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…)
Lower quality data should be “kept, and cleansed, in the marketing database” before passing it to the CRM says Mr Woods. His article outline a three-tier approach to integrating data between marketing and sales. Ansaco view: based on our experience, we agree. (more…)
“CRM data is probably one of your organizations most valuable assets”. This is a philosophy Ansaco totally agrees with. The article points out that ‘value will diminish unless you look after it well’ … and goes on to suggest eight ways to do just that. Very useful. (more…)
Buying B2B data from Third Parties is the focus of this eZine article. The format is prose rather than a bulleted list. Ansaco view: though the article dates from 2005, the issues described are still very much with us today. (more…)
“Customers that focus on data quality generate 267% more leads that those who don’t” says Mr Teshima. His Blog article offers three concise actions and includes a link to another article on the same Blog titled ‘The Contact Washing Machine’. Ansaco view: solid material. (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…)
This article delivers exactly what it promises: ten tips on optimising landing pages for email marketing. Ansaco view: all relevant, all usable – solid information you can act on. (more…)
Two optimisation case studies from the same website (membership website for artists). The first study optimises new member acquisition, the second optimises conversion of members from free to paid subscription. A consistent structure makes these examples easy to review and compare. Marketing Experiments uses a systematic approach which is well worth learning from. Ansaco view: great insights – what questions to ask, where to look for possible improvements. (more…)
Here are four case studies on optimization of landing pages (and more) all presented in a consistent style. Marketing Experiments brings intellectual discipline to the process of optimization: a ‘conversion sequence’ is the basis for reviewing problems, identifying potential solutions, designing and testing a hypothesis. Ansaco view: loads of insights into optimisation methods to be gained here: well worth bookmarking. (more…)
Behind the modest title is the single best document an eMail Marketer could wish for (to date). A 102-page pdf (4.2MB) stuffed with valuable insights across a huge range of subjects (the contents list alone is 2 pages). The authors are Loren McDonald and Kirill Popov of eMailLabs (now Lyris). No less than 46 articles based on experience, with insight and enough usable advice to keep you going through 2010 (and maybe longer). Ansaco view: *SOLID GOLD* – Download it now. (more…)
