Congratulations. A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. 2. Send the reader the content [...]
April 22, 2011 – 10:55 am
In the final part of my podcast with Steve Farnsworth of Jolt Social Media, we discuss offer strategy for social media, lead generation, and lead nurturing, and the role of marketing automation in converting raw inquiries to qualified prospects and opportunities. In just 9 minutes, you’ll learn: • how to know when to serve up [...]
By Howard Sewell
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Also posted in B2B Marketing, Content marketing, Demand Generation, Marketing Automation, Offer Strategy, Social Media
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Tagged Content marketing, Lead Management, Lead Nurturing, Marketing Automation, Offer Strategy, Social Media, Steve Farnsworth
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March 18, 2011 – 10:48 am
Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino, Marketing Director at Marketo (and renowned Content Marketing Queen.) In an engaging 15-minute discussion, we touched upon topics including: • striking the balance between demand generation and lead nurturing • how to bring potential customers into [...]
By Howard Sewell
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Also posted in B2B Marketing, blog marketing, Content marketing, Demand Generation, Inbound marketing, lead generation, Lead Nurturing, Marketing Automation
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Tagged Demand Generation, dialogue marketing, dreamforce, Lead Nurturing, maria pergolino, Marketing Automation, marketo
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February 24, 2011 – 3:50 pm
I only recently came across the results of research published late last year by Leads360, a leading provider of hosted (SaaS) solutions for managing sales leads. In their August 2010 report, “Building the Optimal Inquiry Response Strategy,” Leads360 use the data collected to make some startling claims, amongst them the following: “The findings of this [...]
By Howard Sewell
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Also posted in B2B Marketing, inside sales, Lead Nurturing, Marketing Automation, Sales 2.0, telemarketing
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Tagged inquiry response, lead follow-up, Lead Management, Lead Nurturing, Leads360, Marketing Automation
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February 4, 2011 – 9:37 am
On Focus.com, Craig Rosenberg asks: “What are the top benefits of adopting marketing automation?” My response: Based on our firm’s experience, the most common benefits of marketing automation are these: 1. Improved consistency of follow-up to all new leads independent of sales bandwidth. Regardless of how good your inside sales team is, putting in place [...]
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.
