An Effective Lead-Nurturing Program in 3 Steps
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B2B marketers are constantly being asked to generate more leads. But is it enough just to collect the leads when prospects complete a form on your website and then pass them over to sales? Probably not, as studies show that sales departments don't follow up on almost 80 percent of marketing leads.
The solution? Develop a lead-nurture email series to gather more information about your prospects. You can then analyze the responses to help you identify the "sales-ready" leads.
10 Tips for Building a Revenue-Generating Mailing List for Email Marketing
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While philosophers debate the metaphysical and the physics of whether a tree falling in a forest makes a sound when no one is around to hear it, small-business owners are more concerned about the realities of email-marketing programs.
If no one's reading the email campaign, no matter how great it is, it's not going to make any noise for your brand or your sales.
Study Says More Parents Embracing Mobile Coupons
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Once, coupons and offers delivered to mobile phones were used mostly by early-adopters of smartphones, predominantly young males.
No longer. Today, the demographic embracing mobile coupons is the same one most likely to be clipping them offline: parents with young children.
The Big Ask: Opt-In Strategies for Mobile Campaigns
The mobile device is a consumer’s most personal piece of technology, and one whose use is growing exponentially. More than 90% of the U.S. population has a mobile device. In fact, in the U.S. today, mobile phone penetration exceeds cable television, internet access and PCs in the home. It is often the first thing a person looks at upon waking and the last thing they look at before going to sleep.
Christmas In August: Smart Holiday Sending
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While we're still basking in summer rays, seasoned email marketers can already feel the flurry of winter holiday campaign planning. Gretchen Scheiman's insightful post last week (check out: "Retailers: How Good Are Your Holiday Plans?") delivered some awesome suggestions for planning targeted, relevant holiday email programs. We'd like to second her list and chime in with few more ideas for smart and successful 2010 holiday campaigns.
Efficient Content: It's All about Conversion, Relevance & Engagement
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When marketers talk about online marketing and communication, it is often about campaign strategies, tactical approaches and platforms that help them to reach their customers and prospects the best way possible in order to turn them into loyal, active and participating customers or even into ‘brand advocates’.
We think communication is about much more than reach and ‘push’ but increasingly about guiding customers and prospects through their buying processes where our role is to provide them the right content at the right time.
Email List Fatigue and Marketing Fatigue are a Reality: Interact in More Relevant and Cross-Channel Ways
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All email marketing service providers (ESP) regularly publish email marketing benchmarks. These benchmarks are especially interesting for the users of the ESP’s platform.
After all, it is very difficult to compare the benchmarks of various ESP’s because all suppliers operate differently, offer different features and even have various kinds of clients and specializations.
Selling as a Reason to Invest in Valuable B2B Marketing Content
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Content marketing is about conversations, conversion, value, social media, lead nurturing, acquisition, inbound and outbound. But in the end it's about Sales 2.0, regardless of the medium.
Content plays such a crucial role in this digital era that a new discipline has evolved around it: ‘content marketing’. Content is important in both B2C and B2B marketing but as a B2B marketer I would like to look with you briefly at how content is used in lead management, customer interactions and how B2B content marketing ultimately is…sales.
It’s Not You, It’s Me
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Over the years we have seen email marketing change from being a one to all to a one to one medium. Much of this has been not only pushed by the growth in the tools available that email marketers use, but in the tactics and knowledge we apply to bringing communications down to a one to one basis. Now although we would love to see more people using email in this fashion, as it would lift engagement, drive relevant campaigns, and allow people to get emails that they want from companies and brands… the problem always lies in the data.
TRUSTe Slaps Privacy Seal on Lead Gen Sites
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Online lead generation is constantly up against challenges like registration page abandonment, not to mention false or incomplete contact information. Those problems are often fueled by consumers' fears that their information will be sold to irrelevant advertisers or misused. TRUSTe has its sights set on the lead gen sector, such as companies that operate sites that collect contact information of in-market car shoppers or would-be college students.
Buying Email Address Lists? Here’s What I Show People…
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I get a lot of questions, and many are essentially about finding short cuts to email marketing success. Hey, we all like short cuts: can’t blame a marketer for asking.
If I knew any, I’d have already written about them.
Match Your Blog’s Metrics to Its Goals
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One of the biggest issues companies continue to have about blogging (and social media in general) is: “How do we tell if it’s working?’
SocialTech 2010: 6 Ways to Generate and Nurture More Leads on Twitter
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Now more than ever, lead generation for the complex sale is a long process of developing relationships with your prospects. Gone are the days of just getting names and making calls. Since Twitter is a fantastic way to build new relationships, it makes sense that B2B adoption continues to grow. However, because it’s still a relatively new channel, many B2B marketers struggle with how to use it and aren’t harnessing its full potential. With that in mind, here are 6 ways to generate and nurture more leads on Twitter.
Assumptions And Opt-Out: A Deadly Combination
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Like many topics in the world of email marketing, one seems to be rearing its ugly head quite a bit lately: opt-out.
Sushi Maki Maki Doodle Napkin Registration Program
I was in Miami attending the MarketingSherpa show in Jan '10 and went to sushi one night and this caught my eye as I was waiting for a delicious Betty Roll (Spicy Yellowtail, cucumber, and avocado). This is pretty clever I thought. I didn't sign up there, but went back to their website later to and there was no email capture to be found. What??
