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Marketing

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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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30 Jun
2016

Posted by
Chris Monaco

Managing Your Brand as an Asset: A TSAM Highlight

Just as AUM can be affected by external factors and internal decisions, so too can an asset management firm’s brand, and in today’s faster-than-immediate client feedback loop, reactions can impact value before a firm has a chance to pivot. To continue the topical arch started earlier this month, this post will explore how the value…

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23 Jun
2016

Posted by
Alyssa Drury

Dispelling the Confusion Surrounding Marketing Content Technology

Sales and marketing technology has skyrocketed in the past few years—in terms of hype, industry and investment. The historic successes of CRM and MAP solutions, for example, have opened the doors for hundreds of other sales and marketing tools to help organizations operate more efficiently and effectively. But the proliferation of tools has made it…

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1 Jun
2016

Posted by
Chris Monaco

Can Content Marketing Help Asset Managers Build Better Brand Awareness?

A company’s brand recognition is generally only as effective as the manner in which it is conveyed and as strong as the sentiment it evokes; this is applicable for firms in both the B2C and B2B spaces, including asset management. For example, A recent FundFire survey asked respondents to match eight slogans with their respective…

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