Demand Generation Marketing Courses and Resources

CONTENT TYPE: Article | TOPIC: Demand Generation

Clearly, developing a customer journey map is beneficial to your business. But how do you ensure that all of your work in mapping the customer journey will be properly implemented within your organization?

CONTENT TYPE: Article | TOPIC: Demand Generation

Just five years ago, in small-to-midmarket companies, 1-2 people were typically involved in the purchase decision. In recent years, that trend has shifted; now, 3+ people must approve purchases, even those below $50,000.

CONTENT TYPE: Article | TOPIC: Demand Generation

As technology becomes a driving force in marketing and sales, B2B companies need to better understand the art and science behind launching and executing a successful lead generation program.

CONTENT TYPE: Article | TOPIC: Marketing Content

Getting people to grasp new ideas and ways of doing things is especially critical to the sales process in tech companies. Which is why applying teaching and learning principles to scripting and producing marketing videos makes so much sense.

CONTENT TYPE: Article | TOPIC: Marketing Content

You market and sell to businesses. So, if you're going to create B2B sales and marketing material (which—make no mistake—your explainer video is), keep in mind these five tips for writing a video script that converts.

CONTENT TYPE: Guide/Report | TOPIC: Marketing Content

Marketing is always in a battle for attention: you can’t sell something to someone who won’t pay you any mind. But if you want them to do more than just notice you—if you want them to engage with you until they’re ready to act—you can’t be static or predictable or dull. You need to get interactive.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Print collateral is still an important sales and marketing medium. To produce strongly branded, high-impact print media, you need to know what materials work best together. So here are must-know basics about printers, ink, paper, and collateral types.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The final article in this series explores how to respond to altered behavior in the buying cycle, deliver content to where it is most needed, and focus on the proven sales-generating power of SEO.

CONTENT TYPE: Article | TOPIC: Customer Experience

By ensuring that your marketing encourages repeat business, brand loyalty, and customer referrals, you give your business the kind of boost that can't come from any other source. But how do you go about doing that?

CONTENT TYPE: Article | TOPIC: Demand Generation

In B2B marketing, to convince customers to buy from you, they must know who you are, what you do, and why you matter to them. Here's how to move their buying decision forward—from "we're interested" to "where do we sign?"

CONTENT TYPE: Article | TOPIC: Demand Generation

The purpose of B2B marketing is to attract and retain profitable customers. The first step toward that goal is to learn who influences buying decisions—and then win their trust in a way that will result in a sale.

CONTENT TYPE: Article | TOPIC: Demand Generation

Rather than just pass leads off to Sales, marketers now shape and guide prospects through the sales funnel until purchase intent is clear. Thanks to lead nurturing, doing so is easier and more effective than ever before.

CONTENT TYPE: Guide/Report | TOPIC: Email Marketing

A lead magnet is a free offer you make in exchange for an email address. Of course, not every person who gives you an email address is a hot lead, but if you’ve collected an email by offering a useful and highly relevant gift, the person who requested it may have the potential to become one.

CONTENT TYPE: Article | TOPIC: Demand Generation

Marketing to the wrong people doesn't help you. Knowing what motivates purchase decisions is essential to building a successful inbound program. So how do you figure out what motivates purchase and how to reach those motivated people? By creating buyer personas.

CONTENT TYPE: Article | TOPIC: Demand Generation

Marketers know the duplicate-record problem well, but even more insidious are duplicate data fields. Here's how to minimize the problem and perform data unification, along with tools and resources for doing the job right.

CONTENT TYPE: Article | TOPIC: Demand Generation

Turn any common presentation, such as a sales deck or company overview, into an asset that provides valuable information, turns prospects into buyers, and drives the bottom line.

CONTENT TYPE: Article | TOPIC: Customer Experience

Consumer engagement today looks more like an engine with interlocking gears than like the familiar funnel that marketers have relied on for more than a century. Here's how you can use the new framework to enhance the value of your marketing.