1 min read

Contacts Lead Scoring

By TJ Shroat on Fri,Sep 14, 2012 @ 01:00 PM

Topics: Conversions HubSpot Lead Scoring
1 min read

Making Marketing Analytics Actionable

By Chandler Austin on Thu,Mar 08, 2012 @ 10:00 AM

Analytics can tell you whether or not your marketing efforts are paying off. But according to Hubspot, the true value of analytics isn't what they tell you about your past marketing initiatives, but instead, what they tell you about how to adapt and improve your marketing efforts. Here are nine ways to make marketing analytics actionable.

Identify Blog Topics
Analytics can tell you what blog topics resonate with your audience. Create more content for your desired marketing personas.

SEO Refinement
Analytics allow you to determine which keywords have driven the most traffic, leads, and customers for your business. Target other long-tail keyword variations based on high performing keywords.

Prioritize Social Media Sites
Analytics can tell you which social media sites are generating leads and converting leads into customers.

Determine Email Frequency
Analytics can help you determine optimal email sending frequency. Test to see if increased emails result in more conversions or if fewer emails reduce unsubscribers.

Lead Nurturing Content
Analytics can determine which landing pages and marketing offers have the highest conversion rates.

Segment Email Communications
Emails that have been tailored to specific audiences through segmentation get 50% more clicks than their counterparts, according to a MarketingSherpa report. Analytics can help segment your email audience by geography, industry, content, point in the sales cycle, etc.

Improve Calls-to-Action
Analyze the click-through rates of your calls-to-action and the conversion rates of landing pages and tweak both accordingly.

Prioritize Leads
Use analytics to set up a lead scoring program and identify which criteria make for a marketing qualified lead.

Marketing Channel Focus
Use analytics to see which marketing channels (i.e. social media vs. email vs. SEO vs. blogging vs. paid search vs. other channels) are the most effective at generating customers.

View Original Article
Topics: Marketing Strategy Content Marketing Lead Nurturing Lead Scoring Marketing Analytics
1 min read

How B2B Marketers Should Be Using Social Media

By Chandler Austin on Tue,Mar 22, 2011 @ 11:00 AM

Don't confuse where you network with how to do it. Participating in the right channels doesn't mean you're fully leveraging social media. Success in social media for B2B companies isn't the same as for B2C companies. B2B marketers must establish deeper, more meaningful relationships. From Maria Pergolino on Futurelab, social media advice for B2B marketers.

Social Sharing
Sharing links should be on all landing pages and emails to encourage and allow your audience to share your content.

Social Media as a Lead Source
Append links to capture social media as a lead source and capture the ROI on your social media programs.

Social Media Referrers
Web reporting in marketing automation software can break down your website traffic from social media according to more specific demographics.

Triggering Campaigns from Social Media Interactions
Marketing automation systems can also be used to trigger campaigns off of customer data and actions.

Social Media Lead Scoring
Change lead scores based on social media interactions. Eg. Increase a lead score if you receive a favorable comment on Twitter.

Social Validation
Promotions like white papers and webinars can include widgets that share what others are saying about it.

Integrated Programs
Social media is just one channel. Integrate it with all other campaign elements.

View Original Article

Topics: Marketing Automation Social Media Marketing B2B Internet Marketing Lead Scoring
1 min read

2011 B2B Marketing Advanced Practices Handbook

By Chandler Austin on Wed,Mar 02, 2011 @ 09:00 AM

MarketingSherpa is offering a handbook that guides marketers through their FUEL methodology for B2B marketing. The 2011 B2B Marketing Advanced Practices Handbook walks you through establishing a detailed B2B Marketing strategy to increase your contribution to sales pipelines and revenues.

  • Find and attract leads
  • Uncover qualified leads
  • Establish automated marketing processes
  • Lift results
10 Questions Answered in the Handbook:
  1. How can I address the top challenges facing B2B marketers?
  2. Who are you targeting? Identifying buyer personas.
  3. What are the best tactics in content development?
  4. What are the steps to creating an effective webinar strategy?
  5. How can you generate leads with a social media strategy?
  6. Is bad data hurting your business? Database quality and maintenance.
  7. How do you define a qualified lead?
  8. What do you ask when selecting an automation platform?
  9. What are the best tactics for delivering marketing value?
  10. What are the best tactics for improving marketing and sales analysis?
Benefits of the Handbook:
  • Improving any part of the marketing/sales funnel
  • Marketing to a growing number of people in the buying process
  • Generating high quality leads, lead scoring, lead nurturing
  • Creating high quality marketing content and messaging
  • Inbound and Outbound marketing tactics
  • Establishing an automated marketing process
  • Marketing analysis and analytics
Order/Download the Handbook Here

Topics: Marketing Automation Marketing Strategy B2B Marketing Lead Management Lead Conversion Lead Nurturing Lead Scoring
1 min read

B2B Marketing Automation from a CMO Perspective

By Chandler Austin on Tue,Mar 01, 2011 @ 09:00 AM

MarketingSherpa's special report addressing how CMOs use marketing automation, is available for free download. The report is the result of research conducted with almost 300 senior marketing decision makers. It focuses on in-depth analysis of the processes CMOs are using to optimize their marketing-sales pipelines, as well as implementation of the software applications that enable automation.


Contents of the report include:
  • CMO Challenges
    • B2B challenges increasing in pertinence
    • Marketing to a growing number of people involved in the buying process
    • Marketing to a lengthening sales cycle
  • Marketing Automation Maturity
    • Establishing marketing automation maturity
    • Case briefing: Marketing automation leads to 190% sales conversion increase
  • Marketing Automation KPIs
    • Benchmarking marketing automation performance
  • Recommended Actions
    • Identify funnel stages and definitions
    • Establish and optimize lead scoring and management methodologies
    • Develop and optimize lead nurturing campaigns
View Original Article

Topics: Marketing Automation B2B Lead Generation B2B Marketing Lead Management Lead Nurturing Lead Scoring
1 min read

Creating Sales Opportunities With Lead Scoring

By Chandler Austin on Thu,Feb 24, 2011 @ 11:00 AM

Lead scoring can take marketing from art to science. Yet only 26.9 percent of companies surveyed have implemented a formal lead scoring process. Download Part One of The Essential Marketing Automation Handbook for a step by step guide to Lead Scoring.

Topics: Marketing Automation Lead Conversion Lead Scoring


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