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What’s the True Cost of Email?
What’s the most expensive part of your marketing automation system? It might be. . .the SEND button. It’s easy to get so caught up in the excitement of the technology—all that we can do, and how easy...
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Back to Basics: 6 Top Email Best Practices
When you’ve got innovative solutions and creative ideas about marketing automation coming at you from all directions, it’s easy to lose focus on the basic tactics of your email marketing operations. As...
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The Magic of Simplicity: Revisiting the KISS Principle
You’ve heard of the design principle KISS: “Keep It Simple Stupid” or “Keep It Short and Simple.” Did you know that the term was coined by Kelly Johnson, lead engineer at Lockheed Skunk Works, creators...
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Building Your Lead Management House: A Basic Blueprint
You see it everywhere: the house as a metaphor. Buy insurance because your family needs to be “sheltered” from risk. Make your kids drink milk so they will “build” strong “frames.” Explore the “many...
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Five Top Tips for Lead Nurturing Success
Want to maximize your marketing ROI? Then it’s time to get strategic with your nurturing efforts. Whether you use Marketo, Eloqua, or any other marketing automation system, nurturing is all about...
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Know Your Audience: Download a Free Chapter of Top-Rated Book Manufacturing...
Knowing your audience is vital to marketing, whether you’re marketing software or tires or banking services. You can’t communicate effectively—in any context—until you know exactly who you’re...
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Simplify and Speed Production with a Campaign Request Document
How do marketers in your organization request new marketing automation campaigns? If your answer involves the water cooler or yellow sticky notes—and you’ve ever had any confusion or errors in...
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Free Download: The Demand Funnel – The Pathway to Revenue
Have you noticed how something can look one way to one person, but entirely another way to someone else? In Chapter 4 of David Lewis’s recent book Manufacturing Demand: The Principles of Successful...
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What Exactly is Lead Nurturing?
DemandGen’s definition of lead nurturing is “the process of engaging prospects by providing the information and dialogue they need at each stage of their buying process to position your company as the...
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Salesforce Denormalization Delivers New Power for Nurtures
As marketers become more sophisticated in using marketing automation, we increasingly want to take advantage of opportunity information—data about sales and pending deals—to segment nurtures. When...
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Free Download: Lead Scoring Demystified
We need an automated way to distinguish from an inquiry and an MQL (Marketing Qualified Lead)! This is where lead scoring enters the picture. Lead scoring is “the process of assigning a ranking to...
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How to Improve Sales and Marketing Alignment
Getting sales and marketing on the same page is one of the biggest challenges we see when creating new processes and streamlining sales funnels. These two departments should work hand-in-glove, but...
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Marketo at Enterprise Scale: Tips for High Performance When Working with...
As you probably know, Marketo is a pretty robust system. In smaller databases, marketers can get away with creating sloppy campaigns and inefficient programs with little impact on system performance....
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Successful Mega-Projects: How to Prepare for Complex MA Projects (Without...
It’s a bright Monday morning, coffee in hand, you’re strolling into the office feeling good about your to-do list. You’ve finally been able to cross off those three items that have been lingering...
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Building the Right Digital Marketing Team to Properly Manage the Kingdom
“Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishment toward organizational objectives. It is the fuel that allows common people to attain...
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Marketo at Enterprise Scale: 7 Deadly Sins of Marketo Disorganization (Part 3)
The concept of Marketo at Enterprise Scale is a focus on streamlining the system to perform at the highest possible level with a database of more than 1 million records. In the first two installments...
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Lead Nurturing: The Payoff for Patient Marketers
This might not surprise you, but despite your team’s best efforts, most of your leads aren’t necessarily going to proceed in an orderly fashion from inquiry through the qualification on to being...
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EBrief: What exactly IS lead nurturing?
Lead nurturing is an ongoing, continual process. It’s not a one-shot deal, and every nurture is unique. Good nurtures are the opposite of shotgun-style marketing; they are carefully constructed with a...
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A Client’s Journey—What, How, and Why?
We talk a lot about journeys in our business, usually in the context of a “customer or buyer’s journey” or a “project roadmap.” Broadly speaking, a journey can be defined as a passage or progress from...
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Get More From Your Demand Funnel With Demand Funnel Reporting
The modern marketer runs a complex “factory” to drive leads throughout the demand funnel—not just drop them in at the top. To get the most out of your demand funnel, and to effectively manage all the...
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