It’s time to wrap up our mini blog series on understanding the buyer’s journey with the final — and arguably the most exciting — stage of the buyer’s journey: the decision stage.

Over the past few months we’ve covered the awareness stage and the consideration stage: the questions, roadblocks, and content needs that your buyer is experiencing in these stages, and what you, as the marketer, can do to help them and effectively move them on to the next stage.

Now it’s time to talk about how you can help your buyer as they make a final decision and close the deal — […]

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If my last post focused more on moving your own data over to a new infrastructure (i.e. moving into your own place), today’s topic is equivalent to having a significant other move in with you.

Let’s say you’re happily living alone in your marketing automation tool and suddenly your significant other wants to marry you, take your name, and move in. How do you handle the logistics around that?

Step 1. What do we have?

As with my previous post, you’re still going to want to take stock of what the other company has. Do you have two dryers between the two of you? Who really needs two dryers?

Similarly, […]

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When it comes to small businesses and social media, there is a serious disconnect. Take a look at these statistics:

85% of consumers expect businesses to have an active social media presence. (Vocus)
Less than 75% of SMBs use social media. (BIA/Kelsey)
Only 12% of small businesses have a full-time social media manager. (Zoomerang)

We get it, though; when you’re part of a small marketing team, it can be easy to let social media fall to the wayside. Fortunately, it doesn’t have to be that way. Using free tools you’ve already got at your disposal, you can create simple DIY resources to streamline your social strategy. Investing a little time now […]

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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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It’s Monday. You’re still a little dazed from the weekend, you’re starting to get that springtime itch to get out of the office, the caffeine is taking forever to kick in…I get it. How about taking a little break to look at some corny stock photography for a light-hearted marketing lesson?

Sound good? Alright, here comes the lesson part: you spend ages creating valuable and informative marketing content, but how long do you spend choosing an image to accompany your work? As you’re probably aware, visuals can greatly enhance your content — drawing your audience in, commanding attention, and hinting at the […]

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Date: March 26, 2015
Time: 2:00pm EDT / 11:00am PDT

Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

So, what does this process look like, and how can an optimized lead process affect not only the quality of the […]

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According to CMO Council, nearly 80% of B2B marketers aren’t satisfied with their current levels of customer conversions. If you find yourself in this group, we’ve got just the thing for you. We’ve rounded up five of our favorite examples of B2B landing pages. Not only are these landing pages visually appealing, they follow best practices that are proven to boost conversion rates. Before we get to those examples, let’s take a quick look at the major components of a successful landing page.


The most effective forms are usually short and simple. In an A/B test, one company found that reducing […]

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