February, 2010 | motarme

What is Lead Management?

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If you increase automation in Marketing, you can generate more sales leads, make more sales and earn more money.  You can achieve scale.  In this post I look at Marketing Automation, and at one specific example of automation known as Lead Management.

What is Lead Management?

Lead Management and sales funnel

Marketing units in business-to-business companies spend a lot of their time trying to identify and obtain the contact details of people who might be interested in their products or services – this is ‘lead generation’.  They pass these contacts to Sales who pursue them and try to convert them to customers.

But the way Marketing units generate and handover contacts is often badly automated and inefficient, and these contacts are often not processed effectively.  Business-to-business Marketing Automation is a broad term referring to the use of technology to improve the generation of demand for products and services and the subsequent management of that demand to increase sales and revenue.  Lead Management refers to the specific processes around generating leads and managing them as effectively as possible to drive sales.  (Other areas in Marketing Automation include Campaign Management, Marketing Resource Management and Customer Analytics).

But how can you automate marketing?  Isn’t it all golf umbrellas, brochures, t-shirts, and tradeshows?  Well, there is a creative and branding element, but a lot of business-to-business marketing can be made more structured.  For example, to generate a contact, you can use traditional methods like tradeshows and telemarketing, but now we also have contacts coming in over company web-sites, through Google pay-per-click ads and from email marketing campaigns.  Read More

Social media and snake oil

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Who’s legit and who’s fake when it comes to social media? Two contrasting views on the topic come from Olivier Blanchard with his article “Is your social media director qualified?”, and “Attacking the social media lynch mob” by Jay Baer.

Olivier has high standards and trenchant views on who’s qualified to set the social media agenda.  He says there are three types of social media directors:

  1. the first type are “super smart, talented, experienced in a broad range of disciplines, have an established foot print in social media space”, are recognized as thought leaders and are passionate about what they do.
  2. type 2 “isn’t quite as savvy but isn’t lacking in talent, smarts and enthusiasm”.
  3. type  3 is “the bad type…. con artists… shams”. You get the picture.

I’ll let you self-diagnose.  Olivier goes on to provide some tips on how to spot your ideal candidate, including “applicant can tell a personal story involving either Digg, Seesmic or both”.  Scary stuff.  There doesn’t seem to be much room for the amateur enthusiast in this definition.

Jay Baer has a different outlook.  His view is “just because someone takes a more tactical approach to social media, just because they don’t measure ROI the way you do, just because they focus on small business and you don’t, does not mean they are charlatans… And this notion that you can’t be good at social media unless you’ve been doing it for years is utter crap.”

I’m inclined to agree with Mr. Baer.  There are a lot of bright people out there who are just beginning to turn their attention to social media, particularly those working in B2B marketing.  I don’t expect their lack of previous experience is going to prove much of a barrier, given the speed with which they’ve adopted and exploited a host of other technologies to date.

Anyway, I’d like your views on other categorizations of prospective social media directors. I’d particularly like to see some that are funny (humour wasn’t prominent among Olivier’s list of preferred characteristics).

A manager’s guide to Digital Marketing

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This is a presentation I gave recently on Digital Marketing, aimed at business managers.   The presentation lists the online tools you can use before describing each digital marketing technique in a little more detail.  Topics covered include web-site design and landing pages, Google pay-per-click advertising, search engine optimization, email marketing, online PR and various forms of social media.  You can find this and other more detailed guides on the main Motarme website too.

View more presentations from Motarme
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