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Building a Plan for Marketing Automation Success

Building a Plan for Marketing Automation Success

Marketing automation isn’t a silver bullet. You can’t just buy a tool, turn it on and think that customers will start falling off the trees. Unfortunately, that’s exactly how many marketing automation vendors are selling these solution and as a result, many first time implementations stagnate and fail to achieve results before throwing in the towel.…
Building a Marketing Campaign that Addresses Your Audience’s Needs.

Building a Marketing Campaign that Addresses Your Audience’s Needs.

When you’re developing a marketing campaign, what you know about your target audience is critical to understanding the scope of the program. Your goal should be building a marketing campaign that addresses your audience’s needs. If you’re starting from scratch and entering a new market, you’ll spend a lot more time simply identifying the right companies and then drilling down to find who are the correct decision makers (i.e.…
Building an Effective Marketing Database

Building an Effective Marketing Database

Your database is a critical component to the success of your sales programs. It’s the measuring stick for marketing performance and a barometer of the health of your sales funnel. Unfortunately, building an effective marketing database isn’t as easy as combining a bunch of lists together. It takes a strategy for understanding what the data means, how you’re going to collect it and most importantly, how you’re going to update it on a regular basis to maintain its quality.…
Prioritizing Your Lead Generation Programs

Prioritizing Your Lead Generation Programs

Marketing professionals are inundated with advice on how to invest their budgets to generate leads. Unfortunately, few of the people giving this advice have any knowledge of your marketing processes, what you’ve done in the past, or a clear understanding of how you define a quality, sales ready lead. Prioritizing your lead generation programs; therefore, is largely an internal process and should not be influenced by a seemingly “great opportunity” that is only available for a limited time.…
A Better Measurement Than Email Open and Click Rates

A Better Measurement Than Email Open and Click Rates

Earlier this month, Salesforce.com released its ExactTarget Marketing Cloud 2014 State of Marketing study that polled over 2,600 mid to senior level marketing managers. The goal of the report was to identify priorities for marketers in 2014. The results (shown below) illustrate that marketing professionals are still tied to decade old metrics when it comes to their email marketing programs (i.e.…