturing : As many as 80% of your prospects could buy from you someday but aren’t ready to buy from you today.

Interview with Moni Oloyede

Onalytica B2B

She has worked with all the major marketing automation companies – Marketo, Eloqua, HubSpot, and ExactTarget. She has a proven track record in integrated marketing, especially with establishing digital presence through SEO optimization, lead generation process, and website optimization.

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.

Lead Generation: How Do You Balance Quantity with Quality?

Modern B2B Marketing

Finding new leads, leads that haven’t yet found you, and preparing them for sales is tough work. A good lead generation team keeps your sales team fed and focused on closing deals. Pass lots of leads to sales. Pass quality leads to sales. Which leads to qualify.

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.

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).

Love Every Lead – 4 Ways Marketing Automation Benefits the Sales Cycle

Modern B2B Marketing

It’s very clear that marketers can now generate, score and nurture leads to a level that was not possible just a few years ago. Lead scoring and nurturing tools ensure that a company can manage the top of the funnel through to marketing qualified leads (MQL).


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.

20 Ideas from Power Users to Power Up Your B2B Marketing Automation

Modern B2B Marketing

Perhaps more importantly, as the industry matures, leading-edge marketing automation practitioners now have many years, or even a full decade, of experience under their belt. Without strategy, people, and process, Marketo is just another email tool. Lead Scoring and Nurturing.

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.

The Difference between Lead Nurturing Accelerator Campaigns and Lead Lifecycle Campaigns

Modern B2B Marketing

Today Marketo released chapter 3 to The Definitive Guide to Lead Nurturing , and we are so excited to see so many people returning to check out this week’s chapter on Advanced Lead Nurturing. In this chapter, Marketo shares best practices on Accelerator Campaigns and Lead Lifecycle Campaigns. Some quick tips on Accelerator Campaigns include: Start simple and build out these lead nurturing campaigns.

5 Ways to Get Started With Closed Loop Marketing

Modern B2B Marketing

In a nutshell, with a Closed Loop Marketing approach, marketers are responsible for more than branding and product updates, and need to watch customer reaction to marketing, to ensure their sales funnel doesn’t have any leaks. Lead Scoring: Have a good lead scoring program in place.

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.

Marketo's Secret Sauce for Demand Generation

Modern B2B Marketing

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. Now, I'm not writing this to promote Marketo, but I think our results are proof that we’re doing something right with our own demand generation and lead management processes. Our 21 day lead follow-up process.