To measure how successful campaigns and strategies really are, you need numbers. The conversion rate is one of those numbers and especially important in any marketing team.
Lead Management – better workflows, better communication, better leads
Modern lead management (or integrated lead management) combines marketing and sales strategies to ensure that leads can be nurtured, scored and delivered seamlessly. Common agreements (Sales Level Agreements, SLA) are used to define clear workflows, so no lead will get lost on the way.
This means that marketing and sales have to work together and communicate much more than they used to. Together with the right tools (CRM- and marketing automation-software), they can create smooth processes that manage more leads with less resources and costs.
The ec4u blog informs
– How important SLA are to define clear rules on who is responsible for the lead at which stage of the nurturing process.
– How to cultivate leads and reanimate dormant leads after long phases of silence.
– How to enhance communication strategies between marketing and sales to create a common goal.
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What’s the difference between a B2B and a B2C customer? We already discussed this topic in our articles about the perfect customer communication but today I want to talk a little bit about one crucial difference: the buying center.
(Co-author: Michael Ziegler) Lead scoring is an amazing lead management tool to decide when a lead is potentially ready to make a purchase and then gets moved from marketing to sales. Modern analytics tools can help adjust the variables that define the scoring according to success rates and individual lead behavior.
Vaguely defined processes for your lead management will turn your lead’s journey into a mystery wrapped in a riddle. The solution: stop treating your lead like a means to an end.
We have posted quite a few contributions on the subject of buyer personas, but in our contact with clients we noticed one specific question showing up regularly, which we actually haven’t addressed yet, at least not directly, and that is: how many buyer personas is too many?
Occasionally I find suggestions on the internet concerning the different customer approaches in B2B and B2C. It is often argued that B2B companies want to be informed about relevant content rather matter-of-fact and in an unemotional way. B2C companies on the other hand are said to prefer information with a personal and emotional touch. Isn’t …
In the last blog article we wrote about the advantages and implementation requirements of Eloqua A/B testing. The method is not really a novelty, but often underrated when it comes to its influence on the marketing performance. Today, I would like to share with you some best practice examples, which we just recently implemented with one …
Email marketing remains until today one of the most important media for providing customers with content and getting in touch with them. Striving for optimized email campaigns is omnipresent, and collecting best practices is a constant effort to boost marketing ROI. But when asking ourselves what the email recipient is really interested in, we are …
Today’s blog is about Account Based Marketing, briefly called ABM. For us marketing people there is one primary task and that is: generating leads.
Every Marketing Director’s focus is on Lead Generation and Lead Qualification. That’s why I am dedicating our blog post today to this topic. First and foremost a structured hand-over process is essential for being able to harness and further develop generated leads. Therefore every lead management system should be based on so-called Service Level Agreements …