Account-based marketing, also known as ABM, is a strategy to target the individuals who will buy your products. It takes into account that most B2B buying decisions are not made by a single person, but rather by a collective group of people. This post explains the difference between IP-targeting and cookie targeting, and how to choose what’s best for your firm.
If you’re doing content marketing right, you’re creating lots of relevant, quality content in the form of blog posts. And hopefully, a healthy percentage are evergreen, compounding posts that are building SEO traffic over time. While you’re doing everything you can to bring your posts greater visibility, it only makes sense to find as many ways as possible to capture leads from those visitors. Here are three often missed opportunities for forms and customer interaction to help you do just that.
The potential synergy between account-based marketing programs and content marketing offers enough potential to make any informed, savvy marketer excited, but many find the details of implementation a hurdle too high to overcome. One of the trickiest considerations when taking this opportunity in hand is content deployment; poorly handled, it can render the entire endeavor pointless, no matter how perfectly other aspects of execution are completed. To successfully and consistently deploy content within your account-based marketing program, we advise you to take the following steps.
Is your content marketing strategy plagued with glitches and slowdowns? Is there mutiny in the ranks that threatens to derail it altogether? Sometimes you have to re-think how your team works together to produce and distribute your content. This includes not just planning and production, but the way the entire process flows. Getting rid of communication bottlenecks and establishing a clearer workflow can increase the effectiveness (and shelf life) of your marketing pieces. Here are six tips for putting together a winning team that works cohesively to plan, create and share business content.
You cannot expect results from content marketing overnight. But what is reasonable? In this article you’ll find some guidelines against which you can gauge your success and some tips on how to speed up your results.
One of the biggest causes of sales friction is anxiety. Landing page conversions suffer from this same affliction, but you can’t be there in person to put your visitors at ease. However, there are many things you can do to reassure your visitors that they are in good hands. I explore some of these secrets and give you some tips to give your next landing page design the edge.
With AdWords Conversion Import for Salesforce®, you can automatically count AdWords conversions for any of the lead statuses and opportunity stages (called “milestones”) that you’re already tracking in Salesforce. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. This post explains how the Salesforce-AdWords integration works and how to get started.
Webinars have seen a surge in popularity in recent years with all the savviest B2B marketers—why? Because they excel at high quality lead generation. Simple to produce, the ROI on webinars exceeds most common forms of content. Here’s what you stand to gain by utilizing them well:
As a technology marketer targeting CIOs, you’re likely aware that roadblocks stand in the way of communicating with them. Despite the challenge, your sales and leadership team continually ask you to produce qualified leads. Naturally, you wonder, “How can I break through the protective barriers around CIOs to promote our solution?”
Here’s some food for thought.
The recruitment efforts at higher education institutions are naturally and rightfully following the trends and best practices generally acknowledged by marketing and sales specialists across a wide assortment of various fields. Strategic hybrids of methodology and technology have inspired an uptick in the extent to which recruitment professionals in higher education are using marketing automation and customer resource management tools to bolster enrollment.
The various best practices that are showing themselves to be productive and beneficial from a recruitment perspective are many and diverse.