Too often, I see web inquiries go into a black hole—handed off to Sales which leaves Marketing in the dark. #1: This is one of the top complaints I hear from Marketers—lack of transparency when handing off a lead to sales. #2: I believe Marketing and Sales can align and complement the conversations each is having. Follow-up [...]
Just when you thought I was done with data, ah-ha! Data is so essential it deserves the #1 and 2 spots on my to-do list (and in your top priorities too). There are many types of data: CRM, ERP, Legacy data, Website, eCommerce & transactional data, etc. Not to mention all the data we as [...]
Out-of-date data, AKA data past its sell-by date Missing data Desktop data, AKA data that lives in spreadsheets on your desktop (you know what I mean…and we’re all guilty of it) Too many static lists “Good enough” data Does this sound like you? If so, you’re not alone. We’ve seen it many times—too much time [...]
Holy moly, we’ve got a lotta money tied up in this! In building materials, your channel to market is one of the most important assets you have. In fact, we’d probably argue it’s likely the single most valuable piece of your business. You’ve taken great strategic pains to define and select your go-to-market strategy. [...]
Marketing Automation: 7 Nifty ideas for engaging architects. If you work in the world of commercially-specified building materials, you know how important engaging and educating architects is. They’re also an audience that is programmed by their very jobs to receive. And the foundational concept of marketing automation is rooted in content marketing delivery [...]
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