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Lead Nurturing: Ample Content, Solid Processes Set The Stage For Long-Term Success


Lead_NurturingMost B2B marketers understand the importance of lead nurturing, and they're eager to get started. The key to a successful nurturing campaign, however, isn't just about execution – it's also about preparation.

This was one of the key issues discussed during a recent webinar, Lead Nurturing: The Blueprint For Building Successful Campaigns, presented by Demand Gen Report and sponsored by lead generation consultancy BlueBird Strategies. While the webinar offered a number of tips on designing and executing lead nurturing campaigns, it also stressed the role that content, lead management and other foundational activities play in a successful nurturing strategy.

BlueBird Strategies Adds New Clients And Hires, Develops Advisory Board


BlueBird Strategies
, a marketing automation solution provider, has announced new hires and client relationships. The company has also expanded its services by opening offices in the Bay Area, the Pacific Northwest and the Research Triangle Park area of North Carolina.

The new staff additions have helped BlueBird extend its client base over Boston, Northern and Southern California, Chicago, New York City, North Carolina, Paris and Washington, D.C.

Marketing Automation Analytics:
 Where We Are and the Road Ahead

165f6feBy Cari Baldwin, Co-Founder & Partner, BlueBird Strategies

Marketing departments today are under pressure to justify the effectiveness of their spending and demonstrate that their programs contribute to revenue growth. Estimates of campaign results and the relation of marketing-generated leads to actual sales won’t satisfy executives who want proof of returns on their large investments in marketing.

Analytics can help marketers with these challenges. Applied to information gathered from related relevant systems, analytics reveal patterns and enable organizations to measure their performance continually, comparing past to present and forecasting the future. They are the key to constructing metrics and key performance indicators (KPIs) that guide improvement in individuals and groups, and show them where to deploy resources for the best ROI.

Starting From Scratch:
 Marketing Automation Best Practice for New Adopters


For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

Starting From Scratch:
 Marketing Automation Best Practice for New Adopters


For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

The Aftermath of Dreamforce 2011

CariBaldwin-e1280187160694
By Cari Baldwin, Co-Founder and Partner, Bluebird Strategies

The mojo of marketing was in full swing at Salesforce.com’s Dreamforce 2011. As a marketer, if you were not sure what you would learn and find, Dreamforce did not disappoint and was a great opportunity to visit with 40,000 of your closest friends.

The Aftermath of Dreamforce 2011

CariBaldwin-e1280187160694
By Cari Baldwin, Co-Founder and Partner, Bluebird Strategies

The mojo of marketing was in full swing at Salesforce.com’s Dreamforce 2011. As a marketer, if you were not sure what you would learn and find, Dreamforce did not disappoint and was a great opportunity to visit with 40,000 of your closest friends.

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