THE MARSDEN MARKETING BLOG

Get in Formation: Collect Better Data & Generate More Leads

Posted by Christina Simms

Thu, May 05, 2016 @ 01:30 PM

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Generating leads: It’s integral to the practice of inbound marketing, and it’s driven largely by an exchange of content and information between a company and its prospects. How many times have you handed over your name and email address to get 15 percent off a purchase from your favorite retailer, to register for a webinar, download an interesting case study, or access a series of free bikini body workouts (or is that just me)? On the flip side, how many times have you been deterred from filling out a form because it wasn’t worth it to give all your information for what they were going to provide in return?

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Pros and Cons: Is HubSpot’s CRM a Fit?

Posted by Jeffrey Willis

Thu, Apr 21, 2016 @ 10:57 AM

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I recently saw an article calling out the phrase “one size fits all” as a lie for - of all industries - hairnets.

And goodness knows if hairnets can’t be pushed into that one-size-fits-all box, something as complex as your customer relationship management (CRM) system surely can’t. 

Like a good hairnet, the fit of your CRM should be top of mind (or head) for your organization. It should be able to contain everything that you put in it, but easy to get out what you want, when you want it. Clearly it must be strong yet flexible, and it should feel comfortable for whoever is in it. 

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5 Ways to Mend the Holes in Your Lead Management Process

Posted by Jeffrey Willis

Tue, Dec 01, 2015 @ 10:37 AM

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Many companies have a thoroughly inadequate process of acquiring new leads, driving them through their funnel, evaluating their interest, and passing them to sales.

Just let these facts about lead management sink in:

  • 79% of marketing leads never convert into sales, with the lack of nurturing being the primary cause. (MarketingSherpa)
  • 68% of B2B organizations have not defined their sales funnel. (MarketingSherpa)
  • Only 25% of leads are legitimate and should advance to sales. (Gleanster Research) 

Chances are your organization is faltering when it comes to lead management and by doing so, you are losing revenue. 

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If Marketing Isn’t Responsible for ROI, Blame Your Leaders

Posted by Jeffrey Willis

Tue, Oct 06, 2015 @ 09:00 AM

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As business leaders, when we look at our organization we should be able to immediately explain how each department contributes to our successes or failures.

We know that HR is in charge of the talent and corporate policies that keep us afloat. Accounting measures, processes and communicates our financial information. Most often the largest pressure falls onto sales. They are in charge of bringing in the profits after all. 

But then there is marketing, which can act more like a money pit for a company if not utilizied correctly. They are creative. They Tweet their little hearts out and write excellent blogs (such as this one). Heck, maybe they are even in charge of picking the proper flower arrangements for your next big event. If this is how a company’s leadership views marketing, it is their own fault. 

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MQL to SQL: Defining your Marketing to Sales Process

Posted by Jeffrey Willis

Thu, Aug 27, 2015 @ 09:49 AM

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MQL (em kyoo el) noun Also known as a Marketing Qualified Lead. A prospect that has indicated a level of interest in your organization via a set of actions and is deemed to become a likely future customer after additional nurturing. 

SQL (es kyoo el) noun Also known as a Sales Qualified Lead. A prospect that has demonstrated high levels of interest in your organization via a set of actions and is deemed highly likely to convert into a customer. These are prospects that are ready to speak to sales.

If only defining the process was just that easy.

While the cold-to-close process should be a seamless transition, the fact is many companies have either not spent the time to define the prospect stages or have discrepancies in their definitions based on which department you are asking.

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Need More Leads? Get a Service Level Agreement

Posted by Suzanne Moore

Thu, Oct 23, 2014 @ 10:40 AM

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In part 1 of our series about solutions for CMO Pain Points, we look at the power of Service Level Agreements (SLAs) to get Marketing and Sales working more productively on leads.  

 

Leads. How to get them, qualify them, and close them. Lead generation is what keeps marketers up at night. To add to the stress, marketing and sales are often not on the same page or speaking the same language. For example, what is the definition of a lead? Without an agreement, it can mean different things to different people.  

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Solve the Sales and Marketing Disconnect with Marketing Automation

Posted by Reade Milner

Thu, Sep 25, 2014 @ 09:40 AM

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The rift between sales and marketing teams has been well documented for decades. According to a study by Marketo, a leader in the B2B marketing automation space, teams that foster a harmonious relationship between sales and marketing close 67% more deals than those who do not. That’s a huge difference!

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