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…)
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…)
Writing good subject lines for emails is an art. Get a tight match between the Subject Line and the actual Call-to-Action and the ‘open’ stands a much better chance of becoming a ‘click’. Who to turn to for consistently excellent examples? “National Geographic magazine”, says Lyris staff writer. Ansaco comment: wish I’d thought of that. (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…)
Jenning’s goal is to deliver “written directions that eMarketers can use to teach themselves” how to formulate an eMail strategy. She does a good job, using clear language to describe usable ideas in 10 sections. In this article – Part 3 – she covers section 5: ‘Determine which types of e-mail meet your needs’ … see additional Reviews / Links for the content of the other sections. (more…)
Jenning’s goal is to deliver “written directions that eMarketers can use to teach themselves” how to formulate an eMail strategy. She does a good job, using clear language to describe usable ideas in 10 sections. In this article – Part 2 – she covers the sections 3 and 4 … see additional Reviews / Links for the content of the other sections. (more…)
Jenning’s goal is to deliver “written directions that eMarketers can use to teach themselves” how to formulate an eMail strategy. She does a good job, using clear language to describe usable ideas in 10 sections. Part 1 covers the first two sections … see additional Reviews / Links for the content of the other sections. (more…)
High-level piece focusing on management and business issues of online marketing during recessionary times. Solid advice on strategy. Especially useful for eMarketers within larger organisations who may be struggling to improve senior management’s view of the marketing department. (more…)
