Now Available from Marketo: The Definitive Guide to Lead Nurturing

New Workbook from Marketing Automation Leader Marketo Turns Lead Nurturing Theory into Practice

SAN MATEO, CA (August 04, 2009) –

Marketo, the fastest growing provider of marketing automation and revenue-building best practices, today announced the online availability of The Definitive Guide to Lead Nurturing, a comprehensive Marketo workbook that delivers the practical advice and do-it-yourself guidance required to turn lead nurturing theory into practice. Packed with 40 pages of expert commentary, real-world examples of high-performance campaigns and worksheets for calculating the ROI of lead nurturing, the Definitive Guide is a “must read” for any business looking for ways to improve lead quality, reduce cost-per-lead, and maximize revenue results.

The Definitive Guide offers something for everyone — from Incoming Lead Processing Campaigns and Stay-In-Touch Campaigns for beginners, to Accelerator Campaigns and Lead Life Cycle Campaigns for seasoned practitioners who are ready to enhance and optimize their existing lead nurturing programs.

“The Definitive Guide to Lead Nurturing is an excellent resource for B2B marketers!” said Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sales. “Whether you’re a novice or veteran B2B marketer, you’ll want to read the Definitive Guide to Lead Nurturing. This practical and actionable guide gives a clear framework, ‘worksheets’ and ideas to help you actually start lead nurturing not just read about it.”

“Lead nurturing is a hot topic with today’s CMOs and CXOs, but until now there wasn’t a comprehensive resource that marketers could use to put the theory into action,” said Jon Miller, VP Marketing at Marketo and author of the Modern B2B Marketing blog. “We listened to Marketo customers and wrote this workbook to help them formulate and optimize their lead nurturing campaigns. Readers can learn from relevant hands-on exercises plus practical tips based on real-world results. We are delivering this workbook in an easy-to-consume, e-book format at no cost to marketers in the spirit of advancing the dialog and turning up the volume on this high impact marketing strategy.”

The Definitive Guide to Lead Nurturing is filled with use cases and best practices on ‘How Marketo Does It,’ the blueprint that has fueled Marketo’s rapid growth from zero to more than 220 customers in only 15 months and an annual growth rate of 800% from Q2-2008 to Q2-2009. Marketo’s Jon Miller will offer a deep dive in advanced lead nurturing and calculating the ROI of lead nurturing in an August 19 webinar co-hosted with Sergio Balengo, Senior Analyst at MarketingSherpa. Register for the Definitive Guide to Lead Nurturing Webinar.

“The Definitive Guide to Lead Nurturing is a systematic, research-based look at how to approach your lead nurturing process,” said Todd Lebo, Director of Marketing and Business Development at MarketingSherpa, a research firm specializing in tracking what works in marketing (and what does not). “This Guide is packed with tips, tools, and best practices on implementing and enhancing your B2B lead nurturing programs. Take a few minutes to use the worksheets – it is well worth the time!”

The Definitive Guide to Lead Nurturing is a four-part series that can be accessed in its entirety by Marketo customers and registered web site guests. Part One: What Is Lead Nurturing is available now at no charge at Parts Two through Four will rollout on a weekly basis throughout August 2009, or visitors who want to access all four parts immediately can do so by registering.

“Whether you are trying to get your first lead nurturing campaign started or are looking to increase the effectiveness of your existing campaigns, this is a workbook for you” said Dan McCourt, Manager of North American Marketing and Communications at Southco, a leading provider of engineered access hardware solutions. “The step-by-step guides and worksheets are great tools that will help you organize and simplify your lead nurturing planning. The Definitive Guide to Lead Nurturing is must-read primer for serious marketers at every level of experience.”

“Calling a publication the ‘definitive guide’ sets the bar high, but the Marketo team has cleared it — with room to spare,” said Hunter Boyle, Content Marketing Director at MarketingExperiments. “There is no fluff or filler here; instead, marketers are treated to numerous lead nurturing strategies and ideas, backed by research, real-world examples and worksheets. If you’re looking for ways to drive more sales and improve the collaboration between marketing and sales teams, this guide is the place to start.”

Source: Marketo