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
|
Posted in B2B Marketing, Campaign Measurement, CRM, Database Marketing, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation
|
Also tagged idirect, Lead Management, Lead Nurturing, Marketing Automation, Spear Marketing Group
|
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 recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo, sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation. Amongst its findings: • Overwhelmingly, the #1 marketing objective for 2011 (based on funds [...]
By Howard Sewell
|
Posted in blog marketing, Blogs, Branding, Demand Generation, lead generation, Social Media
|
Also tagged Branding, cso insights, lead generation, marketing budgets, smei, Social Media
|
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 [...]
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
|
Posted in B2B Marketing, blog marketing, Content marketing, Demand Generation, Inbound marketing, lead generation, Lead Management, Lead Nurturing, Marketing Automation
|
Also tagged Demand Generation, dialogue marketing, dreamforce, Lead Nurturing, maria pergolino, Marketing Automation
|
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.
