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Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. However, that doesn’t mean that your nurturing program should end just… Read More
Over at Marketing Experiments, Daniel Burstein posted recently on how what he calls “friction” on landing pages can reduce or increase conversion rates by making it easier or more difficult for prospects to complete a form. Along the way, he introduces some useful best practices like making some form fields… Read More
We need to talk. You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? You can do a lot better. There was a time when lead nurturing… Read More
In my last post, I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing: is it strictly essential that every lead nurturing touch include a… Read More
A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop, offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. In the report,… Read More
In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed… Read More
In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. Interestingly, our experiences in the rapidly evolving marketing automation category were quite common, especially in one area: A… Read More