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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A strong lead management process requires B2B marketing professionals to respond to each prospect within the buying cycle. However, as your business grows, understanding and responding relevantly to a buyer’s interest is almost impossible to do manually. To ensure that your marketing efforts are targeting customers and prospects with the right messages at the right time, integrating a marketing automation platform into your website is key.

As more and more companies are looking to adopt automation to manage their leads and prospects, they are quickly realizing there is more to making the move to automation than just a technology purchase.

For many […]

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Love Is in the Email

Skyler Holobach —  February 13, 2015

Ah, February. The time when stores inevitably go all-out for Valentine’s day, celebrating relationships with pink hearts and saccharine sweet greeting cards. Naturally, this got me thinking about marketing relationships (#nerdalert), which leads me to today’s post!

Phase 1: The Crush

Let’s start with the initial crush you have on someone. You get butterflies in your stomach when you see them come through your marketing forms. Excited that they’ve shown some interest in you, you email them. Okay — no opens or clicks, that’s fine. Send another email. Send another email. Send…another email? Surely they’ll come around and like you back, won’t they?

Have […]

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I have a riddle for you.

Q: How are the majority of social media posts like my love life?
A: They fail to get any engagement.

Ba dum tss.

All self-deprecating jokes aside, the truth is pretty discouraging. SocialFlow recently found that a whopping 95% of organic social media posts get no engagement at all—no likes, favorites, clicks, retweets…nothing. Sure, some of those posts are from personal accounts (“I ate pizza for lunch lol hmu”) and some link to, well, bad content—but plenty include quality content that deserves some attention.

The truth is, you could write a Nobel Prize-worthy article, but it’ll fall flat if […]

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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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