Things To Know Online

July 2011


Posted on July 29th, 2011, 5:50

More and more B2B organizations are turning to marketing automation tools to processes and streamline their business functions. Traditionally sales and marketing departments used to process lists giving names of people with title and organization name. This created a problem, as many important leads were missed out being followed up on, not knowing which lead is interested in your product or who your target buyers are.

B2B marketing automation platform provides integrated sales and marketing automation solutions for lead generation and has developed into a major phenomenon with lead scoring being an integral part of modern lead management. By tracking your prospect’s behaviors and web activity, you can determine their level of interest in your product. Only by combining both these factors you can send truly qualified leads to sales.

Lead scoring is a process that helps businesses make critical decisions. It can be defined as a technique of quantifying the value of a lead, based on prospect’s profile, behavior, demographic and likelihood to buy.  This can effectively help sales managers manage their sales pipeline by optimizing their sales resource allocation. With lead scoring they can reduce initial lead generation cost and sales conversion cost.

According to Gartner “By converting segmentation criteria into business rules how leads are rated, or scored, providers see an immediate boost in lead volume and lead quality but up to 70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars."


With Lead Scoring, the best leads always rise to the top, so the sales team knows where to focus their time. Based on lead scoring, Marketing can differentiate between leads that are sales ready and those that are not Marketers are able to build a scoring model to rank prospects, as well as segment them based on the most appropriate messages or follow-up communication channels (e.g. phone, email, and direct mail). The overall objective of lead scoring is to make difference to conversion rates and reduce acquisition costs.

Getting Started with Lead Scoring
The best way to go about designing lead scoring is to start simple and make it iterative with inputs from the sales team, insight from the existing data and experimentation (AB testing) from Marketers. It is somewhat analogous to agile development methodology in software development.

Gather information- Start by getting together with your sales team to gather data that indicates your buyers’ interest or sales-readiness.   

Determine your ideal target -Use all relevant information, including demographic and behavioral scoring, to create your target buyer profile. Think about explicit and implicit attributes and assign points based on their relevance.

Align sales and marketing objectives - Your sales team must review and approve your information and your buyer personas. Focus on the most relevant and common findings and you will soon be able to:

Using the right lead scoring rules with the right combination of implicit and explicit information about a website visitor you can determine their identity and quality. This data when accumulated over a period of time and when combined with a company level view, becomes a powerful tool in qualifying leads.

Lead Scoring makes sales more efficient by helping them focus on the hottest leads first and get to them with a relevant solution in real time.

Know more -  marketing automation solutions, lead intelligence
By Josephmax, in: General

Posted on July 22nd, 2011, 4:12


A successful sales team revolves around an enterprise generating more leads, creating effective strategies to do so and, of course, closing sales. Typically an enterprise can lose anywhere from 40 percent to a whopping 80 percent of its sales leads anywhere in the sales cycle. Here is where lead management enters the picture. Lead management is, simply put, a solution that helps convert more website visitors into actual sales leads. Therefore, to ensure that leads end up in the sales pipeline, every enterprise needs a rock solid lead generation software. Enterprises that have their lead management process in place can easily earn more revenue as a result of their lead generating activities, and they also generate better customer relationships.

Creating an effective lead management strategy is possible only if enterprises first evaluate their existing lead strategies. Queries about lead flow, current lead generation campaigns, sources of leads, the process of transferring leads from marketing to sales, measuring lead follow-ups, tracking sales leads to closed sales, etc., need to be answered. Defining your systems is also important. So enterprises should look into how they define their ideal leads and what specific parameters they use to disqualify leads. It would also be prudent to look into how the lead handing off process to the sales team occurs.

Enterprises can also opt for optimized lead management software that offers the multiple advantages of data management, planning leads, qualifying leads and providing ways to nurture and score more leads. It can easily assist in identifying quality leads in your target segment. With its built-in lead generation tools it can help in building profiles of your leads and provide you with actionable intelligence about your leads. It can also help enterprises plan out better campaigns. B2B enterprises want to gain enhanced visibility into the lead qualification process, and optimized lead management software can promise to provide just that. With such visibility, lead qualification, validation, scoring and classifying leads will become far easier for enterprises.

Enterprises want to capture, respond and track all their leads from diverse sources. They want to be able to provide the best leads to their sales teams for better sales closure rates, and an effective lead management strategy does exactly that. With lead management software that emphasizes lead intent, an enterprise can benefit from the best tracking practices that provide analysis of website visitors and their behaviors to ensure better conversion of leads with enhanced nurturing.

 

Know more -  lead management system, lead intelligence, marketing automation
By Josephmax, in: General

Posted on July 14th, 2011, 3:42

B2B enterprises are still undecided if their current email campaign can beat the recessionary mood of the economy, so do they actually need to worry? Does it make sense to invest in email marketing anymore? According to Forrester’s Marketing forecast online survey conducted in 2009, “email marketing and spending is expected to actually balloon to $2 billion by 2014”. This means that even in a relatively weak economy businesses are looking at email marketing to offer them higher levels of cost effectiveness and efficiency to derive greater numbers as far as reaching customers are concerned, thus ensuring better ROI. Apart from helping your business with qualified leads to building customer relationships, email marketing application can ensure that your product slowly but steadily remains in the minds of your customer, that’s is why email marketing continues to be held in high esteem among marketers.

Tips to optimize your email campaign

But can email campaigns tide over bad economic times giving B2B enterprises results they need to survive? It’s pretty simple actually you need to simply ensure that your email marketing software if not actually recession-proof is at least recession- ready! So if you are wondering whether your email marketing automation tools  is doing enough to ensure greater returns for you, you need to first check if your software is performing all the functions properly? Here’s how your email marketing automation could be optimized with some easy tips.
  • The trick to ensuring maximum returns from email marketing programs is to see if your campaign is relevant enough. Is it carrying the right message? Is it worthy of your customer’s time? These may seem as silly parameters but actually could determine the success of your campaign. An interesting statistic that’s often bandied about in email campaigns is that “if 8 out of 10 people read your email subject and send-from address, only 2 will read the rest.” So if that holds true perhaps you need to ensure that

  • your subject line is relevant enough and eye-catching as well to retain your prospective customer’s interest.

  • Arm your email campaign with a solid database that could help provide you with even better leads.

  • Ensuring effective integration of your email campaigns with your social marketing could provide that added extra push to your campaign.

  • Constant monitoring of email delivery and some measure of understanding why previous campaigns did not provide adequate results will definitely show you the way forward. Think of this as a learning exercise but this does indeed give you and idea on what did not work. Looking at the past will help you deal better with the future.

It cannot be emphasized enough that the right implementation of your email campaign could bring in added benefits, so go ahead and announce recent developments and new products and services to your prospective customers. Reinforce your business relationships, and give your business the email marketing edge it deserves!

lead nurturing, marketing automation software, marketing automation tool, marketing automation
By Josephmax, in: General

Posted on July 6th, 2011, 4:20

Lead nurturing is all about having a meaningful dialog with a prospect that has come to your site.  Also known as drip marketing, lead nurturing automatically develops prospects’ interest in your products and helps build a relationship with the sales rep using preset series of emails and product information. 

Once the prospect has registered on your website, what next? Not all prospects who have registered would be ready to buy. Some may have just come out of curiosity, others for comparison, but some definitely with an intension to buy. You need to be able to identify and pick the ones ready to buy and move them on to the sales team to complete the sale. You need to nurture these prospects if you want them to ultimately buy.  

Lead nurturing is the process of developing a long-term relationship with the prospects through meaningful dialogue. A lead nurturing program can ensure maximum sales success when the prospects are categorized based on their sales readiness. Nurturing involves sending a series of timely messages and then tracking their development into sales opportunities. The information or communication sent to the customer needs to be what the prospect is looking for or they may lose interest in your product and make your marketing efforts ineffective. Marketing automation makes lead nurturing programs much simpler to design and launch.

Lead nurturing can actually help not just enable but also optimize sales effectiveness and enhance marketing campaigns. With the right kind of lead nurturing software you can build long term relationships with your prospective customers. Some of the benefits of a good lead nurturing software include:
  • Get insights into the customer’s intention.
  • Know when your prospect is ready to buy.
  • Sales-ready prospects are automatically passed to the sales team.
  • Leads that are not ready get further nurturing.
  • The software will ensure that your lead and their interest sustains, and this will be ensured by informing and educating the leads with relevant information.


Lead nurturing best practices can help sales and marketing teams achieve better results and improve returns on investment.


Know more - marketing automation software,
By Josephmax, in: General