Demand Generation

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May 7, 2020

Sales Enablement Playbook: The Strategy and TechStack You Need to Support Your Inside Sales Team

Things have changed. If your tried and true motions were to engage customers via events, in-person meetings and over soup to nuts meals or on the course, you likely no longer have your most reliable tools at your disposal. Now, more than ever, the focus should be on engaging customers digitally, in new ways, and provide even more value to…

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February 3, 2020

Improve Lead Routing Through Sales and Marketing Alignment

Lead routing continues to be a struggle for the majority of B2B organizations. In its State of Lead Management report, LeanData found, “More than 57 percent of respondents expressed doubts that their lead workflow allows them to create an ideal customer experience. In other words, they’re finding it a challenge to make sure the right person at their company is…

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August 30, 2019

Demand Generation Channels | Choose the Best Channels for Your Strategy

Marketing Has Already Changed Technology has exponentially expanded the landscape of ways marketers get in front of prospects. The plethora of demand generation channels is exciting, offering different approaches to not only gain new leads, but also to accelerate pipeline. With all of the possibilities you may find yourself overwhelmed with options. This blog aims to succinctly outline the options…

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August 9, 2019

Map Your Buyer’s Journey: From Demand Generation to Hot Lead

The Buyer’s Journey, Literally Let’s begin our buyer’s journey map with the story of a tangible journey. An accountant, let’s call him, Mr. Accountant, takes the bus to work (because he’s thrifty like that). While on the bus, he scrolls through an accounting subreddit*, where one of his peers asked a question about how to better present company health at…

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August 7, 2019

Cut Through the Noise, Create Better Conversations with Prospects

How Messaging Fits Into Demand Generation Messaging and positioning are elements of marketing strategy as old as the discipline of marketing itself. But, unlike our marketing ancestors, modern marketing technologies now give marketers the ability to create better conversations with prospects in a dynamic and precise way. The old adage of right message, right time, right person has never been…

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July 25, 2019

Demand Generation Framework | A Playbook for Impacting Revenue

Is Demand Generation Right for You? Here’s an assumption: You’re a marketer looking to deliver revenue outcomes for your organization. If that’s true, then you’re likely also weighing where you can have your greatest impact. Is the ABM (account-based marketing) trend for you? Will you have the best results by focusing on customer marketing or maybe partner marketing? Or perhaps,…

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June 20, 2019

Demand Generation Drives Revenue, But Only When Aligned to Corporate KPIs

The Right Demand Generation Mindset With great visibility, comes great responsibility. In marketing, when this power is wielded well, you see marketing teams applauded, like Drift and Dollar Shave Club. When it’s not, you see the short-tenured CMOs, budget cuts mistrust, all of the standard bill-of-fare. After decades of counseling and consoling marketers, we’ve identified an important distinction between great marketing…

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May 20, 2019

Integrated Marketing Campaign Management for Enterprise Companies

Introduction As part of our soon-to-be-released eBook on Best Practices for an Enterprise Marketo Implementation, I was asked to contribute tips on how to run an effective integrated marketing campaign. I’m fortunate to have worked with our enterprise clients (+$1B in annual revenue) crafting marketing campaigns that show results. Now, I’m bringing those insights to you, before the eBook launches,…

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April 1, 2019

Campaign Playbook – A Marketing Playbook Template

Introduction: What is a Marketing Playbook? We hear the word playbook quite a bit in martech these days, from sales playbooks to marketing playbooks to tactic-specific areas like an events playbook or campaign playbook. And while you might have a general idea of what a marketing playbook is, it’s important to begin with definitions. Our CEO, Justin Gray talked about playbooks,…

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Select one of the resource tracks below to dive in head first into critical content at each stage of your journey.

 

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