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JULY 11, 2017

Research conducted by HubSpot made it clear that salespeople are no dummies. Or if prices aren’t listed, a quick question on Quora or a Google search would produce that information for the prospective buyer. . Or the software doesn’t work like you thought it would. . Evaluation. The next step is Evaluation.

Buy 70

Buy Process B2B Peer-to-peer 70

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FEBRUARY 5, 2019

This shift has created demand for a new working model for marketing and sales—one that requires close alignment between the two teams. Marketing can’t help sales become more efficient if the two teams work in silos. Prospects no longer come to sales with limited information.

Lead Ranking 117

Lead Ranking Sales Qualified Leads Planning Lead Scoring 117

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MAY 1, 2018

What I HAD done in preparation was listen to some of my favorite Unthinkable episodes from Jay to find out what it was about his work that keeps me and countless others coming back for more. What Jay’s doing in his podcast and in his broader work is both different and authentically him – magnetic, real, and just a little bit quirky.

Practices 89

Practices Best Practices Paid Search Agency Planning 89

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MAY 1, 2018

What I HAD done in preparation was listen to some of my favorite Unthinkable episodes from Jay to find out what it was about his work that keeps me and countless others coming back for more. What Jay’s doing in his podcast and in his broader work is both different and authentically him – magnetic, real, and just a little bit quirky.

Practices 89

Practices Best Practices Paid Search Agency Planning 89

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DECEMBER 4, 2017

Go back and add content upgrades to the posts that are working, expand sections with new information, and make sure your content is evergreen. . . In the eyes of Google, newer content is more likely to be relevant than a post from years back, so sometimes updating a post can be as good as writing a new one. . Top. . . .

Paid Content 122

Paid Content Top of Funnel Stats Marketing Budget 122

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AUGUST 14, 2018

They’re leveraging the information shared to relieve pain points within their lives and/or work. The goal of their work isn’t to understand what worked best for others. Instead, their goal is to know what will work best for THEM, as quickly as possible, and in as tailored a manner as possible. Google Scholar.

Resources 72

Resources Content Marketing Peer-to-peer Marketing Analytics Tools 72

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AUGUST 14, 2018

They’re leveraging the information shared to relieve pain points within their lives and/or work. The goal of their work isn’t to understand what worked best for others. Instead, their goal is to know what will work best for THEM, as quickly as possible, and in as tailored a manner as possible. Google Scholar.

Resources 48

Resources Content Marketing Peer-to-peer Marketing Analytics Tools 48

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NOVEMBER 2, 2017

In fact, CMI’s 2017 B2B content marketing trends report shows lead generation as the number one goal for 80% of marketers working to boost customer acquisition: . . Getting sales and marketing working together is a key part of improving lead generation as well as creating effective content for every stage of the sales funnel.

Top of Funnel 96

Top of Funnel Sales Management Lead Scoring Lead Ranking 96

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APRIL 25, 2018

The 30 women featured below work in a variety of B2B contexts and for companies large, mid-sized--and even self-founded. Sonja has been working in the B2B space since 2008, and since then, she’s led content and marketing teams at B2B tech companies including Mattermark, KISSmetrics, DocSend, and Zenefits. This is hard work!

B2B Marketing 91

B2B Marketing Work Management Enterprise Management Marketing Management 91

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APRIL 25, 2018

The 30 women featured below work in a variety of B2B contexts and for companies large, mid-sized–and even self-founded. Sonja has been working in the B2B space since 2008, and since then, she’s led content and marketing teams at B2B tech companies including Mattermark, KISSmetrics, DocSend, and Zenefits. This is hard work!

B2B Marketing 91

B2B Marketing Work Management Enterprise Management Marketing Management 91

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APRIL 5, 2016

Hubspot estimates that the optimal lead form length is seven fields long, so stay in that ballpark. 72% of buyers turn to Google once they have recognized their pain point, but the path from there is unknown. Working backwards through site analytics, you can determine which keywords leads used and how long they stayed on your site.

Research 48

Research Buyer Personas Top of Funnel B2B 48

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APRIL 5, 2016

Hubspot estimates that the optimal lead form length is seven fields long, so stay in that ballpark. 72% of buyers turn to Google once they have recognized their pain point, but the path from there is unknown. Working backwards through site analytics, you can determine which keywords leads used and how long they stayed on your site.

Research 48

Research Buyer Personas Top of Funnel B2B 48

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OCTOBER 3, 2017

While this “ us-vs-them ” mentality may have worked back in the good old days, it doesn’t anymore. . When anybody shares the same goals, they tend to find a way to work together. My favorite new metric is using ABM technology that groups all my web metrics in Google Analytics by account. 3: Work trade shows together.

Sales Management 97

Sales Management Top of Funnel Lead Ranking Work Management 97

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DECEMBER 12, 2017

Ex-Google and Facebook CMO consultant Andy Betts says all CMOs need to quickly get comfortable with using AI, or risk falling behind: . Multivariate testing will offer marketers much more data on what works, and what doesn’t. HubSpot launched their integration with Terminus and I think that is just the start of a trend here. .

Marketing Automation Services 103

Marketing Automation Services Marketing AI Paid Content Marketing Automation 103

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OCTOBER 14, 2016

And certain content types work better to address certain needs. Content mapping template from HubSpot. You can use a simple Excel spreadsheet for this ( here’s a Google Sheets template I often send my clients and students), or you can get really fancy with marketing calendar software such as CoSchedule.

Enterprise Management 48

Enterprise Management Planning Long Tail Marketing Buyer Personas 48

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APRIL 7, 2016

Google Drive Research. When using Google Drive for your drafts, you can conduct search engine research without leaving the bowser. The key to an effective marketing automation system is its ability to work with your content and communicate to your other stack tools, so your database is always clean and up to date. SocialFlow.

Marketing Automation Services 48

Marketing Automation Services Paid Content Resources Top of Funnel 48

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AUGUST 1, 2017

Rather than eat a knuckle sandwich, you promise to bring the bully’s homework to his house later so he can take full credit for your work. An opportunity has been qualified, entered the sales cycle, and is committed to working with you. Takeaway : Catching flies with honey works. “Where’s my homework, McFly?” he demands. . .

Demand Generation Agencies 74

Demand Generation Agencies Demand Generation Top of Funnel Lead Ranking 74

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JUNE 6, 2017

What worked a decade ago now makes modern buyers run for the hills. . Cold calling doesn’t work like it used to. . HubSpot’s recent research reveals some eye-opening facts about this change. . Source: HubSpot ). . Source: Think with Google ). . It's been a dramatic last 10 years for B2B sales teams.

B2B Sales 89

B2B Sales Process Top of Funnel Work Management 89

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MARCH 16, 2017

Analytics tools like Kissmetrics or Google Analytics for tracking different marketing efforts. CRM software like Salesforce or HubSpot. Don’t depend on the technology alone – put it to work for different departments so the overall customer experience can be improved. The most common example is Google Analytics.

Enterprise Management 87

Enterprise Management Stats Marketing Automation Services Work Management 87

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JUNE 2, 2017

Think Google maps but with your own design and branding. HubSpot did a jeopardy-like marketing quiz at Inbound 2016, and booth traffic was high. . or “Do you think this solution would work for your team?” Feature an explainer interactive infographic that shows off how your product works. Case Studies. .

Interactive Marketing 101

Interactive Marketing Top of Funnel Webinar Metrics Sales Management 101

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DECEMBER 14, 2016

I do exactly that at my agency, Web Profits by creating content & videos about our core values, beliefs, process and inner workings which helps us show our human side and potential clients feel like they know us. For some brands, this can work very well, but it's not going to work for all brands. Back to top. Mandy McEwen.

Paid Content 62

Paid Content B2B Marketing Trends Sales Management 62

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DECEMBER 22, 2016

Marketing and Sales make up the 2 main sections of HubSpot Blog’s blog (that’s a mouthful). Hubspot Email Marketing Blog. If you are working on a tight budget, but still want to market and blog like one of the big guys, then you will find some great resources on this blog. This is our favorite email marketing blog on the list.

Marketing Analytics Tools 48

Marketing Analytics Tools Sales Management Top of Funnel Planning 48

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APRIL 27, 2016

It might be a blog post recapping a recent event; a webinar on recent trends in your industry; or an ebook teaching your audience how to solve a problem in their day-to-day work. Jay’s worked at Google, HubSpot, and several startups, and recently launched the podcast for craft-driven marketers: Unthinkable. .

Trigger Marketing 48

Trigger Marketing Thought Leadership ROI Startups 48

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APRIL 25, 2016

It might be a blog post recapping a recent event; a webinar on recent trends in your industry; or an ebook teaching your audience how to solve a problem in their day-to-day work. Jay’s worked at Google, HubSpot, and several startups, and recently launched the podcast for craft-driven marketers: Unthinkable.

Trigger Marketing 48

Trigger Marketing ROI Thought Leadership Startups 48

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APRIL 3, 2017

This level of interest has grown 5X in the last 5 years to a point where Google Trends has measured the highest level of search interest it can assign, a score of 100 on a 0-100 scale. . . As you complete the initial campaign measurement, it’s time to fix what’s broken and leave what's working. 9 Examples of Interactive Marketing.

Interactive Marketing 85

Interactive Marketing Planning Paid Search Agency Top of Funnel 85

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FEBRUARY 7, 2018

We decided to collect the insights and opinions of 11 different marketers who have had extensive experience in creating content that resonates – who think about it everyday, including how it works, where it’s going, what does it mean, and how to measure it. . It works because you’ve started with the audience first, not the product.

Top of Funnel 76

Top of Funnel Content B2B Thought Leadership Copywriting 76