Over the past few weeks, we have been showcasing the leading vendors in the marketing funnel. All this has led to our latest infographic, Lead Farming: Three Steps to Grow Leads. Lead generation is a process. Like a crop, you can’t just acquire a raw lead and bring it to market. Leads have to be nurtured over time before they can be properly harvested. We identified 40 enterprise vendors that help marketers better farm their leads. There are three main stages of lead farming: Planting a Lead, Nurturing a Lead and Harvesting a Lead. This week’s VendorStack represent the three stages in the lead farming marketing funnel: LeanData, ActiveCampaign and GoodData.
You can download the infographic here (registration required).
Planting a lead
First, identify and contextualize the lead. Get more than just a name and number. Make sure you get information to understand where they are coming from. Among the vendors in this stage, we chose LeanData because they recognize the importance of having normalized data across all your channels and tools. LeanData provides a turnkey, fully managed service to ensure the integrity of your vital business data. Evan Liang, CEO & co-founder of LeanData, estimates:
LeanData’s combination of a native salesforce app, algorithms plus on-demand human intelligence has shown to decrease the cost of managing list uploads by 75% and increase the turnaround time by 5X.
Nurturing a Lead
Now that you have your lead, you have to nurture them with various touch points to better qualify them. Make sure your leads see you as a source of industry leading information. Email marketing remains a critical tool for marketers. This is probably why we have more than 30 email marketing vendors on VendorStack. To narrow the list down, we identified 14 vendors that service a wide range of customer archetypes. ActiveCampaign, in particular, has shown to be very effective with small and medium sized enterprises and with their social media integration. Adam Tuttle, Partner & Business Development at ActiveCampaign urges:
TEST TEST TEST! Way too often email marketers get caught in the rut of sending the emails formatted the exact same way with only changing the content as needed. However, not all emails are the same and not all emails have the same goal. Try placing the call to action in a different place, changing the formatting, mixing up the balance of text vs. images. If you don’t know where to even start making these types of changes ask these two questions:
1. What is the goal of the email?
2. What changes might help the goal succeed? Test variances from the answers you get.
Harvesting a Lead
Now that your leads are engaged, it’s time to take them through the end of the marketing funnel towards your sales team. These vendors all help bubble up leads that are ready to be harvested. Leads are only as good as the data that has qualified them. The rise of data and analytics to marketing has fundamentally changed how resources are allocated in the sales and marketing stack. Leads can be properly scored based on the effectiveness of a campaign or a channel, thanks to these data analytics vendors. Our last vendor, GoodData does this in spades by converting big data into profitable insights and strategies for business executives. John Rode, Senior Director of Marketing at GoodData suggests:
Don’t get blindsided by a sudden lack of production by your marketing or lead development team! Use end-to-end analytics to deliver metrics that tell you immediately whether marketing is on track to deliver on its goals. And ensure your marketing KPIs map directly to the strategic success of your business.
If you want to learn more, be sure to download the full infographic (registration required).
We want to thank all the contributors to our infographic, including representatives from the following vendors: Adam Tuttle (Active Campaign), Jeff Epstein (Ambassador), Andy Turman (Bizible), Tony Cappaert (Contactually), Katya Constantine (Digishopgirl), Steve Woods (Eloqua), Dan Hoffer (Engajer), John Rode (GoodData), Evan Liang (Leandata), Koka Sexton (LinkedIn), Jana Fung (Mixrank), Darren Waddell (Radius), Anneke Seley (Reality Works), Chad Jackson (Sendicate), Ryan Buckley (Toofr).