Review
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.
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Review
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.
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Review
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.
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Review
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).
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