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Monthly Archives: December 2011

Join guest host Jeff Ogden and special guest Steve Gershik – CEO of 28Marketing, Marketing Automation Institute executive advisor and co-fonder of DemandCon, the demand generation conference, as they discuss:

  • How to score and sift inbound leads
  • What to do with leads that are not sales ready
  • Common metrics to measure success

Join Jeff and Steve as they dig into lead nurturing and lead qualification & scoring – first defining it and then uncovering common mistakes and misconceptions that come along with this hot B2B marketing topic. Steve also delves into the key considerations and triggers to determine when someone is ready to buy – the core question in lead scoring. Finally we leverage Steve’s expertise to capture his opinion on marketing automation and the role it plays in B2B marketing today, as well as key takeaways for ultimate lead nurturing success.

To learn more about our special guest Steve Gershik, visit his website, read his blog, and follow him on Twitter.

Don’t forget to join us for our next episode on Thursday, December 29 and look out for special “After Party” footage from this interview with Steve Gershik, as well as others.

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

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Guest host Jeff Ogden and special guest Paul Gillin – B2B social media strategist, continue their conversation on Social Media Marketing in a B2B world in this MadMarketing TV “After Party” special.

Listen in as Jeff and Paul continue their conversation on what’s happening in the world of social media. Paul shares his impressions of everything from Facebook to videos, blogging and photo sharing, and poses the question – as social become the new mainstream is the term “Social Media” even relevant any longer?

View Jeff’s interview with Paul Gillin in it’s entirety in MadMarketing TV Episode 4. To learn more about our special guest Paul Gillin, visit his website, read his blog, and follow him on Twitter.

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

Join guest host Jeff Ogden and special guest Paul Gillin – Writer, Speaker and B2B Social Media Strategist as they discuss:

  • Why the value-driven B2B sales process is a perfect match for social media-based engagement
  • Which platforms work – and which to avoid
  • The six fundamental differences between B2B and B2C marketing

Jeff and Paul dive into using social media in B2B marketing today, discussing key points Paul introduces in his book, Social Marketing to the Business Customer.  Social media allows B2B marketers to engage in deep conversations with their customers today and reach key stakeholders and decision makers that were previously elusive. It has never been more critical for B2B marketers to build a business strategy that drives a social media marketing plan – focusing on those tools that work for them and their business. Ultimately B2B marketers need to use social media as a means for listening and engaging, but most importantly they should never underestimate the power of search engine optimization, blogging and email marketing. These are very effective tools to reach prospects – and doing these things right are always the first step prior to engaging in social media.

To learn more about our special guest Paul Gillin, visit his website, read his blog, and follow him on Twitter.

Don’t forget to join us for our next episode next Thursday, December 22 when we’ll have Steve Gershik from 28Marketing discussing B2B Lead Nurturing and Scoring.

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

In our recent post we shared 5 Prerequisites for Marketing Automation. The second prerequisite on the list is to agree on a “universal lead definition”.

Brian Carroll, author of Lead Generation for the Complex Sale estimated that about 9 out of 10 companies lack a clear definition of what a sales lead really is. Undoubtedly many of our readers have the same problem. So let’s see if we can help.

In his post, Five Steps to Create Your Universal Lead Definition, Brian defines the following five steps:

1. Find a team leader.

Identify someone well respected by both sales and marketing. This will help ensure everyone is on the same team. And who has the power of their convictions to establish a policy and make it stick across multiple teams.

2. Ask relevant questions to your Sales team.

“To be certain that you will follow up on a lead we give you, act on it and provide feedback, what do you need to know?” Be quiet and listen. Ask questions to clarify. Keep digging. This is your chance to sell – so do what you’ve told to your sales reps thousands of times – don’t talk – listen!

3. Keep refining it.

You’re not finished until everyone agrees on the definition. Keep discussing until everyone is on the same page, satisfied that they’ve been heard, and that you are as close as possible to universal agreement.

4. Publish it.

We like to say nothing is official until it is documented. Write it down and post it where everyone can see it.

5. Test, test, test.

The Universal Lead Definition everyone just agreed on may or may not work. Follow some actual leads through the process and dig to make sure it was followed up on properly. More importantly, make sure that the necessary information was provided to ensure an effective follow-up was even possible.

A solid and agreed upon universal lead definition is one of the most important things you must do before you implement any kind of marketing automation system or process. Most importantly, all follow-on activity stems from having a common definition of what constitutes a Universal Sales lead. Without that definition there can be no scalable strategy for lead follow-up, lead nurturing or even effective new lead acquisition. So as you begin to embark on the marketing automation journey make sure your signposts are set and universally understandable or you’ll end up far from where you originally intended.

What do you think? We love comments and people who share our content.

During our third episode of MadMarketingTV, special guest, Joe Pulizzi, founder of the Content Marketing Institute and author of “Get Content, Get Customers”, discussed the importance of content marketing and using storytelling to attract new customers.

More specifically, host Jeff Ogden and content marketing expert Joe Pulizzi discuss:

  • What is content marketing and why is it important?
  • How content marketing can help you position yourself as an industry expert
  • The importance of content marketing as it pertains to social media, lead generation and search engine optimization

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

During our first episode of MadMarketingTV, special guest, Adele Revella, President of the Buyer Persona Institute and author of The Buyer Persona Manifesto, discussed the importance of buyer personas and that information is necessary to create buyer personas.

This week, Adele joins us again to continue our discussion about buyer personas. Buyer personas can help B2B marketers better understand potential customers, however common mistakes can threaten buyer persona initiatives. These mistakes include:

  • Using made-up information about your buyers
  • Including irrelevant information
  • Building personas for far too many buyers

Adele provides insights regarding these pitfalls, as well as the steps you can take to avoid them and create better, more successful marketing campaigns.

Looking for more marketing insights? Don’t forget to join us for our next episode on December 8, when Joe Pulizzi, author of “Get Contnet, Get Customers” joins us to discuss content marketing.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.