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Emily Mayfield

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Top Stories by Emily Mayfield

A few months ago in our weekly meeting, I asked my sales team how Marketing could help them communicate with leads already in their pipeline. They answered, “we’d like to be able to select a lead nurturing process based on where the leads are in their buying process. Some leads we speak to are not even really sure what the solution to their pain point is, while others have taken a demo and are in the process comparing us to our competition.” This is a common scenario for many sales teams, especially those selling complex solutions with long buying cycles. To ensure leads do not fall through the cracks, lead nurturing after the sales-handoff is necessary throughout the buying process.  To meet my sales team’s request, I needed to identify the buying phases, determine what information buyers were looking for in each phase, and select or create content for each lead nur... (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)

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)

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)

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)