Lead nurturing is a powerful tool — and not just for your marketing and sales teams, but for your customer service team as well. While it’s often marketed as a way to engage with non sales-ready leads during the sales process, the applications of lead nurturing actually extend through the entire length of the buyer journey, from initial brand awareness to a repeat customer.

In fact, lead nurturing can also play an important role in your internal enablement efforts (let’s be honest, what can’t lead nurturing do?). For those of you who are hoping to get more creative with your nurturing […]

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A few months ago, we put together a blog series that focused on developing an effective paid search advertising strategy. More specifically, the three-part series discussed how to use marketing automation to make smarter advertising decisions based on the data at your disposal.

But what if you’re just getting started with paid advertising, and you’re trying to focus on the basics? If that’s the case, then you’re probably more concerned with crafting some advertising copy that resonates. The rest can come later. (Heck, even if you’ve been experimenting with paid search for a while, you still may not be 100% happy […]

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According to a 2015 study by digital marketing company Regalix, the following are listed as the top content marketing objectives for today’s B2B companies:

1. Nurturing prospects and influencing purchase: 90%

2. Generating leads: 83%

3. Generating awareness: 76%

4. Thought leadership: 71%

5. Engaging customers to build loyalty and advocacy: 56%

6. Website traffic: 51%

7. Generating sales: 44%

Notice anything missing? Aside from objective number five, content objectives revolving around post-sales initiatives are conspicuously absent. That strikes me as odd considering the fact that it is 6-7 times more costly to attract a new customer than it is to retain an existing one, according to the White House Office of Consumer Affairs. Not […]

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Over the past two months, we’ve been working with a few of our small business clients to better understand how they’re using marketing automation with their small teams. When some common themes started to crop up, we decided to package their wisdom in the hopes that it might benefit other businesses dealing with some of the same pain points.

If you find yourself dealing with dysfunctional sales and marketing workflows, difficulties with content distribution, cumbersome and time-consuming processes, and decision-making that might as well be called “guesswork,” then you might benefit from some of the advice provided by five of our […]

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Raise your hand (virtually) if this sounds familiar: you walk into the office in the morning, wave hello to the few folks on your marketing and sales teams, and spend the rest of your morning monitoring your email campaigns, updating your business’ various social channels, and making your best guess at whether or not a lead is qualified enough to be sent over to the sales team.

This is just one example of what life might look like for a small business marketer. Left to juggle a myriad of tasks on a day-to-day basis, marketers at small businesses carry a lot of responsibility […]

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What’s the one surefire way to completely squash your employees’ motivation?

Imprison them in meetings.

Maybe you’ve seen this yourself — you get into the office, hellbent on getting your work done for the day, and then experience the shock of realizing you’re booked in meetings from 10AM to 4PM, solid. Well, there goes your productivity.

The worst offender of all is the dreaded status meeting, or check-in meeting. Interestingly enough, a recent Harris poll (sponsored by online collaboration company Clarizen) indicates that employees spend an average of 4.5 hours a week in status meetings, and 4.6 hours preparing for them. In fact, 60% […]

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90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86% said buying decisions were influenced by negative online reviews. (Dimensional Research)

The above statistic demonstrates how much of an effect a customer testimonial or online review can have — in both a positive and negative direction. The reality is that customers will find reviews for your product or service whether you want them to or not, so why not take the reigns when it comes to case studies and reviews by incorporating them into your marketing? This gives you ultimate control over the […]

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What is the one thing that should tie together every piece of content you create? Brand messaging.

Now don’t get me wrong — every piece of content you create does not have to have the same exact message on the surface. Brand messaging refers to the underlying value proposition conveyed and language used in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product. Here are a few examples of brand messaging you may recognize, in the form of slogans:

Nike: Just do it.
Salesforce: No Software.
Subway: […]

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