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Yep, that’s right – our policy is No Lead Left Behind. Sometimes, despite careful nurturing, leads choose not to buy. Even if your lead management framework is smart and strategic, and your leads get the right content at the right time, some prospects get cold feet in the final stage. That’s why it’s important to […]
As every marketer knows, the big data conversation has taken off this year. Suddenly, we have more data at our fingertips than we know what to do with. Data and marketing are both powerful standing alone, but together, they’re unstoppable. Every aspect of marketing is influenced by data in different ways, which brings us to today’s question: How […]
One of the biggest issues surrounding lead management is the hand off – that moment when marketing knows a lead is ready for sales to work its magic and confidently turns it over. Understanding exactly when that should happen is a challenging, yet critical part of a good lead management strategy. Many B2B companies rely […]
Lead management has faced big changes in the past ten years. The rise of the self-directed, knowledgeable buyer has forced marketers to focus less on blanket outreach campaigns and more on getting discovered by consumers who are looking for answers. This can be challenging, but the most successful marketers have no problem. They rely on […]
The digital age marks the rise of the self-directed buyer. Today’s consumer takes ownership of the buying process with internet search and social media, and as a result, they don’t engage with sales representatives until much later in the sales cycle. The old style of lead management – mass marketing and list purchasing – just […]
Like everything else, lead management has changed with the digital landscape. Internet touches have a lot of reach, but today’s lead generation process is different – there’s less direct contact. Marketers are required to find new ways to obtain the same old thing: a quality list with clean information. Today’s knowledgable consumers often find companies before […]
Ever find yourself up to your neck in content production, but wishing you had time to pay more attention to data and analytics in the moment? Yeah. Us too. Deadlines and incessant social media chatter make it easy to bury yourself in content, but taking the time to dig into data is worth it. In […]
Today, we’re tackling a reality of successful content strategy that can be intimidating for B2B-ers– good content is visual content. Visual stimulation is simply part of our culture, and that isn’t going to change anytime soon. Armed with that knowledge, It’s important for content marketers to stay ahead of the game. Highly complex B2B companies […]
Today’s guest post comes to you from Bob Murphy, Managing Partner at Movéo. In 1992, Peter Danaher and Roland T. Rust published a paper in the European Journal of Operational Research titled, “Determining the optimal return on investment for an advertising campaign.” They began with a point of view – “…advertising is an investment, and [we] […]
Every marketer knows that mobile is unavoidable. More data is being consumed on mobile devices with each passing day, even though bigger screens are usually within reach. Consumers are opting for the convenience of having a smartphone in hand, and marketers have to create content with that in mind. How do you reduce your brand’s […]
