Posts Tagged ‘Marketing Automation’

Build Lead Personas For Better Lead Nurturing

June 17th, 2011 No Comments

If you are ready to spend some time on putting together your lead nurturing campaigns there is a great marketing tactic, which can really improve the quality and success rate of your campaigns.

The B2C industry has always relied on building buyer personas, which then become the core of all their marketing programs. This method of breaking down you prospects into different groups based on their demographics, interests, motivations etc. can go a long way in customizing your messaging to their needs and ensuring they in turn identify with the messaging and respond to it.

When applied to B2B, building lead/corporate personas based on the size of the company, industry type, their search query, expressed intent etc. can help marketing teams customize their messaging in a way that is in line with the needs of their leads. You can also add your product use case scenarios if possible for the personas you create, this will help you pre-empt a need and offer a more relevant solution than a generic one.


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Posted in B2B marketing, Drip Marketing Campaigns, Lead Nurturing, Marketing Automation | Tags: , , , , ,

Is Sales Dying? What Can ‘You’ Do About It?

May 25th, 2011 No Comments

Across the world, B2B sales people are finding it harder to sell. Leads aren’t coming into their CRM as they were. People are making buying decisions without involving the seller. Numbers of calls to reach decision makers have rocketed (this is backed up by a recent UK survey, which found a rise from 4 calls to 40). Many, however, were in strong denial as here….


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Posted in B2B marketing, B2B Sales, Lead Generation, Sales Enablement | Tags: , , ,

Changing Dynamics – The Rise of New B2B Marketing Funnel

May 12th, 2011 No Comments

With advent of marketing automation; increasingly marketers are looking at the funnel and either thinking of ‘How I can actively participate in it, or how I can have my own funnel’.
Here is where Marketing Automation players are coming in and positioning their product as either a funnel builder or as a means of becoming a part of business revenue as opposed to the business cost.


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Posted in B2B marketing, B2B Marketing Online, B2B Sales, Marketing Automation | Tags: , , , , , ,

Identify, Engage & Convert Your Web Traffic Into Qualified Sales Leads

March 18th, 2011 1 Comment

Your website analytics tool tells you, there are thousands of people visiting your website every month, but you see very few actually fill in the contact form and disclose their identity – the other, almost 90% of your visitors (sometime back we did a research internally on our B2B clients and found – only 10% of the website visitors to a site, fill forms) leave your digital house, after consuming the information they wanted, without revealing their identity or their intent behind visiting your website.


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Posted in Analytics, B2B marketing, B2B Marketing Online, Lead Generation, Marketing Automation, Marketing ROI, Opportunity Generation, Sales Enablement | Tags: , , , , , , ,

What Not To Do In Drip Campaigns

February 3rd, 2011 4 Comments

I recently read on About.com an article by Laura Lake that the concept of Drip Marketing was developed in response to the ‘Law of 29’ in which many marketers believe that an average ‘prospect’ will not turn into a client until they’ve viewed a marketing message at least 29 times. While the above explanation may [...]


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Posted in B2B marketing, Drip Marketing Campaigns, Lead Nurturing | Tags: , ,

Is your Lead Nurturing Program Alienating your ‘Lead’?

January 24th, 2011 4 Comments

For most B2B companies, Lead nurturing is an integral part of their overall marketing program. The time spent nurturing a Lead may vary from company to company and basis the way they score their leads on their response and activities.

While as a marketer, it is great to have a detailed and impressive Lead nurturing plan, if not executed with care, it might turn out to be a harrowing experience for a Lead. Well, if not planned and managed properly, most lead nurturing campaigns can become the reason for potential customers to develop an aversion towards your brand.


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Posted in B2B marketing, Lead Nurturing | Tags: , ,

Getting The Most Out of Marketing Automation With CRM Integration

January 20th, 2011 No Comments

Arguably the most important value-add of implementing a marketing automation system is the alignment of marketing and sales. By being able to share lead information in real time, you can ensure that you are presenting the best messages to the right prospects at the exact right time. But all of this cannot happen on marketing automation alone. Better alignment is only possible through tight integration of your marketing automation platform with your customer relationship management (CRM) system.


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Posted in CRM, CRM Integration, Marketing Automation | Tags: , , , ,

Creating Content to Fuel eMarketing Programs

January 12th, 2011 2 Comments

One of the biggest issues in content marketing is determining what you should write about. In fact, the development of engaging content is one of the top challenges reported by B2B marketers. I recently wrote a blog post about why writing is a critical skill for B2B marketers, but being a great writer won’t help if you don’t know how to develop content that will catch and keep your prospect’s attention.

One of the things marketers learn when they choose to deploy a marketing automation system is that it takes a lot of content to fuel the engine. This means you need to shift how you think about content development in order to generate the right kind of fuel without overwhelming limited marketing resources.


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Posted in B2B marketing, B2B Marketing Online, Content Creation Strategies, Lead Generation, Marketing Automation | Tags: , ,

Best Practices in Marketing Validation

January 7th, 2011 1 Comment

Regardless of how talented the sales team may be and how aggressive the approach, a poorly conceived product offering will inevitably lead to disappointing results, if not outright failure. In today’s highly competitive product and business markets, failure is simply not an option.


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Posted in B2B marketing, B2B Sales, Lead Generation, Lead Lifecycle Management, Marketing Automation | Tags: , , , ,

B2B Marketing & Lead Generation predictions for 2011!

December 30th, 2010 No Comments

Considering 2010 was such a happening year for B2B marketers, it would be interesting to find out what 2011 has in store, especially in the marketing automation space.

According to various analysts in 2011, marketing automation industry will see even more growth, particularly among a broader range of business verticals and newer markets like, UK, Asia etc.


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Posted in B2B marketing, B2B Marketing Online, Future trends, Lead Generation, Marketing Automation, online marketing | Tags: , , , , , ,
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