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Marketing Dashboard: Passive Discovery

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Other sources of traffic, such as from a customer community, or online help portal should also be excluded, as these are individuals who are already aware of who you are and what your solutions are. We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process.

5 Things You Shouldn’t Expect from Marketing Automation

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One-on-one conversations with buyers can help you discover what messages are the most relevant to them. After you lay the initial groundwork, marketing automation software can help you eliminate repetitive marketing tasks and increase your ROI. Marketing automation software collects powerful data about your buyers to help you understand their interests and needs.

Sales Handoff and the Net Quality Score

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This makes it a vital area to focus on in building the benchmarks and dashboards that will help optimize overall performance. One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. It is this transition that bears the brunt of all the inter-organizational process differences, motivation differences, and politics.

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Four Reasons for an Information Concierge

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In many ways, this is what many of us are doing in social media, discovering conversations that relate to the topics of interest to us, and helping the people in those conversations through sharing data, perspective, anecdotes, and frameworks. This, in essence, is the role of a concierge – helping to connect those seeking information with the information itself. So why not search?

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Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

4 Quick Steps to Understand Search Discoverability

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This gives you a relative volume, but will help you understand what is important. We are not all natural search experts, nor should we be. There is a lot of art and science to the field that makes it worthy of having a specialist on your marketing team focus on consistently. However, that does not mean understanding how well you are performing is outside of the reach of non-experts.

Social media analysis moves mainstream

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With their new ability to analyze Facebook, understand the flow of ideas across social media channels, and see community success mapped against the events that drove it, Webtrends helps us make important steps in this direction. Last week, Webtrends announced that they had extended their customer intelligence capabilities into Facebook. What do you think?

Evaluating Marketing Automation/CRM Integration

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In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. The way to think about this is a 2X2 matrix. The second method, however, is a more passive approach.


6 things the iPad means for B2B Marketers

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Yesterday, Steve Jobs announced Apple's latest device, the iPad. A 10 inch, touch-screen tablet with Wi-Fi access, and an extension of the iPhone/iPod platform for both application development and media purchase. It's a beautiful device, as is expected from Apple, and will surely see plenty of uptake over the coming year. What are your thoughts on these trends? Any I have missed?

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

Mapping the Buying Process - A Framework

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Mapping this process is more art than science in most cases, but the following question framework can help analyze how your buyers buy and if there are opportunities for better facilitating their buying processes. One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process.

Social Media Buzz at a Live Event

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However, often it is the more subtle social cues that help the most. Of course nothing is more important than interesting, cutting edge, and engaging content, but this 6 element framework helped us create one of the most talked about Marketing events of the year. We just finished up Eloqua Experience 2009, which was a spectacular event all around.

Interview with The Funnelholic

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Your ultimate gauge should be conversion and whether lead sources help you achieve your cost-per-opportunity goals not just CPL. I had a great chat the other day with Craig Rosenberg, better known as "The Funnelholic", based on his popular blog The Funnelholic (and of course to all of us on Twitter as @funnelholic ). Where do you see this evolving to? Or will these lines remain blurred?

Driving Value for Sales: The Art in the Science

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Let's talk about a few principles that will help you drive more value for sales. 1. Help Make Them Look Good With all of the conversion analysis, website tracking , and Co-dynamic lead scoring algorithms out there, you sometimes forget that one of the best things you can do for sales, is help them deliver messaging in a professional and relevant way to their prospects. With Woods out of office last week, somewhere in the Caribbean, with limited WiFi (editorial) access, I thought this would be the perfect time to write my first post.

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

Influencers, Advocates, and the Mainstream

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By carefully building relationships with this set of influencers over time, and understanding how you can help them achieve their goals, you can develop a friendly crucible for each of your messages. As B2B marketers , involved in social media, we are all aware of the commonly stated goal in social media to "join the conversation", "help others", and "contribute to the community".

SaaS, Social Media, and the Economics of Smart Buyers

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If we look at this from a purely theoretical standpoint it begins to become clear why it is the right strategy to begin to freely provide education, insight, guidance, and help to the audience at large through social media. There are a few trends in the industry that are worth commenting on in that they relate in a very interesting way. Buyer education can be a double-edged sword.

Service Economics in a "Something Failed to Go Right" World

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I don’t think I’ve been to a conference lately that didn’t have a mention of Twitter and its effect on service teams everywhere. What I mean is, the idea that Twitter and social media can, and should, be used to enhance our service offerings will almost certainly fail if we just think of it as a service team challenge. Let’s look at the math. Where will this budget come from?

Social Media, Demand Generation, and the Evolution of Marketing

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To help with that discussion, Mike Volpe ( @mvolpe ) from Hubspot, Craig Rosenberg ( @funnelholic ) from The Funnelholic, and I got together on a web cast to discuss the topic. The relationship between Social Media and Demand Generation is a hot topic these days. Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

Direct Mail, Email, and the "Teaser" Concept

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How will this help me? Email and Direct Mail are very different marketing media types for B2B marketers. However, there are always lessons to be learned from one media type that can be applied to others. In Direct Mail, a lot of thinking goes into the "teaser" to get people to open the envelope. What do I need to do? Where do I need to go or to click? When should I do this?

Influencing Sales Behaviour - Tips for Marketers

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Sales behavior can be difficult to change, and it may seem as though there are limited tools at a marketing team’s disposal to help guide this behavior. Top-Of-Mind Presence Like any initiative, keeping your efforts top of mind with your sales team is helpful for success. (excuse the image as a metaphor for influencing sales behaviour. Firstly, and most importantly, is buy-in.


Lead Scoring Best Practices

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Jocelyn Brown ( @jocebrown ), Chad Horenfeldt ( @chadhorenfeldt ), and Adrian Chang ( @adrianchang ) are the folks who help clients with implementing lead scoring at organizations of various sizes and within a variety of industries, so they have the experience to know what it takes to achieve success.

Is Data Quality the "New Black"?

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All of these things help deliver higher quality leads to your sales team. Anytime I talk about data quality with a marketer, I always get the answer “yes that’s really important, but i don’t know where to start as we have so many problems and we don’t have the resources”. In fact it is so important, that I believe data quality will be the “new black ” for this season of marketing campaigns.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. But brands.

The SaaS Experience; Application, Knowledge, Best Practices

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There are three main areas of the overall experience a user has with software: The Software Application: the product itself, and the aspects of the technology and user interface that guide a user to better understand and use it Help and Documentation: the explicit knowledge that surrounds the application and provides instructions on its use. Why bring this up? look forward to your comments.

Lead Scoring - Thinking of Outputs First

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These can be very valuable guides to an account, and can help you qualify and account and explore for other potential buyers with more decision-making abilities. Todd used a 2x2 matrix to talk about lead scoring from the perspective of outputs. What you want to do with the leads once you have understood who they are. However, it's the other three corners of the 2x2 that get interesting.

Assessing the Buyer's Toolkit - 10 examples

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If, as B2B marketers, we're going to help buyers along in their buying process, the first thing we need to understand is how they buy. wrote about Scoring the Stages of the Buying Process the other day, but the next step is to use that insight in order to help guide the buyer along. To do this, we need to honestly assess our marketing assets in context of stages of the buying cycle.

Scoring the Stages of a Buying Process

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When we talk about lead scoring, the goal that comes to mind most often is determining which leads are ready for handoff to sales. This, however, is only part of the picture. Some of us are able to map out a full buying process that is common to many or most of our buyers. However, there are three general phases that are common; awareness, solution discovery, and solution validation.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Four Practices to Increase Webinar Effectiveness

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Tip 2: Multi-Touch, Multi-Channel, Automated Promotion to Boost Registration Use multi-touch, multi-channel promotion to help drive event attendance. When building your program, keep in mind these four tactics that help boost registration numbers: Add additional channels to your promotion mix. Are you using webinars as a lead-generation tactic in your marketing efforts?

The Four Dimensions of Personalization

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Or has it been weeks since I even thought of your company or offering? A MIT study on lead management ( [link] ) indicated that follow-up calls within the hour dramatically increase conversion to qualified leads - why wouldn't it also help with marketing communications? Recently I have started to see examples of what I would call "The Four Dimensions of Personalization".

You can't build your own television network

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Chris enjoys his status as the guru of A/V equipment in our social circle, and he maintains it by being knowledgeable, helpful, and usually right about the topic. I was in a long conversation the other day trying to explain the importance of social media in the world of marketing, as I suspect many of us have tried. You get that. Right now it's not; some are investing in it, some are not.

6 Ways to Get Sales to Adopt CRM Systems

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The good news is that we as marketers can help to tackle that problem, and in doing so, gain a lot of goodwill with the folks over in sales management. By giving them reasons to adopt you not only strengthen your relationship with sales management, but you help out your own ability to analyze marketing efforts. How can you do that? What emails did they read? What searches did they do?

Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

Text “WhoCares?” to 66863

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It helps to look at three main differences. 1) Devices: your average executive or manager in a business does not use the same devices as a person in Generation Y. Is Text Messaging Relevant for B2B Marketers? this post first appeared on Destination CRM ) There is a lot of discussion about whether text messaging is relevant in a B2B marketing environment. We’ve all seen the stats on the use of text messaging within younger generations, and there is a sense that this will lead to an inevitable rise of the relevance of text messaging for B2B marketers. Why Text Message?