October 28, 2009 08:08 ET

Marketing Automation Essentials Handbook Now Available From

Noted Lead Nurturing Authority Ardath Albee Pens Authoritative Guide for B2B Marketing Success

SAN MATEO, CA--(Marketwire - October 28, 2009) - Incorporated®, the leading on-demand marketing automation and email marketing platform, today announced the publication of "The Essential Marketing Automation Handbook: A How-To Guide for B2B Marketers." Written by noted lead nurturing authority and "eMarketing Strategies for the Complex Sale" author, Ardath Albee, the book outlines the 15 essentials of lead nurturing across the key topics of lead scoring, content creation, dynamic messaging, and pipeline acceleration.

"The Essential Marketing Handbook" is being released for free in three parts, with no registration required. Part One, "Using Lead Scoring to Create Sales Opportunities" is now available at whitepapers/leadScoringGuide/. Part Two, "Mapping Content to Buying Stage," and Part Three, "Optimizing Lead Nurturing for Pipeline Acceleration," will be rolled out over the next two weeks. The entire handbook can be downloaded by anyone who registers at .

The handbook is designed to help organizations come up to speed with Marketing Automation techniques and help measure the success of their efforts as they engage with prospects. The guide walks B2B marketers through a step-by-step process, including hands-on tools and worksheets, to ensure that they're armed with the best practices required to drive continuous prospect and customer engagement through the entire sales and marketing pipeline.

"'The Essential Marketing Automation Handbook' stands alone among 'how to' manuals with 15 components that help marketers leverage marketing automation and deliver upon their ultimate goal: helping sales sell," said Brian Carroll, CEO of InTouch and author of "Lead Generation for the Complex Sale."

By appropriately engaging according to the buyer's stage and readiness, B2B Marketers can confirm their key role in revenue generation. "Many organizations are just now adopting marketing automation technologies and techniques," says Scott Mersy, VP of Marketing and Products at "The handbook was created to take the mystery and complexity out of marketing automation while providing lead nurturing strategies and tactics that enable greater sales success."

By incorporating Albee's 15 points, B2B marketers create more holistic nurturing programs and see immediate, measurable sales results. "'The Essential Marketing Automation Handbook' is a 'must read' for B2B marketing professionals whose mandate is to provide sales with qualified sales opportunities that they will actually pursue and ultimately convert to revenue," said Craig Rosenberg, author of the Funnelholic blog. "What I like about the handbook is that it shows how lead nurturing can make Marketing more successful and Sales more productive by defining buying interest and then matching qualified leads to the sales pipeline."

For more insight, many of the topics covered in the handbook are further addressed in Albee's popular book, "eMarketing Strategies for the Complex Sale," available on

About is the leading provider of marketing automation, sales lead management and demand generation solutions that enable both marketing and sales users to quickly identify and connect with their best prospects, without IT. is a Sales 2.0 leader with over 500 corporate customers who use Genius solutions to automate email marketing and lead nurturing campaigns that deliver the most qualified leads directly to their frontline sales reps, so they can immediately follow-up on their best opportunities. is a privately held company funded by Accel Partners, Mohr Davidow Ventures, Emergence Capital, and Walden International, with headquarters in San Mateo, CA. For more information, visit

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