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Leads are the lifeblood of marketing and sales, the raw material every marketer hopes to turn into gold. Just as marketing technologies have revolutionized the business marketplace in recent years, so too has the art of lead management undergone transformation.
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.
Content marketing is here to stay, and so is the timeless cycle of sales and marketing. Yet the strategies for attracting, nurturing and converting leads will doubtlessly evolve along with emerging technologies and new tools. This means that SEO and marketing automation strategies will need to evolve right along with all of it. While some marketers know this, many aren’t sure if they can maximize SEO through marketing automation without sacrificing the quality of their content. The truth is anyone can – but it requires diligence and an intelligent strategy.
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,…
RFP Template for Marketing Automation Consultant Evaluation There has been no shortage of consulting firms popping up to help organizations optimize their marketing automation platforms. While partnering with the right…
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