Why is Data Hygiene Important in Marketing?
When marketing campaigns fail and the post-mortem is conducted, companies tend to point to the message, timing, or execution ⎯ everything but what is at
Improving Lead Follow-up and Conversion
If your company is like most, chances are it expends significant resources on B2B lead generation, and you need to ensure that you are maximizing
Effective B2B Marketing Planning Begins with Understanding Your Target Customers
Savvy business owners know that they need to do effective business planning to be successful. Any business plan should include a robust marketing plan with
Capturing Customers’ Attention During These Crazy Times
Your customers are busy and have limited attention spans as it is. So, with everything going on right now with the pandemic and the
Online Lead Generation: Not All Leads are Created Equal
Online lead generation can be a complex endeavor that consumes your entire sales and marketing force. After all, generating business starts with generating leads and,
Creating Trust-Building Content, Part 2
Research from Forrester last year reveals that B2B buyers are frustrated by what they perceive from vendors as an utter lack of understanding regarding their
Enticing B2B Tech Buyers By Respecting Their Time and Process
Gartner’s recent survey[i] of Tech buyers asked them about their willingness to share contact details with vendors via landing pages and the like. Survey results
The sweet spot of combined inbound/outbound marketing
The internet has fundamentally changed how buyers buy and, subsequently, how marketers market. Today’s buyers are firmly in charge of their own buying journey, completing
This Year’s Top 6 B2B Marketing Predictions– Are You on Track?
Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014,
Using Survey Responses to Drive Customer Engagement
Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening. As the
Personal Engagement Maximizes B2B Lead Campaign Impact
In our zeal to maximize the advantages of the latest marketing technologies, we sometimes do so at the expense of the human element. It’s people,
Improving the Quality of B2B Lead Generation
The largest hurdle to improving the quality of the lead-gen process is ensuring marketing and sales are on the same page. Traditionally, these two entities
Reduce Customer Acquisition Costs and Win More Deals
The shift in buyer behavior resulting from the ubiquitous availability of digital information requires continuous adaption of B2B marketing strategies to keep them working effectively
Develop Commercial Insights That Challenge Buyers’ Thinking
What are commercial insights? Today’s B2B buyers, empowered by a 24/7 information-rich digital medium, have upended the traditional sales and marketing model for success. With
6 Technology Marketing Steps to Increase Target Account Engagement and Sales
In his recent Forbes article You’re Doing It Wrong: Demand Generation, Patrick Spenner* lays out a strong argument to suggest that marketers who focus on individual
B2B Content Marketing: Reduce the Burden of Your Buyer’s Journey
While communicating with a wide audience is easier than ever before, somewhat paradoxically, actually connecting with them in meaningful ways is becoming ever more difficult
B2B Content Marketing: Making the Most of Your Blockbuster Content
A successful B2B content marketing strategy isn’t just about generating great content – although that’s key. It’s also about deploying focused and targeted content in
4 Rules for Better B2B Content Marketing
The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet