Avitage

JANUARY 11, 2015

I attended a lead nurturing webinar recently. I’m always looking for insights, especially about how companies are thinking about content to support their many use cases. While I’m not a prospect for this company, I think I am an important influencer, and potential referral source for them. I delete and forget.

Lead Nurturing 120

Lead Nurturing Paid Search Agency Impressions Intent 120

Avitage

MARCH 29, 2016

There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! Sales people need content to sell In B2B sales, especially a complex, considered or value sale, sales people still generate most of their sales “leads.”

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

FEBRUARY 18, 2016

.” “Individual teams (functions) look to own the message, frequency and distribution of digital content, which can lead to silos within the organization and contribute to inefficient processes. ” Companies need a […].

Marketing Report 120

Marketing Report Enterprise Management Marketing Strategy Marketing & Strategy 120

Avitage

JUNE 27, 2015

If you’re a B2B organization pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now in that business.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

JANUARY 7, 2015

They also constrain his company’s ability to optimize results for clients. We discussed the buyer persona and buyer journey work they do to prepare for lead generation initiatives, especially email campaigns. The content challenges of his customers are a real problem.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

FEBRUARY 28, 2013

Continuous Acquisition A third approach to acquiring customer stories is to embrace the idea that companies should develop a process for Continuous Acquisition. Sales or customer service people engaging with customers are frequently in a position where a conversation leads to an interesting story.

Acquisitions 120

Acquisitions Barriers Inbound Marketing Positioning 120

Avitage

FEBRUARY 28, 2013

Continuous Acquisition A third approach to acquiring customer stories is to embrace the idea that companies should develop a process for Continuous Acquisition. Sales or customer service people engaging with customers are frequently in a position where a conversation leads to an interesting story.

Acquisitions 120

Acquisitions Barriers Custom Publishing Inbound Marketing 120

Avitage

AUGUST 21, 2012

I had the opportunity in the nineties to lead the program office of one of America’s leading chain drug retailers. In addition to double digit same store sales growth for more than five years our company went on an acquisition binge to grow geographically. We were well rewarded for what was a difficult transformation.

Content Marketing 120

Content Marketing Merchandising Content Lead Ranking 120

Avitage

MARCH 17, 2014

Ineffective Content Strategy Despite the increasing practice of content marketing, most companies lack a documented content strategy. See Who Should Perform Content Strategy section in Content Strategy Beyond Marketing and Websites.) Because there is no universal definition or model for B2B content strategy, who really knows for sure?

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

JULY 30, 2012

Over the long haul building momentum allows a company to drive growth up as marketing spend as a percentage of revenue goes down. A startup, or a company that has lost market momentum, needs to invest to create momentum.

Marketing & Strategy 120

Marketing & Strategy Startups Paid Search Agency Marketing 120

Avitage

MARCH 7, 2012

Consider the idea that marketing delivers sales ready leads to sales. Let’s look at what has to happen with that “lead” on the sales side. A top technology company selling a multimillion dollar solution has 30-50 people on their People Map). We have to be careful not to take words too literally.

Paid Search Agency 120

Paid Search Agency B2B Sales Buy Marketing & Strategy 120