Turn Inbound Leads into Customers

Marketers have changed the way they handle online demand generation by using thought leadership like white papers, surveys and videos to drive interest in their industry or solution. But for many companies, leads from these inbound methods don’t necessarily mean an increase in potential sales opportunities. Here are some tips to help you convert these inbound leads into customers.

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Posted by Maria Pergolino on January 20, 2010 in Lead Management | Turn Inbound Leads into Customers | Comments (0) | TrackBack (0)

The 6th Annual MarketingSherpa B2B Marketing Summit in San Francisco

This year’s MarketingSherpa B2B Marketing Summit was a great success. Those that attended the event could tell from the minute it started that they would be leaving with actionable ideas to improve their marketing program. Here are my actionable items and takeaways from the event.

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Posted by Maria Pergolino on September 28, 2009 in Lead Management | The 6th Annual MarketingSherpa B2B Marketing Summit in San Francisco | Comments (0) | TrackBack (0)

The Definitive Guide to Lead Nurturing: Free On-Demand Webinar

Watch The Definitive Guide to Lead Nurturing webinar on-demand, with no registration. Get practical tips for how you can actually implement lead nurturing at your company, including: * Deciding what leads to send to sales * Establishing permission to nurture leads * How to customize drip "stay in touch campaigns" based on buyer role and stage of the buying cycle * What types of campaigns accelerate the buying cycle * When and how to recycle leads from sales back to marketing * Measuring and proving the ROI of lead nurturing

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Posted by Jon Miller on September 20, 2009 in Demand Generation , Lead Management , Lead Nurturing , Modern B2B Marketing , Tips | The Definitive Guide to Lead Nurturing: Free On-Demand Webinar | Comments (1) | TrackBack (0)

What made the Digital Marketing World-Go-Round? 10 Takeaways from the MarketingProfs Digital Marketing World Virtual Conference

This summary of the Fall 2009 MarketingProfs Digital Marketing World Conference was filled with tips to help every marketer- both B2B and B2C. Check out this list for tips to improve your email marketing, landing pages, social media marketing and more!

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Posted by Maria Pergolino on September 17, 2009 in Lead Management , Modern B2B Marketing | What made the Digital Marketing World-Go-Round? 10 Takeaways from the MarketingProfs Digital Marketing World Virtual Conference | Comments (4) | TrackBack (0)

Give Your Leads a Regular Check-Up

By regularly checking the health of your leads you will be able to identify that your leads may not be well long before they end up in the ICU allowing you to adjust your lead management practices before it’s too late.

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Posted by Maria Pergolino on September 9, 2009 in Lead Management | Give Your Leads a Regular Check-Up | Comments (1) | TrackBack (0)

Don’t let Bad Leads Happen to You

Creating solid opt-in lists can be a difficult task for marketers. Avoid these bad lead generation methods to ensure deliverability and avoid reputation issues.

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Posted by Maria Pergolino on April 29, 2009 in Lead Management | Don’t let Bad Leads Happen to You | Comments (0) | TrackBack (0)

5 Reasons Why Lead Management is more than Lead Nurturing and Scoring

Achieving the full benefit of lead management requires much more than just lead nurturing and lead scoring. Those are necessary but not sufficient components of a complete solution; by themselves they don't automate many of the marketing processes, especially the key interfaces to and from marketing and sales, that are necessary to really unlock growth. So, here are my top five lead management best practices beyond lead nurturing and lead scoring.

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Posted by Jon Miller on March 3, 2009 in Demand Generation , Lead Management , Lead Nurturing , Marketing Automation | 5 Reasons Why Lead Management is more than Lead Nurturing and Scoring | Comments (9) | TrackBack (0)

More Resources to Define Lead Management Requirements

Here are some great resources to help you define what you are looking for in a demand generation system.

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Posted by Jon Miller on March 1, 2009 in Demand Generation , Lead Management , Marketing Automation | More Resources to Define Lead Management Requirements | Comments (0) | TrackBack (0)

IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation

If you’re grappling with how to make the right choice, or just looking to make a business case for marketing automation at your company, here’s a new resource from the smart analysts at IDC’s CMO Advisory Practice: a new workbook titled “Optimizing Marketing and Sales Lead Management with Marketing Automation.”

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Posted by Jon Miller on February 26, 2009 in Lead Management , Marketing Automation , Sales Marketing Alignment | IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation | Comments (0) | TrackBack (0)

Marketo's Secret Sauce for Demand Generation

I frequently get asked to share how we achieve these marketing results, so I recently presented a fact-filled webinar titled Secret Sauce for Demand Generation: How Marketo Nurtures, Scores and Accelerates Leads through the Revenue Cycle. In order to share these lessons with as broad an audience as possible, we’ve made the webinar available anytime on-demand, without registration.

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Posted by Jon Miller on January 27, 2009 in Demand Generation , Lead Management , Lead Nurturing , Lead Scoring , Marketing Automation | Marketo's Secret Sauce for Demand Generation | Comments (0) | TrackBack (0)

Demand Generation Quiz: How Good Are You?

How do you know if your demand generation is good enough or when it's time to take your lead management processes to the next level? Here are 14 important questions that indicate whether or not you can benefit for more sophisticated marketing automation.

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Posted by Jon Miller on September 7, 2008 in Demand Generation , Lead Management , Marketing Automation | Demand Generation Quiz: How Good Are You? | Comments (4) | TrackBack (0)

Re-inventing Marketing Automation

Marketo is the first complete software in this space that lets marketers act responsively -- to build and deploy campaigns in minutes, not days or weeks.

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Posted by Kelly Abner on March 25, 2008 in Lead Management , Marketing Automation | Re-inventing Marketing Automation | Comments (1) | TrackBack (0)

Lead Management Will Never Be The Same Again

Marketers need sophisticated lead management capabilities to close the gap between marketing and sales, but marketing software has traditionally been too costly, too hard to implement and far too complex for all but a few marketers. Here are the seven key elements of a modern B2B marketing software solution.

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Posted by Jon Miller on March 20, 2008 in Lead Management , Lead Nurturing , Lead Scoring , Marketing Automation , Modern B2B Marketing | Lead Management Will Never Be The Same Again | Comments (6) | TrackBack (0)

Lead Nurturing With Brian Carroll

I recently had the opportunity to speak with Brian Carroll, author of the B2B Lead Generation Blog and the popular book "Lead Generation for the Complex Sale", about the importance of a personalized touch in lead nurturing, the best ways to encourage a latent prospect to start an active buying cycle, and the ROI of thought leadership.

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Posted by Jon Miller on January 25, 2008 in Lead Management , Lead Nurturing | Lead Nurturing With Brian Carroll | Comments (5) | TrackBack (1)

Stupid Marketing that's not so Dumb

On the lead management side, one big reason to automate your marketing campaigns is to become more efficient. Why do it if the automation tool is hard to install, has a long learning curve, and is cumbersome to manage? Your marketing automation tool should work the way you do.

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Posted by Kelly Abner on January 14, 2008 in Lead Management | Stupid Marketing that's not so Dumb | Comments (0) | TrackBack (0)

Lead Nurturing - Dating for B2B Companies?

Using dating as a metaphor, this white paper gives best practice tips for B2B marketing, including building thought leadership, lead generation, lead nurturing, determining sales-readiness and evaluating the process.

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Posted by Kelly Abner on December 10, 2007 in Lead Management , Lead Nurturing , Sales Marketing Alignment | Lead Nurturing - Dating for B2B Companies? | Comments (4) | TrackBack (0)

Improving Lead Quality Can Improve Sales Productivity

A 10% improvement in lead quality can result in a 40% improvement in sales productivity. Marketo Lead Management can help you increase lead quality and thereby increase sales productivity.

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Posted by Kelly Abner on November 3, 2007 in Lead Management , Sales Marketing Alignment | Improving Lead Quality Can Improve Sales Productivity | Comments (0) | TrackBack (1)

Join Marketo's Lead Management Software Beta Program?

We're putting together a few webinars with customers and friends to show off our upcoming email marketing, lead nurturing, and lead scoring capabilities. If you are interested, learn more and sign up!

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Posted by Jon Miller on October 31, 2007 in Lead Management , Lead Nurturing , Lead Scoring | Join Marketo's Lead Management Software Beta Program? | Comments (1) | TrackBack (0)

Lead Management Tips and Ideas

Q&A session with Tricia Reilly, an expert on lead management best practices.

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Posted by Jon Miller on October 25, 2007 in Lead Management , Lead Scoring , Sales Marketing Alignment | Lead Management Tips and Ideas | Comments (0) | TrackBack (0)

Drive Revenue With Lead Scoring

Lead scoring can help improve win rates and revenue per deal. Here's how one company designed their lead scoring system.

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Posted by Jon Miller on September 20, 2007 in Lead Management , Lead Nurturing , Lead Scoring , Sales Marketing Alignment | Drive Revenue With Lead Scoring | Comments (2) | TrackBack (0)

Best Practices in Lead Management

Tips for improving your lead management, based on salesforce.com's own internal lead management processes.

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Posted by Jon Miller on September 19, 2007 in Lead Management , Sales Marketing Alignment | Best Practices in Lead Management | Comments (0) | TrackBack (0)

Four Steps to Better Business Leads From Search

Many B2B companies have a chasm between the pay-per-click campaigns that generate clicks and the campaigns that help turn those clicks into customers. When the goal of search marketing is to drive high-quality leads to sales, no B2B pay-per-click campaign...

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Posted by Jon Miller on April 4, 2007 in Lead Management , Lead Nurturing , Lead Scoring | Four Steps to Better Business Leads From Search | Comments (1) | TrackBack (0)

Do You Recognize the 4 Warning Signs of Bad Lead-itis?

Countless companies end up with poor sales-marketing alignment because they suffer from Bad Lead-itis. This crippling disease can destroy marketing's credibility, waste demand generation dollars, and damage your company's brand reputation. It is important to learn to recognize these four...

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Posted by Jon Miller on March 2, 2007 in Lead Management , Lead Nurturing | Do You Recognize the 4 Warning Signs of Bad Lead-itis? | Comments (2) | TrackBack (2)

Direct Mail Services from FedEx Kinko's

FedEx Kinko's announced a new service called Direct Mail Services, delivered in partnership with AAS. It provides an end-to-end service that allows marketers to design and execute simple direct mail campaigns completely online. You begin by designing a direct mail...

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Posted by Jon Miller on January 10, 2007 in Lead Management | Direct Mail Services from FedEx Kinko's | Comments (0) | TrackBack (0)

8. Measure relationship depth

As part of the lead management process, make sure to measure the "depth" of your relationship with a target company. By depth, I mean both the number of contact names you have at the company as well as the quality...

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Posted by Jon Miller on December 18, 2006 in Lead Management , Lead Nurturing , Lead Scoring , Modern B2B Marketing | 8. Measure relationship depth | Comments (0) | TrackBack (2)

7. Lead nurturing 101

So you’ve managed to get a potential customer to register on your landing page. Congratulations! What do you do now? If you are like many companies, the prospect’s information goes into an SFA system like Salesforce.com and sales gets alerted...

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Posted by Jon Miller on December 13, 2006 in Lead Management , Lead Nurturing , Modern B2B Marketing | 7. Lead nurturing 101 | Comments (4) | TrackBack (3)

6. Manage leads – don’t generate demand

Forrester recently published research titled "How Mature Is B2B Lead Management?" in which they claim that B2B marketers who shift their focus from “demand generation” to “lead management” are twice as productive. As Kristin Zhivago points out, one reason for...

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Posted by Jon Miller on December 9, 2006 in Lead Management , Modern B2B Marketing | 6. Manage leads – don’t generate demand | Comments (1) | TrackBack (1)

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