Lead scoring is assigning points to prospects to identify those most likely to make a purchase. However, less than 10 percent of companies actually practice and utilize lead scoring. This is primarily due to a misconception that lead scoring is a complex exercise, which stems from there being no hard and fast criteria on how […]
Category Archives: Lead Nurturing
Long sales cycles and complex purchase decisions make automation essential to score prospects. While many companies have used automation to good effect, the move is fraught with challenges. Here is a quick look at some of the crucial factors that determine the success of your lead scoring automation. The Algorithm: The success of lead scoring […]
The recent research “Mapping Marketing to the Transforming Buying Process” conducted by DemandGen and Genius.com, reveals that while 82 percent of the marketers who used social media for lead generation succeeded in generating a minuscule one to five percent of total leads, only four percent succeeded in generating 20 percent of their leads through social media. The […]
Customer Lifecycle Marketing, Email Marketing, Lead Nurturing
Drip Marketing: A Way to Cultivate Relationships
In almost every industry, a marketer has to cultivate a relationship with a prospect before a conversion. In today’s economy, very few customers would make high ticket purchases without brand familiarity and trust. Earning visibility and trust takes time and requires patience. There is no shortcut to this process. So, how do marketers close the […]
Online ad spending has seen a steady rise over the years. eMarketer estimates the total US online ad spending is at $39.5 billion in 2012, and will reach $62 billion by 2016. A May 2012 survey by RSW/US, a business development company, reveals that 44% of respondents will spend at least half of their total […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing
The Importance of Personalized Marketing Campaigns
Today, marketers are caught between the pressures of fickle customers and a hypercompetitive business environment.They are forced to engage the customers one-on-one, based on their terms of engagement. But, do efforts at customization and providing personalized marketing solutions provide any significant benefits? A survey conducted by SAS and Leger Marketing in May 2012 among Internet […]
Email has been rated as the most successful digital marketing and engagement tool by 67% of marketers worldwide, shown by the May 2012 data from the Chief Marketing Officer Council. This finding is also supported by the June statistics from Direct Marketing Association (DMA), which reveal higher open rates and clickthrough rates for emails sent […]
In the mad scramble to generate leads, companies may actually be bleeding money rather than gaining it. This is where analytics come in. The analytics engine in marketing automation software suites, fed with past results or experiences, scours the database of incoming leads and assigns points for each predetermined attribute to determine the potential value of […]
With organizations leaving no stone unturned in their quest to engage with their customers, one intuitive method that has caught on in recent times is interactive videos, especially for shopping. Done properly, it is the online equivalent of a salesperson guiding the customer through the store, explaining the features of each product that attracts the […]
Customer Lifecycle Marketing, Customer Relationship Management, Customer Scoring, Lead Nurturing
The Key Challenges of Nurture Marketing
Understanding the basics of lead scoring and lead nurturing will take your success as a marketer to the next level. When scoring leads, some prospects could invariably score high based on the need for the product or service that is offered – but, at the same time, they could rank low on the chance of […]