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Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino, Marketing Director at Marketo (and renowned Content Marketing Queen.) In an engaging 15-minute discussion, we touched upon topics including: • striking the balance between demand generation and lead nurturing • how… Read More
I only recently came across the results of research published late last year by Leads360, a leading provider of hosted (SaaS) solutions for managing sales leads. In their August 2010 report, “Building the Optimal Inquiry Response Strategy,” Leads360 use the data collected to make some startling claims, amongst them the… Read More
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
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