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Marketing

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13 Feb
2017

Posted by
Matt Ellis

Is Your Marketing Content Enabling Sales in Every Stage of Your Buyer’s Journey?

With the increased prevalence of CRM software and Marketing Automation Platforms (73% of companies use a CRM and 49% use a MAP), the barriers between Sales and Marketing should be dissolving. These robust tools aim to improve processes, provide valuable information, and serve as one-stop repositories. So why do these systems – even when they’re…

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1 Feb
2017

Posted by
Kaitlyn Merola

We’re in the Age of the Customer – B2B Marketers Agree

According to Forrester, we are in the age of the customer.  “Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond.”  In the recent Top 20 B2B Marketing Charts of 2016 deck released by MarketingCharts, it’s apparent that B2B marketers share…

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26 Jan
2017

Posted by
Blake Grubbs

5 Reasons Why Marketing is Letting Sales Down

Marketing as a discipline has undergone a dramatic transformation over the past 20 years. Twenty years ago, marketers were tasked with generating brand awareness without much of a way to measure its impact or prove its value.  Ten years ago, marketing entered the Lead Gen era: marketing began leveraging content marketing and an assortment of…

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8 Dec
2016

Posted by
Alyssa Drury

You’ve Read The Forrester Wave ™: Sales Enablement Automation Systems, Q4 2016 – Now What?

Sales enablement automation, digital asset management for sales, content automation, sales asset management. Whatever your preferred term for sales enablement is, there’s no doubting its importance to sales productivity and its current relevance in the B2B technology market. Earlier this week, Forrester released The Forrester Wave™: Sales Enablement Automation Systems, Q4 2016, its first assessment…

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10 Nov
2016

Posted by
Alyssa Drury

4 Major Challenges of Proposal and RFP Generation

Proposals are usually requested during the final stages of the sales process. All of the effort a salesperson has put into building awareness, rapport and trust with a buyer has paid off, and it has culminated with the opportunity to submit a written offer. Regardless of whether this offer is a simple proposal or an…

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29 Sep
2016

Posted by
Alyssa Drury

5 Lessons on Marketing’s Role in Sales Enablement

One of the major reasons sales enablement is so challenging is due to interdepartmental misalignment and a lack of ownership for enablement initiatives. Marketing plays an integral role in sales enablement, but it is often thought of as a sales responsibility, causing tension between the two departments when marketing starts to get involved in sales activities…

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28 Sep
2016

Posted by
Alyssa Drury

Content Marketing 2016: The Good, the Bad, and the Ugly

Content has been a major topic of discussion in 2016. Buyers are expecting high quality, helpful content at every stage of the decision-making process, and salespeople are starting to understand the importance of sharing the right content with buyers at the right time. In effect, enterprise organizations are recognizing that content is either empowering or…

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23 Aug
2016

Posted by
Alyssa Drury

3 Ways Marketing Leaders Can Become More Buyer-obsessed

“The next wave of competitive advantage for B2B companies will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what their customers want.” This quote from Peter O’Neill of Forrester, as well as the research and reports that back it, highlight the massive shift from a sales-driven to a…

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19 Jul
2016

Posted by
Alyssa Drury

How CMOs Reach the Holy Grail of One-to-One Content Personalization

It doesn’t matter if it‘s a birthday cake or a prospecting email, everything is better when it’s personalized. B2C and eCommerce brands long ago realized the importance of personalization, and have capitalized on buyers’ demographics, interests and buying preferences in an effort to tailor their marketing campaigns and advertising efforts. This high level of personalization has…

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12 Jul
2016

Posted by
Alyssa Drury

3 Ways to Align Marketing Goals to the Sales Strategy

Synergy. Collaboration. Interlock. Alignment. These buzzwords are everywhere in the B2B industry these days, and for good reason. Organizations that have mastered alignment, especially between sales and marketing, experience benefits like higher win rates, better customer retention, and increased revenue growth, to name a few. Aligning marketing goals to the organization’s sales strategy has never…

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