Customer experience powered by marketing automation

Posted by Ash Chandler on 21-Sep-2017 08:30:00

Every company needs to focus on providing the best customer experience possible in today’s increasingly competitive environment. The key is to create an engagement with customers that is consistent, meaningful and useful. If interactions are seamless and personalised across the whole customer journey (from the very first marketing touch point before they even become a customer) you are delivering great customer experience.

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Topics: B2B Marketing Automation, Automated Marketing, B2B CX, CX

Marketing Automation: What is an MQL?

Posted by Ash Chandler on 02-Jun-2017 15:00:00

Firstly, what is an MQL in this world of acronyms and abbreviations? Well, it’s a marketing qualified lead.

This status is used in lifecycle marketing and the defined stages related to the concept of mapping and aligning marketing and sales efforts to different stages of a buyer journey.

A simple lifecycle can be stated as such: anonymous > MCL > MEL > MQL > SQL > SRL > customer

The lifecycle is traditionally linked to the sales funnel stages: Awareness > Consideration > Decision > Sale

An MQL is the final output of all marketing plans, campaigns and activities – it’s the hard-earned leads that have been generated from months and possibly years of marketing effort.

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Topics: B2B Marketing Automation, Marketing Automation, Automated Marketing, marketing automation mql

Qualifying B2B Marketing Automation Leads

Posted by Kenneth Connolly on 02-Dec-2016 15:30:00

Ok, marketing automation is revolutionary, and this goes without saying. Considering our daily reliance on programs like Hubspot, Marketo, and Eloqua, it’s difficult to imagine how we ever got by without these ‘robotic’ helpers. From sending emails, to running reports, our lives have never been easier. And, thanks to features such as lead scoring, human interaction with leads is no longer needed before passing them to sales. Right? Wrong!

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Topics: B2B Marketing Automation, B2B Lead Qualification, b2b marketing automation leads

Are you getting the best from your B2B marketing automation tool?

Posted by Kenneth Connolly on 23-Sep-2016 16:00:00

There are nearly 11 times more companies with marketing automation today than there were in early 2011[i]. And yet, 85% of B2B marketers using a marketing automation platform feel that they’re not using it to its full potential[ii].

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Topics: B2B marketing, B2B Marketing Automation, Marketing Automation, b2b marketing automation software

Marketing Automation: The Marketer's Perpetual Motion Machine

Posted by Ash Chandler on 06-May-2016 17:10:00

When Leonardo da Vinci first thought of his perpetual motion machine and drew his 'Study in Perpetual Motion', he was trying to solve one of the greatest achievements in physics.

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Topics: B2B Marketing Automation, Marketing Automation, b2b marketing automation software

Getting the most from B2B marketing automation

Posted by Kenneth Connolly on 15-Jan-2016 16:00:00

Adoption rates of B2B marketing automation have continued to grow over the past 12 months, but a recent post by B2B Marketing has found that there may be underlying issues with this new technology. As expected, the report found that marketing automation (MA) software is likely to be present in 88% of B2B organisations by the start of the 2017-18 financial year. However, 61% of B2B marketers agree that MA implementation is ‘very difficult’ or ‘difficult’, with the biggest challenge being ‘data integration’.

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Topics: B2B marketing, B2B Marketing Automation

Does Your Creative Team Know About B2B Marketing Automation?

Posted by Kenneth Connolly on 13-Nov-2015 16:00:00

Anyone working in the field of B2B marketing will know that marketing automation has been the buzzword and major talking-point over the past few years. In fact, there are nearly 11 times more B2B organisations using marketing automation now than in 2011[i]. And of course, the continued rise in adoption rates is, in no small part, attributed to the success of those companies that have already implemented the tool - 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels[ii].

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Topics: B2B marketing, B2B Marketing Automation, Marketing Automation tools

6 Tips For Avoiding Eye Strain In Your B2B Marketing Role

Posted by Kenneth Connolly on 11-Nov-2015 16:00:00

As many as 90% of people who work on computers daily have problems with their eyes [i]

We’ve all experienced it. It’s Friday afternoon and it’s been a busy week in the B2B marketing department. You’ve been working long hours, staring at your computer screen for upwards of 10 hours a day, and your vision is starting to become blurry. You realise you haven’t had a break in a few hours and soon enough, a headache starts to set in. All you want to do is go home, but that reporting isn’t going to do itself…

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Topics: B2B marketing, B2B Marketing Automation

How to use predictive lead scoring for B2B marketing success

Posted by Kenneth Connolly on 30-Jul-2015 17:03:00

The growth in marketing automation adoption rates in the B2B marketing industry helped many organisations finally carry out advanced lead scoring. The process of allocating a set number of points to leads depending on their behaviour and engagement allowed marketers to determine which leads were ‘warmest’ and which should be proactively contacted first. Given that a proportion of B2B marketers have not yet managed to implement lead scoring, should they now be concerned that it’s already being superseded by predictive lead scoring? No, this new development is an additional tool to help marketers generate more B2B leads, better quality leads, and ultimately, generate higher levels of ROI.

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Topics: B2B Leads, B2B marketing, B2B Marketing Automation

5 tips to increase your blog subscribers fast

Posted by Libby Morgan on 16-Jul-2015 17:14:00

So we’ve all been told how important blogs are to a marketing strategy. After all, they’re excellent pieces of content that help us address prospect’s pain points and educate them in short, concise and interesting ways. 

But too many marketers still aren’t making the most of their potential. So here you go… no more excuses, follow these simple rules and within a couple of hours you’ll have a blog that’s ready to start bringing in warm leads and nurture prospects through the sales journey.

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Topics: B2B Inbound marketing, B2B Leads, B2B Blog, B2B Marketing Automation, marketing automation software

Join the race towards B2B marketing success

Posted by John Hatton on 03-Jul-2015 09:19:00

On July 3-5, the Formula 1 British Grand Prix returns to Silverstone for another year and promises to bring its usual high levels of excitement and wheel-to-wheel action. As the likes of Hamilton and Vettel push their vehicles to the limit at breakneck speeds, every opportunity to reduce lap times will be grabbed with both hands. Success in this sport is all about scientific levels of research and measurement coupled with a desire to improve efficiency and results (even if only by a tiny bit) every single time.

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Topics: B2B marketing, B2B Marketing Automation, B2B Marketers, marketing profit, marketing automation software

B2B Marketing Automation... Have You Got the Inside Knowledge?

Posted by Kenneth Connolly on 05-Feb-2015 15:41:00
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Topics: B2B Lead Generation, B2B marketing, B2B Marketing Automation, B2B Lead Nurturing, Marketing Automation, Automated Marketing

B2B Marketing Automation: How to Create the Perfect Landing Page

Posted by Kenneth Connolly on 29-Jan-2015 17:27:00

As shown previously in our B2B marketing automation infographic, the process of automating marketing operations may not be as simple as some first thought. In fact, the initial set up of a campaign in a marketing automation tool can actually be quite resource-intensive.

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Topics: B2B Lead Generation, B2B marketing, B2B Marketing Automation, B2B Lead Nurturing, Marketing Automation, Automated Marketing

What can IKEA teach us about B2B lead nurturing?

Posted by Kenneth Connolly on 27-Jan-2015 16:19:00

I recently recalled a childhood memory of being dragged along by my parents when they went to buy furniture for our house. The cavernous warehouse-style shops were filled with ‘scenes’ like living rooms and bedrooms and sometimes kitchens too. Once in this environment, my curiosity would get the better of me and I would run from one stand to the next, jumping on beds, laying on sofas and generally causing mayhem. With me otherwise engaged, my parents had the freedom to explore the items for sale in the store. However, due to its size (and the amount of products on offer), they typically drifted along an unplanned route in a trance-like state. This shopping experience meant many things caught their eye, but they rarely fully engaged, and ultimately they bought nothing.

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Topics: B2B Lead Generation, B2B marketing, B2B Marketing Automation, B2B Lead Nurturing, Marketing Automation, Lead Nurturing

Could B2B marketing automation mean the end of the human marketer?

Posted by Kenneth Connolly on 20-Jan-2015 15:25:00

The automation of processes generally means the loss of jobs and the dehumanisation of organisations – especially in factory settings. But, what if there was a technological solution that worked hand-in-hand with human operatives and helped to save time and money that could be re-invested into other areas of the business? Well, thankfully there is.

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Topics: B2B Lead Generation, B2B marketing, B2B Marketing Automation, B2B Lead Nurturing, Marketing Automation, Automated Marketing

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