B2B Marketing in 2015: Are you ready?

Posted by Ann Naumann in Content Marketing, Customer Engagement, Marketing Analytics, Marketing Automation, Research & Strategy, Sales Enablement | September 18, 2014

The 2015 B2B Marketing Advisory

Every year, we make a list of the lessons we’ve learned and the questions that keep us up at night. We think back on the viewpoints, research, and articles that linger in our minds, the ones we find ourselves returning to, again and again. More importantly, we review the most frequent and pressing challenges our clients ask us to help them overcome. (more…)

I Got Drewed at Content Marketing World 2014

Posted by Tim Cashman in Content Marketing, Customer Engagement | September 16, 2014

I attended Content Marketing World in Cleveland this past week and I’m proud to admit that I got Drewed! Alright, that probably warrants an explanation. To kick off the event, Andrew Davis, author of the book Brandscaping, gave a revved-up sprint of a talk. His peppy, Robin Williams-esque delivery fit perfectly with the title of […]

How to Do Intelligent Lead Nurturing

Posted by Edward Unthank in Marketing Automation | June 9, 2014

Intelligent lead nurturing has evolved from drip email marketing—and is rapidly replacing it. Drip email campaigns are static, blind to prospect behavioral signals, and are one-size-fits-all. Intelligent lead nurturing listens to prospect signals and responds appropriately, uses dynamic logic, and gives personalized suggestions. It takes into account buyer personas, buyer stages, and buyer product interest, […]

B2B Marketing Leadership Means Change Management

Posted by Ann Naumann in Research & Strategy | June 3, 2014

Last week nearly 1,000 marketers gathered at the global BMA conference in Chicago to listen to a world-class roster of speakers share their thoughts on where B2B marketing is going. One consistent theme woven throughout the conference was that the business world is eager for marketers to rise to the call of leadership, not only […]

How to Create Dynamic, Personalized Multi-Channel Campaigns

Posted by Edward Unthank in Marketing Automation | April 28, 2014

As new technologies appear, the strategic and technical side of B2B content marketing is evolving quickly. One amazing example is the success gained by combining multi-campaign multiplier effectiveness with the careful delivery of personalized content. Marketers are accomplishing this by integrating nurture campaigns across channels and mediums, while at the same time personalizing content for […]

Setting Up Buyer Cycle Scoring in Marketing Automation

Posted by Edward Unthank in Marketing Automation | April 7, 2014

Buyer cycle scoring is a way to determine where prospects are in the buying cycle. Unlike lead scoring, which primarily takes into account how much content prospects engage with, buyer lead scoring tracks the kind of content they consume. Marketers define the buying cycle in different ways. Some use four stages, some use three, and […]

Take lead scoring to the next level: demographic scores and behavior scores

Posted by Edward Unthank in Marketing Automation | March 31, 2014

Lead scoring is made up of two different kinds of information, each of which offers its own insights. Behavior score indicates sales readiness based on a person’s activity on your website, their response to your emails, and any other activity you can measure. Demographic score is a measure of how well a prospect fits your […]