Get to Your Audience’s Core: Know Their Content Intent
You create a gated white paper. c500 people complete the form to receive the download. The sales team hits the phone. Out of 500 leads, only four were interested in talking to you.
Most people who downloaded the content were never really leads. They didn’t want a call from the sales team. They wanted your content, so they “bought” the content with their phone number or email.
The audience’s intent was informational. Unfortunately, the marketing team viewed the white paper’s purpose as transactional – the misalignment of intent led to disappointing results.
This article from the Content Marketing Institute helps you to understand the intent of your prospects and give them what they want.
Emerging Tech Changes How B2B Marketers Work
In the B2B world managing the buyer journey is increasingly complex given that customer interactions must ultimately drive actions taken with the account as a whole.
This means every action taken by individuals in a company must be connected to the account they belong with. Making this connection is both critical and, at times, elusive. You need the right technologies to inform decisions at each step of the process and across the entire organization.
The past 10 years have seen an explosion of new technologies that have increased efficiency, in this article the CMO review some of their favourites.
How to Transcend Your Business ROI with Email Automation
Email automation is the most transformative advancement in the world of sales and marketing. It triggers an email based on the behaviour and activity of the subscriber, thereby increasing the chances of conversion.
However, many marketers struggle to drive the expected results from email automation despite all the hard work. This article from B2B Marketing helps you to build the perfect emails to push your business to the next level.
Marketers Spend Over £20,000 a Year on Martech Without High Customer Satisfaction
While B2B businesses are spending more and more on marketing technology, many struggle to unlock the potential of solutions they have. This report from B2B Marketing shows that they are not accounting for their current, sizeable bill – instead, they are purchasing more platforms in a bid to patch over issues with their existing tech’s functionality.
The key is understanding and utilising the tech you have and choosing what you need – not just buying the next big thing.
How to Write a Great Script for an Animated Explainer Video
Explainer videos are a fantastic way to provide information to your customers and prospects, the writing the script is not as easy as you may think. Ensuring the video is interesting an engaging without trying to cram too much information into the 1 to 2-minute attention span you have to work with is a difficult balance to strike.
This insightful article from the Content Marketing Association shows you how to write great scripts for animated content whilst avoiding the common pitfalls that companies tend to fall into.
Lead Liaison Sales Technology of the Year Award Finalist
Our Marketing Automation software partners Lead Liaison have been nominated for the Sales Technology of the Year Award at this year’s Sales Innovation Expo held at the Excel London on March 27th and 28th, 2019!