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Fab MashUp #1

You Don't Know What You Don't Know

Thank you for being part of our community! These are exciting times for anyone working in B2B marketing and sales environments, where cloud computing is enabling business executives to improve their marketing and sales productivity levels faster than ever before.

Want proof? CRM vendors like salesforce.com actively promote the concept of cloud-based marketing automation. Mobile computing is taking over desktop environments, opening up lots of exciting opportunities to make sales teams more productive. But how do you keep track of all these new opportunities? 

Today's challenge is about selecting the right information sources.  It's not always easy to know where to go and whom to trust. If you’re new to the game, you might feel a bit overwhelmed. Fab MashUp, to the rescue!  We're using an old-school newsletter powered by new school marketing automation, with activity-driven content pointing to live social media news sources and back.

Why the name MashUp? Alright, it’s a pretty hip term. Today, social media application mashups are all the rage. So we got inspired and applied the idea to our newsletter. However, we also are creating actual app mashups as well. Our FabChat connector for Eloqua is our first “baby” but we're also working on other widgets that will make your marketing automation system even more robust.

Check out our newest offering and let us know what you think. We always encourage feedback, good or bad, as it truly helps us do our jobs better.  We encourage you to follow our other social media outlets, too, so you don’t miss what’s going on in the B2B and marketing world.


Your LeadFabric Team



Great news for iPad and PowerPoint sharing

Have you ever tried sharing PowerPoint on an iPad? If not, we’ll save you the trouble and tell you: it doesn’t play. But rest assured, we wouldn’t be writing this if we did not have a solution. Our friends at Brainshark have just released a new version of their SlideShark product.  The app is a perfect example of no-hassle-slidesharing on your mobile device, such as an iPad. SlideShark is still the best free app for viewing and sharing PowerPoint presentations on the iPad the way they were meant to be seen – with animations, fonts, colors and graphics intact. It’s easy to share presentations for on-demand viewing by others and track the results. 

Additional features we think are pretty cool include:  

  • Ability to download presentations to the iPad without an Internet connection

  • Presentation via projector or TV using VGA/HDMI adaptor or AirPlay via Apple TV (iPad 2 and newest version of iPad)

  • Use of Presenter Mode with slide notes, timers, animation counter and more (iPad 2)
  • Ability to open files from Box, DropBox and more

We’d also like to note that there’s a paid team edition that gives teams the power to have multi-user access to team content via permission-based folders. That’s not all. Team members can also easily manage users, content permissions, storage and billing. In addition, they can access valuable content usage analytics and viewing reports.
 Need the team edition? Check it out by starting a 60-day free trial now!


What's in a Name?

Why salesforce.com users are not necessarily enabled to do (online) campaign management

For a long time, CRM platforms such as salesforce.com have been touting marketing campaign management as one of their core offerings. At the same time it also has been the cause of some confusion. Maybe even more importantly, it has lulled their users into thinking that they are covered to address the challenges of running marketing  campaigns in a buyer-controlled world. 

Today, however, salesforce.com actively starts clarifying its old school narrow definition of campaign management, which is more about reporting, centralizing and managing campaign (meta) data. But not about managing the campaign itself.

Until now, salesforce.com positioned the term as if it was solely about reporting to users how a campaign performed. For example, it was addressesing how many people were invited to an event, how many registered, and how many actually showed up. Campaign management, according to salesforce.com, also provides the ability to analyze how many leads, deals, and associated revenues are generated by a campaign. 

As a result of their "campaign management" ability, salesforce.com lets you create additional, higher-quality leads and make smart decisions about where to invest the hard marketing dollars. This is indeed vital but again we think there's more. The campaign itself still needs to be designed, created and executed and thus .... managed. 


So what about the campaign itself? How do you segment your audience, and based on what attributes (only those in SFDC or is there more)?  How do you create the emails and landing pages, how do you facilitate lead data management, how do you determine whether the lead is qualified enough to get passed on to a receiving function? And how do you nurture those that do not reach the qualification criteria? In our minds, this is what campaign and program management also is about and it's usually enabled by marketing automation systems and not just a CRM system, which tends to fall short when it comes to really "managing" campaigns.

Check out this video from salesforce.com, where they show that there is more to campaign management. In fact, it's a pretty good piece of content that explains the whole process of how to engage with your target audience in easy to understand terms. Now, perhaps what remains is that Salesforce.com should just redefine their "campaign management" definition into something like “campaign resource” and “conversion reporting”?


Delivering Quality to Sales

Lead Scoring 101

Does your sales team ever complain about the quality of the leads they receive? Do they receive so many leads that they have to make an arbitrary choice about which ones to follow up on?

If you are a B2B marketer, you probably hear complaints like:  “Marketing is not providing us with enough qualified leads,”  “We are getting way too many cold and dead leads” or “We have so many leads that we can’t address them all.” Well, let’s put an end to those complaints, shall we?

In recent years, marketing automation has begun to provide a working solution for this problem, called Lead Scoring. The term has become increasingly popular among marketers over the last few years. This has led to more and more successful B2B companies implementing automated Lead Scoring programs in an effort to increase conversion rates and revenue.

Watch the video and you’ll see just how simple the technology setup is. It illustrates how to build a scoring model based on profile (demographics) and engagement (online behavior).



Looks pretty simple, right? Well, the technology part certainly is. The biggest challenge when it comes to creating a lead scoring model isn’t the technology. It’s the actual creation of a model that fits for your line of business, and that accommodates your sales and marketing processes. Does one model fit all? Is there a need for multiple models based on verticals or regions? 

Deciding what defines a qualified lead, what criteria to score on, how to weight them, and how to define relevant follow-up actions are all aspects that require careful analysis of your company’s sales funnel, based on historical data and best practices. Having the right tool for the job does not always equal success. You still need to provide the engine with fuel. And that is where we can help. Pick up the phone or explore our website if you want to know more. We’re always around to help!


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