If you’ve been reading our blog this month, then you’re already familiar with April’s topic of choice: customer-centric marketing. Shar VanBoskirk, Analyst at Forrester Research, sums up the importance of a customer-centric mindset in one quote:

“Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed.”

So why is this customer-centricity so critical to business success? If you guessed that it’s because of your customers’ changing preferences, then you’re right.

Today’s buyers are evolving. They’re connected. They’re social. They’re in-the-know. They do their research, and they know exactly what they want by the time they’re ready to make a [...]

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The modern-day marketing leader’s job description is changing. Just look at the facts:

By 2017, the CMO will Spend More on IT Than the CIO. (Gartner) 

90% of business buyers say when they’re ready to buy, they’ll find you. (DemandGen Report) 

 70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions) 

And the CMO’s role isn’t the only thing that’s changing: so are the traits that today’s marketing leader’s need to possess to be successful. So what are these traits, and what can marketers do to make sure they’re staying [...]

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You know your customers are important. But with so much pressure riding on securing new business — not to mention the differing priorities between your marketing, sales, and customer service teams — it can be hard to ensure that customer retention is always a top priority…for everyone.

A few things to keep in mind: when it comes to continuing their business with your company, your customers are more likely to stick around for the following:

personalized experiences

friendly employees and customer service reps

the chance to work with a brand that has a good reputation

easy-to-access information or help.

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Description: As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but segmentation, healthy activity, and subscriber preference management are vital when building the value of one of your biggest marketing assets.

What determines the life, health, and value of a lead in your databases and what can you do about it? Join Mathew Sweezey, Marketing Evangelist at Pardot, and Scott Armstrong, Co-Founder and Partner at Brainrider for an in-depth look into managing your marketing database and getting better results.

Your [...]

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It’s a fine line in the online marketplace: the line between enjoying a personalized shopping experience and feeling, well, downright stalked. We all love our “Recommendations for you” sections, and the convenience of having exactly what you needed pulled straight to the top of the list — but there’s still something spine-tingling about knowing your every move is being tracked.

So, as a marketer or sales rep, how do you know where to draw this line?

With a powerful tool like marketing automation, sales reps find themselves with a wealth of data and information at their fingertips (who their prospect is, their [...]

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We recently released our Complete Guide to Automated Lead Scoring and Grading, and while it’s important to understand the basics of automated lead management, how it works, and how it can help you, it can still be a little overwhelming when you sit down to build out your own customized scoring and grading model.

Enter, the Scoring and Grading Handbook. Whether you’re just getting started building your blended scoring and grading model or are trying to optimize the processes you currently have in place, the worksheets included can help you get the most out of this powerful feature. You’ll find:

a brief review [...]

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