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Lead Nurturing for Software Trials

LeadSloth

In the past year I’ve been heads-down on many Marketing Automation projects, and this email inspired me write a follow-up: I’ve included 7 practical tips to get started and a brief case study. They signed up. What now?

Why Are Marketing Automation Managers So Hard to Find?

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Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? Marketing Automation Jobs.

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7 Reasons Why Marketing Automation Projects Fail

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Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. A marketing automation system is great for continuously running campaigns.

Eloqua Experience 2010

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In short, it is about understanding how marketing and sales drive revenue. It highlights the transition to a more metrics-driven way to optimize sales & marketing for revenue growth. Tags: marketing automation eloqua event marketing performance management

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense

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Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. Market2Lead was one of the early Marketing Automation vendors. Actually in 2006, when I was a marketing manager at a software company in San Francisco, I selected Market2Lead as our Marketing Automation system. But since then too little progress was made: the product was good, but their marketing was lagging behind. Marketing & Sales Belong Together.

Learn Holistic Lead Nurturing

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The agenda covers B2B marketing trends, marketing infrastructure, nurturing dialogs, campaign development and implementation advice. Cost: FREE for qualified marketers. It means that you identify market trends, then define a strategy for lead nurturing, and then implement it.

Great B2B Email Copywriters: Where Are You?

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You really need to understand direct response marketing, but apply it to the email medium. Most copywriters focus on whitepapers and press releases, fewer copywriters are good at direct marketing, and even fewer can apply direct marketing best practices to email marketing.

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5 Questions That Will Double Your Email Response Rates

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link this all to your marketing automation processes. Tags: content marketing marketing automation video Webinars whiteboard Great lead nurturing content starts with great email copy. So I’ve created 5 questions to ask yourself when writing email copy.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Drip Campaigns: Tips From Marketing Automation Monday

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Almost 30 people showed up for the first two Marketing Automation Monday meetups in San Francisco and Palo Alto. An email marketing vendor found out that people searching for "newsletters" are less sophisticated than those who search for "email software" That's useful info to fine-tune your nurturing programs. Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns.

MA Monday San Francisco and Other Cities

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The next Marketing Automation Monday will be in San Francisco on March 21st. It’s going to be the 3rd meetup in San Francisco, and we expect about two dozen Marketing Automation users, who will discuss integration with CRM and several other topics. Register for Marketing Automation Monday in San Francisco, March 21 @ 6pm. In addition to the topics, there is lots of opportunity to exchange best practices and to connect with like-minded Marketing Automation enthusiasts.

Marketing Automation Trends for 2010

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2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. Integration of Social Media, Inbound Marketing and Marketing Automation. Sales & marketing alignment. Marketing has none.

Process Turns Marketing Automation Into Revenue

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Today I read a blog post about 7 trends that speed up the adoption of marketing automation. The Software is Great, But… Marketing Automation software is often positioned as the be-all and end-all. They think strategically about their sales & marketing processes.

Social Media & Marketing Automation

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This week there was a discussion about Social Media and Marketing Automation in the LinkedIn Group of the Marketing Automation Association. I asked myself: Does Marketing Automation Get Social? How can Social Media be integrated with Marketing Automation?

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

Finding Untapped Revenue in Your Marketing Database

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In Manticore’s Quintessential Marketing Automation GuideBook I’ve written a chapter on how to find untapped revenue in your marketing database. Craig Rosenberg : Process, People, and Content: The Keys to Success with Marketing Automation Technology.

Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?

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If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com. Should you look at Marketing Automation options first? What if you prefer Microsoft CRM, but you also want to have a choice of Marketing Automation systems? CRM system market share.

Social CRM, Inbound Marketing and Marketing Automation

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Today I’m a panelist at the Silverpop Client Summit and we’re talking about Social CRM, Inbound Marketing and Marketing Automation, moderated by Adam Needles. Social Marketing Automation. Social + CRM + Marketing Automation.

7 Steps to Finding Untapped Revenue in Your Marketing Database

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This Tuesday (June 22nd) I’m presenting a webinar on the 7 steps to finding untapped revenue in your marketing database. Tags: Webinars lead management b2b marketing b2b marketing university lead nurturing

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

B2B Marketing Analytics

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On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ). My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. This is my take: Optimize marketing tactics.

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B2B Marketing Events 2010

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What are the key events to attend when you’d like to learn more about B2B Marketing, Marketing Automation, Lead Management? I’ve compiled a list of the events that matter: B2B Marketing Events for 2010. Some featured events: Silverpop B2B Marketing University.

Plugging the Leak in the Middle of the Sales & Marketing Funnel

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This video is a preview of Tuesday’s webinar “ 7 Steps to Finding Untapped Revenue in Your Marketing Database “, which covers a comprehensive 7 step process to design a lead nurturing strategy. Tags: lead management lead nurturing marketing funnel sales funnel

Lead Nurturing Checklist for Marketing Automation

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If you market in multiple languages, make sure your emails and marketing materials are also available in the local language. In B2B marketing, campaigns often run 3-12 months. If you want to make a start with Lead Nurturing, what are the right questions to ask?

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Sales 2.0: Marketing Automation & Salesforce Chatter

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I write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Marketing Automation can help both Marketing and Sales, but it requires intense collaboration: that’s what Sales 2.0

Hubspot Review

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UPDATED REVIEW: My earlier review of HubSpot’s Inbound Marketing software was more than 1 year old and the software has evolved a lot: time for an update! Marketing departments at mid-size companies.

Assessing The Value of Your Lead Database

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Tags: marketing automation

5 Ways to Use Social Media in Marketing Automation

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This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. I will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Upcoming Lead Management Events

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Hubspot is best known for their Inbound Marketing evangelism and a software product that helps small to medium-size companies generate leads through search engine optimization and social media. Tags: Demand Generation marketing automation b2b marketing events lead management

9 Marketing Automation Metrics

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Marketing Automation is on its way to the peak of the hype cycle. However, there are a couple of B2B Marketing experts who understand how to avoid inflated expectations. The strongest metrics show how marketing contributes to bottom-line revenue. marketing influenced pipeline.

Is Content Marketing the New PR?

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Today my article on Content Marketing was published on the Genius.com blog, and I wondered whether I could visualize how Content Marketing is different from traditional public relations and advertising.

Inbound Marketing Automation

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Should Marketing Automation systems add Inbound Marketing tools as standard features? What is Inbound Marketing? Dharmesh Shah of Hubspot defines inbound marketing to include search, social media and blogs. What is Marketing Automation? Why Automate Marketing?

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

Are You Old Enough for Inbound Marketing?

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The newest term on the block is “Inbound Marketing&#. I’ve already written several posts about Inbound Marketing, but I wondered if the average B2B marketing manager has any idea what it means. Are You Old Enough for Inbound Marketing?

What is the ROI of Lead Management?

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They explain that sales & marketing need to jointly create a definition of a qualified lead. I’ve just published a introductory post on Marketing Automation ROI on the MarketingGenius blog.

Marketing Automation Monday

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Would you like to meet up with fellow Marketing Automation professionals to exchange tips and best practices? Join us at Marketing Automation Monday for an informal panel discussion on using drip marketing to find more qualified leads and for networking with other like-minded marketers. Around 6pm we’ll start an informal panel discussion about drip marketing in which several people will present their drip campaigns. Why Marketing Automation Monday?

Review of FormAssembly Form Builder

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However, in a previous post I wrote about a project in which I’m replacing a full-blown Marketing Automation system with tools that add on to Salesforce.com. link] However, it does not automatically recognize repeat visitors, like most marketing automation systems.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality