Marketing automation | motarme - Part 2

What is Agile Marketing?

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In software the term “Agile” with a Capital A has a particular meaning, not simply that you’re fleet-footed and flexible. Since 2001 the Agile Movement has been promoting a set of principles and techniques to improve the success rate in delivering software. The Lean Startup movement, driven by Eric Ries, has also promoted the use of Agile and Lean Manufacturing techniques in other areas of business. There is now growing interest in applying these techniques to Marketing. The potential benefits include faster delivery speeds, better outputs, less wasted effort, weight loss and improved concentration (… sorry, those last two were thrown in to make sure you’re paying attention). Read More

What is A Content Strategy and Why Do You Need One

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Content Strategy

If you want to generate web traffic and generate sales leads online you need to generate content.   In this post I take a look at why you need content, what kinds of content you need and how you can use it to generate leads.

Why do you need content?

Well, with digital marketing you are trying to bring people to a location on the web  – usually your company website.  When your visitors arrive at your site you want them to take an action –  register for a service, purchase a product or submit some kind of sales enquiry.

You have four main options for driving people to your website – paid online advertising, search engine optimization, social media marketing and email marketing/outbound marketing.  All of these forms of online promotion are more effective if you have good content, and some of them won’t work without it.   Read More

Digital Marketing for Startups

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Startup businesses need to get good at online marketing.  This is a set of slides I used for a one day seminar at National University of Ireland at Maynooth as part of the New Frontiers program.

Written by Michael White

Michael White is co-founder and Managing Director of Motarme, the Marketing Automation vendor. You can find him on LinkedIn and Twitter.

How Much Time Do You Have To Respond To Sales Leads?

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Web lead response times

Web lead response times – source: www.hbr.org

Time is money.

I was asked by a client at a business-to-business technology firm last week how quickly you should respond to a web-generated sales enquiry? My answer is “as quickly as you can, definitely within 24 hours or less”. An MIT study, discussed below, shows that companies that respond fastest to web leads make more sales.

My answer was based on a 2007 study called “How much  time do you have before web-generated leads go cold?” prepared by James Oldroyd of MIT (and previously at Kellogg University) and David Elkington of Insidesales.com.  Prof. Oldroyd carried out a Lead Response Management survey while at Kellogg and a second survey while at MIT and he published an update on the research in March 2011 with the Harvard Business Review (see “The short life of online sales leads”).  Then InsideSales delivered a joint webinar on the research with B2B Lead Blog in July 2011, “Research from Harvard, MIT Pinpoints Hard Lead Conversion Lessons with Easy Solutions”. Read More

How to Market Software-as-a-Service Products

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You’ve built a new software-as-a-service (SaaS) product. How do you acquire customers? This slide presentation describes how to drive traffic to your site, generate registrations and convert those registrations to paying customers.

Written by Michael White

Michael White is co-founder and Managing Director of Motarme, the Marketing Automation vendor. You can find him on LinkedIn and Twitter.

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