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Emily Mayfield

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Top Stories by Emily Mayfield

In today’s b2b environment, connecting with buyers over the phone and in one-on-one meetings is becoming increasingly difficult. Sellers may only want a small amount of time, but today's crazy-busy buyers are stingy with it, which is why salespeople need content to support their message and convey their value proposition. Marketers can provide this by developing lead nurturing programs to support the buying process after prospects have begun to interact with salespeople. In our newly released Lead Nurturing Cookbook, we offer a recipe on creating an effective sales-driven lead nurturing program designed for late-phase buyers who have been passed to a sales rep. Tibor Shanto, Principal at Renbor Sales Solutions Inc. and author of award winning book Shift!: Harness The Trigger Events That Turn Prospects Into Customers, participated as an “Expert Chef” on this recipe ... (more)

Why B2B Buyers Are Like ‘The Bachelor’

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 s... (more)

Six Advantages of Progressive Forms for B2B Marketers

In B2B Marketing, gating premium content with forms is the practice for building in-house lead databases. Whether offering a white paper, eBook or Webinar, providing in-depth, expertise content your prospects want badly enough to fill out a form is a common lead generation challenge. But, even after the prospect has filled out one form, the challenge doesn’t end. The prospect must be nurtured and qualified as sales ready before marketers can prove they’ve contributed to demand generation goals. Progressive forms give marketers an edge. Let’s face it, requiring prospects to fill o... (more)

Big Data, the Next Big King?

In an amusing article titled Thank Hillary Clinton (and leave your data too), authors Alexander Burns and Maggie Haberman reveal at what lengths some organizations will go to collect and expand their data. In recent weeks, advocacy organizations have bombarded voters with requests to send Hilary Clinton a virtual thank you card for her position as Secretary of State. Underneath all the sincerity, these “thank you cards” are actually a means of grooming and growing data on target audiences. “The groups ‘thanking’ her this week say there’s nothing insincere about their applause for... (more)

The Yin and Yang of Content and Marketing Automation

Last week, our President, Jeff Erramouspe (@jefferramouspe), sat down with DemandGen Report via Skype to discuss the latest trends surrounding content marketing and marketing automation.  The focus of the discussion revolved around the symbiotic relationship between content and marketing automation . As more and more emphasis is placed on content, it is necessary to have the means to deliver it to a target audience. Jeff explains how having good content without the technology, or vise-versa is useless.  Additionally, Jeff touches on the recent release of Manticore Winter 2102 —th... (more)