B2B Marketing

Drip campaigns are an easy way to nurture leads, which is essential to growing your customer base. Automated drip campaigns do take planning, but once you get your most important data and content in place, they require very little maintenance.  Of course, email drip campaigns are designed to move your leads toward a goal: engagement…

Marketers have grown fond of the customer lifetime value (CLV) metric, which provides a useful prediction of the total net profit a company makes from an individual customer. That’s not surprising, as it makes other analytical processes, like evaluating the cost of acquiring new leads, much easier. But how do you increase CLV? We’ll show you how…

B2B marketers and salespeople have long relied on “the funnel” to understand how customers convert and how to structure their campaigns. The legendary funnel, despite its myopic, linear perspective, has proven valuable as a mechanism for critical thinking. I.e. companies who use a funnel  — whether it be vertical, horizontal, flipped, or scrambled — are making…

One of the hardest parts of marketing is figuring out where your conversions actually come from and which campaigns should get the credit. Let me end the argument right now: give all credit and money to your content writers. Just kidding. You should build a marketing attribution model, and then give all the money to…

Less than one percent of leads turn into customers, according to Forrester Research. If that doesn’t make you sweat bullets, there’s something wrong with you. Or maybe it’s just your mindset. But this statistic puts the writing on the wall: marketers are still using “spray and pray” tactics, generating low-quality leads who waste sales’ time,…

The marketing world is not for the faint of heart. Marketing directors are juggling dozens of projects, deadlines, and priorities, and teams are working overtime. Execs want to know where everything stands and whether campaigns are on track to meet launch dates. Tight deadlines and tighter budgets mean stretching every minute and every penny further…

Thanks to the HubSpots and the Seth Godins of the world, direct marketing (also known as outbound) has lost a lot of ground to its younger, prettier, more socially responsible sibling: Inbound.   Some have gone so far as to call it “dead.” “As you likely know from reading this blog, we’re huge proponents of…

You can run a marketing department without a long-term plan, but the chances of success grow slimmer the less planning you do. Planning doesn’t make a great B2B marketer, but it does mean you can measure and learn from your efforts. You wouldn’t hit the road without your GPS, so why would you market without…

The traditional wisdom of marketing says that the more coverage you achieve with your brand and message, the more likely you are to sell. Imagine two comparable products: Kraft Macaroni and Cheese (in the blue box), and the store brand mac & cheese. Both boxes come with dry pasta and powdered cheese mix. If they’re both…

Whether we like it or not, many marketers believe in the myth of virality: that a special combination of tactics, employed in the right order and directed at the right consumers, will yield overnight success. This is especially true for SaaS marketers, who try to balance buyer education with sleek branding. It’s easy for us to look at…

Account-based strategies are all the rage right now — account-based marketing (ABM), account-based sales development, even “account-based everything.” With so many people talking about going account-based, who can blame marketers for not knowing where to start? ALSO READ: 7 ABM Tools That Actually Do Something Unique In this post, we are going to explore the very…

When your sales and marketing programs have scaled to the extent that you need to maintain a large, consistent volume of leads, outsourced lead gen is the next logical move.   You can use another company’s resources and databases to drive new conversations with your reps, and you can specify targeting criteria to weed out the…

It can be hard for mere mortal marketers to keep track of all the touch points in the modern buyer’s journey, and even harder to take advantage of the opportunities those interactions provide. That’s why marketing automation is so useful. With a single platform, you can manage:  That said, not every tool is the same. Some…

Frustration often leads to change. Take, for example, spam. In 2008, spam emails constituted almost 93 percent of total global email volume. That means the average user world-wide wasn’t able to find even one legitimate email for every ten in their inbox. Now that is frustrating. But since 2008, the global spam rate has consistently…

For too long, business-to-business marketers have subscribed to a flawed ideology. We have been told that business buyers are automatons that only care for a certain set of numbers and operate on a purely logical basis. Our audience may include people outside of the office, but when they sit down at their desk, all emotions evaporate.…