Tag Archives: Marketo best practices

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

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

Do Lead Nurturing Campaigns Always Need an Offer?

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