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| Page 1 of 1 | Previous | Next | FUNNEL FOCUS AUGUST 1, 2011 Content Marketing Strategy – Step 1: How to Perform a Content Audit With the increased attention on content strategy and how it drives the buying process, the content audit is becoming a routine exercise for many b2b marketers. If your organization has not performed one, I would highly recommend it. Tedious and time-consuming as it may be, it’s well worth it and will pay off when you’re developing lead nurtures and building your content strategy. recently completed a large content audit and thought I would share my approach and some tips that might help save you some time and get a comprehensive audit done. The Preparation. The Audit. Yes or No. The Take-away. | FUNNEL FOCUS MAY 11, 2011  Interview: Brian Hansford Shares 5 Tips on Lead Nurturing for the Complex Sale In the B2B market, long, complex sales cycles come with the territory and can last anywhere from 6 months to 3 years. Therefore, lead nurturing is a critical part of many organizations' sales processes. In the Lead Nurturing Cookbook , we offer a recipe for building long-term lead nurturing processes marketers can implement using their marketing automation platform. | | | | | |
| FUNNEL FOCUS MARCH 31, 2011  Interview: Tibor Shanto Reveals How to Use Lead Nurturing to Prevent Sales Funnel Leakage In today’s b2b environment, connecting with buyers over the phone and in one-on-one meetings is becoming increasingly difficult. Sellers may only want a small amount of time, but today's crazy-busy buyers are stingy with it, which is why salespeople need content to support their message and convey their value proposition. Tibor Shanto, Principal at Renbor Sales Solutions Inc. Engage Zone. | FUNNEL FOCUS APRIL 8, 2011  Interview: Craig Rosenberg Dishes on the Details of Successful Demand Generation In b2b marketing, effective demand generation requires more than just getting your prospects to respond to one or two emails and then passing them off to your sales team – it’s about constantly being in front of your prospects with the right message at the right time. Statistics show that the average number of touch points it takes to propel a prospect into action is between 3 and 7. You know why? | | FUNNEL FOCUS AUGUST 29, 2011  New DemandGen Report Survey Reveals Tips for Using Content to Connect with Buyers In today’s technology-driven society, conversations with buyers rarely happen face-to-face or even over the phone. In fact, SiriusDecisions reports that the average b2b buyer is 70% of the way through their buying process before ever speaking to a sales rep. Therefore, content has emerged as a key ingredient to digital marketing. Develop buyer personas. Map content to buyer needs and stages. | | | | | | | |
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FUNNEL FOCUS | FRIDAY, MAY 20, 2011 Interview: Ardath Albee Shares 5 Tips for Customer Nurturing
You’ve worked hard to turn prospects into customers. Do not make the mistake of treating them like they're less important once they sign on the dotted line. The same emphasis should be placed on customer nurturing as on lead nurturing. In the Lead Nurturing Cookbook , we offer a recipe for building customer nurturing programs marketers can implement using their marketing automation platform. caught up with Ardath and asked her to expand on the insight she offers in the Cookbook and discuss what factors are important when building an effective customer nurturing program. Boring! It’s not. MORE >> -
FUNNEL FOCUS | THURSDAY, APRIL 21, 2011  Interview: Carlos Hidalgo Shares Tips on Turning Recycled Leads into Revenue
Carlos Hidalgo, President and CEO of The Annuitas Group , a well-respected B2B Marketing thought leader and a recognized expert in marketing automation , recently participated as an “Expert Chef” in the Lead Nurturing Cookbook on a recipe we created for nurturing leftover or dormant leads. The recipe delivers a 7-step process for implementing a revival nurturing program and Carlos provides tips and insight on how to make it even more delicious. What should Sales and Marketing agree on before implementing this nurturing program? The best content for this is thought leadership in focus. This MORE >> -
FUNNEL FOCUS | THURSDAY, JANUARY 6, 2011 5 Ways to Prevent Sales Funnel Leakage with Marketing Automation
In the b2b world of long sales cycles involving multiple decision-makers and influencers, sales funnel leakage is one of the most challenging issues Sales and Marketing face. It occurs when Marketing Qualified Leads are passed to Sales but do not actively enter the sales cycle, and as a result, fall out of the funnel. Why should reducing funnel leakage be a top priority for organizations? According to DemandGen Report, 80% of un-worked leads – those not worked by your sales team for various reasons - will buy from someone over the next two years. Track your results and revise your process. MORE >> -
FUNNEL FOCUS | WEDNESDAY, JANUARY 12, 2011  Developing Content to Reveal more Details about our Prospects – 5 Tips from Ardath Albee
In today’s web-powered b2b marketplace, prospects are doing more independent research than ever before, making it critical for marketers to offer valuable, relevant content for every stage of the buying process. Since many of our customers site content development as one of their biggest challenges, I asked b2b content expert Ardath Albee to share some tips on how to develop content that helps us learn more about our prospects as we work to become more effective in helping them choose to buy our products. Here’s what she had to say: Tip 1: Develop a story. They likely create a workaround. MORE >> -
FUNNEL FOCUS | THURSDAY, NOVEMBER 17, 2011 A Content Marketing Retreat on the Puget Sound
During a recent business trip to Seattle, I had the opportunity to meet with Russell Sparkman, founder and CEO of Fusionspark Media , the Langley Center for New Media , and the Content Marketing Retreat. In its second year, the Content Marketing Retreat takes place in Langley, WA, located on Whidbey Island in the Puget Sound. The arts-based community of Langley makes an excellent venue for creative marketers to learn about the latest strategies for designing, developing and executing content marketing programs. Box Media. MORE >>
- Interview: Jeff Erramouspe Discusses the Difference Between Drip Marketing and Lead Nurturing FUNNEL FOCUS | THURSDAY, MAY 26, 2011
- Complimentary Webinar: Winning B2B Buyers with your Content Marketing Mix FUNNEL FOCUS | THURSDAY, MAY 12, 2011
- Brian Hession Shares the List Intelligence Approach with Marketing Automation Users FUNNEL FOCUS | TUESDAY, MARCH 8, 2011
- Interview with DemandGen Report: How Financial Service Companies can Benefit from Marketing Automation FUNNEL FOCUS | FRIDAY, FEBRUARY 25, 2011
- In the B2B Funnel, Is There a Clean Sales Handoff? FUNNEL FOCUS | THURSDAY, FEBRUARY 17, 2011
- New Webinar: Lead Nurturing After the Sales Handoff: Accelerate the Buying Process FUNNEL FOCUS | TUESDAY, FEBRUARY 1, 2011
- The Marketing Automation Institute Addresses Marketing Skills Gap FUNNEL FOCUS | FRIDAY, JULY 22, 2011
- Gartner’s MarketScope for CRM Lead Management – An Observation on Analysts’ Ratings and the Factors that Drive them FUNNEL FOCUS | FRIDAY, MARCH 25, 2011
- Webinar: 3 Pillars of Marketing Automation Success: Find, Connect, Engage FUNNEL FOCUS | TUESDAY, APRIL 26, 2011
- Is the term Marketing Automation Mainstream? And Does It Really Matter? FUNNEL FOCUS | MONDAY, APRIL 18, 2011
- Marketing and Sales Alignment Award Winner SalesStaff Shares Their Success Story FUNNEL FOCUS | TUESDAY, JULY 5, 2011
- Now Available: The Lead Nurturing Cookbook – 7 Must-Have Recipes for B2B Marketers FUNNEL FOCUS | FRIDAY, MARCH 18, 2011
- Webinar: 5 Ways to Improve Marketing Performance with the Human Touch FUNNEL FOCUS | FRIDAY, JULY 8, 2011
- SiriusDecisions Recap: The Must-Attend Event for Sales & Marketing Processes FUNNEL FOCUS | TUESDAY, MAY 31, 2011
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