Category Archives: Lead Nurturing

Forget About Hot Leads. It’s Cold Leads that Make the Difference.

September 29, 2011 – 9:17 am

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a number of reasons: • many [...]

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

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, CRM, Database Marketing, Installed Base Marketing, Lead Management, Marketing Automation | Tagged , , , , , | Comments (0)

Marketing Automation: What Is It & Why Do I Care? (Webinar)

August 23, 2011 – 7:07 am

Do you feign understanding when your CEO talks about “sales and marketing alignment”? Unclear on the difference between lead management and revenue cycle management? Horrified at the responsibility of investigating marketing automation solutions for your company? In a recent study, Marketing Sherpa reported that 54 percent of CMOs have either begun or implemented marketing automation, [...]

By Howard Sewell | Also posted in B2B Marketing, Lead Management, Marketing Automation | Tagged , , , , , , , | Comments (0)

Content that Works: A Conversation with Michael Cannon

May 18, 2011 – 12:03 pm

What defines great marketing content? Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? Or is it enough that the material simply generates response? To answer these questions, I sat down recently with messaging expert Michael Cannon to [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, Offer Strategy | Tagged , , , , | Comments (0)

4 Reasons to Fulfill Offer Content via Email

May 10, 2011 – 6:39 am

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 [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Lead Management, Offer Strategy | Tagged , , , , | Comments (0)