Etumos

The Nurturing Waterfall Framework Lead Nurturing, or even Account Nurturing, has been a long established “must do” for B2B Marketers. Instead of a salesperson constantly sending useful content to top leads, the marketer can do this at a larger scale. Many firms say (or prove) that nurturing reduces time to Revenue and lowers Cost per…

With the explosion of ABM talk and tools the past year, many demand generation marketers are struggling to shift gears to ABM methods and metrics. Do not panic. There really isn’t any reason for any marketer to worry about ABM. Most firms have their top 100 wishlist customers and each salesperson has that list for his…

Lately I have been questioning how most people nurture leads. The usual method is to structure a basic set of content streams along the lines of buyer persona and/or buying stage. Assuming, of course, it is possible to completely know where the lead thinks they are in the buying stage. There are two major assumptions…

As Marketing Automation Platforms mature, so do their customers become more skilled in the use of the platforms. And that means some customers push the limits of what the system is designed to do. Whether it is running dozens of data correction flows, scoring, and lead lifecycle or accumulating workflow detritus, an older system is often…

As you gain experience with Marketo, you will build increasingly complex flows to manage leads as well as to nurture them. Marketo, in essence, is a rules engine. You decide the rules for your system and your audience. As with all computers, the rules you decide on are executed faithfully and without question. Thus, if…

In recent posts, I have discussed that the ROI of marketing automation, and martech in general, boils down to time savings. Most vendors, however, rarely discuss the time saved through automation itself. Most vendors discuss the revenue increases, conversion rate increases, and opportunities you will obtain. Marketing automation (MAP) vendors particularly enjoy talking about the…

Troubleshooting in Marketo can be more of an art, than a science. The data you need is often scattered around several screens and what you need to figure out may take time to track down. Is it a workflow error? Sync error? Manual error? Troubleshooting is not just for testing: you can also use it…

Marketo and HubSpot and other marketing automation vendors have written a lot about the idea of “sales-marketing alignment” the last few years. So many people are discussing this that Google has 1.65 million results. HubSpot also call this approach “smarketing,” and while I don’t hear that term much, it has a comparable page count. Much…

Since my original posts on email preference centers and subscription management, many firms have gone well beyond the basics, building dynamic pages that literally speak the lead’s language. Here are updated instructions on building the ultimate subscription management center (or email preference center) in Marketo. The process involves four phases to achieve pages in dynamic…

“When you are building systems to scale your business, you have to build systems that you can put into the hands of ordinary mere mortals that will produce above-average results. You can’t count on having superstars.”  Lawrence Janesky, CEO of Basement Systems, Inc. (Real Time Sales & Service, Scott, 59). As Mr. Janesky suggests, excellence…