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Marketing Plan

Integrated MarketingMarketing AutomationMarketing PlanMarketing Tactics

What’s All the Hype About Predictive Analytics?

  By now, most business owners are aware of sales and marketing automation software and how they can streamline the customer acquisition process. However, there's still a major chasm between the two. Bridging that gap has long proved difficult, but that's all supposed to change thanks to an emerging new technology: predictive analytics. Chances are that you've at least heard predictive analytics, it seems to be the latest marketing buzzword these days!  Can it make a difference for your business? The technology is still evolving, but odds are that it can provide insight into your customers' behavior. (more…)
Shannon Prager
September 3, 2015
Funnel MarketingMarketing PlanMarketing PlanningRamblings

3 KPIs Sales and Marketing Should Track Together

  Guest Blogger Contribution by Peter Gracey, CEO of QuotaFactory For salespeople, the end of each quarter can be a stressful time unless the dominoes are falling in your company’s favor and your sales team is crushing it. Regardless, we can all agree that the pressure to hit quota is real, and the toll it can take on a salesperson can be substantial.   A small dose of healthy stress can work in your favor, but too much can derail even the toughest salesperson. It’s important that salespeople figure out ways to better understand their own performance to make changes that will…
Shannon Prager
September 1, 2015
Buyer PersonasFunnel MarketingMarketing AutomationMarketing Plan

Widen Top of Funnel Marketing and Generate More MQLs

  Guest Blogger Contribution by Brain P. Hession, President and Founder of Oceanos As marketers, we are in constant pursuit of an increase in the number of marketing qualified leads (MQLs). We understand that it starts with a strong top of funnel. The programs we initiate need to produce leads from an audience that can be nurtured into a pool of viable MQLs. If not, conversion rates suffer and, more importantly, we waste resources on misguided opportunities. In response, we have embraced account-based marketing (ABM) as a means to ensure investments are aligned to the optimal audience. (more…)
Shannon Prager
August 18, 2015
Demand GenerationMarketing PlanMarketing PlanningMarketing Tactics

Stop creating a marketing “plan” with a bunch of unconnected marketing “tactics”

  Our 3-Phase Approach to Planning a Successful Marketing Campaign   Most B2B marketers approach the marketing planning process based on arbitrary "marketing budget" numbers set by management. With that arbitrary number as a starting point, the marketing department then allocates a certain percentage of that number to each marketing team or role. In such a scenario, the event planning department might get 25% of the pie, the web development section another 25%, with advertising and PR sharing the rest of the budget. (more…)
Shannon Prager
July 9, 2015
Demand GenerationMarketing AutomationMarketing PlanMarketing Planning

CRM: The engine that drives marketing and sales teams

  Managing prospect and customer relationships can be a huge challenge for many B2B companies. I see it time and time again, the bigger the company and the more people touching the CRM system, the more challenging governance of that system becomes.  It's really quite simple though.  If this is the tool that glues so many departments together, it's worth the investment in people, processes and SLAs to govern it to ensure it's a source of truth for your company. (more…)
Shannon Prager
June 4, 2015