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Leads are the bloodline of any organization. Without them, the body starts to run cold and revenues dry up. But all too frequently, we hear marketers talk about “the solution.” “It’s simple, we’ll just generate more leads!” Seems logical, right? Well, not so fast! Aggressive lead gen efforts on their own may cause a heart attack! Lead gen, without the proper mechanisms in place to handle those leads, will cost you a lot of money and will often net the same result as having no leads.
In an increasingly fragmented, customer-driven marketplace, blast campaigns are too impersonal to be effective, while broad messaging is often ignored by buyers accustomed to highly tailored approaches, marketers must drill into tightly defined categories to deliver a resonant campaign that hits the mark.
Contrary to popular belief, marketing automation is not a panacea for all that is wrong with your lead generation efforts, and I wish you’d stop treating it that way. Don’t get me wrong, MA is pretty freaking awesome and can totally make your sales and marketing efforts more amazing than ever before. But—and yes, it’s a big but, because I like big buts—it cannot make up for bad strategy and poor execution.
Say I gave you a giant bag of delicious cookies. But 75% of them were bad—maybe stale, or made with salt instead of sugar. What if I told you I’d give you a bag of cookies every month, but with the same issue where only a quarter of them are edible? Doesn’t seem worth it after a while, does it?
It’s important to understand the factors that determine whether it’s better to create custom content in-house or seek third-party assistance. This whitepaper offers several guideposts to knowing when it’s best to buy content, and when it’s better to build it internally.
More and more companies are adopting marketing automation, attracted by the ever-expanding variety of capabilities. The latest technologies provide features that read like a marketer’s wish list, including email marketing, social media tracking, prospect nurturing and marketing analytics, to name a few. There’s no doubt that, wielded effectively, marketing automation can improve your data health, suggest new SEO strategies, and…
One of the great things we all love about marketing automation is that it allows the sales team to really focus its efforts. But this can also be somewhat of a wolf in sheep’s clothing. From day one, salespeople are taught that a sale is, first and foremost, a numbers game. In order to succeed, a salesperson must have access…
It’s an old clichè but true: you manage what you measure. One implication is that when a business changes, measures should change as well. Few businesses have ever changed as rapidly as B2B marketing is changing right now. So it’s no wonder that many B2B marketers are asking themselves what they should measure and not finding a clear answer.
Find out how LeadMD clients stack up against other marketers as well as other Marketo users. Marketing Automation is a NEW platform and having the tried and tested best practice driven strategy from the beginning makes all the difference. The proof is in the pudding!
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