10 Bite Sized Steps to Automate B2B Marketing

Firas Raouf

March 22, 2010

Good read from Acton… Key takeaways are that automating demand generation is not all about lead generation system implementation or CRM implementation… It is not about the system you deploy… It is more about the process and the people you put behind the systems.

The 10 Steps covered in the paper include:
1) Defining Your Lead Process
2) Developing A Contact Database
3) Connecting Email & Web Channels
4) Creating Campaigns
5) Adding Analytics
6) Aligning With Sales
7) Scoring Leads
8) Segmenting Your Messaging
9) Nurturing Leads
10) Measuring Pipeline Impact

More resources on the topic:
Bulldog Solutions Resource Library
Marketo Resource Library

I have found that expansion stage software companies generally fail in their implementation of a lead generation system such as Acton, Marketo and Manticore. From my perspective, these implementations fail because of a failure on the part of the marketing function to appreciate the complexity required to design an effective lead management process.

The Chief Executive Officer

Firas was previously a venture capitalist at Openview. He has returned to his operational roots and now works as The Chief Executive Officer of Everteam and is also the Founder of <a href="http://nsquaredadvisory.com/">nsquared advisory</a>. Previously, he helped launch a VC fund, start and grow a successful software company and also served time as an obscenely expensive consultant, where he helped multi-billion-dollar companies get their operations back on track.