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April 2010, Issue 74 |
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We all know that offering valuable content to your prospects is critical. But it's just as important to do it at the right time. This month we're introducing a video white paper that shows you how to build an effective call-to-action strategy that matches buying behavior with content designed to overcome objections and speed your prospects through the sales pipeline. Also in this issue:
- Just-released white paper: Best practices for creating a content strategy to drive lead nurturing and other marketing automation-enabled tactics
- Take the Executive Benchmark Assessment to determine how you measure up in key areas of demand generation
- The dying art of one-on-one sales conversations
- An invitation to a live Webinar, Six Truths About Marketing Automation (and How to Face Them)
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Featured Article
Building a Better Content Strategy: Two Offers for Marketing Watchdog Journal Subscribers
Download the just-released white paper, "Six Building Blocks for a Content Strategy to Fuel Marketing Automation-Driven Demand Generation," from Bulldog Solutions and Frost & Sullivan. (Or, read an excerpt of the white paper first.)
Fill out a complimentary Content Diagnostic and get a customized report showing how your content strategy and available content compare to recommended practices. Get started.
> Read the excerpt
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Why Marketing Strategy Must Drive Lead Nurturing Execution
Because content noise is so deafening, getting noticed is more difficult than ever. Even more challenging is keeping a lead's attention over time. This is why marketing strategy has to come before tactical execution.
> Read more
By Christopher Doran, Vice President of Marketing, Manticore Technology; originally posted on Manticore Technology's Funnel Focus blog.
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Are Your Salespeople Winging It?
In order to equip your sales team for success, examine how your organization prepares for and executes the dying art of one-on-one sales conversations. Is your sales team winging it, or are they equipped to optimize each and every conversation?
> Read more
Excerpt from a ShadeTree Technology White Paper, "Engaging in Effective One-on-One Sales Conversations"
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Video White Paper: Conversion Mapping
Successful BtoB marketing organizations go to great lengths to understand the buying behavior of specific decision makers. This video white paper defines a call-to-action architecture that matches that buying behavior with specific value offerings designed to satisfy your prospects' objections and help move them through the sales pipeline.
> View the video white paper
By Ahmed Taleb, Senior Director of Strategic Planning, Bulldog Solutions
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BtoB E-mail Marketing
After the Click: Improving Campaign Performance With Web Analytics
What happens after you send out that carefully crafted email? What do you look for beyond open rates and clickthroughs? To really understand the effectiveness of your email marketing campaigns, you need to keep tracking your customers' behavior beyond your email, even beyond your landing page.
> Read more
By Marco Marini, CEO, ClickMail Marketing; originally posted on the Email Experience Council (eec) Blog. Read more about what the email marketing experts are blogging here: www.emailexperience.org/blog
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Use E-mail to Nurture and Convert Search Leads
Search is great for introducing leads to your brand; e-mail picks up the ball and runs with it to a conversion. Here are three ways e-mail can extend your search relationship.
By Stephanie Miller, ClickZ
Five Tips to Boost E-mail Deliverability
Last month, spam messages accounted for 89.34% of all e-mails sent. With that level of spam activity, it's no wonder that deliverability issues continue to plague legitimate senders.
By Karen J. Bannan, BtoB Online
New Research Shows BtoB Marketers Still Lack ROI Measurement Capabilities
BtoB marketers are making progress with automating their sales and marketing processes, but a new research study shows there's still room for improvement in managing leads and sharing data.
By Amanda Ferrante, DemandGen Report
Marketing Watchdog Journal is a monthly newsletter from Bulldog Solutions, an online marketing agency that changes the way BtoB companies define demand-generation strategy, engage prospects and convert leads to customers. We welcome your feedback on this newsletter's content and design, and encourage you to share your ideas for topics you would like us to cover in future issues. Please send your comments or questions about Bulldog Solutions to Amy Bills, director of Field Marketing.
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