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5 Ways to Grow Your Business with
“The purpose of business is to create and keep a customer,” said writer and management consultant Peter F. Drucker. And today, thanks to technology, we have more tools than ever to help us with lead generation, conversion and customer retention. One of these tools is Salesforce, the highly popular customer relationship management application. There are many ways you can use Salesforce to automate routine aspects of your business, enable collaboration, and make associates more productive. By doing so, you empower employees to focus on areas that make the best use of their skills, such as reaching out to prospects and customers with a human touch at just the right moment. Here are just a few ways to use Salesforce to free up your associates to do what they do best.
Creating Personas for an Awesome B2B Content Marketing Strategy
Are you guessing or do you know how your prospects make buying decisions? If you don’t know, don’t guess. Why? Because when you make assumptions about how your target audience makes decisions, you give up the opportunity to develop a B2B marketing strategy that gives your business a competitive advantage. You need to create buyer personas that describe your prospects’ buying cycle, the questions they ask and the reasons why they decide to buy. When you have a buyer persona, it’s like going to MapQuest®, typing the “to” and “from” addresses, and getting detailed instructions on how to get from “creating awareness” to “sales.”

Are You Sabotaging the Magic of Marketing Automation?

Written by Jeff Kalter Friday, 31 January 2014 12:07
Are You Sabotaging the Magic of Marketing Automation?
It’s only natural for marketers involved in business-to-business lead generation to be attracted to the lure of marketing automation. It’s easy to be mesmerized by software, such as Act-On, HubSpot, Marketo and Eloqua, that tracks how Web visitors find your website, the pages they look at, the path they take from one page to the next, where they spend the most time, and what content they download. All of this creates a myriad of data points that marketing can use to optimize the website, attract more traffic, and provide more of the content that Web visitors love. It doesn’t stop there. The software captures leads and sends emails to Web visitors based on the content they download. And it collects all the juicy tidbits marketers love to know about the leads and clients in a database.
It’s January—Do You Know What’s in Your Sales Funnel?
Your goals for new customer acquisition in 2014 are set. You want to get off to a running start and achieve them. Your first stop should be to check out what's in your sales funnel. Find the Facts in the Funnel A sales funnel report should enable you to answer the following questions: How many untapped leads are stalled in the funnel—not ready to buy or not yet qualified? How many qualified customer acquisition opportunities are ready to emerge in the next month? What's the potential value of these emerging opportunities? What's our average conversion rate? Are there any areas in the funnel where leads tend to get stuck and not convert to the next stage? For example, are lead conversion rates from leads to demonstrations meeting your objectives? How long is your sales cycle? Based on history, is your sales funnel growing or shrinking? The answers to these questions…

A Cheat Sheet for Amazing B2B Marketing Automation

Written by Jeff Kalter Friday, 13 December 2013 09:12
A Cheat Sheet for Amazing B2B Marketing Automation
Marketing automation software captivates us with its promise to personalize communication between our business and our prospects. By keeping an eye on the content a prospect engages in, it’s able to serve up the right messages to them at the right time, practically putting lead generation and nurturing programs on autopilot. Marketing automation also empowers marketers to dig into data, understand what’s working and what’s not, and quickly adjust the dials of the marketing automation machine to optimize results. Given this, it’s no wonder marketing automation solutions are selling like chilled lemonade at a mid-summer marathon. The Raab Report reports that revenues for B2B marketing automation systems will grow 50% to reach $750 million in 2013.
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