Category Archives: Lead Management

Tempted to Do Away With Registration Forms? Think Again.

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the content assets, we can still… Read More

Is Social Media Wasted on PR Agencies?

First, let’s get this out of the way: I know some very smart people in the PR field. Yes, some of my best friends are PR people. But good grief. I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Either that,… Read More

TechValidate: Marketing Content that Writes Itself

What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or rather, it’s LACK of content.) Without a consistent stream of compelling, original, relevant information to offer, landing pages fail to convert visitors to leads, blogs wither, and… Read More

Implementing Marketing Automation: 2 Biggest Regrets

DemandGen Report just released a report detailing the results of a survey in which they heard from more than 50 executives at organizations who have implemented marketing automation solutions. (You can download a complete copy of the report, sponsored by Manticore Technology, here.) Some of the survey’s conclusions are fairly… Read More

eBook Review: Marketo's Definitive Guide to Lead Nurturing

Do a quick Web search on “lead nurturing” these days, and you’ll find plenty of high-level, strategic content on the “whys” – how nurturing can improve demand generation ROI, increase conversion rates, accelerate sales cycles, recycle long-discarded prospects, etc. What’s far less common and much needed, however, is practical advice… Read More

Why Free Trial Offers Aren’t Always the Best Choice

There’s a great article (and not just because I’m quoted) in this week’s Demand Generation Report describing how marketers are actively seeking alternatives to the free trial offer. As I say in the article, free trials have become popular – too popular, in my opinion – as offers, because they’re… Read More