Lead Management & Marketing Automation

This week there are a couple of interesting Lead Management events, so I thought I’d share them with you in a short blog post:

• Hubspot Show & Tell, new features including lead management, June 8th (tomorrow)
• Genius Demand Gen Academy, series of 12 webinars, starting June 9th
• MarketingSherpa Lead Management webinar, June 10th (sponsored by Eloqua)

Hubspot Show & Tell

Hubspot is best known for their Inbound Marketing evangelism and a software product that helps small to medium-size companies generate leads through search engine optimization and social media. They are taking some steps towards lead management, and will be showing their email marketing and lead nurturing capabilities in this webinar. It’s not a full-blown marketing automation system (not sure if they want to go there either), but it’s interesting to see them adding these features.

More info & registration »

Genius Demand Gen Academy

The Demand Gen Academy is a free online learning program to help you master the process of demand generation with practical, hands-on training. It covers Demand Generation, Lead Management, Return on Investment and Inbound Marketing in a series of 35-minute webinars. There is a webinar every Wednesday for the next 12 weeks. You will earn a Demand Generation Certification badge if you successfully complete the exam. I’m co-presenting the email nurturing session this Wednesday.

More info & registration »

MarketingSherpa Lead Management Webinar

The full title of this event is “Lead Management: Tackling the Top 5 Questions about the Lead Cultivation, Qualification and Hand-Off Process”. It’s presented by Sean Donahue, Editor, MarketingSherpa and Jennifer Horton, Best Practices Consultant, Eloqua. During the webinar, they will cover practical strategies that highlight the best way to attract new leads, how to find the right approach for the type and timing of messages, and when to complete the transition to sales.

More info & registration »

Today MarketingSherpa’s Email Summit started in Miami. It is focused on advanced email strategies, which is an important part of the demand generation process. Most of the case studies seem to be B2C rather than B2B. The focus is on list- and trigger-based emails and on landing pages, rather than on the full Lead Management Automation functionality. Nevertheless, there are lots of interesting advanced email topics that are just as relevant for B2B demand generation specialists.

Unfortunately I can’t be there, but there is live coverage via Twitter.

Some highlights from the agenda:

Email Strategies

• Using email in conjunction with social media campaigns
• Combining List- and Trigger-Based Campaigns
• Using direct mail with dynamic printing to recover email addresses

Email Analytics

• Integrating web & email analytics for better conversion
• Using Artificial Intelligence to predict prospect behavior

Email design

• Leveraging user-generated content
• Mobile email marketing
• Cross-channel: using SMS and instant messaging

Landing page design & Personalization

• Post-click personalization based on the “wisdom of the masses”
• Optimization by focusing on specific actions

Testing

• Using multi-variate testing to optimize conversion and sales
• Using Email Control Groups for cost justification