Lead qualification helps B2B marketing teams focus their efforts and resources on serious buyers and prospects that are likely to take the next step. It’s about prioritizing quality over quantity while delivering a personalized customer experience. In this article, we’ll expla
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What does your CEO think of your marketing team? If you’re not sure how to respond, you should work on that relationship — especially if you’re the CMO. Marketers can fall easily into the trap of sticking to traditional roles like advertising and brand development. Howeve
When the COVID-19 pandemic struck and in-person events were canceled, virtual events and webinars came to the rescue. While online events were held before the pandemic, the current situation has made them more popular. This trend will continue even beyond the pandemic because the
You had to know it was coming, right? Facebook smashed Snapchat’s entire business model when it launched Instagram Stories. Stories are so successful that almost every social media app – including messaging apps like WhatsApp – offers their own versions now. It’s ti
In our second blog in a series on the Impact of Coronavirus on B2B Content Consumption, we noticed an interesting trend. By the late Spring, the one professional audience that had the most voracious appetite for content related to the virus and working from home was the Legal field
I recently had a conversation with an Account Director responsible for new market and existing customer growth for an Oracle Supply Chain and ERP partner that has offices throughout the US, Asia, and UK. I learned that the firm: Experiences 12 to 18-month sales cycle on enterpri
Marketers are under increasing pressure to show measurable results to the business. Marketing attribution is something I've been a little obsessed with since I started blogging. In the end, you have to be willing to take accountability for the success (or failure) of your marketin
Businesses looking to expand will have little to no luck focusing their efforts on the broad universe of potential customers. Instead, the key to growth comes from unlocking the characteristics that make up a specific subset of customers and prospects that are most likely to make
As digital marketing methods go, email marketing is somewhat of a dinosaur. Email has been around since the 1970s and people have been using it for commercial purposes for almost as long. While email marketing may not be as exciting as some of the newer options available in digita
These days, we all have to work harder than ever before to build brand awareness, differentiate from competitors, and attract the right people to their online stores. The internet is noisier, product categories are more competitive, and traditional methods are much less effective