Dear Customer, I Know EXACTLY What You Want (Part 5)

It’s one thing to understand who to target. It’s another to know what to offer them. Putting relevant offers in front of your prospects and customers is one of the holy grails of effective marketing. Done correctly, marketers can expect to see a sizable increase in campaign conversion rates, not to mention an increase in […]

3 Essential Things You Need to Know About B2B Predictive Lead Scoring (Part 3)

Over the last few years there has been a significant rise in the number of B2B sales and marketing organizations moving from traditional MAP and point-based lead scoring to predictive lead scoring. Many of these early adopters are now two or more years into using predictive lead scoring, and a number of common challenges and […]

Recognize When Your Customers are Ready to Buy, Long Before They Ever Tell You (Part 2)

Customer buying or “intent” signals have been around for a long time. With an abundance of online information available to potential buyers, it has become seemingly harder for sellers to know when a buyer is interested in their product – and often they find out too late. Fortunately potential buyers leave behind a number of […]

5 Essential Signals Across the Customer Lifecycle That Every Company Needs (Part 1)

Predictive customer analytics are becoming a must-have for every enterprise sales and marketing organization. Using “big data” to target the right prospects, with the right message, at the right time and place is critical for success. But too often companies settle for a convenient “point solution,” such as lead scoring, that fails to extend predictive […]

10 Ways to Improve Your Web Analytics

Marketing Accountability continues to be a hot topic, particularly in B2B circles. Although Sales & Marketing professionals have talked about the importance of data and measurement for almost twenty years, we continue to see striking oversights in basic implementation, especially as it pertains to websites. In this infographic we highlight some basic website measurement fundamentals […]

Has your Pipeline Caught up with the Transformation to the Cloud? Part 2

In our previous post we discussed the evolution of traditional technology providers into solution companies and the further shift to cloud/SaaS models. This change has massively affected companies’ go-to-market and emphasized the need for continual customer engagement. Sales cycles are becoming 12-month loops versus 3-4 year renewals. The move to an always-on selling model creates […]

15 Recommendations to Improve Website Analytics – Part 3

Welcome back to our third installment of 15 Recommendations to Improve Your Web Analytics. In the last two weeks, we laid out our first six recommendations, and this week we continue on with suggestions seven through nine. By now you should be ready to begin tagging. Here are customized tagging options and plug-ins. Web Tagging […]

15 Recommendations to Improve Website Analytics – Part 2

In last week’s post, we kicked off our 5-part series of 15 Recommendations to Improve Your Web Analytics. Click here to revisit the first post. It outlines our first three recommendations to improve tracking and accurate measurement for your website, or continue reading below for our next three recommendations in the series. Once you’ve set […]

15 Recommendations to Improve Website Analytics – Part 1

Marketing Accountability continues to be a hot topic, particularly in B2B circles. Although Sales & Marketing professionals have talked about the importance of data and measurement for almost twenty years, we continue to see striking oversights in basic implementation, especially as it pertains to websites. This post is the first in a series of five […]

Driving Adoption of Your Lead Scoring Solution

There is no shortage of data on why companies should use lead scoring. More and more B2B organizations are moving to a data driven, often predictive, approach and finding value from it. Some studies suggest that the majority of companies are either using lead scoring or are planning to do so (73%) [1] with more […]