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6 Success Factors for Adopting Marketing Automation


Are you getting ready to implement marketing automation? Marketing automation is not rocket science, but it does take strategy, planning, and preparation to make it work well and meet your company’s expectations. Have consistent messaging for every persona at every stage.

Want to Do Marketing Automation? Do These 6 Things First


Do they include launching a marketing automation program? But be aware you’ve got a lot of work to do before you buy marketing automation software, much less schedule your first campaign. You see, if you want marketing automation to work, you’ll need to set up a few things first. Marketing automation runs on data. Data quality has always been the bedrock of marketing. Same for your videos, datasheets, white papers … you get the idea.

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5 Ways Your B2B Marketing Automation is Failing

Modern Marketing

Ascend2 found that the most significant barrier to marketing automation success is the lack of an effective strategy. And according to's Marketing Automation Benchmarking Report, 17% of marketers say marketing automation has been very beneficial for their company.

The Marketing Automation Terms You Need to Know


Well, we’re not your mom, but we’ve got the same advice when it comes to learning about marketing automation. That’s why we’ve created The Ultimate Marketing Automation Glossary. We even have a special section with terms specific to marketing agencies.

5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Inbound marketing doesn’t work, or at best is grossly inefficient.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

Interactive Content, Marketing Automation, and the Engagement Economy


With more than 90% of B2B marketers using content marketing as part of a larger inbound strategy, today’s marketing teams are finding that audiences are nearing a saturation point in regard to the amount of static content being sent their way. What Works Today in Marketing.

The Link Between Lead Nurturing and Buyer Experience Marketing

Tony Zambito

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years.  Image by kardboard604 via Flickr.

What’s the Difference Between a Persona Score and a Predictive Score?


In the age of big data , B2B marketing and sales need a clear, effective way to make sense of the enormous volumes of data in their Marketing Automation and CRM platforms. The two most common ways to score your database are via persona and/or predictive score.

What can the losing football coach teach us about making your sales quota?

Sales Engine

As sales and marketing professionals, I think we can all identify—players on the field feel like they are facing an all-out blitz! Sales Plans are unattainable! The sales team is not making quota! Is it the VP of Sales? Sales Enablement

Lead Nurturing in 6 Simple Steps

B2B Lead Generation Blog

I get that question frequently when I talk to marketers about lead nurturing. Include all of the people you could potentially sell to: people you’ve met at trade shows, who have spoken with your sales team and who have responded to your website. Segment your database into personas.

Mapping Your Content to the Buyer’s Journey in 15 minutes


Periodically, today’s content marketer needs to take a step back and see the forest (or whatever is your preferred “big picture” cliché). These pauses are an excellent time to evaluate whether your offered content matches your targeted audience’s persona(s) and where they are in their buying journeys. In this episode of the Rethink Podcast, we meet with Karrie Sundbom, senior manager for content marketing at Act-On. Want to learn more tips for Content Marketing?

Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact.

5 New Year’s Resolutions for Marketers


This year, in addition to my usual list of personal resolutions, I’ve decided to add on a new list – a set of professional resolutions for myself as a content marketer. Here are the five New Year’s Resolutions for Marketers that I plan to try to keep in mind during 2016 and beyond.

How to Drive More Sales with Intent Data


B2B Marketing and Sales leaders are constantly looking for the next innovative method to give them a competitive edge – particularly in driving revenue for their business. How can B2B marketing teams most effectively leverage intent data?

A Lead Scoring Checklist for Sales and Marketing

Marketing Action

Next, you apply those scores as your leads engage, and the higher scores should be more sales-ready or sales-worthy. Lead scoring is one of marketing automation’s great wins. Create and embrace your target buyer persona(s). Get complete alignment with sales.

Marketing Automation Tips for Manufacturers


Manufacturing companies have been figuring out ways to automate repeatable processes for over two centuries. Automation, in one form or another, has been driving the improvement of manufacturing since the first industrial revolution. Select the right Marketing Automation Solution.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. If you need convincing, here are 32 B2B digital marketing case studies that prove the potental ROI. million in sales for 2011. “In

Treats or Tricks? 13 Timeless Marketing Horrors


Marketing can be a high-wire act. With Halloween approaching, we thought we’d take a look at the tricks – and a few of the potential treats – of digital marketing. That can happen if you don’t have a documented marketing plan. 5) Your automation process has dead ends.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

B2B Marketing Insider

Are you worried prospects will think your email marketing is spammy? Email marketing has gotten a bad rap. Like other innovative technologies that marketers have gotten hold of over the years, it’s become the object of much derision. Think about your buyer persona.

A New Framework for Sales Enablement

Marketing Action

Is “sales enablement” just another buzzword? Yes : A quick Google search returns just over a million hits, and many are insipid. (“ Is ‘sales enablement’ the new black? ” The other four categories are: Knowledge Management (KM), Configure, Price, Quote (CPQ), Sales Intelligence.

3 Reports Every Marketer Should Run to Measure Lead Scoring Effectiveness

Modern Marketing

Lead scoring is a widely discussed strategic topic among marketing automation users. Oftentimes the immediate tactical nuances include lead nurturing, content marketing, and dynamic content. In developing your personas, be sure to distinguish target and goal audiences.

What are the building blocks of a lead generation strategy?

Sales Engine

Where most B2B companies are investing in content marketing , less than a quarter are satisfied with their return. Marketing has traditionally been focused on branding to create awareness. If you don’t have a sales process (because you rely solely on referrals), start there.

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan


Considering that around 80% of leads never turn into sales, you need a proper lead nurturing plan, including lead scoring, with the goal to transform those leads you do have into potential sales opportunities. Shortening of sales cycles. When should they go to sales?

Common Pitfalls in Demand Generation Strategy


It turns out there are some common pitfalls among marketers. A couple emails, a webinar and three white papers do not make a marketing strategy. Is your company trying to gain market share or drive incremental revenue? Delivering unqualified leads to sales.

Has the Demand Gen Dilemma Got You Down?

Sales Engine

Situation: Your sales team is struggling because they can’t get in front of as many prospects as they used to. As a marketer, you’ve built a great website and figured out your branding and positioning. More Related Content From Sales Engine: Outsource Expert Content?

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

The Forward Observer

Are you worried prospects will think your email marketing is spammy? Email marketing has gotten a bad rap. Like other innovative technologies that marketers have gotten hold of over the years, it’s become the object of much derision. Think about your buyer persona.

5 Ways to Immediately Boost Account Based Marketing (ABM)

B2B Lead Generation Blog

What are the five ways you can immediately improve your account based marketing (ABM) and selling? I recently did an interview on with Jim Obermayer founder of Sales Lead Management Association and Funnel Media Group. I described I was in marketing.

Mining The Buyer Perspective: Steps to Lead Routing, Scoring, And Nurturing Success

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , a leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales.

Metrics to Help You Track Brand, Demand, and Expand


Marketing, as an industry, sometimes does what Kevin Bobowski, Act-On’s CMO, calls “putting old wine in new bottles.” Exhibit A might be content marketing, which has become a very popular term since about 2011. Content marketing as a practice , however goes back a long way.

The Top-5 B2B Marketing Trends for 2012

Everything Technology Marketing

It is time again for our annual B2B Marketing "predictions". As every year, I asked the 25,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn about their B2B marketing priorities for 2012. Happy New Year!

Advanced Retargeting: Nurturing Your Audience Across Digital Channels


The SaaS marketing world is humming in 2016 to the tune of offering your business something – anything – related to account-based marketing (ABM). According to Gleanster Research, 30 percent to 50 percent of the leads that marketers get are qualified, but are not yet ready to buy.

A new eBook; Content Marketing Templates for Lead Generation


If you’re a content marketer, then you know the challenges you face. A sound content marketing plan is critical to the success of your lead generation efforts. Producing enough relevant content targeted to specific audiences and personas. Buyer Persona Development.

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5 Mistakes Companies Make When Automating Their Marketing


the marketing automation space is due to grow by 60% this year and reach overall revenues of $1.2 The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations.

Tom Pisello: The ROI Guy: Net Present Value (NPV) Savings Defined

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

Effective Lead Nurturing in Stages


Most online visitors don’t convert from the get-go, as some prospects need more time before moving further along the sales funnel. It’s important to know who your ideal customer is, and the way to do this is by creating buyer personas. A buyer persona describes your ideal lead.

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The Death of Copy Writing

Tomorrow People

A strong, clear written message forms the core of marketing content for many businesses, from the big budget adverts - to the growth of business websites and SEO copywriting. Create marketing personas. marketing automation workflow image courtesy of Hubspot ].

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program


Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Lead-to-sale conversion rate. This is called Buyer Persona development.

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation


A B2B Video Marketing Strategy Overview. That brings us to a discussion of video marketing for B2B. Depending on what you read, most research shows that white papers are still the most authoritative content asset, but video marketing continues to grow.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Tweet The ultimate goal of B2B marketing and lead generation is to help the sales team sell. Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. The way you treat your leads tells them about how you’ll serve as customers (from generating interest, through nurturing and into your sales team). Improve Sales, marketing systems and process alignment.