As an innovator of simplified financial services products, Jefferson National did not have a problem generating interest and qualified leads. The challenge came in effectively nurturing and managing them through the sales cycle. The marketing team had been working with a CRM services company to ensure they were maximizing Salesforce.com. Their database was solid. But as they grew, the volume of data they were generating overwhelmed the limited reporting functionality in their email marketing application and other hodge-podge online marketing apps. They began researching a new email marketing platform, and in the process learned that what they really needed was a fully-integrated marketing automation program that could unify all of their marketing efforts and fix their funnel.

Marketing automation myopia is an easy trap to fall into.  What is that ONE thing that will make us tons of money?  There is no one single lead generation strategy that will yield consistent results over time.  Marketing automation requires people, process and persuasive content.  Take a look at how orgs are preparing for success.

The most common question we receive is, “where do we start when implementing marketing automation?”.  By working backwards organizations can ensure their own success in a process that takes between 6 to 9 months of change.  When we know what we want to measure upfront, we ensure the outcome will produce measurable results.

This video discusses the importance of lead management PROCESS.  We shout the work process because developing a tested and scalable process is the most important factor in the B2B lead management cycle.  Too many marketers are working hard at broad based initiatives but don’t truly nurture leads over time.  This video discusses the LeadMD process.

Taking a look at the science behind developing great content.  As we all know content powers conversational marketing and allows marketing automation software to “speak” to our buyer.

“People, process, technology”— a key organizational mantra for new technology rollouts — is especially critical for marketing automation. Gray highlights the need for organizations to embrace all three components to effectively develop a “buyer persona” and understand how to speak to prospective buyers. Additionally, Gray discusses the attributes of a successful marketing process. To learn more about the role of process in marketing campaigns

This video covers three ways to help you fix marketing automation implementations in order to ensure you see a return in marketing automation software purchases. Marketing automation presents a unique opportunity to re-evaluate, re-formulate and change but a comprehensive approach must be taken in order to determine what metrics will drive an organization from a revenue perspective.

How do you measure true Social Media Success? It’s crucial that businesses measure their Return on Investment (ROI) with their Social Media campaigns. One important component here is the customer lifetime value (how much you can expect to make from each customer over the lifetime of your engagement with that client). Using Social Media for client retention is one of the best uses for the platform.

Justin discusses the most important criteria for building an effective marketing automation strategy. The focus on people as a driving force is a specific highlight as Justin explains the value behind expertise and people to drive the process in successful marketing automation strategies.

Justin Gray of LeadMD discusses email’s role as a tool for revenue performance management. Email marketing is less about email validity and more about general communication preferences. Email marketing is a crucial component in demand generation and marketing automation.