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8 Steps To Build Internal Demand for Automated Lead Management

Demanding Views
Written by Jeff Kostermans, President, LeadGenesys
Monday, 07 July 2008 19:00
We recently signed our 12th international client and in the process of enrolling them in our SmartStart program, they inquired about how to go about introducing and proving the value of lead nurturing to the sales team. A good question - no matter what country you are in - and certainly worth a few words.
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New Aberdeen Report Highlights Competitive Edge Gained By Optimizing Lead Scoring & Prioritization

Feature Articles
Written by Amanda Ferrante
Monday, 16 June 2008 19:00
Lead scoring practices are proving to be a significant competitive advantage for those companies that have mastered the practice, while industry laggards are still struggling to figure out systems and processes for prioritizing their leads.
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3 Simple Steps To Increase Success In Leveraging Email As Part BtoB Marketing Mix

Demanding Views
Written by Michael Goldberg, Dir. of Marketing, Datran Media
Monday, 16 June 2008 19:00
Online marketing platforms are a valuable and substantial element of the marketing mix for business-to-business (BtoB) marketers. Online media channels allow marketers to introduce their products and services to the most relevant audience and quickly follow up on hot leads, and, eventually convert them. In the face of the challenging economy, it is no wonder BtoB marketers plan to increase their online marketing budgets, specifically in the email channel, according to BtoB Magazine’s “2008 Marketing Priorities and Plans” survey. For BtoB marketers, the main goal of any campaign is to drive demand generation and translate leads into meaningful ROI. Email marketing is an effective vehicle for meeting these objectives. Because email can be targeted, there is little room for waste. According to a study by Harte-Hanks, BtoB email campaigns had click-through rates of 11.2% and open rates averaging 67.7% - both of which are above index. Because email can easily be tracked and measured, email messages can be tweaked to ensure positive performance and follow-up on relevant results. According to a separate study conducted by Alterian, 90% of BtoB marketers said they use email for customer retention and cross-selling. If you haven’t already instituted an email marketing program, here are three steps you need to know to ensure success. BtoB email campaigns share a wide range of commonalities and differences with business-to-consumer programs (B2C). If you are looking to launch a successful B2B email marketing campaign, here are a few tips: 1. Identify Your Target Audience Are you trying to reach a CEO with a huge staff, or are you targeting the marketing department of a boutique company? Perhaps you are directly communicating with resellers and/or distributors. Each of your audience members or communication constituents speaks and responds to you differently based on the language, tone, and style you employ. Your email copy should be tailored to address audience needs. Once you know who your audience is, make sure you can sum up what you are offering quickly. BtoB marketers are very busy, and you have a very short window of opportunity to grab their attention. Don't go into too many details; instead get to the heart of the matter and explain why using your product or service will make their job easier or more productive. 2. Define Your Objectives Marketers often claim that their main goal is to incite purchases, grow existing customer relationships (loyalty), and/or gain visibility with new audiences. But your main campaign goal should be narrower. How are you going to promote purchases, loyalty, and/or awareness? Do you want audience members to visit your website? Register for a newsletter or whitepaper? Sign up for a demo? Make your call-to-action clear, and make it easy for prospects to make it to the intended destination. 3. Know When to Send Finally, you want to think about the best time to deliver your message. Is there really a best time of the day to send a BtoB email? You don’t want your message getting lost in their inbox, so first you should know if your targets are on the East or West coast, and send to them during their work hours. Next, just test, test, and test! That is the best way to determine a good time to deliver your offer. Michael Goldberg is the Associate Director of Marketing at Datran Media. In his role, Michael works with the team to produce, measure, and grow marketing campaigns across media and search. Prior to joining Datran Media, Michael was employed by iCrossing, Where Magazine and ParadyszMatera. Michael received a B.A. in English from the University at Buffalo and leverages his training and experience to advance Datran Media's brand and marketing communications programs. He can be reached at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Marketo Announces Customer  Wins, Award Consideration For New Product Offering

DemandGen Reports
Written by Amanda Ferrante
Monday, 16 June 2008 19:00
BtoB marketing automation company Marketo announced continued momentum with the addition of nine new contracts to its growing base of customers now relying on the company’s Lead Management solution.
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Solution Spotlight

NetProspex Solution

NetProspex_Screenshot_edit

Solution Spotlight

NetProspex helps B2B salespeople and marketers grow the top of their funnel with the most targeted, in-depth and accurate business contact information available.

Users trade business contacts for credit, and find new sales opportunities with customized targeting criteria including job title, industry, geography, CRM vendor, company size, and more.

All contacts are verified to ensure accuracy, and backed by a 100% replacement guarantee.

Job Board

Bulletin Board

Industry Events

BtoB NetMarketing Breakfast - New York

Interactive Marketing: From video and mobile marketing to social media and widgets, our panel of experts will reveal the tools and technologies that have - and have not - worked for them.

-Monte Beck, Vice President of Small Business Marketing, Verizon Telecom
-Ken B Fredman, Global Marketing, J.P. Morgan
-Beth LaPierre, Chief Listening Officer, OCMO, Eastman Kodak
-Additional speaker to be announced.

Thursday, October 21, 2010
The Grand Hyatt
New York, NY

More Info.

NY XPO for Business 2010

This event is the largest and most comprehensive B2B networking conference in the Northeast, drawing upwards of 15,000+ attendees and over 400 exhibits of innovative business product and service presentations.

Wednesday October 20, 2010

Jacob K. Javits Convention Center
New York, NY

More Info

B2B University- New York, New York

B2B Marketing University is a series of educational seminars designed to help B2B marketers stay ahead of the curve and excel in the changing B2B marketing environment.

Tuesday, September 14, 2010

Affinia Manhattan Hotel
New York, NY