Category Archives: Lead Management

old-fashioned lead nurturing

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?” My answer: “It depends how you define “lead nurturing,” but technically: no, you don’t need marketing automation in… Read More

10 Tips for Driving Lead Nurturing Success

10 Tips for Driving Lead Nurturing Success (Infographic)

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Yet, upon deploying a new marketing automation platform, effective lead nurturing can often take months to take shape, longer still to provide the kind… Read More

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Salespeople will always pay attention to lead scoring if implemented correctly, at the very least because it… Read More

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. A well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Conversely, a poorly… Read More

If It’s Wednesday, It Must Be a Webinar Invitation

A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. He claimed this was an effective way to avoid campaign… Read More

3 Keys to an Effective Autoresponder Program

Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. An effective lead follow-up strategy, therefore, is essential to ensuring that you’re… Read More

Marketo Definitive Guide to Marketing Automation

How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features,… Read More