Category Archives: CRM

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

September 6, 2011 – 8:55 am

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect, a leading provider of satellite IP communications based in Herndon, Virginia. Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Measurement, Database Marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)

Why Companies Buy Marketing Automation Software

October 26, 2010 – 12:51 pm

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “Tailwinds for Marketing Automation Software” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. Two of the key trends she identifies include (I’m paraphrasing): * increasing rejection of phone communication [...]

By Howard Sewell | Also posted in B2B Marketing, Database Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , | Comments (3)

Getting the Most from Salesforce.com: A Conversation with David Taber

July 15, 2010 – 1:58 pm

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become a critical part of the [...]

By Howard Sewell | Also posted in B2B Marketing, Database Marketing, Demand Generation, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , | Comments (3)