Some buyers are naturals. They’ve done the research, compared the benefits, found all the answers to their questions, and go straight to your sales department seemingly without effort on your part. They’re not common in the B2B world, though, and…
Every business that aims for success rather than survival wants to delight its customers, and marketing automation helps make that happen. Before you can delight them, though, you need to meet their fundamental expectations. What you do to give your…
Marketing automation is intensely content-hungry. You need a steady stream of content not only to attract leads into your sales funnel but to nurture them throughout their buying journey, and that content has to be customized to appeal to them.…
Data is the fuel that keeps your marketing automation system running. Some of that data you gather with little effort on the part of your leads, but for other information, you’ll need their input directly. Asking people to go through…
Generating high-quality leads is one of the biggest challenges facing B2B companies. Without a regular and sufficient flow of qualified leads, the opportunity spigot dries up and revenues fall off pretty quickly. Marketing automation streamlines many marketing activities, but how…
Modern marketing is no theoretical science; it produces tangible and measurable results. Today, revenue can be tracked back to marketing activities and touch points; not with exactitude, but with enough precision to steer an organization’s strategy towards its most profitable…
Few great journeys take place alone. Columbus had a crew, Jason had his Argonauts, Frodo had the Fellowship of the Ring – and your audience has you. You may not literally be present for every marketing decision, but with a…
Buyers today don’t wait to have content spoon fed to them. They go out and find the information they need, grazing from this website and nibbling from that review site as they form their initial impressions. Content is a major…
During the course of my research for our Marketing Automation Industry Report, I identified more than 100 marketing automation vendors, and new players are surfacing on a regular basis. Many have come into existence within the past few years.
