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lead nurturing

Relevance is Not an Option

March 22, 2011 by Ardath Albee with 19 views

B2B marketers are focused on lead generation more than they are on lead nurturing. The problem is that without the nurturing, generating leads is merely an exercise in trying to scrape the 10% who may be ready to buy and then dumping the rest into an afterthought category. Likewise, 78% of marketers say that they're ramping up their... [read more]

Nurturing Isn't Limited to Your Database

February 26, 2011 by Ardath Albee with 309 views

Lead nurturing is the process of building a relationship over time through an interactive dialogue that shares information a prospect needs at specific stages of the buying process to help them make a purchase decision. Somehow, that definition has translated for most B2B companies to be more like: Lead nurturing is the process of... [read more]

Survey Highlights Contradictions for B2B Marketers

May 5, 2010 by Ardath Albee with 207 views

In reviewing the results from the B2B Marketing Skills Survey conducted by Genius.com and BtoB Magazine, I saw a few disconnects that should be flags for concern. Let's talk about two of them. Contradiction 1: Driving qualified leads is seen as the most important mission of the marketing department. Lead nurturing is seen as the least... [read more]

27 Benefits from B2B Lead Nurturing

November 29, 2009 by Ardath Albee with 179 views

Many B2B marketers will tell you they have a nurturing program. If you ask them what benefits they hope to gain, they'll likely talk about the goals for the program in relation to the number of sales opportunity conversions or revenues produced from marketing-driven customer acquisition.Those are great goals, of course, and ones we need... [read more]

The Return on YES in Lead Nurturing

October 18, 2009 by Ardath Albee with 159 views

Lead nurturing has been proven to be instrumental in producing qualified sales opportunities for B2B organizations—when done well. The goal, of course, is for your content strategy to produce momentum during the buying process that consistently produces that outcome.But I'd like to challenge you to go farther. You've got to harness the... [read more]

#25: Here's a thought...

September 26, 2009 by BrianRoger with 193 views

An occasional series in which a review of recent posts on MyVenturePad reveals the following nuggets:Three little piggies went to marketMarketing is all about stories. There’s the story of how it started, the invention of whatever it is you’re selling, or the invention of your business itself, the story of the brand, the packaging, the... [read more]

Lead Nurturing is NOT About Campaigns

September 24, 2009 by Ardath Albee with 230 views

Content marketing is being used in all types of formats. There's the big bang eBook launch, the white paper promotion, the 3 touch plus sales offer approach, the quarterly webinar and other "standalone" configurations based on a short-term time frame. Unfortunately, none of these is actually lead nurturing for a complex sale. These are... [read more]

How (and Why) to Do Lead Nurturing Right

August 4, 2009 by Tom Pick with 305 views

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing, a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. Unlike most white papers, this guide is very light on marketing (selected pages have sidebars headed "How Marketo... [read more]

Use an "Exclusive" Mindset for B2B Nurturing

June 8, 2009 by Ardath Albee with 149 views

The biggest consideration for B2B Lead Nurturing is often the continuous need for fresh content. If your prospects' buying cycle has lengthened, you need even more content to keep your B2B lead nurturing program rolling forward. But even more than that, you need content that pulls people forward in their consideration to buy from your... [read more]

#12: Here's a thought...

June 6, 2009 by BrianRoger with 195 views

An occasional series in which a review of recent posts on MyVenturePad reveals the following nuggets:What are you waiting for?We live in extraordinary times. The Internet changed the game and social media brought the game to a whole new level. There has never been so many tools available at our fingertips. Geography is no longer a... [read more]

B2B Lead Nurturing is Not Linear

May 11, 2009 by Michele Goetz with 224 views

It is much easier and cheaper to work with people that know you than it is to build a new realm. That is what many marketers and companies are realizing as they shift marketing investment. Lead nurturing is now more important than ever. Yet, if you analyze your database, what does lead nurturing look like? When is a lead qualified to... [read more]

B2B Social Media - Has Marketing Effectiveness and Efficiency Improved?

April 26, 2009 by Michele Goetz with 145 views

How much effort do you need to put into social media before it pays off in B2B? The answer probably has to do with what you expect from social media in the first place. The problem I see for B2B social media marketing is that instead of (1) increasing marketing effectiveness by facilitating sales and deepening customer relationships... [read more]

My 2009 Word of The Year, So Far

March 19, 2009 by Dave Stein with 136 views

One of my most-used words these days is “scrutinize.” Merriam-Webster says it means “to examine closely and minutely.” At ESR, we find ourselves using the word fairly often: VPs have been asking us about how to determine which sales reps to keep and which to redeploy. In this current economic situation some of what salesreps depended... [read more]

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