Lead Nurturing for Software Trials
FEBRUARY 20, 2012
This week someone asked me about lead nurturing for people who signed up for a 30-day product trial (for a SaaS/Cloud software product). Tip 2: Make Product Adoption Your #1 Goal. Instead, focus on tips and resources to make sure the trial users get the most out of your product.
Why Are Marketing Automation Managers So Hard to Find?
OCTOBER 16, 2009
Genius.com, Product Marketing Genius ( PDF ), San Mateo CA. 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. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators.
7 Reasons Why Marketing Automation Projects Fail
AUGUST 24, 2009
In complex B2B sales situations you cannot rely on product-centric communications, nor on discounts ( this week 10% off! ). However, if growth has stalled because you’re selling the wrong products to the wrong people, Marketing Automation will not help.
Eloqua Experience 2010
OCTOBER 20, 2010
The new Eloqua Cloud Connector product integrates 3rd party applications like JigSaw and Webex in the Program Builder. Another new product is Eloqua Discover for Salesforce.com. So there were lots of new initiatives, products and services that were covered during the event.
7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense
MAY 25, 2010
But since then too little progress was made: the product was good, but their marketing was lagging behind. More and more I’ve come to believe that great marketing initiatives go bad if marketing and sales don’t have a productive relationship. Enterprise-Ready Product. More on a product-level, Oracle is getting their hands on a very feature-rich product. The Market2Lead product has been developed using the Java programming language.
Drip Campaigns: Tips From Marketing Automation Monday
NOVEMBER 16, 2010
Often, this is based on product, company size, industry or sales channel (direct, partner, affiliate). Lead Nurturing Based on Product Usage. Many of them have trial programs, so potential clients can try the product before they buy. Several people mentioned they were feeding product usage information to their Marketing Automation system to tailor the drip campaigns. At one company, product managers for the different product lines could request email campaigns.
Marketing Automation Trends for 2010
JANUARY 12, 2010
Scott Mersy , VP Marketing and Products, Genius.com. At the executive level, ROI reporting by business segment or marketing activity as well as overall marketing investment will enable the marketer to show revenue contribution and make meaningful contributions in discussion about the direction of the company and its products and services. Scott Mersy, VP Marketing and Products, Genius.com ( @smersy ). 2009 was the year in which Marketing Automation really took off.
Process Turns Marketing Automation Into Revenue
OCTOBER 18, 2010
But usually, it also requires a renewed focus on creating content that focuses on the buyer’s issues, rather than your own products. Today I read a blog post about 7 trends that speed up the adoption of marketing automation.
Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?
SEPTEMBER 8, 2010
However, Forrester states that Microsoft Dynamics CRM may actually be a better CRM product. Forrester recently released a vendor evaluation for midmarket CRM vendors. If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com.
JULY 12, 2010
HubSpot’s Medium and Large products give you the option to keep using your own site. 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!
Upcoming Lead Management Events
JUNE 7, 2010
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.
Lead Nurturing Checklist for Marketing Automation
APRIL 15, 2010
If you sell multiple products, cross-selling may work for you. If someone is interested in product A, don’t send info on product B, unless products A and B are similar or at least complementary.
B2B Marketing Events 2010
FEBRUARY 15, 2010
Although it’s organized by Silverpop, it’s primarily a thought leadership event: no product demos, customer cases, or other company promotions. What are the key events to attend when you’d like to learn more about B2B Marketing, Marketing Automation, Lead Management?
5 Ways to Use Social Media in Marketing Automation
FEBRUARY 17, 2010
You can also use Social Networks to keep customers informed of new products and services, and giving them the opportunity to provide feedback. This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC.
B2B Marketing Analytics
FEBRUARY 10, 2010
I’ve seen some promising products, like YouCalc and GoodData (a client of mine), but it’s not as easy and comprehensive as Google Analytics is for Web Analytics. On Saturday I presented a session about B2B Marketing Analytics at AnalyticsCamp in Chapel Hill ( slides here ).
Is Content Marketing the New PR?
OCTOBER 20, 2009
You give them a briefing, and they create press releases and advertisements that tout your products.
Inbound Marketing Automation
JUNE 30, 2009
The ultimate goal of automation is to make marketing teams more productive, by automating repetitive tasks and creating better reports. Should Marketing Automation systems add Inbound Marketing tools as standard features? Or is it better to keep those tools separate?
ActiveConversion Review - SMB Lead Management
MARCH 16, 2009
Therefore I initially called them a ‘niche vendor’ However, the product has evolved into a fairly complete marketing automation suite for SMB companies. e-commerce websites) typically use a dedicated web analytics product such as Google Analytics.
Why I’ve Joined Marketo
DECEMBER 14, 2010
Therefore, I won’t blog about vendors and products. Most readers of this blog will know that I’m passionate about Marketing Automation and Lead Management. As a consultant, I really enjoy helping organizations optimize their Marketing Automation efforts using the latest techniques and best practices. On this blog I write about this, trying to generate discussion, share ideas, and – in the process – learn a lot myself.
Impressive Marketo User Summit
OCTOBER 15, 2010
Webex Integration & Other Product News. Peterson, VP Products, presented the product roadmap. GotoWebinar will follow, but GotoWebinar first needs to add an API to their product (please do so ASAP!). At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week.
Pardot User Conference Proves They’re a Top Marketing Automation Vendor
SEPTEMBER 30, 2010
The sessions were about lead management, lead nurturing, content marketing, social media and Pardot product sessions. In my opinion, there are three reasons: a good product that is easy to use. The past two days I attended the Pardot User Conference , and also presented a session on Lead Nurturing. Over 100 Pardot customers from all over North America attended this event. And that’s impressive. Learnings From The Conference. The conference had a nice balance of sessions.
What Lead Nurturing Content to Send When?
AUGUST 24, 2010
Or if they register for a demo of your product, a logical next step my be a product trial or a free consultation. Then start mixing in some more promotional content, which could be offers or product-related content.
Email Newsletters: a Best Practice That Needs to Die
AUGUST 5, 2010
Again, this is where newsletters often go wrong: they try to promote a webinar, a whitepaper, and a new product, all in the same message. DemandBase has just announced a webinar series called B2B Marketing Best Practices that Need to Die (I will present one of the sessions). Today, I’m working on my presentation for Monday’s lead nurturing webinar 7 steps to finding untapped revenue in your marketing database , where I’m presenting real best practices.
How Are CRM and Marketing Automation Different?
NOVEMBER 16, 2009
Products & Pricing. Last week I presented a session at Silverpop’s B2B Marketing University in Atlanta. In addition to Marketing Automation, there were two big topics: Social Media and CRM. I will write about Social Media some other time, and focus on CRM in this post. Many attendees were confused by CRM vendors claiming to offer full marketing functionality. If that’s true, why would you still need Marketing Automation?
8 Tips to Get Started with Marketing Automation
SEPTEMBER 24, 2009
Choose Your Products and/or Business Unit. For example, focus on a particular product or market segment with a high value. “Where do I start?” is the question I get asked most by attendees of the MarketingSherpa B2B Marketing Summit in San Francisco. Marketing Automation is still very new for many companies, and it’s not immediately obvious how you can get started step-by-step.
Marketing Automation ROI: Efficiency or Revenue?
AUGUST 30, 2009
Is productivity improved? As a response to my posts 7 Reasons Why Marketing Automation Projects Fail and Marketing Automation ROI , several people mentioned that the benefits of Marketing Automation are not just increased sales. They are also increased efficiency. That made me think: aren’t benefits either cost savings, or increased revenue? Marketing Automation Increases Revenue.
Free Trials Aren’t What They Used to Be
JULY 29, 2009
In the article Howard Sewell says that free trials “eliminate a huge subset of potential customers at the outset—people who (…) simply don’t want to expend the time or hassle downloading, installing and evaluating the actual product. And as a marketing manager I did not have control over the product experience. The product I promoted was used by developers. They tend to insist on trying out a product, so we had no option but to keep the free trial.
B2B Pay Per Click Advertising
AUGUST 11, 2009
To generate demand for your products, it’s not enough to nurture the existing leads in your database. To me, this means that we want to be very careful to be clear on the true value proposition delivered by the client’s products and services when we are crafting ad text. Interview with Terry Whalen from CPC Search. You also need a steady stream of fresh leads coming in.
SEO Optimization - 3 Steps to Success
JULY 14, 2009
That means: create great content that is educational rather than necessarily promoting your products. In the last years I’ve done a lot of Search Engine Optimization (SEO) projects. What keeps surprising me is that most people think it’s some kind of black art. Basic SEO is actually quite straightforward: hence my 3 steps to SEO Success. Agreed: I had to simplify some things, so please don’t bash me on that.
Top-10 Demand Generation Vendor Blogs
APRIL 29, 2009
Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly. In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. In alphabetical order: ActiveConversion B2B Marketing Blog. This is my new discovery. Recently, they are writing more posts, and some good ones too!
How to Build a Productive Company Culture
APRIL 10, 2017
Or, it can be purposefully molded, shaped using specific values and practices to achieve a particular goal , like productivity. It's about creating a culture that's productive by design. Fostering a Productive Company Culture. Empowerment, then, breeds productivity.
Is Technology Actually Making Us Less Productive? [New Research]
APRIL 17, 2017
I open up my email app, my calendar app, my organization and productivity app, my grammar-checking app, my note-taking app, my analytics tool, and my blogging tool. Marketers and salespeople are using too many productivity tools and apps, and it’s actually making us less efficient.
The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)
OCTOBER 17, 2016
As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. Let’s move on to why we’re here: the biggest mistakes to avoid when making a product video.
18 Productivity-Boosting Bots for Marketers
FEBRUARY 6, 2017
In fact, we've found AI to be pretty helpful in certain situations, especially when it comes to boosting productivity. We rounded up some of our favorite productivity-boosting bots and compiled them into a directory. Directory of 18 Productivity-Boosting Bots for Marketers.
Spring 2016 Product Release Highlights
MAY 24, 2016
This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo?
Being Busy is Not Being Productive
APRIL 3, 2012
One of the most misleading but commonly held beliefs is being “busy” means that you’re being productive and accomplishing a lot. The next day begins a new cycle of non-productivity. Busy but non-productive tasks include: Checking emails Making/returning phone calls Holding meetings Reading the news & blogs Reading/updating social media Wait a second.You’re telling me that I can’t check my email?