How big a footprint does your marketing automation software leave? We don’t mean its physical presence, which is probably small enough to fit in the palm of your hand; we’re talking about the amount of time and space you devote…
Lead magnets, those enticing offers that get prospects to stop and take notice of you, are more important than ever in an increasingly crowded marketplace. With the right magnet to pull prospects your way, you shut out your competitors and…
Customized marketing messages are far more than just getting the right name on the email greeting. Leads now expect a seamless user experience designed around them, yet a minority of marketers feel they’re able to deliver on that promise. Personalizing…
How much of your data is accurate, normalized, and instantly available to you? If you’re like most B2B companies, you could be mistaking quantities of data for quality data. According to a 2016 Experian poll of B2B organizations, nearly 75…
From big-data applications that provide accurate predictive analytics to AI virtual assistants, technology has transformed the insurance industry. To gain insight into how technology supports insurers’ business goals and discover more about technological innovations and applications in the insurance sector,…
Every customer has a story to tell, and understanding that story helps you discover new leads with similar tales. A buyer’s journey describes a narrative arc that includes many of the same elements you’d find in epics from Beowulf to…
Think about your local public library. It’s more than just a warehouse for books; it’s also a meeting place for groups, a social center, and a wellspring of information for researchers. Your marketing database is likewise much more than a…
When it comes to segmentation, some lines seem easy to draw. Segmenting your market by geographical location, company size, or annual income makes sense. But are these the only ways in which you can group your target audience to gain…
There’s one constant companion your leads take with them on every part of their buying journey: content. SEO content is there for them when they start their search by typing a few keywords into the Google search bar. Feature articles,…