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  • Forget the Funnel: Join the Buyer's Journey With Lifecycle Marketing Instead

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Are you still using the sales funnel as your model for marketing? Stop. There's a better, far more accurate way that also aligns with lead nurturing and trust-building via content marketing. It's lifecycle marketing, and here is how it works.

  • How to Use Social Media for Sales Research

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Sellers—and marketers—are crazy if they don't take advantage of the vast amounts of information about their buyers that's available on social media. And yet, they don't. Those who do... have a great advantage. Here are ways to research buyers on social platforms.

  • Set Up Your Lead Generation System: A Six-Step Guide [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Lead generation is a detailed process. This infographic provides insights that help you understand that process and lays out tips and best-practices to set up a lead-gen system in six steps.

  • How to Align Sales and Content Marketing Teams

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    To get the maximum return on investment from their content marketing and sales teams, company executives need to create a culture that enables those teams to work together. Here's a three-step guide to creating that kind of company atmosphere.

  • Five Ways to Make Your Digital Marketing Feel More Human

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Customer Experience

    You'd think we'd be naturals at this whole "talking to other humans" thing. After all, even though we're marketers, we never stop being customers ourselves, and we're more familiar than most with how brands grab our attention successfully (or not). Here's how our marketing can be more human—and more effective.

  • Selling Isn't a Game, It's a Puzzle: Author Ian Altman on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Demand Generation

    Strategic adviser and sales-alignment expert Ian Altman shares insights from the new edition of his book Same Side Selling: How Integrity and Collaboration Drive Extraordinary Results for Sellers and Buyers.

  • The New Conversion Marketing Is Killing Your Old Funnels. Embrace It.

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    We need to ditch our old conversion funnels and tactics for one obvious reason: Consumers have become smarter than our old methods of converting them. And we need to change our conversion-marketing playbook accordingly. Here are two key ways to do that.

  • You're Hired... or Not: How Clients Find Small Business Service Providers [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Customer Experience

    As a small business owner or marketer, the last thing you want is an unhappy customer who can take to review sites and social media to undermine your hard work. Do you know what your clients or would-be clients expect from service providers like you? This infographic will help.

  • Better ROI on B2B Webinars: Low-Hanging Fruit You Shouldn't Overlook

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Webinars are a great tool for any stage of the buyer's journey, but you're probably not going to get the level of attention and engagement you're after if your webinar is a sales presentation in disguise. Take these four basic actions to ensure better ROI for your webinar efforts.

  • Lead-Scoring Accuracy Checklist: How Do You Rate?

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Companies that use lead scoring benefit from a 77% increase, on average, in lead generation ROI vs. those that don't. But you have to do it right. Go through this checklist to ensure your lead-scoring is sophisticated enough to work well.

  • Five Website Conversion Principles That Will Increase Your Lead Volume

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Buyers are becoming increasingly fussier. Without a delightful and error-free experience with your brand or website, it's likely you're losing out on conversions, leads, and clients. These five conversion rate optimization (CRO) principles will increase lead volume and help you surpass your targets.

  • How to Stop Annoying Your Customers With Useless CTAs and Instead Write CTAs That Convert

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Writing

    In a world full of "READ THIS!" "BUY NOW!" and "CLICK HERE!" sometimes the only action customers want to take is to click away. And we marketers shouldn't blame them. So, what do we do? How else can we inspire action?

  • A Guide to Using Infographics for Lead Generation [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Infographics, a type of long-form visual content, are often created by marketers primarily to boost engagement on social media and drive traffic to websites. But infographics can work great for lead generation, too.

  • The Home Is at the Heart of Commerce Marketing [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    Home is where purchase decisions are made, finds a study of how direct mail influences consumer purchase decisions and whether those decisions involve various members of the household. Check out the findings.

  • Automated Push Notifications Are the New Secret Weapon of E-Commerce

    Article

    CONTENT TYPE: Article | TOPIC: Websites

    Automated push notification is an optimal channel in the post-GDPR era, allowing e-commerce brands to push communications to target users efficiently, effectively, and easily. Now's the time to act—because late adopters will fall behind.

  • Sales Meeting No-Shows: It's Not You, It's Them (And What You Should Do Next)

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    One of the most frustrating moments of the sales process is the "no-show"—when a prospective customer fails to show up for a meeting or isn't available to take a scheduled sales call. But that doesn't mean your prospect is not interested in buying from you! In fact, no-shows are a hidden source of future business opportunity.

  • Chatbots' Positive Impact on Customer Experience and Conversions

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    If you consider chatbots just another marketing fad or buzzword that doesn't impact revenue, we have some bad news for you. Chatbots are already an integral part of modern customer experience—and they are having a serious impact on conversions.

  • Why Testimonials Are B2B Companies' Most Important Marketing Tool

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    B2B companies know how to talk-up their products or services, emphasizing how efficient and cost-effective they are. But customers don't want marketing spiel: They want balanced and unbiased information and insight from people they can relate to. You can make sure that's what they get.

  • How to Create the Perfect Lead Magnet: Three Essential Ingredients

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Want to create a lip-smacking lead magnet that prospects will come from far and wide to sample? You'll need the right mix to do it, including these 3 essential ingredients.

  • Why the MQL Is Broken, and What to Do About It

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Demand Generation

    Only 8% of companies say their marketing and sales teams are aligned. The source of the fracture in the relationship? The ubiquitous, but flawed, Marketing-qualified lead (MQL). Here's what you, as a marketer, can do about that.