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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)

Build a “Mayan-Worthy” Editorial Calendar

The Mayans are notorious for building one of the most accurate and extensive calendars of all time. Their system used three distinctive calendars to track historical, religious, and astronomical events. The “Long Count” calendar—used for historical events—completed its 13th cycle at the end of December 2012 leading to the well-publicized “end of the world” theories. Far from that view, research tells us the Mayans believe that a calendar—like time—has no beginning or end. The completed 13th cycle of the Long Count is much like our Gregorian calendar reaching its second millenni... (more)

Big Data Paying Off for You?

One of the top pieces of marketing buzz in 2013 has been around how Big Data has transformed the marketing mix. While the use of Big Data in digital marketing has certainly helped us marketers make smarter decisions, some argue that it hasn't transformed much in our ability to guide the buyer’s journey. Are you among those who think Big Data does nothing more than guides marketers on their spending journey? To transform the buying experience in the BtoB space, two main levers in the marketer’s toolbox remain: sales-connected-marketing and content. Today’s post will focus on sale... (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)