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 prioritize who they call on or slot into the next […]
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 have the resource capacity to write another blog post this […]
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 each stage of the buying process and to ensure a […]
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 as part of a comprehensive marketing strategy and are investing […]
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 sales coverage model. Typically, the account lead is focused on […]
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 to more pointed impressions, offers, and messaging that support better […]
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 value your customers are looking for by solving for THEIR […]
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 goodbye to your company or client’s weathered website (probably designed […]
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 you sign-up. You leave and don’t hear back from the […]
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 always get a few ones that make you cringe. For […]
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