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Lead-to-Sales Process Considerations
Posted by: Meredith Smith | Posted on: September 30th, 2010 | 0 Comments
Determine the process for the leads you generate. Leads might be in categories – cold, warm, hot/sales ready. How you define your leads in the top end of the funnel (before sales gets them) depends on your classification. This could be based on scoring levels. The following are some considerations for moving leads to sales initially [...]Stepping Stones to Successful Lead Management
Posted by: Lisa Cramer | Posted on: September 24th, 2010 | 0 Comments
Many marketers know they need, and desperately want, lead management systems and processes, but are worried about their ability to implement them. Marketers are all resource-constrained, so the question is, “How can they start down the path of improved lead management without overhauling their entire operations in a lengthy three to six-month implementation?” The good news [...]5 Justifications for Marketing Automation
Posted by: Lisa Cramer | Posted on: September 16th, 2010 | 0 Comments
It’s becoming significantly more obvious to all businesses – B2B or B2C that buying behavior has changed and is continuing to change. The Internet and the volume of information available at a buyer’s finger tips has changed the sales cycle to be driven by the buy cycle. It has taken the leverage of the sale [...]The Simple Rules to Email Marketing Success
Posted by: Lisa Cramer | Posted on: September 8th, 2010 | 0 Comments
If you’re considering email campaigns for your marketing mix, follow these 7 1/2 simple rules to help ensure success: 1. Get a Plan. One email blast will not generate quality leads or drive customer loyalty. Draft a plan to continuously engage prospects and customers. Send to prospects and follow up within 3 to 4 weeks [...]Lead Scoring: A Preparation Checklist
Posted by: Lisa Cramer | Posted on: September 1st, 2010 | 0 Comments
Just like we discussed a checklist for nurturing there is an equally important checklist needed for lead scoring. So many prospects seem to wonder – “how hard can it be to give scores to leads?” They quickly decide that every action should be scored and then are surprised when they can’t discern and/or prioritize their leads. [...]Lead Nurturing: A Preparation Checklist
Posted by: Lisa Cramer | Posted on: August 25th, 2010 | 0 Comments
Often we hear when marketers start using marketing automation tools that they can’t wait to get lead nurturing going, which is great. What isn’t great is that they haven’t done any prep work to make their nurturing effective before they’ve engaged with the tool. There are definitely some key things you should think through and do before [...]Why is Marketing Still So Manual?
Posted by: Lisa Cramer | Posted on: August 19th, 2010 | 0 Comments
Resource constraints, constantly trying to drive leads with limited budgets to stay above water, moving of leads between systems (email, CRM, etc.) and manual tracking, trying to track various spreadsheets, CRM mixed systems, multiple departments to satisfy, sales/business demands, cost center not profit center, and so on… Yes, these are many of the reasons marketing [...]Two Essential Elements for Nurturing Content
Posted by: Meredith Smith | Posted on: August 10th, 2010 | 0 Comments
Keeping with this theme of simplicity, it’s time to get down to the guts of nurturing programs – the content. The two essential elements for content are personalization and relevance. Personalization means that you tailor the content to the specific prospect – for instance, start out the email with the person’s name. You should also [...]Lead Nurturing Is Not “One Size Fits All”
Posted by: Meredith Smith | Posted on: August 3rd, 2010 | 0 Comments
There is not a “one size fits all” nurturing campaign. Not only does effective nurturing highly depend on your business – i.e., the length and complexity of your sales cycle, your target audiences, who within the prospect organization buys and who influences, and more – it also depends on your ability to provide content. While we [...]Marketing Analytics that Matter
Posted by: Meredith Smith | Posted on: July 28th, 2010 | 0 Comments
Everyone knows that marketing analytics are important. However, we find that most organizations are only scratching the surface when it comes to measuring their marketing efforts. Website hits, email clicks and opens are no longer adequate metrics – they are merely a starting point. Real marketing analytics provide visibility into how your campaigns are impacting [...]
