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September 15, 2009


Steve Woods

great points, and the business case is always an interesting discussion. Looking for a business case in optimizing existing processes is not going to show the right answer. It's only in enabling business processes that were not possible prior where the business case really shows value.

Your point #5 is key - using follow-up and nurture to begin to plug leaks in the funnel early on, and thus eventually convert those leads to deals. That is where there's a lot of value.

Kim Albee


Thanks for the post -- what's cool is that once people see that putting these follow-ups in place isn't that difficult to think through - and they start to see the benefits, it really is a sense of freedom for what they see is possible.

And I cannot overemphasize the importance of relevant content - because it doesn't matter what tools/technology you employ if you don't have relevant content that is a match for your lead's interests, then you will struggle with marketing automation.


Good post, Kim. Having a holistic view of a prospect and seeing everything in one place is imperative and is the main reason that Find New Customers uses Genoo. But the thing that most marketers overlook when selecting marketing automation is the need for a content management strategy and process development to engage prospects. As I like to say, marketing automation is a power tool -- it can build crap very, very fast. That's why content and process are essential.

Jeff Ogden, the Fearless Competitor
Find New Customers

Margaret Johnson

Great points. From my perspective, though, the main challenge is that many "marketers" don't know how to market. They are the pen and coffee mug buyers, and the PowerPoint jockeys, and have no clue about how to set an editorial calendar let alone programmatically think about how to best contact and nurture leads. As we like to say here at Oakwood, "when you automate bad process, you just get to chaos faster" and the email marketing bandwagon is a great way to achieve chaos. Planning and process is critical. I am personally challenged still with some of this - from the collecting and writing of "contagious content" to the publishing of that content to the dripping of that content on the unsuspecting heads of clients and prospects - it's bigger than most seem to recognize. Just this morning, I got an automated email from someone who thanked me for visiting their booth at Dreamforce. Um, I didn't attend Dreamforce. Then (ready to LOL, kind people?), right after the email greeting the next part was LITERALLY, as follows:


OMG. Start with the bad data - I didn't attend the conference and have never heard of this company - and end with the fact that I still have no idea what this company does, and you've got a great example of bad planning leading to bad execution.

So - my point in all this is that the world of lead nurturing requires a lot more discipline than most people seem willing to give it. To be consciously competent requires a plan and a process and means by which to execute against both.

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