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May 11, 2011

Mitch Bancroft and 3 other people answered this question

What's the difference: Demand Generation vs Lead Generation

Lead Generation is converting a prospect only to the "interest phase" of the now decades-old AIDA model (Awareness - Interest-Decision to Act - Act/Purchase/Behave). I've been looking for full-time, permanent work in Marketing for about five years, and it's ridiculous the "changes" which have been ... more

March 14, 2010

Anthony Green answered this question

What percentage of revenue should be spent on marketing?

The ratio between revenue and marketing budget varies heavily depending on the companies market share, industry, market's maturity and strategic goals of the company. I have seen it range from 1-50%. It would be better to look at the marketing expenses verse the gross profit. ... more

Marketing Automation

Dec. 15, 2009

Ardath Albee answered this question

What are your thoughts on reusing "networks" like LinkedIn to promote content and generate leads?

LinkedIn can be a great network for generating leads. It's all in how you do so. Be respectful of the groups you belong to. Post links to your content in the News section. Make sure the information you share is relevant to the group. Don't ... more

Dec. 15, 2009

Ardath Albee answered this question

Response time and engagement with higher value products/services with longer sales cycles?

I posted this answer on my blog, but would enjoy the discussion here, as well.
This question is in response to a statistic that Scott Mersy shared about engagement opportunity declining after 30 minutes from when a lead visits your website. I think the answer depends ... more

Dec. 14, 2009

Jeff Ogden answered this question

How to handle lead nurturing in a small start-up environment?

One does not need to be a large company to do lead nurturing. It takes brains, not wallet. If the content is strong and organized into a great story aligned with the buying process. And it is mapped against roles and industry -- any marketing ... more

Dec. 14, 2009

Jeff Ogden answered this question

Is going directly to the decision-maker always the best tactic?

This is a good question. I believe doing your homework should help you find an ideal starting point. For instance, they may have just hired a new VP, Sales, who wishes to prove something to the CEO. Or they may be planning to go after ... more

Dec. 11, 2009

Trevor Usken asked a question

Do you think it's important to have the sales/marketing alignment come from the top down?

Dec. 11, 2009

Ardath Albee answered this question

Do you have any thoughts on how you nurture leads where the prospect is highly entrenched with a competitor?

The part of this question that concerns me is "we don't want to give up on reinforcing our message with the prospect..." I'm going to play devil's advocate here and say that it's not about your company's message - stay with me.
If your prospects are ... more

Dec. 11, 2009

Trevor Usken asked a question

This seems like a lot of info to track for each suspect; is there a tool to help with that task?

Dec. 11, 2009

Ardath Albee answered this question

What kind of content is coversational? Blogs, newsletters, or what?

"Conversational" content is more about the style of the content and the response it provokes than it is about type of content.
First of all, conversational content is more casual, more like sharing a story. This is why blog posts are often thought of as ... more

Dec. 11, 2009

Trish Bertuzzi and 1 other person answered this question

Do you see a trend in lead nurturing being the responsibility of marketing or inside sales?

Good question Trevor. Lead nurturing by definition means you are delivering value to the buyer in the hopes that they will re-engage in the sales process. Trends have Marketing taking ownership of the nurture process from a content and consistency perspective. But, having said that, ... more

Dec. 11, 2009

Scott Mersy answered this question

How do we get sales to report where the marketing leads are coming from?

We tackled this one as well over on the "Smarter Marketing, Faster Sales Blog" on Genius.com (http://www.genius.com/marketinggeniusblog/1444/3-must-haves-for-successful-le...). I'll re-post below so we can get the conversation rolling on Focus...
From @m_west : Simple. Make it about them. Ask yourself this question: how are your returning value ... more

Dec. 11, 2009

Ardath Albee answered this question

What are the two most important things to keep in mind when developing a lead scoring model?

That's a tough one, but I'm going to say progression and intelligence.
Racking up points needs to be attributable to a lead making progress across their buying process, not just increasing the number associated to them.
Intelligence goes to what you learn about your prospects ... more

Dec. 11, 2009

Trevor Usken asked a question

Can you "ease" into marketing automation rather than going full bore?

Marketing Automation

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Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
The Tricks to Paid Media June 6 @ 11 am PT
Display Advertising for Brand Awareness June 20 @ 11 am PT

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