Targeted Marketing or Bad Poetry? [Infographic]

targeted marketingBad poetry: It’s hard to describe but easy to spot. We all know there’s nothing worse than the terrible rhymes, mixed metaphors, and over-the-top adjectives found in amateur poetry.  When a poem is bad, it’s uncomfortable to get through and leaves readers confused— just like bad content marketing.

Bad content is similar to bad poetry but it’s not always as easy to identify.  It’s difficult to meet the ever-growing demand for content, but if you blindly follow trends or fail to think concepts through, your efforts will undoubtedly fail. If you want to be seen as a thought-leader, you need to bring a fresh perspective to your content. Continue reading “Targeted Marketing or Bad Poetry? [Infographic]”

The Real Value of Email Hygiene: A Marketer’s Guide

Marketing trends come and go all the time, but email marketing has stood the test of time and it seems as if it’s here to stay. Boasting an ROI of 4400%, or $44 for every $1 spent (source), email marketing remains the go-to channel for leading organizations.

But, no matter how detailed or personalized your email campaigns are, they’ll inevitably fail if you don’t take the appropriate steps to maintain your email lists. In fact– emailing bad contacts is the fasted way to get marked as spam and ruin your email reputation.

Email hygiene is a crucial, yet often overlooked, element of email marketing. Today’s blog post explains why email hygiene is so important, and the steps you can take to maintain your email lists. Continue reading “The Real Value of Email Hygiene: A Marketer’s Guide”

How to Build Your Email List in Seven Steps

how to build your email 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.

Continue reading “How to Build Your Email List in Seven Steps”

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. Continue reading “3 Times to Avoid Scripted Social Media”

B2B Blog Post Round-Up: Choosing Influencers & More

april b2b blog post round upWelcome to our eighth installment in our series of B2B Blog Post Round-Ups. As part of an effort to promote content we contribute to outside publications, each month we compile a list of our five favorite articles that we’ve written for other thought leaders and industry experts.

Today’s edition features content about lead generation, data-driven recruitment, marketing influencer selection and more.  Check it out! Continue reading “B2B Blog Post Round-Up: Choosing Influencers & More”

The Beginner’s Guide to Lead Scoring

lead scoringMost marketers operate under one primary goal– to generate leads for their business. But, if you work in marketing, you know not all leads convert into paying customers. So that begs the question: How do you determine which leads are most likely to become buyers? And, how can you optimize campaigns to generate better leads?

Enter: lead scoring. Today we’re telling you everything there is to know about lead scoring – what it is, why it’s important, and how you can implement an effective lead scoring strategy as part of your overall marketing efforts.

Ready to learn more? Keep reading. Continue reading “The Beginner’s Guide to Lead Scoring”

The Business Leader’s Guide to Marketing and Sales Alignment

marketing and sales alignmentDiscord between marketing and sales departments is an age-old story. The marketing team gets annoyed at the sales team for failing to follow up on leads and in return, the sales team is annoyed with the marketing team for generating low-quality leads in the first place.

As it turns out—neither team is wrong. Research shows the average sales team ignores 50% of marketing leads (source). And, conversely, 61% of B2B marketers send all leads directly to sales, yet only 27% of those leads are qualified (source). So, what’s a business leader to do? Continue reading “The Business Leader’s Guide to Marketing and Sales Alignment”

4 Signs Your Customer and Contact Database Needs Help

customer and contact databaseThough you may not realize it, your sales and marketing database is one of your company’s most valuable assets. When compromised by dirty data, your entire business will feel the impact. In fact, more than 40% of business objectives fail due to inaccurate data (source).

Worried about data quality? Here are four sure signs your B2B database could use a little help. Continue reading “4 Signs Your Customer and Contact Database Needs Help”

5 Signs You’re Not Tracking B2B Marketing ROI Effectively

b2b marketing roiAs a marketer, your results are directly dependent on strategy and budget. But—to gain buy-in from executives and decision makers, you must be able to confidently demonstrate your ability to contribute to the company’s bottom line.

Enter ROI. Measuring marketing ROI is no longer optional—and while most marketers understand this, it’s a lot easier said than done. In fact, 50% of B2B marketing executives find it difficult to attribute marketing activity directly to revenue results as a means to justify budgets (source).

Continue reading to learn how to identify and fix ROI tracking problems so you can better prove that your marketing efforts are paying off.

Continue reading “5 Signs You’re Not Tracking B2B Marketing ROI Effectively”