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B2B Lead Generation Articles on lead nurturing
- What is lead nurturing?
The Innovative Marketer | Sep 09, 2010 | Permalink
Salesforce.com’s big Dreamforce conference is over. The keynotes have been distilled down to talking points for the media. The hangovers from the after parties have been dealt with. The Black Crowes have flown away, the hangovers from the after parties...
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- Lead re-engagement is lead nurturing to rejuvenate old leads
B2B Lead Generation Blog / Brian Carroll | Sep 09, 2010 | Permalink
The January sales push well on it's way and most B2B marketers I know are looking more ways to generate leads faster. But here's a question to ponder... Do you have a process have a process for handing leads (from...
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- 8 Lead Nurturing Thoughts to Share
B2B Lead Generation Blog / Brian Carroll | Sep 09, 2010 | Permalink
Here's few thoughts that I've had on lead nurturing that I'd like to share and get your input on: Lead nurturing supports the conversation of the customer before, during and after their buying process. Sowing + Nurturing = Reaping. As...
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- Thoughts on how the human touch impacts marketing performance
B2B Lead Generation Blog / Brian Carroll | Sep 09, 2010 | Permalink
Improving marketing performance is not just about implementing the right technology (i.e. marketing automation, lead scoring, nurturing etc.); it’s also about creating a strategic process to involve people in the process of lead nurturing and qualification. You may have the...
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- How To Build a Lead Nurturing Culture Part I
Anything Goes Marketing | Sep 08, 2010 | Permalink
Are any of you out there new fathers? How about new parents? I’m still getting the hang of holding my 2 month old son while I check my emails or read a book. I’m getting much better at this juggling act and on some of those nights when he stays up I’ve been able to generate some blog post ideas – I just didn’t have the two hands needed to type until now. :) So here we are. My biggest inspiration
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- Closed Loop Marketing – still a long way to go
Buzz Marketing for Technology | Sep 04, 2010 | Permalink
Ok I know we all talk a good game about Closed Loop Marketing and I don’t want to burst anyone’s bubble here but frankly we aren’t there yet. Yes we forced the loop to close with some great technologies over the last few years. CRM systems, MRM systems, Lead Nurturing systems and the list goes on. [...] No related posts. Related posts brought to you by Yet Another Related Posts Plugin.
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- 5 Tips to Improve Channel Partner Lead Generation
Hubspot | Sep 03, 2010 | Permalink
Online marketing is unique for each business. For large businesses that rely on channel partners to sell and distribute products, the online marketing process can be a challenge. With many channel partners across multiple locations, how can a business make sure that partners have the leads they need to help grow the business? In a recent conversation with a channel marketing manager I was asked, “What can I do now to get my partners and resellers found?” As with many channel marketing managers, their time is very constrained, but the need to do more lead generation for their resellers is ever present. Additionally, they often talk about how their resellers do a great job once someone is introduced to them, but often their own websites are not helping them bring in new leads. After askin...
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- Expert Advice: Overcoming Inbound Marketing Challenges
Hubspot | Aug 31, 2010 | Permalink
Here at HubSpot we sing the praises of Inbound Marketing from the rooftops. Yes, it is an amazing way to see growth in your SEO goals, website traffic, leads and customers. It helps you develop a deeper engagement and establish yourself as a thought leader. But, that doesn’t mean it’s always easy. Proper inbound marketing can take a lot of hard work. We asked the HubSpot Partners what they think the hardest part of inbound marketing is and how they work through these challenges. Partner Teicko Hubert of Focus to Grow believes the hardest part is the understanding “of the cultural shift that has to happen to make inbound marketing work” and that “a website is merely fiction unless you understand how inbound marketing works.” That said, Teicko believes that this change can be overcome, bu...
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- Best Practices That Need to Die Week 2
Demandbase | Aug 26, 2010 | Permalink
Many B2B marketers have too many leads in their database who have never been followed up on. Essentially, there is a lot of untapped revenue in those databases, that can be extracted with improved lead nurturing processes. The result: you generate additional revenue from your existing leads.
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- Marketo's Definitive Guide to Lead Nurturing
Build A Sales Machine | Mar 02, 2010 | Permalink
(Want expert help - based off of salesforce.com's $1 billion best practices - in building your B2B Sales Machine? See Build Your Sales Machine)I'm a big fan of Marketo, mostly because of the people there like Jon Miller, Kelly Abner and now Maria Pergolino. Marketo's application and the team's knowledge and practical experience around demand generation and lead nurturing is A+!So when they shared their new "Definitive Guide to Lead Nurturing" with me, I knew it'd be something worth sharing with you, dear readers :) Below is an excerpt from their post about it, and get the full post and guide here.And now...Marketo's Definitive Guide To Lead NurturingInformative and practical, The Definitive Guide to Lead Nurturing offers useful, qualitative insight from today’s marketing thought le...
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- Jumpstart Your Lead Nurturing Campaigns
Sales X Marketing | Nov 02, 2009 | Permalink
The tools are available, and the companies who are using them are reaping the benefits of more qualified leads in their pipeline. But many of the folks I talk with every day, are not sure how to get started or...
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- Get Hitched; Not Ditched! Improve Your Marketing Effectiveness.
Sales X Marketing | Aug 12, 2009 | Permalink
My company, Genoo, released a new series today, called "Get Hitched; Not Ditched". These are practical guides that walk you through actual steps you can take to improve your online marketing effectiveness -- from demand generation through lead nurturing. Subjects...
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- Marketing Automation Can Help Sales Build Relationships
Sales X Marketing | Jul 24, 2009 | Permalink
I ran across a post at TSL Marketing's blog, entitled "Lead Nurturing in 5 easy Steps" that outlines 5 things that Sales folks can do to nurture their leads -- those that aren't ready for the sales conversation quite yet....
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- Pushing Prospects through the Pipeline
Accelerating IT Sales | Jun 10, 2009 | Permalink
A recent Marketing Sherpa report addresses lead nurturing best practices, and is a helpful update on how to best reach prospects once they've engaged with your content, but not independently returned to your site. By applying the practices outlined in Lead Nurturing Best Practices: New Data, Charts, Tips to Put More Punch in Your Cultivation Tactics, you can align your lead nurturing program with what's shown to be working industry-wide. In compiling this report, Marketing Sherpa partnered with Eloqua (a lead management & demand generation powerhouse) and On24 (a leader in the virtual event and webinar space), to survey over 1000 marketing professionals to learn about their lead nurturing methods. According to the report, lead generation isn't what's difficult - with the general t...
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- BtoB Online Goes Interactive with the Lead Generation Guide 2008
Accelerating IT Sales | Jun 10, 2009 | Permalink
The recently released the BtoB Online Lead Generation Guide 2008 provides a comprehensive overview of the B2B lead generation industry's recent innovations and upcoming trends, and is published in an interactive format that puts their own suggestions regarding content usage into action. The interactive guide has a range of features that allow users to search, bookmark, customize, and generally manipulate their experience with the content within. To explain all of the features, the guide contains a narrated tutorial that points out and explains each of the features available. The fact that BtoB Online published the guide as more an interactive tool than as a document is interesting, and could signify a change in how content is distributed online. In the past, most similar publication...
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- What is lead nurturing?
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 and <a href='http://www.on24.com/'>On24</a> (a leader in the virtual event and webinar space), to survey over 1000 marketing professionals to learn about their lead nurturing methods. </p>
<p><img src='http://www.acceleratingitsales.com/pipeline_revised_2.jpg' height='249' alt='pipeline_revised_2.jpg' align='right' width='165'/></p>
<p>According to the report, lead generation isn't what's difficult - with the general thinking being that most lead generating companies already have plenty of leads, they just don't have plenty of sales ready leads. In order to deliver high-quality, sales-ready prospects to your sales team, you need to put your energies into nurturing your existing leads over the long term, and expect that it will take up to 24 months for some of your leads to turn into sales. To effectively nurture leads over the long term, your lead nurturing programs need to be elevated within your organization, and given the same kind of time and energy that's put into generating leads.</p>
<p>The Marketing Sherpa report touches on a few key concepts that I've examined and explained in further detail below:<br/>
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Best Practice #1. Use multi-media touches to nurture leads </strong></p>
<p>In order to effectively reach your prospects, you need to use more than email newsletters or triggered email messages to move leads through your sales pipeline. While email marketing is a tried-and-true method of nurturing leads, you need to do more. According to the report, a combination of email messages, direct mail, and telemarketing efforts works best when trying to segment your leads. </p>
<p>If you really want to reach people where it counts, you can look to telemarketing as a tool to help increase your brand awareness, determine where in the buying cycle prospects are, and offer educational materials to help further their awareness of your company, products and services. Direct mail is a great way to invite people to virtual and face-to-face events, and remind users of new content or marketing materials they might want to check out on your site. Email marketing is a good tool for drip-nurturing, and can be employed when you have a group of prospects that are actively involved in researching solutions, and want to nudged along with new content or new information related to your offerings. <br/>
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Best Practice #2. Quick response to Web leads can maximize conversions </strong></p>
<p>With our always-on world, it's no longer good enough to wait 24-hours before making contact with a new prospect. With so many competitors vying for the same sets of eyes, it's crucial that you cement your relationship with new leads inside of an hour (!). And according to the Marketing Sherpa data, "calls placed within five minutes of receiving a Web lead have the highest likelihood of making contact." </p>
<p>To achieve this kind of real-time responsiveness, you need to move toward automating your lead generation and reporting processes, so that leads land in your CRM system as soon as they're generated. And while moving from weekly lead reports to automated reporting processes might require an overhaul of your entire lead management practices, doing so may also significantly improve your overall sales. </p>
<p><strong>Best Practice #3. Use a lead scoring system </strong></p>
<p>Lead scoring is a great way to segment your leads and determine how best each prospect should be nurtured through the pipeline. By rating leads based on a series of filters, such as their location, their time frame for implementing a solution, or their role in the IT decision making process, you can place your leads in separate silos, and nurture each group according to their specific needs. </p>
<p>Scoring is also an effective way to separate the "wheat from the chaff," and figure out how long any given lead should require nurturing before they reach sales readiness. While some leads may enter your sales pipeline with low scores, you can develop strategies for nurturing those prospects and keep your pipeline full as each group of leads receives your messages and moves through the buying process. </p>
<p>By scoring leads, automating reporting so that leads are contacted immediately upon entering your CRM system, and nurturing your scored and segmented prospects with a variety of tools, you should be able to accelerate your sales as you continuously move leads through the pipeline. </p>
<p>You can learn more about Lead Nurturing by listening to this podcast from <a href='http://www.theinnovativemarketer.com/'>The Innovative Marketer</a>, <a href='http://media.eloqua.com/audio/TIM22.mp3'>What is lead nurturing and why should you care?</a></p><img src='http://feeds2.feedburner.com/~r/AcceleratingItSales/~4/sCBFB5JiLFc' height='1' width='1'/>)
, I can select the "Links" option and see a list of all of the URLs on the page or in the guide! The publication also contains a fairly in-depth search feature, the ability to bookmark pages and have the bookmarks appear in my browser bookmarks/favorites, and social networking functionalities.</p>
<p>The inclusion of a "<a href='http://www.btob-digital.com/leadgenerationguide/2008/templates/send_to_friend?pg=1&pm=1&u1=friend'>Share</a>" option in the navigation bar is a big step for the B2B crowd which has been slower than the consumer sect in the full adoption of social networking within the industry. By addressing social networking in the very make-up of this guide however, BtoB Online is acknowledging the momentum that social networking has gained in the past year, and invited the use of social networking across the industry. </p>
<p>The guide can be embedded into blogs as a custom widget, shared with friends via an easy-to-use message containing the URL, or submitted to social networking sites such as <a href='http://www.stumbledupon.com/'>Stumbledupon</a>, <a href='http://www.newsvine.com/'>Newsvine</a>, and <a href='http://digg.com/'>digg</a>, among others. </p>
<p>In addition to the new interactive format, the guide also contains a host of valuable information for anyone working in the B2B lead generation industry. From advice on lead scoring and lead nurturing to resources for those looking to find out more about lead management vendors or understand the industry through statistics, the guide is packed full of useful tools. </p><img src='http://feeds2.feedburner.com/~r/AcceleratingItSales/~4/zp1jcgBhMNk' height='1' width='1'/>){kind=logo}