Marketing Automation Feed

Marketing Automation Quick Wins in 30 Days - Justin Gray CEO LeadMD

Transcript: Interview with Justin Gray of LeadMD.    This is a literal transcript, authentic and unedited.  Or listen here while you work. 

 Jim:                               Welcome to SLMA radio. I am Jim Obermayer the host for Sales Lead Management Radio coming to you on behalf of the 8400 worldwide members of the SLMA. SLMA Radio is a syndicated show and our archives have 357 shows and 400+ executive interviews. Our producer is Paul Roberts and we’re coming to you live from our studio in Costa Mesa California.   SLMA radio is part of the SLMA Live network (now Funnel Media Group) which produces radio programs for business network listeners. You may subscribe to our shows through iTunes and Stitcher radio. We’ve got a special guest today and a special title.

                                Justin Gray is the CEO and marketing chief evangelist of Lead MD. They are a sponsor of the SLMA and the subject this week is marketing automation, quick wins in 30 days. 

                                Marketing automation has a lot of promise, no doubt about it, it’s a growing but how do you turn promise into definable wins? Justin is going to tackle that today.

                                Mr. Gray has been involved; he’s a strong voice for demand generation, value-based marketing and conversational best practices. He’s a recognized speaker, he’s published over 250 articles in industry publications and meanwhile his marketing blog, The Marketing Evangelist is one of the top marketing blogs.

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Cartoon for the Weekend: Make Sure Your Marketing Automation Touches Are Applicable

You have permission from the Sales Lead Management Association and the Cartoonist, Stu Heinecke to copy and distribute this cartoon as is with attribution!


It isn't always easy for marketing to give prospects (and customers*)  appropriate content.   It's far too easy to snatch "something," jam it into the automated system and not think-out the needs of the end users.  It isn't enough to have your name on something and think that the touch is delivering something of value.   Garbage-in, Garbage-out;  deliver value every time.


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If you rearrange your website, don't forget to check inbound links.

Technology, security and more are constantly evolving. We have to stay on top of our websites. We need to clear out clutter, outdated items and more. But when we do BIG updates and restructure our sites, we have to remember to go back and check for fallout, or the fall-off of inbound links due to errors.

The SLMA has sponsors. 


Each sponsor gives us a link to their site for their banner ad. Most of them send us a link they can track. BUT, when these sponsors change marketing team members, structure of their site, campaigns, the links most likely will change resulting in a 404 error when people click on the ad. This makes us look bad. We have clicks but they show no conversions due to the 404. 

A great way to see what is happening is to use the search console from Google (FREE) to check for errors in the inbound links. You can see what pages are having issues and who is linking to them. This is a good task for an intern or marketing assistant to check monthly. Doing this will help you correct issues, connect with companies that believe in you enough to link to your content.

Hey, don't forget to check drip campaigns and email marketing templates, too. Once we set up these auto-pilot types of campaigns, we forget that if we restructure the links, change our provider on squeeze pages and more, we break our drip campaigns which will increase our unsubscribes and grumpy recipients. These are great tasks to add to a quarterly calendar. We have found in the past that once in a while we have a typo in a link, but then we share that same content or post with some reworking bringing along the broken link, so we perpetuate our own 404 errors. Search console will help you find those types of errors, too.

While you're at it, send the people linking to broken pages a thank you and the URL with corrected link so they can quickly find it and update it. If you make it easy, they will usually do it for you. 


Tips on Using Marketing Automation for B2B Industrial Companies: Listen While You Work

 Listen to Fred Yee as he gives advice on converting sales leads that have a long sales cycle. 

Long Sales Cycles are difficult enough for salespeople to keep top of mind, much less gearing up a marketing automation program to do it for you. Too many marketers are so short of content that the longer the sales cycle the more likely that the content and communications may be lacking in specificity for each prospects need.  During this live program, Fred Yee, CEO and founder of ActiveConversion discusses how to use the “smarts” in marketing automation to your advantage for long sales cycles. The host is Jim Obermayer.

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