Marketing Automation in Motion
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…
Lauren Popek, Marketing Director
Institute Data Hygiene Practices
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…
Brand Equity
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…
Lead Scoring 101
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…
The Essentials of Omni-channel B2B Marketing
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…
How Does Dirty Data Cost You?
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…
How Well Integrated is Your CRM?
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…
The Difference Between Data Cleansing & Data Enriching
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…
Boosting Conversions – Building a Great Landing Page
Only an estimated 22 percent of companies report that they feel satisfied with their conversion rates. This dismal statistic suggests that most brands have extensive room for improvement with their online marketing effectiveness. The best place to begin making these…