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 [...]
November 4, 2010 – 12:51 pm
A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?” My response: Most all of our clients combine [...]
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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Posted in B2B Marketing, Campaign Measurement, Content marketing, Database Marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation
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Also tagged B2B Marketing, Content marketing, Demand Generation, Lead Management, 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.
