Demanding Views

by Lauren Brubaker, Demand Generation Manager, NetProspex

Congratulations! You finally settled on a killer marketing automation platform (MAP) and can’t wait to put it to work. But before you start delivering highly targeted content to buyers — measuring campaign  effectiveness and receiving that much-needed pat on the back from the boss — there are several things you must do (and not do) to ensure a winning strategy. Let’s check out a few of the top dos and don’ts.

By Chanin Ballance, CEO, MobilePaks

Savvy marketers recognize that generating leads and nurturing prospects through the funnel is no longer enough. Often sales teams need nurturing too – or at least support with scripts, questions to spark dialogue, position statements, playbooks and customer facing content. In fact, according to SiriusDecisions, the No. 1 reason companies don’t hit their sales quota is because salespeople don’t know how to articulate value. This means, marketers need to be enabling “reps with the knowledge and assets required for better conversations.”

By David Crane, Strategic Development Manager and Marketing Technology Strategist, Integrate

There has recently been much industry debate around “consolidation or proliferation” in the marketing technology space. This dialogue has essentially drawn a line between marketing suite vendors and smaller, open platforms. As a result, we’ve seen healthy industry discussions just as marketers deploy and digest technology to discover, nurture and serve customers in a more personalized manner.