Lead scoring is the method of assigning a numerical value to responses gathered during the lead qualification process. Why would this be important? Marketers gather thousands of leads through online marketing, tradeshows, webinars, etc. Most of the time sales will cherry pick those leads they, for example, remember talking to at a tradeshow and the rest of the leads will end up in a database. Thousands of dollars were invested in these leads so it would be a shame not to get a return on such investment. Some organizations hire a telemarketing agency or have their inside sales team swift through the leads and find those that are qualified. However, after those leads are qualified the rest are forgotten, even though they may be qualified two months later. Thus, even if an organization has an inside sales team or telemarketing agency, they could still benefit from scoring. Read more
Nurturing has become part of our marketing vocabulary. While it is becoming overused many people either misunderstand what it really means or have a hard time translating “nurturing” into a marketing activity. Here are 5 things to consider when crafting a nurturing program.
1. Why nurture? Make sure your organization understands what lead nurturing is and why marketing needs to do it. “Companies do not buy, people do”, thus branding, PR, and tradeshows that are highly sought after channels are not responsible alone for the qualified leads sales people are looking for. Since “people” are the ones who buy and make decisions, it is the “relationship” you build through marketing communications after acquiring a lead that counts. Read more
Millennials or Generation Y has its common characteristics just like other generations. They are self-expressive and tech-savvy. Most Millennials grew up in an era of electronics overload with access to the internet and social media. Twenty percent of these young adults have at least one immigrant parent and they are the most ethnically diverse generation of all times. This makes them more tolerant and community minded than any other generation before them. Generation Y saw their parents slowly climbing the corporate ladder through hard work and had their lives turn up side down when their parents were laid off during the economic downturn. As such, Millennials do not wish to suffer the same faith and are making their own rules. Read more
eMarketer predicts that 4.55 billion people will be using a mobile phone in 2014 and mobile phone usage will continue to rapidly increase until 2017. According to Econsultancy 62% of emails are already being opened on mobile phones. As such, email marketing is changing and in addition to optimizing emails for desktops, web browsers, and email clients, marketers will have to start optimizing emails for mobile devices as well. Here are 10+ best practices including some new suggestions for mobile. Read more
Throughout the years we have assisted dozens of companies with their lead generation efforts. We generated leads through many different channels and evaluated them based on numbers and cost per leads, qualified leads, opportunities, and closed won deals. Consistently, we have seen that webinar leads performed well for most organizations. Read more
What is progressive profiling? It is a form that allows marketers to display fields based on data points collected previously regarding a prospect. For example, if a company’s goal is to collect 30 data points from a prospect then instead of showing 30 fields on a form, marketers can show 5. Then, on the prospect’s subsequent visits show another set of 5 questions until the company collects all 30 data points. Read more
Many sales teams are advocating the conversion of leads into contacts because it is easier for them to manage their accounts. In Salesforce leads can’t be connected to Accounts, as such, sales have to look for records in several places. While this is a legitimate reason it makes marketing’s job more difficult, as such, before implementing an account based lead management process the followings should be considered: Read more
We live in the era where getting the latest and greatest information is key to success. By learning about our industry we can stay up to date, find opportunities, and even see upcoming trends before they occur. With this in mind we assembled a list of marketing organizations that provide valuable resources to marketers. Read more
Years ago we wrote a blog post titled “How to select a Marketing Automation System” which highlighted five things to consider when selecting a marketing automation system including support, the ability to create a simple email, visual campaigns, AB testing, and database campaign integration. Both systems and marketers evolved since then and while the above mentioned features are still important they are no longer as different as they used to be.
The most popular systems such as Elqoua, Marketo, Pardot, Act-On, and Hubspot are all offering comparable features when it comes to creating simple email campaigns. These system providers realized that most marketers spend a lot of time creating emails and drip campaigns hence most of these vendors perfected the features that are necessary for this purpose. While there are some differences on how they achieve the end result, marketers would be able to manage these activities with either one. So what are the differences between these systems? Read more
Most marketers know that it takes hard work and a large budget to generate leads. Most sales teams are looking for instant gratification and looking for leads such as ‘contact us’ form submitters, demo requests, or those they spoke with at an event. That means that the rest of the leads may not get any love from sales and could be forgotten. There are many reasons for nurturing these leads– here are a few: Read more