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Starting Out With Lead Scoring

Scoring Starting Out With Lead ScoringLead 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

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How to build a successful progressive profiling form

Form 180x180 How to build a successful progressive profiling form 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

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What could B2C marketers learn from B2B marketers

B2B vs B2C 180x180 What could B2C marketers learn from B2B marketersSome experts believe that marketing to consumers as opposed to businesses are based on different motivating factors. The argument is based on the thought that consumers make purchasing decisions based on emotions while businesses making those decisions based on logic. This is one factor believed to be separating the marketing approaches for B2C and B2B. B2C marketers therefore are urged to use offers like coupons and discounts to create a need and desire for the product while B2B marketers are urged to build relationship and create a need for the features of the product. Read more

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What is Marketing Automation & Why Would You Need it?

marketing automation What is Marketing Automation & Why Would You Need it?Marketing automation is both a tool for increasing operational efficiency and a tool for driving revenue. It is about automating the routine and repeatable tasks associated with lead management, lead nurturing, lead scoring, and creating and maintaining a marketing lead database. Marketing automation systems were developed to provide solutions to market changes. As organizations noticed that sales cycles became longer, margins were eroding, and sales had less time to “nurture” their prospects they were looking to marketing to take on some of the nurturing activities. Read more

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