Account-Based Marketing: Considerations for B2B marketers from an ABM veteran

When trends emerge in marketing, it seems like everybody wants to climb aboard the bandwagon. Typically, a few practitioners excel, while many find out that there is a steep learning curve to new tools and techniques. So it is with…
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5 specific ways to guarantee alignment between Marketing and Sales

“Sales is calling all the shots.” Does this sound familiar? In the collaborative dynamic between sales and marketing, there should be a balance of power, but sometimes this balance gets a bit off-kilter. No company is perfect, but if this…
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Align once, measure twice: Success metrics for marketing and sales teams

Sometimes I say to myself, “Our work is never done, and that is half the fun!” Those of us in marketing or sales roles must go beyond our immediate responsibilities to qualify more than just leads. No matter how many previous…
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Are you reliant on hair-on-fire marketing?

Are you reliant on hair-on-fire marketing? If your efforts to gain the attention of prospects relies on over-the-top attention-grabbers, shock graphics or in-your-face claims and warnings, you may risk losing credibility with your audience. That’s what we refer to as…
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SimplyDIRECT Cited as a Top ABM Resource

SimplyDIRECT Cited as a Top ABM Resource It’s always nice to be recognized for doing your job, particularly when you weren’t seeking any particular accolade. So it was a pleasure to hear from Docurated that they have included SimplyDIRECT in…
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Is Your Lead Gen Program Failing? Key Steps for Your Success

Curious how your lead generation programs stack up against other B2B marketers? A recent Gatepoint Research survey (Trends in Salesforce Marketing, Sept 2014) explored just this topic with marketers attending Dreamforce. Turns out, there’s considerable room for improvement. Among the…
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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, with all of their definition-defying emotions, personalities, and quirks that we need to make connections…
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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 have been wholly separate organizations, seemingly working towards the same goal.  However, in reality the…
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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 and efficiently.   Key factors affecting marketing approaches, especially for the sales of complex solutions,…
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Best Ways to Generate Sales Qualified B2B Leads

We often find that our customers have been previously disappointed by companies selling contact lists or appointment-setting services that simply don’t deliver the goods.  Generally speaking, the culprit tends to be poor-quality lists. The subsequent appointments are with ill-qualified prospects…
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11 Steps to Building a Digital Marketing Strategy

In previous posts I’ve discussed the pressing need for marketers to adopt a comprehensive digital strategy. This post provides a tried and tested set of steps on precisely how to do that.  To quickly recap, the challenges marketers now face…
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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 infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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Improving Lead Follow-up and Conversion

If your company is like most, chances are it expends significant resources on lead generation and you need to ensure that you are maximizing the value of this effort with great lead follow-up.  If you don’t, these leads likely amount…
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Improve Target List Accuracy and Email Success

Crafting a robust list or database requires a combination of clarity of purpose, finesse, and a healthy dose of elbow grease – verifying and validating lists can be tedious, hard work, but a well-built database can prove invaluable.  In fact,…
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Building a Better Content Marketing Strategy

With today’s ever-increasing number of channels and platforms for reaching prospects, developing a solid content marketing strategy is now a vital component of any successful marketing program.  A big challenge though is creating content which sufficiently engages your target audience….
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Twitter Polls Vs. Surveys: What to Use When

Twitter’s new partnership with Nielsen to provide Twitter Surveys – a service which will allow Twitter clients to tweet mini-polls, giving recipients the ability to respond within the tweet itself – begs the question where the value lies for B2B…
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