It's the given constant frustration in every B2B company: Marketing needs to give really good leads to sales so sales can pick up the phone, ask "Wanna buy?" to a resounding "Yes" from the buyer, Right? But the reality is Marketing delivers leads of a variety of types at an equally varied levels of quality to a Sales team that has been given the expectation of converting every single one to sale. It just sounds like it's not going to work. And often, it doesn't. So, Marketin

If you're like most companies, you already have some kind of content marketing strategy, a blog, some whitepapers, social media presence, videos (and more) - all in the name of trying to engage the buyer along their journey. So what should you be doing next? We all know the marketplace has changed. It's not a buyer's world, so what do you need to add to the mix to improve the effectiveness of your content strategy? Here are three things leading edge marketing teams are doing

With so many technologies in place to track a buyers browsing habits, assets downloaded, visits repeated, and follow them literally just about anywhere on the Internet, how does marketing succeed in simply providing personalized content, rather than coming across as just plain creepy? You know - creepy. As in "I know so much about you and I've been watching you for awhile. I watch you when you surf on the Internet. I know your favorite web pages and how you like to visit only

When implementing Marketing Automation, one of the inevitable questions becomes "are we going to use lead scoring?" It's an intrinsic part of leading MA platforms such as Eloqua, Marketo and Pardot. If you're not familiar with it, lead scoring allows you to place value on actions, assets and even frequencies of activity and produce a "score" to define which prospects are engaged and which are not. While I'm a believer in lead scoring, I don't always feel it's the best fit for