Lead Management & Marketing Automation. Whitepaper

Size: px
Start display at page:

Download "Lead Management & Marketing Automation. Whitepaper"

Transcription

1 Lead Management & Marketing Automation Whitepaper

2 Lead Management How to Win, Evaluate, and Qualify Prospects 2

3 Regardless of whether you re responsible for marketing in an agency, an average business, or a large corporation - the goals remain the same: Lead generation. With your mix of Inbound and Outbound marketing methods and a sophisticated Content Strategy, you ensure that potential customers land on your website. But what happens next? Are your leads contacted immediately from your sales team as soon as they sign up for a newsletter? 73% of the leads aren t ready for a sales conversation. (Meclabs, B2B Benchmark Report 2012) It sometimes takes months for such decisions to be made and sales closed, especially if you are offering a product that requires some explanation. This is where Lead Management comes in and helps you to assess whether a lead is qualified to be forwarded to sales or whether they need to be further developed with additional information. Understanding and Specifically Targeting Leads Lead Management encompasses all actions and processes for generating and qualifying prospects - from initial contact to sale. The focal questions are: How do I reach and gain leads with Outbound and Inbound Marketing methods? (Lead Generation) How do I identify the interests and qualifications of my leads for my company or product? (Lead Scoring) How do I qualify prospects for sales and develop their willingness to buy? (Lead Nurturing) These measures lead hand in hand to success. These are therefore not linear but dynamic processes that can be influenced by various factors. It really makes a difference whether it is a company intern clicking through your website as part of a research project, or an employee with budgetary responsibilities in a leading position. You can only reach your leads if you understand and directly target them. Potential customers, on the other hand, need to understand your company or product and be convinced of the right purchase decision. 3

4 Recognizing Qualified Leads Qualified leads vary from prospects or website visitors in that: They have an immediate need for your product. They understand your product. They are nearing the purchase decision and have budget responsibility. At trade shows, you can consult and inform potential customers fairly accurately, and in doing so achieve a high level of qualification in just a short time. But how do you know who is looking through your website and how can you individually respond to various leads, their interests, and qualification status? The good news: Lead Management can be automated to a certain degree. With a software program for marketing automation, you can measure and evaluate your leads click behavior. Evaluate leads and their willingness to buy (Scoring), Adjust content on the website as well as follow-up actions and campaigns with individual content, or trigger personalized mailings (Nurturing), Initiate contact with the sales team at the opportune moment. Marketing Automation bridges the gap between marketing and sales. With automated and strategic Lead Management you re separating the wheat from the chaff and ensuring that qualified leads are transferred to sales. If a prospect is still undecided, he can be passed back and contacted from sales again at a later time. Lead Management ultimately means that marketing and sales will work more closely and efficiently together in the future, and continually exchange and coordinate information. Even the IT department will be happy. When properly implemented, all parties involved benefit, and through the automation of time-consuming and cost-intensive tasks, focus on their respective strengths. 4

5 Lead Generation How to Reach and Gain Prospects 5

6 Reaching Leads at the Opportune Moment 81% of the B2B sales are decided online or influenced online. (DemanGen Report 2012) 47% of the prospects go directly to the websites of relevant providers. (Base One, The Buyersphere Report 2013) That means that the Internet is the first choice when researching for providers and comparing products. It is mainly a matter of being found by potential customers in this phase, reach them, and to pick them up. Being found is just one side of the coin. As soon as leads become genuinely interested in your company, they will also leave their contact information so that you may send your information offer per download or mail. But that does not mean they are ready to buy, they only want to keep in touch. With Inbound Marketing, you can provide content for each of the various phases in the buying process that reaches your leads at the opportune moment. Interest A prospect has a need for your service or product. Retention A prospect is informed and compares potential solutions. Sale A prospect makes a sales decision. But how do you know whether a potential customer is researching, comparing, or close to a sale? With a system that automatically evaluates prospects. During the course of Lead Management, you can capture interests and qualifications of your leads with Lead Scoring and use this information to draw conclusions about their willingness to buy. Unqualified leads can be developed and qualified through target groups from relevant Nurturing Campaigns. 6

7 Lead Scoring How to Evaluate Prospects and Determine Their Willingness to Buy 7

8 Figure out who you are dealing with Companies that properly implement Lead Scoring raise the qualification rate by an average of 192% in comparison who those who do not evaluate their leads. Lead Scoring, as a means of Lead Management, will help you in connection with your Outbound and Inbound Marketing measures to assess the qualification, interests, and willingness to buy of potential customers. Leads are generally classified as cold, wwithin the framework of Lead arm, or hot. However, only a few are hot or ripe enough for a talk with the sales department. The rest still need time to ripen, like green bananas, and be qualified and further developed Nurturing. With Lead Scoring, you can evaluate your leads according to different characteristics and criteria. The click patterns on a website and the selection of certain information, for example, reveals a great deal about the interests or the willingness to buy. With the help of data that you obtain through forms or surveys, you can learn who you are dealing with and what status this person has in the company. Criteria for Evaluation Leads can be evaluated based on implicit and explicit criteria. Implicit Criteria are information on your leads interests and can be derived from interactions with your company s website, e.g. visited webpages click behavior number of page views recurrent vs. new visitor opened s, clicked links response to a trade fair invitation Explicit criteria are information that your leads share with you or can be derived from submitted data, e.g. target group position within the company company number of employees industry contact options registration for a demo With this data you can pretty accurately determine in which buying process phase the lead is currently. What criteria you use and how you evaluate individual interactions depends entirely on your company and your product. 8

9 Evaluating with a Point System The Lead Score results from the qualification plus the interests. Therefore, the next step is to assign points to each of the criteria, e.g. Newsletter subscription (+ 15 Points) Unsubscribe newsletter (- 25 Points) Opening an (+ 5 Points) Position in the company = marketing manager (+20 Points) It is also important to make arrangements with your sales department in this step. They know best when a lead qualifies for a sales pitch and based on a scale from points, when a lead is 100% sales ready. What happens in the meantime? Within the framework of the Lead Management, the Lead Nurturing phase starts for the leads that aren t sales ready and undecided. With the nurturing phase, you provide your leads with information that is tailored to their Lead Score, meaning their qualifications and interests. If you want to effectively introduce and use Lead Management in your company, you will need a tool that automates the complex processes in connection with Lead Scoring and Nurturing. A tool that permanently collects data and updates the databases and profiles in real-time for every interaction with a lead. With the right tool and Lead Management tailored to your company, you can not only save your sales team a lot of time and money, but you can also gain more qualified leads faster. 9

10 Lead Nurturing How to Inform and Qualify Prospects 10

11 Cultivate New Prospective Customers Lead Nurturing is often equated to customer retention or customer care. However, during the lead generation process, there isn t a customer yet. The latter must of course be retained but maintained differently since they already know your product. Nurturing as a means of Lead Management presupposes that leads generated from campaigns, content, or trade shows are evaluated and identified based on qualification and interests. With a sophisticated Lead Scoring system, you can find out fairly quickly whether a lead can be directly transferred to sales, or whether they require more time, information, and care. If unqualified leads are contacted too early by the sales team, it only wastes unnecessary time, because 73% are not ready for a sales pitch. As part of the acquisition of new customers, nurturing means raising prospective new customers like tiny plants according to their qualifications and watering and caring for them with information. With nurturing you are developing and promoting their willingness to buy. Nurturing includes the following processes: Analysis and monitoring of the buying stage Providing relevant and informative content to maintain and reinforce interest and attention. Passing qualified leads to the sales team Once your leads give their , register, and in doing so go from anonymous visitor to a lead, you can then determine during the further course whether they are cold or hot leads and when they are sales ready. All that you have to do is evaluate their online behavior and combine it with all of the data that you have obtained via forms or surveys at trade fairs. Finally, automatic marketing measures and follow-up processes, e.g. a personalized campaign with informative content, can be triggered according to the lead s status. Depending on the interests and qualifications, you can also provide or send various content types (e.g. Whitepapers, e-boks, blog entries, case studies, or product information). 11

12 All-in-one Software for Marketing Automation DirectSmile offers this solution in a software program that enables the automation of Lead Management on your website. With DirectSmile you design, personalize, and automate campaigns that connect the web, , social, mobile, and print media. You do not require any programmer or HTML knowledge and simply use your CRM data. Not only can the measures toward lead generation be more effective, but you can also automate personalized follow-up processes of Lead Scoring and Nurturing. DirectSmile GmbH Alt-Moabit 60 D Berlin Tel.: + 49 (30) Data from Various Studies: Companies that successfully practice lead nurturing generate 50% more qualified sales-ready leads with 33% less costs. (Forrester Research) Leads that were qualified through nurturing invest 47% more of their budget than those who did not have any nurturing. (The Annuitas Group) Companies that automate their lead management report an increase in revenue of at least 10% within the first 6-9 months. (Gartner Research) Relevant s provide 18 times more revenue than mass mailings. (Jupiter Research) Personalized s increase the click rate (CTR) by 14% and the conversion rate by 10%. (Aberdeen Group) s within the framework of Lead Nurturing have a 4-10 times higher response rate than mass mailings. (SilverPop/DemandGen Report) s during the Lead Nurturing phase have an average CTR of 8%, whereas other s only have 3% % of deals go to the providers who responded first (leadresponsemanagement.org) If sales-ready, qualified leads are contacted within 5-30 minutes the opportunity for a conversation are increased a hundredfold and the chances of conversation by 21 times. (leadresponsemanagement.org) 12

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

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

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

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

WHITEPAPER SALES OPTIMIZATION & LEAD MANAGEMENT. By: ActiveConversion

WHITEPAPER SALES OPTIMIZATION & LEAD MANAGEMENT. By: ActiveConversion WHITEPAPER SALES OPTIMIZATION & LEAD MANAGEMENT By: ActiveConversion Page 1 Executive Summary To achieve sales growth with existing resources, businesses are increasingly turning to sales optimization.

More information

WHITEPAPER IMPROVE YOUR MARKETING AND SALES PERFORMANCES THROUGH OPTIMISED LEAD MANAGEMENT

WHITEPAPER IMPROVE YOUR MARKETING AND SALES PERFORMANCES THROUGH OPTIMISED LEAD MANAGEMENT IMPROVE YOUR MARKETING AND SALES PERFORMANCES THROUGH OPTIMISED LEAD MANAGEMENT 2 ABOUT Why has lead management become so important today for business? Two trends currently reinforce the need to implement

More information

Inbound Marketing Methodology

Inbound Marketing Methodology White Paper Inbound Marketing Methodology The best way to turn strangers into customers and promoters of your business. The proven methodology for the digital age Since 2006 inbound marketing has been

More information

LEAD NURTURING 5 REASONS YOU CAN'T IGNORE LEAD NURTURING 10 FUNDAMENTALS FOR YOUR SUCCESS

LEAD NURTURING 5 REASONS YOU CAN'T IGNORE LEAD NURTURING 10 FUNDAMENTALS FOR YOUR SUCCESS LEAD NURTURING 5& 10 5 REASONS YOU CAN'T IGNORE LEAD NURTURING 10 FUNDAMENTALS FOR YOUR SUCCESS According to a report from Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready

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

Online Lead Generation:

Online Lead Generation: Online Lead Generation: A Guide for B2B Owners & Marketers Online Lead Generation: A Guide for B2B Owners & Marketers Table of Contents Introduction 21 Key Research Findings About Lead Gen The Role of

More information

CREATE A PERFORMING MARKETING AUTOMATION PLATFORM

CREATE A PERFORMING MARKETING AUTOMATION PLATFORM CREATE A PERFORMING MARKETING AUTOMATION PLATFORM Marketing Automation: Why the technology is growing Marketing automation software is, by definition, a suite of technologies that allows you to streamline,

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

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

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

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

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge More Enquiries, Same Budget: Solving the B2B Marketer s Challenge You need to increase inbound enquiries, both in volume and quality, but your budget is restricted. Sound familiar? Prospect Analytics offers

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

Preview Agenda. Lead Planning & Nurturing that Converts More Customers

Preview Agenda. Lead Planning & Nurturing that Converts More Customers Lead Planning & Nurturing that Converts More Customers Marketing Profs B2B Forum 2010 Preview Agenda Who is The Annuitas Group? The Changing B2B Buyer Today s B2B Marketer Lead Management Defined Nurturing

More information

MARKETING AUTOMATION SEMINAR 7.3.2013 BERTRAND MAUGAIN. ez Systems

MARKETING AUTOMATION SEMINAR 7.3.2013 BERTRAND MAUGAIN. ez Systems MARKETING AUTOMATION SEMINAR 7.3.2013 BERTRAND MAUGAIN ez Systems ez Marketing Automation Increasing Revenue Performance ez helps optimizing digital experiences When content management meets Marketing

More information

Introduction to Demand Generation Systems David M. Raab Raab Associates Inc.

Introduction to Demand Generation Systems David M. Raab Raab Associates Inc. Introduction to Demand Generation Systems David M. Raab Raab Associates Inc. What is a demand generation system? The short answer is, it s a system designed to help marketers acquire, nurture and distribute

More information

Nurturing Beyond Your Current Pipeline. TechTarget

Nurturing Beyond Your Current Pipeline. TechTarget Nurturing Beyond Your Current Pipeline Globally consistent trend: purchasing decisions shaped online before sales contact Over 2/3s of the buying process occurs before sales is even contacted (Sirius Decisions)

More information

Marketing Automation. Why It Makes Sense. Big Data for Small Businesses Compare Business Products 2013 1

Marketing Automation. Why It Makes Sense. Big Data for Small Businesses Compare Business Products 2013 1 Marketing Automation Why It Makes Sense Big Data for Small Businesses Compare Business Products 2013 1 Table of Contents Introduction... 3 What is Marketing Automation?... 3 Reasons to Start Using Marketing

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

The Lead Nurturing. 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success. Act-On Best Practices for Email Delivery

The Lead Nurturing. 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success. Act-On Best Practices for Email Delivery & The Lead Nurturing 5 & 10 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success i The Lead Nurturing 5 & 10 Five Reasons You Can t Ignore Lead Nurturing; Ten Fundamentals for Your

More information

35 Examples How Sales Teams Benefit from Microsoft Dynamics CRM

35 Examples How Sales Teams Benefit from Microsoft Dynamics CRM 35 Examples How Sales Teams Benefit from Microsoft Dynamics CRM Achieving Growth Targets 1. Managing Sales Goals Sales teams need to know how they re performing in comparison to their sales goals. Are

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

Demand Generation vs. Marketing Automation David M. Raab Raab Associates Inc.

Demand Generation vs. Marketing Automation David M. Raab Raab Associates Inc. Demand Generation vs. Marketing Automation David M. Raab Raab Associates Inc. Demand generation systems help marketers to identify, monitor and nurture potential customers. But so do marketing automation

More information

Increasing Trade Show ROI Substantially

Increasing Trade Show ROI Substantially A Marketing Automation Guide To Increasing Trade Show ROI Substantially 1 ActiveConversion.com : Trade Show ROI Introduction if just one out of every five of ignored [trade show] leads can be nurtured

More information

Lead Scoring for Success. A practical guide to achieving better results with lead scoring

Lead Scoring for Success. A practical guide to achieving better results with lead scoring Lead Scoring for Success A practical guide to achieving better results with lead scoring Lead Scoring The Growing Need for Lead Scoring The Growing Need for Lead Scoring A company s website is still one

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

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

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

Grow Your Business with. Nurture Marketing. Convert leads, close sales, and build customer trust using marketing automation and Microsoft Dynamics CRM

Grow Your Business with. Nurture Marketing. Convert leads, close sales, and build customer trust using marketing automation and Microsoft Dynamics CRM Grow Your Business with Nurture Marketing Convert leads, close sales, and build customer trust using marketing automation and Microsoft Dynamics CRM contents 03 Introduction What is nurture marketing?

More information

March BY JULIAN POULTER LAMP-360 MARCH 2013 WHITEPAPER: LEAD SCORING: PRIORITIZING YOUR LEAD FOLLOW UP ACTIVITIES WWW.LAMP-360.COM

March BY JULIAN POULTER LAMP-360 MARCH 2013 WHITEPAPER: LEAD SCORING: PRIORITIZING YOUR LEAD FOLLOW UP ACTIVITIES WWW.LAMP-360.COM March WHITEPAPER: LEAD SCORING 2013 LEAD SCORING: PRIORITIZING YOUR LEAD FOLLOW UP ACTIVITIES BY JULIAN POULTER LAMP-360 MARCH 2013 WWW.LAMP-360.COM Version 1 Page 1 of 12 Contents 1. INTRODUCTION: WHAT

More information

Moreketing. With great ease you can end up wasting a lot of time and money with online marketing. Causing

Moreketing. With great ease you can end up wasting a lot of time and money with online marketing. Causing ! Moreketing Automated Cloud Marketing Service With great ease you can end up wasting a lot of time and money with online marketing. Causing frustrating delay and avoidable expense right at the moment

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

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

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

How To: Turn Your Website into a Sales Machine. 3 keys to generating more sales leads

How To: Turn Your Website into a Sales Machine. 3 keys to generating more sales leads How To: Turn Your Website into a Sales Machine 3 keys to generating more sales leads Most businesses are always looking for the silver bullet to drive new and repeat sales. If you ve already invested in

More information

How to Implement Smart Lead Scoring

How to Implement Smart Lead Scoring How to Implement Smart Lead Scoring Jessica Meher Head of Enterprise Marketing HubSpot #INBOUND13 JESSICA MEHER @jessicameher Download today s slides at hubspot.com/leadscoring "There aren't enough leads

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

Successful Drip Email Nurturing Campaigns. Jeanne S. Jennings Consultant, Email Marketing Strategy

Successful Drip Email Nurturing Campaigns. Jeanne S. Jennings Consultant, Email Marketing Strategy Successful Drip Email Nurturing Campaigns Jeanne S. Jennings Consultant, Email Marketing Strategy Presentation Overview What is a Drip Campaign? Case Studies PRWeb Nortel U.S. General Services Administration

More information

M. H. (Mac) McIntosh Anne Marie Corbett Marketing Programs Manager

M. H. (Mac) McIntosh Anne Marie Corbett Marketing Programs Manager M. H. (Mac) McIntosh Anne Marie Corbett President Marketing Programs Manager Mac McIntosh Inc. Globoforce mcintosh@sales-lead-experts.com annemarie.corbett@globoforce.com 1-401-294-7730 1-508-229-1542

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

CRM Marketing Automation Buyers Guide

CRM Marketing Automation Buyers Guide 2 CRM gn n i io t e at k ar om M ut A Buyers Guide CHAPTER 1 Introduction M Contacts e Process The term CRM (Customer Relationship Management) has long been used in the enterprise world, but is becoming

More information

A Kuno Creative ebook. for. Marketing

A Kuno Creative ebook. for. Marketing A Kuno Creative ebook CREATING CONTENT for Marketing Automation Why Content Matters Content is an essential part of any online marketing strategy. Blogs, downloads and video can be used for anything from

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

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

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

Inbound Marketing Report for Anchor Computer Systems. September 2015

Inbound Marketing Report for Anchor Computer Systems. September 2015 Inbound Marketing Report for Anchor Computer Systems September 2015 Introduction First of all, thank you very much for your time on the phone last week. The information we were able to gather will prove

More information

A Business Owner s Guide to: Lead Nurturing

A Business Owner s Guide to: Lead Nurturing A Business Owner s Guide to: Lead Nurturing A Business Owner s Guide to: Lead Nurturing Did you know that when people visit your website, 95% of them are merely conducting research? In fact, only 5% of

More information

Partner Marketing Playbook. A guide to integrating the SharedVue platform into your existing marketing mix

Partner Marketing Playbook. A guide to integrating the SharedVue platform into your existing marketing mix Partner Marketing Playbook A guide to integrating the SharedVue platform into your existing marketing mix SharedVue Marketing Playbook foreword In a busy world of managing relationships with customers

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

CommuniGator. Email List Building

CommuniGator. Email List Building CommuniGator Email List Building Building and growing your email list You could have the best creative, a compelling subject line and the most irresistible call to action, but if you haven t thought about

More information

730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com

730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Lead Scoring: Five Steps to Getting Started 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Introduction Lead scoring applies mathematical formulas to rank potential

More information

Multi-channel Marketing

Multi-channel Marketing RIGHT TIME REVENUE OPTIMIZATION How To Get Started RIGHT TIME REVENUE OPTIMIZATION How To Get Started Summary: The Short List Here s our suggested short list from this paper: Multi-channel marketing is

More information

WOW Analytics. The art of lead scoring

WOW Analytics. The art of lead scoring WOW Analytics The art of lead scoring The art of lead scoring Introduction The single purpose of lead scoring is to ascertain differing degrees of interest or purchase intent based on web site visits over

More information

How to Select a Lifecycle Marketing Automation Solution

How to Select a Lifecycle Marketing Automation Solution How to Select a Lifecycle Marketing Automation Solution rightoninteractive.com It s a brutal world out there for marketers. After years of having budgets slashed, it doesn t look like it s getting better.

More information

Take Your Lead Nurturing to the Next Level

Take Your Lead Nurturing to the Next Level Take Your Lead Nurturing to the Next Level October 10, 2014 Ruth P. Stevens @RuthPStevens www.ruthstevens.com Defining what is a lead Lead generation A sales lead A qualified lead Identifying prospective

More information

The ROI of Customer Acquisition: Aligning Marketing & Sales

The ROI of Customer Acquisition: Aligning Marketing & Sales The ROI of Customer Acquisition: Aligning Marketing & Sales Table of Contents Best Practice #1: Build and implement ongoing email lead nurturing programs. Best Practice #2: Leverage inbound tactics to

More information

Retargeting is the New Lead Nurturing: 6 Simple Ways to Increase Online Conversions through Display Advertising

Retargeting is the New Lead Nurturing: 6 Simple Ways to Increase Online Conversions through Display Advertising Retargeting is the New Lead Nurturing: 6 Simple Ways to Increase Online Conversions through Display Advertising 565 Commercial Street, San Francisco, CA 94111 866.497.5505 www.bizo.com Follow us on Twitter:

More information

A Quicker, Simpler Path to Lead Management ROI

A Quicker, Simpler Path to Lead Management ROI A Quicker, Simpler Path to Lead Management ROI A Step by Step Guide Lisa Cramer Co-Founder & President LeadLife Solutions lcramer@leadlife.com 770.670.6702 Because marketers are time, budget and resource-constrained,

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

The Intelliverse Way - Finding, Closing, and Nurturing Sales Leads

The Intelliverse Way - Finding, Closing, and Nurturing Sales Leads The Intelliverse Way - Finding, Closing, and Nurturing Sales Leads Lead generation is about so much more than making a sale. In order to have the most devoted and profitable leads, you need to follow a

More information

Sales and Marketing Alignment

Sales and Marketing Alignment INTRODUCTION TO INTEGRATED MARKETING Sales and Marketing Alignment A company s sales and marketing teams often have a complex, sometimes contentious, relationship. On one hand, both sides realize that

More information

white paper Tracking Phone Leads: The Missing Piece of Marketing Automation

white paper Tracking Phone Leads: The Missing Piece of Marketing Automation white paper Tracking Phone Leads: The Missing Piece of Marketing Automation Tracking Phone Leads: The Missing Piece of Marketing Automation 21 Executive Summary Marketing organizations today including

More information

Automate Lead Scoring and Nurturing in Four Quick Steps

Automate Lead Scoring and Nurturing in Four Quick Steps [ Maximize your lead generation efforts ] Automate Lead Scoring and Nurturing in Four Quick Steps A white paper by Pardot Executive Summary Two great truths among B2B marketers are that they are chronically

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

Supercharge Your Demand Generation with Marketing Automation:

Supercharge Your Demand Generation with Marketing Automation: Supercharge Your Demand Generation with : The Power of Knowing Your Buyer and Your Buyer Knowing You Sue Hay, CEO, BeWhys Marketing, Inc. Cari Baldwin CEO, Bluebird Strategies The days of spray and pray

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

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

OnDemand CRM Executive Brief

OnDemand CRM Executive Brief OnDemand CRM Executive Brief Marketing to the Masses with OnDemand CRM www.tatacommunications.com/enterprise/saas/crm.asp We have seen tremendous results from using OnDemand CRM. Our marketing team has

More information

White Paper. Sales and Marketing Alignment: Creating a B2B Revenue Engine

White Paper. Sales and Marketing Alignment: Creating a B2B Revenue Engine Sales and Marketing Alignment: Creating a B2B Revenue Engine Sales and Marketing Alignment: Creating a B2B Revenue Engine Fueling the B2B Revenue Engine Sales and marketing alignment is not new, and it

More information

7 STEPS FOR BUILDING A WINNING LEAD NURTURE STRATEGY. Lead Nurture Strategy»

7 STEPS FOR BUILDING A WINNING LEAD NURTURE STRATEGY. Lead Nurture Strategy» 7 STEPS FOR BUILDING A WINNING LEAD NURTURE STRATEGY Lead Nurture Strategy» The leads you collect today aren t necessarily ready to buy immediately. Some of them are, of course, but others may still be

More information

B2Best Practice. Landing Pages

B2Best Practice. Landing Pages B2Best Practice Landing Pages Fill out the information below to download ÒThe Guide to Landing PagesÓ white paper. Lead Capture First Nam e Last Name Email Company Phone Submit What are landing pages?

More information

Lead Scoring for Success. A practical guide to achieving better results with lead scoring

Lead Scoring for Success. A practical guide to achieving better results with lead scoring Lead Scoring for Success A practical guide to achieving better results with lead scoring Lead Scoring The Growing Need for Lead Scoring Getting More Out of Leads Lead Scoring The Growing Need for Lead

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

MASSIVE Differences to Sales Revenues in their Specific Markets GUARANTEED!

MASSIVE Differences to Sales Revenues in their Specific Markets GUARANTEED! Helping Successful Medium Sized Businesses to Develop Online Lead Generation Strategies that will make MASSIVE Differences to Sales Revenues in their Specific Markets GUARANTEED! Created By Richard Ingram

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

INTRODUCTION TO INTEGRATED MARKETING SALES AND MARKETING ALIGNMENT

INTRODUCTION TO INTEGRATED MARKETING SALES AND MARKETING ALIGNMENT INTRODUCTION TO INTEGRATED MARKETING SALES AND MARKETING ALIGNMENT A company s sales and marketing teams often have a complex, sometimes contentious, relationship. On one hand, both sides realize that

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

From leads to new customers:

From leads to new customers: From leads to new customers: Three phases of successful lead follow-up Content Overview Only a structured lead follow-up process is successful Starting point Concrete interest is more valuable than address

More information

Lead nurturing: Using email marketing to convert a prospect into a sale

Lead nurturing: Using email marketing to convert a prospect into a sale Lead nurturing: Using email marketing to convert a prospect into a sale Patrick Zuluaga Director PMZ Marketing Have you heard this before? Email does not work for customer acquisition but rocks for customer

More information

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications The Fundamentals of B2C Marketing Automation for Effective Marketing Communications Mark Patron February 2013 Email and Website Optimisation Introduction Marketing automation is a process that uses insight

More information

B2B Display Advertising : Find, Nurture, and Harvest

B2B Display Advertising : Find, Nurture, and Harvest B2B Display Advertising : Find, Nurture, and Harvest Find, Nurture Harvest with B2B Display Ads 1 21st Century Most people don t realize just how deeply Internet technology has disrupted the traditional

More information

Lead nurturing is the process of sending automated, scheduled emails to a lead to help move them along through the buying cycle.

Lead nurturing is the process of sending automated, scheduled emails to a lead to help move them along through the buying cycle. Lead nurturing is the process of sending automated, scheduled emails to a lead to help move them along through the buying cycle. Lead nurturing touches the lead after they have left your website. You can

More information

Why Automation Should Drive Your Marketing Engagement, Starting Now

Why Automation Should Drive Your Marketing Engagement, Starting Now Why Automation Should Drive Your Marketing Engagement, Starting Now Do we need a marketing automation system? If you re planning on marketing in 2016 and beyond, the answer is Yes. The truth of the matter

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

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

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

Trends & ideas for success CRM & Email marketing

Trends & ideas for success CRM & Email marketing Trends & ideas for success CRM & Email marketing Michael Leander michael@michaelleander.me @michaelleander < Twitter Facebook/Linkedin Michael Leander 1 Email not so dead after all... (tell your friends

More information

Nurture Registrants with Triggered Email Follow-up

Nurture Registrants with Triggered Email Follow-up Nurture Registrants with Triggered Email Follow-up Will Schnabel VP Business Development, Silverpop wschnabel@silverpop.com Twitter: @wschnabel Silverpop 1400+ customers, 2000+ brands Email Marketing and

More information

B2B LEAD GENERATION THE DEFINITIVE GUIDE TO GUIDE 1. INTRODUCTION TO LEAD GENERATION

B2B LEAD GENERATION THE DEFINITIVE GUIDE TO GUIDE 1. INTRODUCTION TO LEAD GENERATION B2B LEAD GENERATION THE DEFINITIVE GUIDE TO GUIDE 1. INTRODUCTION TO LEAD GENERATION 01 CONTENTS WHAT IS LEAD GENERATION? WHY IS LEAD GENERATION SO IMPORTANT? WHAT IS A LEAD? MARKETING AND SALES LEADS?

More information

Reaching New Customers With E-Mail Newsletters An Executive White Paper

Reaching New Customers With E-Mail Newsletters An Executive White Paper Reaching New Customers With E-Mail Newsletters An Executive White Paper Coravue, Inc. 7742 Redlands St., #3041 Los Angeles, CA 90293 USA (310) 305-1525 www.coravue.com Table of Contents Introduction...1

More information

Insurance Marketing White Paper The benefits of implementing marketing automation into your email marketing strategy

Insurance Marketing White Paper The benefits of implementing marketing automation into your email marketing strategy Insurance Marketing White Paper The benefits of implementing marketing automation into your email marketing strategy Katie Traynier July 2013 Email and Website Optimisation Introduction Most email marketers

More information

A Guide to Marketing Automation

A Guide to Marketing Automation A Guide to Marketing Automation How Has B2B Marketing Changed? B2B marketing has undergone a significant shift in recent years. Buyers are able to take more control of the buying process by undertaking

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

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