Wednesday, March 29, 2017
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Lead Lifecycle

The Vanishing MQL–Are Your Salesforce Contacts Lost in Space?

MQL Lost

Every company wants more marketing qualified prospects feeding the Sales team. However, a funny thing can happen with organizations that leverage Salesforce–A Lead can get converted into a Contact and never get seen again, almost like George Clooney in Gravity. The end result is significant lead leakage and wasted investment as these Contacts can fall out of the funnel. Does your company convert Leads into Contacts without ... Read More »

Digital Incentives – Grab a Coffee with your Lead Nurturing


Looking to boost attendance for one of your webinars or increase demo signups? Give your recipients some coffee. Last week, we talked about how to create a true multi-channel conversation by integrating direct mail and physical gifting into your lead nurturing process. Automated direct mail and physical gifting offers a true second channel to reach your audience and break through the email clutter with an ... Read More »

Step up Your Lead Nurturing Game

Email Campaign

We all know that lead nurturing is a best practice. What are your plans to step up your lead nurturing over the next year? Better segmentation? Check. More targeted content? Check. Interactive content? Check. Those are the standard answers. How about taking your customer journey to a whole other level? In this two-part post, I’ll explore a few options to ... Read More »

Four Funnel Insights Management will Love

Funnel Metrics

I’ve seen this numerous times (and yes, I’ve done the same). There is a Marketing review and management wants to see some results matched up against that funnel process Marketing and Sales keeps touting. This is the “oh s*#^” moment.  The funnel slide in the executive deck looks tremendous but reporting on it is a whole other story. The problem for ... Read More »

How to Fast Track Your Lead Lifecycle – The Monopoly Approach

Monopoly lead lifecycle

While playing Monopoly with my daughter recently, I was thinking about a way to optimize a client’s lead lifecycle funnel. Yes, I should have been concerned with her recent acquisition of Boardwalk, but a sudden trip to Reading Railroad got my creative juices flowing. Finally, I had a great example for something we marketers must do to measure conversions effectively–the Reading Railroad ... Read More »

Sales & Marketing Alignment in a Full Revenue Cycle


To maintain pace in a modern B2B marketing environment, it has become crucial to think in terms of a full revenue cycle, from initial awareness to sales closed, instead of simply in terms of a sales cycle. The full revenue cycle requires both sales & marketing departments working together towards the same revenue goals. McKinsey & Company recommends in a ... Read More »

Tip #8 – Gain Insight into Your Lead Lifecycle with Date Stamping

Funnel to customers

Easier than going to the post office in December, add a little date stamping to your marketing automation process to gain lead lifecycle insight. We have released ten marketing automation tips  to make you a little more productive. Like presents, some are small, some are big–but enjoy them all. Tip #8 – Gain Insight into Your Lead Lifecycle with Date Stamping ... Read More »

Marketo and Salesforce: To Sync or Not to Sync

Man learns rap dancing techniques

Like a bad dancer, it’s never good to be out of sync. Getting your systems in sync is no different–the process is a best practice that will help align Sales and Marketing, boost efficiencies, and offer better reporting. I recently came across a great discussion in the Marketo Users and Friends LinkedIn group on when is the best time to sync your marketing automation ... Read More »

What’s a SAL? – Simplifying Your Lead Lifecycle Language

do you speak english?

Does Sales and Marketing speak the same language when it comes to the lead lifecycle? Building alignment is tough enough—you don’t need language to become a barrier. But how do you develop a language that both organizations can leverage? This article outlines a few options to consider to better align your Sales and Marketing teams. The Funnel Challenge Most companies have ... Read More »