B2B marketing in a smaller organization: How hard can it be? All you have to do, after all, is create and capturing interest in a product or service, get interested people into the sales pipeline, and manage these prospects wisely throughout their buyer’s journeys … right? Well, on second thought, that can be a bit […]
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Michelle: What does the landscape look like for reporting and attribution? Are most marketers using it today? Aaron: In the broader landscape, marketing measurement, obviously every marketing team does some sort of measurement. From that perspective, it’s 100 percent. Every marketing team is measuring how many leads they generated, or how many people they reached,
We have two primary forms of leads: online and offline. This article talks about how to combine online and offline marketing for more efficient lead generation. In today’s world we are mostly narrowing in to online leads, thanks to the Internet essentially opening up the entire world for us to peruse. But offline leads should still
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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
4. Understand their needs and where they are coming from. Again ― this is something that many companies just nail. You can tell from the moment you land on their homepage that they get you and what you need. Then there are other companies. They mean well, but they don’t seem to really know what
You Need to Understand These 6 Things About What B2B Buyers Want Read More »
A key performance indicator is only effective if you’re actively measuring it. Key performance indicators (KPIs) can help provide insight into whether your marketing efforts are effective or you need to take a different approach. For example, if one of your campaigns is negatively affecting ROI, the sooner you know the better. Marketers who measure
Set the schedule by mapping out dates for things like rehearsals and content submission (if you’re not creating it yourself) and plan the promotion schedule. You also need to consider the webinar platform or the technology you’ll use. Many good options are now available. Consider your need for engagement and interaction, as well as your
