Low effort, high return – that’s the dream for most B2B buyers. They want a frictionless buying experience that results in making exactly the right purchase. Deliver ease of use to your customers, and you’ll keep them for life. Real-time marketing automation creates a more responsive interaction with buyers, smoothing the way for the easiest possible buying journey. Here’s why a real-time approach matters to your buyers. Continue reading
How do you connect with a moving target? That’s the essential question sellers and marketers have tried to answer for ages, and only recently has data enhancement started to provide it. You need to know who you’re targeting, where they’re headed, and critically, how quickly they’re moving – all of which data enrichment can help you figure out. Continue reading
It’s a simple equation: The more leads you can move through your sales funnel, the greater your growth. Yet one of the biggest time-wasters when guiding your prospects through that funnel has less to do with leads’ timing than with your own. How much time does your sales team spend going over ground your marketing department could have covered? How often do you spend precious time sending out content that isn’t relevant to leads at their current stage of sales readiness? Continue reading
When is the best time for email marketing to reach leads? Maybe you’ve heard it’s best to send emails out during the small hours of the morning so they’re fresh and ready to read when your prospects wake up. You might have heard it’s good to aim for just before or after lunch when leads have a break in their routines that makes lead gen emails more memorable. Or maybe you’re sure it’s best to send them at the end of the day when you have less inbox competition. Continue reading
The ReachBase Accounting Professionals Mailing List puts you in touch with the most influential money managers – the professionals responsible for their organization’s accounting and bookkeeping, payroll management, tax preparation, budgets, and financial forecasts. Continue reading
From toys to technology to vital medical equipment, rubber and plastics have become indispensable building materials of modern life. Business owners, c-level executives, tire manufacturers, chemical engineers, plant managers, researchers, and other professionals in the plastics industry read the weekly Rubber & Plastics News from Crain Communications to stay informed. Continue reading
With more processing power available and an ever-growing Internet of Things, big data just keeps getting bigger. For marketers, it’s also worth asking if data is getting better – more accurate, more organized, and more accurate in predicting the outcome of marketing efforts. Simply collecting more information isn’t enough to improve data quality; for that, you need database services to put information into context and make it accessible to everyone within your organization. Continue reading
When it comes to market segmentation, where do you draw your lines? Some segments are relatively easy to define based on geographical location, buying history, or lead score. Others are more complex, incorporating behavioral and contextual data to create a nuanced picture of leads. Any way you slice it, getting segmentation right is critical for maintaining relevance. Without placing leads in their appropriate segments, you could leave some of them out of the loop while failing to connect with others for whom your targeted message misses the mark. Continue reading
When was the last time you opened an email because you were completely uninterested in what it had to say? How about searching on Amazon for products you’ll never need or Googling information you can’t use? Probably never, yet B2B businesses who don’t work to remain relevant to their prospects are investing time and energy in lead gen campaigns to entice their audience into doing just that.
Without relevance, your email lead gen strategy can’t gain traction. Here’s how to make sure you remain relevant to the audience you have today.
Baskin-Robbins knows a lot about manufacturing ice cream. They know even more about marketing it; their “31 flavors” promise has kept the brand popular since 1953. That number sticks in customers’ memories, but the actual number of flavors the company has offered is considerably larger – more than 1,300 flavors, in fact.
With so many choices, then, why will you only find a couple dozen at your local parlor? Logistics and changing tastes are only part of the answer. A psychological quirk called analysis paralysis is the rest of the story, and it’s vital to understand it when putting marketing automation to work for you. Continue reading