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B2B marketing: targeting the intersection of your offering and your audience’s needs

According to Marketing-Schools.org, “it’s important for B2B marketers to understand their clients’ needs before implementing any marketing or advertising tactic. In consumer marketing, an effective advertisement can be blasted out over wide channels, and a percentage of consumers will be…
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Database marketing: the foundation for campaign success

Database marketing — you have probably heard the term, but what exactly does it mean?   As opposed to the shotgun approach, where you blast the same message out to everyone, database marketing is the discipline of collecting data about…
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How to Manage the Chaos of Marketing Metrics

As a company grows, it must adapt new engagement strategies to fill and sustain a pipeline that grows along with it. As a result of more complex engagement strategies and more diverse tactics, companies must manage an increasing ecosystem of…
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A Crash Course in Account-Based Marketing Website Metrics

Account-based marketing isn’t a new concept, but it’s being implemented in new ways – especially in the context of digital marketing. Measurement of these tactics can seem more complicated than other forms of marketing because you’re dealing with clusters of…
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Four Ways to Make Your Marketing Metrics Matter

Marketing moves at a lightning pace and the metrics we use to measure it seem to evolve just as quickly. It’s easy to fall into the trap and chase the “flavor of the week” acronym based on expert advice –…
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Steal These 4 Tactics for Your Account-Based Marketing Strategy

B2B marketing can get pretty robotic. When you adopt the mindset of selling to businesses, it can be easy to de-humanize the process and focus on the entity you’re trying to convert. But generic, scripted marketing campaigns won’t help you…
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What Does Integrated Marketing Really Mean for Your Business?

Marketing is a fine balance between testing new strategies and sticking with what works. There’s always a shiny new object in the form of a marketing channel, buzzword, or trend. An apparent constant, though, is the unspoken rivalry between inbound…
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Maximize Marketing Productivity Using These Collaboration Tools

Excessive meetings. Missed deadlines. Emergency fire drills. Conflicting direction. Do any of these scenarios sound familiar? At best, an enterprise marketing department has a lot of moving parts to manage. At worst, productivity can suffer to the point of dysfunction….
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Shorten Your Sales Funnel with Intent-Based Marketing

Imagine discovering a pool of prospects just about to click the buy button on a product or service similar to yours. That would be quite a goldmine of new business — especially if you had the ability to drop your…
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Content Mapping for Content Marketing and Conversion

In any business, there are a lot of boxes that need to be checked: processing payroll, paying taxes, hiring staff. These are non-negotiable tasks. A content marketing plan has become almost non-negotiable in business. In 2014, 93% of marketers said…
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