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
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Also posted in B2B Marketing, Campaign Measurement, CRM, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation
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Tagged idirect, Lead Management, Lead Nurturing, Marketing Automation, marketo, Spear Marketing Group
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November 15, 2010 – 11:39 am
Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond The primary means of increasing relevancy is by utilizing segmentation, i.e. segmenting [...]
November 8, 2010 – 9:21 am
On Focus.com, Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?” My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason [...]
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 [...]
October 14, 2010 – 10:56 pm
Earlier this week, Marketo, the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of [...]
By Howard Sewell
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Also posted in B2B Marketing, Campaign Measurement, Content marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation
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Tagged B2B Marketing, Content marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation, marketo
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Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
