Posts under ‘Marketing Automation’

Today’s Marketing Automation technologies give us unprecedented visibility into who are visiting our websites and what they are looking at, all in real-time. Marketers and Salespeople leveraging these new demand generation technologies face an interesting new question though: To pounce or not to pounce?

Privacy has always been a significant issue for marketers. And with technology allowing us to get better and better at obtaining, processing and storing explicit and implicit information about prospects and customers, the importance of privacy – and our respect (or lack thereof) for it – is set to escalate.

Perhaps more than any other factor, the emergence of glyphosate-resistant cropping systems helped redefine the ag retail marketplace during the past 10 years. Retailers who have survived and thrived have often done so by helping their customers make sense of new technologies and practices, and then helping integrate them into their operations.

The Internet has increased everyone’s opportunities. Everyone, arguably, except for those in sales. Separated by bits and bytes, and potentially thousands of miles, a prospect is too often an unknown entity to the salesperson. The salesperson has no way of knowing if the person is a troll or a truly hot sales lead. They deal […]

This is the fifth in a series of articles examining ways to thrive, not just survive, in 2009.
According to B2B marketing and sales analyst firm, Sirius Decisions, of the 70% of leads Sales “disqualify,” approximately 80% of them go on to make a purchase within 24 months. The question is, how do you ensure these people […]

This is the fourth in a series of articles examining ways to thrive, not just survive, in 2009.
The CMO of a mid-sized, U.S.-based wireless networking firm recently told me, “If I had to spend a dollar in today’s economic climate, I’d spend it all on getting better quality leads into the hands of my salespeople.”
If I had […]

This is the third in a series of articles examining ways to thrive, not just survive, in 2009.
Marketing automation has been on the scene for years, but as pressure grows for marketers to do more with less (not to mention better and faster), many are predicting this will be the year automation platform adoption heats up.
 By marketing […]

Advancements in technology designed for marketers are making it possible to monitor the behaviour of people at the individual level across communication channels. There are two major ramifications of these technological developments. First, it is possible to gain insight into an individual’s historical experience interacting with your communications. Second, this intelligence may be leveraged to […]

To reach your business goals, your company requires a steady stream of strong leads linked to an effective sales force. New technologies and techniques are changing the game, so how does your organization compare to other firms?

As a guideline, marketing should allocate 65% of its resources to demand generation and 35% to lead nurturing and management.1
83% of […]

Assess how you currently define your target market and explore how new best practice techniques such as “persona development” could help you improve your market insight and segmentation – to create more attractive offers and messages for lead development.
Review your current lead development programs and score them on a customer-centricity scale.
Calculate your cost per lead and scrutinize […]