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, [...]
A client confessed recently that one of the reasons his company selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high standards? (Tangentially, I’d argue that [...]
A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would like to have a sales [...]
By Howard Sewell
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Posted in B2B Marketing, Copywriting, Creative, Graphic Design, Landing Pages, Marketing Automation
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Also tagged landing page design, Landing Pages, lead follow-up, lead qualification, lead scoring, registration forms
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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 Management, Lead Nurturing, 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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Posted in B2B Marketing, blog marketing, Content marketing, Demand Generation, Inbound marketing, lead generation, Lead Management, Lead Nurturing, Marketing Automation
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Also tagged Demand Generation, dialogue marketing, dreamforce, Lead Nurturing, maria pergolino, 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.
