Tag Archives: nurturing

Organic Gardener’s Guide to Lead Nurturing – 2009 Edition

It’s taken me a couple of weeks, but I’ve finally posted my presentation from the B2B Marketing Magazine seminar on Demand Generation/Lead Nurturing onto Slideshare. I hope you find it useful. It contains 10 areas to focus on to improve the yield on your marketing campaigns.

You can also find the deck from Will Schnabel at Silverpop here

God Bless Steve Woods!

It’s not often that I bestow blessings on colleagues but in this case I have to make an exception. I have to confess, I’ve been particularly rubbish at maintaining my blog over the past few months. I don’t do this blog on behalf of my employer, and am not driven by publishing deadlines or other events that force me to write. I simply do it because I’m passionate about B2B marketing and am genuinely interested in making a contribution to improving the professionalism of B2B marketing.

My only excuse is that I’ve been busy – pathetic, I know, but there you go. I’m deploying a marketing automation system at the moment and that’s keeping me busy. And when I have a few spare moments I have to confess I prefer to choose to spend them with my family rather than with my laptop. But I’ve recommitted myself to spending more time posting content.

Today I spoke at an event chaired by Joel Harrison and B2B Marketing Magazine. I’ll link to the content in the next couple of days when Joel publishes it. I was covering 10 ways to improve your marketing campaigns. Item 10 was about keeping yourself fresh with new insight. RSS feeds are great but better still is clever people you respect doing the filtering for you. Hence my gratitude to Steve Woods. Steve is CTO at Eloqua – I had the good fortune to meet him at an event in London earlier in the year. His blog on “Digital Body Language” is always thought provoking and I’ve learned a great deal from him. Best of all, he’s started providing a digest of good content that he’s come across from various luminaries in this space. His latest Marketing Automation Weekly Wrap-Up contains links to new content from Laura Ramos at Forrester, Sirius Decisions and Brian Carroll – three individuals/organisations from whom I’ve learned a great deal. So thank you Steve – I’ll continue to use your blog as a useful filter on what’s new.

An Organic Gardener’s Guide to Lead Nurturing

Yesterday I spoke at a seminar organised by B2B Marketing magazine. Rather than use the traditional analogies of dating/marriage that we all use to describe the nurturing approach, I used the topic of vegetable gardening (it’s the new rock’n’roll!).

Marketing campaigns produce seedlings, but that’s only the start – we need to feed, weed, water, prick out etc at the appropriate time. We also need to ensure that the sales teams want to eat vegetables and are not just red meat eaters. You get the picture?

So my 9 tips for a bumper marketing crop have now become:

  1. Grow the right stuff (Align marketing activity with Sales)
  2. What’s growing and What isn’t (Record all your Responses in a client contact-centric view)
  3. Follow the instructions on the Seed Packet (Develop “nurturing blueprints” of standardised processes to develop a relationship from an initial response)
  4. Apply the right Feed at the right time (Align your nurturing content to the stages of the buying cycle)
  5. Are the nutrients being absorbed? (Implement activity-based scoring)
  6. Make it easier with a little machinery (Automate the most appropriate processes)
  7. Share your knowledge (Integrate your marketing insights with the CRM system)
  8. Monitor Progress Regularly (Measure key indicators)
  9. Apply plenty of Mulch (Refine and keep learning)

You can find the complete presentation on Slideshare.

Flickr Photo credit: http://www.flickr.com/photos/tico_bassie/120810354/

5 Ways to make B2B Lead Management more Effective

Catching up on some reading today I came across this article from the ITSMA – an interview with the excellent Brian Carroll. It offers the following common sense advice to improve your lead management:

  1. Create a marketing funnel
  2. Create a universal definition of a lead
  3. Use the phone
  4. Ask about goals – don’t sell
  5. Define lead nurturing – and the right people to nurture

All good stuff – you can read the full article here.