- Real Marketing Analytics for B2B Lead Generation by Lisa Cramer
Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing.
Today, marketers must find a way to manage leads ...
- Three Ways to Improve Your Lead-Nurturing Strategy by Kathy Rizzo
Although more than 80% of high-tech marketers say they have a lead-nurturing strategy, 64% say their strategy needs improvement, according to a February 2008 survey by TeleNet Marketing Solutions.
As for which areas of overall lead-generation strategy tech marketers would like ...
- Lead Scoring: A Leading Priority for Marketers by Lisa Cramer
Today, leads flow to Marketing from ever-increasing online sources—email campaigns, the company Web site, Google AdWords and Google searches, webinars, online advertising, blogs, and virtual trade shows—as well as from traditional marketing activities.
The sheer volume of leads, or "suspects," can ...
- How Marketing Can Earn a Seat at the Revenue Table by Phil Fernandez
Marketing is suffering from a crisis of credibility. So what can marketers do to be seen as part of a machine that drives revenue and profits, not just the people who throw parties and buy swag?
- Five Key Steps to Measuring Your Lead-Nurturing Initiative by Kathy Rizzo
Whether you are campaigning to gain budget approval to implement your nurturing strategy or need to illustrate ROI for an existing nurturing program (or you are just trying to evaluate your current tactics) effective measurement of your nurturing program is ...
- How to Use Email Segmentation to Shorten the Sales Cycle by Stephanie Miller
Selling now takes more time and resources then ever before. In fact, the sales cycle has become 22% longer as buyers more carefully consider their decisions.
If this true for you, then consider it a great opportunity for email marketing ...
- Lead Nurturing: Cultivating Relationships and Growing Sales Through Continued Dialog by Kathy Rizzo
Lead nurturing has become an integral component of an overall marketing strategy. While there is an ever-growing incentive to implement an effective lead nurturing strategy with business partners and prospects, determining which specific tactics to utilize can prove challenging.
- B2B Demand Generation in the Age of Accountability, Measurability, and Automation by Mike Zavershnik
Never before have business-to-business (B2B) marketers faced such enormous pressure in their jobs. With competition intensifying and prospective customers becoming increasingly elusive, companies are demanding that marketers deliver measurable results. Chief Marketing Officers (CMOs) are now expected to demonstrate the ...
- Casting a Wide Net for Leads? Here's How to Get Great Results by Anna Talerico
Here's a popular way to generate online leads: Buy a keyword ad on a search engine site. In your ad, offer free content -- such as a white paper -- to respondents who complete a short form.
In theory, this type ...
- Five Ways to Improve Your Lead Management by Robert Moreau
Marketing departments perform many tasks throughout the year: hiring good talent, keeping quality employees, choosing the right communications strategy, improving ROI, and generating higher quality leads for Sales. But with increasing competition and diminishing budgets, achieving these goals is becoming ...
- Lead-Generation Case Study: How Multiple Touches Can Lead to Profit Multiples by Paul McKeon
Salespeople are notoriously poor in following up on qualified leads. In fact, experts say, sales does not follow up on more than 70% of leads. Why? Field salespeople in most organizations are compensated, motivated, and managed to focus on short-term ...
- Eight Ways to Improve your Online Lead Tracking by Michael Ortner
Do your salespeople still ask, "How did you hear about us?" when a prospect calls? Do you list your contact information on your homepage? Do you display the same 800 number for all of your Web site visitors?
If the answer ...
- Three Strategies (and How to Use Them) to Make Your Sales Funnel Flow Faster by Michael Webb
When your company is well synchronized with market needs, prospects buy and money flows. Unfortunately, few companies can maintain a constant flow. Salespeople churn out demonstrations, samples and proposals. Marketing departments churn out newsletters, ad copy and brochures. But not ...
- Is It Time to Revamp Your Communications Plan? by Barbara Bix
If your sales cycles seem to be dragging, it may be time to revamp your communications plan.
Done well, your communications programs can generate demand for your solutions, create a sense of urgency, attract prospective buyers' attention, and keep ...
- If a Lead Falls in a Forest, Does Anyone Hear? by M.L. Hartman
Generating leads is easy. There, we've said it. Pick a decent list, say something meaningful, toss in an offer, and plenty of folks will respond. Plenty. If you want more, do it again.
But if you want qualified leads—people that ...
- Are White Papers Just for Technical Marketers? by Barbara Bix
If your company sells complex products or services, you may want to take a page from the high-tech marketers' book.
Continue to use conventional collateral to differentiate your solution and demonstrate value. Then, see if you can create independent demand ...
- Lead Nurturing: Ripening the Right Bananas by Brian Carroll
Imagine your marketplace is a field of banana trees. Your marketing people are those who nurture and pick the bananas.
Bananas are harvested when they are green, and they turn yellow as they ripen. Roughly 95% of your leads are ...
- Trust Tools for Tough Times by Jill Griffin
Your company needs to show its customers, through both word and deed, that it always acts in their interest.
- Guest Articles: Good for Some, Bad for Others by Bobette Kyle
Publishing third-party articles on a Web site is a marketing strategy that can be right for one site, yet wrong for another.
- Three Common Mistakes in Using Webinars for Lead Conversion by Todd Davison
Converting a Webinar registrant to a customer takes more than a powerful presentation on the day of event.