When Lead Management and Dating Align: Get Your Prospects to Swipe Right

Modern B2B Marketing

In this blog, I’ll cover tips for lead management to make sure your “first date” with a prospect isn’t your last. For businesses, this is typically done when a prospect meets their qualification criteria, generally through lead scoring. Lead Management b2b Consumer

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Infographic: The State of Marketing Automation Maturity

The Point

B2B Marketing Lead Management Lead Nurturing Marketing Automation Uncategorized hubspot marketing automation best practices marketing automation software marketing automation survey marketing automation tips marketo Marketo agency Marketo consultant Marketo partner pardot

Trending Sources

Top 10 Marketing Automation Mistakes

The Point

Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. Not setting up data management to empower effective reporting.

5 Techniques For Lead Management Success That You Probably Aren’t Using

Modern B2B Marketing

by Dayna Rothman Lead management is the ability to capture, respond, and manage incoming leads. Unfortunately, many marketers don’t employ clearly defined lead management practices. Work directly with sales to determine when a lead is “sales ready”.

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.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology.

Top 10 Demand Generation Resolutions for 2014

The Point

Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Even a modest lift in conversion rates (click to lead) can decrease cost per lead dramatically.

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

The Point

Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Design, build and launch a “Welcome” email program designed to improve follow-up and response to new leads.

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.

Lead Scores Too High? Maybe They Need An Expiration Date.

The Point

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. One elegant solution to this problem is to assign “expiration dates” to all positive lead scores.

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. More than two-thirds (68%) employ both behavioral and demographic lead scoring ( tweet this ). • 40% employ no type of immediate autoresponder (follow-up email) to new leads ( tweet this ).

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

Newer users focus marketing automation on driving customer acquisition, whereas more mature users leverage the technology’s ability to impact on lead nurturing and customer marketing (e.g. ” – Manager of Email Marketing, Large Online Retailer.

How to Reduce Unsubscribes Using Subscription Management

The Point

A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe unsubscriber the option to choose which types of messages he/she wants to receive (or not receive, as the case may be.)

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? In his post, Jon proposes extending the rule to lead nurturing, and states that “some of the best (lead nurturing) emails provide useful and compelling content in the email itself” – that is to say: without an offer.

Hillary’s Royal Blue Isn’t Quite Purple (And Other Trending Topics From the Marketo Water Cooler)

Sales Intelligence View

Conferences Marketing b2b marketing Customer Segmentation Event Marketing Strategy Hillary Clinton Innovation Technology lead generation lead management marketing marketo Marketo Marketing Nation Summit We always aim to participate in the industry at multiple levels. Our attendance at last week’s Marketing Nation Summit was no different.

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

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” How many FT employees (or equivalents) am I going to need to manage the system? Increase the rate and volume of qualified leads passed to field sales.

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

The Point

When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Examples of leads that fall into this category include students and competitors.

Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform.

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Mintigo’s conclusion across 186,500 B2B companies was that just three percent were using the most common marketing automation systems: Oracle Eloqua , Marketo, HubSpot, and Salesforce.com Pardot. I''d guess this is because they are answering specifically about marketing management.

Converting Trial & Freemium Users: Keep Selling Post-Trial

The Point

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested.

5 Tips For Supercharging Your Marketo Campaigns

Sales Intelligence View

Lead management isn’t for the faint of heart, but with these five pieces of advice, you’ll be well on your way to running successful marketing programs with Marketo. Marketing Marketing Intelligence Tips and Tricks Webinars Marketing Data Marketing Databases marketo

Key to Marketing Automation Success: Process First, then Campaigns

The Point

B2B Marketing Lead Management Lead Nurturing Marketing Automation marketing automation agency marketing automation consultant marketing automation consultants Marketo agency Marketo consultant Marketo partner sirius decisionsIn a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation.

Increasing Conversion Rates – Part 2

ANNUITAS

Take a look at both the value of a solid Lead Management Architecture and Lead Management Process: Lead Management Architecture- How Qualified is Qualified? Lead Management Process- Crystal Clear Accountability.

2011 Lead Management Optimization Survey shows less focus on branding, more on customers

Modern B2B Marketing

by Carol Fox CSO Insights just released the results of its annual Lead Management Optimization (LMO) Study. That said, lead generation seems to be slipping steadily over the years among companies surveyed, with sales relying increasingly on avenues other than marketing-generated leads.

4 Value Selling Tools to Move Leads Down the Funnel

Modern B2B Marketing

Author: David Svigel Buyer behavior has changed; contact with your prospects occurs later in the sales cycle, and your leads come armed with more information than ever before about your products and services. They’re potential sales leads, but may need a little nudge.

4 Ways to Optimize the Middle of the Funnel

Modern B2B Marketing

At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. It can take too long for SDRs to create sales accepted leads to send to AEs. Lead Management b2b

How to Use Surveys for B2B Lead Generation

Modern B2B Marketing

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. Innovative B2B marketers are using surveys as the perfect complement to lead forms.

Getting Started with Video for Lead Generation

Modern B2B Marketing

Author: Margot Mazur Lead generation is a huge part of a well rounded B2B marketing strategy. Done right, it can be an important and valuable lead generation tool, building trust with your audience and expanding your marketing strategy. . Add a Lead Generation Form.

6 Quick Tips to Improve Lead Database Quality

Modern B2B Marketing

Author: Ed King Let’s face it—your lead database is dirty and full of holes. Marketers often hesitate to automate de-duplication (the process of removing duplicate leads ) and prefer to eyeball duplicates and merge records manually due to fear of eliminating the wrong records.

An Interview with Jon Miller, Co-Founder of Marketo

ANNUITAS

We recently had the opportunity to connect with Jon Miller, Vice President of Marketing and Co-Founder of Marketo. Jon leads strategy and execution for all aspects of Marketo’s hyper-efficient demand center (powered by Marketo’s solution, of course). In Marketo’s popular blog, Modern B2B Marketing , he explores everything from lead nurturing and social media to marketing ROI and revenue performance management (RPM).

5 Critical Components of Lead Management Software

Modern B2B Marketing

by Maria Pergolino As marketing and sales teams align, both become more accountable to effectively managing leads within the pipeline. The ongoing changes in lead generation can overwhelm marketing and sales teams if it’s not organized and each team is unclear of its role.

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

Summary: Marketo's new Sales Insight ranks prospects for sales people, based on recent Web and email activities. It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. Marketo today officially launched “Sales Insight”, an application that makes prospect activity history directly available to sales people from within Salesforce.com. The moments are set up as real time triggers within Marketo.

How to Evolve Your Prospect Management in a Predictive World

Modern B2B Marketing

Author: Sean Zinsmeister It used to be that prospect management meant dolling out “ Glengarry Leads ” to add to your Rolodex, keeping a spreadsheet of top prospects, or most recently populating an empty CRM database with leads that seem to “look good.” Lead Management b2b

Strike Gold: How to Find Leads with External Intent Data

Modern B2B Marketing

At the bottom line, the movie is all about a salesman’s ability to close and the endless battle for a quality set of leads. The ever foreboding challenge is finding and closing the ‘Glengarry’ leads, the ones that will guarantee conversions and revenue. No More Weak Leads.

3 Reasons Why Data is the Foundation of a Successful ABM Strategy

Modern B2B Marketing

Lead Management b2bAuthor: Steve Pogorzelski Account-based marketing (ABM) continues to gain popularity among business-to-business (B2B) organizations looking to deepen engagement with specific accounts.

Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management

Modern B2B Marketing

by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. What lead management techniques do companies use for optimizing performance and velocity of their pipeline?

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.

What is the ROI of Lead Management?

LeadSloth

Earlier this year I downloaded Silverpop’s lead management workbook , and I planned to write about it. Unfortunately, not enough time… Last week I received a copy of Marketo’s Lead Nurturing workbook. Why Lead Management. Lead Scoring.

Dialogue Marketing: A Conversation with Maria Pergolino

The Point

Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino , Marketing Director at Marketo (and renowned all-around Content Marketing Queen.) ideas for weaving social media into lead generation and lead nurturing programs.