A Scientific Approach to Hitting Your Lead Gen Goals With Content

| May 25, 2017

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If you need help determining what your leads goal should be, check out this traffic and leads calculator. It'll help you develop a lead gen goal based on your company's revenue goals.Once you've figured out your lead gen goal, set up a dashboard for yourself so you can keep track of your progress. If you start to dip below your waterfall, you know you've got some re-evaluating to do on whether you're hitting the right publishing volume, or whether you've got the right balance of topics.This kind of real-time reporting is critical for agile marketers to remain  well agile.

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Spotlight

Folloze

Folloze is a provider of an innovative enterprise Account Based Marketing (ABM) Sales Platform, which enables B2B sales teams to use marketing techniques to engage, develop and win their top target accounts. Built for scale, the platform allows Marketing to empower Sales to deliver account-specific content campaigns, content automation, actionable account analytics and more, all from within their familiar sales tools. These capabilities dramatically increase sales pipeline.

OTHER ARTICLES

The decline of attribution and rise of intent: Measuring marketing’s value in a complex sale

Article | March 3, 2020

A recurring theme in our Breakthrough CMO Breakfast series with 6sense has been the move away from lead capture (which we could argue is a vanity metric for complex B2B sales cycles) and towards prioritizing prospect engagement and experiences. Especially when you’re managing a complex and long sales cycle, let’s not pretend that the white paper download generated the seven-figure deal. Let’s not pretend that the badge scan at a trade show six years ago “drove the opportunity.” So if we’re moving away from leads and towards experiences as the coin of the realm for B2B marketers, the value of attribution weakens as well.q

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The Grizzly Bear Strategy: How to Align Your Demand Marketing and ABM Programs

Article | March 20, 2020

Some B2B marketers tell me they think account-based marketing (ABM) will eventually replace demand marketing. Some think ABM is just a new buzzword for the data-driven demand marketing they have always practiced. Others tell me that demand marketing and ABM are completely different strategies that should exist on their own within a company. To me, all of these different viewpoints are rooted in the fact that the B2B marketing ecosystem is in a state of rapid evolution and innovation and that’s fantastic for those of us in the B2B marketing profession!

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Understanding The Science Behind Account Selection For Account-Based Marketing

Article | February 24, 2020

Account-Based Marketing (ABM) is becoming the strongest chapter in B2B marketing. The positive connection between ABM activity and revenue results has been acknowledged by global research firms, marketers and organizations. However, ABM can produce the right results only when marketers invest energy and resources in selecting the right accounts. Account selection from the identification of target accounts to the discovery of individual contacts is the first and the most vital step of implementing ABM, making it one of the biggest pillars of a successful ABM program.

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5 Steps for Succeeding in Account-Based Marketing

Article | February 10, 2020

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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Spotlight

Folloze

Folloze is a provider of an innovative enterprise Account Based Marketing (ABM) Sales Platform, which enables B2B sales teams to use marketing techniques to engage, develop and win their top target accounts. Built for scale, the platform allows Marketing to empower Sales to deliver account-specific content campaigns, content automation, actionable account analytics and more, all from within their familiar sales tools. These capabilities dramatically increase sales pipeline.

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