Engagement

Why Don’t MQLs Convert?

Why Don’t MQLs Convert?

When our Marketing Director, Pam Hege, asked me “Wasif, why don’t MQLs convert?”, I replied sarcastically, “It’s because you didn’t provide me with any quality MQLs.” 🙂 (I have some making up to do with Pam after that reply.)  

The truth is that there are several factors, and while Marketing and Sales leaders might be asking these questions differently and have different opinions, the one thing they both agree upon—and are measured on—is net new revenue.

For decades, we have evolved both Marketing and Sales processes. As leaders and as an industry, we have done it all—from naming all types of marketing funnels, to dissecting, mapping, staging, and flipping them to equally complex methods in Sales processes and stages (i.e. Sandler, Mack Hanan, Tony Parinello & Rain Group solution selling to name a few). Then, when you layer all of that on top of each organization’s and each and leader’s best practices and frameworks, you will get our current problem statement. Why is it so hard for MQLs to convert into a qualified opportunity?

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Posted by Wasif Khan in Pipeline Marketing
Is Messaging the Missing Link in Your Marketing Strategy?

Is Messaging the Missing Link in Your Marketing Strategy?

Who are you talking to and what are you trying to say?

You need a specific answer to each of these questions in order to create content that makes your overall marketing strategy a success. 

Content comes in many different forms—emails, social media posts, product pages, blog posts, the list goes on and on—but the messaging you use in all of them should be the same. It’s the messaging that turns content publishing into a full-fledged content marketing strategy.

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Posted by Nicole Pytel in Content, Customer Marketing
Find Quick Revenue with Customer Marketing

Find Quick Revenue with Customer Marketing

As B2B marketers across the country work to get back on track, one of the toughest challenges they face is rebuilding the pipeline for their sales colleagues to drive revenue. After pausing ad campaigns, canceling live events, and pivoting marketing messages from “engage with us” to “we care,” the flow of qualified leads may have slowed to a trickle.

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Posted by Pam Hege in Customer Marketing
Marvel Marketing Minute – 3 Content Tweaks That Can Make an Immediate, Dramatic Difference

Marvel Marketing Minute – 3 Content Tweaks That Can Make an Immediate, Dramatic Difference

It’s the holy grail of marketing—small tweaks that lead to big results. Oftentimes, these situations are simply too good to be true because some strategies can’t improve that quickly and easily. However, in many cases, it’s entirely possible to create an immediate, dramatic difference with just a small tweak in your content strategy.

Here are three projects where our superheroes did exactly that:

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Posted by Nicole Pytel in Content, Marvel Marketing Minute, Optimization
Marvel Marketing Minute – Is Your Web Design Hurting Your Credibility?

Marvel Marketing Minute – Is Your Web Design Hurting Your Credibility?

You could offer the very best products and services in the world, but does the rest of the world know that?

They may not if your web design isn’t right.

According to research done by One Day Labs, 75% of users say they judge a company’s credibility based on its web design, and 94% of first impressions are design-driven. For you, this means the right framework is vital.

How do you create it?

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Posted by Nicole Pytel in Content, Marvel Marketing Minute
Skip This Step and You’ll Never Truly Know If Your Marketing Efforts are Successful

Skip This Step and You’ll Never Truly Know If Your Marketing Efforts are Successful

No matter your industry, your audience, and your marketing initiatives, your ongoing success depends on one thing—properly analyzing your content’s performance. After all, if your words, videos, images, and graphics aren’t resonating with your audience, your marketing strategy will never generate the results you want.

But lots of organizations aren’t analyzing the right way, and that’s where this strategy comes in.

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Posted by Nicole Pytel in Content, Marketing Automation, Optimization
Your Superhero’s Guide to Impressing Everyone with Case Studies That Rock

Your Superhero’s Guide to Impressing Everyone with Case Studies That Rock

Some of the most powerful content comes from your customers themselves. Testimonials are great, but why rely solely on a short testimonial when you can also write a case study that digs deeper into the details and shows a more powerful impact?

Right now, you’re probably asking “How do I create a compelling case study?”

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Posted by Nicole Pytel in Brand Awareness, Content
Marvel Marketing Minute – For the Love of Superheroes, Add Some Excitement to Your Content!

Marvel Marketing Minute – For the Love of Superheroes, Add Some Excitement to Your Content!

Let’s take a quick trip back in time to 1986…

Remember Ben Stein’s character in Ferris Bueller’s Day Off? He was, quite possibly, the most boring teacher to ever exist on the planet. His students stared blankly into space, tried to fight off naps, and even drooled on their desks. 

Here in 2019, there’s plenty of digital content that evokes the same responses. But unlike high school students, prospects and customers aren’t forced to listen to you until the bell rings. Unless you grab attention right out of the gate, people are going to click the “Back” button faster than Ben Stein can say, “Anyone? Anyone?”

So how do you inject some much-needed excitement into your content—without being cheesy and over-the-top? 

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Posted by Nicole Pytel in Best Practices, Content, Marvel Marketing Minute
Are They Ready to Buy? Breaking Down the 4 Pieces of the Engaged Intent Puzzle

Are They Ready to Buy? Breaking Down the 4 Pieces of the Engaged Intent Puzzle

Wouldn’t it be nice if you knew which visitors to your website, which subscribers on your email list, and which followers on your social media pages were most ready to do business with you? 

If you think you need a crystal ball to figure this out, think again. What you really need is a way to measure engaged intent.

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Posted by Nicole Pytel in Content, Marketing Automation, Optimization
Marvel Marketing Minute – Your Transactional Emails Can Be a Powerful Relationship-Builder

Marvel Marketing Minute – Your Transactional Emails Can Be a Powerful Relationship-Builder

If you’ve ever bought or signed up for anything online, you’ve received a transactional email. Things like order confirmations, account creation confirmations, and shipping confirmations are all vital responses to doing business on the web. They’re so vital, in fact, that they receive 8 times as many opens as “regular” marketing emails.

With all of those extra opens, wouldn’t it be nice to get some extra engagement out of them? 

Transactional emails can be a valuable tool for building relationships and boosting revenue, but most organizations overlook them. Here are 4 ways that you can buck the trend and take full advantage of them:

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Posted by Nicole Pytel in Content, Marvel Marketing Minute