Boost Your Marketing Performance with Funnel Focus

Emily Mayfield

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Top Stories by Emily Mayfield

One of the benefits of taking a vacation is that it can provide you with perspective.  When we’re up to our necks in building a business, it’s difficult to recognize opportunities to further engage with your customers.  Getting away allows YOU to be the customer and the service you receive might provide insight to what your customers may be experiencing.  Unfortunately, my insight came from a less than optimal customer experience.   After few years away, my wife and I decided to return to a Caribbean resort we’d been to several times before.  In the past, our repeat trips felt  like returning home – we were greeted by name, found special gift baskets in our room, were invited to special events for returning guests, and offered further discounts for returning – but this trip we received none of that treatment, despite stating it was a return trip when we made the res... (more)

In the B2B Funnel, Is There a Clean Sales Handoff?

In the last 10 years, the role of a marketer has drastically changed. Marketing is no longer just about filling the top of the funnel. It’s about supporting the buying process from contact to close and ultimately working with Sales to drive revenue. This paradigm shift between Sales and Marketing is driven by buyer behavior and has left many organizations playing catch up. Contact with a sales rep occurs much later in the buying process, and according to DemandGen Report, 77% of buyers do not follow a traditional buying path. Leads might be passed to Sales based on an action they ... (more)

Now Available: The Lead Nurturing Cookbook – 7 Must-Have Recipes for B2B Marketers

We are pleased to announce the availability of The Lead Nurturing Cookbook, a comprehensive eBook that provides step-by-step guidance in the form of “recipes” for creating proven-effective lead nurturing programs that B2B marketers can use in real-world situations. Our goal in writing The Lead Nurturing Cookbook was to inspire you to put on your chef hat and have a little fun with your marketing automation solution. Packed with more than 15 pages of “how to” ideas that marketers can implement immediately, The Lead Nurturing Cookbook features “recipe” tips from seven industry lead... (more)

Interview: Brian Hansford Shares 5 Tips on Lead Nurturing for the Complex Sale

In the B2B market, long, complex sales cycles come with the territory and can last anywhere from 6 months to 3 years. Therefore, lead nurturing is a critical part of many organizations' sales processes. In the Lead Nurturing Cookbook, we offer a recipe for building long-term lead nurturing processes marketers can implement using their marketing automation platform. Brian Hansford, Founder and CEO of Zephyr 47, an agency that specializes in helping organizations implement and improve their lead management processes, participated as an “Guest Chef” on this recipe offering marketers... (more)

Webinar: 5 Ways to Improve Marketing Performance with the Human Touch

Improving marketing performance is not just about implementing the right technology, it’s also about creating a strategic process to involve people in the process of lead nurturing and qualification. Join us and demand generation company Winn Technology Group on Thursday, July 14th as we reveal 5 ways to integrate the human touch into lead nurturing programs and  improve your marketing performance. In this webinar, you will learn: How to accelerate the buying process through combining the delivery of relevant content with phone conversations What techniques increase your chance... (more)