Filling the funnel with new prospects for marketers means the need to insert a brand’s message in front of as many prospects as possible, as often as possible. The effectiveness of this “interruptive approach” (ads for print, TV, radio, direct mail, online display ads) is declining as today’s consumers are overwhelmed with messaging and look beyond ads to stay informed. Interruptive messaging is now being replaced by engagement – defined as content-rich, two-way communication between brands and their customers. Continue reading →
All posts tagged B2B Marketing
Lead Scoring Best Practices: Deliver More and Higher Quality Leads to Your Sales Team
Lead scoring is the process of ranking a lead’s profile fit and level of interest according to a methodology agreed upon by both marketing and sales. Leads are scored in a number of ways, assigned by points or ranked by using terms such as “hot,” “warm,” or “cold.” According to Eloqua, this not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales teams identify where each prospect is in the buying process. Lead scoring methodologies incorporate a combination of demographic attributes, lead source and offer, budget, authority, need, and timeline (BANT) considerations. Continue reading →
What Does Marketing Automation Mean to You?
We’ve outlined some key words that come to mind when we think about marketing automation.
What does marketing automation mean to you?
If you currently use marketing automation, what impact does it have on your e-mail and cross-channel marketing efforts?
Send us your thoughts.
We’d love to hear from you!
10 Alarming Stats that Should Get You on the Lead Nurturing Band Wagon
Lead nurturing is a process of developing a relationship with prospects by providing them with valuable information to help them make informed purchasing decisions. This process allows marketers to send a series of emails to early-stage leads in order to pre-qualify them before forwarding them to sales. The lead nurturing process is a conversational, “soft-sell,” inbound marketing approach.
Five Important Key Performance Indicators for Chief Marketing Officers
Lead Scoring
One of the most essential Key Performance Indicators (KPIs) for marketers is the generation of high-quality leads. High-quality leads are leads that are sales-ready as a result of passing through various lead nurturing campaigns in order to get to the sales-ready point. Lead scoring is used by marketers to designate the stage of a lead in the sales cycle. There are 5 categories within the sales cycle:
1. Inquiries
2. Marketing Qualified Leads
3. Sales Accepted Leads
4. Sales Qualified Leads, and;
5. Won Business.
Moving down these categories into the closing stages of the sales cycle means a lead is gaining a higher score and becomes more sales-ready.
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