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, [...]
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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Posted in B2B Marketing, Content marketing, Demand Generation, Lead Management, Marketing Automation, Offer Strategy, Social Media
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Also tagged Content marketing, Lead Nurturing, Marketing Automation, Offer Strategy, Social Media, Steve Farnsworth
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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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Posted in B2B Marketing, inside sales, Lead Management, Lead Nurturing, Marketing Automation, Sales 2.0, telemarketing
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Also tagged inquiry response, lead follow-up, 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 [...]
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 [...]
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.
