Marketing Automation Features and Benefits

Marketing automation empowers marketers to focus on the strategic initiatives rather than get bogged down with the tactical implementation, and it aligns sales and marketing towards accomplishing common goals. This all adds up to decreased costs and increased revenue. FEATURES Campaign and Email Management Create and track highly targeted marketing campaigns. Manage end-to-end email campaigns, … Continue reading »

5 Strategies to Improve Your Marketing Campaigns

Here are five marketing strategies you can use to improve your marketing efforts across multiple channels, messaging, and execution. 1. Determine whom you want to reach. Before creating any messaging, channel development, etc., you need to determine which audience segment you want to target. It’s best to create marketing personas to define these different groups … Continue reading »

What Marketers Look for When Considering Marketing Automation [Study]

According to an Ascend2 survey, marketing influencers say that they primarily use a marketing automation integration strategy in order to achieve objectives such as improved campaign effectiveness (57%) and alignment between sales and marketing (53%). And on the whole this strategy is paying off, as 95% of respondents say their marketing automation integration strategy is … Continue reading »

Why Use Marketing Automation

The proliferation of digital channels and devices has made it challenging for marketers to accurately target prospects with the right messages, on the right devices, at the right times. Prospects are managing more of the buying process themselves, creating decision shortlists by researching brand websites and social channels without ever speaking to a sales rep. As … Continue reading »

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks. Lead Scoring Questionnaire Which channels contribute to your current customer acquisitions? What content … Continue reading »

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 4 of 5)

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks. Sales and Marketing Questionnaire Is the ideal customer the same for Sales and … Continue reading »

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 3 of 5)

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks. Customer Journey Questionnaire Who is your ideal customer? (Demographics, firmographics, psychographics, etc.) And what … Continue reading »

How to Easily Increase Content Marketing Performance

Longer Headlines are Better for Branded Content More characters and more words mean more clicks. When writing headlines for branded content, longer is better. Branded content technology provider Polar analyzed data provided by premium publishers, such as Oath and Gannett, to see how a variation in headlines affected key performance indicators (KPIs). It turned out, branded content … Continue reading »

Optimize Leads with Marketing Automation [Survey]

B2B marketers have found lead nurturing programs, created and managed through marketing automation tools, can generate greater volumes of leads. The benefits include an increase in the volume of warm leads, better prospect segmentation and improved targeting efforts to reach them. Marketing automation tools are beneficial, but prior to implementing any lead nurturing program it’s … Continue reading »

Biggest B2B Marketing Challenges [Survey]

The need for better quality leads is a greater challenge than the need for more leads, according to a Salesfusion survey of nearly 700 B2B marketers from companies with less than $100 million in annual revenues. The results align with previous research from Demand Gen Report, in which B2B marketers said that their top priority … Continue reading »

Most Effective and Difficult Digital Marketing Tactics

Email is the most effective digital marketing tactic, and it also benefits from a relative ease in execution, per the survey from Ascend2 and its Research Partners. Given the B2B skew (66% of respondents), fewer selected paid search as being effective as did social media (34% and 41%, respectively). That’s despite other indications that paid … Continue reading »

Demand Generation Priorities for B2B Marketing [Report]

Approximately two-thirds of B2B marketers expect to increase their demand generation budgets this year, according to Demand Gen Report’s annual Demand Generation Benchmark Report. Based on a survey of 131 marketers from a variety of industries, the study finds that the most important priority is a focus on lead quality over lead quantity. That focus … Continue reading »

Effective B2B Lead Gen Objectives [study]

Sales Qualified Leads (SQLs) are the most useful metric for measuring lead gen performance. Business-to-business (B2B) marketers want quality over quantity when it comes to lead generation. A July 2015 Ascend2 study asked B2B marketers worldwide about the most important objectives for an effective lead generation strategy, seven in 10 pointed to improving the quality … Continue reading »

Digital Marketing Budget Growth [infographic]

The survey, featuring responses from almost 600 companies, and looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing. The infographic stats were taken from the Marketing Budgets 2015 Report, published … Continue reading »

Most Important Elements of Effective B2B Content [report]

There have been numerous studies about B2B content marketing released (examples here and here), and a newly-released report on the topic, from Regalix, supports many of the earlier reports’ findings while adding some new insights. Here is a break down of some of the key takeaways from the survey. Virtually all respondents believe that their content … Continue reading »

The Benefits of Marketing Automation

Marketing automation is still new and complex enough that even vendors of automation systems face challenges running their own marketing operations on their own platforms. Despite the complexity, adoption has been fairly rapid and widespread, and there is still potential for further uptake, according to a new eMarketer report, “Marketing Automation: Examining Users and Usage, … Continue reading »

Business to Business Marketing Cost Per Lead by Channel [survey]

Which channels provide the lowest costs-per-lead for B2B marketers? A recent Ascend2 report found that the majority of marketers are seeing steady or increasing costs-per-lead. A new report from Software Advice provides timely data on the performance of various channels. The study assessed costs-per-lead by asking respondents to identify channels as having a “very low … Continue reading »

Most Effective B2B Lead Generation Tactics [survey]

Content marketing, online registrations and webinars are some of the fastest-growing lead generation channels among B2B marketers this year, details Chief Marketer in its annual B2B Lead Generation Survey. Email remains the most popular lead generation channel, though, with 87% of survey respondents planning its use this year. It’s also among the most highly rated … Continue reading »

Top Lead Sources For Small and Medium Businesses [survey]

After releasing lists revealing SMBs’ most effective social channels and traditional media advertising types, BIA/Kelsey details the sources that SMBs consider best for leads. The data shows that there’s nothing quite like the sound of a person’s voice: calls and in-person interactions are rated as “excellent” lead sources by the highest proportion of respondents. But SMBs … Continue reading »

Most Valuable Types of Content For Leads [study]

White papers, webinars are the leading content pieces used for lead generation. Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, … Continue reading »

Lead Generation – Primary Business Objective for Social Media Advertising [study]

More companies cite lead generation (37%) than branding (27%) as their main social media advertising objective, according to a new study from Econsultancy in association with Adobe. The survey – of company marketers around the world, but primarily from Europe – indicates that fewer respondents are looking to increase traffic (18%) or drive direct online … Continue reading »

8 Benefits of Social Media Marketing For B2B

As more businesses launch successful social media campaigns, it’s becoming clear that opting out of the social revolution can put companies at a competitive disadvantage. Social media offers the immediacy and interactivity consumers want and anticipate.  It can intensify customer engagement, drive quality leads and produce higher ROI. Brands understand just how essential and effective … Continue reading »

Leads – The Primary Goal of Content Marketing

Nearly half of companies now have a formal content marketing strategy Content marketing saw its importance balloon between 2012 and 2013. According to the digital marketing company that delivers branded newsletters and content for vertical markets IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped … Continue reading »

Leads in 2013: Content Marketing, Retargeting Fastest-Growing Channels

This year, many marketers’ lead prospecting aims are focused primarily on finding new customers, while relatively few are looking only to retain current or reactivate former customers, according to Chief Marketer‘s 2013 Prospecting Survey. Marketers are ramping up their use of prospecting tools across the board, and while email remains the most common prospecting channel … Continue reading »