Insights From the Field: GAIN Capital’s Lead Scoring Project
A huge volume of leads and no method for lead prioritization is sure to leave a lot of business on the table. At GAIN Capital, a global provider of online trading services, implementation of a careful...
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What Exactly IS Lead Nurturing?
To kick off our discussion of lead nurturing, let’s start with defining the term. DemandGen’s Definition of Lead Nurturing The process of engaging prospects by providing the information and dialogue...
View ArticleThe Basic Recipe For a Lead Nurture
A well-designed lead nurture should be implemented as a conversation between you and your prospect. After working on hundreds of nurtures, I’ve come up with the basic recipe for a successful nurture...
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Nurturing Through the Demand Funnel
When you’re considering buying a product or service, you go through a process of decision-making (take another look at the buying decision flowchart from our December 7 post). During this buying...
View Article6 Reasons Why Lead Nurturing Matters
As marketers who are already fans of marketing automation, you’re unlikely to need convincing that lead nurturing is a good idea. But you ARE likely to have colleagues and management that aren’t as...
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Using Personas in Database Segmentation
In our last post we talked about developing buyer personas, and offered a template to help guide you through that process. If you’ve taken a look at our examples—Gary the mortgage broker, and Maria the...
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Guest Post: Why Marketing Automation
Enjoy this guest post from Erika Goldwater, Director of Marketing, Marketing Automation Institute. Marketing Automation (MA) can help an organization achieve a lot of great things. In fact, I have...
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Smart Demand Generation — with Kwanzoo
Enjoy this guest post from our friends at Kwanzoo. Today’s typical demand generation process: Drive prospects to website landing pages (powered by marketing automation). Get prospects to fill out a...
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Building a Content Wardrobe to Nurture All Funnel Stages
One of the biggest struggles that I see with marketers today is the ability to mobilize content for nurture. It’s important to include relevant calls-to-action in nurture emails that offer helpful...
View Article8 Buckets for Successful Lead Nurturing
DemandGen’s President and CEO, David Lewis, recently talked about how to use content to move leads through the middle of the funnel, drive revenue, and remain relevant in an increasingly competitive...
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Make Your Data More Effective: Data Normalization (Part 1)
A colleague once said something to me that changed the way I think about data. “Data is the fuel that runs your marketing automation engine.” Data is truly a passion of mine, and after hearing that...
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Make Your Data More Effective (Part 2): How Data Normalization Works
Read Part 1 What type of data should be normalized? Any open text field may be problematic, but data categories that describe the buyer persona or impact business processes are the best candidates for...
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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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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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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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Creating Your Buyer Persona: Some Things to Consider
The buyer persona: A fictional character representing a targeted demographic type of customer or prospect, brought to life with rich details. Defining buyer personas is a very effective way to segment...
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A Recipe for Building a Successful Nurture Campaign
So you’ve got your marketing automation (MA) system in place. But what do you put in it? You know you’ve got to fill it with leads and campaigns, but how? Using marketing automation requires creating a...
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Right People, Right Content, Right Time: Trigger-Based Nurturing Really Delivers
Marketing automation offers a lot of functionality that many marketers aren’t using to the fullest. One great example is how you can tie together classic inbound marketing techniques with activity...
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