There’s no longer any argument that marketing automation provides the best toolset for building long-term sustainability, but the technology involved is only part of what makes it tick. Choosing the right marketing automation platform is just the first step in…
Much of marketing automation is geared to lead gen: lead scoring algorithms, nurture programs, and email marketing management are just a few of the tools that make customer acquisition easier. The technology’s just as effective for customer retention, but relatively…
Marketers sometimes feel as though they’re doing all the heavy lifting when it comes to lead gen, but there’s a way to lighten the load and convince others to help. It doesn’t involve hiring a vast new staff of eager…
What do you get the people who matter most to your company, your buyers, to show your appreciation for their loyalty? It’s a given that you’ll offer your customers great service and an outstanding product, but there’s something else you…
Even businesses with robust lead gen programs often fall short when it comes to retention. That’s painful in any business, but in the B2B sector, it’s especially unhappy news. On average, it costs seven times as much of a marketing…
When it comes to data, too many companies are still paddling around in the kiddie pool. They have the isolated pieces of information they collect directly from their leads and customers, but they aren’t seeing the wider picture with their…
Everyone in your organization is working toward the same goals overall, but the specific paths you take to reach them are often different. That can cause challenges with demand generation, customer care, and the hand-off between teams. Having a road…
It’s only natural for B2B businesses to look at sales and marketing alignment from a revenue standpoint, but there’s another huge benefit to better alignment that has less to do with your bottom line. Customers get a vastly improved user…
You’ve chosen a marketing automation platform, installed the software, and trained your marketing personnel in how to use it. Now, you just need to wait while leads pour into your sales funnel and customers pop out the other side, right?…