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    [Sales] Measuring Marketing Effectiveness: 5 Metrics You Need to Track
    Brand awareness: Understanding brand awareness is especially important in industries with longer sales cycles and even just in general, as buyers today tend to do far more research on their own before ever reaching out to a company for more information. Today, there’s no excuse for flying blind — everything your marketing team does should be intelligent.
    [Sales] What is Dark Data and What Does It Mean for Marketers?
    Determine what type of data you need to leverage that to help your business in strategic ways related to the customer experience, marketing, and sales efforts. Although dark data sounds ominous or potentially illegal, it’s neither. However, dark data is something you need to be aware of and be prepared to address it.
    [Sales] Adopting Marketing Automation Step by Step
    Getting better at basics like email segmentation is good, but the full value from marketing automation requires deeper changes: lifecycle mapping, lead scoring, process improvements, behavior-driven nurture programs, revenue analysis, and tighter integration between marketing and sales. Later, expand to tasks that involve other departments: lead scoring, sales integration, and revenue analytics. Imagine a wall. Your business is on one side and a pot of gold is on the other.
  • FATHOM  |  MONDAY, AUGUST 22, 2016
    [Sales] The Value of Staying Focused on Your Audience
    Making money might be the real point of marketing, according to your sales team or CFO. To answer this question, think about what channels your products/services are purchased on, what the buyers’ journey is for your offerings, what stage in this buyers’ journey tips your customers over to initiating contact, and how long a sale or purchase typically takes. What is the Customer’s Relationship After the Initial Sale? But, what happens after that first sale?
    [Sales] How to Use Social Selling to Connect With Barricaded Buyers
    The way your customers buy has changed in recent years, and sadly, many in sales are still in denial about it. And the seller leveraged that information to his benefit to guide (or strong arm) the sale. To make matters worse, buyers can also avoid your interruptive sales and marketing messages. Be honest – have you ever not answered the phone because caller ID indicated it might be a sales call?
  • HUBSPOT  |  SUNDAY, MAY 25, 2014
    [Sales] Conversion-Friendly Design, Lead Gen Help & More in HubSpot Content This Week
    5 Reasons Why Sales Leaders Will Love Inbound Marketing Software. Inbound marketing software is designed to benefit both your sales and marketing teams. In this blog post , learn the reasons why your sales leaders will love inbound marketing. This week at HubSpot, we dedicated a lot of our content to improving conversions -- a critical part of every stage of the inbound marketing methodology.
  • KAPOST  |  TUESDAY, MAY 24, 2016
    [Sales] How to Improve Your Lead Nurturing Program
    That’s why, back in 2011, Marketing Sherpa found that fewer emails yielded more sales. With this approach, the sales will take care of themselves. Over time, many marketers will see a dip in their lead nurturing programs. It’s normal: prospective buyers may find other options for products or services. And at some point, your less-engaged audiences may simply churn out of your funnel.
    [Sales] 5 Steps to Use Marketing Automation for Improved Conversion Knowledge
    The longer your sales cycle, and the more complex your product or service, the more content you’ll need to serve up to prospects and clients. by contributor | Tweet this Editor’s Note : Today’s post comes courtesy of Shannon Cadden , a Project Manager and System Administrator at 3D2B. Shannon implements and manages Marketing Systems, Databases, and Social Media. She was raised in both America and Germany.
    [Sales] 3 Things to Consider Before Gating Your B2B Content
    Of course, it would be useful for your sales team to know what specific problems that person encounters in their current position or to have their phone number and address on file. For more information on using content marketing for different stages of the sales cycle, check out our free Content Marketing Guide for Professional Services. Gating content can be a useful lead generation and nurturing strategy in professional services marketing.
    [Sales] 11 Remarkable Guides to Marketing, Search, and Life
    What’s the best time to reach b2b sales prospects? In addition to providing original content for marketing and PR professionals, this blog frequently highlights “best of” content across a variety of topic areas including search engine optimization (SEO) , social media marketing, social PR, and web presence optimization (WPO) —the discipline that ties together these areas plus online advertising and content marketing.
  • ENGAGIO  |  MONDAY, MAY 15, 2017
    [Sales] Regardless of Your Strategy, Why Marketing Orchestration is the Way to Go
    For example, many marketing organizations generate MQLs, MQAs, or in some case meetings, then they pass them over to Sales. Your team did all the right things, presented in front of the sales team on strategy, and even got input on target accounts from the sales team – yet progress seems slow. For this event to be successful, it requires heavy sales involvement. Did sales send the invites on time? How to work with sales the right way.
  • HUBSPOT  |  TUESDAY, APRIL 14, 2015
    [Sales] Why Marketing Automation Needs Permission Marketing
    They''re used to buying lists and watching their sales team make cold calls to generate leads and close customers. Why pepper thousands of people with sales literature when only a very tiny percentage will ever be interested? Even if you''ve never heard the term before, chances are you''ve experienced permission marketing. Ever subscribe to a company''s blog to receive notifications when they publish new posts?
  • THE ROI GUY  |  FRIDAY, OCTOBER 26, 2012
    [Sales] ValueStory Mobile Value Selling Roadshow Gets Purple in Seattle
    The discussions were fantastic as we reviewed what impact the research would have on sales and marketing strategies for 2013, and the ways in which mobile engagement Apps could help overcome some of these challenges. We had a great turnout for our Mobile Value Selling Roadshow session at the hip Purple restaurant in Bellevue this past week.
  • THE ROI GUY  |  WEDNESDAY, JULY 18, 2012
    [Sales] Case Study: Avaya IP Office TCO Calculator
    The tool currently fuels important demand-generation campaigns for Avaya, driving significant sales-ready opportunities. Avaya needed to promote the cost advantages of its IP Office unified communication solution, helping buyers understand what they are currently spending on telephony and audio conferencing, and what savings Avaya could deliver.
    [Sales] What’s your company’s Return on Know-how?
    At times, their ideas and energy can open sales opportunities the company never knew existed at its customers or prospects. This will give you an idea of the potential sales that remain to be realized. Reducing the cost of sales leads is one area: Could turning your SMEs into subtle salespeople be a cheaper way of identifying new opportunities than your current sales force? Could this enable the sales force to be reduced by two people?
  • VIEWPOINT  |  MONDAY, JULY 24, 2017
    [Sales] Scheduling an Appointment With an "Uncloseable"
    One of the uncloseables on their list was a company from which PointClear generated a sales-qualified lead that we turned over to a client in the middle of 2016. We know how to navigate the prospect, to find the decisionmaker, to pinpoint the need, and to move the lead to sales-qualified status. sent email to schedule a meeting with sales exec. A sales-qualified lead tops the list of course. Lack of persistence in lead follow-up by sales.
    [Sales] NitroMojo and Marketing Advocate Specialize in Marketing Automation for Channel Partners
    The system also provides sales reps and sales managers with basic sales automation, including abilities to enter and rate new leads, review and prioritize existing leads, track call results, send materials from a central library, and schedule future calls. Pricing starts around $3,000 per year plus $100 per user per month, which is usually less than the cost of marketing automation and sales automation systems that NitroMojo would replace.
    [Sales] Meaningful Engagement Yields Revenue from Online Lead Generation
    The winners are those who can put themselves in the shoes of their prospects, understand their pains or ambitions and create a compelling, interactive story using a compilation of assets and media to tell that story over the course of the marketing and sales cycle. The sales rep becomes one delivery mechanism, albeit a very important one, in telling the story. Rachel Spasser is Vice President of Marketing at Ariba ; the leading provider of collaborative business commerce solutions.
  • HUBSPOT  |  TUESDAY, JUNE 7, 2016
    [Sales] A Loyalty Program Becomes a Retention Hub
    Many online retailers will try to get more referrals, sales, or shares by offering a straight discount. You might see discounts as a necessary evil to get the ball rolling, but it can actually do some serious damage to your brand image and sales. It is seven times more expensive to acquire a new customer than it is to retain an existing one, and it is only getting more expensive. As more and more ecommerce stores enter the market, the demand for PPC goes up.
  • 6SENSE  |  THURSDAY, MAY 19, 2016
    [Sales] Founder Q&A: Predictive Powered Account Based Marketing
    When does sales not sell to accounts? Q2: How does ABM help align sales and marketing teams? ABM aligns sales and marketing through omni-channel prospecting, from marketing messaging to sales outbound prospecting. To find ALL of the buyers in a committee per account, marketing and sales must be able to track both known and unknown activity. To be effective, sales and marketing must target accounts when they are in an active buying cycle.
    [Sales] 3 Business Blogs with Proven ROI from Industrial Companies
    I found three industrial blogs that have produced measurable ROI in terms of lead generation and sales – key performance metrics that resonate with the C-suite. Objectives: To own the space as the thought leader, build familiarity and gain trust for a wide variety of topics and technologies that are of interest to specific audiences; generate contacts (customers) that lead to profitable sales; and deliver more sophisticated customers support.
    [Sales] Why Your Content Audit Isn’t Actually Helping Your Content Strategy
    Does your company measure success in leads and sales? Factors that frequently lie outside of your team’s control can make it difficult to tie content to specific leads or sale-generating events. The term “content strategy” gets thrown around pretty casually at some companies. It’s a phrase that’s come to represent everything from well-documented purpose and operation for a content hub to a vague intention that underlies a collection of blog articles.
    [Sales] B2B Marketing Calls-to-Action (CTAs) Won’t Kill a Cute and Fluffy Puppy
    This is why B2B buyers partner with those people who they know, like and trust – relationship-based sales are “the norm.” One thing is for sure, if you don’t ask, you aren’t likely to have a shot at getting the sale. This begs the question, what is an appropriate CTA at the very beginning of a sales cycle and what might be the next step after that to further engage a prospect?
    [Sales] Real-World Results from Web Presence Optimization
    Jill Konrath – “Selling to Big Companies” Author and sales trainer Jill Konrath combines her website and blog with content marketing, online PR, social media and AdWords to dominate both sides of the front page of Google for the phrase “selling to big companies.” My last post, What is Web Presence Optimization, and Why Should I Care? laid out the definition of and rationale for a web presence optimization (WPO) strategy.
    [Sales] 3 Ways to Justify Your Event Spend
    This data can be used to improve the event experience, but more importantly, it can be used to qualify sales targets, improve lead generation, and optimize a company’s overall marketing strategy. Author: Jennifer Hawkins Events have traditionally been one of marketing’s biggest spends, but they’re notorious for failing to generate useful information.
    [Sales] Understanding Known and Unknown Customers
    Customer Acquisition – Sales down for the quarter? With the rise of Data Management Platforms (DMP) within a marketer’s arsenal, there has been a lot of talk about the ‘known and unknown universe’ In turn a lot of questions have come my way about what this actually means. To help answer these questions, allow me to explain the concept of the DMP.
  • FATHOM  |  MONDAY, APRIL 7, 2014
    [Sales] Marketing Authenticity
    Sales & Marketing Alignment authenticity empathy We can look at this title 2 ways: What makes for authentic marketing (vs. the disingenuous kind) and what is the process by which you should market authenticity—in other words, how should you present your authentic brand/self? Let’s take the first question first. What makes for authentic marketing? Well, honesty, for one. And allowing your organization’s/brand’s personality to shine through your communications.
    [Sales] Outsourcing Strategic Account Management – What, are you crazy?!
    The line of thinking goes something like this: “Outside resources cannot possibly understand what our sales reps and account managers know about our company, our solutions and our culture. The lack of internal alignment between marketing and sales causes the two groups to see everything from market definition to lead definition and accountability differently. Internal marketing and sales performance measurement may be based on the wrong metrics.
    [Sales] Seven of the Best Guides to Marketing with Pinterest of 2012
    B2B Marketing & Pinterest: 5 Tips for Becoming the Ultimate Pinner by Marketo B2B Marketing and Sales Blog. While consumer brand marketers are embracing Pinterest enthusiastically, many B2B marketers are still in a quandary about the visual sharing site. On one hand, it’s highly engaging, rapidly growing, and has more than 11 million users. On the other hand, 80% of users are women and the most popular topics continue to be fashion, cooking, home decor, crafts, weddings and kids.
    [Sales] How to (Quickly) Get Content Marketing Strategy Executive Buy-In
    In addition to marketing, tech, public relations, sales, and executive leadership personnel can all participate in an enterprise-wide content strategy. This eBook from Convince and Convert’s Jay Baer and the CMI provides a detailed breakdown of the four major content marketing metrics: consumption metrics, sharing metrics, lead generation metrics, and sales metrics. There’s a major difference between creating content and embracing a full content marketing strategy.
    [Sales] Cloud Connectors & Revenue Performance Management: An Interview with Steven Woods [Video]
    Revenue Performance Management is about getting a single view of the marketing and sales pipeline, which means from the early stages of awareness through the entire investigation process to close. That gives you an indicator of whether or not a prospect is ready to talk to sales yet. That way when you get sales in front of them you’re only getting them in front of people in those organizations with a strong fit. by Jesse Noyes | Tweet this.
    [Sales] Advocates and Influencers: Differences, Uses, and Red Flags
    Referral customers come into your sales funnel near the middle or bottom, drastically shortening the sales cycle. “Advocates” are customers who are strongly motivated to say positive things about your brand, as well as your products or services. They are critical in your branding efforts, as word-of-mouth is still the most powerful force for influencing potential customers.
    [Sales] 41 marketing technology stacks from the 2016 Stackies Awards
    So many projects converged for me at the MarTech conference this week in San Francisco. An amazing cast of speakers and sponsors, who knocked it out of the park (thank you!). The release of the 2016 marketing technology landscape. The shipping of Hacking Marketing. But my favorite was the unveiling of the 2016 Stackies Awards.
  • HUBSPOT  |  TUESDAY, JULY 26, 2016
    [Sales] It's Not About The Release Anymore. PR is Now Social PR.
    Brand ambassador relationships are about sales, and you increase sales when you connect with a person. Ten years ago my answer to the cocktail party question, “What do you do?” was as easy as two letters: PR. These days that answer is: I help companies in the design and build industry connect with their targets through social media, content marketing, public relations and strategic partnerships. Say that after two cocktails.)The
  • HUBSPOT  |  MONDAY, MARCH 10, 2014
    [Sales] Don't Let Uninspired Compromise Ruin Your Homepage
    Christensen and his colleagues were doing a consulting project for a major fast food restaurant, trying to help the company improve milkshake sales. The restaurant chain had already asked customers for feedback on their milkshakes and come up with a range of improvements, most of which had no impact on sales. They made it thicker (so it lasted longer), they added fruit chunks (so it was more fun) and sales went up.
    [Sales] 11 B2B Marketing Predictions for 2011
    Mobile Marketing – I know I said last year was the year of mobile marketing but I just saw a stat from a Mary Meeker presentation that smart phones will eclipse PC sales in 2012 (that’s just a year away) which will lead us to more mobile usage than PC usage so you better start your Mobile Marketing program now. Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way.
    [Sales] Hiring a Marketer: What Skill Set Should You Look For?
    Marketing is an important link between buyers and your product or service, and marketers have always been tasked with finding new customers for sales to close. These days, when your prospect gets most of the way through the buying process without talking to your sales team (or another human on your team), the typical marketer is using email and website tactics to help your brand remain in consideration and warm up those prospects. Sales tools such as data sheets?
    [Sales] Does Gamification Work On a Customer Community? [CHART]
    Sign Up now for Chart of the Week to get a sales and marketing performance snapshot in your inbox every week! by Heather Foeh | Tweet this Gamification is a hot topic these days. If you’re unfamiliar with the term, it refers to taking the motivational and reward aspects of video games and adding them to non-game places, such as websites, software, etc.
  • HUBSPOT  |  FRIDAY, JANUARY 20, 2012
    [Sales] 8 Mistakes That Kill Lead-to-Customer Conversions
    But luckily (for the leads and the sales organization), marketers are also still thinking about what happens to those leads once they enter the CRM. While leads were once given the cold shoulder upon entering the middle of the funnel -- sales isn't ready to talk to them, and marketing is worried about generating more leads -- now effort is being expended to nurture those leads to a point at which they're uber-qualified and ready to buy your awesome product or service.
    [Sales] 3 Trigger Marketing Tips To Improve Engagement
    If only there was a sure-fire way to write calls-to-action that always demanded a click, we would all make unlimited sales. by contributor | Tweet this Editor’s Note : Today’s post comes courtesy of Josh Haynam , the co-founder of Interact, a platform for creating lead capture quizzes. He frequently writes about using content effectively and getting the most from it. Follow Josh on Twitter @jhaynam.
    [Sales] Interesting Infographics: What’s Happening to B2B on Mobile?
    But how do the numbers look on the sales side? Mobile e-commerce is a huge part of our lives now. From Etsy to eBay to Amazon to Groupon, you can bet that there is an app for that. You can buy pretty much anything from the comfort of your own couch. Generally, when we talk about mobile e-commerce, the focus is on retail. Today I’d like to turn the spotlight onto B2B, with the help of this handy infographic from Usablenet.
    [Sales] Alinean launches free Mobile ROI Calculator
    The ValueStory App and ROI Calculators are available for free download from the App store , for use directly by executives to drive better Tablet investment decisions, or by Tablet and App sales professionals and consultants to help prospects more quickly understand the TCO and ROI of various options.
    [Sales] 10 Marketing Over Coffee Podcasts You Should Check Out
    He is a frequent guest on the show but this interview is about his latest book that moves the lens from Marketing and PR over to Sales. A lot of in the trenches discussion about lead scoring and the handoff of leads from sales to marketing. Podcasts (And Coffee) Are Hot! Recently I was interviewed by Marketing Over Coffee podcast host John J. So I checked out some of their episodes and found some really great stuff I’d like to share. What is Marketing Over Coffee ?
    [Sales] Content2Conversion 2016 - My B2B Marketing Utopia
    Listen to input from sales, social and of course your customers. Within two months, nearly 500 qualified leads for sales were brought in. As a result, the training sales team, for the first time ever, finished the month of March at 184% of quota, and finished Q1 at 133% of quota. As an event marketing manager, sometimes you look at your calendar and just think that you're crazy.
    [Sales] Should CMO stand for Cheap Marketing Officer?
    And most of my clients hire me because they really need to cut the budget but they don’t want to cut sales. Now that it can be done cheaply, it is as important as everything else that leads to a sale. Photo credit: Images_of_Money. I’m cheap. There. I said it. Some people don’t like the word cheap. They’d rather be frugal or thrifty. Not me. Those are $2 words when a ten-cent word like cheap fits me just fine.
    [Sales] 5 Case Studies: Using Interactive Content in Social Media
    KISSmetrics also recommends including faces in marketing campaigns to increase engagement — A/B testing found that when one website, Medalia Art , replaced images of paintings for sale with photos of the artists, they experienced a 95% increase in conversations. TrackMaven’s user-friendly quiz garnered a 5% share rate and sourced valuable leads for their teed-up sales funnel. What does your content marketing process look like?
    [Sales] Skip Miller and Janelle Johnson Discuss the New Normal of Lead Qualification
    Editor’s Note: William “Skip” Miller is President of M3 Learning , a company whose sales training tools are changing the way sales professionals get work done. Skip has spent more than 25 years in various sales, marketing, and operational management roles, including with McDonnell Douglas and Dataquest. He’s the author of five best-selling books, including “ProActive Sales Management,” which ranked number one on Amazon for five consecutive years.
    [Sales] Skip Miller and Janelle Johnson Discuss the New Normal of Lead Qualification
    Editor’s Note: William “Skip” Miller is President of M3 Learning , a company whose sales training tools are changing the way sales professionals get work done. Skip has spent more than 25 years in various sales, marketing, and operational management roles, including with McDonnell Douglas and Dataquest. He’s the author of five best-selling books, including “ProActive Sales Management,” which ranked number one on Amazon for five consecutive years.
  • OPENTOPIC  |  MONDAY, JUNE 20, 2016
    [Sales] 3 Emerging Marketing Trends to Grow Your Audience and Build Your Brand – Shopify
    In the United States alone, ecommerce sales are expected to reach close to 2 trillion dollars this year, so a strong marketing plan is essential if you want a piece of that pie. Opentopic blog >> Ecommerce popularity is continually on the rise. We know that social media marketing, email marketing, search engine optimization, and more are incredibly effective. Cognitive Technology Cmo cognitive technology
    [Sales] The 10 Traits of Successful Social Marketers
    Recently I have been speaking with a number of marketers, customer service folks and even sales people about social media strategies that produce real business results. What makes one company’s social media strategy successful while others #fail? I have spoken to a number of people at companies of all shapes and sizes. And I have seen a number of traits emerge.
    [Sales] 87 More Vital Social Media Marketing Facts and Stats for 2012
    52% of CEOs who are active in social media say that it helps their companies rise in search rankings, and 48% say that social media has generated qualified sales leads. ( 41 Stories ). 45% of consumers have unsubscribed from emails due to irrelevant content, and on the B2B side, IT buyers say that 58% of vendor content is not relevant to them, and that this lack of relevance reduces the chance of closing a sale by 45%.
    [Sales] B2B Retargeting – Benefits and Pitfalls
    Shorten the sales cycle through relevant education. In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list. The gist of that article was targeting individuals who are already part of your database. In other words, you had a prior connection, such as when they registered for your blog or responded to an offer of some type.
  • HUBSPOT  |  THURSDAY, JULY 28, 2016
    [Sales] 7 AdWords Features You Didn't Know Existed
    This will allow you to show them new products or promotions to re-engage them back into your sales funnel. This is also especially helpful when you have an offer or sale that is only for a limited time. Over the years Google AdWords has evolved into a marketing tool that helps businesses drive leads and outrank their competitors. But what if I told you that the majority of business owners, marketers, and strategists weren’t taking full advantage of all AdWords has to offer?
  • ENGAGIO  |  MONDAY, JUNE 5, 2017
    [Sales] Here’s How to Manage the Change that Comes with ABM
    Account Based Marketing in your organization, you’re bound to face some resistance and challenges as a result of changing such fundamental parts of sales and marketing – mindset, behavior, communication, and measurement. The ABM Change Management Checklist: Sell the need for change – to the ABM team and the wider sales and marketing organizations. As ABM grows, a helpdesk to serve the requests from the field sales and marketing teams may be needed. Change is hard. .
    [Sales] Debunking Marketing Buzz: “Account-Based Everything”
    To give you an example of what I’m talking about, one well-meaning company makes a reasonable case for expanding ABM principles to cover sales and customer success efforts. Read : The CMO’s Agenda: Managing Marketing and Its Alignment with Sales. Divide, contextualize, and conquer by segmenting similar accounts for similar, yet personalized, marketing campaigns or marketing/sales workflows. “Account-Based Everything” is not a thing.
    [Sales] 13 Beautiful New Ebook Templates [Free Download]
    But landing pages don''t convert visitors to leads all by themselves -- without attractive and compelling offers behind them, they won''t generate the tonnes of leads for your sales team that you want them to. Did you know that companies with 30 or more landing pages generate 7x more leads than those with fewer than ten?
    [Sales] How to Nail Tone of Voice in Your Email Marketing Strategy
    While you don’t want to take away people’s personal voice, it is important to stay on top of what sales and marketing are sending. Nailing down tone for your brand is not only crucial for your email marketing strategy, sales team, or content team, it’s important because it is your company’s reputation. Check your inbox. How many emails do you have—opened, unopened, or deleted—that are extremely dry?
    [Sales] The Marketing Skills Gap is Very Real
    According our just released 2012 Marketing Skills Gap, 75% of marketers say their lack of skills is impacting revenue in some way, and 74% say its contributing to misalignment between the marketing and sales teams. by Christina Pappas | Tweet this Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet.
    [Sales] Webinar Winning: Secrets of a Weatherman
    Webinars have the ability to attract new prospects to your website and help nurture existing prospects down the sales funnel. Enhancing Sales Meetings. Soon after, our sales staff started using this technology in our remote calls to great effect. Have you had a great experience with green-screen technology for webinars or sales meetings? Author: Fab Capodicasa Do Webinars Work?
  • LEANDATA  |  THURSDAY, JULY 16, 2015
    [Sales] The importance of a symbol
    Berlin got it right with her description of a shared experience — at least in the case of LeanData, which is focused on simplifying the B2B sales process through data-driven marketing. Here’s what LeanData is: A technology firm focused on simplifying lead management so the sales and marketing teams of companies can focus on closing deals. Yeah, this part is tricky,” said a new colleague from sales who came over to assist in a we’re-all-in-this-together gesture. “I
    [Sales] The Marketer’s Alter-Ego: The Project Manager
    These allow you to gauge the impact of your campaigns on sales, and how effective those campaigns are. You have to remember the teams who are impacted when you carry out that sort of campaign – sales, customer service, and provisioning, to name a few. Author: Raymond Coppinger Behind every great marketer there is a…what? How would you answer that question? My answer isn’t the most glamorous, but it rings true: Behind every great marketer is a talented project manager.
    [Sales] How Data Can Be a Competitive Weapon in Your Content Marketing
    For our next study, we considered doing research on how marketers use content across the stages of the sales cycle. Editor’s Note : Today’s post comes courtesy of Dennis Shiao, Director of Content Marketing at DNN. Dennis is a contributing author to the book “ 42 Rules of Product Marketing ” and is Editor of the DNN blog. Follow Dennis on Twitter @dshiao. We’re competing for YOUR attention. Each day, you make a countless number of decisions related to content.
    [Sales] The Rocket Science of Social Media Marketing
    You can also use the tactic of value and authenticity in generating leads , improving sales and affecting the company as a whole. Customers who are part of a like-minded group will have more positive feelings about a company, increasing their word-of-mouth marketing and your sales. At NASA, one of the world’s leading space associations, social media marketing and rocket science combine in a way that could shock even the most weathered social marketer.
    [Sales] Why Renew? Quantifying Realized Value is Required
    The team usually has a benchmark ROI analysis, developed pre-sales (also developed using an Alinean powered interactive tool), and compares the current performance against this baseline to prove that the expected ROI has been achieved and that the investment to date has been a success. When you sold the original solution, you had to answer key buyer questions: “Why Change?”, “Why Now?”, “Why You?”.
    [Sales] 10 Fast Facts About Facebook
    Sales and marketing expense was up 132% this year for Facebook, costing $427 million. by Jesse Noyes | Tweet this We all knew the day was coming. Now it’s here. Today, Facebook filed its intention to be traded on the public markets in an IPO that could value it at $100 billion. Being the resident financial document nerd, I’ve pored through the filing to pull some fascinating Facebook facts. Here they are in all their glory. Oh, and you can read the filing yourself here.
    [Sales] 5 Examples of Visual Elements Your Email Marketing Needs
    As you can see in the message below, their season sale is just a few hours away, just as is the sunrise in the photo they used. Designing emails isn’t just about coding and making sure they look good on different devices. Emails have to capture attention, build interest, and motivate readers to click through to your website or perform another action. Sound like a tough job to accomplish with a single message? It sure is!
    [Sales] The Difference Between Demand Generation and Marketing
    But, the ultimate goal of marketing is to generate qualified leads sales can close, right? Marketing terms get tossed around like nothing these days: “Full stack marketer” “Marketing evangelist” “Growth hacker” Do they have any substantive difference? Or do marketing pros make these terms up to inflate their egos? I suppose a little of both are going on in each case. So, let’s take a look at “demand generation.”
    [Sales] Winners of 2016 Video Marketing Awards Announced at Viewtopia
    KITCHENER, Ontario – November 11, 2016 – Vidyard , the video platform for business, today announced the winners of the 2016 Video Marketing Awards (VMAs), recognizing innovative marketing and sales leaders at Viewtopia, the company’s annual video marketing summit. The VMAs recognize organizations that are using video content and analytics in exceptional ways to expand their audience, generate demand and empower their sales teams to close more business.
    [Sales] Four Priorities for Hiring an A+ Marketing Team
    With Marketing responsible for 40% of the company’s revenue and 70% of pipeline opportunities, Barbra then hired functional experts in demand generation, product marketing and sales enablement to create additional go-to-market strategies and programs to grow the pipeline and support the Sales team. Takeaway #2: Help your Recruiting team approach sourcing for potential candidates the same way you approach generating opportunities for your Sales Development team.
    [Sales] Content is King in B2B Marketing, but Customers are the Power Behind the Throne
    CRM tools like Salesforce , Sugar , SAP CRM and others have made it easier to integrate marketing automation with sales opportunities among a company’s current customers, in addition to nurturing leads from non-customers. All of this automation creates the opportunity to lower the silos between marketing and sales, but your plans will be built on a weak foundation if you don’t have a company-wide culture centered on your customers.
    [Sales] How to Fix 4 Toxic Marketing Problems With Analytics
    Daily, marketers have to find new audiences, engage them with creative ideas, test out new concepts, justify their budgets, and defend their efforts from the onslaught of often unhappy sales teams. Regardless of your business, the sales and marketing process can usually be modeled as a funnel. Have you ever seen sales and marketing managers at each others' throats when the team missed quota? Sales: You didn't give me enough high quality leads! Marketing is hard.
    [Sales] 3 tactics to improve B2B data-driven marketing
    And to a great extent, data has shifted the process of the complex B2B sale. Opentopic blog >> Data is central to the marketing world, and in many ways it has fundamentally altered both the power structure within companies and given CMOs much more clout than they have ever enjoyed in the past. Business-to-business transactions are no longer driven. Cognitive Technology Cmo cognitive technology
    [Sales] Vidyard Announces Winners of 2015 Video Marketing Awards
    Kitchener, ON – October 20, 2015 – Vidyard, the video marketing and analytics leader, today announced the winners of the 2015 Video Marketing Awards (VMAs), recognizing modern marketing and sales teams that are using video content strategically to generate more revenue. In addition to creating killer content, they are paying attention to engagement data, integrating with other marketing and sales tools, and driving real results for their businesses.”.
    [Sales] Your Marketing Results Are Not In Your Control
    The B2B Marketing Implication As a marketer, you have objectives that may range from sales to leads to unaided awareness. Two weeks ago GoDaddy’s outage knocked numerous sites offline for an extended period of time. On the same day, this site ( B2B Digital Marketing , in case you are reading this elsewhere) received more search traffic than ever before.
    [Sales] The Impact of Hidden Marketing Expenses
    Hidden: extra printing costs due to demand, shipping printed materials, training sales people, outbound calls to schedule influencers into meetings with the sales people at the trade show, shipping of product demo units and after-show support for phone calls from attendees. In KEO Marketing’s Marketer’s Guide “ 5 Critical Steps for Planning Your 2017 Marketing Budget ”, we talk about three marketing strategies that a company can pursue; lean, target or stretch.
    [Sales] 6 Email Marketing Tips for the B2B Marketer
    Content and social media marketing are excellent means of nurturing leads through the sales funnel, but they have their limitations. Make sure sales and ABM teams are sharing their insights as well. But personalization is powerful for more than just boosting sales. Send emails from a personal account instead of a brand account to make the conversation feel more one-on-one than sales-oriented.
    [Sales] Are Your Leads Ready to Buy? 5 Crucial Ways to Score Your Leads
    Author: Frank Passantino If you’re in marketing, you probably know better than to pass “any old lead” over to your sales team. Without a lead scoring system in place, your sales team won’t know which leads to prioritize. Yesterday on the blog, we shared our new infographic about defining a lead, but how do you score your leads once you’ve found them? Lead scoring is the process of assigning a score to leads , which ranks them by their readiness to buy.
    [Sales] How to Craft Your Content to Support Your Account-Based Marketing Efforts
    Also, consult with sales to get more intelligence. This site then becomes a resource for the entire organization, including sales. A central component of your Account-Based Marketing (ABM) strategy is content. Regardless of the account, content is one of those needs and wants that crosses all industries, niches, and demographics. That's because content is a tool that helps businesses find solutions to some of their most critical business problems.
    [Sales] 3 Tips to Improve Account-Based Marketing
    This is no shock to anyone with sales experience, but turning leads into customers is incredibly difficult, even with the very best marketing automation software and other sales and marketing tools. Depending on what industry you’re in, as well as other factors, fewer than 1 percent of all your leads actually become customers. As a […]. Data Quality Management
    [Sales] 4 Steps To Building The Content Marketing Business Case
    All marketing spend should be tied to quantifiable results that sales and executives can understand. Cost per sale. Despite a huge surge in adoption of content marketing, many marketers still struggle to build their own business case internally. Some executives still view content as “just the latest trend” in marketing and don’t see the value in providing useful, educational and/or entertaining content for their customers and prospects.
    [Sales] How to Write Ridiculously Persuasive Landing Page Content
    Famed psychologist and New York Times bestselling author Dr. Robert Cialdini lists scarcity as one of the six psychological triggers that win sales and influences people. Every infomercial in history leans heavily on the “call now” or “limited time only” tactic for increasing sales. I used to think persuasion was a dirty word. For me, and there’s really no viable explanation for it, it was synonymous with deceit.
    [Sales] If a Prospect Fits, You Must Not Quit
    The most critical component of a successful account-based marketing program is focusing your marketing and sales efforts on the right target accounts. The objective is to focus your marketing and sales efforts on those prospects that are likely to become large and profitable customers. Identifying prospects with a high level of buying interest can be valuable because it enables you to use a more appropriate mix of marketing and sales tactics.
    [Sales] Has Content Marketing Made Branding Obsolete?
    All may impact on the rate at which you convert that casual interest in solving a particular business challenge into a sales ready lead, an opportunity, and ultimately, a deal. Once the challenge turns to converting leads to prospects and opportunities and sales, then, and only then, does brand becomes more significant. Confession: as a died-in-the-wool direct marketer, I am a branding cynic.
    [Sales] Marketing Agency Leaders Discuss: The New Agency Model for Success
    The biggest change in the role of today’s marketing agency is to provide a wide, connected scope of services with the goal of driving more qualified leads to the client’s sales department. We need to follow the breadcrumbs, or in this case, the links, from the first touch to the final sale.”. Since they adopted automation to better plan and execute multifaceted sales and marketing campaigns, the agency has done much more than survive the rapidly changing times.
    [Sales] The 2013 Social Business Marketing Manifesto
    We’ll see our colleagues in sales look to marketing for leadership on how to become more social business savvy. Planning season is well underway and I think it is never to early to look at the B2B Marketing 2012 year in review and start to make some predictions for Marketing and Social Businesses in 2013. So here I will lay out my perspective – a narrative really – of what happened in 2012 in B2B Marketing.
    [Sales] Are Marketing Automation Skills Fruitful for High-Level Job Seekers? [CHART]
    Sign Up now for Chart of the Week to get a sales and marketing performance snapshot in your inbox every week! by Andrew Stivelman | Tweet this Back in August 2012, my colleague Egan Cheung wrote an analysis in a Chart of the Week using a LinkedIn search to prove how valuable Eloqua skills can be in obtaining a job promotion.
    [Sales] Marketing Automation Technology and What Marketers Need to Look For
    58% 58% of top-performing companies; where marketing contributes more than half of the sales pipeline, have adopted marketing automation. Since marketers love a good stat, let's start this post off with one: 2567%. That percentage represents the increase in the number of martech vendors from 2011 to today.
    [Sales] 4 Dimensions of Effective B2B Marketing Plans
    Being able to define velocity stages, conversion percentages and average sales prices can add the predictive aspect marketing executives need in their plans today. by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Liz Pate , the marketing communications manager at Bulldog Solutions , a marketing technology company that provides software and agency services to BtoB enterprises.
  • HUBSPOT  |  THURSDAY, MARCH 21, 2013
    [Sales] 9 Guaranteed Ways to Make Industry Events Worth Your While
    Imagine coming back to your office with a handful of leads to dole out to Sales to call, or Marketing to nurture. If someone's talking about their day-to-day job functions, their target audience, the problems their company solves, that sounds kind of like the conversation you'd have with a prospect on a Sales call, doesn't it? This could be applicable for businesses with both short and long sales cycles, B2B or B2C, with product or service offerings.
    [Sales] Best Practices for Building Buyer Personas, From the Experts
    For B2B marketers especially, the goal is to know our audience so we can offer them the right materials at the right time to move them toward a sale. Heading into a sales call armed with this kind of buyer persona helps salespeople build a deeper connection with prospects and help solve their problems. If you’re in content marketing, you’ve probably been told you have to create buyer personas for your content to really make an impact.
    [Sales] The Next Big Thing in Lead Scoring: Big Data and Social Scoring
    An increasing number of CMOs view lead scoring, the process of ranking leads based on their sales-readiness , as a key component in their B2B marketing strategy. Lead scoring done right can lift conversion rates and remove some of the all-too-common friction between Marketing and Sales. For example, if a site visitor reads your pricing page, signs up for a trial, and states she is an executive at a sizable company, the score would probably be high and she’d be fast-tracked to sales.
  • HUBSPOT  |  MONDAY, APRIL 14, 2014
    [Sales] Duane Reade's Social Media Mistake Might Cost Them $6 Million
    According to a study by Harvard Business Review , celebrity endorsements can give brands short-term benefits, but ultimately sales decrease with time. Average joe" testimonials, on the other hand, helped one company increase sales by over 50%. Note to self: Never mention a celebrity on Twitter from a company account. Recently, it hasn''t worked out well for two different brands. A few weeks ago, people were in an uproar over Red Sox slugger Big Papi''s selfie with the President.
    [Sales] 12 Lessons I’ve Learned from Writing 1,000 Blog Posts
    4) It’s not (just) about lead gen or sales—it’s about relationships. To be sure, a thoughtfully written business blog can generate leads (and sales). In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick perfectly. I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things.
    [Sales] Here’s How to Make Your Website As Personalized as Your Email
    For companies with longer sales cycles, you might share educational thought leadership with early stage prospects; visitors who are actively engaged in a sales cycle could be shown messages about why your company is a safe choice. Author: Jon Miller Your customers are multi-channel and multi-device users, cruising from your website to your mobile app to their email inbox. And they expect your marketing messages to cruise right along with them.
  • HUBSPOT  |  MONDAY, JULY 18, 2016
    [Sales] 12 of the Best 'Contact Us' Page Examples You'll Want to Copy
    Below that nice hero image and a few words explaining what visitors will get when they contact them, you'll find three options: You can request a demo, you can reach out to a sales rep, or you can get in touch with customer support. If visitors choose to talk to sales, they'll see one form show up below the fold. That way, they're providing value to the folks who land on the page and really just want to talk to a sales rep directly.
    [Sales] Driving Engagement and Conversion with Marketing Apps
    Sales Enablement. So you’ve bought the latest new marketing roadster with high-tech features. Now you’re looking to extend its stock performance. The marketing technology landscape is constantly evolving with hundreds of innovative solutions you can use to solve business challenges while powering engagement and conversion. You need to stay up to speed with new applications while not running into a data silo pothole or letting integration troubles slow you down.
    [Sales] 6 Rules for Content Marketing
    Marketers are working hard to create great content that can be used to create sales leads , drive website traffic, promote brand, and educate customers and prospects. Unfortunately, not all content is created equal. To ensure you get the most out of your content marketing efforts, you must follow these six rules: It is not promotional – promotional materials will neither excite nor inspire, both critical com­ponents of content marketing.
    [Sales] 20 Marketing Automation Terms Marketers Should Know
    Customer relationship management (CRM) is a system that manages interactions with existing and potential customers and sales prospects. Drip marketing is a synonym for lead nurturing , a series of emails that seek to qualify leads, keep them engaged, and gradually push them down the sales funnel. Internal Sale. Internal sale is a concept that you will most likely encounter in the B2B world.
    [Sales] What Is an Email Workflow? [FAQs]
    And, once you set up an email workflow, you can have a series of emails nurture leads in each group until they''re ready to buy or get rotated to Sales -- all without you manually sending each email. Your sales team is unhappy with the quality of the leads you’re sending them. So you''ve got a marketing problem -- one that happens to the best of us.
    [Sales] The Complete Display Ads Overview For B2B Marketers
    Display is primarily used for brand awareness and you can upload email lists to “warm up” leads to your brand prior to sales outreach. Attribution aligns every touch point, such as views, lead conversion, and sales opportunity conversion. This is especially important for B2B marketers who need to understand the customer journey through a long sales cycle. Display advertising is a bit of a mystery. You’re paying for impressions and clicks on sites you don’t own.
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