Creating Sales Opportunities With Lead Scoring

Posted 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.

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Tags: Lead Conversion, Marketing Automation, Lead Scoring

Marketing Automation from Salesforce.com

Posted on Tue,Feb 22, 2011 @ 11:00 AM

Salesforce.com has become the most well known name in customer relationship management (CRM) software. How does their marketing automation software stack up? CRM Market Analyst Lauren Carlson recently took an in-depth look at the free marketing automation application included with Salesforce.com's CRM software to see how it compared to the offerings from marketing automation specialists like Eloqua, Marketo and Pardot.

The marketing automation functions assessed include:
  • Lead Capture
  • Lead Nurturing
  • Lead Scoring
  • Email Marketing
  • Data Management
  • CRM Integration
  • Reporting & Analysis
Overall, Salesforce.com's marketing automation capabilities didn't have the same depth of functionality as specialized marketing automation software. However, for companies who already have the CRM software and want to automate simple marketing campaigns, Salesforce.com is a good fit. More sophisticated marketing automation strategies would be better served by a best-of-breed vendor.

View Details of the Evaluation

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Tags: marketing automation software, Marketing Automation, Marketing Strategy, CRM

How to Ramp Up Marketing Automation

Posted on Mon,Feb 14, 2011 @ 12:00 PM

Marketing automation is intended to prevent prospects from falling through the cracks via lead nurturing, scoring and monitoring. Many marketers though, may not be taking full advantage of the available technologies. The author of the attached article suggests companies think big but start simple and progress through three stages.

Stage 1 - Crawl: Establish Online Conversations
  • Improve deliverability
  • Capture data more efficiently
  • Develop personas and related content
Stage 2 - Walk: Integrate Campaigning
  • Behavioral tracking
  • Multitouch campaigns
  • Message timing
Stage 3 - Run: Automate the Process
  • Lead scoring
  • Lead-stage specific campaigns
  • Align with sales
After building a strong foundation, the process can really be fine-tuned.

View Original Article

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Tags: Lead Nurturing, Lead Management, Marketing Automation, Marketing Strategy

Digital Lead Generation

Posted on Fri,Feb 11, 2011 @ 10:00 AM

Robert Lesser of Direct Impact Marketing shares several ideas about how to create sales opportunities in the digital age. Digital lead generation is a scalable, cost-effective way to generate sales leads, often leading to quick, fluid conversion. For more lengthy sales cycles, digital lead generation often starts the process.

Customer acquisition costs far exceed the cost of retention. Digital marketing can play a big role in meeting retention goals. Measuring the ROI of digital lead generation for online, direct sales is easier than measuring the ROI for complex direct sales or channel sales. Given the low cost and measurability of digital lead generation, improvement can be gained from a number of approaches.

View Original Article

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Tags: SMB Lead Generation, Lead Nurturing, Lead Management, Marketing Automation, Conversion Testing

The Need for Technical Marketing Leadership in an Organization

Posted on Tue,Feb 08, 2011 @ 05:27 PM


Marketing has never been more closely coupled with technical tools. Marketing technology poses more than an implementation challenge. Choices in marketing technology affect customer experience. Different pieces of marketing technology must be coordinated and optimized. Real-time marketing requires tools and technical savvy.

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Tags: strategic marketing planning, Marketing Automation, Marketing Strategy

3 Cool Lead Conversion Testing Tools

Posted on Tue,Oct 19, 2010 @ 07:54 AM

Stop Guessing...Start Testing

In lead generation marketing our goal is to get visitors to take action.  While we do our best to create compelling campaigns, content, graphics ad landing pages, we never really know how well they will perform until we get real live data.  One of the ways to improve results is to continually test for better performing combinations.

Here are 3 cool tools to consider for create marketing experiments and measuring your results. 

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Tags: B2B Lead Generation, HubSpot, Marketing Automation, Lead Generation Software, Conversion Testing

4 Persuasive Lead Nurturing Statistics

Posted on Fri,Sep 24, 2010 @ 01:09 PM

Lead nurturing is not a new topic, but most businesses still don't take advantage of this powerful sales and marketing tool.  Lead nurturing is the process of systematically communicating with leads in order to educate, qualify and build a relationship until they become "sales ready". 

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Tags: Lead Nurturing, Lead Management, Marketing Automation

Software Tools for Inbound Marketing

Posted on Mon,Sep 20, 2010 @ 03:03 PM

The Internet has changed the way companies communicate.  And this means that digital communications have become a high priority to marketers.  Below are a list of technologies and capabilities that are important tools for today's inbound marketer.

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Tags: B2B Lead Generation, Marketing Automation, Lead Generation Software

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