Fri.Mar 22, 2019

3 Key Reasons Not to Give Up on Lead Scoring

The Point

Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. How did we get here?

Report: At Least 80% of Marketers Believe Video is Becoming More Critical

KoMarketing Associates

As video grows in prominence, research suggests that more marketers are turning to this form of content to resonate with their target audiences. Demand Metric and Vidyard recently conducted “The State of Video Marketing,” and statistics showed that for the fifth consecutive year, at least 80 percent of marketers (83 percent in 2018) believe that video is becoming more important as a form of marketing content. Marketers are using video in several different applications as well.

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The New Loyal Customer


What makes a loyal customer nowadays? You can no longer say that it is just a satisfied customer or even a repeat customer. Someone might fly the same airline all the time or use the same driveshare service but never recommend it to somebody else. Often times, repeat service comes down to convenience and familiarity, which is good, but not the same as truly instilling loyalty. After all, if another option becomes more convenient, a customer will just as soon drop you and go with them.

How to Write a Helpful Headline People Will Want to Click


Advertising executive John Caples once said, “I spend hours on headlines—days if necessary.” ” That sounds great, but you probably don’t have that kind of time. You already spend enough researching, writing, and editing. By the time you get your article into the CMS, you may only have a placeholder title that’s been there since you first started the process. You might have a quick brainstorm with your colleagues. Or maybe you just come up with something on the fly.

75% of World Trade Flows Through Indirect Channels - Are You Enabling the Right People?

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

Rethink Marketing: Using Podcast Interviews As a Lead Gen Tactic


On the Rethink Marketing podcast, Tom Schwab outlines how podcasts can be a great lead gen tactic, even converting 25 times bettter than a blog. Demand & Lead Generation

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12 Things to Check Before Choosing an eCommerce Platform

Altitude Branding

If you are planning to build an ecommerce store, then one of the most important things that you should plan beforehand is which ecommerce platform you should choose. There are numerous platforms online with multiple features, so it becomes important that you choose one that provides you a greater range of options, flexibility, and scalability as per your needs.

Content Marketing Can’t Just Be a Top-Funnel Activity

Contently - Strategy

Good journalists and good marketers have something in common: They’re obsessed with understanding their audience so they can help people learn something new. That was the first thing I realized when I left the journalism world to become Contently’s editor-in-chief six years ago. We constantly surveyed our audience in hopes of answering their biggest content marketing questions.

Tips for Marketing Leaders: The Proven Tactics to Improve Email Marketing ROI


Want better ROI from your email marketing? Email offers the highest returns for marketers year after year, coming in at 42:1 on average—up from 38:1 last year—and continues to blow away the returns seen with traditional media channels like TV, radio, and direct mail, according to Litmus’ 2019 State of Email survey. For every $1 spent on email marketing, marketing teams see a $42 return. Tweet this ?. But our research also shows that email marketing returns aren’t equal for everyone.

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Why Email Marketing Still Rules (Plus 3 Tips to Increase Engagement)


Email marketing is like an old friend. It’s been around for years. It doesn’t surprise you much anymore. You may even find it a little boring sometimes. But at the end of the day, you know you can depend on it. Even with the emergence of more exciting engagement tactics, email marketing has remained a key method for reaching your audience. In fact, nearly 70% of people between the ages of 18 and 34 prefer companies communicate with them through email, according to MarketingSherpa research.

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The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

Yahoo! Mail, AOL, and Verizon Now Support One-Click Unsubscribe


The Verizon Media brand announced that Yahoo! Mail, AOL, and Verizon now support one-click unsubscribe, also known as RFC8058. Previously only available in AOL Mail, the one-click unsubscribe standard is now supported by all email clients that are part of the Verizon Media brand umbrella. “It’s It’s our job to help consumers get the emails they want—and help them get rid of the messages they don’t want to receive any more,” says Marcel Becker, Director of Product Management at Verizon Media. .

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Required Reading from the 10 Most Influential CRM Blogs for B2Bs


Sales and marketing technology changes quickly. So how do you know when to invest in new technology, or when to change your process, or when to wait out a fad? Whether you’re researching CRM options, or just trying to get the most out of your existing CRM and sales and marketing tech stack, there are a handful of experts who are the most qualified to guide you. Check out these posts from 10 of the most influential CRM blogs on the world wide web, and follow them to stay in the know.

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Client and Content Agency Share Insider Tips to Successful Relationship

Content Marketing Institute

Both clients and content marketing agencies must appreciate that success requires at least a year. A client and an agency share what you should do to get off on the right foot and set yourself up for a productive long-term partnership. Continue reading → The post Client and Content Agency Share Insider Tips to Successful Relationship appeared first on Content Marketing Institute. Company News

5 Steps for Building Stronger Customer Relationships Through Content Marketing

Blue Flame Thinking

Unlike paid advertising, content marketing is about more than prompting an immediate purchase. It’s about cultivating awareness of your brand and deepening trust in your ability to understand what your customers want. It’s also about empowering them so that when they do make their decision, it’s with the confidence that you have what they need. When a customer feels sold on you rather than sold by you, they can become brand advocates.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

What do Basketball and ABM Have in Common?


Just in time for March Madness, we thought we’d shed some light on the commonalities between basketball and account-based marketing (ABM). Naturally, you wouldn’t equate the sport of basketball with ABM but the two are far more similar than you would think. Teamwork Makes the Dream Work. Previously in the B2B market, the sales and marketing teams had their distinct marching orders. The sales team focused on closing deals, and the marketing department was in charge of bringing in the leads.

Announcing Outreach + Dynamics 365


Big news—four letters. No, we didn’t just take a Myers-Briggs test (I’m an IFSP). MSFT is the stock ticker for Microsoft, and the reason we mention it is because we have an important announcement regarding Outreach and our fellow Seattle-based company. We are proud to share that Outreach has partnered with Microsoft to deliver a deep product integration with Dynamics 365 for Sales! This is something our customers and prospects have asked for. We listened and so did MSFT.

Best winter display ad campaign 2019


Helping marketing teams create exceptional ads with ease is Bannerflow’s mission statement. With the right tools, all of our customers can produce truly creative campaigns. Yet sometimes, some banners really stand-out. This is what this blog is all about – celebrating the best of the best! How did we select the best display ad campaign for winter 2019? Bannerflow’s Customer Success and Operations teams together decided on the best banner campaign of winter 2019.

How to Create an e-Commerce Facebook Ads Strategy: A Case Study


Facebook Ads is a business channel only if you know how to set up and run profitable campaigns. If you have an e-commerce business, Facebook Ads can be extremely powerful. In this article, you‘re going to read the 3 main mistakes to avoid before doing Facebook Ads, and see 3 steps to create a successful Facebook Ads Strategy for e-commerce. Social Media

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

B2B Customer Experience: Why It Matters and Where to Start

Heinz Marketing

By Maria Geokezas , VP of Client Services at Heinz Marketing. Customer experience matters – to the tune of $1 billion a year for SaaS-based companies alone. And most CMOs know customer experience matters but sadly, only 57% of them report marginal customer experience impact. Customer experience impacts the business’ bottom line. In a recent study, the Temkin Group found that when faced with a positive customer experience customers spend more.

How to Make All Your Accounts Safer With Two-Factor Authentication (2FA)


Nowadays, account security is a major concern for companies and their employees. It can pose a major threat to your employer if you're hacked -- if someone hacks your Gmail account, for instance, he will have access to company contacts, as well as your calendar, Google Docs, Google Sheets, and other private company information. For this reason, Duo Mobile and other two-factor authentication apps have risen in popularity.

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How to Create a Topical Intent-Segmented Content Strategy

Content Science Review

This article looks at the pitfalls of pure SEO and topical content strategies then combines them with intent for an improved hybrid technique. Article

Do I Still Need TLD For My Business?


Choosing a domain name for your business often goes something like this: 1. After hours of brainstorming, you discover the perfect domain name only to find out it was registered 20 years ago. After a few more hours, you settle on another choice only to find out a payment of $50,000 was required. After more hours and more iterations, you end up buying domain name that you don’t feel great about.

SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

Four Surefire Ways to Grow Your Instagram


Thinking about getting your company established on Instagram but don’t know where to start? It can be stressful, but Instagram growth has great payoff potential. 300 million people use Instagram daily – that’s a ton of potential customers! If you’ve caught yourself thinking… “What am I going to post? How do I get followers? What’s a regram? Will I get engagement?” …Now is your chance to learn! It all comes down to your initial strategy.

Bowlers Raise $400,000 for


For the past ten years, more than 3,000 agency, advertiser, and media company leaders have gathered on an evening in March to Bowl for To date, this fun annual event has raised over $4 million for!

Takeaways from the Sales Enablement Society Boston Spring Event


Last week, Seismic was honored to host the Sales Enablement Society (SES) 2019 Boston Spring Event at our office. The event was attended by a mix of sales enablement veterans, new practitioners, those looking to gather more information before making an investment, and more. Beginning and ending with networking, the crux of the event was a panel on how and when to leverage sales enablement solutions to reach sales enablement goals.

The Importance of Online Presence to Your Business

Altitude Branding

Image source. Advertising and marketing are some of the pillars of effective business strategies. There are many ways to get your business out there and advertise your services. One of the oldest ways to market your business, be it a product or a service, is by word of mouth. This is the most credible, and cheapest way to help grow your business. Although the best things in life are free, this is not the case for marketing.

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.