Full disclosure: I’m a sucker for old movies. Even when the dialogues reach absurd levels of cheesiness and the plot lines are tied up nicely in completely irrational (albeit feel-good) bows, I can’t help watching them over and over again. Furthermore, I’m currently in the middle of a full-on holiday movie binge — yes, perhaps to the point of slightly losing my grasp on reality. The ‘feel-good’ has taken over. You’ve been warned.

But even through my fog of holiday cheer, I’ve started to pick up on some consistent messages throughout these films — ones that are extremely relevant to today’s marketers, particularly in […]

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So, what exactly is an automated lead qualification model, and how can it benefit you?

Despite being one of the most powerful features of marketing automation, the lead scoring and grading model is also one of the most difficult topics to talk about — simply because your ideal scoring and grading model will ultimately depend on your product, industry, and buyer persona. But if you’ve been letting intimidation prevent you from using this impactful tool to its full potential (or from using it at all), it’s time to reconsider.

Lead scoring, or automatically scoring leads based on implicit buying […]

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One of the most important (although often overlooked) aspects in the adoption of marketing automation is the necessity of buy-in from sales. Marketing automation impacts the entire buying cycle; the quickest way to success is through collaborating with your sales team and helping them to see as much value from the platform as you do.

Say you’ve implemented a marketing automation platform (and you’re in love), but your sales team is still resistant to incorporating a new tool into their workflow. Maybe they were opposed to implementing marketing automation from the start, and felt it was uprooting a system that was already working. […]

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A few weeks ago, I plucked up all my courage and faced one of my greatest fears head-on — in the form of a day-long public speaking workshop.

I must say, not my favorite eight hours on record. But after a painfully long day of watching myself on camera making earnest attempts to maintain eye contact in front of a roomful of staring people, I did walk away with some powerful insights on how to connect with your audience. Unsurprisingly, many of these also stood true for connecting with your audience through content, and the day got me thinking about one […]

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Yesterday, I had the pleasure of attending TrackMaven‘s webinar on “Creating Scaleable Content Marketing.” And although there were a number of interesting stats throughout the hour-long presentation, one stat in particular jumped out at me:

Only 9% of B2B marketers believe their organization’s use of content marketing is very effective.

As someone who’s very well aware of how much time and effort goes into creating a piece of content, this hit home.

Online marketers are constantly engaged in an ‘attention war’ (as noted by Allen Gannett, presenter of the webinar and founder of TrackMaven). Consumers are hit with a barrage of advertising and content […]

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What metrics do you use to measure the success of your marketing?

You may be aware of the term ‘vanity metrics,’ or numbers that don’t represent true value for your business’ bottom line, but do you really know which metrics are ‘vanity’ and which are more meaningful? As I recently heard it (aptly) put by Nolin LeChasseur of Brainrider, “vanity metrics just show that marketing is busy;” what you’re looking for are metrics to communicate that marketing contributes value to a business’ bottom line. Let’s break down the difference:

Vanity Metrics Aren’t Inherently Bad…

It’s not that you shouldn’t pay any attention to vanity […]

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When was the last time you thought about your strategy for your company newsletter?

Sure, it’s not exactly a flashy new concept in email marketing. But your newsletter is still one of the best ways to keep your customers and fans informed and up to date. And there are a lot of ways in which you can make sure your newsletter is an effective and impressive representation of your brand—particularly if you’re a marketing automation user. Let’s take a look.

Step 1: Build Your List

Send your company newsletters as list emails; anyone who subscribes to your newsletter should be placed on a list specifically for that […]

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Marketing automation can be used in a wide variety of ways to accomplish an even wider variety of goals, from improving the quality of leads to streamlining your marketing and sales processes (read more about the marketing-sales alignment that results from CRM + automation integration in last month’s wrap-up post). But regardless of your specific goals and features of interest, most automation users share a common priority: using automation to understand campaign success and marketing’s contribution to bottom line — or simply put, ROI.

77% of CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is […]

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