Author Archives: Molly Clarke

7 Ways to Build Your Email List

email marketing list

Fact: Your company’s email program will only ever be as good as your contact database.

No matter how great your emails are, eventually your contacts get married, change jobs, or receive promotions; their companies go out of business or merge with entirely different organizations. Slowly but surely, you’ll be left with inaccurate and unreliable data.

If you aren’t diligent about database maintenance, you’ll run your email marketing program into the ground.

So how do you grow your email list while combating rapid data decay? Fear not—we’ve put together a list of the five best ways to keep your database full and accurate.

1. Cleanse your database regularly.

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3 Times to Avoid Scripted Social Media

scripted social mediaFrom the time social media became a viable marketing channel, B2B companies have been looking for ways to automate social processes.  Although social media tools have made this easier—with features like post scheduling, conversation monitoring, and hashtag tracking—some aspects of social selling can’t be pre-planned.

Today we’re covering a topic that B2B marketers have disputed for years—scripted social media. If you’re not familiar, scripted social media is the process of using pre-written, well-vetted messaging as part of your corporate social media strategy.

Proponents of this strategy argue that predetermined talking points and canned responses give companies editorial control of their social channels. Others argue that scripted social media can appear inauthentic, robotic, or just plain annoying. Read More

How to Conduct a Win/Loss Analysis in B2B Sales

b2b salesA win/loss analysis is the process of studying past business deals in order to generate valuable insights about your company’s selling practices. The insights garnered from this type of analysis can be instrumental in growing your business and increasing revenue.

In fact, companies that conduct win/loss analyses consistently outperform those that don’t in the following areas (source):

Customer retention rate: 60% vs. 48%
Reps attaining quota: 51% vs. 47%
Lead conversion rate: 23% vs. 17%

Continue reading to learn how you can incorporate win/loss analysis into your B2B sales process. Read More