Marketing Automation Platforms (MAPs) like Hubspot, Marketo, Pardot and Act-on really do provide unprecedented control over how today’s marketers can execute and measure a digital strategy. More than half of B2B companies (55%) have already adopted marketing automation. Yet, here’s the big problem and another opportunity: Only 21% believe they are using it effectively and […]
B2B Marketing VPs are Not Taking Advantage of Their Investment Into Marketing Automation
in Closed-Loop Inbound Marketing /Marketing Automation Platforms (MAPs) like Hubspot, Marketo, Pardot and Act-on really do provide unprecedented control over how today’s marketers can execute and measure a digital strategy. More than half of B2B companies (55%) have already adopted marketing automation. Yet, here’s the big problem and another opportunity: Only 21% believe they are using it effectively and […]
Why B2B Marketing VPs are Sending Unqualified Leads to Sales, Wasting Their Time
in Closed-Loop Inbound Marketing /Most B2B sales and marketing organizations live or die with their ability to generate qualified leads. The combination of poor strategy, poor buyer insight and poor measurement ultimately leads to horrible results with lead generation. When marketing provides poor quality leads, the relationship between sales and marketing is strained, almost to the point of complete […]
B2B Marketing VPs Need a Better Reporting Structure That Closes the Loop Between Marketing and Revenue
in Closed-Loop Inbound Marketing /According to AdAge, more than half of CMOs feel that a large portion of their marketing budgets are wasted and not delivering the results their business expects. Whether it’s fair or not, you are being held accountable for growth, not just the performance of certain marketing channels like your website. This is why your overall […]
B2B Marketing VPs Need An Effective Underlying Digital Marketing Strategy
in Closed-Loop Inbound Marketing /Most B2B companies are pursuing Inbound Marketing and finding that it’s not bringing in the leads that they had hoped. It’s not that inbound marketing is broken. It’s because they’re not executing it in a cohesive way. What we are seeing far too often out there is that B2B marketers don’t really have an underlying […]
The Five Things You Must Do Before You Buy Any Marketing Automation System
in B2B Marketing Trends, Inbound Marketing /There is a problem in B2B marketing today. Marketers are wasting their precious budgets buying marketing automation systems that they don’t use. A recent study by Ascend2 and Research Partners shows that over 1/3 of the companies that buy marketing automation platforms (MAPs) are not really utilizing them. The problem is not with the tools […]