Data is the new natural resource. What steam and oil did during the industrial revolution data is doing for us now. Today, we are competing on a whole different scale and the company that is able to collect the most relevant data will win. IBM CEO, Ginny Rometty, was recently quoted as saying that “Data […]
Category Archives: Lead Nurturing
Big Data, Customer Lifecycle Marketing, Customer Relationship Management, Customer Scoring, Lead Nurturing, Marketing Automation
How Big Data Facilitates Lead Scoring
Lead scoring is an integral part of the marketing lifecycle. Since lead scoring determines which prospects are sales-ready, getting this right is important to ensure the success of the entire marketing effort. There are many ways and approaches to score leads, but regardless of the approach, there are certain blind spots. For instance, a marketer […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing
Developing Trust is the Key to Shorten the Sales Cycle
Developing trust is the key to shortening the sales cycle. All marketers welcome a shortened sales cycle. A shorter sales cycle means less work and the possibility of engaging with more prospects in the available time, leading to both increased efficiency and better volumes. The key to shortening the sales cycle is to earn the […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing, Marketing Automation
The Key Challenges Facing Content Marketing Today
I came across the just-released 2013 B2B Content Marketing Report the other day and wanted to share some of the key takeaways: Marketers are now spending 33% of their budget on content marketing. The corresponding figure last year was 26%. There is still room for improvement as 39% of the marketers surveyed feel that there is […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing, Social Media
Snow and How to Measure the Success of Social Media Engagement
Here in Indianapolis, like most of the midwest, we woke up to 9 inches of snow on the ground. There are a number of thoughts that go though your head when this happens but one is how to continue to do your job while out of the office. Social media has become a great tool […]
Customer Relationship Management, Customer Scoring, Lead Nurturing
Creating a Profile of the Prospect
Marketing automation has come a long way in popularity and acceptance. Sirius Decisions estimates the adoption rate of marketing automation to increase by 50 percent by 2015. But success the of marketing automation tools depends on having clearly defined goals in place. This becomes even more important since the marketing landscape is moving away from […]
Among the many innovations in the b2b marketing landscape, email retains its relevance as the basic, most widespread and effective direct marketing channel. The Marketing Channel and Engagement Benchmark Survey conducted in September 2012 revealed that in 2013, marketers plan to invest in email as much as they did in 2012. However, email marketing itself is struggling […]
Conventional marketing wisdom places great value to “batch and blast” emails, wherein the marketer sends a generic email, usually unsolicited, to each prospect or customer in the list. Customers are now more informed and demand individual attention which has forced marketers to re-think this strategy. Marketers continue to use email as the basic tool to […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing
Successful Lead Generation Practices
A survey on lead generation practices conducted by the BtoB magazine reveals that 74 percent of the marketers have a formal lead generation program in place, and of them, 48 percent have extensive programs in place. However, not all of them find success. The survey lists out several key factors that contribute to the success of the […]
The sheer scale of operations has made analytics an integral part of marketing campaigns. However, many marketers have not yet realized this fact, probably a legacy of the old pre-Internet days when the Unique Selling Proposition (USP) of the marketer was the ability to create a catchy tagline or clever promos, and rely on gut […]