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In B2B circles, Q4 is historically a time of year when marketing spend picks up. Sales teams need the push to meet year-end numbers, whilst at other companies, spending marketing dollars in Q4 is simply a matter of “use it or lose it.” Even with the recession now officially over,… Read More
The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In the process, what is otherwise a fairly straightforward “get your free report” lead nurturing program is elevated to a degree… Read More
Pop Quiz! Direct Mail is: a) more expensive than email b) quaintly old-fashioned c) regaining popularity in B2B circles d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Yet many B2B marketers continue to be allergic to the idea of using… Read More
Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become… Read More
Just getting started with lead nurturing? Recently invested in marketing automation software? Concerned that your lead nurturing program isn’t everything it should be? Great lead nurturing starts with more than just software. Learn more in Spear’s newest white paper: “Top 10 Tips For Lead Nurturing Success: How to Get the… Read More
I was reminded today of just how successful the marketing automation vendors have been (to their credit, it must be said) in defining their solutions as the answer to today’s marketing problems. That conclusion was prompted by this question, posed on Focus: “We want to start doing more lead nurturing… Read More
A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. In this particular instance, the numbers were relatively clear-cut. Fortunately, and to the client’s credit, they had firm metrics for each stage… Read More