Inbound Marketing Vs Outbound: When Did the World Become Black and White?
I’m often asked, “Should I use an inbound or an outbound strategy?” Inside my own head I always have the same response: “Seriously?! What kind of question is that?” This is then followed by the more rational complete response of, “If the goal is to attract the largest audience to your message, why not both?” […]
Map Your Digital Marketing Playbook to Your Company’s Stage of Growth
During a recent Demand Metric Virtual Summit, Chief Analyst Jerry Rackley interviewed our own Kevin Bobowski, VP of Demand Generation at Act-On Software, on the topic of digital marketing playbooks. Just as you nurture prospects in different ways depending on where they are in the funnel, your own marketing playbook should change as your company […]
Inbound Marketing Methodology: How to Attract More Customers
Read this blog to learn more about inbound marketing methodology and processes you can use to attract more prospects and customers.
The Power of the Quiz in Marketing: 6 Lessons from The New York Times, BuzzFeed, and B2B Marketers
In 2014, digital marketers started hearing a lot about quizzes. Did you take BuzzFeed’s “What City Should You Actually Live In?” quiz when it was hot? As of March 3, 2015, it had racked up 20,738,516 views, and is generally credited with launching the BuzzFeed quiz empire. Or remember this one from the New York Times: […]
Landing Page Fundamentals, Part 3: Landing Page Optimization
In Landing Page Fundamentals part 1, we covered the anatomy of a successful landing page and in part 2 we discussed how to boost conversions on your landing page with great copy and compelling offers. We’ll now conclude this three-part series by showing you how to test and optimize your landing pages. Based on what you […]
Don’t Let Prospects Get Lost: Create a Customer Journey Map
When you embark on a journey, a map is a handy thing to have, whether it’s a Google Map on your smart phone or the old-fashioned road map in your car. The same is true for the buyer’s journey, especially for B2B customers with a long and possibly complicated trip ahead of them. As marketers, […]
Color My World: How Color Affects Conversion Rates
When it comes to online marketing, the rhythm that the experts are beating their drums to is high–quality–content. Countless blog posts, white papers, and infographics have been dedicated to the umpteen Google updates that reward quality content and push low-quality, poorly written, spun content to the bottom of the pile. There is so much focus […]
How PeopleHR Went From Lead Overload to Record-Setting Revenue
Like many other teams in organizations today, Human Resources (HR) is becoming more automated and data-driven. Many companies are turning to software solutions for help streamlining a variety of HR processes – everything from performance management, recruitment, benefits, and document management, to time tracking, training, scheduling. PeopleHR, a software company based in the UK, provides […]
The ROI of Influencer Marketing
What does it mean to be an influencer marketing company? And, furthermore, can the value and impact of influencers be measured? It’s a topic many businesses grapple with as they work to keep up with – and strategically harness – the power and possibility of digital technology. Figuring out how to create and sustain win-win […]
How Multi-Location Call Tracking Boosts Your Marketing ROI
We’re all quick to acknowledge how important our websites are. But how many of us are now saying that our mobile website is even more important? There’s good reason to make that statement: in the U.S. alone we will top 200 million smartphone users by 2017, and we are only recently seeing just how much […]
Video Marketing Works for B2B, Too: Insights from the Software Benchmark Report
Diving into video marketing can be a real challenge for many organizations. Inexpensive video production can make your brand look amateurish, but professional production can be extremely expensive. However, many marketers are overcoming the hurdles as they discover that video can do more than build buzz and gain YouTube followers. That’s because for today’s B2B […]
Lead Scoring Strategies for Agencies: Best Practices
Read our interview with Sam Boush, President of Lead Lizard, to learn more about lead scoring strategies for agencies and how to get the most out of your leads.
I’ll Always Have Paris: My Virtual Vacation with CobbleStay Vacation Rentals
As a marketer, I appreciate every interaction I get to have with clients and customers. That’s because unlike my colleagues on the sales team, I don’t often get the opportunity to meet with them and hear what they have to say. And that’s a shame, because it’s such a valuable way to get insight into […]
Sales & Marketing Alignment: A Pragmatist’s View
The term “sales and marketing alignment” is at the top of today’s Business Buzz Words list, as evidenced by the sheer magnitude written on the topic. (A quick search returns over 22 million results. Modify the term slightly and the results become seemingly infinite.) It’s good news. Most companies are keenly aware that the notorious […]
Customer Lifecycle Marketing: Reporting, Part 2
This series looks at the five sequential stages in the B2B marketing lifecycle, and discusses the key metrics for each that can be used to gain key insights. In Part 1, we covered the first two stages: Attract and Capture. These are typically the stages that garner the most attention, as lead generation remains the […]
Customer Lifecycle Marketing: Reporting, Part 1
In regards to analytics and reporting, B2B marketers tend to focus on early-funnel leads and their conversion. That’s practical; generating enough qualified leads remains the #1 concern for many marketers and their organizations. However, there is much more useful information to be gained through careful reporting and analysis of key metrics at all stages of […]
The Art (and Science) of Forecasting Lead Requirements
The ability for marketers to forecast the number of new leads to be generated is essential for any analytically driven B2B organization. There are two different methodologies to forecast leads, each with its pros and cons. In this post, we will explore both so you can adopt the one that makes the best sense to […]
4 Steps to Better Lead Generation
What’s your single biggest marketing headache? If you answered “lead generation,” welcome to the club; the majority of us marketers are here with you.
An Act-On Conversation: Jay Hidalgo and Atri Chatterjee Talk Demand Generation, Part 2
In a recent Act-On Conversation, Jay Hidalgo and Atri Chatterjee defined demand generation and talked about how personas, sales and marketing alignment, and content marketing are a trifecta for successful demand generation. In Part 1 we talked about demand generation and how the buying process has changed, and we covered “personas” as the first of […]