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Three Storytelling Secrets for Lead Conversion

Posted by | Jun 11, 2015

Allstate Mayhem is Coming

Today's CMO is focused on increasing both the quality and quantity of leads. Lead nurturing is often further down the priority list. Concentrating on generating quality leads is a worthy objective, but the ability to nurture those leads is just as important.

While a few leads may be ready for sales, the vast majority are not. You must continue to engage them to move them along in the buying process. A lead nurturing process is the means to educate and better inform them. By doing so, you will build trust and sound relationship with them that, over time, will convert marketing qualified leads (MQL) into sales qualified leads (SQL). This is where brand storytelling has proven to be a successful device.

Storytelling is a meaningful way to engage, educate and empower customers and prospects. Marketers have been telling stories for years. Yet, the art of effectively using storytelling to generate and nurture leads is an ongoing challenge.

Here are a few storytelling tips to consider.

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Topics: Marketing Automation

How to Use Marketing Automation for Existing Customers

Posted by | Apr 7, 2015

Customer Engagement Touchpoint

Marketing automation is about more than lead generation. Used correctly, it can be part of the entire customer lifecycle. Yet, most businesses employ marketing automation narrowly. They see it as strictly a tool for generating and nurturing leads. These businesses may be missing a huge opportunity by not using marketing automation for existing customers.

According to Pepper Global’s Marketing Automation Trends Report 2014, B2B marketers state that the number one benefit of automation is the ability to generate more quality leads. This benefit is driving the rapid expansion of the use of marketing automation. The research firm SiriusDecisions claims that “by 2020, the marketer who doesn’t understand how marketing automation should be used to drive demand creation will be an endangered species."

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Topics: Marketing Automation

Why You Need a Lead Nurturing Strategy

Posted by | Nov 18, 2014

Lead Nurturing Strategy

So you've just launched your new shiny website. You have your landing pages and forms all ready to be completed. Your white papers are ready to be downloaded. But nothing is really happening behind the scenes.

You simply have a record of contacts who completed a form or downloaded a whitepaper. As soon as you have a form completion you contact this person via phone or email.

The problem? There is no lead nurturing, no scoring and no workflows. You have stopped. You have parked the bus and are not going anywhere.

(Editor’s note: "Parking the bus" is a soccer reference. It’s a tactic employed by defensive-minded teams to stifle attacking-minded teams. To park the bus is to line up most of your outfield players behind the ball with no intention of going forward, hence the term "parking the bus.")

How are you going to nurture your leads if you're contacting them as soon as they complete a form?

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Topics: Marketing Automation

What to Do with New Email Leads

Posted by | Sep 30, 2014

Lead Nurturing. It's Kind of a Big Deal

It matters what you do with your new email marketing leads. You want  consumers to volunteer their email address in return for subject matter they see as valuable. What you do with the email leads will determine if they'll become customers or not.

In the past, marketing would just hand off the lead to the sales department. That approach didn’t work very well because not all leads are alike. There’s a big difference between a sales-ready lead--one that is ready to buy--and a marketing or unqualified lead. A marketing lead is not in the position to buy, but could be at some time in the future. An unqualified lead is not a lead at all because they won’t become a customer. That could be for a number of different reasons.

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Topics: Marketing Automation

Separating Marketing Automation Myths from Facts

Posted by | Jul 23, 2014

marketing_automation_myths_vs_facts

There’s an overwhelming amount of evidence that marketing automation can lead to better performance. Businesses that want to apply marketing automation to their operations should have realistic expectations, though. Often they are left to determine what is myth, fact or conjecture as they evaluate various solutions. Vendors often tout comparison data and case studies to get organizations to make buying decisions.

Here’s my view as to whether four widely publicized notions are fact or myth.

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Topics: Marketing Automation

A Beginner's Guide to B2B Marketing Automation

Posted by | Apr 24, 2014

B2B marketing automation gold

One of the primary objectives for B2B marketers is to generate, nurture and convert leads. And marketing automation is one of the most effective ways to achieve this. Automation allows businesses to track visitors, automate campaigns and streamline activities across a variety of applications. To really optimize conversions and transform your marketing, marketing automation is a must.

Let’s review the building blocks of an effective marketing automation platform. 

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Topics: Marketing Automation, B2B Marketing

Study: The No. 1 Reason Companies Seek Marketing Automation

Posted by | Apr 15, 2014

Marketing Automation

Most consumers begin their buying journey online. They search for products, read reviews and ask friends for suggestions through social media. Buyers educate themselves online. The fact that they’re likely to do this before making contact with a vendor is reason enough to seriously consider marketing automation as a lead nurturing solution. There’s no question about it: You need marketing automation in order to compete. 

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Topics: Marketing Automation

5 Ideas for a Better Marketing Automation Campaign

Posted by | Apr 9, 2014

Automated production

Our world is drowning in information. There’s more information today than there’s ever been before. With such an overload, it’s crucial for marketers to understand their prospects and to respect their time. One way to ensure better contextual marketing is to hyper-target prospects and only send them the information they need. This is where marketing automation comes in. 

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Topics: Marketing Automation

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