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- The final stop of the MarketingProfs Smart Marketers Tour was the beautiful deCordova Museum in Lincoln, MA, on July 10, and it was our best-attended. Our guests were Jeff Mayersohn, owner of the Harvard Bookstore in Harvard Square, Cambridge, and Lou Imbriano, CEO of TrinityOne and former CMO of the ... more
- If you're still wondering about the value of segmentation, consider these numbers from eMarketer, as reported by HubSpot: "39% of email marketers that practice list segmentation see better open rates; 28% see lower opt-out and unsubscribe rates; and 24% see better email deliverability, increased sales leads, and greater revenue." HubSpot's Corey ... more
- "Hundreds, if not thousands, of solutions have been developed to automate lead-scoring," writes Peter Gracey at MarketingProfs. "However, those scores don't provide salespeople much valuable information." That's why he developed a scoring system that asks six questions—three before a discover call, three afterwards—and assigns up to six points. Here they ... more
- It's easy to send "just one email with the same content to everyone in your database," writes Matthew Johnson at the Vision6 blog. "But how do you send that same email and make it relevant to everyone in your database?" The short answer is: You can't. And that's why you need conditional ... more
- Websites are great ways to relay lots of information—and that's a blessing and a curse, as business sites pack in as much about themselves, their products, their customers, their services, as they possibly can. Against that daily data barrage, the use of imagery can pay off big, KISSmetrics tells us in ... more
- If your company operates in the B2B sphere, there's a good chance your lead-nurturing program includes email campaigns with triggered messages. But if those messages are too robotic, warns Ardath Albee, they might do more harm than good. "Lead nurturing is not about sending out emails on a regular schedule just because you can," ... more
- When you troubleshoot your lead gen program's lack of closed deals, be sure to examine your sales reps' role in the process. "[A]ll too often, despite their critical contribution to a business, sales reps can get in their own way," writes Al Davidson at MarketingProfs. "They are often their own ... more
- In April, the McKinsey Quarterly published "Demystifying Social Media" for businesses. The article illustrates how using social media right can enable "targeted marketing responses at individual touch points along the consumer decision journey." Here are four steps to take to meet consumers along the way and achieve social touch-point engagement: Monitor. Make learning what's said about ... more
- In a guest post at the Modern B2B Marketing blog, Joby Blume shares his lessons learned about implementing marketing automation in a B2B setting. First and foremost, he says, it's important to have a well-defined marketing process in place before adding any tech. "If you don't have a marketing process, marketing ... more
- You've got a strong marketing mix—but does it include public speaking? "Whether used to promote a company report or in-house expertise, or simply to engender brand awareness, public speaking is a powerful—and often economical and organic—way to get your message to key influencers and decision-makers," writes Heather Rast at MarketingProfs. ... more
- It became immediately apparent to Howard J. Sewell that something was terribly wrong with his client's lead scoring system. "The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed threshold for a sales-ready lead was a mere ... more
- These days, B2B sales teams are carrying their product demos, order forms, cool presentations—you name it—with them in handy tablet form. And the tablet of choice is often the iPad. Dealmaker 365 blogger Donal Daly has been using the iPad on sales calls since the first model was introduced—and over time, ... more
- How would you rate your company's all-around lead gen game? "Some companies are good at generating B2B sales leads [and] others are good at qualifying and closing those leads," writes Christopher Ryan at Great B2B Marketing, "but the top performing companies are those that leverage B2B lead management techniques and ... more
- Best-in-Class B2B companies generate on average 17% of their leads from social media channels, roughly 230% more marketing-generated leads than other companies (5%), according to a new report by Aberdeen Group, which examines the social marketing strategies of top-performing B2B companies. more