Aside from information that deals directly with your products, this nurturing content must also be forward looking thought leadership content that continues to present them with ideas that help to use your offerings to position them for future demands. Why not ask your customers what types of information they’d like to receive from you? What I mean when I talk about telling a story is creating a content flow that makes sense and builds engagement because it builds on information your prospects have previously been exposed to. Boring! It’s not. MORE >>

When they finally work through this exercise, both groups are blown away by the invaluable insights and overlooked information that comes out through the use of the Buyer's Matrix. Jill Konrath wrote the first section of The Quintessential Marketing Automation Guidebook where she wrote a letter from Sales telling Marketing exactly what was needed to help drive revenue. If only companies were that brave. Her letter stirred up reactions from our readers, so I caught up with Jill to ask her to share a few more insights about how to bring marketing and sales closer together. Make it simple. MORE >>

These characteristics should include things like demographic data, behavioral information and when appropriate BANT. Carlos Hidalgo, President and CEO of The Annuitas Group , a well-respected B2B Marketing thought leader and a recognized expert in marketing automation , recently participated as an “Expert Chef” in the Lead Nurturing Cookbook on a recipe we created for nurturing leftover or dormant leads. The recipe delivers a 7-step process for implementing a revival nurturing program and Carlos provides tips and insight on how to make it even more delicious. Lead Planning. Lead Routing. MORE >>

Before scheduling a meeting, they want relevant information delivered to them. Each touch-point should provide more information and value than the last preparing them for the initial meeting with a sales rep. In the b2b world of long sales cycles involving multiple decision-makers and influencers, sales funnel leakage is one of the most challenging issues Sales and Marketing face. It occurs when Marketing Qualified Leads are passed to Sales but do not actively enter the sales cycle, and as a result, fall out of the funnel. Track your results and revise your process. MORE >>

According to Ardath: “Content intelligence is the information you need to determine how to connect with prospects at the right time with the right message.”. Ardath Albee is a B2B Marketing Strategist and CEO of her firm Marketing Interactions, Inc. She authors the popular Marketing Interactions blog, speaks frequently at industry events and her book, eMarketing Strategies for the Complex Sale was released last fall by McGraw-Hill. Ardath helps B2B companies with complex sales turn prospects into buyers with emarketing strategies powered by contagious content. Download the eGuide today. MORE >>