The folks at Marketo have published a 42-page Pdf (free download / no registration) on B2B Nurturing. It’s written by leading experts (credits on back page) so perhaps the big claim in the title is justified… Inside, you’ll find content is nicely presented in Four sections. Starting with concepts (5 pp), it moves on to ‘Basics’ (10pp), before moving on to cover ‘Advanced Lead Nurturing’ (4pp). What’s new (and I haven’t seen this elsewhere to date) is section four on ‘Calculating the RoI’ (5pp). Clear explanations of ideas plus suggested ‘worksheet’ layouts for creating your own analyses. Neat.
The ansaco view: seriously useful for a) illustrating the value of what an eMarketing Team has been done in the past and b) getting budget from senior management for the next big project. High value information for corporate eMarketers.
PS: I also appreciate that fact that you’ve separated out the Best Practices from references to your own solution. Thanks Marketo. (more…)
Optimising landing pages for AdWord campaigns is the focus of this piece by Jon Miller. Though the example is vendor-specific, the ideas are applicable for all. Clearly described scenario, key points illustrated with screen shots and actual results numbers. Ansaco view: very useful. (more…)
A recurring theme among B2B companies is how to get Marketing and Sales to work together effectively as a team. This 16-page white paper by Marketo and Reachforce offers practical advice: key points which the two need to discuss and agree on; business processes that have to be built and maintained. Understanding the connection between markteing and sales, the processes, the hand-overs and the success criteria than become the backbone of the eMarketing strategy for Lead Generation. Recommended reading for all eMarketers who want to support Sales teams effectively. (more…)
Aaargh! Superb choice of subject and of interest to eMarketers making the transition from Beginner to Advanced … but this piece only sketches a brief definition. More, please MarketBright … give us the details: why, how, what and when.
Authors note: I disagree with the Vendors description of Progressive Profiling as a ‘feature’ of their system – it’s a contact qualification technique and you can use the principles with any system. (more…)
The author prefers to stay anonymous, but the choice of subject alone speaks volumes for his experience. He argues that yes, we should keep private email ids in our B2B databases and provides 8 reasons why. Good stuff – he’s shifted my view from ‘anti-private-email-ids’ to ‘OK, keep them’. (more…)
Sound advice, based on solid experience for advanced eMarketers – ideal for those who already have some experience with Online Lead Generation and can read between the lines to recognise what needs to be done next. Focuses on Scoring only – for effective implementation, get additional research on Landing Pages, internal Processes, and Strategy. (more…)
Begins with a good description of nurture marketing, followed by useful descriptions of campaign types, segmentation and a brief introduction to the concept of behavioural data. Examples of nurture campaign limited to Webinar. Format is a 10 page pdf (of which 3 pages vendor promotion). (more…)
Totally pragmatic view of handling Online Leads once they’ve come in, with the emphasis on sales professionalism. If you’re B2B, ignore the references to Real Estate – this is solid material. Well worth thinking about all these points – and acting on them – before you actually switch on the online campaign. (more…)
Short, snappy descriptions of ‘inbound’ and ‘outbound’ leads and – here’s the value – ‘why this is important’: it’s a different way of thinking, requiring a different style of action. (more…)
