lead scoring

How predictive analytics for B2B sales and marketing can offer huge returns

Predictive analytics is way ahead of even lead scoring in helping companies close new business, and new SaaS vendors make it easier for companies to adopt it.

In this post I’ll look at how B2B marketers can make use of predictive analytics to provide double digit increases in leads, opportunities and sales.

But first, here are a few examples of well-known B2C brands achieving big wins with predictive analytics and marketing automation.

Creating the culture part two: skills you need to implement marketing automation software

Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for – you need to get the company culture and skills aligned with it for true success.

To find out how you can do that, read the next in this this two-part blog post series. 

In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.

Marketing automation gains momentum, but are companies making the most of it?

One of the B2B roundtables at this year’s Digital Cream London event focused on marketing automation, the findings of which have just been released in our free-to-access Marketing Automation Trends Briefing, sponsored by Oracle Eloqua.

According to Econsultancy calculations, major marketing automation vendors have secured more than $150 million in additional venture capital funding in the last few months.

Coupled with the consolidation spree we’ve witnessed lately, the market shows strong growth and potential, with some analysts predicting 50% industry revenue increase in 2013.

Five steps for improving lead generation ROI

Most companies involved in lead generation spend a considerable amount of time thinking about, well, lead generation, with an emphasis on generation.

Unfortunately, the truth of the matter is that far more organizations have mastered the art of generating leads than have mastered the science of converting leads into sales.

leadership

How B2B digital marketers are using lead nurturing and automation

In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.

Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).

The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.