How to Build a Successful Agency-Client Relationship

By on June 3rd, 2019

There are many aspects to building a successful agency. Juggling different projects and deadlines, managing multiple teams, and being pro-active with your own marketing efforts are all essential to success. While the work itself is important, it’s also vital to establish strong, positive agency-client relationships You could be the best agency in the world in terms of results but if your clients find it difficult to work with you, or…

HubSpot and Salesforce: Rivals or Partners?

By on May 30th, 2019

Marketing agencies typically identify with a single customer relationship management (CRM) platform. They consider themselves a “HubSpot Agency” or a “Salesforce Agency” and tout their mastery of their preferred CRM to prospects, clients and partners. There are many articles that compare HubSpot and Salesforce—two of the most popular CRMs in the industry—based upon their pricing, features and client support. While that type of comparison information is extremely valuable, we wanted…

How to Choose the Right Martech Tool for Your B2B Tech Brand

By on May 27th, 2019

Martech evangelist Scott Brinker’s 2018 marketing landscape supergraphic shows there are more than 6,800 technologies out there for marketers. With more than a 27% increase from 2017, the amount of solutions is only growing. How can marketers possibly choose between all of them when the offerings are seemingly endless? While traditionally marketers have been known for their creativity only, times have changed. There is now tons of technology in the…

7 Creative Ways to Personalize Your ABM Strategy

By on April 4th, 2019

It’s perfectly normal to stick to a marketing strategy if it has proven to be successful for your business. However, one of the most effective ways to keep your marketing strategy dynamic is to inject fresh ideas, talking points, tactical approaches, and creative messaging. Account-Based Marketing (ABM) is a relatively new concept in B2B marketing strategies and may be a new program type for your business, with that being said…

What Is Marketing?

By on April 4th, 2019

Let's face it, to the average business person, marketing equals promotion. Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it. Marketing is an ad. Marketing is a brochure. Marketing is a press release. And more recently, Marketing is a Facebook page or a Twitter account. Marketing, to many business people, is simply selling…

What Should Your Martech Stack Look Like?

By on April 3rd, 2019

Marketing technology – or martech – has evolved in leaps and bounds in recent years. Whatever the marketing task you want to complete, you're almost guaranteed to find software out there to help you complete that task. It’s also pretty certain that you’ll need more than one tool, which is where your martech stack comes in. A martech stack is essentially a set of technology tools that enable you to…

How to Clean Dirty Data and Increase Your Marketing ROI

By on April 2nd, 2019

Everyone knows that data is an integral part of a company. From the success of marketing campaigns and sales efforts to networking and business growth, all aspects of a company rely on it.  So how is it that a shocking 94% of B2B companies speculate that their database is inaccurate or stale? The average CRM data decays at a rate of 30% per year (some areas, like Silicon Valley, it…

13 Common Mistakes When Using Social Media for B2B

By on March 21st, 2019

With over 3 billion people using social media globally, it’s safe to say that certain social platforms can be a gold mine for your B2B business's lead generation efforts. However, some digital marketers may not be utilizing this channel to its full potential. Becoming a well-rounded B2B marketer means conquering your way through social media. Behind every business are real people; social media provides an avenue to not only market your…

Planning for ABM? Overcome These Common Challenges

By on March 20th, 2019

Account-based marketing (ABM) has gained a firm foothold in the B2B marketing world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” Basically, you as a marketer are taking personalization to an elevated level. Making the leap into ABM marketing is highly recommended to improve your marketing ROI, but without proper planning, finding success could become a struggle. The only way to reduce the potential risks…

When Should Marketing Hand Leads to Sales for Closing?

By on March 11th, 2019

Not all leads are sales-ready. They may be considered marketing qualified, but they’re not yet sales qualified. When marketing hands over leads to the sales department, it’s crucial that these leads are ready to purchase, so that the sales personnel don’t waste their time on leads that won’t convert. When leads enter the funnel, they can be at any stage of the buyer journey. They may be aware that they…