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A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: * Non-responsive leads can weigh down… Read More
A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?” My response: We typically design nurture programs for inbound leads like content… Read More
An old boss once commented: “75% of marketing is just being in the right place at the right time.” You can quibble with the percentage, but, overall, she had a point. For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to… Read More
Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size. However, relying… Read More
Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages. For others, it’s identifying a target account list. Just us every journey starts with the first step, however, it’s generally a good idea in… Read More
Aligning content offers with stages in the buying cycle is a critical factor in maximizing engagement. Early stage or “top of funnel” content generally speaks to industry trends or best practices because early stage buyers may only just be launching their research, or perhaps not even aware they have an… Read More
Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. One of the areas we recommend consistently to our clients is to do more with the corporate blog. Blogs are historically… Read More