The Effective Marketer

The New Rules of Lead Generation: Book Review

The Effective Marketer

I was fortunate to receive a copy of “ The New Rules of Lead Generation “, by David T. Scott, is the founder and CEO of Marketfish , a data management and lead generation platform. According to David, there are 5 steps to a successful lead generation program: 1.

How to Get Sales and Marketing on the Same Page

The Effective Marketer

Sales and marketing can make beautiful music together in the form of more leads and sales! This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes.

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The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. Create (generation of “original” demand, focusing on quality, i.e. generating a better lead for sales). This all leads to a few things.

When Leads Go Cold

The Effective Marketer

It seems with all the systems we have today to generate, score, and nurture leads, it all comes down to sales. The amount of time it takes for a sales person to follow up with a lead can determine whether the deal is closed or not.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Marketing Automation Catching On Fire

The Effective Marketer

That points to the evolving nature of the market, and the key functions of lead nurturing, scoring, and automated triggers becoming part of email marketing and other marketing solutions. A Forrester Report (B2B Lead Management Automation Market Overview, Sept 2009) says: “…we estimate that currently between 2% and 5% of B2B firms have invested in full-featured LMA functionality …&# Eloqua (via CMO Brian Kardon) feel 5-7% market penetration is closer.

A Content Framework for Sales Enablement

The Effective Marketer

That involves emails, eBooks, whitepapers, videos, and the myriad of other content deliverables that are focused on lead nurturing and demand generation. With all the hype around content marketing, all the attention is typically on the front-end, customer-facing content materials.

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Why Sales and Marketing Don't Get Along « The Effective Marketer

The Effective Marketer

from the marketing guy and “Their leads suck!&# But why is that this fight on lead quality continues? According to a recent chart published by MarketingSherpa (below), 80% of marketers don’t spend time qualifying leads before sending them to sales.

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How to Build a Content Development Plan for Your Site

The Effective Marketer

And as a consequence of that, you’ll have a site with content that effectively supports lead generation. Note: this is another great guest post by Brad Shorr. See his bio at the end. Have you ever visited a website that looked like a teenager’s bedroom – content strewn about everywhere, overflowing with information yet impossible to find what you’re looking for? This often happens when a firm fails to make a long-term content development plan a component of its new site launch.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Rise of the Content Marketer Content Needs a King I know I don’t have to argue the value of content to readers of this blog.

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6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

Don’t restrict your content marketing efforts to lead-gen only channels, instead make sure that your content strategy involves every communication that goes out or that is touched by someone outside the organization. Although much deserved attention is given to Blogs, eBooks, Webinars, Data Sheets, Press Releases, Videos, and other typical channels when talking about content creation, you shouldn’t forget to include the following touchpoints in your content marketing plan.

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Which content produces the highest quality lead, and does it matter where we measure this success in the customer journey? Lead generation Marketing Automation first touch last touch Lead Nurturing marketing attribution marketing metrics software advice

what's your marketing approach?

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? An interesting post by Steve Johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. As marketers, we sometimes fall victims of the routine day-to-day tactical activities and forget why we are doing them.

Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

According to the research “ email marketing’s ability to provide a high quantity of leads combined with direct revenue gains ” is what makes it still an attractive channel.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Marketing Automation is More Than Technology

The Effective Marketer

From the report, it seems the key critical element that is impacted the most by marketing technology when it comes to automating campaign response, nurturing, and scoring your leads is the increase in response rates. As you move from one stage to the next (inquiries, leads, qualified leads, etc.) Is not about getting more leads or more inquiries, is about getting the right ones and improving the odds of closing a deal at each stage.

Inbound Marketing Analytics 101

The Effective Marketer

Lead Nurturing & Marketing Automation. Book Review Content Marketing Email Marketing Lead generation Marketing Automation Marketing ROI Online Marketing Blogging hubspot inbound marketing Landing Pages Lead Nurturing marketing analytics SEO Social Media websiteHubSpot does it again, taking content that is not necessarily new or revolutionary and putting it in a nicely formatted eBook that makes reading it a pleasure.

When Inbound Marketing Goes Wrong

The Effective Marketer

However, while early results are strong, the leads can dwindle to a trickle “ That’s not your typical Inbound Marketing whitepaper! “Increased output is not directly linked to a greater number of leads or customers or higher profit. As Marketo puts it: “The leads you’ve generated via inbound marketing are often still conducting research and evaluating their solution options.

Upcoming Marketing Conferences « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Upcoming Marketing Conferences It’s February already and you keep thinking “what the heck happened to January&# ? You’re note alone. A few good events have come and gone, like the Digital Marketing Forum , MarketingSherpa’s Email Marketing Summit , and the Email Evolution Conference and I completely missed them.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Getting the most out of conferences and events « The Effective.

The Effective Marketer

What Do Buyers Want?

The Effective Marketer

You have created all that content, invested in a marketing automation system, and still the leads are not converting. The Marketing Manager is not looking to replace the email software, she wants a better way to generate qualified leads. Just because every other vendor in the industry uses certain terms and creates certain types of content, it doesn’t mean you should follow their lead.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Big but concise lead-in. Big lead-in helps keep users reading. What I Don’t Like: Lead-in copy “Explode six direct marketing myths&# doesn’t tell me much, poor choice of words (although ‘myths’ tend to get people to read).

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

There are lead generation programs, the new email marketing system being implemented, and something the sales department asked you to do (don’t they always?) I’ve heard a few times now from companies that want to get their content marketing engine cranking but haven’t put anything out there yet because of one of the following reasons: We don’t have a marketing person or department. We don’t have enough time to create content.

A Content Framework for Sales Enablement

The Effective Marketer

That involves emails, eBooks, whitepapers, videos, and the myriad of other content deliverables that are focused on lead nurturing and demand generation. With all the hype around content marketing, all the attention is typically on the front-end, customer-facing content materials.

FAQ 11

Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. It is the technology behind your demand / lead processes.

How to Include Webinars in Your Content Plan

The Effective Marketer

Supporting this sentiment, MarketingSherpa puts Webinars again at top three most effective lead generation tactics.

Deconstructing an Email Marketing Campaign

The Effective Marketer

There are landing pages, thank you pages, linking all to a CRM system and ensuring you are capturing leads and nurturing them. In addition, the Marketing Automation software will help get people who responded to your email campaign into a lead nurturing process.

Making the Most of Your Webinars

The Effective Marketer

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12+ Tips for Trade Show Success

The Effective Marketer

brings 12 tips for ensuring shows deliver the leads you expect. Capture detailed lead information. Enter all leads into a CRM system for Sales follow-up. Make Your Trade Shows Count.

How Everybody Wins with HubSpot's Funding « The Effective Marketer

The Effective Marketer

Click to enlarge With the new round of financing, HubSpot now leads the pack in terms of VC funding and takes the total amount raised to date by key marketing players to over $220 million.

WordPress Plugins for Marketers

The Effective Marketer

The Fun Theory: How to Change Behavior

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Fun Theory: How to Change Behavior How do you change people’s behavior?

Webinar Presentations That Suck « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Webinar Presentations That Suck You are not even 3 minutes into the webinar and you know it: The presentation will suck.

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The Challenges in Adoption of Marketing Technology « The Effective.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Challenges in Adoption of Marketing Technology A recent webinar hosted by Neolane, “ Crack the Code – Getting C-Suite Buy-In for Your Marketing Tech Purchases &# had a very interesting presentation by Suresh Vital from Forrester Research.

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What Makes a Great Creative Brief? « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What Makes a Great Creative Brief? A similar question was posted on Quora and elicited a number of different but very interesting responses. It just goes to show that there is still a lot of controversy when it comes to creative briefs in marketing. If you come from the agency side, you are used to a certain format.

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The New Rules of Lead Generation: Book Review

The Effective Marketer

I was fortunate to receive a copy of “ The New Rules of Lead Generation “, by David T. Scott,is the founder and CEO of Marketfish , a data management and lead generation platform. According to David, there are 5 steps to a successful lead generation program: 1.

Best Practices for Webinar Landing Pages

The Effective Marketer

Webinars are a great way to generate leads in the B2B world because not only of the fact that you will have a captive audience for the duration of most of the presentation, it also yields a ton of content possibilities.

How to Build a Lead Scoring Program

The Effective Marketer

Every company wants high leads volume – but not prioritizing those opportunities can leave sales wasting time on leads that will never buy, while the best prospects fall through the cracks. Fortunately, an effective lead scoring program can address this problem. In it, VisionEdge Marketing President Laura Patterson demonstrates how to use “fit” and “behavior” metrics to rate your leads. By Ashley Furness, guest blogger and Software Advice market analyst.