Inbound & Outbound Marketing: You Complete Me

By | June 17, 2014

I’m a Gemini and a middle child. Therefore, my astrological nature predisposes me to see both sides of the same coin; and my home environment nurtured me to look for common ground whenever there are differences. So, when it comes to the ongoing “Inbound vs. Outbound Marketing” debate, I’m less inclined to fall squarely on one side and more apt to see the value of combining the two approaches to… Read More »

Data Decay: Why it’s time to fight back!

By | May 30, 2014

Did you know that data decays at an average rate of two percent per month, meaning 20 to 30 percent of your organization’s data will go bad each year? Data decay can cripple your business as it weakens marketing effectiveness and profitability. Yet, so many businesses fail to make data management a top priority. In fact, 84 percent of companies surveyed have marketing databases that are barely functional, according to… Read More »

How to Get the Most of Your Marketing Automation Tool

By | May 29, 2014

Hooray! You’ve finally convinced the “powers that be” to ditch your old-school marketing software and invest in a marketing automation platform to help run effective demand generation and lead management processes. But are you really getting the most out of your investment? Sure, marketing automation software is great as it allows you to easily manage the targeting and timing of your outbound marketing messages in response to buyers’ behavior. However,… Read More »

Marketing Data Management: Here to Stay

By | May 20, 2014

It’s a simple fact: Marketing just isn’t what it used to be— in a good way of course. When I started my marketing career almost ten years ago, I read article after article on how limited marketing reporting was. We were stuck with only a few channels and had very few ways to prove our worth to the C-Suite. Fast forward to today, and we see that marketing has gotten… Read More »

Content For Different Stages of the Buying Cycle

By | May 14, 2014

Now that you have complete business contact records and more options for segmenting and delivering targeted messaging, what content do you offer up to each segment?  This isn’t always the easiest question to answer without some careful considerations.  We all know that we only have about 30 seconds to capture someone’s attention. Which means in order for content to drive sales and spark interest, it must be attention grabbing—the more… Read More »

The Business Value of Marketing Data Management and the Google Car

By | May 13, 2014

I could talk about the demand generation waterfall (and I will), or I could talk about how it takes far fewer of the right targets to generate a new customer vs. lots of the wrong targets to explain the business value of marketing data management. But I want to start with the Google Driverless Car. I’m kind of fascinated by the idea – it’s the stuff of every major futuristic… Read More »

Mass Marketing Out, Customization In

By | April 30, 2014

We live in a world of customization. From clothing to gadgets to automobiles, you name it and chances are you can customize it. It’s a simple fact; buyers just don’t want to be mass marketed to and they no longer want to be bombarded with in-your-face-advertisements that are likely irrelevant. In fact, according to a recent survey from Janrain, 74 percent of respondents claim to get frustrated with websites when… Read More »

How to Make Your Data Work For You

By | April 3, 2014

Let’s face it: gathering data from customers can feel a lot like pulling teeth, literally. Just think, how many times have you filled out a gated registration form with false information just because you didn’t want to be bothered after? If you’re anything like me (and don’t lie!), it’s probably quite a few. In fact, 88 percent of consumers admit that they have lied on a form and 42 percent… Read More »

Do you know the health of your database? Guess Before You Assess!

By | April 1, 2014

Modern marketers are becoming more technical and strategic when it comes to nurturing and growing their database. #dataisgold is catching on and it’s marketers who are the ones diving into the trenches yearning to understand what ammunition they have to help drive pipeline and increase their contribution to sales. Do you think you have the right information in your database to reach your marketing goals?  Guessing is certainly no way… Read More »

Marketers Agree – Better Data Management Leads to More Effective Marketing

By | March 31, 2014

From the desk of Tamara Graves, Senior Director of Demand Generation, NetProspex It’s difficult to find a group of marketers that agree on everything, let alone anything. However, there’s one thing that we all agree on: data plays an essential role in our jobs. In fact, according to a recent Domo survey, 87 percent of marketing professionals agree that they need data to do their jobs well. And we agree.… Read More »