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On Focus.com, Craig Rosenberg asks: “What are the top benefits of adopting marketing automation?” My response: Based on our firm’s experience, the most common benefits of marketing automation are these: 1. Improved consistency of follow-up to all new leads independent of sales bandwidth. Regardless of how good your inside sales… Read More
Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond The primary means of increasing relevancy is… Read More
On Focus.com, Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?” My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact… Read More
A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?” My response: Most… Read More
Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “Tailwinds for Marketing Automation Software” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. Two of the key trends she identifies include (I’m paraphrasing): *… Read More
Earlier this week, Marketo, the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to… 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