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.
Programmers and software engineers have a great way of summing up the importance of clean, usable data: “Garbage in, garbage out,” or GIGO. Put poor data into a system, and your results might not be accurate; feed it quality data,…
How do prospects decide whether to make a purchase? Who will they buy from? When? These are some of the central questions sales and marketing teams face. To understand how prospects become leads and opportunities, we describe the buyer’s journey.…
Getting to know your customers is critical to meeting their needs, but you rarely have the luxury of a sit-down chat with them. Customer personas help you anticipate what your buyers want and predict what future customers might expect of…
Measuring the contribution to revenue of a given marketing activity is considered by many to be the holy grail of marketing. Marketing automation software enables us to move ever closer to this ideal with a feature known as attribution. It…
