B2B Marketing Automation: Here’s My Definition
How’s this for a definition of B2B marketing automation?
The use of technology to generate, nurture, score and qualify leads, and drive sales, using customized, multi-touch marketing communications tailored for each contact’s profile, level of interest, behavior or place in the buying process.
Unfortunately it’s a mouthful, isn’t it?
In my view, the primary benefits of B2B marketing automation are:
- It allows marketers to accomplish more, usually at a lower cost, than they can get done manually;
- It facilitates continuous improvement by allowing marketers to track and measure the results of their campaigns, then make necessary adjustments, in near real-time.
What do you think?
Do you have a better definition of marketing automation? Do you see other benefits that marketing automation delivers?
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Are Inbound Leads Really Leads? I Believe the Majority Are Not.
I think some of the information being touted by companies that have a stake in inbound marketing can be misleading. What I am talking about is the categorizing of all inbound inquiries as “leads.”
Ask any salesperson if all inbound inquires are leads, and when he or she stops laughing, you will probably get an earful about how inquiries, unless they have been prequalified, are a waste of salespeople’s time.
I blame the mailing list and database compilers for starting the problem by calling the contacts in their databases or mailing lists “leads.” In my experience, contacts from compiled databases aren’t leads until they have been qualified. Until then I believe they are really just “suspects.”
Not-yet-qualified contacts, such as inquiries (responses) generated by inbound and outbound marketing, are a bit better than suspects, as they indicate that someone actually took some kind of action (e.g., inquired, downloaded, visited, registered, or attended). But I wouldn’t classify these inquiries as “leads” either; I’d classify them as “prospects.”
Now back to my earlier comment: that some of the information being touted by companies with a stake in inbound marketing can be misleading. I believe that if studies like HubSpot’s The State of Inbound Marketing 2010, instead of categorizing all inbound inquiries or responses as “leads,” rather talked about a lower cost per “prospect” from inbound than from outbound marketing, the results would be a more accurate reflection of reality.
Which leads me to another observation (no pun intended) . . .
The majority of inbound inquiries need to be nurtured and qualified with outbound marketing in order to be “qualified” as leads. Don’t believe that? Look beyond the hype and you’ll see that even inbound marketing companies like HubSpot use outbound marketing tactics such as e-mail and telemarketing to proactively follow up on, nurture and qualify their inbound inquiries.
The bottom line?
The most effective lead generation programs involve both inbound and outbound marketing.
What do you think?
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http://www.sales-lead-insights.com/2010/are-inbound-leads-really-leads/
B2B Marketing University: 3/3 in DC and 4/7 in Palo Alto
Join us for a complimentary afternoon seminar and take your business-to-business marketing and lead generation to the next level.
If you are a B2B marketer or are responsible for B2B lead generation, do not miss this free, half-day seminar on March 3, 2010 at the Westin Grand Hotel in Washington, DC or April 3, 2010 at the Crowne Plaza Cabaña Hotel in Palo Alto, CA,
This all-new-for-2010 B2B Marketing University is focused on helping you stay ahead of the curve and excel in the changing B2B marketing environment.
As one of the presenters, I can promise you that you and your fellow attendees will get expert insights into the latest strategies and innovation you can deploy today to get better results and a higher ROI from your marketing.
Your attendance is free, compliments of B2B Marketing University’s sponsor, Silverpop.
The best part is that B2B Marketing University is 100% pure education for serious B2B marketers. No product pitches. Just learning.
Register today for March 3 in DC.
Register today for April 7 in Palo Alto.
Why attend B2B Marketing University?
Today is a challenging time—and an exciting time—to be a B2B marketer. The impetus for B2B marketers to generate leads, drive sales and support customer lifetime value has never been stronger. Yet change is everywhere. Major forces are provoking evolution in how B2B marketers operate. Meanwhile, significant innovation has brought new tools and capabilities to B2B marketers’ arsenals.
Ask yourself:
- Are you on top of the latest strategies and tactics for lead management, marketing automation and inbound marketing?
- Are you leveraging dynamic campaigns, lead scoring and social media to improve engagement with buyers?
- Do you have what it takes to excel in the new B2B marketing environment?
If you are not sure—or you are looking for additional ideas you can put to work driving more leads and sales with your marketing—B2B Marketing University is where you can get answers and take your game to the next level.
Attendees will learn more about what is working best today from top B2B marketing experts including: Carlos and Jay Hidalgo with The Annuitas Group, Adam Needles with Silverpop, (yours truly) Mac McIntosh, and the end-of-day roundtable of additional B2B marketing experts.
Your attendance is free, so why not join us at B2B Marketing University?
Register today for March 3 in DC.
Register today for April 7 in Palo Alto.
Business Marketing Association Renames its Marketing Awards Competition the B2s
Before I get to sharing my opinion about the Business Marketing Association (perhaps better known as the BMA) changing the name of its Pro-Comm Awards to the B2s, let me point out that I’m a long-time member and big-time fan of the organization.
I served two terms as president of one of its chapters in Southern California (before moving east to Rhode Island), served on its board of directors for a while after that, have spoken at numerous BMA Annual Conferences and at dozens of Chapters over the years and I currently belong to the Boston Chapter (which should perhaps be renamed the New England Chapter).
I know. That’s more detail than you needed!
All this means I just might be qualified to offer an opinion about the BMA renaming its Pro-Comm Awards the B2s. You can read the press release justifying the name change here.
So what is my opinion of the name change? I believe that calling this important marketing communications competition the B2s is a mistake.
I’m curious: What comes to mind when you think of B2s? I think a class of military airplanes that are designed to drop bombs. (And that isn’t the best analogy for an awards show, is it?) I certainly don’t think of the B2s as an awards program for business communications. Perhaps I’ll get used to the idea, but I honestly think Pro-Comm was a better name.
Why? Because I think the Pro-Comm name communicated two key thoughts: Professional and Communications. Isn’t that really what the awards program is all about, professional communications?
The B2s name may be clever, but it certainly isn’t self-explanatory, is it?
What’s your opinion on the matter?
Please add your thoughts by clicking on the word “Comments” in the line below the Share button.
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http://www.sales-lead-insights.com/2010/business-marketing-association/
B2B e-newsletters: Three bits of advice
A client just asked me, "What are the three best pieces of advice to give to companies that embark on an e-newsletter for the first time?"
Here’s my answer:
- Useful, relevant content is essential to get readership, and to avoid opt-outs. (I recommend aiming for 80 percent or more useful content and 20 percent or less promotional content.)
- Make sure compelling copy is visible in the upper left corner. (When viewed as HTML with graphics shut off, as well as when viewed as a text email or via a PDA/phone.)
- Including fewer, shorter articles in more frequent e-newsletters is usually gets better results than including more, longer articles in less frequent e-newsletters. (E-newsletters with fewer, shorter articles are easier to get completed and sent out, and more frequent newsletters help keep your company and its products or services in sight and in mind.)
What best advice would you give your fellow B2B marketers about e-newsletters?
Please add your recommendations by clicking on the word “Comments” in the line below the Share button.
If you are reading this as an e-mail or via an RSS feed, please use this link to add your comments:
http://www.sales-lead-insights.com/2010/b2b-e-newsletters-advice/
Advanced B2B Sales Lead Management Strategies: A Webinar for CMOs on What is Really Working Best Today
Mark your calendar to attend this webinar about advanced sales lead management strategies for B2B CMOs.
Direct from the front lines, hear the latest trends, and learn about successful programs, strategies and tactics from three of the top experts in B2B marketing.
Cost: Free
Date/Time: Thursday, March 11, 2010 11:00 AM Pacific Standard Time
If you are reading this as an RSS feed, use this link to learn more:
http://tinyurl.com/yfc65vj
