A Quicker, Simpler Path to Lead Management ROI

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "A Quicker, Simpler Path to Lead Management ROI"

Transcription

1 A Quicker, Simpler Path to Lead Management ROI A Step by Step Guide Lisa Cramer Co-Founder & President LeadLife Solutions

2 Because marketers are time, budget and resource-constrained, one question is asked consistently: How can we start down the road to improved lead management without overhauling our entire operations in a lengthy, three to six-month implementation? Learn how taking small steps can provide immediate ROI and visibility into what s been missing. It all sounds so good tracking ROI and detailed marketing metrics, in-depth prospect behavior analysis, automatic one-to-one nurturing, dynamic content creation, and promotion of sales-ready leads to the sales team. But with all that you have going on, how can you effectively implement lead management in an already stretched marketing department? How do you get started? To simplify complications is the first essential of success. - George Earle Buckle This whitepaper will describe a simple, easy and quick step-by-step approach to getting up and running with lead management. Today, there are lead management systems with great features and capabilities available but the reality is that due to time and resource constraints you won t or can t stop what you are doing today to put a complicated system in place in order to start gaining ROI. Nor can you spend tens of thousands of dollars with consultants to map out your entire lead management processes before getting started. Also, think of it this way: Realistically, would you really take advantage of all the advanced features and processes available like dynamic content and progressive profiling? Certainly some companies can make that jump but for the rest of us, it s neither realistic nor immediately necessary. The truth is that you don t need to take advantage of all the features of your system right at the beginning. Also, it s just not practical to develop a huge process map in order to realize some benefits from lead management. The good news is that you can start out small, improving on what you are doing today and start gaining immediate results. What you need is a welldesigned and realistic path of incremental steps that let you start reaping the benefits of lead management now, and then grow with your lead management system and processes over time. Now is the time, particularly in marketing, to be pragmatic and figure out what levers you can move to maximize marketing impact on your business. The following pages summarize the basic steps for a successful implementation of lead management processes and tools. The best way to start is by assessing your current lead-to-sales process. In other words, have you defined a new, more updated process or do you still follow one that is part of your company s marketing-to-sales legacy? For instance, in many companies, leads (and these may be real inquiries or suspects, or just simply college students who have wandered in doing research, etc.) now come into your website through a variety of channels or offline through events such as tradeshows and get dumped into your CRM system for the sales reps to call. This is still the norm for most companies today. So although the sales cycle and buy cycle have changed, your marketing and sales approach really has not. The Internet has thrown the old sales cycle/buy cycle out of whack. It used to be that we as vendors held the leverage with buyers they were dependent on us for their research and information gathering. Now with the Internet and the breadth of data available, the buyer can research without us knowing and when they are ready to buy, we hope we are chosen. This also means that it s no longer up to a salesperson when they should contact a lead, but it s up to the prospect when they are ready to be contacted. So, if all leads are passed to sales, as we did previously, our sales team would be turning off many buyers that aren t ready to speak to sales, while the sales team would be wasting significant time trying to contact someone who isn t ready to talk with them Copyright 2010, LeadLife Solutions 1

3 If your company still follows the legacy of passing all leads to sales, don t panic and don t think you can t get started with lead management. You can still start with a basic process that s tracked and changed as you go, based on your feedback and what you learn. Remember, lead management means many different things based on your application of the tools and processes employed. You can get an immediate impact without changing your entire marketing-to-sales process or building hundreds of pieces of content. It s all about a series of one-at-a-time steps. Basic Steps To Get Started 1. Set Realistic Goals The first step is to define your goals short-term, mid-term and long-term and establish measureable targets. Where can you show some initial benefits by applying basic lead management and where can you go from there? Be realistic based on current resources and timing. For instance, start with something such as increasing conversion rates in a particular campaign or tracking which campaign is driving the most leads and the most qualified leads. Or, perhaps you want to provide your sales team with greater intelligence about the leads that are interacting with your company such as what products/services they are interested in, when (what time of day) the lead interacted with your company, and other information that would enable your sales team to make better calls. Some mid-term goals might include: monitoring the success of nurturing campaigns; tracking the percentage of leads that are being moved through a nurturing campaign; evaluating which messages are working and which are not; evaluating the number and quality of leads you are now passing to sales; determining the percentage of leads that move through the sales cycle (to what stage) and the percentage that are actually closing. There s so much more but again, most of us need to take a small step into the process before being able to lay the groundwork for an entire lead management process re-work. Start with a small step but make sure that each step, even the first small step, is measurable. 2. Get Sales Buy-In Working with sales is something that you need to do even before you take the first step in the lead management continuum. When you are thinking of mid- to long-term goals in particular, you need to evaluate the marketing-to-sales process. And in that case, you should really work with sales and decide the best approach. Foremost, define the sales ready lead. It s critical that both sales and marketing agree on the type of leads marketing will pass to sales. What do these leads look like what kind of behavior have they exhibited and what kind of demographics should they have? What leads stay in nurturing and when do they get passed to sales? Do you define a scenario that allow leads to move back into nurturing once they fall out of the sales funnel? And when does that happen is it based on a salesperson s designation or on automated monitoring of lack of activity or failed change of status? There are many more conversations and decisions that should occur with sales when looking into the mid-term goals and objectives of implementing lead management. Either way, the important thing to remember is to test and measure. You must continue to work with sales to evaluate the quality of leads being passed from marketing, as well as the number of leads passed to sales from your lead management system that close. And don t forget continue to tweak both scoring and nurturing processes! Copyright 2010, LeadLife Solutions 2

4 3. Identify Initial Campaigns/Steps It s important to evaluate where to start where can you get some immediate value without bringing down the entire marketing department or missing current targets/campaigns? We have found this question/evaluation to be very company-specific. It depends very much on what you are currently doing and what you can facilitate moving forward. Maybe your first step is as simple as taking your monthly newsletter and adding better targeting and tracking to the process. This could give you better conversions by targeting newsletters to specific industries, titles, interests, etc. Enhanced tracking of behavior beyond simple opens and clicks gives you visibility into the warmness of the lead for example, what other web pages do they look at, and what else have they downloaded? Below are some of the steps to consider Define newsletter content and target audiences º Segment leads based on demographics and/or behavior (this assumes that you have reasonably accurate data sometimes this is not the case. If not, you need to start with the data before you can get value from segmenting and targeting.) º Create template to be used for all º Create different content and/or images that are relevant to the target audiences and have the lead management tool dynamically alter content based on the rules you apply Setup basic scoring rules to identify leads as they start to interact º Score based on behavior that means something as defined by marketing and sales if you don t know, give a point for each page and/or asset then measure for value º Score based on the lead s title, industry, etc. that you are collecting but understand many people won t tell you the truth when filling in forms º Keep scoring simple not too many rules or points initially Your company s specific scoring scheme will vary depending on your needs and processes. A very basic scoring scheme might look like this: Lead Score Priority Level Suspect Lead Sales Ready Lead Marketing or Sales Action Thought leadership nurturing activities by Marketing Move to Telemarketing for qualification or nurture with more product content Send to Sales Copyright 2010, LeadLife Solutions 3

5 Of course, there s setup work to determine the overall scoring scheme and what score and process is appropriate for each action. Do not expect to get it right the first time. It s a process, so remain flexible and adjust scoring based on feedback. Setup small drip campaigns to start your nurturing process º Setup some automated s that go out based on time (every x number of days) regardless of who clicked what. The more sophisticated drips (based on behavior) can come next in your lead management evolution º Evaluate your content is it relevant and interesting to your prospect? Should you start with thought leadership content to build credibility? º Content should be personalized - There s personalization and relevancy. Actually, these could be implemented together or if you want to start out small, start by personalizing s and possibly also landing pages - Next, you could implement the concept of dynamic content through and landing pages to provide relevant content and images based on a lead s demographics and/or behavior (e.g., shown interest) An example of a lead nurturing campaign: Scenario: Lead clicks through to landing page, registers for webinar through the form Touch Nurturing Plan Nurturing Plan Lead Registers Online 7 Days Post-Conversion 14 Days Post-Conversion 21 Days Post-Conversion If score is above 50 Automated Description Send thank you for filling in website form, offer other materials a whitepaper of interest Send a personal invitation to an upcoming seminar Send with article related to webinar subject Send an with more product based content signed by the sales rep on the account Copyright 2010, LeadLife Solutions 4

6 Setup small drip campaigns to start your nurturing process º Setup some automated s that go out based on time (every x number of days) regardless of who clicked what. The more sophisticated drips (based on behavior) can come next in your lead management evolution º Evaluate your content is it relevant and interesting to your prospect? Should you start with thought leadership content to build credibility? º Content should be personalized - There s personalization and relevancy. Actually, these could be implemented together or if you want to start out small, start by personalizing s and possibly also landing pages - Next, you could implement the concept of dynamic content through and landing pages to provide relevant content and images based on a lead s demographics and/or behavior (e.g., shown interest) Content - repurpose what you already have: º You have more content than you think, and you don t have to recreate the wheel. See five tips below on where you can pull content from, and how you can repurpose what you already have: - Website: Your website is probably full of rich content, so why not repurpose some of the copy you already have? Just make sure it s not salesy if you are early in your nurturing - Datasheet or Collateral: Use some of the main ideas and bullet points listed in your sales collateral for articles or blog postings note the salesy comment above - Press releases: Pull out customer quotes or success rates to sprinkle throughout articles - Case studies: Use your customer s experience with your product/service for a short article - Industry News: Share passages or statistics from articles and industry analyst reports that your audience would find useful By using some of the content that you already have you can get your nurturing program off to a great start. One key thing to remember is that you must express your thought leadership in a way that speaks your prospects language and provides them educational value. When you author your articles or blog postings, leave your audience wanting more give them just enough to whet their appetite so they want to hear from you sooner rather than later. Evaluate success of targeting (conversions), scoring (quality of warmer leads), and drip (continuous engagement) Another first campaign to consider is integrating tracking and landing pages to AdWords or banner ad campaigns. This will enable you to track which ads are giving you the best conversions and, potentially with drip campaigns as a complement, you should get an increase in overall conversions (of course depending on how good your nurturing is ). Below are some steps to take to make this happen: Create landing pages for campaigns º Your lead management vendor or consultant should have best practices for you on effective landing pages Copyright 2010, LeadLife Solutions 5

7 º See if your lead management vendor will host the pages so you don t even need to work through your IT department to get started Create drips for campaigns (see details above) Setup basic scoring to identify warmer leads (see details above) Evaluate success of targeting (conversions), scoring (quality of warmer leads), drip (continuous engagement) Start getting a sense of which banner/adwords is driving the more qualified leads 4. Define A Simple Process For Website Leads You need to have a basic process to track leads coming in off your website not just from a specific campaign. Don t forget about these leads. If a lead goes to your website and fills in a form, what would you like to have happen? Setup basic scoring to evaluate the warmness of the lead (demographics and/or behavior) Have a follow-up drip established to stay in touch automatically (see details referenced above) Utilize the defined lead-to-sales process (based on your decision about when a lead should go to sales) Measure success of scoring and drip at each stage 5. Lead-To-Sales Process Considerations At this point determine the process for the leads you generate. Leads might be in categories cold, warm, hot/sales ready. How you define your leads in the top end of the funnel (before sales gets them) depends on your classification. This could be based on scoring levels. The following are some considerations for moving leads to sales initially and how it could change in the future (mid-term and long-term goals). You can continue to promote all leads to sales while still nurturing and then grow that model over time. We ve seen this when companies want to stage their approach to lead management. They want to get better at nurturing and scoring before limiting the number of leads they pass to sales. After some time and evaluation of nurturing effectiveness, they choose to pass those leads to sales that they feel comfortable with (an agreed to definition of sales ready as defined by marketing and sales). Alternatively some companies acquire the sales ready lead definition from the start of implementation and hold certain leads (inquiries and suspects) in marketing to continue nurturing while promoting others. At the beginning of this approach, you need to define your promotion rules liberally and then refine them over time based on measurements and feedback from sales (i.e., how many sales ready leads close, how many get to each stage of the pipeline, etc.). Defining rules liberally means don t clamp down and only promote leads with scores between 95 and 100. Until you are sure that your lead scoring reflects true sales ready leads, it s important to start simply and measure. Then run through the process a few times until it s proven to be effective in the form of closed sales Copyright 2010, LeadLife Solutions 6

8 6. Understand The New Analytics That Are Now Available It s now time to upgrade your thinking about analytics and visibility into what s working and what s not. You are now able to track not just opens and clicks but also ongoing behavior and marketing effectiveness. Not only is tracking behavior important, but understanding what that behavior is really telling you is important. There are many layers of metrics to extract to understand how nurturing is going, how campaigns are going, how your website is performing, and how materials (webinars, collateral, case studies, etc.) are performing. Lead management systems enable you to really understand the progression of leads, the effectiveness of materials, and the true results of campaigns. Initially we find it s important to understand what new metrics you are able to find with lead management systems. Then think through sales and marketing metrics that would help you drive ROI. There are interim metrics needed to measure performance from a marketing perspective before leads even pass to sales and before revenue is generated. Define those and ensure you are able to easily extract those from your system and that your process is defined in a way to present those metrics. Some examples might include: Percentage of clicks per (drip versus batch) Segmentation and targeting s before and after Personalization and relevance before and after Nurturing before outbound calls hit rate and qualification Number of conversions for example, by landing pages, by form fills, by campaign, and by online ad campaign Number of downloads each type of material Lead profile what does a sales ready lead that closed look like? º This looks at not just demographics but behavior what did they look at? For how long? What did they download? Any consistency? Which campaigns did they come in on? Number of times a lead went to your website/landing page for information before being passed to sales How many people continued to interact with your company during the drip/nurturing s after the newsletter and where do they go on your website/landing pages Number and quality of leads passed to sales Sales cycle stage that leads are in for those that were passed to sales Revenue per campaign, revenue per lead profile Conclusion: You Are Ready To Take The Next Step Once you feel comfortable with the technology and process you ve established for your initial step into lead management, it s time to add more features and sophistication to your approach. Additional components might include: Differing your drip campaigns based on where the buyer is in the buy cycle º Different content, different triggers Add sophistication to your drip campaigns, driving them based on behavior not just duration Copyright 2010, LeadLife Solutions 7

9 Go beyond personalization to add relevancy to the content setup rules to change text and pictures of the content based on the target s industry, title, interests Put a more sophisticated scoring model into effect. Separate scoring by demographic versus behavior. Define more scoring rules for actions that you know directly impact the quality of the lead (based on feedback from sales see above) Add personalization and relevancy to landing pages, increasing conversion Re-nurture leads in the pipeline based on status, lack of activity, etc. There is certainly a lot more to discuss when it comes to implementing lead management systems and processes. Our intent in this whitepaper is to help you get started. Some feel you need the entire marketing-to-sales process revamped to get some benefit. Some feel that you must lay out the entire process map before anything can be started. We ve seen, and we believe that the reality in today s market is that there is a wide range of possibilities. What s important is that you can take small steps and get benefits and retain your ability to grow into the full lead management process and system at your own pace. About LeadLife Solutions LeadLife Solutions is a provider of on-demand lead management software that enables B2B marketers to automatically track, score, prioritize and nurture leads. With LeadLife s flexible and intuitive software you can increase the value of your lead generation dollars online/offline, qualify sales leads, shorten sales cycles and increase your marketing ROI. At LeadLife it s not only about leveraging automation, but also delivering lead management best practices to increase marketing and sales success. For more information on lead management and our best practices, please visit or call Copyright 2010, LeadLife Solutions 8

The Cost of Not Nurturing Leads

The Cost of Not Nurturing Leads The Cost of Not The legacy you are stuck in and the steps essential to change it. Lisa Cramer Co-Founder & President LeadLife Solutions lcramer@leadlife.com 770.670.6702 It s a challenging time more so

More information

The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities

The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities The 4 Keys for Turning Cold Leads Into Sales-Ready Opportunities We do the Heavy Lifting for You Today s Speakers Don Wynns @Zoominfo VP, Business Development Responsible for strategic data integration

More information

The 4 Key Actions That Define and Build A Sales Funnel That Won t Leak

The 4 Key Actions That Define and Build A Sales Funnel That Won t Leak The 4 Key Actions That Define and Build A Sales Funnel That Won t Leak We do the Heavy Lifting for You Today s Speakers Matt Smith @3FORWARD Co-Founder, EVP, 3FORWARD Strategic Sales Expert 25 years sales

More information

Real World Rules for Lead Scoring & Prioritization. What Really Defines a Hot Prospect?

Real World Rules for Lead Scoring & Prioritization. What Really Defines a Hot Prospect? Real World Rules for Lead Scoring & Prioritization What Really Defines a Hot Prospect? Today's Presenters Sham Sao is Chief Marketing Officer of OneSource Mr. Sao is responsible for OneSource s strategic

More information

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool.

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool. MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4

More information

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER For many B2B organizations, building a demand center is a no-brainer. Learn how to ensure you re successful by avoiding

More information

Introduction to Integrated Marketing: Lead Scoring

Introduction to Integrated Marketing: Lead Scoring Introduction to Integrated Marketing: Lead Scoring Are You Making The Most Of Your Sales Leads? Lead scoring is a key missing link in many B2B marketing strategies. According to a recent Gartner study,

More information

The Ultimate Guide to B2B Lead Nurturing

The Ultimate Guide to B2B Lead Nurturing The Ultimate Guide to B2B Lead Nurturing What is Lead Nurturing? Your current database is a goldmine. By focusing on the leads you already have, you have the potential to apply the kind of strategies that

More information

How is Lead Scoring Implemented? Implementing lead scoring policies is done in three phases:

How is Lead Scoring Implemented? Implementing lead scoring policies is done in three phases: Lead Scoring What is Lead Scoring? Simply put, lead scoring is an automated way to qualify leads. Successful companies have proven that focusing on quality vs. quantity of leads is an optimal strategy.

More information

GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES

GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES EXECUTIVE SUMMARY We ve all been there -- your sales team is down one

More information

Shrink Buy Cycles With Lead Nurturing & Contagious Content. Use Twitter Hashtag #LLwebinar

Shrink Buy Cycles With Lead Nurturing & Contagious Content. Use Twitter Hashtag #LLwebinar Shrink Buy Cycles With Lead Nurturing & Contagious Content Use Twitter Hashtag #LLwebinar Presenters Lisa Cramer President & Co-founder, Leadlife Solutions Recognized in the top ten of SLMA s 50 Most Influential

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6 Table of Contents Interested in what marketing automation can do for your marketing and sales teams? Peruse through our CMO Toolkit to get information about the marketing automation capabilities that you

More information

LEAD NURTURING. Master s Series Lead Nurturing Basics. Marketing Qualified. Engaged. Sales Accepted. Sales Qualified. Anonymous. Closed. Lead.

LEAD NURTURING. Master s Series Lead Nurturing Basics. Marketing Qualified. Engaged. Sales Accepted. Sales Qualified. Anonymous. Closed. Lead. Master s Series Nurturing Basics Engaged Marketing Qualified Sales Accepted Anonymous Sales Qualified s Closed Nurturing Campaigns L E A D N U R T U R I N G The Net-Results Master s Series started as an

More information

High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide

High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide Most marketing organizations build a lead scoring system based on how the prospect has engaged and the frequency of engagement.

More information

USING SOCIAL MEDIA EFFECTIVELY TO MAKE

USING SOCIAL MEDIA EFFECTIVELY TO MAKE [Type text] 3/23/2012 HMI USING SOCIAL MEDIA EFFECTIVELY TO MAKE THE MOST OF YOUR FARM BUSINESS Contents What Is Inbound Marketing?... 2 Part I: Introduction to Inbound Marketing... 3 Part II: Get Found

More information

BRINGING THE PIECES TOGETHER

BRINGING THE PIECES TOGETHER SALES & MARKETING ALIGNMENT: BRINGING THE PIECES TOGETHER the power of simplicity TM Executive Summary: As business professionals, we are always looking for that next big thing. The thing that drives business,

More information

10 Tips For Lead Management

10 Tips For Lead Management 10 Tips For Lead Management Demand Generation Software Buyers Kit Ten Tips For Best Practice Lead Managment Only 25% of new leads are sales-ready. 25% are disqualified. How do you handle the remaining

More information

How Top Home Improvement Pros Boost their Bottom Line:

How Top Home Improvement Pros Boost their Bottom Line: How Top Home Improvement Pros Boost their Bottom Line: Manage and Track Your Leads to Win More Deals and Earn More Profit CONTENTS PART I: MISSING PUZZLE PIECES PART II: HOW TO NURTURE YOUR LEADS CONCLUSION

More information

Lead Management Best Practices

Lead Management Best Practices WhitePaper Lead Management Best Practices An effective, integrated approach using the 6 pillars of lead management: content marketing, lead capture, lead nurturing, lead scoring, opportunity handoff, and

More information

MARKETING AUTOMATION: HOW TO UNLOCK THE VALUE OF YOUR CRM DATA

MARKETING AUTOMATION: HOW TO UNLOCK THE VALUE OF YOUR CRM DATA : HOW TO UNLOCK THE VALUE OF YOUR CRM DATA Kynetix Technology Group Introduction People who remember using a Rolodex to keep track of their clients consigned this little piece of history to the back of

More information

WHITE PAPER CRM and Marketing Automation. Integration for the Ultimate ROI

WHITE PAPER CRM and Marketing Automation. Integration for the Ultimate ROI WHITE PAPER CRM and Marketing Automation Integration for the Ultimate ROI The B2B sales and marketing landscape has changed tremendously. Marketers no longer gather copious amounts of leads and hand them

More information

Lead Scoring, Prioritization, Routing & Nurturing

Lead Scoring, Prioritization, Routing & Nurturing Take your business to the next level Lead Scoring, Prioritization, Routing & Nurturing Free Sales and Marketing Audit Call 410-977-7355 Lead Scoring, Prioritization, Routing & Nurturing About the Author

More information

10 Steps To Getting Started With. Marketing Automation

10 Steps To Getting Started With. Marketing Automation So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.

More information

IS YOUR WEBSITE LEAKING LEADS?

IS YOUR WEBSITE LEAKING LEADS? GETSMARTCONTENT ACCOUNT BASED MARKETING IS YOUR WEBSITE LEAKING LEADS? Always Relevant Marketing Catches Missed Opportunities to Connect www.getsmartcontent.com I. THE DREAM OF THE MARKETER It s the dream

More information

INTEGRATED MARKETING AUTOMATION

INTEGRATED MARKETING AUTOMATION INTEGRATED MARKETING AUTOMATION To generate, manage and convert leads Whitepaper W W W.AC T I V ECO N V E R S I O N. C O M M A R K E T I N G I N T E L L I G E N C E F O R S A L E S info@activeconversion.com

More information

CLOSED-LOOP REPORTING

CLOSED-LOOP REPORTING 1 CLOSED-LOOP REPORTING MODASSIC MARKETING 2 CONTENTS HOW CLOSED LOOP MARKETING WORKS 8 WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING 19 BECOME A BETTER MARKETER BY CLOSING THE LOOP 25 HOW TO FIX A BROKEN

More information

Take Online Lead Generation to the Next Level

Take Online Lead Generation to the Next Level Take Online Lead Generation to the Next Level 5 Ways to Capture New Market Niches By: Deven Pravin Shah WSI Internet Marketing Consultant Overview Many business owners ask the same questions about capturing

More information

Getting Started With Marketing Measurement

Getting Started With Marketing Measurement Introduction To Integrated Marketing: Getting Started With Marketing Measurement The B2B marketing world has changed a lot over the past decade. One especially important new trend is the growing emphasis

More information

10 TIPS FOR ACCELERATING YOUR PIPELINE

10 TIPS FOR ACCELERATING YOUR PIPELINE 10 TIPS FOR ACCELERATING YOUR PIPELINE Accelerate the Funnel The average sales cycle length has increased 22% over the past five years due to more decision makers being involved in the buying process (SiriusDecisions).

More information

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing

Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing Inbound Marketing vs. Outbound A Guide to Effective Inbound Marketing There s a new, yet not so new way to market your business these days, and it s a term called Inbound Marketing. Inbound marketing may

More information

8 Critical Success Factors for Lead Generation

8 Critical Success Factors for Lead Generation 8 Critical Success Factors for Lead Generation Measurement for the Complex Sale Start with a lead 8 Critical Success Factors for Lead Generation Brian Carroll, CEO InTouch and author of Lead Generation

More information

Bringing the Power. of Marketing Automation To The Fortune 5,000,000

Bringing the Power. of Marketing Automation To The Fortune 5,000,000 Many of the world s largest corporations are now utilizing automation tools to analyze and track all of their online marketing activities. However, these tools are not limited to the Fortune 500. Some

More information

LEAD NURTURING STRATEGY WHITE PAPER. November 2013

LEAD NURTURING STRATEGY WHITE PAPER. November 2013 LEAD NURTURING STRATEGY WHITE PAPER November 2013 TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. INTRODUCTION 3. WHAT IS LEAD NURTURING? 4. OUTLINING AN EFFICIENT LEAD NURTURING STRATEGY 4.1. BUYER PERSONA

More information

Lead Scoring, Prioritization, Routing & Nurturing How Businesses Increase Conversion Rates by as much as 300%

Lead Scoring, Prioritization, Routing & Nurturing How Businesses Increase Conversion Rates by as much as 300% Take your business to the next level Lead Scoring, Prioritization, Routing & Nurturing Brought to you by www.dwsassociates.com 651-315-7588 Lead Scoring, Prioritization, Routing & Nurturing Brought to

More information

Powering Marketing. The Five Tenets of Modern Marketing in Financial Services and Insurance. Marketing Technology

Powering Marketing. The Five Tenets of Modern Marketing in Financial Services and Insurance. Marketing Technology Powering Marketing Transformation The Five Tenets of Modern Marketing in Financial Services and Insurance Targeting Engagement Conversion Analytics Marketing Technology THE FIVE TENETS OF MODERN MARKETING

More information

Ten Tips for Best Practice Lead Management

Ten Tips for Best Practice Lead Management Ten Tips for Best Practice Lead Management Only 25% of new leads are sales-ready. 25% are disqualified. How do you handle the remaining 50%? The Answer: Lead Management Lead management is the ability to:

More information

THROUGH-PARTNER MARKETING IN THE NEW CLOUD ERA

THROUGH-PARTNER MARKETING IN THE NEW CLOUD ERA THROUGH-PARTNER MARKETING IN THE NEW CLOUD ERA Although it varies greatly with product complexity and market maturity, today s buyers might be anywhere from two-thirds to 90% of the way through their journey

More information

Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO. AN ACT-ON ebook

Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO. AN ACT-ON ebook Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO AN ACT-ON ebook MARKETING AUTOMATION IS THE MARKETING COUNTERPART TO YOUR CRM SALES SYSTEM. CRM SUPPORTS SALES... Your established customer relationship

More information

Marketing Automation User; 2010 marketing review notes and 2011 plans

Marketing Automation User; 2010 marketing review notes and 2011 plans Marketing Automation User; 2010 marketing review notes and 2011 plans Each December we ask our marketing customers if they would like to participate in a short, informal yearend review. The scope of the

More information

$97 SPECIAL REPORT. CMO Perspective on B2B Marketing Automation. Strategies for Automating the Marketing-Sales Pipline

$97 SPECIAL REPORT. CMO Perspective on B2B Marketing Automation. Strategies for Automating the Marketing-Sales Pipline $97 SPECIAL REPORT CMO Perspective on B2B Marketing Automation Strategies for Automating the Marketing-Sales Pipline MarketingSherpa Special Report CMO Perspectives on B2B Marketing Automation Special

More information

marketingcopilot Find Customers. Keep Customers.

marketingcopilot Find Customers. Keep Customers. The Marketing CoPilot Guide to understanding 4 main questions we tackle: 1. Do I need marketing automation? 2. What data should I have before I launch into marketing automation? 3. What roadmap should

More information

Best Practices in Segmentation

Best Practices in Segmentation Best Practices in Segmentation Table of Contents Introduction Chapter 1: Best Practices for Setting Up a Lead Scoring Program Chapter 2: Gather Explicit Data Through Forms Chapter 3: Progressive Profiling

More information

Marketing & Sales Integrate for the Ultimate ROI

Marketing & Sales Integrate for the Ultimate ROI Marketing & Sales Integrate for the Ultimate ROI How CRM & Marketing Automation are the tools to help Winning and keeping customers requires modern data tactics. Marketing must deliver value with every

More information

Email Marketing and Marketing Automation in Complex Buying Processes

Email Marketing and Marketing Automation in Complex Buying Processes Email Marketing and Marketing Automation in Complex Buying Processes Email Marketing and Marketing Automation in Complex Buying Processes 1 Introduction We often hear the question: How is Marketing Automation

More information

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION A KUNO CREATIVE EBOOK How to Get Started with MARKETING AUTOMATION So you have a database of a few thousand contacts. Every month you send those contacts a nice email newsletter with little bits of information

More information

Marketing 101 for MSPs: Marketing Automation

Marketing 101 for MSPs: Marketing Automation WHITE PAPER OCTOBER 2014 Marketing 101 for MSPs: Marketing Automation Strategies for Boosting Leads and Sales 2 WHITE PAPER: MARKETING 101 FOR MSPS: MARKETING AUTOMATION ca.com Table of Contents Introduction:

More information

Destination: Sales and marketing alignment.

Destination: Sales and marketing alignment. Destination: Sales and marketing alignment. DemandGen International helps Concur, a leading B2B provider of integrated travel and expense management solutions, target prospects. SITUATION The primary obstacle

More information

Solving the Challenge of Lead Management Automation

Solving the Challenge of Lead Management Automation WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing

More information

MASTERING THE LEAD MANAGEMENT PROCESS

MASTERING THE LEAD MANAGEMENT PROCESS MASTERING THE LEAD MANAGEMENT PROCESS FOR INSIDE SALES the power of simplicity TM Mastering the Lead Management Process for Inside Sales Managing leads is one of the largest expenses and most perplexing

More information

THE POWER OF SMARKETING. Inbound Certification Class #9

THE POWER OF SMARKETING. Inbound Certification Class #9 THE POWER OF SMARKETING. Inbound Certification Class #9 #INBOUND AGENDA 1. What is Smarketing and why it is critical 2. Smarketing = alignment 3. 5 steps to integrate Smarketing into your organization

More information

Fueling the Revenue Engine:

Fueling the Revenue Engine: ELOQUA WHITE PAPER 2 2 3 4 5 7 9 Introduction 1) Feeding the front end of the funnel 2) Turning responses into qualified leads 3) Measuring the impact of investments 4) Identifying qualified opportunities

More information

Improving Qualified Lead Generation and ROI with Lead Nurturing

Improving Qualified Lead Generation and ROI with Lead Nurturing Improving Qualified Lead Generation and ROI with Lead Nurturing Brian Carroll, Executive Director of Applied Research Kaci Bower, Senior Research Analyst Today, we re going to discuss 1. Key findings from

More information

WHITEPAPER DETERMINE THE RIGHT ACTION FOR EACH LEAD. By: ActiveConversion

WHITEPAPER DETERMINE THE RIGHT ACTION FOR EACH LEAD. By: ActiveConversion WHITEPAPER DETERMINE THE RIGHT ACTION FOR EACH LEAD By: ActiveConversion Page 1 Introduction The traditional grievance that sales has against marketing is that junk is thrown over the fence, an impolite

More information

Lead Scoring: The Smarketer s Guide

Lead Scoring: The Smarketer s Guide Lead Scoring: The Smarketer s Guide I m sure your salespeople would agree that not all leads are created equal, and marketers should too. By working together, your two teams can coordinate for better profits,

More information

How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation

How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation 1 How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation Contents What is Marketing Automation?... 3 Why Do You Need Marketing Automation?... 4 Marketing Automation Technology

More information

Increasing Response to your B2B Email Marketing Programs. A Marketo Best Practices ebook

Increasing Response to your B2B Email Marketing Programs. A Marketo Best Practices ebook Increasing Response to your B2B Email Marketing Programs A Marketo Best Practices ebook The Problem with Lead Generation As B2B marketers, we spend a lot of time and money generating leads to create a

More information

Modern Marketing Transformation

Modern Marketing Transformation Modern Marketing Transformation How Five Tenets of Modern Marketing Can Help Health Insurance Marketplaces Successfully Meet Their Enrollment Objectives HOW WILL YOU CONVERT HEALTH CARE APPLICATIONS TO

More information

According to Google chairman Eric Schmidt, There was 5 exabytes of

According to Google chairman Eric Schmidt, There was 5 exabytes of Chapter 1 Beginning Your Lead Generation Journey In This Chapter Getting started with lead generation Understanding the changing landscape of the marketer and buyer Amplifying your marketing with lead

More information

to Maximize Return on Investment with Marketing Automation

to Maximize Return on Investment with Marketing Automation 4 Ways to Maximize Return on Investment with Marketing Automation 4 Ways to Maximize Return on Investment with Marketing Automation The Challenge: Maximising the time and money you invest in the online

More information

5 Ways Marketing Automation Provides Job Security for Marketers

5 Ways Marketing Automation Provides Job Security for Marketers Marketers About This White Paper Expectations for business-to-business ( B2B ) organizations to measure return on marketing investments and to justify marketing decisions have never been greater. New marketing

More information

Designing a Lead Lifecycle in Salesforce

Designing a Lead Lifecycle in Salesforce Designing a Lead Lifecycle in Salesforce A Best Practices White Paper for Response Management Better data. Better marketing. Table of Contents Introduction 4 The Words We Use 4 What is a Lead? 4 Evolving

More information

The ROI of Marketing Automation

The ROI of Marketing Automation The ROI of Marketing Automation The ROI of Marketing Automation 1 Introduction Today s fastest growing companies are using repeatable marketing and sales 2.0 techniques to grow revenue predictably and

More information

Benchmark Survey: Marketo Benchmark on Revenue Performance Custom Report For: Justin Gray

Benchmark Survey: Marketo Benchmark on Revenue Performance Custom Report For: Justin Gray Benchmark Survey: Marketo Benchmark on Custom Report For: Justin Gray Dear Justin Gray, and sales executives are constantly asking their organizations questions such as: How much should we be investing

More information

The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation

The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation MARKETING AUTOMATION is technology that allows you to nurture leads through automated campaigns. Because marketing

More information

FOUR STEPS TO EFFECTIVE INBOUND RESPONSE MANAGEMENT

FOUR STEPS TO EFFECTIVE INBOUND RESPONSE MANAGEMENT FOUR STEPS TO EFFECTIVE INBOUND RESPONSE MANAGEMENT 02. TABLE OF CONTENTS STEP 1. TIME TO CALL PAGE 4 STEP 2. EFFECTIVE LEAD QUALIFICATION PAGE 6 STEP 3. CATEGORIZING / DISPOSITIONING LEADS PAGE 8 STEP

More information

An Introduction to Marketing Automation. The process; The content; The benefits

An Introduction to Marketing Automation. The process; The content; The benefits NuSpark Marketing An Introduction to Marketing Automation The process; The content; The benefits www.nusparkmarketing.com, @nusparkmktg About NuSpark Marketing emarketing Firm focusing on lead generation,

More information

Scoring Sales and Stretching Marketing Dollars SECRETS OF WEB-BASED SALES AND MARKETING MANAGEMENT REVEALED

Scoring Sales and Stretching Marketing Dollars SECRETS OF WEB-BASED SALES AND MARKETING MANAGEMENT REVEALED Scoring Sales and Stretching Marketing Dollars SECRETS OF WEB-BASED SALES AND MARKETING MANAGEMENT REVEALED Meeting Today s Challenges Head-On In today s fast-paced business environment, companies are

More information

Enterprise Marketing Automation Platform

Enterprise Marketing Automation Platform Enterprise Marketing Automation Platform Marketing is undergoing a fundamental shift. Emerging channels such as email and mobile have created new and unique opportunities to reach a new generation of customers

More information

Introduction to Integrated Marketing: LEAD NURTURING

Introduction to Integrated Marketing: LEAD NURTURING Introduction to Integrated Marketing: LEAD NURTURING Your company probably spends a lot of time and money generating qualified leads, but how many of those result in closed deals? The truth is, there s

More information

Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market

Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market Guy Mansueto VP of Marketing,Phytel About Guy Mansueto VP of Marketing

More information

Increasing qualified lead generation and ROI with lead scoring

Increasing qualified lead generation and ROI with lead scoring Increasing qualified lead generation and ROI with lead scoring Jen Doyle, Senior Research Manager, MarketingSherpa Kaci Bower, Research Analyst, MarketingSherpa Today we re going to discuss: 1. Key findings

More information

Lead Generation Blueprint for Effective Inbound Marketing

Lead Generation Blueprint for Effective Inbound Marketing Lead Generation Blueprint for Effective Inbound Marketing 2014 Jason and Nikki Christiansen, Internet Media Consultants 1 Page What every business owner needs to know about generating more quality leads.

More information

What s the difference between email marketing and marketing automation?

What s the difference between email marketing and marketing automation? Marketing automation is a technology platform for marketers to create, nurture, and pass leads to sales. Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact

More information

Reshaping Field Marketing. in a Digital World

Reshaping Field Marketing. in a Digital World Reshaping Field Marketing in a Digital World CONTENTS Introduction... 2 Challenge... 3 Reshaping Field Marketing for a Digital World... 3-6 Digital World Introduction The increasing use of the Internet

More information

10 TIPS FOR SUCCESSFUL

10 TIPS FOR SUCCESSFUL PLATINUM FREE REPORT Email marketing campaigns are essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important data, and help boost marketing

More information

Fundamentals of B2B Nurture Marketing

Fundamentals of B2B Nurture Marketing SalesFUSION White Paper Fundamentals of B2B Nurture Marketing Fundamental Concepts of Nurture Marketing For B2B Marketers explore the basics of nurture marketing (Lead Nurturing) from concept to execution.

More information

10 Killer Salesforce Reports

10 Killer Salesforce Reports 10 Killer Salesforce Reports for Measuring Marketing Performance A Best Practices White Paper for Response Management from Full Circle Insights Full Circle Insights FullCircleInsights.com 650.641.2766

More information

Using SugarCRM for a Lead Generation and Inbound Marketing Hub

Using SugarCRM for a Lead Generation and Inbound Marketing Hub Using SugarCRM for a Lead Generation and Inbound Marketing Hub.4.19.12 Copyright 2012, echogravity, Inc. Webinar Series 1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub 2. MAY 3:

More information

A Modern Sales Roadmap. 7 best practices to drive sales success. tellwise

A Modern Sales Roadmap. 7 best practices to drive sales success. tellwise A Modern Sales Roadmap 7 best practices to drive sales success tellwise Introduction Whether you re an inside sales rep or the Chief Sales Officer (CSO), you know sales is a demanding field, with countless

More information

Marketing Automation. Improve Efficiency, Lower Costs, and Maximize Revenue

Marketing Automation. Improve Efficiency, Lower Costs, and Maximize Revenue Marketing Automation Improve Efficiency, Lower Costs, and Maximize Revenue MDR s Free Webinar Series October 6, 2011 Copyright 2011 Market Data Retrieval 1 MDR s Free Webinar Series Provide customers added

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

Getting Successful with marketing automation - more than technology

Getting Successful with marketing automation - more than technology Getting Successful with marketing automation - more than technology BROUGHT TO YOU BY Content is the fuel of any marketing automation campaign. From the education phase and lead generation phase, to lead

More information

The Next Generation of Channel Marketing

The Next Generation of Channel Marketing The Next Generation of Channel Marketing Authored by Chris Carroll Edited by Courtney Wiley This whitepaper discusses how technology resellers can take advantage of the next generation of channel marketing

More information

The Top FIVE Metrics. For Revenue Generation Marketers

The Top FIVE Metrics. For Revenue Generation Marketers The Top FIVE Metrics For Revenue Generation Marketers Introduction It s an old cliché but true: you manage what you measure. One implication is that when a business changes, measures should change as well.

More information

WHITEPAPER GUIDE TO LEAD NURTURING. By: ActiveConversion

WHITEPAPER GUIDE TO LEAD NURTURING. By: ActiveConversion WHITEPAPER GUIDE TO LEAD NURTURING By: ActiveConversion Page 1 Introduction Industry surveys indicate that only 10 to 25 percent of all leads are sales-ready, meaning prospects are interested and ready

More information

Designing a Lead Lifecycle in Salesforce

Designing a Lead Lifecycle in Salesforce Designing a Lead Lifecycle in Salesforce A Best Practices White Paper for Response Management from Full Circle CRM Full Circle CRM FullCircleCRM.com 650.641.2766 877.834.4001 Copyright 2015, Full Circle

More information

New Solutions New Opportunities

New Solutions New Opportunities New Solutions New Opportunities What is Penton Marketing Services Penton Marketing Services offers a full range of content solutions, digital services and lead nurturing and qualifying services that leverage

More information

What s the difference between email marketing and marketing automation?

What s the difference between email marketing and marketing automation? Marketing automation is a technology platform for marketers to create, nurture, and pass leads to sales. Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact

More information

INBOUNDMARKETING. For Beginners. Everything you need to know to get started.

INBOUNDMARKETING. For Beginners. Everything you need to know to get started. INBOUNDMARKETING For Beginners Everything you need to know to get started. 2 Bill is a Certified Inbound Marketing Specialist with Honors with 18 years of marketing experience. Not only is Bill an Inbound

More information

B2B Lead Nurturing. The How and Why...

B2B Lead Nurturing. The How and Why... B2B Lead Nurturing The How and Why... The Author Kenneth Connolly Kenneth has enjoyed a marketing career both agency and client side. With over seven years experience writing B2B and B2C copy, Kenneth

More information

The State of Demand Generation

The State of Demand Generation Demand generation the practice of driving awareness and interest in a brand s products and services isn t new, but modern techniques for demand generation certainly are. Visionaries like Seth Godin have

More information

White paper. Key considerations for successful lead management. Marketing Solutions

White paper. Key considerations for successful lead management. Marketing Solutions Marketing Solutions White paper Key considerations for successful lead management Written by: Christine Mariconda President Mariconda Marketing Solutions 631.462.6139 Tel 631.462.6138 Fax cm@mariconda-marketing.com

More information

THE SECRETS TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication

THE SECRETS TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication 10 THE S TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication 10 S THE TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) By Jackie Key, Managing Director, Key Principles

More information

Marketer s Guide to Prioritizing Leads. Focus your time, money and effort on bringing new business by identifying and engaging the most likely buyers

Marketer s Guide to Prioritizing Leads. Focus your time, money and effort on bringing new business by identifying and engaging the most likely buyers Marketer s Guide to Prioritizing Leads Focus your time, money and effort on bringing new business by identifying and engaging the most likely buyers The deal in the haystack To be honest, the leads are

More information

Choices in Marketing Automation

Choices in Marketing Automation White paper Choices in Marketing The term marketing automation is deceptive it suggests a clean, intuitive and straightforward way of generating, monitoring and cultivating your customer base. In reality

More information

Click to Lead:: The Website Challenge

Click to Lead:: The Website Challenge Click to Lead:: The Website Challenge How to Reach Business Software Buyers and Convert Them to Sales-Ready Leads Michael Ortner ortner@capterra.com www.capterra.com Please feel free to post a link to

More information

AN INTRODUCTION TO LEAD GENERATION.

AN INTRODUCTION TO LEAD GENERATION. AN INTRODUCTION TO LEAD GENERATION. A beginner s guide to converting website visitors into inbound leads for your business. A publication of 2 CONTENTS. 04 05 Introduction Defining a Lead 09 Qualifying

More information

2011 B2B Marketing BenchMark Report

2011 B2B Marketing BenchMark Report EXCERPT Special Rate Sponsor: 2011 B2B Marketing BenchMark Report Practical instructions to generate, Research and Insights on Elevating qualify and nurture new business Marketing Effectiveness from Lead

More information