Monday, Dec. 7 marked the second event of our monthly Pipeline Marketing Playbooks meetup. Kevin Bobowski, of Act-On Software, was the featured guest and offered valuable advice with knowledge he’s gained throughout his career from his start in finance, to his development and rise to the top as VP of Marketing at Act-On.
“What’s in your stack?” Ask that a few years ago and I would assume you were curious what my pancakes are topped with.
We’ve written on this blog the value of MarTech before, but always from a strategic view on how we think about marketing technology. We’ve never really shared what we use.
There are 1876 marketing technologies available to marketers. And that number is growing.
At the basis of every good marketing program is a deep understanding of the target customer. As content marketing as a means for increasing lead count continues to grow, it's important to have an idea of who you are creating the content for. We call this the marketing persona.
When we think of Salesforce, we typically think of it’s main use case, which is pulling together relevant information for sales so they can track and close deals. However, CRMs hold great value for marketers as well.
Nowadays, it takes a little more than word-of-mouth to get a business's name out there. In modern times, it's been estimated that 97% of consumers use the internet to research local businesses, and that means you should be on the internet with them if you want to build your brand! Aside from having a website, which is already more likely to receive traffic just by being there, there are several other things you can do as well to increase the reach of your online presence. Creating and maintaining a Google Plus profile is just one of them. Check out what we mean:
Sales and marketing alignment. It’s one of those catch phrases, a buzzword you hear thrown about liberally in sales organizations.
This is a preview of our latest guide: Multi-touch Attribution for Companies with Sales Teams, which details an overview of multi-touch attribution and incldues primary research.
You’ve invested tons of time, resources, and maybe even a bit of cash making great content to drive leads for your company. You’re smart and want to be able to prove to your boss it’s worth it. Many people just simply measure leads / downloads, however that tells an incomplete picture. If you are running paid media, that’s not terribly actionable on what's driving customers either. So what’s the solution?