Fake-Forward Emails: The Pros and Cons

Previously, I posted a blog on signature-driven emails, along with 10 tenets to follow when using them. In today’s post, I focus on one type of signature-driven email – the “fake forward.” A fake-forward email is a signature-driven email that looks as if it was forwarded to the recipient.

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A SiriusView on Marketing Automation Platform Providers

Today, a press release announced that SiriusDecisions has published its first SiriusView™ on the marketing automation platform (MAP) market. This research study features reviews of 12 leading MAP vendors: Act-On, Aprimo, Eloqua, eTrigue, IBM Unica, LoopFuse, Marketo, Neolane, Pardot, Sales Engine International (formerly Manticore Technology), Silverpop and TreeHouse Interactive. They were scored on their depth of functionality, essential elements (services/support) and vendor strength.

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B-to-B Sales and Marketing Haikus: Sales Enablement

Here’s another installment of haikus dedicated to b-to-b sales and marketing. This edition addresses sales enablement, the purpose of which is to ensure that reps have the skills, knowledge, behaviors and tools needed to engage buyers through multiple channels.

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Get a Jump on Spring Cleaning, Starting With Your Sales Portal

Think about your sales force. When reps ask where to find content, have you pointed them to the sales portal and given an answer that resembles the following: “It’s somewhere in there. Near the product brochures link, I think." Not only does this frustrate your reps, but you run the risk that reps will recreate content on their own, using outdated material and spreading the word that the portal is disorganized. Your content providers will also be frustrated, viewing the sales portal as a digital dumping ground that does not provide enough feedback to help them polish the material that already resides there.

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The Evolution of Field Marketing in EMEA

During the holidays, many of us made a 2013 resolution list. My list includes fixing my back problem, teaching my 3-year-old to swim, attending Pilates more regularly, and the list goes on. Based on my conversations with EMEA CMOs at organizations of all sizes and industries, one resolution consistently tops their list: Redefine the EMEA field marketing function.

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What Is Lead Scoring, Anyway?

I have never found a description online that succinctly explains what exactly lead scoring is, and the value it can drive in a b-to-b organization. With this in mind, I have laid out SiriusDecisions’ perspective. Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority.

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When Reporting on Marketing Performance, Think Switzerland

From time to time, I’m asked where formal responsibility for marketing measurement should sit within an organization. I have to fight the urge to just blurt out “Switzerland.” While I’m not seriously advocating offshoring your marketing, Switzerland has an historic reputation of remaining neutral in international affairs. And when it comes to desirable characteristics for marketing reporting, I’d place neutrality toward the top of the list. Think about it this way: marketing performance reporting should provide a shared view of what’s really happening. It needs to answer questions like: What can be proven? What can be inferred? What can be learned? What’s going well? What must be changed?

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What’s the Best Way to Announce a Price Increase?

There comes a time in every product’s or solution’s lifecycle when a price increase must be executed. As we’ve seen in the last several years, prices of raw materials can rise as a result of natural events or increased demand. Costs can also rise due to inflation. Whatever the reason, the increase should be announced – but in a carefully planned manner. The following is a list of best practices.

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Marketing Qualified Leads: Reasons for Rejection

Clients often ask us what reasons organizations commonly use to disqualify MQLs from becoming sales accepted leads. To answer this question, I have listed the most common MQL rejection reasons used in effective lead management processes. Please note that the number of reasons for rejection should be limited, to ensure usability on the part of sales. In addition, no values should be included that exclude marketing from triggering active recycled nurturing or refining the lead management process. Here are some MQL rejection reasons you might consider using.

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