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Lead Scoring Demystified
In your office, is this scenario familiar? It probably is familiar: this conversation takes place all over the world nearly every day. Sales and Marketing are fighting again; key staff members are at...
View ArticleInsights From the Field: GAIN Capital’s Lead Scoring Project
A huge volume of leads and no method for lead prioritization is sure to leave a lot of business on the table. At GAIN Capital, a global provider of online trading services, implementation of a careful...
View Article6 Ways to Know If You’re Ready for Lead Scoring
Thinking of implementing a lead scoring system, but not sure if your organization is ready to undertake that kind of effort? Here’s a short checklist to help you determine if a lead scoring project is...
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Building Your Lead Scoring Model: Essential Steps
Recently we talked about the essential steps in building your lead scoring model, starting with last week’s checklist to help ensure that you’re ready to initiate a lead scoring project. Let’s look...
View ArticleHow Do You Know if Lead Scoring is Paying Off?
If there is one thing that is common to marketing managers everywhere, it’s having to continually justify your spending to the executive team. The benefits of marketing are notoriously hard to measure....
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What Exactly IS Lead Nurturing?
To kick off our discussion of lead nurturing, let’s start with defining the term. DemandGen’s Definition of Lead Nurturing The process of engaging prospects by providing the information and dialogue...
View ArticleThe Basic Recipe For a Lead Nurture
A well-designed lead nurture should be implemented as a conversation between you and your prospect. After working on hundreds of nurtures, I’ve come up with the basic recipe for a successful nurture...
View Article6 Reasons Why Lead Nurturing Matters
As marketers who are already fans of marketing automation, you’re unlikely to need convincing that lead nurturing is a good idea. But you ARE likely to have colleagues and management that aren’t as...
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Curious about the New Year? DemandGen Predicts 2012
I looked into my crystal ball this morning and saw snow falling on a cute little village. Okay, well, it’s a snowglobe, which means I can make some controversial predictions for 2012 and blame it on...
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Building “Character” With a Buyer Persona
Building a buyer persona for marketing is much like developing a character for a novel or a movie—the difference is that you’re not really making anything up from scratch! Your buyers already exist....
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Using Personas in Database Segmentation
In our last post we talked about developing buyer personas, and offered a template to help guide you through that process. If you’ve taken a look at our examples—Gary the mortgage broker, and Maria the...
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Guest Post: Anatomy of a Web Form
Here’s a Guest Post from our friends at Demandbase! Today’s post is written by guest blogger Shari Johnston, Demandbase You have the perfect lead bait, you have carefully crafted your compelling...
View ArticleHow to Build a B2B Web Form: Tips & Tricks for Optimal Conversion
Most B2B marketers in the enterprise space are handed the responsibility for improving the quality of their leads, as well as hitting an MQL quota. After all the work of campaign development, in the...
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Guest Post: Why Marketing Automation
Enjoy this guest post from Erika Goldwater, Director of Marketing, Marketing Automation Institute. Marketing Automation (MA) can help an organization achieve a lot of great things. In fact, I have...
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Smart Demand Generation — with Kwanzoo
Enjoy this guest post from our friends at Kwanzoo. Today’s typical demand generation process: Drive prospects to website landing pages (powered by marketing automation). Get prospects to fill out a...
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Oracle Acquires Eloqua: What It Means for the Industry
You’ve probably already heard that Oracle has signed a definitive agreement to acquire Eloqua—but you may be wondering what this means for our industry. At DemandGen, we believe this is great...
View Article8 Buckets for Successful Lead Nurturing
DemandGen’s President and CEO, David Lewis, recently talked about how to use content to move leads through the middle of the funnel, drive revenue, and remain relevant in an increasingly competitive...
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Make Your Data More Effective: Data Normalization (Part 1)
A colleague once said something to me that changed the way I think about data. “Data is the fuel that runs your marketing automation engine.” Data is truly a passion of mine, and after hearing that...
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Make Your Data More Effective (Part 2): How Data Normalization Works
Read Part 1 What type of data should be normalized? Any open text field may be problematic, but data categories that describe the buyer persona or impact business processes are the best candidates for...
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Did You Know? Campaign Execution Help is Here
You probably know about DemandGen’s lead nurturing and lead scoring services; you may know how we help companies drive greater effectiveness in demand generation and better marketing ROI. But did you...
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