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  • Inspire More Switches: How to Win Customers From Your B2B Competitors

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Of course you want to lure your competitors' clients, but you may feel stuck in the position of waiting for them to make the switch. Here's how to take action and increase your chances of persuading those prospects.

  • Create Content That Sales Loves (& Actually Uses!)

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    Did you know that 80% of the content we create is often wasted? Learn how to create the content that gets used and gives you a healthy return on your content investment. Sponsored by Allego.

  • Fewer Random Acts of Content

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Content

    You need to attract new people to your business. The right people, those potential ideal customers. Only then can you successfully engage with them. Providing incredible, high-value, educational content will qualify them ready for sales (or move them down your e-commerce pipeline). Then, when it's time for conversion, your success rate will boom.

  • Company Profits Squeezed? Here's How B2Bs Can Justify Raising Prices

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Price increases don't have to mean your customers' running in the opposite direction. Differentiation and open communication can help. Here are some strategic basics of raising prices.

  • The Marketer's Content Guide to Attracting More Prospects

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    It's not an exaggeration to say digital content can make or break your marketing campaigns. So if you're not attracting and connecting with the type of audiences you seek, it's time to level-up your content efforts. Get ready to discover how to engage with more—and better—prospects. Sponsored by Act-On.

  • How Your Content Can Contribute to Business Growth

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    Getting the right content—content that directly corresponds to a prospect's need—in front of the right people, at the right moment, is a big challenge for today's marketers. But, with the right data and tools, it can be done. And it can drive business growth. Sponsored by Selling Simplified.

  • Your Buyers Start Their Journey in the Dark Funnel, and You Need to Be There When It Happens

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    Buyer journeys are independent of your sales funnel, which is why so much of those journeys is hidden. But there's a way to be there when they set off on their journey. You just need to see the signals.

  • Micro-Conversions: What They Are and Why They Matter

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Not every conversion means making a sale—especially in B2B, where every customer goes on a long journey before deciding whether to buy. That journey is made up of micro-conversions. This article provides more information about identifying and tracking them.

  • Six Tips for Generating More Leads With Your Marketing Content

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    There may be no magic bullet for increasing lead generation, but tweaking your marketing content can still boost the response to it—and improve lead quality. Here are six easy ways to do that.

  • Brand-to-Demand: A Powerful Approach for Marketers [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This recent infographic from LinkedIn Marketing Solutions explores how focusing on both brand and demand marketing can drive exceptional performance for marketers.

  • The Secret to My (Demand Gen) Success

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Demand Generation

    Join Kenda Macdonald for her Master Class: The Secret to My (Demand Gen) Success. In 22 bite-sized lessons, you'll learn how to combine marketing automation, buyer psychology, and content marketing to improve your demand gen programs immediately.

  • Demand Generation and Marketing Automation: An Overview

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    Demand generation marketers are accountable for the entire purchase journey, from attracting interest through conversion (and even after). In this lesson, you'll learn the three critical components needed for demand gen success—behavior, life cycle marketing, and content—and how to pull them together into a demand generation automation strategy designed to achieve your goals.

  • Buyer Psychology: Understanding Your Buyer's Brain

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    The buyer's mind isn't a mystery. (It's true! There's research!) This lesson on buyer psychology covers what's happening in the buyer's brain during their purchase journey. Because once you understand how consumers think and what increases reward activation, you can start formulating an evidence-based demand generation approach.

  • Life Cycle Marketing: A Framework

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    If you want to succeed at demand generation automation, you can't just tackle a little awareness here and a smidge of deal closing there. In this lesson, you'll learn a framework for planning the entire purchase journey, touching the four components of life cycle marketing—attract, engage, sell, and wow. Get ready to maximize customer lifetime value (CLV).

  • Content That Converts: Create What Buyers Crave

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    Content is the lifeblood of your demand gen automation program. But odds are there are things you're not getting right. Learn why content is so important to demand generation automation, how to use it to move consumers through the awareness stages, and which content programs work the best for each life cycle marketing phase.

  • The Ultimate Automation Journey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    How do you combine the key elements of the demand generation automation journey—buyer psychology, life cycle marketing, and content—into a program that delivers results? In this lesson, instructor Kenda Macdonald shares how to do that using her award-winning, 10-step blueprint for creating a world-class automation journey.

  • Attract and Engage: Lead Magnets

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    Believe it or not, a lead magnet isn't just top-of-funnel content for lead generation. You can (and should) use them throughout the sales process to demonstrate your authority, educate your consumers, and increase lead quality. In this lesson, you'll learn what makes a good lead magnet, what types of content and offers work as lead magnets for top-, middle-, and bottom-of-funnel activities, and where buyer psychology fits in.

  • Attract and Engage: Short-Term Nurture Campaigns

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    When done well, lead nurturing campaigns are demand generation automation at its finest: they boost engagement in the short term and maintain that engagement over the long haul. This lesson covers the three fundamentals of an effective demand generation automation nurture program—short-term nurture, long-term nurture, and sales-supporting nurture.

  • Attract and Engage: Welcome Campaigns

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    Welcome campaigns are your chance to welcome and wow, set expectations, and provide context to new-to-file subscribers. Learn how to develop this must-have campaign, so you aren't wasting valuable follow-up and nurture time introducing yourself.

  • Sales Campaigns

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

    Demand generation marketers aren't just responsible for generating leads and warming them to marketing qualified lead (MQL) status—they're always thinking of conversions. Sales campaigns are structured communications designed to get people to purchase. Learn how to qualify and move customers through the sales pipeline using this campaign type.