The success of any large scale marketing campaign depends on the efficiency and the robustness of the automated system in place. More often than not, the marketer’s performance directly relates to the information tracked and the depth of analytics provided by the system. At the very core, a good automated system identifies the people who […]
Customer Lifecycle Marketing, Customer Relationship Management
Multiple Communication Channels is a Double Edged Sword for Marketers
The success of any marketing campaign depends on delivering the right message to the right audience through the right medium. The proliferation of marketing channels poses a big challenge for marketers in identifying the right medium to deliver their marketing campaigns. Today’s customers remain more connected than ever before. While this should apparently make the […]
Any marketer worth their salt understands the importance of nurturing leads to drive conversions. However, what many marketers do not realize is that there are no one-size-fits all solutions to lead nurturing. Applying the same lead nurturing strategy to all leads does not work. Success depends on identifying the category or type of lead and […]
Customer Relationship Management, Lead Nurturing
The Drip Marketing Initiative to Nurture Prospects Provides Multiple Benefits
An average prospect does not convert until they receive a marketer’s message 29 times. Multistep drip campaigns work wonders to educate and nurture prospects and move them closer to conversion over time. Success of drip marketing depends on the marketer proactively delivering information that the prospect expects at a given stage in the lifecycle marketing […]
Customer Lifecycle Marketing, Customer Relationship Management
Marketing Automation: How Much is Too Much?
Many organizations have taken the automation route to keep pace with the demands of the fast paced environment they operate in. Marketing automation allows organizations to capture, score and nurture leads. However, automation is by no means the magic wand that would make all marketing related hitches disappear. In fact, too much of automation itself […]
Customer Relationship Management, Customer Scoring, Lead Nurturing
Marketing Automation Integrates Marketing and Sales
Conventional wisdom holds marketing and sales as two distinct departments, with the marketers generating and nurturing leads and passing them on to sales when the prospect is sales-ready. While there have been clarion-calls for increased cooperation between marketing and sales team, the latest developments, especially in marketing automation, tends to blur the distinction between marketing […]
The onus is on marketers to keep incoming leads engaged. Generating leads, and not engaging them, or engaging such leads improperly, is an exercise in futility as such leads would most likely move elsewhere. The way to engage leads and turn them into sales ready opportunities is through innovative marketing communications. Content that engages the […]
Marketers are hard pressed as ever in today’s competitive business environment to increase their returns on investment (ROI) for every marketing dollar spent. Increasing the quality of the leads is one way to ensure a high conversion rate for the leads generated, increasing the efficiency of the marketing efforts and the ROI. Lead scoring allows […]
Today’s customers are highly aware and leverage the Internet to scour information. Sirius Decisions estimates that B2B buyers are already 70 percent through the buying process before they contact the vendor. To retain customers in such a fluid environment marked by fleeting customer loyalties, marketers need to nurture valuable relationships with prospects. So, how do […]
The importance of cleaning up your marketing database can never be understated. Failure to do so may result in total waste of the marketing effort and the associated time and investment. Cleaning up dirty data can be a nightmare, depending on how much time and effort you have already invested in it. The following methodology can help: […]