Act-On

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?

Paid Search Agency 182

Paid Search Agency B2B Marketing Demand Generation Agencies Marketing Analytics Tools 182

Act-On

NOVEMBER 15, 2023

And remember: what you think a customer wants and what they really want are often very different. But first, they want to test potential solutions, so they schedule product demos. And a by-product of that alignment is information sharing. Create persona profiles. Finally, the customer is ready to make a decision.

Sales Cycle 233

Sales Cycle Practices Marketing Automation Services Buyer Personas 233

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APRIL 10, 2024

Senior manager visited your pricing page, downloaded a product comparison sheet, and watched a video demo? For example: Junior employee downloaded an introductory guide to your general area of expertise? Keep them engaged with more content, and add a few points to their score every time they engage.

Lead Ranking 164

Lead Ranking Lead Scoring Marketing Qualified Leads Sales Qualified Leads 164

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SEPTEMBER 25, 2023

Product marketers who develop go-to-market strategies and positioning. But usually, these groups are separated into different parts of the org chart, eventually laddering up to the CEO. Content marketers who strategically produce content across the lifecycle (including sales enablement materials).

Work Management 147

Work Management Planning Marketing Management Paid Search Agency 147

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SEPTEMBER 25, 2023

How to align sales and marketing on ideal customer profiles and buyer personas If you don’t already have a well-documented ideal customer profile (ICP) and easily accessible buyer personas, then your sales and marketing teams could be on radically different pages about who you’re all actually trying to reach. Enter lead scoring.

Ideal Customer Profiles 130

Ideal Customer Profiles Lead Ranking Marketing Qualified Leads Lead Scoring 130

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FEBRUARY 26, 2024

For instance, if you want to market a new food packaging product to General Mills, you can target individuals with titles such as Senior Product Manager, Senior Product Marketer, or VP of Product Marketing. Marketers use different attribution models to assign value to different touch points and calculate ROI.

Paid Content 221

Paid Content Advertising Agencies Multi-Touch Attribution Cost Per Thousand 221

Act-On

NOVEMBER 7, 2023

A different message to the same group from the same sender, based upon content and reputation at the time of sending, might have a totally different placement. Not only that, but many inboxes are configured completely differently on mobile devices compared to desktop. You’ll only know whether your email was accepted or not.

Deliverability 187

Deliverability Top of Funnel Best Practices CAN-SPAM 187