How to run a successful lead-nurturing campaign

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November 10, 2011 CONNECT WITH SMARTBRIEF Share | Sign up | Archive | Advertise The Leaderboard    Leadership tips from Man United's Alex Ferguson Alex Ferguson has led Manchester United, the vastly successful and highly profitable British soccer team, for 25 years, and has proven to be a master at extracting talent from his players. Among his top tools for doing so: fits of halftime rage known as "hairdryers" for their ability to shock players into performing better. Ferguson "could reasonably be described as Britain's Steve Jobs, given his unorthodox, talent-obsessed and sometimes bruising approach to making something beautiful," writes an Economist Game Theory blogger. The Economist/Game Theory blog (11/8)      How are technology leaders adapting to the change and complexity that mark today’s economic landscape? Read this white paper to identify the 4 patterns, or mandates, employed by CIOs when leveraging business and information technology to innovate. Learn how each pattern indicated a distinct approach to IT leadership, and are derived from specific organizational needs. Sales Strategies    How to keep your channel-management team at the right size Correctly sizing your channel-management team is essential to keep partners working with your business, writes Carlos Vidal. A number of factors can contribute to poor sizing, including the rapid acquisition of new partners, he notes. To make sure your team can handle the load, evaluate your partners and the amount of work they generate, he writes. Sales Benchmark Index (11/9)      Align sales and marketing to prepare for success in the new year Besides trying to end the year on a positive sales note, it's also time to evaluate your organization and make sure you are situated for a winning 2012, writes Bob Apollo. One critical step is to make sure the sales and marketing departments are on the same page -- marketing must not generate poor leads, and the sales team must follow through with its training efforts, he writes. Inflexion-Point.com (U.K.)/The Inflexion-Point Blog (11/8)      How to run a successful lead-nurturing campaign Many qualified leads that check out your company's website aren't ready to make a purchase, so effective lead-nurturing efforts are vital to turning them into paying customers, writes Maurice Rahmey. Successful lead-nurturing campaigns require segmenting your audience so you can send them relevant content, he writes. You must also keep in mind where they are in the sales funnel, he writes. "It's important to plan ahead and know the path you want to take your lead so [that] they're eventually 'sales-ready.'" B2C Marketing Insider (11/9)      Logistics is much more than the movement of goods and services. It's also your pre-game strategy. Before you step on the court, you need the right players running the right plays at the right time. Learn more about those key plays in this free whitepaper from UPS and get in the game of logistics. Daily Data Points    Hackers are accused of a massive click-fraud scheme Eastern European hackers took control of as many as 4 million computers around the globe as part of a fraudulent advertising scheme that netted about $14 million, law enforcement officials say. The FBI says it has charged seven people on suspicion of running the massive click-fraud operation. Officials say the hackers preyed on visitors to sites such as Netflix, ESPN and the Internal Revenue Service, using malware to steer visitors to sites that generated improper revenue. PC Magazine (11/9), Bloomberg Businessweek (11/10), The New York Times (tiered subscription model) (11/9)      Other News U.S. economic growth picks up, economists say CNNMoney.com (11/8)      Report: Mobile-marketing ad spending will increase steadily MediaPost Communications/Online Media Daily (11/9)      How to Master the Art of Content Marketing Learn how to turn content assets into online consumer engagement and higher web conversions. In this report, you’ll find: • An overview of content marketing strategies and solutions • Keys to content development success • Must-haves for content publishing and distribution On the Road    Building muscles while you build frequent-flier mileage While building up miles to keep or improve your frequent-flier status, don't be afraid to work in a muscle-toning workout, this travel writer suggests. "With just a few emails and a couple of days of planning, it's possible to turn a layover, a weekend between business trips or a mileage run into an active getaway," Tom Sims writes. See how he spent his weekend getaway to Sydney. The New York Times (tiered subscription model) (11/4)      App Update    New app could help you break bread with LinkedIn contacts A new iPhone application called "LunchMeet" uses LinkedIn to help you find contacts that can meet for a meal or drinks. The app is designed to strengthen contacts through in-person meetings, developer Taylan Kay says. Mashable (11/8)      Other News Kindle Fire shows strong demand and could outpace iPad's opening sales CNNMoney.com (11/9)      How to Safeguard Against the Latest Cyber Threats Listen to Tom Cross, threat intelligence manager for IBM X-Force, as he discusses the security landscape and latest results from the newly-released “IBM X-Force 2010 Trend and Risk Report,” an in-depth analysis of more than 150,000 security events collected per second during 2010. Featured Content    Create Content That Search Engines Love Susan Kuchinskas 5 Things Entrepreneurs Can Learn From Steve Jobs Todd Wasserman Small Business Snapshot: Bernanke Asks Gov. To Help Small Biz Katie Morell The 4 Laws To A Perfect Elevator Pitch (And How To Create One) Neil Patel What Smart Entrepreneurs Know About Engaging Their Customers Scott Ginsberg Making Small Talk  Art once considered a caveman fantasy is likely based on reality Research has found that cave paintings once thought to depict imaginary animals might in fact show creatures that actually existed in ancient times. Previous research had indicated that, during the Stone Age, horses were only were only black or bay colored. But analysis of ancient fossils has determined there were likely also white-spotted horses, such as those depicted in the paintings. Yahoo!/Live Science (11/8)      Position Title Company Name Location VP, Sales and Marketing Atlantic Media Company Washington, DC Inside Sales Executive (ISE) FuelQuest Houston, TX Sales Training & Mgmt Development Consultant Colonial Life Columbia, SC Click here to view more job listings. SmartQuote  Timing is everything so if you send the wrong message at the wrong time you may screw up your chances of converting to a sale." --Maurice Rahmey, inbound marketer at HubSpot, writing at B2C Marketing Insider      SmartBrief on Sales Partners SmartBrief delivers need-to-know news in over 100 targeted email newsletters to over 3 million readers. All our industry briefings are FREE and open to everyone—sign up today! 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