Article by Johanna Rivard

  • Do Prospects Still Appreciate Downloadable Content?

    21 Mar 2017 in Demand Generation

    Without data, content marketing can feel a bit like a high-stakes game of roulette. However, even though engagement rates are generally down, content marketers can take heart that prospects still appreciate useful and targeted content, including downloadables such as whitepapers, ebooks, checklists, guides, toolkits, SlideShare presentations, and the like. Because of the large scope of

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  • How Personalization Affects Lead Nurturing

    01 Mar 2017 in Demand Generation

    The lead nurturing process walks a prospect through the stages of the sales funnel and continues through the sale. Proper execution requires knowing what to send when and ensuring that you’re adequately meeting your target market’s needs. This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and

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  • Lead Nurturing: The Biggest Challenges & Mistakes

    27 Feb 2017 in Demand Generation

    Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. When done right, it can eventually turn prospects into loyal customers who can contribute to sustainable revenue for the long run. While they might not be customers from the get-go, prospects turn into

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  • You Need to Define an Effective Criteria for Lead Scoring

    20 Feb 2017 in Content Marketing

    Knowing which of your sales leads have the highest potential to buy is key to effectively allocating your resources and optimizing your sales & marketing spend. We’ve touched on the idea of how to approach lead scoring, but this post will elaborate on defining a lead scoring criteria that fits your business’ needs, and more

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  • 10 Brands Show Us How Email Marketing is Done

    14 Feb 2017 in Content Marketing

    An essential aspect of nurturing new sales leads is email marketing. It’s a strategy that allows you to reach out to your prospects on a more personal level with relevant content. According to a report by Salesforce, 49% of marketers claim that email is directly linked to the success of their business efforts. Direct Marketing

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  • How to Use Syndicated Content to Generate Leads

    26 Dec 2016 in Content Marketing

    Syndicating content is a great way to improve your lead generation efforts because it amplifies your reach, allowing you to tap into an audience you might not have been able to reach otherwise. This helps you optimize returns and put your content in front of a relevant demographic with high buying potential, so you’re not

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  • Marketing Automation: It’s Time You Got On Board

    05 Dec 2016 in Content Marketing

    Technology has significantly enhanced the way businesses operate nowadays, and marketing to a target audience is no exemption. Marketing automation systems have paved the way for us to improve lead generation efficiency while analyzing results in a predictable, measurable way. These modern tools have helped marketers establish more fruitful relationships with prospects, improving their ability

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  • MQL to SQL: The Qualification Process [Infographic]

    01 Dec 2016 in Content Marketing

    The customer lifecycle is a useful guide to help you gauge a lead’s readiness to purchase. This is important because the status of your lead should affect your lead nurturing strategy. So, to make a long story short, your interactions with your leads must vary depending on what lifecycle stage they are in. For example,

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  • Content Syndication Blunders that Will Hurt Your Brand

    22 Nov 2016 in Content Marketing

    Augmenting your original content through syndication, aggregation, and curation are crucial strategies marketers use to increase their target audience reach, as well as boost demand generation. While these terms are so closely related that they’re often interchanged, it’s important to note that each one is quite distinct. Content syndication is the process of promoting your

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  • 7 Tips to Make Leads Easier for Sales Teams to Close

    17 Nov 2016 in Content Marketing

    Those of us who’ve had our family dinners rudely interrupted by a sales call know how tiresome cold calls can be. Even the most experienced sales professionals seldom relish the thought of having to pick up a phone to launch into a pitch with a total stranger. No one involved in these transactions enjoys them.

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