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Users of marketing automation improved their win/loss rate by 5% while non-users suffered a -1.2% decline?


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July, 2010
May, 2010
April, 2010

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Company’s coming!


No two words inspire more frenzy than “company’s coming!” People spring into action to clean house, and to make sure their welcome guests will stay, and any less-welcome guests will at least leave quickly but with a positive impression.


With the economy slowly improving, b-to-b marketers have recognized that company (i.e., leads) will be coming. Cleaning house means cleaning the data. Business marketers are renewing their focus on this fundamental of marketing, and this month we feature a case study of BT Exact that explores how the telecom firm ensures the accuracy of its data sources.


Lead nurturing is the b-to-b marketer’s version of helping “good guests” to feel welcome, while politely disengaging from others. It’s an essential capability, and Eloqua’s Steve Woods offers expert suggestions in “Nurture to Win,” an excerpt from his book, “Digital Body Language.”


In Industry News of Interest we offer a collection of news that’s impacting the world of B2B marketing.


As always, we appreciate your questions and comments. Send your feedback to
b-to-bSolutions@harte-Hanks.com or call (800) 470-3623.

In this Issue:

Nurture to Win


(an excerpt from “Digital Body Language” by Steve Woods, Chief Technology Officer of Eloqua)


Marketers must continually refine their abilities to identify a prospect’s stage in the buying cycle and associated buying interest and ensure that the prospect receives the corresponding message that is appropriate based on those stages and interest levels. Failure leads to a process mismatch where an “early” pros-pect can be deemed unqualified and dropped from a sales funnel simply because it was not in an active buying cycle at that moment.


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