Demanding Views

By Amber Trendell, Global Marketing Programs Director, Autotask

Benchmarks and key performance indicators (KPIs) are essential guide posts to help us understand where we are in the context of our peers, industry and competition. Without them, there is no understanding of metrics such as maximum (or minimum) threshold for productivity, revenue growth rates, efficiency, client satisfaction or differentiation. The list goes on and on.

By Lee Odden, CEO, TopRank Online Marketing

If you can find a way to solve multiple problems for your target audience with co-created influencer content and achieve high impact exposure, your brand will grow your own networks of influence. You will also expand your reach to new audiences and cultivate more specific influence as a trusted authority for what your customers buy.

By Loren Padelford, EVP of Sales, Skura Corporation

Companies are now required to hone their sales and marketing efforts to the individual needs and interests of each prospect in order to provide positive customer experiences amid the cacophony of today’s marketing-soaked landscape.  After all, 81% of companies with strong customer experience competencies outperform their competition, according to Peppers & Rogers Group.

Getting the right content to the right people remains a challenge for B2B marketers, and yet, there are a number of best practices that can be applied to sales efforts and marketing content creation that, even if a prospect hasn’t told you what their exact needs are, can improve your chances of delivering a responsive, and timely sales pitch that aligns with your prospect’s needs.