28 Jun |
Marketing Automation WILL NOT Help You Make More Sales |
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When was the last time everything that was meant to, or should have happened from a marketing perspective, actually happen? Marketing automation vendors would have you believe that their tool is the answer to all your needs – think again. These are the days of under-resourced and under-funded marketing departments. The funny thing is, in many instances, the finance departments are the ones enthusiastic about implementing this automation play as all they can envision is savings down the road. In reality, what ends up happening is that marketing turns their focus on feeding the automation
Read more...21 Jun |
Things they said at the B2B Demand Generation Summit… |
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Throughout the SiriusDecisions Summit this year, the message of “sales and marketing alignment” resonated loud and clear. That, in fact, was the theme – B-to-B Sales and Marketing: Forging a New Alliance. If you’ve been following closely, this theme has been a recurring one on my blog as well. Last summer, I wrote about connecting the dots between lead generation, sales and CRM. Around the same time, I offered a quick summary of inbound marketing trends and adoption of best practices for lead generation. Coming back to the Summit, speakers, John Neeson (co-founder of
Read more...15 Jun |
Inbound Web Conversion |
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- The land of opportunity for the B2B demand generator Jay Gaines (Twitter: @izjay), a Service Director with SiriusDecisions spoke about Website Conversion on Day 2 of the SiriusDecisions Summit this year. He talked about a big step up in website goals from merely disseminating information to “perpetual demand creation”. Conversion optimization is the way to create a steady stream of leads with the “4 critical elements” being: Content Website ownership Technology Program integration While a big part of demand generation traditionally has been “education”, i.e.
Read more...08 Jun |
Will Your Prospective Customers Cool Off for the Summer? |
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- Or do you have plans to stay hot on their heels? It’s almost that time of the year when you hear the joyous cries of “school’s out”. Already, the backyards are scented with mixed aromas of fresh flowers and sizzling barbecues. Camping gear is being pulled out and dusted clean while golf becomes the most important item for many on the weekend agenda. Yes, that’s right, summer’s here. And for those of us in Canada, we’re saying, “Well, it’s about time!” For anyone observing the change in the business landscape this time of the year, the contrast between the B2B and B2C
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