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 [...]
Just getting started with lead nurturing? Recently invested in marketing automation software? Concerned that your lead nurturing program isn’t everything it should be? Great lead nurturing starts with more than just software. Learn more in Spear’s newest white paper: “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing [...]
I was reminded today of just how successful the marketing automation vendors have been (to their credit, it must be said) in defining their solutions as the answer to today’s marketing problems. That conclusion was prompted by this question, posed on Focus: “We want to start doing more lead nurturing with our leads, and really [...]
A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. In this particular instance, the numbers were relatively clear-cut. Fortunately, and to the client’s credit, they had firm metrics for each stage through which a raw inquiry [...]
It used to be said that the average US business mailing address (snail mail) changes once every 9 months. (That’s individuals moving, not companies.) Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email addresses in your marketing database [...]
By Howard Sewell
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Posted in B2B Marketing, E-mail, Lead Management, Lead Nurturing, Marketing Automation, email design, email marketing
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Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, direct marketing best practices, E-mail, e-mail marketing, email design, email marketing, lead generation, 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.
