Have you ever noticed that the marketing campaigns produced by some companies
all feel like lead generation efforts? The problem with that is that once
you’ve given over your information for content, it seems insulting to be
asked to repeatedly provide the same data. Lead nurturing should be an
evolutionary process designed to build a relationship—not an effort that
feels like a continual restart.
Lead generation is the act of motivating someone to give their permission for
you to contact them. Lead nurturing is based on building a relationship after
you gain that permission.
Convincing someone to part with their precious contact information to get
your content usually means it has to be something considered highly
valuable—content meaty enough to indicate a fair exchange from the lead’s
perspective. Things like white papers and webinars generally fit the bill.
In B2B Marketing, gating premium content with forms is the practice for
building in-house lead databases. Whether offering a white paper, eBook or
Webinar, providing in-depth, expertise content your prospects want badly
enough to fill out a form is a common lead generation challenge. But, even
after the prospect has filled out one form, the challenge doesn’t end. The
prospect must be nurtured and qualified as sales ready before marketers can
prove they’ve contributed to demand generation goals.
Progressive forms give marketers an edge. Let’s face it, requiring
prospects to fill o... (more)
Content marketing surrounds almost every aspect of the marketing world. There
are countless books, articles, blogs, social media outlets, and websites
(like the one I am siting) dedicated to content marketing and why it is an
essential tool for B2B and B2C marketers. They define strategies, layout
plans, and provide case studies detailing the ever-present need to deliver
good content to the right people at the right time. A marketer can find
virtually every aspect of content marketing they need to know about in these
various outlets except one: the content.
Of course, it would b... (more)
Have you heard our BIG NEWS?
Effective May 31, 2012, Manticore Technology and Sales Engine merged to form
a new company that will operate as Sales Engine International!
A Manticore partner since 2009, Sales Engine International's managed
marketing services engine has combined Manticore's technology platform with
their own award-winning creative and campaign execution services to help
clients FIND, CONNECT with and ENGAGE prospects.
This merger became a natural evolution in our relationship as we saw an
opportunity to join forces and combat an emerging problem in the world of
In an amusing article titled Thank Hillary Clinton (and leave your data too),
authors Alexander Burns and Maggie Haberman reveal at what lengths some
organizations will go to collect and expand their data. In recent weeks,
advocacy organizations have bombarded voters with requests to send Hilary
Clinton a virtual thank you card for her position as Secretary of State.
Underneath all the sincerity, these “thank you cards” are actually a
means of grooming and growing data on target audiences. “The groups
‘thanking’ her this week say there’s nothing insincere about their
applause for... (more)