Formal account planning strategies arose in the 1980s to court large corporate buyers. These techniques involved intensive effort from marketers to learn about the individual customers who made the greatest impact on profits. They learned their customers’ preferences over time…
We often talk about marketing automation in terms of movement, and it’s no wonder. Motion is integral to the concept of the sales funnel, and it’s one of the biggest reasons to automate. Leads enter at one end of the…
We’ve found that on average a typical contact database that spans over 24 months has an accuracy rate of 70% and is missing some key data fields necessary for personalized communications. What’s more, an incomplete or inaccurate mailing list will…
Building equity in a property means increasing its residual value. Brand equity increases the value of all your marketing efforts by improving visitors’ recall, establishing you as an authoritative source and setting you apart from the competition. Branding alone can…
Only 25% of leads are legitimate and should advance to sales. * Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. The theory behind lead scoring is straightforward: Leads start at zero…
Omni-channel marketing is a marketing strategy focusing on customer interactions, experiences and messaging. It is often interchanged with other phrases like multichannel marketing, cross-channel marketing and integrated marketing. In the B2B world, it is necessary to maintain relevance and a…
As data-driven marketing takes center stage, inaccurate, invalid or irregular data has an increasingly large negative impact on revenue. Dirty data dramatically reduces any organization’s ability to connect with leads, remain relevant in the marketplace, and effectively realize a return…
Sales/marketing integration, or SMI, connects your CRM to a centralized database. A single intuitive platform puts more customer knowledge within reach and helps you deliver outstanding service that wins you sales. Depending on your current technology and training, you may…
In regard to data hygiene, there are several catchphrases that are bandied about in the B2B data arena that can be slightly vague. Data cleansing is quite straightforward. However when you add data appending and data enriching, the precise descriptions…
