Entries by John Stone

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Lorman Education: Using Digital and Social Media to Acquire and Expand Client Relationships

Join us at our upcoming Lorman Education Services live webinar Using Digital and Social Media to Acquire and Expand Client Relationships on May 7 at 1 pm ET. This educational webinar is tailored for financial advisors and professionals who would like to navigate the role of social media and digital marketing to grow your professional practice.

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Selecting Marketing Automation and CRM Solutions

Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web,  research with influencers and engage 1:1 with sales people.   An effective buyer experience across a dynamic buyer’s lifecycle requires that your revenue architecture is designed with a coordinated closed-loop process supported by integrated technology stack.

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Do I Really Need Marketing Automation?

Marketing Automation is of particular value when pursuing a higher volume lead generation or demand generation model.

In a recent Quora post, we answered a question about the value of marketing automation. If you generate – or seek to generate – a high volume of leads (100+s) from the web from self-directed buyers, then yes, you will value having a Marketing Automation platform.

Consider Marketing Automation as part of a broader “technology stack” – there is the “Martech Stack” and the “SalesTech Stack” – we look at these together as the “RevTech Stack”

Their are a number of leading players in marketing automation – Marketo, HubSpot, Eloqua, Pardot, SharpSpring, Act-On, Infusionsoft, Mautic and others.

Prices range from a few 100 per month to many $1,000s – a lot is based on volumes (size of lists etc), but there are also a wide range of feature sets.

It is difficult to recommend any one system. We use SharpSpring, Pardot, HubSpot and Marketo. All of these are solid systems. Consider the integration and platform ecosystem (e.g. Pardot is part of the Salesforce Cloud).

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Knowing Is Growing: Identifying Your Ideal Customer or Client

Effective Asset Management buyer engagement begins with an understanding of the ideal customer or client and influencers for your products and services. Your marketing success will depend on strategies and programs that rely on accurate identification and targeting of market segments. Depending on your business model, you will target a variety of different audiences. An asset […]