Any time we look to change the status quo, there will be roadblocks, hurdles, and growing pains. But when it comes to aligning internal organizations in marketing and sales (and customer service), the struggle can pay off hugely. But no organization and no leadership should be looking to make these changes and shift internal processes without looking to how it can be done most effectively and efficiently – that’s a no-brainer. This is why digital transformation is not only critical for successful marketing and sales alignment, but it should in fact be a primary focus – then the alignment will come more easily.
B2B companies across sizes and industries take hours to respond to inbound leads.
How do we know?
We ran our own experiment by filling out demo request forms for 114 leading B2B companies, where each form submission used real credentials and information that aligned with the respective company’s target audience.
Email deliverability is not an exact science, which can be frustrating for senders of all types. You can accidentally end up in the spam folder for any number of reasons, from your email list health to your authentication status, but there are a few tried-and-true tricks that can help you land back in the inbox in no time.
Demand generation is a core component of an evolved lead generation program. The distinction between traditional lead generation and evolved lead generation is that with the latter, leads are qualified before they go to sales. Any leads that aren’t sales-ready are kept with marketing for lead nurturing.
Marketing metrics often go wrong, so what’s the right way to go?
It’s common wisdom that metrics are the foundation of successful marketing. Yet all too often B2B businesses focus only on measuring number of net new leads, a simplistic focus that ignores the growing complexity of the marketer’s scope.
The most recent Marketo white paper, Using Marketing Automation to Increase Your ROI on CRM, describes the key features offered by marketing automation systems as well as the various benefits of CRM systems and Marketing Automation systems can provide to your organization. I thought I would share a summary of the paper and get your ideas as well. Is this what you have experienced?
What is the difference between email marketing and marketing automation? And how do you know if your company is ready to make the switch? These are questions we get asked all of time by both small and large businesses. We all know how powerful and important email marketing is to your marketing toolbox, but implementing marketing automation can dramatically increase the effectiveness of the email marketing strategy you already have in place.
With more people working from home than ever before, in-person events replaced with digital experiences, budgets are being rescoped, and brands are focusing more on serving rather than selling. It’s a time of reflection for many personally and professionally. It’s also an opportunity to pause, take stock, and prepare for the new normal that is quietly emerging.
By now, marketing automation is nothing short of mainstream in the digital era we find ourselves in, but we may only be at the beginning of the revolution. According to Grand View Research, the marketing automation industry could be valued at $7.63 billion(!) by 2025, which means there’s no better time than now to adopt an automation solution in your own practices. Before you do, though, let’s explain what marketing automation is exactly, and the benefits your company can reap from implementing it.