[Companies, Sales] How to Implement an Account-Based Marketing Program in Your Firm
    For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. It requires a direct, highly personalized sales and marketing program that targets each organization individually. In the 2016 State of Account-Based Marketing (ABM) Study from Sirius Decisions, key findings showed more than 50 percent increase in the number of B2B companies practicing ABM.
    [Companies, Sales] Understanding The Difference Between a CRM and MAP
    Used to it’s full advantage, Marketing Automation empowers companies to nurture prospects with highly personalized, useful content that helps convert them to buying customers, while turning customers into satisfied customers. Once a prospect has exhibited sufficient behaviour to indicate they are a likely candidate to buy your product or services, they are considered leads, and it’s up to the sales department to further the engagement. Deeper Into CRM – The Sales Tool.
  • BIZIBLE  |  FRIDAY, APRIL 28, 2017
    [Companies, Sales] 7 B2B Marketing Principles For CMOs and Directors
    Using multiple marketing automation systems and CRM instances is a major issue for mid to large size companies. For example, the sales team, enterprise marketing team, product team or regional teams may all use separate systems. For example, TIBCO marketing leaders turned their data capabilities into a service for sales teams. Sales can now understand what themes and content their prospects are interested in and at what part of the lifecycle.
  • CONTENTLY  |  FRIDAY, APRIL 28, 2017
    [Companies, Sales] Survey: Brands Aren’t Ready to Commit to Native Publishing
    The result was meant to benefit both sides: Publishers and brands could create better experiences for their audience (and more engagement), while tech companies could keep users on their platforms. Most of the hesitation from media companies stemmed from ad load and a lack of options for calls-to-action. It’s obvious there’s an opportunity here for martech companies. Back in 2015, Facebook introduced Instant Articles.
    [Companies, Sales] B2B Marketing Trends for 2016
    through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact.
    [Companies, Sales] B2B Marketing Trends for 2016
    through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact.
    [Companies, Sales] B2B Marketing Trends for 2016
    through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact.
    [Companies, Sales] Top 5 Demand Generation Strategies
    Demand generation is a critical part of the sales process. It is the first step in the sales cycle, so a shortage of qualified prospects will affect the entire process and negatively impact revenue. How can a company ensure a steady supply of quality leads? Regular updates and useful content sent to the list subscribers builds trust and ultimately moves them to further stages in the sales funnel.
  • VIEWPOINT  |  FRIDAY, APRIL 28, 2017
    [Companies, Sales] Marketers: Are You Preparing to Take the Summer Off?
    It may not kill you, like an air embolism could, but it can be dangerous to the health of your company. They say: “we can’t start a program now because it will roll out in June, July and August – a slow time to find opportunities for sales.” Lead Generation B2B Sales Increase Sales Sales LeadsAn embolism is a blockage caused by one or more bubbles of air in the circulatory system.
  • ACT-ON  |  FRIDAY, APRIL 28, 2017
    [Companies, Sales] 5 Ways to Use Earned Media to Increase SEO
    They need sales forces comprising their most talented assets: influencers. The influencer may publish a blog post and mention your company and provide a link or use an infographic that you produced. In fact, 74 percent of companies and 82 percent of agencies surveyed report that social media is either somewhat or highly integrated into their SEO strategy. Trust is one of the hardest things for marketers to earn.
    [Companies, Sales] Infusionsoft Announces Freemium Marketing Automation to Expand Its User Base
    The contrast was even greater than usual at the company’s annual ICON conference in Phoenix this week. Propel addresses a fundamental problem that has limited the growth of all small business sales and marketing systems: the vast majority of small business owners don’t have the time, money, skills, or interest to use them well. The company said the proportion of new clients trained by partners has already moved from 20% to over 80%.
    [Companies, Sales] 7 Tips to Boost Your Email Nurturing Results Immediately
    For example, I get emails often from companies that “know” me — in some cases, I’m their customer — but their emails don’t show it. It’s funny when we put on our marketing and sales hats or walk into our offices how we can talk and write differently. Do you use a sales tone or an empathetic tone? The email on the left was “sales speak.” Read more on How Empathy Will Grow Your Sales and Marketing Pipeline. name, company, email, etc.).
    [Companies, Sales] Guidance on Improving the Customer Experience with Sales Apps
    Travis Henry offered a simple piece of advice about selecting Sales Apps during a recent webinar. Henry was a featured guest on “Improve the Customer Experience with Sales Apps,” which is part of the Connected Leaders webinar series hosted by the Salesforce AppExchange. But once you’re a fast-growing company that has an inside sales team and a really robust marketing engine, those if-then statements can get out of hand really fast.”. Reducing sales steps. “We’re
    [Companies, Sales] Guidance on Improving the Customer Experience with Sales Apps
    Travis Henry offered a simple piece of advice about selecting Sales Apps during a recent webinar. Henry was a featured guest on “Improve the Customer Experience with Sales Apps,” which is part of the Connected Leaders webinar series hosted by the Salesforce AppExchange. But once you’re a fast-growing company that has an inside sales team and a really robust marketing engine, those if-then statements can get out of hand really fast.”. Reducing sales steps. “We’re
    [Companies, Sales] How Panasas Does ABM with Terminus Account-Based Advertising & 6sense Predictive Intelligence
    Aditi has over a decade of experience in demand generation and operations at B2B technology companies. There had been a disconnect between marketing and sales in the past at Panasas — the typical issues of leads being passed to sales that were deemed to not be good. Marketing was taking a 100% lead-based approach, which presented a lot of challenges for our sales team. We looked to ABM to help solve our lead-based challenges and to align the sales and marketing teams.
    [Companies, Sales] Marketing Teams Struggle to Deliver ‘Reasonable’ Number of Qualified Sales Opportunities
    B2B marketers strive to deliver new sales opportunities to their organizations, but new research suggests that some of them are missing the mark. The “Business Performance Benchmark Study 2017” from Altify recently found that only 40 percent of companies believe their marketing team delivers a reasonable number of qualified sales opportunities. Further, just 50 percent of sales team members claimed that their marketing teams understand their target customers.
  • SNAPAPP  |  THURSDAY, APRIL 27, 2017
    [Companies, Sales] Solving the 9 Most Common Marketing Problems With Interactive Content
    Every day, marketers face new challenges that are unique to their companies and customers. However, it’s safe to say most can bond over a few of the more common marketing problems: Things like lagging website conversion rates, sales funnel underperformance, and poor lead conversion. In doing this, you can gather new lead insights that can help you tailor future marketing and sales efforts down the road and convert those customers you thought you’d lost for good. .
    [Companies, Sales] 3 Paid Media Tactics Designed To Aid B2B Account Based Marketing Efforts
    Sales cycles that span multiple months, potentially even year-long in duration. Contact and lead nurturing; moving top of the funnel leads down the sales pipeline. You can build a specific list of companies or industries, but there are also tools in place to target specific users or users within your contact list. Match target companies to specific company pages within LinkedIn.
    [Companies, Sales] PPC V Influencer Marketing; Clicks V Sales
    Influencer marketing drives sales. It’s all about looking at the sales cycle as a psychological process; the power of influence and persuasion to get potential clients over the line. Smaller companies often just replicate the norm/industry standard when it comes to PPC as they lack the required budget to get creative- something that influencer marketing not only allows for but holds at its heart. A click does not = sales.
    [Companies, Sales] The Truth about Cold Email
    I have gathered from speaking with our sales team here at DiscoverOrg that there is a lot of confusion surrounding these questions. There is a lot to unpack here, but let me start by making clear that if all cold emails were illegal, we wouldn’t be driving successful email marketing campaigns for 2,500 companies worldwide. Good sales and marketing teams target specific people , for specific reasons, with specific messages. Include your company’s address in the email.
    [Companies, Sales] Live From The Marketing Nation: Day 3 – ABM, Content Marketing, and Leadership
    In fact, he shared a stat that highlighted this for the audience: after 40 impressions in a short period of time, sales decline. “Credit is a dirty word,” Joe urges, because “the more you think about sales and marketing individually, the farther away you get from working accounts together.” Your best friend is sales : Find your partner in sales—that may be your account executives or sales/business development representatives.
    [Companies, Sales] 5 Insider Tips to Get a Demo That’s Actually Useful
    Based on my experience in talking hundreds of customers through this process, I’d like to explain how you can use 5 simple steps to make sure the sales demo you receive is a valuable exercise that will help you pick the best platform for your team. Partner with Your Sales Rep . Instead of thinking of your sales rep as pesky, consider them as a partner on your team who’ll help you make the right choice and get your team on the right track.
    [Companies, Sales] Research shows we may be at the end of the startup era
    The message here seems to be … join the big company or die. I’ve been thinking about how much more difficult it is today to grow a small company into a big one. The most dominant mega-companies are now on a continuous hunting mission to either destroy or acquire meaningful startups. We are becoming a nation of employees working for large companies, often very large ones. Huge companies dominate American economic life well beyond employment.
  • ACT-ON  |  THURSDAY, APRIL 27, 2017
    [Companies, Sales] Want Better Marketing Automation Results? Think Outside the Inbox
    Your sales team is probably already making calls based on how people interact with your emails. And, hopefully, you’ve integrated your data well enough that sales can see each interaction a prospect has had with your marketing … while they’re on the phone with that prospect. is to give your sales staff a method to tell your CRM what they learned when they placed the call. Breaking news about your company. Messages from sales reps.
    [Companies, Sales] The 10 Best Customer Service and Customer Engagement Platforms
    The best tool I’ve found lately is Intercom; a sort of CRM tool for SaaS software companies that makes it easy to see user activity and communicate with…application users.” The company calls it, nebulously, a ‘product experience platform.’ Sample review: “(WorkOutLoud) has produced a platform where a company’s customers can connect with other customers through a digital community.
    [Companies, Sales] Observations from the 2017 Marketo Summit
    With Lucas at the helm, it’s hard not to feel confident – and enthusiastic – about the company’s immediate future. The companies showing early success with ABM aren’t simply tailoring emails to individual accounts or buyers. They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor.
    [Companies, Sales] 3 Components of Measuring Reach in Account Based Everything
    This was so effective that inbound sourced nearly 80% of the sales pipeline. It’s not enough to only measure top of funnel marketing efforts since marketers are taking more revenue responsibility and influencing opportunities later in the sales cycle. Say you ran a webinar with 500 total attendees, and of those, 50 attendees work at companies that are target accounts. Account Based Everything Account Based Marketing Account Based Sales Development
    [Companies, Sales] The Difference Between Distributed Marketing & Multi-Level Marketing
    Simply put, it’s a system that provides corporately approved brand communications to local marketing or sales professionals, and allows them to customize content catered to the needs of their local environment. Other examples of companies that use distributed marketing include Coca-Cola , Estee Lauder and Apple. The greatest benefit of a distributed marketing platform is that it allows a company to protect their brand.
    [Companies, Sales] 5 Golden Rules for Your Next Content Marketing Hire
    According to CMI’s 2017 benchmark survey , over 70 percent of companies plan to create more content this year compared to last year—an upward trend that’s held steady over the past few years. Even when editorial interns don’t earn a spot on your content team, the ability to tell your company’s story makes them a great fit for accounts, sales, product marketing, and other departments that may have an opening.
    [Companies, Sales] Congratulations to the 2017 Markie Award Winners!
    Covance Inc - Covance’s ABM showed an overall lift of 57% from their targeted companies, 19% who were not previously engaged with Covance in a meaningful way. Best Emerging Company Marketing Campaign. These fast-growing, emerging companies of $100M in revenue or less have lean, mean marketing teams that are forced to do more with less. Furthermore, they saw a 158% total YOY increase in leads sent to sales. Last night was. well it was amazing!
    [Companies, Sales] Marketing Automation and B2B Lead Generation Services
    Within the past few years, marketing automation has been taking the forefront of planning by marketing departments in companies around the world. Businesses that use marketing automation have reported a 15% increase in sales productivity and a 12% reduction in costs. When the lead reaches a certain point of readiness, the lead moves to the sales team who then calls the prospect directly.
    [Companies, Sales] A Marketing Fitness Plan to Improve Your Content Strategy
    Treating buyers as companies instead of individual people. Strength exercise: Connect your existing content to each of your buyer personas, at each stage of your sales funnel. A healthy marketing program is much like a healthy exercise regimen. If you let it go to the wayside, you’ll lose strength and flexibility over time – and your marketing strategy will get pudgy around the middle.
    [Companies, Sales] Cisco shares their marketing stack with 39 marketing technologies
    I’m immensely grateful for every company who contributes their stack diagram to the martech community, but I especially appreciate major brands like Cisco offering us a glimpse into their marketing technology operations. This is a great view of a stack for a company that employs both direct and channel-based sales. And although Cisco is a large company, I’m seeing this capability develop at much smaller companies too — welcome to marketing in a digital world.
  • HG DATA  |  WEDNESDAY, APRIL 26, 2017
    [Companies, Sales] When it Comes to Choosing Data Vendors, Buyer Beware
    If you’re currently buying B2B business or contact records for the go-to-market functions of your company, be forewarned – the old poker saying of “if you don’t see the sucker at the table, it’s you” might apply. As I’ve written about on multiple occasions, most companies under invest in data. The downstream impact of implementing a bad data strategy can be enormous and undermine an otherwise fantastic product, sales or marketing program.
    [Companies, Sales] The epidemic in B2B sales prospecting
    Sales pipeline quality, volume and conversion rates are both symptom and impact of this condition. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is called a system or platform sale. The analyst firm SiriusDecisions calls it a “new paradigm” or “new concept” sale. An Example Companies that have had a hot, successful product eventually hit the growth wall.
  • ACT-ON  |  WEDNESDAY, APRIL 26, 2017
    [Companies, Sales] Marketing Automation for the New Buyer’s Journey
    Just a few short years ago, the average B2B buyer still responded well to the classic marketing and sales tag-team approach, with marketing providing high-quantity product exposure and sales moving in to close the deal. And they’re taking control of their own buying experience: 78% start the buying process with a web search, and 50% research through peer reviews, blogs, and news sites before engaging directly with companies themselves. Tip: talk to your sales team.
  • EMEDIA  |  WEDNESDAY, APRIL 26, 2017
    [Companies, Sales] Marketing Automation: Tips For Ensuring Top-of-Funnel (and Full Funnel) Success
    Editor’s Note: Most marketing automation users never stop trying to optimize their systems to produce more Sales-Ready Leads. Marketing automation gives you the opportunity to ultimately produce more Sales-Qualified Leads (SQLs) from raw leads. You accomplish this by progressively nurturing your leads (using thought leadership content appealing to your prospects) through your lead funnel towards a state of sales-readiness. (Back by Popular Demand).
  • THE ROI GUY  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] Gartner: The Importance of Value, not just Benefits
    This value might manifest itself in context differently for the business unit delivering revenue-generating client applications (delivering faster sales growth) versus those applications supporting back office applications (getting to process effectiveness and productivity more quickly).
  • TERMINUS  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] Account-Based Marketing Worksheet: How to Map Content to Your B2B Buyer’s Journey
    Now that B2B sales and marketing teams are banding together to do account-based marketing (ABM) and turn best-fit accounts into customers , the approach to content is shifting. I love the way Ann Gynn , an editor at the Content Marketing Institute, put it in a recent blog post : “While content marketing follows a sequential or linear process (blog, offer, lead scoring on conversion, lead nurturing, hand-off to sales), ABM is lumpy.
  • BIZIBLE  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] 5 Signs the Gap Between Sales and Marketing is Closing
    So, who else should handle the marketing activities of a company? How about marketing’s other half, sales. Should marketing then also get involved into sales activities? Sales and marketing are two of the main pillars of every business. For some years now a trend has been taking place: a narrowing gap between marketing and sales activities. Well, here are 5 signs the gap between sales and marketing is closing. Shouldn’t sales be doing this?
    [Companies, Sales] The #1 Mistake that Prospective Marketing Automation Buyers Make
    This results in: Lost opportunity cost for your company. Failing to support your sales staff (and we’ve never met a sales manager that said “let’s not sell anything for the next few months… while we get our ducks in a row.”). The reality: If you are telling your management team that you are too busy to maximize the success of your sales and marketing team because you can’t automate, you clearly are not looking to end your struggles anytime soon.
    [Companies, Sales] 15 Audiences You Should Be Targeting with B2B Facebook Ads
    Ultimately, Facebook Ads are an excellent, highly targeted, and inexpensive way, compared to other ad networks, to get in front of your target audience as an introductory or re-engagement touchpoint, that will expand your reach and visibility, and ultimately assist in your sales funnel. Target by job title of users that may be interested in your services and especially those who are the decision makers in the company.
  • INFER  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] Getting Started with Machine Learning: 3 Things Marketers Need to Know
    So it should come as no surprise that sales and marketing leaders are questioning what all this means for their departments and companies. Chatbots are more efficiently routing people to services and quickly answering customer questions 24/7, as well as creating new ways for business people to interact with their company’s data. But in spite of the success stories, most companies are still wondering if they’re really ready for machine learning and AI.
    [Companies, Sales] Myth Busters: 3 Sales Intelligence Assumptions Dispelled
    Sales and marketing teams that buy into myths about data providers miss out on serious business value. Myth 1: Contact lists = sales intelligence. Fact: Sales intelligence is more than a list of names and numbers. In the same way that “chocolate muffins” are really just cupcakes, contact lists might be “data,” but they’re not sales intelligence. Sales intelligence includes a depth of information that is both accurate and predictive. It’s sales intelligence.
    [Companies, Sales] Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity
    She shared that in addition to having Marketo act as the central nervous system of the Box stack, they are trying to deploy the right technology to address their wide range of personas in a targeted and specific way, and bridge the chasm between sales and marketing. Neisser authored The CMO’s Periodic Table, which originated from a content marketing and social media strategy he created to boost his company during a tough time in 2008.
    [Companies, Sales] A Simple Rule for How Brands Should Work with Influencers: Attention Retention
    But believe you me, the quickest way to minimize the potential of your influencer marketing is to treat individual creators like mini media companies. In other words, while media companies are great for pure reach and awareness, influencers bring a whole separate set of benefits to your brand. Media Companies and Influencers Are Different but Complementary. Media companies ranging from the Times and WaPo to niche magazines and blogs create content to generate reach.
  • HUBSPOT  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] 6 Business Challenges Every Small Business Struggles With (And How to Fix Them)
    In the first few years of business, small companies come up against a lot of different challenges. The marketers at well-known companies like Apple and Toyota and McDonald's don't just sit around waiting for the leads to come in: Even the biggest, most successful companies have people working hard every single day to find new customers. It's the great employees that will help your company get to the next level.
  • HUBSPOT  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] How We Grew Our Organic Traffic by 43% Without Publishing a Single New Blog Post
    In October of 2015, we made the difficult decision to completely forgo building a sales team and focus all our efforts instead on acquiring customers via content marketing and SEO. We knew that given the price point of our product, it was not economically viable for us to have people make sales calls. Like many companies new to blogging, we rushed into it full steam, cranking out tons of new posts. Regardless of your role in our company, you can participate.
  • HUBSPOT  |  TUESDAY, APRIL 25, 2017
    [Companies, Sales] 7 Steps to Documenting a Content Marketing Strategy That Works
    Part of what makes a documented strategy so powerful is that every person on your team -- from your content creators to your senior-level directors and everyone in between -- can see what, why, and how your company is communicating. For your strategy to be helpful to your whole company and not just your immediate marketing team members, it has to address a few major questions, like: Why are we utilizing content marketing as a strategy? I already know what you’re thinking.
  • ENGAGIO  |  MONDAY, APRIL 24, 2017
    [Companies, Sales] Here’s Your Pre-Launch Checklist for Researching Account Insights in ABM
    The Company. Relationships to your company (relationship map). Account Based Everything Account Based Marketing Account Based Sales DevelopmentBefore an American spaceflight mission begins, in flight controllers monitoring various systems are checked against a rigorous pre-launch checklist. At NASA, this responsibility falls to the Nasa Test Director (NTD).
  • VIDYARD  |  MONDAY, APRIL 24, 2017
    [Companies, Sales] Hey Drift! You Forgot About Video!
    We also love their blog, and recently came across this post, 3 Things Every Sales Team Needs to Be Thinking About in 2017. Staying on top of new sales trends is something we’re all about! The post is great – it breaks down the biggest trends sales teams are missing out on into 3 categories: Why sales needs to integrate messaging into their core workflow. But there’s one key piece of sales technology that Drift is missing in this post.
    [Companies, Sales] Global Marketing Anatomy: It Takes a Delicate Design to Make Content Shine
    That’s until your CMO decides, after a strong company growth period, that your digital marketing group is now going to be organized into multiple business units around the world. Many more companies are defining roles by functions, not titles. As this deep structural change assessment from Simple argues, marketing teams now must work with product and sales to develop a single customer view.
  • PUREB2B  |  MONDAY, APRIL 24, 2017
    [Companies, Sales] How to Effectively Manage Your Contacts List
    That being said, you should only be asking for as much detail as your sales team needs to qualify the lead. Here are some common ways to segment by demographic: Geography: Retail companies and location-based apps that make email offers based on location are particularly effective, but B2B and global organizations can also take advantage of geographical information. Lifecycle stage is about identifying which stage of the sales cycle your contacts are in.
  • ACT-ON  |  MONDAY, APRIL 24, 2017
    [Companies, Sales] Need an Edge? Do A Content Marketing Competitive Analysis
    Bonus tip: In sales? Many companies up the ante on this, of course. Do their customers have a common gripe about the company? “Business is competitive.” No kidding, right? And so is marketing. Content marketing, in particular, is ferociously competitive. Just consider the graphic below. It shows how many pieces of content are created every minute of every single day. That’s what your content is competing with. No wonder we’re all a little stressed.
  • KAPOST  |  FRIDAY, APRIL 21, 2017
    [Companies, Sales] The Value of ABM Goes Beyond Marketing
    Pushing product: it’s what B2B companies have been doing for years. We have all these meetings and mandates about what the company wants to accomplish and rally our teams to create strategies and execute tactics to achieve them. This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more. ABM makes your company focus on the entirety of the buying or change management process. Marketing and Sales Alignment.
  • BIZNOLOGY  |  FRIDAY, APRIL 21, 2017
    [Companies, Sales] 3 insights from intelligent content conference
    It won several awards prior to 2014 and positively influenced sales for the beer over the course of years. Laughers are those obviously irrelevant phrases that any human with some experience in your company can identify but the system cannot. For large and various organizations such as IBM, you need different trainers for each domain within the company. The search visibility of this company’s website went up and up overnight.
  • PUREB2B  |  FRIDAY, APRIL 21, 2017
    [Companies, Sales] Using Buyer Intent to Drive Your Marketing Efforts
    With a holistic understanding of buyer intent, your business can improve the lead qualification process and enhance sales conversions. And this means putting your customer’s needs, wants and interests at the center of all your sales and marketing campaigns. The customer, their buyer’s journey, the sales funnel, and user behavior are at the core of a customer-centric approach to any marketing campaign. Pre-packaged sales solutions no longer work.
    [Companies, Sales] When Leads Get Left Behind
    In a new LeanData survey, The State of Lead Management , more than 500 B2B sales and marketing professionals said that 25.5 In other words, they’re finding it a challenge to make sure the right person at their company is responding to a customer with the best information. Less than 34 percent of survey-takers said sales always follows up on marketing-generated leads. (We For instance, 61 percent of sales leaders said their teams always work marketing-generated leads.
    [Companies, Sales] When Leads Get Left Behind
    In a new LeanData survey, The State of Lead Management , more than 500 B2B sales and marketing professionals said that 25.5 In other words, they’re finding it a challenge to make sure the right person at their company is responding to a customer with the best information. Less than 34 percent of survey-takers said sales always follows up on marketing-generated leads. (We For instance, 61 percent of sales leaders said their teams always work marketing-generated leads.
    [Companies, Sales] How Finance Brands Like Goldman Sachs Use Content to Build Trust and Win Customers
    A Contently survey from 2016 showed that 30 percent of millennials didn’t trust financial services companies, while 43 percent were unsure. In our survey, 47 percent of millennials indicated they’d be more likely to trust a financial services company if it created useful content. “They want to sit across the table with a company that they understand more holistically.”
    [Companies, Sales] The Content Marketing Journey, in 3 Stages
    I’ve worked at the same company for the past three and a half years, but it feels, at times, like I’ve worked for three different companies. Stage II: Fast growth and feeding the sales machine (2015-2016). We were literally knocking down walls and taking over the offices of other companies. Our sales team had changed from two people into a half-floor operation. Voices content marketing Content Strategy sales enablement SiriusDecisions
    [Companies, Sales] Employee Advocacy- Are You Leveraging Your Employees’ Influence?
    This compulsion to dig deeper is due to the fact that consumers, in particular Millennials, are smart as buyers; they can see through brands’ glorified sales pitches and digest all information with a pinch of salt, rather than treating everything as gospel. They’re wise to the fact that what it all boils down to is an increase in sales, and in doing so brands may be selective with the delivery of information and paint best case scenarios.
    [Companies, Sales] Five Revolutionary Changes in Marketing Since the Turn of the Century
    A company launches a marketing campaign to conquer a category. What is surprising is that the executives who ran the company thought it could be successful using the RadioShack name. The era of the single-brand company is over. In the future, global companies will have multiple brands. Companies like Apple, Procter & Gamble, Coca-Cola, Unilever, Nestlé and many others. Consider two examples of famous single-brand companies from the past.
    [Companies, Sales] How to use customer data to develop marketing insights
    How else can you personalize recommendations, send notifications about sales, and link to surveys if you have no contact info? Instead of focusing specifically on the user and the product, many companies prefer to ask “how likely are you to recommend our product?” If you ask people why they rated you how they did, you’ll gain some good insights into your products and your company’s customer experience.
    [Companies, Sales] Your Content Strategy Should Include Your Entire Organization: Part I—Assembling Your Team of Brand Advocates
    You’re brainstorming with sales to tailor content to your audience. ” This makes for some pretty efficient one-and-done company-wide projects. To do this you’ll need a continuous stream of support from the entire company to keep things moving forward. ” So while that overview you gave to the whole company over pizza was well intentioned, it may have not resonated through the pepperoni-induced euphoria.
    [Companies, Sales] A New Generation of Marketing Metrics & the ROI of Better Data
    High-growth companies use 360-degree account-based intelligence to take strategic risks for long-term success; companies who rely on limited, inaccurate, and one-dimensional data spin sales cycles just to keep from losing ground. Account-based sales intelligence includes a lot more than email lists. Emerging sales intelligence like this allows marketers to prioritize prospects and develop targeted, personalized programs and campaigns that get better response rates.
    [Companies, Sales] 4 Steps to Create Awesome Interactive Content
    Guide late-stage leads to the most fitting solution by asking them specifics about their company size and top priorities. One of the biggest benefits of interactive content is that you can collect valuable information about your leads to pass on to your sales team, without being too obvious or pushy. Each answer helped us understand our lead’s top priorities, which informs their nurture content and gives our sales team insights for future conversations.
    [Companies, Sales] Lead Liaison Announces Highly Anticipated OneFocus™ – A Free CRM
    No other company in the industry offers as many ways to reach prospects, customers, and partners as Lead Liaison does with their powerful combination of offline marketing and digital marketing capabilities. Lead Liaison prides themselves on being the sole solution for a company’s marketing and sales needs. The meaning behind OneFocus™ CRM signifies a single location for all of a company’s marketing and sales data.
  • ACT-ON  |  THURSDAY, APRIL 20, 2017
    [Companies, Sales] 5 Tips for Building a High-Performance Marketing Plan
    A tax accounting company, for example, might choose the message: “Make taxes simple.” This could be developing a middle-of-funnel nurture email campaign, modernizing your website so that it’s mobile friendly, or defining how you prioritize leads that get passed on to sales. Pick one thing in your annual marketing plan that enthuses you and use it to become a change agent for your company.
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Companies, Sales] 24 Growth Hacks to Try Today
    Try reaching out to industry experts on Twitter and asking a common question that you, your sales team, or your industry faces. To start, create a Google form to send to your colleagues -- in sales, or whichever department might have the same pain points as your audience -- and ask them to fill in the biggest questions they ask or come across each day. When I find a good growth marketing resource, I remember it and hold onto it for dear life.
    [Companies, Sales] Four Predictions About the State of SEO in 2017
    However, what many in the marketing world have found is that by contributing guest posts to highly relevant and authoritative sites, companies have gained a significant boost in SEO rankings. Instead of creating content that will help educate the web visitor or motivate them to follow the sales funnel, content is created more like a personal blog or is purely promotional. Guest post by Nathan Elly. The new year is well underway.
    [Companies, Sales] Stop Promoting Mediocrity: How You Think About Sending Emails May Be Wrong
    Sales reps and marketers constantly ask this question. I don’t care about the performance of the average sales rep. I want to know what the best sales reps are doing. The False Promise of Sales Automation is at the Heart of the Issue. Just because someone used my name and company, doesn’t mean it’s personalized. There’s a subtle difference between marketing emails and sales emails. Sales emails are one person sending an email to another.
    [Companies, Sales] Here's Why Airlines Treat Customers Poorly
    Last week’s passenger-dragging incident at United Airlines left many marketers (and other humans) aghast that any company could purposely assault its own customer. By contrast, the airline executives in the survey– who were about 1/3 from operations, 1/3 from marketing, sales, and service, and 1/3 from other areas including IT and finance – placed human resources in the middle and organizational structure, consensus, and lack of vision at the bottom.
    [Companies, Sales] Insights on Outbound Conference in Atlanta
    One of the presenters, Mike Weinberg, summed up the sentiment in the room: “Many in what’s called the Sales 2.0 These false pronouncements are having a severe negative impact on sales performance,” he said. Here is what I learned: Jeb Blount – Jeb is the bestselling author of eight books, including " Fanatical Prospecting " , and among the world’s most respected thought leaders on sales, leadership, and customer experience. And “ Sales Management.
    [Companies, Sales] Survey: Marketers Remain Challenged to Prove the ROI of Efforts
    B2B Marketing and Company Objectives. A survey conducted by B2B Marketing and The Telemarketing Company in 2016 found that most B2B marketers (59 percent) are “significantly” pressured to generate additional leads by upper management. However, 24 percent said that they do not have a shared definition of a “lead” with their sales team. Although marketers are invested in showing the impact of their work, new research indicates that they are struggling to prove the ROI.
    [Companies, Sales] Terminus Account-Based Marketing vs. Retargeting: What’s the Difference?
    Limitations of Retargeting for B2B Companies. It enables marketers to select the precise companies and job titles they want to engage with their ads, whether or not anyone at those accounts has visited your company’s website. Terminus allows marketers to automate campaigns based on criteria in their CRM, such as firmographics or stage in the sales cycle. What is Retargeting?
    [Companies, Sales] 8 Questions to Help You Decide if Your Content is Good Enough
    In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Let’s be clear here – we’re not saying you should convert your white paper into sales collateral. In fact, to the extent your content doesn’t explicitly promote your company or solution, the higher the credibility and the greater the perceived value.
    [Companies, Sales] How to Choose a Content Marketing Provider (Hint: You Can’t Just Order Off a Menu)
    You’ve got enough engineers to code a new parting of the Red Sea, but anyone to put winning sales words in place and use the latest marketing technology to wing them out there? And when she says the company needs to hire one of those newfangled content marketing providers, the ones who can supply your company with the words, the means and the metrics to get your tech in front of the right buying eyes, you’re Googling before you hang up the phone.
    [Companies, Sales] How to Define the Scope and Vision of Your Engagement Platform Implementation
    Typically, when companies get started with a robust solution, they are super excited and want to get up and running quickly–oftentimes with a goal of utilizing as many new features as possible. By initially focusing on the core team and essential must-haves , you’ll ensure success and build confidence–not only among the core implementation group but with other departments like sales or IT–as they see a focused and organized team executing on a realistic plan.
    [Companies, Sales] THE HACKIES: Hacking your stack for account-based marketing
    I drew the traditional B2B marketing funnel then flipped it upside down to create the “customer experience” tech stack, which evolved into #FlipMyFunnel following this model: Identify your best-fit accounts based on your ideal customer profile (ICP) effectively creating a target list of companies for marketing and sales to align around. Identify : Selecting accounts should be done collaboratively with marketing and sales.
  • ACT-ON  |  WEDNESDAY, APRIL 19, 2017
    [Companies, Sales] 5 Simple Ways to Write Better Emails
    This applies to interoffice emails, outreach emails, sales emails, and even to promotional and company announcement emails. So he’s promoting content here, but also nudging the people who are interested into his sales funnel. People tend to read postscripts far more often than the body of a sales letter. Here’s a sales follow-up email that’s also short and sweet. How much time do you spend on emails every week?
    [Companies, Sales] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    From marketing to recruiting and sales to education, businesses in various industries have realized hosting online events are far cheaper than an in-person event -- making it cheaper to build awareness around a brand. I helped launch Inbound Sales Day here at HubSpot, and I'm here to teach you how it's done. Here’s an example of an HTML floor map: Examples of virtual events include: Inbound Sales Day , hosted by HubSpot. Sales Acceleration Summit , hosted by InsideSales.
    [Companies, Sales] Video Measurement Is Broken. Here’s How to Fix It
    It always takes up your entire TV screen,” said Jonah Goodhart, co-founder and CEO of Moat, an analytics company aiming to help people evaluate digital video performance. We’ve connected our data with offline sales, as an example, for some of the CPG companies in the world so that we can understand what metrics are actually driving brand sales.”
  • TERMINUS  |  TUESDAY, APRIL 18, 2017
    [Companies, Sales] A Year of ABM – The First Anniversary of “Account-Based Marketing for Dummies”
    Our partners at Wiley publishing were a huge factor in making this book a success, as were the 50+ B2B marketing and sales thought leaders who were interviewed for the book. “We’re starting to see a shift from ‘ABM’ to real, operational account-based progress and results in B2B companies nationwide. April 18, 2017 marks the first anniversary of Account-Based Marketing for Dummies.
  • INFER  |  TUESDAY, APRIL 18, 2017
    [Companies, Sales] AI 101, Part I: What You Need to Know about Predictive Models
    While predictive analytics and AI are big topics in the sales and marketing profession these days, it can feel daunting when you’re trying to figure out how to get started with these data-dependent solutions. There’s no question that sales and marketing teams are acquiring a plethora of data. In many cases, however, marketers are collecting data that only they care about, and it might not be valuable, insightful or actionable for sales (and vice versa).
    [Companies, Sales] Marketing Automation Like my Pool Guy
    A recent experience in my personal life made it easy to discover how a company is benefiting from the power of marketing automation. As a buyer, I tended to gravitate towards the companies that didn’t give me a hard sales pitch or bash other pool companies. If this provider had used technology to support their sales process, I probably would have chosen them. They knew that buyers will talk to other companies. What is the typical sales cycle.
    [Companies, Sales] 10 Account-Based Marketing Sessions You Don’t Want to Miss at Summit
    One particular topic of interest is account-based marketing (ABM) , which has recently seen a revival as new digital technologies make it easier for companies of all sizes to scale their account-centric efforts and realize improved win rates, faster deal velocity, higher revenues, and ROI from high-value accounts. Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales—Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions.
  • VIDYARD  |  TUESDAY, APRIL 18, 2017
    [Companies, Sales] 10 Creative Ways to Improve Prospecting and Sales Emails with Video
    Optimizing prospecting and sales emails is something you could probably dedicate the rest of your life to. Because, if your sales team can’t stand out in the inbox, grab attention, and ignite a response from their prospects or accounts, how are they going to close a deal? Reps that use video in prospecting, relationship-building, and sales emails see 5x higher open rates and 8x higher open-to-reply rates. Account-Based Sales Approach.
  • SNAPAPP  |  TUESDAY, APRIL 18, 2017
    [Companies, Sales] A Simple Guide to Creating Interactive Ebooks (With Examples and How-To's)
    Most effective at the top and middle of the sales funnel: . Let's take a look at a few stellar examples from companies who are doing it right: . You can partner with companies like 1dollarscan to receive a PDF version of your content. Ebooks have come a long way since the Kindle was first introduced ten years ago. Back then, an ebook was simply an electronic version of its printed counterpart you could view on an e-reader or computer.
  • ENGAGIO  |  MONDAY, APRIL 17, 2017
    [Companies, Sales] What’s The Difference Between “Engagement” and Account Based Everything?
    From where I sit, engagement has become a buzzword that organizations are glomming onto in the marketing and sales technology space. Whether you call it Sales Engagement, Account Based Engagement, or Flibbidity Whatever Engagement, the word engagement itself has come to mean so many different things that it has deviated from its original intention and definition. By the way, this is why it doesn’t make sense to talk about “sales engagement.” Sales spam is still spam.
  • KAPOST  |  MONDAY, APRIL 17, 2017
    [Companies, Sales] Why B2B Marketing Still Needs Social Media
    Instant gratification is one of the biggest challenges in marketing because brands need to justify budgets and hit sales numbers. To offer a little perspective, here’s a great point from a Fast Company article titled, Why B2B Marketers Still Don’t Get Social Media – And 7 Steps for Fixing That, “B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation.
    [Companies, Sales] Crossing the influence line: When does sponsorship destroy your reputation?
    How is it different for a company to pay a member of their sales staff to sell a product versus paying an influencer to sell the company’s product on Instagram/blog/Twitter?” On the surface, the difference between sales and influencer marketing is reach and trust. A company representative has an agenda, so there is natural mistrust. Companies are generally seen as cold and detached but influencers are trusted friends. By Mark Schaefer.
  • ACT-ON  |  MONDAY, APRIL 17, 2017
    [Companies, Sales] Which (If Any) Marketing Automation Platform Is Right for You?
    MA can also help you deeply understand the progress of your marketing programs, accelerate buyers through your sales funnel, increase your productivity, build stronger relationships with your audience through more personalized communication, track how potential buyers interact with your brand , align sales and marketing , prove your team’s value, and focus on delivering top-notch service to your customers. Here it is, 2017, and we don’t get around in flying cars.
  • PUREB2B  |  SUNDAY, APRIL 16, 2017
    [Companies, Sales] Why Timing is Critical in Lead Generation
    Think about it—if you don’t respond to queries from your leads and follow-up immediately, you’re just giving your buyer time to explore other options and other companies. According to a Harvard Business Review’s Lead Response Study , the average response time of B2B companies is 42 hours. This is an actual personalized email response from a sales representative. Every Minute That Passes After Lead Submission Decreases Your Chances of Converting the Lead Into a Sale.
  • VIEWPOINT  |  FRIDAY, APRIL 14, 2017
    [Companies, Sales] Desperate and Fearful: Need Pipeline – Want Sales Lead Generation
    Last week I published a blog that provided five ways to avoid getting burned by outsourced B2B sales lead generation, qualification and nurturing. So, they settle for a cheap solution—which is how mediocre sales lead generation firms survive. The need for sales pressures the CMO to deliver leads fast. Trouble is, that CMO is also under budget pressures, so corners are cut in the pursuit of needed sales leads.
  • LEANDATA  |  FRIDAY, APRIL 14, 2017
    [Companies, Sales] Five Big Ideas Shared at the TOPO Summit
    SAN FRANCISCO — The TOPO Summit was billed as a no-nonsense conference for sales and marketing pros who wanted to learn how to do their jobs better. Scott Albro, founder and CEO of TOPO , said their research shows the most successful companies are prioritizing customer experience. He cited a survey where 93 percent of sales and marketing leaders said it was extremely important. Sales and marketing leaders know it’s important. 4: Adoption of Sales Operations Ideas.
  • LEANDATA  |  FRIDAY, APRIL 14, 2017
    [Companies, Sales] Five Big Ideas Shared at the TOPO Summit
    SAN FRANCISCO — The TOPO Summit was billed as a no-nonsense conference for sales and marketing pros who wanted to learn how to do their jobs better. Scott Albro, founder and CEO of TOPO , said their research shows the most successful companies are prioritizing customer experience. He cited a survey where 93 percent of sales and marketing leaders said it was extremely important. Sales and marketing leaders know it’s important. 4: Adoption of Sales Operations Ideas.
    [Companies, Sales] Leveraging Big Data for Big Profits: The Complete Guide
    Imagine if your marketing data was so precise, so complete, and so enriched that you could put sales on autopilot. However, leveraging big data for increased profits is possible and it is why several companies view big data marketing and data enrichment through marketing database software as critical […]. Is that even possible? Well, not exactly.
  • KAPOST  |  FRIDAY, APRIL 14, 2017
    [Companies, Sales] When Influencer Marketing and Integrated Marketing Campaigns Collide: How to Strike a Balance
    Step 4: Sales. Why should an influencer take the time to support your company? A successful influencer marketing strategy is a delicate balance to strike. Many marketers are under the misconception that there’s a linear process to follow: Step 1: Pick someone with a lot of following. Step 2: Interview that person or maybe quote him or her. Step 3: Expect that forces of the universe will spark content shares.
    [Companies, Sales] How AI Can Improve Customer Experience
    Additionally, while handling these aspects of the customer experience for a company, it also continues to gather data that can be culled later on for insights that help to achieve further personalization and customization in the future. Other patterns could be identified through the use of AI that tracks customer satisfaction rates, up-sales, cross-sales, payments, and more.
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