The more effective your content is, the better it persuades your prospect and the more it speeds up decision-making. The whole point of content marketing is to share regularly top-quality, relevant information with prospects and existing customers through various channels. But more often than not, basic guidelines of content marketing are forgotten and rules flouted, [...]
Author Archive
Selling Search to the C-Suite
One of the biggest problems in selling search marketing to the higher-ups is that it combines two subjects that very few understand. How many CEOs or CFOs understand technology or marketing, let alone both? How many CMOs understand technology? And how many CIOs understand marketing? Take a look at almost any C-suite executive and you will find knowledge lacking in one or the other―or both.
Why Every B2B Company Needs Sales Analytics
Most analytics tools are more suited to B2C audiences and hence the talk of summary metrics (number of visit to a page) and Goal completes (who is buying, where are they dropping out etc) which are not quite as relevant from a B2B standpoint. What you need in a B2B environment is a system that can talk to both Sales and Marketing. The data should be actionable and provide consistent information. You need a tool that can identify potential prospects, give you some background to determine if they are qualified, allow you to reach out to them if needed and also interface with the CRM – and do all of this without requiring an army of people.
