Content mapping is the process of understanding and organizing the flow of content for your website, nurturing campaigns or blog, so it can be presented to your audience ( personas ) based on their needs and stage in the buying cycle. Content means web copy, blog posts, videos, interactive presentations, social elements, diagrams or other pieces of information used to engaged users / visitors. content map is paramount when developing a long-term content strategy for your website, blog, direct marketing, nurturing, sales materials or other communications and content. MORE >>

40% of buyers read or search on Twitter or blogs for more information about brands, 37% post questions and 60% share their research. We’ve answered a couple questions here, and a couple have been posted on the expert’s blogs: Question 1: “Define Lead Scoring a little if possible”. From Kenna McLead: Brian Carroll answered this question on his blog : “Here’s how I see it. We’ve seen real several examples where a BtoB buyer has selected their solution provider based on feedback and content that they accessed via sites such as LinkedIn and Twitter. MORE >>

I’m looking forward to blogging at the conference in March and if you’re a 2.0 Share this on LinkedIn. One of the hardest things for us marketers to admit is that we all work in Sales. All those MBAs make us think we’re so smart that we sometimes lose sight of the simple fact that marketing is ALL about Sales.  That’s why I’m so glad to see my friends Gerhard and Larrisa Gschwandtner over at the Sales 2.0 Conference talking more and more about “Sales AND Marketing 2.0”.  Ever since I wrote the first Sales 2.0 for Dummies book and founded the Sales 2.0 mean for marketing?  MORE >>

While I based this scenario on an online ad, it’s relevant to all marketing channels– social media, press releases, blog posts, even offline ads. Share this on LinkedIn. So we can all agree that knowledge is king. But knowledge without context is pretty much useless. With today’s marketing systems, like web analytics, ad servers, marketing automation and CRM, it’s pretty simple to collect data on who visits your website, where they come from and what prompted them. But what does all this data mean and how can you harness it to market smarter? Lead scoring. Tweet This! MORE >>

For further reading check out David Skok’s compelling blog post on the importance of customer acquisition as it relates to long-term success. Share this on LinkedIn. Customer acquisition cost is the total cost to acquire customers divided by the total number of customers acquired. Easy enough? Yet, the tough part is trying to decide what costs should be factored into the equation and/or comparing costs across media. While line items can be debated it’s important to remain consistent over time to get indicator of performance from time period to time period. Tweet This! Digg this! MORE >>