Welcome!

Web 2.0 Authors: Plutora Blog, Pat Romanski, Elizabeth White, Liz McMillan, Carmen Gonzalez

Blog Feed Post

Lead Nurturing and Marketing Automation - All Paths Lead to Revenue


So all marketers know about it and that we need to do it...

marketing-automation-lead-nuturingLead nurturing (aka Marketing Automation, Digital Lead Nurturing, etc.) is, regardless of the term used to label it, a marketing process for building relationships with potential or existing customers. It can be used for engaging leads in your CRM system that aren’t necessarily looking to buy a service or product right now (top of the funnel), for leads that are “warmer” (have expressed interest in some way and are qualified prospects - middle of the funnel), or to reach out to existing customers that might not know about additional products and services that could be beneficial to them.

In one sense, lead nurturing can help your company stay top of mind with potential customers so that they will come to you when they are ready to try or buy. Put another way, lead nurturing helps marketing and sales stay in front prospective customers, move leads at various stages along the sales pipeline, ultimately leading to revenue.

marketing-automationSo what are some things to keep in mind in making your lead nurturing campaigns effective, engaging and ultimately revenue producing?   

    • Invest in a marketing automation solution that integrates with your existing marketing infrastructure: There are several products available to manage your marketing automation. Marketo, Eloqua and HubSpot are a few biggies. If you haven’t already, invest in a marketing automation solution that’s integrated with your website and CRM system.

      Regardless of the program used, it should allow you to easily set up your lead nurturing workflows, set them up based on a variety of triggers such as assests they’ve downloaded (white papers), or by behavior (what pages have they visited on your website), or by role or title, etc. You should be able to analyze the overall performance of each of your lead nurturing programs and adapt/adjust your programs accordingly.
    • Know your customer: Make sure each nurturing email message is targeted and based on things like a job role, function, an action taken (did they download a white paper or article, attend a webinar, visit your booth at a trade show?). This will allow for improved performance because you’re providing relevant content they care about.  
    • Make sure your subject lines are engaging: Be sure to test different subject lines for each follow-up email. Be creative and try different subject lines. Your marketing automation tool should allow for variable testing and A/B testing to see what works better.  
    • Always include a call to actionInclude a product demo form, a complimentary white paper, invitation to a webinar, an easy way to contact you and request a call back, etc. Whatever action you decide to deliver through email should be tied to or related to previous actions they’ve taken.
    • Test the timing and offers of each follow-up message: Pay attention to the timing between each communication. Should it be two week, three week intervals or monthly? You want to be mindful that you are not over-burdening (and thus annoying) your prospects and customers with too much content and communications. As a general rule, you should send content when it is rich and useful to who you’re sending it to. Not when you “think” it might be useful.
    • Make sure there is REAL CONTENT in each message so that you are not just hitting your targets over the head with a sales pitch. If you provide related content of interest (whitepapers, webinars, article, featured research, blog articles) in your messaging, your leads will continue to be engaged.
    • Don’t just rely on email offers alone: Include a variety of ways for folks to connect with you. For example, you should include social media options to engage and share with you on LinkedIn, Twitter, etc. Whichever social media accounts work best for your particular business.
    • TRACK, TRACK, TRACK:  Analyze your results, make adjustments based on your conversion rates and emphasize what is working in follow-up campaigns. Conduct an analysis of the offers, promotions, white paper downloads to determine  what content is performing the best. Take a close look at look at clicks, conversion rates and adjust accordingly. If integrated with your CRM system, you should be able to report on where these activities and actions fall in your company’s sales and opportunity pipeline.

Lead nurturing is not just a ‘set it and forget it’ initiative. 

marketing-automation-lead-nutureMarketers must be diligent in continually tracking results and making appropriate adjustments to messaging and content. The beauty of lead nurturing is that you can easily pivot as you learn and test results. Based on your performance, you will confidently know whether changes should be made to messaging, timing, format and content, thus turning your prospects at various stages of the sales pipeline into happy customers, and generating revenue along the way! 

Read the original blog entry...

More Stories By Jeff Scholes

Scholes Marketing helps B2B technology and software businesses generate leads, integrate marketing efforts and increase revenue. We work for companies in different capacities depending on their unique needs. For some, we act as an extension to the team of small to mid-sized companies that have products to market and sell but are in the process of staffing up and getting their marketing infrastructure in place. Others may not be quite ready to staff a full-time marketing resource, yet have lots of marketing heavy lifting to do in the meantime. And in many cases, some simply need a partner they can trust to fill in when necessary. Jeff Scholes works closely with B2B companies to address some of the complex marketing challenges they are faced with today.

@ThingsExpo Stories
Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by mining large volumes of unstructured data, and how data tracking delivers uptime when it matters most.
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
Things are being built upon cloud foundations to transform organizations. This CEO Power Panel at 15th Cloud Expo, moderated by Roger Strukhoff, Cloud Expo and @ThingsExpo conference chair, addressed the big issues involving these technologies and, more important, the results they will achieve. Rodney Rogers, chairman and CEO of Virtustream; Brendan O'Brien, co-founder of Aria Systems, Bart Copeland, president and CEO of ActiveState Software; Jim Cowie, chief scientist at Dyn; Dave Wagstaff, VP and chief architect at BSQUARE Corporation; Seth Proctor, CTO of NuoDB, Inc.; and Andris Gailitis, C...
SYS-CON Events announced today that CodeFutures, a leading supplier of database performance tools, has been named a “Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. CodeFutures is an independent software vendor focused on providing tools that deliver database performance tools that increase productivity during database development and increase database performance and scalability during production.
SYS-CON Events announced today that ActiveState, the leading independent Cloud Foundry and Docker-based PaaS provider, has been named “Silver Sponsor” of SYS-CON's DevOps Summit New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. ActiveState believes that enterprises gain a competitive advantage when they are able to quickly create, deploy and efficiently manage software solutions that immediately create business value, but they face many challenges that prevent them from doing so. The Company is uniquely positioned to help address these challenges thro...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
Dale Kim is the Director of Industry Solutions at MapR. His background includes a variety of technical and management roles at information technology companies. While his experience includes work with relational databases, much of his career pertains to non-relational data in the areas of search, content management, and NoSQL, and includes senior roles in technical marketing, sales engineering, and support engineering. Dale holds an MBA from Santa Clara University, and a BA in Computer Science from the University of California, Berkeley.
SYS-CON Media announced that Cisco, a worldwide leader in IT that helps companies seize the opportunities of tomorrow, has launched a new ad campaign in Cloud Computing Journal. The ad campaign, a webcast titled 'Is Your Data Center Ready for the Application Economy?', focuses on the latest data center networking technologies, including SDN or ACI, and how customers are using SDN and ACI in their organizations to achieve business agility. The Cisco webcast is available on-demand.
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., showed what is needed to leverage the IoT to transform your business. He discussed opportunities and challenges ahead for the IoT from a market and technical point of vie...
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
In this Women in Technology Power Panel at 15th Cloud Expo, moderated by Anne Plese, Senior Consultant, Cloud Product Marketing at Verizon Enterprise, Esmeralda Swartz, CMO at MetraTech; Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems; Seema Jethani, Director of Product Management at Basho Technologies; Victoria Livschitz, CEO of Qubell Inc.; Anne Hungate, Senior Director of Software Quality at DIRECTV, discussed what path they took to find their spot within the technology industry and how do they see opportunities for other women in their area of expertise.
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
Advanced Persistent Threats (APTs) are increasing at an unprecedented rate. The threat landscape of today is drastically different than just a few years ago. Attacks are much more organized and sophisticated. They are harder to detect and even harder to anticipate. In the foreseeable future it's going to get a whole lot harder. Everything you know today will change. Keeping up with this changing landscape is already a daunting task. Your organization needs to use the latest tools, methods and expertise to guard against those threats. But will that be enough? In the foreseeable future attacks w...
As enterprises move to all-IP networks and cloud-based applications, communications service providers (CSPs) – facing increased competition from over-the-top providers delivering content via the Internet and independently of CSPs – must be able to offer seamless cloud-based communication and collaboration solutions that can scale for small, midsize, and large enterprises, as well as public sector organizations, in order to keep and grow market share. The latest version of Oracle Communications Unified Communications Suite gives CSPs the capability to do just that. In addition, its integration ...
“The age of the Internet of Things is upon us,” stated Thomas Svensson, senior vice-president and general manager EMEA, ThingWorx, “and working with forward-thinking companies, such as Elisa, enables us to deploy our leading technology so that customers can profit from complete, end-to-end solutions.” ThingWorx, a PTC® (Nasdaq: PTC) business and Internet of Things (IoT) platform provider, announced on Monday that Elisa, Finnish provider of mobile and fixed broadband subscriptions, will deploy ThingWorx® platform technology to enable a new Elisa IoT service in Finland and Estonia.
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...