These days, marketing teams spend a lot of time and money developing content that is supposed to be the ticket for generating leads. In fact, according to a recent report from NetProspex and Ascend2, B2B marketers agreed that the creation of marketing content is the most effective tactic for driving inbound marketing demand. The 270 respondents also conferred that it has been the most difficult to execute.
Half of those same marketers surveyed also said that improving lead quality for their sales teams was the most important objective for the year ahead.
The job of your customer reference program is to identify your organization’s strongest advocates and connect them with your prospects to help sellers close deals—and in turn create more advocates. You know who the seller’s customer is. But as a customer reference manager, who is yours?
How is Netflix so successful with their content? Decisions driven by audience data, content quality over quantity, and a buyer-centric content experience.
The driving force behind many marketing automation systems, lead scoring can be as simple or complex as you make it. Understanding why you should do lead scoring is just one piece of the puzzle for marketers—you also need to get buy in from your sales counterparts to have faith in, and trust the system if you want to action on your lead scoring plans.
There’s a lot to be said for the age-old rift between marketing and sales teams. We’ve all heard it. Marketing feels like sales doesn’t follow up with their leads. Sales thinks marketing isn’t sending good leads. Everyone is firing on all cylinders, but no one feels like they’re getting anywhere. If you find yourself in this place, don’t despair.
The number of products and platforms available to help marketers do their jobs has never been greater. So why does marketing seem harder than ever?
As the market for marketing automation specialists with previous experience becomes tighter, hiring managers should look outside of traditional candidates to build their marketing automation rockstar teams.