Enjoy browsing through our selection of relevant articles, web sites and readings suggestions.
Please note that bNurture is not responsible for any content provided in any web site links listed below. Read our disclaimer for additional information.
Useful sites
- Do you Really Want Relationships?
This article by David Maister highlights the differences between a relationship versus a transactional approach to customer relationships.
- How to nurture leads
This step-by-step guide by Marketo explains the different components of a lead nurturing program and how to turn lead nurturing theory into practice.
- James P. Cecil Company, Inc
Is a nurture marketing consulting company: You’ll find great nurture marketing articles on their site, most of them being signed by Jim Cecil himself.
- MarketingProfs.com
Don’t be fooled by the name. Search their archives by topic or keyword. They often have great articles though access to some of them requires you to become a member but it’s well worth the cost.
- FirstResearch
An excellent resource when you want to provide your sales professionals with quick facts about an industry or vertical. The industry profile and Call Prep Sheets are thorough and accurate though the data typically pertains to the US market. You can also use it to find relevant info for your nurture marketing program.
- getAbstract
This site allows you to purchase business book summaries in pdf, mp3 or BlackBerry formats. It is very useful when you want to stay informed but do not necessarily have the time to read the entire book.
- Lead Nurturing – Dating for B2B Companies?
Have you ever thought of comparing B2B marketing to the dating process? Jon Miller tells you how to seduce your future qualified prospects. You will need to register to download the rest of the whitepaper.
- Sales Lead Success Checklist
A very useful checklist by B2B sales and marketing expert Mac McIntosh to make sure that all your lead generation $ do not go to waste!
- Marketing ROI Calculator
An interactive Excel spreadsheet by Mac McIntosh to help you determine the realistic number of marketing touches, inquiries and qualified sales leads needed to meet your company’s sales revenue objectives.
Books
Strategic Database Marketing
By Arthur Middleton Hughes – While most organizations are convinced of the value of having a good marketing database, many do not know where to start. The best thing about this book is that it is practical. It explains key concepts clearly and includes case studies adding real-world application. Did you know, for example, that Lifetime Value is the most important number in your entire database? Why? Because it has already factored in all of the other important numbers: retention rate, acquisition cost, marketing costs, etc.
Nurturing Customer Relationships
By Jim Cecil and Eric Rabinowitz – If you are new to the concept of nurture marketing, you should probably start here. This book uses insightful metaphors to explain the concept of nurturing, but it also provides practical and actionable advice on how to start a Drip Irrigation Campaign. A good read for those who want to go beyond simply picking the low-hanging fruits.
Duct Tape Marketing
By John Jantsch – Sticky title for a book that is full of practical marketing ideas that will help you build a strategic and systematic approach to marketing. Duct Tape may not be sexy but it works 100% of the time. And if you are pressed for time, watch John’s webinar “The 5-step conversational marketing plan.” It is less than one hour long and well worth the time.
Lead Generation for the Complex Sale
By Brian J. Carroll – An interesting book that dedicates an entire chapter to lead nurturing. You’ll learn the tangible benefits you can expect from lead nurturing, the components of a lead nurturing program, and the implications for your database.
Marketing Metrics
By Paul W. Farris, Neil T. Bendle, Philip E. Pfeifer, and David J. Reibstein – Use this book as a reference to design a marketing dashboard, or simply identify the metrics you need to track to maximize marketing ROI. The chapter on customer profitability was of particular interest to us as it deals with metrics that measure the performance of individual customer relationships –
an important aspect of any nurture marketing program.
Influence – The Psychology of Persuasion
By Robert B. Cialdini, Phd. – If there is only one psychology book you should read, that’s the one. Cialdini clearly explains how influence is based on six key principles: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. The multiple real-life examples make the concepts so easy to grasp and the reading very enjoyable. Once you’ve read the book, try to determine how you could apply the six principles to your nurture marketing plan.
Rain Making: The Professional’s Guide to Attracting New Clients
By Ford Harding – This book has been written to help professional services organization market their firm. From organizing a seminar to getting PR attention, the book serves as a “How To” guide with simple and applicable suggestions.
The Trusted Advisor
By David H. Maister, Charles H. Green & Robert M. Galford – We should call this one “The Bible,” it contains everything we believe in re: customer relationships and we make every effort to apply it in our day-to-day business. David Maister also maintains an inspiring blog and he’s authored or co-authored many other books and articles. Find out more on his web site. A must-read.
The 22 Immutable Laws of Marketing
By Al Ries & Jack Trout – The “fathers” of positioning have summarized in this short (132 pages) but invaluable book the
22 marketing principles that govern success and failure in the marketplace. While some of the laws are more applicable to large organization designing national advertising campaigns, they should not be ignored by smaller organizations, who can’t afford to make those costly mistakes.
Focus
By Al Ries – You may argue that the book is a bit outdated but when you consider real-life examples such as Cherry Coke, Vanilla Coke, and Coke Lime, you have to admit that Al Ries still has a valid point with the importance of remaining focused.
Other resources
iStockphoto: professional images for as little as $1!
Professional photographers and hobbyists sell their own images, illustrations, animations, and videos to everyone. Considering all images are at $1 and up, it is often much cheaper to buy an image than to take the picture yourself. The site’s navigation bar and search engine are very user-friendly, which makes it an enjoyable experience. Hundreds of pictures are added every day. Try it now! iStockphoto can really enhance your communication!
