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Emily Mayfield

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Top Stories by Emily Mayfield

Have you ever noticed that the marketing campaigns produced by some companies all feel like lead generation efforts? The problem with that is that once you’ve given over your information for content, it seems insulting to be asked to repeatedly provide the same data. Lead nurturing should be an evolutionary process designed to build a relationship—not an effort that feels like a continual restart. Lead generation is the act of motivating someone to give their permission for you to contact them. Lead nurturing is based on building a relationship after you gain that permission. Convincing someone to part with their precious contact information to get your content usually means it has to be something considered highly valuable—content meaty enough to indicate a fair exchange from the lead’s perspective. Things like white papers and webinars generally fit the bill. Onc... (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)

Inspiration for Compelling Content Found in the Simplest of Places

Content marketing surrounds almost every aspect of the marketing world. There are countless books, articles, blogs, social media outlets, and websites (like the one I am siting) dedicated to content marketing and why it is an essential tool for B2B and B2C marketers. They define strategies, layout plans, and provide case studies detailing the ever-present need to deliver good content to the right people at the right time. A marketer can find virtually every aspect of content marketing they need to know about in these various outlets except one: the content. Of course, it would b... (more)

A Match Made in the Cloud!

Have you heard our  BIG NEWS? Effective May 31, 2012, Manticore Technology and Sales Engine merged to form a new company that will operate as Sales Engine International! A Manticore partner since 2009, Sales Engine International's managed marketing services engine has combined Manticore's technology platform with their own award-winning creative and campaign execution services to help clients FIND, CONNECT with and ENGAGE prospects. This merger became a natural evolution in our relationship as we saw an opportunity to join forces and combat an emerging problem in the world of de... (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)