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Emily Mayfield

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Top Stories by Emily Mayfield

One of my guilty pleasures is to watch ‘The Bachelor’ on Monday nights with my wife.  While it is true that this show may actually decrease your IQ as you watch it, I firmly believe that you can offset the loss of brain cells by making snarky comments about the participants, thus improving your quick wit and comedic timing.  (Plus, we also watch “Downton Abbey”, which makes you smarter just because it's English.) A few weeks ago, I was preparing for my presentation at the 2nd Annual Content Marketing Retreat in Langley, WA while enjoying my weekly dose of manufactured “reality show” drama.  My presentation started with a brief discussion of the B2B Buyer’s Journey – the path that buyer’s take when going from lead to satisfied (or dissatisfied) customer.  As I switched my attention back and forth between my presentation and the show, I had a shocking revelation: B2B... (more)

Best Practices in Video Content Marketing

Yesterday morning, we were live, ON AIR at Sales Engine Studios! Mike Vannoy, COO of Sales Engine, adjusts the camera from a wide shot to a medium shot. Okay, maybe not “live”, but we were shooting video for a client’s content marketing strategy. Video as a content medium is often overlooked or dismissed because some believe it takes time and special video production expertise to be used successfully. This is false. Armed with an off-the-shelf HD video recorder and a subject ready to talk, any company can reinvent their content marketing stagey with a little video twist. The fol... (more)

Breaking News: Eloqua Acquisition Irrelevant to Mid-market

Why consolidation isn't a cure for the big picture challenges organizations face with sales and marketing technology. As evidenced by Gartner’s recent projection that CMOs will overtake CIOs in terms of IT spending by 2017, marketing technology has become big business, attracting the attention of larger enterprise software providers. Analysts expect the consolidation to continue as companies like IBM, Teradata and others rush to acquire some form of marketing automation to augment their existing solutions. With the entry of big business into this niche space, it may be time to a... (more)

B2B Buyers Looking a Lot Like B2C Consumers

It wasn’t too long ago that marketers thought about B2B buyers solely in relation to the companies they worked for—almost as if they were part of the brick and mortar. The demographics of the company itself were considered the most important intelligence marketers could use to decide whom to market to as well as how to do so. Marketing was all about us finding qualified leads…or so we thought. Roll the calendar forward a few years and we find ourselves confronting a very different reality. The ways in which our potential customers approach buying now looks an awful lot like how ... (more)

Content Creation & Social Media: Jobs for the Entire Company

For many marketers, content and social marketing presents tremendous opportunities, but also some considerable challenges.  We frequently see marketers that get off to a great start, delivering engaging content and participating fully in the social discussion, but run out of steam as they realize that once you start feeding the beast, you can’t slow down.  The best marketers turn to one simple technique to ensure they can keep up with the demands of their audience – leveraging the skills of their entire company. Frequently, marketers do not realize that there is a bounty of amaz... (more)