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. …
Read MoreElevate Your Lead Scoring with the Right Content
Implementing and truly adopting lead scoring can help put companies on the path to more efficient and effective lead management and nurture processes. This ultimately helps drive better conversion rates and financial outcomes. However, it is important that your lead scoring does not stand alone. …
Read MoreIs Your Marketing and Sales Funnel Constipated?
You sense that something is not right. Your marketing performance lately has been a bit bloated. Leads are not flowing on a regular schedule. You—and Sales—are feeling the pain of less lead output. When you are really honest with yourself, this lead blockage has been …
Read MoreDriving 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 …
Read MoreGet in the Community Game: The 13 Key Components You Need, Part 1
Whatever your sport of choice and the format of the game, the general program of a sporting event is the same. Why? Because it works. Generations have attended sporting events in ballparks, stadiums and arenas to watch their favorite teams play. There are a lot …
Read MoreMapping Content to the Buying Cycle
Anticipating the needs of a potential customer has always been one of the cornerstones of effective sales. In the digital age, when we no longer have the luxury of face-to-face contact with our customers, the content we provide is what builds that important connection. Too …
Read MorePersona Mapping Tools and Techniques
Most businesses think they know their customers, but the reality ends up surprising them. Persona mapping is the process of identifying who your clients are and how they make decisions and applying this information to the development of more effective marketing strategies. While very few …
Read MoreContent Marketing Strategies for Today’s Businesses
“Content marketing” is one of those buzzwords that sounds simple enough in theory but is rarely executed well. Roughly, it refers to the practice of promoting your brand through blog posts, infographics and other resources that position you as an expert in your field. While …
Read MoreLead Scoring: Everybody’s Doing It… But You May Need an Upgrade
Is everybody doing lead scoring? In some way, yes. Some are using predictive analytics. Others are using a business rule- or points-based approach, often leveraging the built-in functionality in their marketing automation tool. Others still are simply drawing on intuition and experience to score and …
Read More3 Ways to Leverage Content Curation in Your Content Marketing Strategy
Thought leadership is often a cornerstone of sales enablement content, explaining why so many companies stress their digital platforms, social media presence, and other publications as such a high priority. There are times, however, when a case of writer’s block will hit. Maybe you don’t …
Read More3 Steps to Optimizing Your Content Marketing Strategy for Search
In 2014, content ruled the marketing world. Every company (MarketBridge included) raced to write engaging and cutting-edge articles, whitepapers, how-to guides, and blog posts. Each was designed to position the company as a thought leader, with just the right information to massage potential customers through …
Read MoreWays to Succeed At Content Marketing: 6 Key Takeaways
Is your company on board with content marketing in theory but not in practice? Is your company using content marketing but still not seeing the results you hoped for? Content marketing is no longer a secret weapon. More and more companies are realizing its weight …
Read MoreHey, Sales Managers: How Do You Effectively Manage 200+ Target Accounts?
You don’t. At least not the way you are doing it today. It’s frustrating. Although, it is not from a lack of trying. I have seen the better sales teams form pyramid structures with layers of prioritization based on some sort of customer scoring and …
Read MoreTargeted Marketing – To Infinity and Beyond
On a fairly regular basis, I hear marketers lament the challenge of finding more profitable customers. Ultimately, this boils down to a lot of different decisions, but core to finding more profitable customers is better targeting. Targeting allows marketers to shift from broad reach impressions …
Read MoreHow Marketing Automation Can Help You Better Engage with Customers
Buyer Journeys, Lead Generation and Nurturing, Marketing Operations
As a seasoned marketer, one of your daily challenges likely involves better understanding your customers. You know it has never been more crucial to do so, because the only way you can generate demand for your products or services is if you truly offer the …
Read More5 Website Analyses You Must Conduct Before Your Next Website Redesign
The time has come for your website redesign. You and your team have been dreaming of this moment for months, even years now. So, let’s roll up our sleeves, toss the old site aside and get the creative juices flowing. But wait! Before you say …
Read MoreUses for Marketing Automation, Aside from Lead Nurturing & Scoring
Customer Retention, Marketing Operations
Let’s do a little exercise. Scenario 1: You receive an invitation to join a loyalty program at Store A, where you have shopped once or twice before. You are notified that you get 10% off of your purchase if you join the rewards program, therefore …
Read MoreTwo Questions Every Executive is Asking This Morning….
I used to run sales training sessions for direct B2B-focused sales teams. A portion of the session always focused on great questions sales people should ask their prospects. However, when you run a working session and ask the sales people what questions they use, you …
Read MoreHelp Sales Close Deals Faster with Predictive Analytics
Want to help your sales team close more deals this quarter? Predictive analytics can give you results in a week or two. I have been working directly with sales leaders for over six years and one of my favorite things is the look of surprise …
Read More5 Steps to Building a Successful Nurture Engine
Nurture campaigns have recently sparked the interest of marketers. They are now paying close attention to trending engagement tactics that result in higher conversion rates. That being said, it’s not easy to launch a nurture campaign. A best practice would suggest to run a pilot …
Read MoreTimes They Are A-Changin’… Especially for Retailers.
Every 20 to 30 years Retail goes through a seismic change that transforms the way in which we engage and service our customers. There was the shift away from the 1-on-1, highly consultative sales in the early 60s to the world of big-box and multi-category …
Read MoreGet Personal: 5 Steps to Clienteling Success
This happened to me. While driving home from work, I realized I had nothing for my wife’s birthday the next day. I stopped at her favorite store hoping to walk out with an acceptable present. My hopes were not high. A pleasant sales associate greeted …
Read MoreGrowing Your Marketing Math: 3 Places to Invest Incremental Marketing Analytics Budget
Marketing Analytics, Marketing ROI
Marketing spend is on the upswing as the economic outlook and other key metrics trend up. One interesting statistic in the latest CMO survey, which indicates that marketers expect to spend more on marketing analytics. Current analytic spend is 7.1% of total marketing budgets and …
Read MoreContent for Every Stage of the Journey
Content Marketing was the biggest buzz-term in Marketing in 2013 and by the looks of it 2014 is no different. However, whereas as in 2013 organizations were primarily focused on creating an array of content, in 2014 they need to focus their efforts on creating …
Read MoreHey B2B Marketers; Sales Doesn’t Care About Conversion Rates
I was recently at a lunch forum with over 20 sales and marketing executives from a variety of industries and the topic of connecting marketing and sales came up. So did the interest level. The lunch event was over-capacity and included a great cross section …
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