Category Archives: Lead Nurturing

Top 10 Demand Generation Resolutions for 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More

gating lead nurturing content

5 Reasons to Gate Lead Nurturing Content

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in… Read More

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

Checklist: 5 Ways to Minimize Webinar No-Shows

First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Anecdotally, our experience… Read More