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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

I've been doing a lot of thinking about how marketers can optimize their lead engagement to deliver more opportunity-prone prospects to their sales departments. A growing number of B2B marketers have marketing automation technology to help them track, score and connect better than ever with their lead database. Discovering who your hottest prospects are and getting them to sales at exactly the right moment is becoming easier. This is a great thing for both quantifying marketing efforts and for generating higher alignment with sales, but what I'm wondering is what happens when the frequency and recency of a lead's engagement stalls? Mostly what I'm seeing is that these leads are rolled into a "general" touch campaign with the intent of keeping your company in the lead's mind so that when something changes, they can re-engage. But, I'm not sure that's the best first r... (more)

Genius is Bringing GURLs to the Social Party

I had the privilege of speaking with the Genius folks today about the GURLTMs and some cool new web analytics features they'll be rolling out this fall. For those of us who've been wondering how the heck to prove ROI is possible with social media, we may have found a way to do just that. Tracking the impact your social participation can make on active pipeline has been a pretty nebulous challenge. But the GURLs change that. GURLs are these super-powered, shortened URLs similar to what you may have seen from services like budURL, bitly, and others. I use budURLs to track many of m... (more)

B2B Website Back Door Optimization

Many of the buyers who visit your company’s website probably originate from a click generated by a search result. Most marketers have done a great job managing from the home page inward. But, how many marketers spend time optimizing from the back of a website to the front? Consider that an interior page can often be the first introduction many of your buyers have to your company. Are you certain of the impression you’re making? Could it be stronger? Stop now and go to a search engine and type in your company name, product, or a keyword and take a look at the search results. Notice... (more)

eBook: The Art of Social Sales

Social Commerce on Ulitzer The Customer Collective has released a new eBook with contributions from some truly insightful sales leaders to help us understand just what "social selling" means in today's marketplace. Although we all know that our buyers have changed, business is moving so swiftly these days that its hard to know just how we need to adapt to keep pace...and keep selling. This eBook shares some great perspectives on what's required...and what's working. As a preview, I decided to pick some of my favorite insights from a few of the featured experts - but this is just... (more)

Email is Still the Sharing Superstar

New Media on Ulitzer Social networking may be all the rage, but when it comes to sharing links, content, pictures and ideas...email remains the star. And not just by a little bit. According to a StrongMail study, "fully 86% of sharing activity related to social programs run on [their] platform in Q3 3009 was done via e-mail. Facebook got only 6% of shares, while another 4% were tweeted." This is a very good reason for B2B marketers to focus on making it easy to assimilate and share your ideas. It's one thing to have a prospect click forward and send on your eNewsletter or a link t... (more)