A while back I read Bill Stinnett’s excellent book, Think Like Your Customer, which should be required reading for anyone in Sales and Marketing, especially if you market high-value products and services. A glaring Marketing Operations disconnect for many companies is our tendency to over-focus on What and How we want to sell, when we really need [...]
Posts Tagged ‘B2B marketing’
Drip By Drip Convert Your Leads!
The process of drip marketing itself might be very simple but it requires a well planned and panned out campaign strategy which details out everything from the content to be sent to different leads based on their buyer stage to the frequency of these emails/marketing communication.
From Action to Engagement: The Call2Action Button Comes of Age
Call to actions are an integral part of all websites, over the years these little buttons or tabs urging a website visitor to act on the website, disclosing their interest and intent have moved from a basic ‘click here for more info’ or ‘contact us’ to tabs that are designed to engage a visitor.
The most significant change has been the adaption of C2As across all types of marketing collateral, the C2A buttons today can be seen on emails, videos, online brochures etc.
Today C2As are not just tabs that ask a visitor to act, but are key to providing an insight into the frame of mind of a prospect on the site. If used appropriately, C2As can become the perfect lead generation tools that help in engaging and converting a visitor.
Stay Hungry; Stay Foolish To Engage Better With Your Website Visitor
This post is a tribute to one of the greatest visionaries of our times, a revolutionary who changed the way people experience technology today – Steve Jobs. Apart from some of his remarkable innovations, Steve Jobs left his followers and fellow businessmen another legacy, his inspirational outlook towards life and his business acumen, which were often reflected in some of his memorable quotes.
I would like to take some of Steve’s stimulating views and see how I can apply them to B2B Marketing.
In this post I have tried to put down 5 valuable website marketing lessons that we can learn from Steve Jobs’.
Marketing Operations, Accountability and Disposability
Is Marketing Operations a protector of individual marketers, helping them optimize and mobilize their talents toward achieving enterprise strategic objectives? Or is it a sinister means to shift responsibility from the system to individuals, making them even more vulnerable and disposable in the name of efficiency and profitability?
It all depends, really, on an organization’s fundamental view of its people. Are your people truly valued or easily replaceable?
A Marketing Operations mindset, and related aspirations such as a culture of measurement and accountability, can be used for good or evil. They can empower marketers or enslave them.
6 reasons why your organization might need a Marketing Automation Solution
In a world where every day hundreds of ideas, products and business solutions take shape and hundreds more make a beeline for our fleeting attention, it is essential to know which of these merit the time and resources spent in exploring their worthiness and their relevance in our organization’s scheme of priorities.
This post is an effort to put down the kind of problems the marketing automation tool is capable of addressing and the kind of organizations who should opt for this solution, if it is in alignment with their overall objectives and budget constraints.
4 Building Blocks to Using Content for Lead Generation
Developing content for each sales stage shows buyers you really understand their challenges, and you want to help. It thoughtfully nurtures leads, giving them carefully crafted information at the right time. And it makes buyers more likely to continue consuming your information and begin building a relationship with you.
Breaking the Marketing Manipulation Madness Model
From creativity and enabling technology, we’ve come up with all sorts of tricks and tools to perpetuate a marketing manipulation madness (MMM) that no longer works. In our quest for @ttention and immediate gratification, there’s a trail of junk littering the Information Superhighway. Pop-up adds hoping to get us to hand over our money. Ill-timed or irrelevant offers in our e-mail or on websites that distract us from quickly finding what we need. Complicated user interfaces and commerce platforms that serve the vendor need to sell but not the buyer need to buy what we need.
Marketing Agencies: Adding that ‘Extra’ to Marketing Automation Implementations
How does a large organization get value out of its investment in a Marketing automation platform, which promised them increased ROI and improved revenue performance management, but is far from being a DIY tool. Especially when getting any value out of the tool involves a continuous process of hand holding, strategizing, education, exploration, resources, effort and time to accomplish.
Statistics show that most enterprises take at least 8 months to realize any ROI from their Marketing automation investment. This is one of the primary reasons why most Marketing Automation vendors today are aligned with consultants and large agencies to ensure a smooth transition and reduce the time for enterprises to get the desired value out of their marketing automation investment.
