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AUGUST 1, 2011 Content Marketing Strategy – Step 1: How to Perform a Content Audit
Start with your collateral pieces or offerings, such as webinars, whitepapers, videos, eBooks, reports, and case studies, then look at blog content, and finish with additional web pages, emails and third-party material. Type of Content: whitepaper, webinar, video, article, blog post, interview, case study, analyst report, etc. Location: Link or file location. Jeff Ogden posted a good content audit article on B2Bbloggers, and Cari Baldwin’s interview on the Content Connection blog discussing content mapping is helpful as well. The Preparation. The Audit. Yes or No.
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NOVEMBER 4, 2010 Interview: Mac McIntosh Shares How Marketing Automation Can Impact Your Bottom Line
Mac McIntosh is a b-to-b marketing and sales consultant and writer of the popular blog Sales Lead Insights. In the new era of marketing accountability, it is critical for marketers to adjust their marketing processes to reach farther across the funnel and help drive revenues. Marketing automation plays a critical role in helping marketers accomplish this. Good question. The result?
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AUGUST 25, 2010 How to Incorporate Social Media with Lead Nurturing Programs
Blogs are also a natural extension to nurturing programs. Consider that if your blog posts are aligned with your email campaigns—covering the same content themes—then your blog becomes an extension of those campaigns, offering the leads you know about the exposure to more of the information they’re interested in, as well as the prospects you’ve not yet identified. When you release a new, meatier content asset—think white paper, research report or eBook—sharing its availability through social networks with a link to the landing page can yield new leads.
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JUNE 15, 2010 What You Can Learn About Prospects from the Content They Read – 4 Questions for Ardath Albee
Beyond that, if you’ve provided additional content on that topic—links to other articles available from that Web page, for example—do they click on those links and spend enough time to read that content, as well? The link takes the prospect to a landing page where they’re asked a couple of questions designed to elicit information needed for lead qualification. Ardath is a frequent industry speaker and the author of the popular Marketing Interactions blog. CD: You talk a lot about telling stories over time with content. They likely create a workaround.
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JANUARY 12, 2011 Developing Content to Reveal more Details about our Prospects – 5 Tips from Ardath Albee
The link takes the prospect to a landing page where they’re asked a couple of questions designed to elicit information needed for lead qualification. Ardath is a frequent industry speaker and the author of the popular Marketing Interactions blog. Here’s what she had to say: Tip 1: Develop a story. Story-telling is one of the most persuasive and compelling ways to convey a message.
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FUNNEL FOCUS Use 3 Components to Create a Lead Scoring Model
| MONDAY, MARCH 22, 2010
Consider the difference in a Lead who clicks on a link
in an email, visits 6 pages on your website but only spends a total of 1 minute while doing so. If you can benchmark the conversion rates of Leads who arrive at your website from a specific source such as TechTarget or via your company’s blog
, for example, you will know which referring sources deserve higher interest scores. Lead scoring models enable marketers to rank and gauge the quality of Leads based on their importance to the sales team for follow-up. Interest. Depreciation. minutes. MORE >>
FUNNEL FOCUS Q&A Excerpt: Driving Leads with Social Media
| THURSDAY, NOVEMBER 18, 2010
When a buyer is looking to purchase a product and goes to the internet for information, blogs
, discussion forums, and online reviews (all social media outlets) are the results that pop up. Social media – blogs
, discussion forums, twitter feeds, reviews – shows up in search results. Question: How did you convert blog
visitors to leads for this campaign? In each section, we embedded a link
to a Manticore Technology prospect page (our term for landing page). In Tuesday's webinar Social Media Integration into Marketing Campaigns – Does it Drive Leads? MORE >>
FUNNEL FOCUS B2B Marketing Tips for Reaching the Web-influenced Buyer
| WEDNESDAY, DECEMBER 8, 2010
Search engines are posting results from social media sources - such as blogs
, community forums, user reviews or twitter feeds, mentions or links
on other websites, published articles, etc. My fiancé and I met with a travel planner this weekend to help us plan our honeymoon in May. She has been in the business for over 30 years, has traveled all over the world, and makes travel arrangements for many corporate clients as well as individuals. We spent over an hour and half discussing our preferences and getting her recommendations on how to get the most out of our trip. The Internet. MORE >>
FUNNEL FOCUS Interview: Jeff Erramouspe Discusses the Difference Between Drip Marketing and Lead Nurturing
| THURSDAY, MAY 26, 2011
In the Lead Nurturing Cookbook , Jeff Erramouspe, President here at Manticore Technology and frequent contributor to our blog
, participated as a “Guest Chef,” offering marketers advice on how to successfully execute nurturing programs using their marketing automation platform. If the content is consumed online, you can provide links
to more specific information, but in return for that you might ask the prospect for their name, company name, and title. This is not going to be true of someone that comes to your web site through a search link
. How do you overcome it? MORE >>
FUNNEL FOCUS Brian Hession Shares the List Intelligence Approach with Marketing Automation Users
| TUESDAY, MARCH 8, 2011
If you read our blog
on a regular basis, you’ve heard us say it time and time again: Success with marketing automation is predicated by the process you design around it. To learn how your firm can leverage Oceanos’ List Intelligence, download their SiriusDecision vendor profile: [link
]. first step in that process is creating your ideal prospect profile. Once you’ve identified who your organization should be targeting, the next step is finding those prospects. Here’s what he had to say: EM: What led you to start Oceanos? How could you not recommend the data you were managing? MORE >>
- B2B Buyers Looking a Lot Like B2C Consumers FUNNEL FOCUS | MONDAY, MARCH 8, 2010
- Improving Your Social Skills: Top Social Media Tools FUNNEL FOCUS | FRIDAY, JANUARY 11, 2013
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