Writing a Marketing Automation Requirements Document
October 31st, 2012
Many marketing teams are in the process of building the case for buying and implementing a marketing automation solution, and one of the biggest challenges is articulating your needs in order to secure internal buy-in from IT, the web team, and other stakeholders.
This resource is meant to provide you… Read More
Authored by: Nolin
Posted in: How To Do Better ProgramsProgram Execution
B2B Lead Scoring: Pardot’s 60 Second Lead Review Process
August 14th, 2011
For practical advice and an example of smart B2B lead scoring in action, check out the simple but effective way Pardot reviews their leads in this blog post and and attached presentation deck.… Read More
Authored by: Scott
Posted in: Program Execution
Social Media Marketing Metrics: Track Analyze & Report
August 4th, 2011
Very useful chart from Nate Elliott’s Forrester Blog sharing Forrester’s structured model for social media data. This framework does a great job of breaking down the diagnostic, campaign, and business data you should be tracking and what data you should be reporting to who.… Read More
Authored by: Scott
Posted in: How To Do Better ProgramsProgram Measurement
How to Rebalance B2B Marketing Budgets to Maximize Sales
August 4th, 2011
Typical B2B marketing budgets allocate 60% of their effort to targeting the user and only 10% to the decision maker. Market leaders balance that spending ration more evenly to get more sales faster……
Authored by: Scott
Posted in: How To Do Better ProgramsProgram Planning
B2B Marketing Newsletters: 6 Tips for More Engaging Newsletters
June 26th, 2011
Some B2B marketers have tried to tell me the email newsletter is dead. I tell them they’re doing it wrong. Email newsletters are still a very effective lead nurturing and intelligence gathering tool if used properly. Here are 6 tips for making your email newsletters engaging to your readers. Big… Read More
Authored by: Kelly
Posted in: How To Do Better Programs
2 Critical Questions To Get Started
May 24th, 2011
Before you get started with a B2B social media program (or if you’re already up and running, but feeling a little disoriented), make sure you have a good answer to the following 2 Critical Questions:
Why is the company investing in social media marketing programs?
Which measurable marketing or business… Read More
Authored by: Nolin
Posted in: How To Do Better Programs
