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Last week I attended (and was a presenter at) the Seattle edition of Marketo’s Social Marketing Rockstar Tour, a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. Based on… Read More
In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. And though recent studies suggest that a large chunk of the sales cycle may already be over by the time many prospects talk to a live salesperson, the reality is that inbound sales leads will… Read More
In my last post, I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing: is it strictly essential that every lead nurturing touch include a… Read More
For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing, customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate… Read More
The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template. The growing adoption of marketing… Read More
It’s a measure of just how saturated the Webinar landscape has become when most every email invitation includes a drawing for a free iPad or Kindle Fire or whatever else is the “gadget du jour.” We’ve heard it said that such incentives “can’t hurt,” but that’s not exactly true. iPad… Read More
If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? That was the question contemplated by the marketing team at MobileIron, a leading provider of mobile device management technology. MobileIron’s software solution is a prime enabler… Read More