Litmus recently released their 2015 State of Email report, and it’s chock-full of useful information about the past year’s advancements in the email industry. From the release of iOS 8 to Gmail’s new grid view for the promotions tab, 2014 proved once again that email is far from dead.

For the B2B marketers wondering which major advancements apply to them, we’ve sorted through the full list and picked out some of the most relevant for you. Take a look at the list below to see what action items may need to be added to your email to-do list (hint: if you have […]

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In 2012, SiriusDecisions predicted that the adoption of marketing automation would increase 50% by 2015 — it’s now 2015, and according to David Raab, the marketing automation industry has shattered that growth year after year.

Why? Because more and more B2B marketers are realizing the benefits of creating a complete marketing and sales ecosystem using marketing automation and their CRM (okay, maybe not quite like the aquatic ecosystem pictured in this post’s header image…).

In today’s B2B organizations, marketing and sales alignment is critical to success, but these two teams will only work well together when they’re pursuing the same goals and […]

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You’ve heard that marketing automation can improve your lead flow process. You’ve probably also heard plenty about features like lead scoring and grading, lead assignment, lead nurturing, and a number of other phrases that incorporate the word “lead.” That’s all fine and dandy — but what does an optimized lead flow process actually look like?

How do you go about implementing a lead management process that puts your sales and marketing departments on the same team, aligned behind common goals and objectives?

Check out our step-by-step guide to developing a lead flow plan of your own — and if you’d like to […]

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I live and breathe marketing automation, so sometimes it can be easy to forget that many people are still uncertain about automation’s capabilities — and whether or not it’s right for their organization. Questions we hear on a normal basis include:

What exactly is marketing automation?
What can I do with it?
How will my organization benefit?

For those of you who are still getting your feet wet with marketing automation, we’ve compiled a quick list of features that any marketing automation tool should be able offer you. Take a look at the list below to get a rundown of the tool’s top features […]

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Yesterday, I stumbled across an article on Fast Company about an app called Charity Miles. If you’ve never heard of it, Charity Miles leverages corporate sponsorships to donate money to causes based on how many miles its users run or bike. Besides suddenly feeling motivated to go exercise for a good cause, the article got me thinking: we see plenty of examples of great cause marketing in the B2C world, but not so much in B2B.

Step into a grocery store or a Target, and chances are high you’ll find an item in the store that includes a charity component, like […]

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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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