Lead quality has long been a point of contention between marketing and sales. What if you could turn that contention into contentment? How? By integrating a marketing automation platform. One of the reasons that our sales team loves using marketing automation is because of its lead qualification capabilities. Lead scoring and lead grading are two…
This post was originally published on the Salesforce blog by Polly Sumner as part of our Leading Through Change series. My job is to ensure every customer gets the most value out of Salesforce, but my passion is establishing and building trust. As the Chief Adoption Officer, I spend more than half my time meeting with customers all around the world….
This post was originally published on the Salesforce blog by Heidi Robbins as part of our Leading Through Change series. Whether it’s a global issue like COVID-19 or a local emergency, businesses must have a crisis communication plan in place for their customers. This goes beyond minor adjustments to marketing messages. The plan must extend…
Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term. A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM),…
For marketers in any industry, creating new content can be daunting. No matter how much content you’ve written and designed in the past, it can be hard to know where your next piece should begin. The key thing to remember is that all great marketing content is as strategic as it is creative. That’s why…
The Salesforce team is excited to announce that we have been recognized as a January 2020 Gartner Peer Insights Customers’ Choice for Lead Management. According to Gartner, “The Gartner Peer Insights Customers’ Choice is a recognition of vendors in this market by verified end-user professionals.” To ensure fair evaluation, Gartner maintains rigorous criteria for recognizing…
In most businesses, time equals money. This adage is especially true when it comes to marketing a B2B brand. Time wasted on administrative tasks or manual intervention is time that could instead be spent connecting with customers and creating value for your prospects. As a B2B marketing professional, you already understand how important customer relationships are,…
Thanks to the power of data, we know more about customers than ever before — and customers know it, too. Their expectations are higher than ever, and they expect brands to use data to deliver great personalized experiences. Customers want all brand communications to be tailored to their specific interests, needs, and preferences. With the power…