Archive for the Lead nurturing Category

Networking is better when you’re more joined-up

Networking is better when you're more joined-up

It’s that time of year when organisations are considering running a networking event, seminar or breakfast briefing, and begin to plan marketing activities for when the summer holidays are finally over – cue a collective sigh of relief Therefore, the value of face to face events and their ROI might come into question. When we offer our customers advice on this matter, we tend to say that the success of the event relies on how well connected the attendees are but not in the way you might b

August 15, 2013 No Comments Full Story

Stop Press: Content isn’t King, it’s a tactic

Stop Press: Content isn’t King, it’s a tactic

Comms strategy is king. Long live the king. Adam Sharp, CleverTouch Group MD, disputes that old and well-loved adage ‘content is king’.  I do tend to cringe when I hear the phrase ‘content is king’. It really isn’t, never has been, never will be. It is only king according to creative agencies who want to churn even more stuff out - more stuff no one will read; after all they have a vested interest… kerching, kerching.  The reality is most marketing departments have more

July 11, 2013 No Comments Full Story

Wouldn’t You Love to: Identify Key Influencers on Social Channels…?

Wouldn’t You Love to: Identify Key Influencers on Social Channels...?

-             CrowdVu: a new breed of social intelligence – coming soon! “We often speak with marketers who are looking to identify their key targets; for either their social media & PR or Marketing Automation & digital campaigns,” says Adam Sharp, CleverTouch Group MD, “and so we have created CrowdVu with them in mind.” CrowdVu has a core engine built around social media, big data and machine learning. It allows the use of social searching to discover influence

May 1, 2013 No Comments Full Story

Social media, MA and demand generation: a joined-up marketing approach to lead nurturing

Social media, MA and demand generation:  a joined-up marketing approach to lead nurturing

According to recent research from Eloqua, more B2B companies are focusing social media activities around brand awareness, while lead and demand generation strategies are not of equal importance. In its survey of 296 UK B2B marketers, Eloqua found that over two-thirds (64%) use social media to promote their company with 83% using social media for brand awareness. In terms of social media ownership, demand generation departments are ranked last, behind product marketing, PR/ communications and th

December 6, 2012 No Comments Full Story

When it comes to campaigns, ‘sender gender’ matters

When it comes to campaigns, ‘sender gender’ matters

Read just some of our findings on optimising marketing campaigns.   Having recently reviewed results from our marketing automation campaigns (totalling over 13 million recipients) we found a mix of expected, interesting and quirky results. The study of data over the past three years of client campaigns produced some valuable insights.  Here are just a few: 1/ On average, emails sent from women achieve 18 per cent click through rates versus those sent from men (10%). 2/ The thr

October 17, 2012 No Comments Full Story

Using marketing automation to adopt a bespoke business strategy

Using marketing automation to adopt a bespoke business strategy

Tips on how to benefit from the functionality and capabilities of marketing automation   In B2B Marketing’s latest report, Marketing Automation: A B2B Marketing Best Practice Guide Adam Sharp, managing director at CleverTouch, explores the value of selecting a platform that tailors to your organisations business strategy. “Marketing automation will deliver you tremendous benefits, but only when you know what you need, should you start assessing the technology itself. Because it is so a

August 8, 2012 No Comments Full Story

PR is dead. Long live PR! How you can demand so much more from the new model of PR

PR is dead. Long live PR!  How you can demand so much more from the new model of PR

Many companies still talk to us to discuss their social media requirements separately from the work the PR agency is doing. Which is fine, we will happily set a social media strategy and optimise their content across all relevant channels. However, our approach would be to integrate PR, social media and email content, not just for cost efficiencies (though these are obvious), but to drive true momentum and leadership for a business. In fact, having worked on standalone PR campaigns in the pas

July 25, 2012 No Comments Full Story

From lead scoring to lead nurturing – 3 considerations

From lead scoring to lead nurturing – 3 considerations

Most marketing automation platforms will offer the capability to score leads before they are passed through to a CRM as a qualified lead. The theory of this is great, but building a scoring matrix that is relevant to your business can be very hit or miss. How do you know whether your scoring matrix is effective? Here are three aspects to consider when reviewing (which you should do on a fairly regular basis): 1/ Compare the lead score in your marketing automation platform with opportun

November 2, 2011 No Comments Full Story

5 takeaways from the Eloqua Experience, London, June 20-21, #EE11EU

5 takeaways from the Eloqua Experience, London, June 20-21, #EE11EU

A slightly delayed look-back on an intense, two-day customer event (involving hundreds of European marketers) lead us to the following conclusions on the Marketing Automation industry: 1. Maturing in adoption - whereas last year many people were still at the visioning or very early adoption phase, this year there seemed to be several practical examples from companies, such as Sony and Colt, showing real business benefits from their adoption of Eloqua, from response rates to a more conj

June 28, 2011 No Comments Full Story

Why engagement is about personality and process – stats (or facts?) from the IDM conference 18 May 2011

Why engagement is about personality and process  - stats (or facts?) from the IDM conference 18 May 2011

Yesterday’s soundbite of the day from the Institute of Direct and Digital Marketing B2B event had to be “Sales is a one night stand; marketing is an ongoing relationship”. What was evident in a forum discussing ‘Understanding and Engaging Customer 2.0’ is that: a/ there is an increasing debate about the value that marketing can bring to sales now it’s not all about ‘creativity and brand’, and b/ if marketing is to prove its value, customer engagement will be driven incre

May 19, 2011 No Comments Full Story

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