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APRIL 26, 2024
Marketing Campaigns Manager, advises that product teams should be included in lead scoring. “If If you’re releasing new products or features, it’s important to know what those are because you want to pull in the people who will find them most valuable. So loop in Product, because they will have those insights.”
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APRIL 10, 2024
Lead scoring helps organizations move prospects along their buying journey in a structured, strategic way — which is especially helpful considering how complex buying journeys have become. Senior manager visited your pricing page, downloaded a product comparison sheet, and watched a video demo? But lead scoring is a team sport.
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OCTOBER 11, 2023
The most common approach to B2B marketing department structure and roles Today’s B2B marketing departments are usually structured into three major buckets: Growth Marketing Product Marketing Brand Marketing Some organizations have a fourth bucket: Content Marketing. Or do you have an easy-to-onboard product that relies on self-serve signups?
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FEBRUARY 16, 2024
Imagine a known prospect visiting your product page but not performing the desired action. Here’s a few ideas: Segmented product recommendations. Use customer data to segment your audience based on their buying history and current behavior. As you work to nurture leads, consider asking for input about your products or services.
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SEPTEMBER 24, 2023
An example of top-of-the-funnel keywords she might search include “How to improve marketing productivity” or “How to scale a marketing department.” At this point, she might search for lower funnel keywords such as “How to buy a marketing automation solution” or “What to look for in a marketing automation demo.”
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SEPTEMBER 25, 2023
It’s always been a problem—but in the modern, multichannel, digital-first era of B2B buying , this misalignment puts customer experience at risk. The majority of their buying journey hours are now spent on independent research. The majority of their buying journey hours are now spent on independent research.
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SEPTEMBER 25, 2023
But given the complexity of modern buying journeys, you also need to be prepared for leads to be “rejected” by sales and come back to marketing. Maybe a lead was given a setback by their buying committee, or simply wants to do more research on their own before talking with sales. What factor really seals the deal for prospects?
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