Measurement is often a main reason that many clients cite for investing in marketing automation. Yet, when the rubber meets the road, too many organizations end...
Measurement is often a main reason that many clients cite for investing in marketing automation. Yet, when the rubber meets the road, too many organizations end up shying away from the metrics that matter. This year, in the age of Revenue Performance Management, we have several clients that are beginning to dedicate resources to make reporting and benchmarking a top priority for marketing and sales operations teams. These folks are in hot demand and are transforming...
Measurement is often a main reason that many clients cite for investing in marketing automation. Yet, when the rubber meets the road, too many organizations end up shying away from the metrics that...
We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those...
We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those without, we were not surprised to see that automated campaigns on average have a >200% higher conversion rate. However what we were surprised to see was that as conversion rates have decreased, automated campaigns dropped only 30% over the past 3 years, compared to 75% for "batch n' blast" campaigns. So not only do...
We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those without, we were not surprised to see that...
Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a "feel" for them, and happily sell 'em an...
Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a "feel" for them, and happily sell 'em an yellow Oldsmobile? For better or worse, those days are over. The scenario today is far more complex. By the time a potential buyer is talking to you, she has probably done plenty of research and might even be leaning towards a particular vendor. Whether you're "the one" or just column fodder depends on whether you're...
Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a "feel" for them, and happily sell 'em an yellow Oldsmobile? For better or worse,...
Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement...
Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement criteria for qualified leads, you can input this information into lead scoring, which helps you understand a buyer’s decision-making status within the context of how engaged that buyer is with your marketing efforts. Typically, a lead’s profile is scored A through D while a leads engagement is scored 1 through 4. Put...
Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement criteria for qualified leads, you can input...
Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the...
Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. Back then, brands spent their budgets on print ads, the biggest, baddest trade shows and fancy corporate retreats. No matter the tactic, my dad delivered, ending up a VP in a few short years. But fast-forward 10, 15 years and those same marketers we’re now trying to figure out SEO strategy, adopting marketing...
Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. Back then, brands spent their budgets...
A marketer posed a perplexing question to me recently. “What does sales want more,” he asked, “qualified leads or early leads?” My answer: Both. It’s a fair...
A marketer posed a perplexing question to me recently. “What does sales want more,” he asked, “qualified leads or early leads?” My answer: Both. It’s a fair question. Research indicates that sales cycles are 22% longer over the past 5 years but 49% of companies are saying that their buying cycles are shorter. Clearly, buyers are far more educated and sales is excluded from much of the conversation. In fact CEB Sales Practice research says that on average prospects are 57% of...
A marketer posed a perplexing question to me recently. “What does sales want more,” he asked, “qualified leads or early leads?” My answer: Both. It’s a fair question. Research indicates that...
This article comes courtesy of Joe Cordo, Chief Marketing Officer at Extraprise, an Eloqua partner and lead generation services firm. There are tons of...
This article comes courtesy of Joe Cordo, Chief Marketing Officer at Extraprise, an Eloqua partner and lead generation services firm. There are tons of articles, posts, even graphics about lead nurturing out there. There all kinds of campaigns and terms to learn: “drip”, “trigger”, “dynamic.” Nurturing is a critical way to keep prospects engaged and headed down the path to purchase. But what if you’re new to the practice and just want some help to get started. Here are six...
This article comes courtesy of Joe Cordo, Chief Marketing Officer at Extraprise, an Eloqua partner and lead generation services firm. There are tons of articles, posts, even graphics about...
It’s not corporate espionage, but the way some businesses treat their customers can seem downright criminal. In the age of the Internet, customer support should...
It’s not corporate espionage, but the way some businesses treat their customers can seem downright criminal. In the age of the Internet, customer support should be everyone’s concern. Failing to take it seriously can result in catastrophe for your brand. (Just ask this guy!) Consider this: At any given moment a significant percentage of a corporation’s current and future revenue is exposed to the interactions customers and prospects have with a company’s frontline employees....
It’s not corporate espionage, but the way some businesses treat their customers can seem downright criminal. In the age of the Internet, customer support should be everyone’s concern. Failing to take...
Here’s the good news: people are consuming more content on a daily basis than ever. Here’s the bad news: they seem to be consuming it all at once. The amount of...
Here’s the good news: people are consuming more content on a daily basis than ever. Here’s the bad news: they seem to be consuming it all at once. The amount of time we spend in front of the TV, the computer, our mobile devices – it’s all going up. According to recent eMarketer data, adults in the US consume an average of 11 hours of media in a day, with the largest shares going to TV, video and online. Marketers should be happy that consumers are so content hungry. But the...
Here’s the good news: people are consuming more content on a daily basis than ever. Here’s the bad news: they seem to be consuming it all at once. The amount of time we spend in front of the TV,...
