Sometimes good things are for free.* I’m referring to Google Analytics, the best bang for your buck when it comes to understanding what’s going on with your website. So what’s the best way to leverage it?
Tag: demand gen
How to convert your website visitors
Converting web traffic from “unknown” to “known” (aka a lead) is as much of an art as it is a science. It all comes down to understanding why a person would be willing to give you their information.
Building a scrappy first growth marketing campaign
Every start-up’s #1 focus is growth – most often first through product, then sales, and finally marketing. If it’s a “first time” experience with marketing, the biggest question is where to start and how to keep momentum.
Be creative about your marketing activations during COVID-19
It’s time to face reality: your business is likely not a priority purchase during COVID-19, so how do you break through to prospects when everyone is feeling a bit anxious and burnt-out?
A B2B buyer journey is not linear
Years of foundational marketing education has taught us to do (B2B) buyer journey mapping as a progressive linear path. Unfortunately, as marketing evolves, channels and consumption habits change, and an overwhelming amount of competing opportunities (aka other tech) arises, the path is no longer a path.
How To: Build a Lead Management strategy
A clear lead management strategy is essential for any business who would like to have a scalable and measurable pipeline. This post walks through how to implement the basics so you don’t have to deal with untangling a Frankenstein of a data mess later on.
B2B marketing metrics that matter
Marketing metrics are a dime a dozen. Conversion rates, CAC, marketing contribution, visits, followers – where do you start? It’s incredibly easy for a marketing organization to become overwhelmed by data fatigue. This post is designed to help you understand what the metrics are, how they can help your program, and help you focus.
How To: Identifying your ICP
The Ideal Customer Profile, or ICP, is most commonly used by the sales team, to prospect and qualify leads. Knowing what an ideal customer looks like will help with segmentation strategy and lead scoring.
How To: Building buyer personas
When you talk to B2B marketers about their target audience, they will often talk in terms of personas (and if they are not, they likely need to refine their strategy to be targeted). Below I explain the importance of personas and how you can build your own.