If I’m ever asked about my ‘favourite marketing metrics’ (it happens when you live the B2B thug life), I usually start with a stock phrase, “Well, revenue is the mother of all metrics, but short of that, I like…” But, even as I say it, I know in my heart that it’s wrong. (Then why […]
Why Revenue is the wrong metric for B2B marketing Read More »
If you’re keeping up with the latest B2B trends, you’ve probably heard or read the term “Account Based” recently. Many B2B organizations deal with a smaller lead pool and longer sales cycle, which means you’ve probably had to adjust your marketing campaigns accordingly. And, that’s where account-based marketing and sales come in. Beyond buzzwords, making
How to Manage an Account-Based Sales Team Read More »
Marketers have started to realize that most web pages have a major fault: They’re not designed to win customers. Mostly, they’re distracting, they’re overwhelming, and they’re bad at guiding prospects through the marketing funnel. That’s why many marketers count on a relatively new tool (compared to billboards) to generate leads and make sales—the landing page. Landing
When and Why to Use Landing Pages Read More »
Are you struggling to build a strong community for your business on Twitter? It’s easier than you think. You can be successful by making a plan, delivering quality content, organizing with Twitter lists, participating in active Twitter chats, and knowing your Twitter analytics. A company that successfully embraces Twitter and builds its community around it
Top Tips For Successful Community Building on Twitter Read More »
An effective SEO strategy leads to increased organic traffic, more qualified leads, better brand awareness, and—ultimately—increased revenue. If your SEO program isn’t providing all of these benefits, you may be allocating too much time to the wrong tasks. It’s time to revisit your strategy. Because SEO has changed a lot in recent years. Veterans of the early days will
Technical vs. Engagement SEO – Marketo Read More »
If we have said it once, we have said it a thousand times…business is all about the relationships you build. We are all familiar with the traditional ways of selling, the old-school push to sell sales tactics and of course, the ABC message—Always Be Closing. However, this outdated message fails to address how buyers buy
5 Lessons Sales Can Learn from Dating Read More »
Marketers today are not shy about facing the challenges of the changing market, regardless of whether they are selling to consumers or to other businesses. And the market is changing rapidly—mobile use only continues to rise, personalization is an expectation, and the channels where people engage are constantly shifting—and marketers and marketing organizations are expected
5 Marketing Trends and How Technology is Helping Marketers Address Them Read More »
In a time when our customers hold the power, when they don’t want to be marketed to, and when they want to be engaged with in a personal and authentic way, if you have a customer community, you already have an incredibly powerful tool at your fingertips with which to engage customers. In Steve Lucas’
The Engagement Economy’s Best Kept Secret Read More »
Today Beyoncé is a household name—she commands attention with her work, and what she says, wears, and shares. Beyoncé has spent years carefully creating her brand—from her early days as the lead in Destiny’s Child to her career as a solo artist to her launch of a clothing line, philanthropy and investments. She has built
Beyoncé —Game Changer, Brand Builder, Innovative Marketer Read More »
Want to improve the way you do business in the U.S.? Learn from the Japanese. I recently traveled to Japan on business and pleasure. Anticipating several meetings and events, I began to familiarize myself with local customs and of course, Japanese business etiquette. While you may already know that politeness and respect are cornerstones of
Lessons from Japanese Business Culture Read More »
