It sounds counterintuitive, doesn’t it? How can automation—which, by its very definition, seems impersonal—lead to a more personalized sales process?

But the answer is simple: it’s all in the data. Data provides marketers and sales reps with insight into a buyer’s specific interests, needs, and stage of the sales cycle, allowing them to create a customized, 1:1 buyer experience; automation lets them put this data to use on a scalable level. And this powerful technology doesn’t just make personalization possible (and easy), it also makes it crucial to business success as adoption rates increase and buyers become accustomed to a more tailored sales […]

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60% of the buyer’s journey is complete before a buyer even reaches out to sales. (Corporate Executive Board) 

It’s a stat you’ve probably heard by now, but how often do you stop to think about what it actually means? As a marketer, you’re no longer just responsible for forming a favorable first impression; you’re responsible for a majority of the interactions that a prospect has with your brand.

So how do you ensure that their experience, from capture to close, is a positive one?

77% of business buyers want different content at each stage of the product research process. (Pardot) 

First and foremost, […]

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Have you ever noticed how some companies are able to cultivate an audience of thousands, while other companies struggle to get just a couple of shares on their content? Often, it’s not the content that’s the issue, although that’s where the fingerpointing normally starts. Companies with perfectly crafted and high-quality content may still find that their efforts aren’t paying off. If that’s the case, then the issue may lie elsewhere — namely, in the tactics used to gain an invested, engaged audience.

ExactTarget recently delved into this issue in their Subscribers, Fans, and Followers research series. Specifically, they looked at […]

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Let’s face it: you don’t need to be watching HBO’s acclaimed series Game of Thrones to see a rivalry like the Starks and Lannisters. A similar struggle for power and recognition is happening in the modern office everyday — between sales and marketing.

With different goals, motivations, and tools, aligning your company’s sales and marketing departments can be a daily challenge. With each team staking their claim to different areas of the business process, it can be hard to find any common ground with which to bring them together. However, when sales and marketing work together to generate leads, nurture relationships, and close deals, […]

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Have you been to an amusement park lately? One of those huge monstrosities like Six Flags or DisneyLand? If you’ve ever spent the day at one of these meccas of roller coasters and funnel cakes, you know that these places make kids go nuts. There’s so much to do, so much ground to cover, so much awesomeness to take in — they just don’t know where to begin!

Well, taking your first spin with marketing automation can be just like that. There are so many tools, so many capabilities, and so much information that you may end up feeling scared that […]

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It’s been an eventful week for search engine optimization. With Google now encrypting keyword data, marketing professionals are being forced to adapt their SEO strategies — and quickly. We thought this would be the perfect time to share some recent research from salesforce.com, who interviewed nine of the biggest thought leaders in the SEO industry on where they see marketing heading over the next few years.

From the intersection of SEO and major marketing strategies like social media and content marketing, to the impact of new channels like mobile, the report is filled with interesting takeaways and thought-provoking insights into the role of […]

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Oh no! What do you do?!

You’ve spent hours building your social communities, engaging your fans, identifying leads, and just generally being an awesome web 2.0 marketer, and somebody’s come along and crashed the party by complaining about your company or product. How dare they, right!?

For many marketers, it can be easy to get caught up in the addictive cycle of attention and engagement that surrounds your company’s social media. Even with so much great communication, just one social complainer can ruin your day.

But if this is the case, you’ve lost sight of why your company […]

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We’ve all seen them… lurking on the other end of an email or phone call, waiting to pounce and make your day a little bit harder. That’s right — I’m talking about those scary sales leads that you hope never to come face to face with.

Just as scary as any Halloween ghoul or goblin (sometimes more scary), these leads are experts in bleeding you dry, dragging their feet, and always getting their way. Without the right arsenal and knowledge, you can find yourself face to face with these scary leads as they drain you of your time and resources.

Fortunately, we […]

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