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Marketing Automation

Sales is a Flawed Model
Friday, 26 Jun, 2015
Sales is a Flawed Model

Do you know why you don’t close all the sales you deserve to close?
Do you know, on your first prospecting call, who will buy?

Get it right: Shift the sales and marketing focus to the buy side
Sunday, 26 Jan, 2014
Get it right: Shift the sales and marketing focus to the buy side

Do you want to sell? Or have someone buy? They are two different activities. In sales and marketing…

Marketing Automation can facilitate the entire buying decision path
Thursday, 23 Jan, 2014
Marketing Automation can facilitate the entire buying decision path

In order to sell more when using marketing automation technology, we need to enter the buyer’s decision path far earlier.

An Intelligent Contact Sheet
Wednesday, 22 Jan, 2014
An Intelligent Contact Sheet

The field of marketing automation would like to get the right data, at the right time, to prospects who sign up on contact sheets. The problem is they are working from a sales model; but buyers buy using a change management model as they must address their internal, human, unique decision issues prior to a solution choice. Here is where the real influence happens.

Qualifying Leads: why lead scoring is inadequate
Monday, 20 Jan, 2014
Qualifying Leads: why lead scoring is inadequate

Here are some numbers I’ve recently read: through marketing automation we are closing between 2-8% of leads (as per Jeff Lenskold), 70% of leads buy something (as per Steve Gershik) but not necessarily during the time we are scoring and nurturing them, and 90% of leads ‘fall out the bottom‘.
Here is what these fascinating numbers tell me: 1. we are […]

Deliver the Right Content at the Right Stage of the Buy-Path
Monday, 20 Jan, 2014
Deliver the Right Content at the Right Stage of the Buy-Path

Recently, I asked 15 marketing automation leaders to define Lead Scoring for me. Every one gave me a different answer!