Tue.Feb 18, 2020

Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place.

How To Fix A B2B Sales Funnel That Is Broken


It’s comforting to know you have a sales funnel in place: a series of steps to take a prospective customer from a position of unfamiliarity with your brand to the point of being ready to pay your asking price for your services and/or products. It adds a great deal of clarity to a sales process that can easily feel vague and overwhelming and allows you to get granular with analytics. But what if you have a sales funnel that simply isn’t performing as required?


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Email Marketing is Far From Dead…Here’s Why

Heinz Marketing

By Michelle Voznyuk , Marketing Consultant at Heinz Marketing. We all get it. We all hate it. While some emails might feel like spam, they aren’t usually classified that way, technically. . In order to be considered “email spam”, the message has to be unsolicited. Most of us willingly sign up for promotional emails when we subscribe to a mailing list in exchange for a coupon, or check that box in the online shopping cart during checkout.

Event Content Ideas: How to Choose the Best Topics that Resonate with Your Audience

Marketing Insider Group

Content can be effective for event marketing, but to get the best results, choose topics that will drive engagement and attract social media shares. Content marketing should be an important part of any event marketing strategy. It’s cheap, simple, and effective. But, how do you narrow down your event content ideas to find the most effective topics? What sort of content should you create to engage your target audience, encourage social media sharing, and ultimately sell more tickets?

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

B2C Personalization Blog Series Part 2: Creating a Single Brand Experience to Grow Relationships


In Part 1 of this series on personalization , we discussed the importance of responsiveness and reacting to customer behaviors. These leading indicators of activities you want to accelerate or mitigate in a timely fashion are key to building a highly personalized customer experience. Let’s say you’ve nailed that though. What’s next? Data-driven relationship marketing, which takes a huge step toward meeting customers’ ever-growing expectations.

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More Trending

Using Video Marketing to Improve Engagement


This blog post walks you through 3 ways to use video marketing to improve engagement - including customer reviews, webinars, and live streaming. Content Marketing Customer Marketing

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How to Get More Leads on Social Media: 7 Effective Tactics


Social media lead generation is part of every marketer’s strategy—whether they know it or not. For marketers ready to move beyond brand awareness and engagement, social media lead generation is a good next step. Collecting leads on social media will help you find people interested in your company. More importantly, these leads will help you keep in touch with potential customers—whether it’s to make a special offer or share news.

SearchChat Podcast: Is Anonymous Information Really Anonymous?


In today’s episode Steve Zakur and I respond to a recent article that criticized anonymous data, with the main critique being that it isn’t really anonymous. If you can grab the IP address and dig further to find identities, is that really anonymous? Our answer: not really, but that isn’t what anonymous data is. . So what truly is anonymous data, and when is it appropriate to bring that data into the forefront in your discussions with customers?

B2B Content Marketing for SaaS Companies: 4 Keys to Success

KoMarketing Associates

SaaS companies face unique challenges when it comes to content marketing strategy. Though customer retention is critical across industries, SaaS depends on the recurring revenue of active users. For that reason, the buyer’s journey looks a little different than others, and there’s a greater focus placed on turning your active users into loyal advocates for the brand.

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!

This Content Marketing ROI Calculator Is Just What You Need for Sales Enablement

Contently - Strategy

When we talk about content marketing ROI, we often ignore one of the biggest opportunities in front of us: sales enablement. As I wrote about in this Ask a Content Strategist column , content marketers have a tendency to stop thinking about ROI after lead generation. This is due to the nonsensical misconception that content marketing is just a top-funnel marketing activity. The whole point of generating good leads is to grow your business.

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Want More Business? Narrow Content Focus to Targeted Accounts

Content Marketing Institute

Simply adding volume or velocity is not enough to put content initiatives on a sustainable path to business success. Follow the advice of Demandbase’s growth marketing leader to prioritize buying signals when increasing your opportunities. Continue reading → The post Want More Business? Narrow Content Focus to Targeted Accounts appeared first on Content Marketing Institute. Company News

10 Reasons You’re Losing Followers on Social Media

Outbound Engine

When you started building your business’s social network, you likely had a number of goals in mind. Maybe you wanted to increase brand awareness, earn referrals or convert sales. But one thing you definitely didn’t hope for was losing followers on social media. It’s unrealistic to think each social media post will be a viral sensation. You can’t please everyone all the time.

How to Build Credibility and Authority with In-Depth Content


Every brand wants to gain its customers' trust. Content marketing is undoubtedly one of the best ways to do that, but if your content frequently only scratches the surface of a problem, you may never plant the seed in new visitors. Content Marketing Content Planning Content Strategy Tips & How-Tos authority calendar case study collaboration content credibility data in-depth marketing planning platform sme strategy topics trust word count

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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.

Don’t Let the Sun Set On Your Emails: Create A Sunset Policy.


Rejection comes in many forms. . Being stood up on a date; When your boss hard passes on one of your ideas; Or, when leads stop responding to your emails, just to name a few. Rejection is no fun. It can make you feel like you don’t matter, or that all the effort you put in getting ready for that date or impressing your boss was pointless. But, how you choose to handle that rejection can make all the difference.

Chief Outsiders' 2020 CMO Survey: Insights for Marketers

Martech Advisor

72% of Chief Marketing Officers (CMOs) see greater collaboration in organizations to reach company-wide growth goals. Executives-as-a-Service" firm, Chief Outsiders , released its 2020 Market Trends , a CMO survey about what to expect this year in marketing and company growth. Let's look at the survey findings and insights.

Getting Emotional?Building Customer Trust Is Key to Your Brand’s Future


Business is getting emotional when it comes to customer experience strategies. The traditional rational consumer model has been challenged by a more intuitive consumer model. Rather than viewing customers as essentially rational in their decision making, the role of emotion in our decision making has received an increasing amount of attention and consideration. It is also a key component of building customer trust.

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20+ of the Best Script Fonts to Make Your Creative Projects Stand Out


I think we can all agree that the font you choose can make or break a project. In previous articles, we’ve talked about cool banner fonts, hand lettering fonts, and modern fonts. Today, I want to dig into another font related topic—script fonts. These types of fonts have an exponential impact on the harmony and […]. Design

How to Redirect Your Indirect Channels by 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.

Why CRM Marketplace is a Band-Aid for a Failing Product

Martech Advisor

In this article, Adam Honig, CEO of Spiro, discusses why building an ecosystem of app providers and consultants for an already expensive CRM is bad for users. Drawing upon his 20+ years in the CRM industry, including founding one of the world’s largest CRM consultancies, he shares inside details on how the system is designed to trap you as a customer. Here’s a well-known fact: CRM is cumbersome, clunky and as many CRM projects fail as succeed.

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Meet AI, Your New Creative Teammate


Creativity has always been the crux of advertising. So while artificial intelligence (AI) has been routinely used across digital media. The post Meet AI, Your New Creative Teammate appeared first on Albert

Agile Workflow | How It Helps Marketers Deliver Personalized Experiences


Spotify continues to heighten consumer expectations of personalization from brands. Last year, the music-streaming giant announced that some of its previously human-curated public playlists will be tailored to the tastes of individual users. That means no two distinct users will have the exact same playlists appearing in the Spotify dashboard.

Why brands need a social media monitoring strategy

Sprout Social

It’s no longer enough to respond only to @mentions of your brand online. If that’s all you’re keeping an eye on, you’re most likely missing a variety of messages that only mention your brand by a variation of your name or shout out a product. On top of that, it certainly gets time consuming to switch between so many separate apps to make sure you’re on top of it all.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

B2B Email Validation: Testing TowerData and Our Competitors


As a premier data service provider, we pride ourselves on our constantly tested, industry-leading solutions fueled by reliable, validated data. And while you typically see us discuss our B2C email validation testing, we perform the same extensive tests to ensure reliability and success for our B2B data. Email Validation

What is Machine Learning?


Misconceptions about machine learning (ML) are running rampant among business leaders, and hindering organizations from effectively using and seeing results. The post What is Machine Learning? appeared first on Albert

Q&A with Anthony Botibol, VP of Marketing at BlueVenn


30-second summary: Technology vendors use the hype around CDPs as a way to get onto RFPs and tenders, which can often lead to inertia in the marketer’s decision-making process, where they get to a shortlist of two or three technologies that all fix very different issues. A good marketer will look at the customer through the entire customer journey – from the awareness stage, right through to the retention stage, and beyond.

15 Simple Ways to Increase Instagram Engagement


Increasing Instagram engagement takes time and it takes effort. After all, it’s just not realistic for brands to expect instant Instagram success à la Jennifer Aniston. One million followers in five hours and 16 minutes? Record-setting. In this article, you’ll learn what Instagram engagement means, different ways of measuring your engagement rate on Instagram, and 15 simple things you can do to increase your brand’s Instagram engagement.

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.