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The middle of the funnel has never been more important for B2B marketers. In an era in which nine out of ten business buyers say they don’t want to talk until they are ready to come to you, marketing must now go beyond simply gathering responses to actually managing prospect relationships over time.

The trouble, however, is that prospects at this stage of funnel are invariably the hardest to reach. In order to nurture effectively, businesses must distribute content that is of genuine interest to the recipient and presented in a way that makes this immediately obvious.

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Lead scoring is the most important area to get right with marketing automation, so we have prepared some useful tips for anyone new to the field.

Regardless of how customer-centric your content is or how well you know your buyers, without a laser-focused scoring methodology in place the process of automating journeys through the sales funnel will be flawed.

We are consistently staggered by how many marketing automation users are willing to start  their marketing automation journey with a platform’s default scoring rules. This is based on an erroneous assumption that there is a “one size fits all” solution.

Every business we’ve encountered that’s started with default scoring rules has gone back to the drawing board somewhere down the line, as they are hit with the realisation that their buyers are not moving at a pace relative to their level of knowledge. Lead scoring must be established at the start, and it must be handled as precisely as any other part of your strategy.

Here are our four top tips for effective lead scoring: Continue reading …

Demand generation is not easy. While some may suggest otherwise, those who must concern themselves with it on a daily basis are only too aware of the increasing number of plates that must be spun to bring leads into the top of the funnel in today’s rapidly moving digital world.

These days, it’s not enough to know about the changes in your own industry. You must keep up to date with changes in digital channels; you must familiarise yourself with Google algorithm updates; and you must recognise the ways in which your buyers research, evaluate and decide. And that’s just the beginning.

Marketing automation is now well established as the best technology to manage the nurturing of leads through the middle of the funnel, and CRM as the platform for sales teams to keep track of MQLs and existing customers. However, a new breed of technology is emerging to aid with top-of-the-funnel lead acquisition and help demand generation marketers to make processes quicker and more data-driven than ever before. Continue reading …

There are numerous challenges involved in building a business case for marketing automation, and one of them is showing evidence of success. The recent blog post from CMS Critic provides ten great statistics on using MA; read on our take on five of those stats and information about how to make the most of them.

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Small businesses are constantly trying to combine growing their enterprise with day-to-day tasks. Fortunately, marketing automation offers an alternative to time-consuming strategies. As the recent blog from Business2Community, How to Market Like You’re Twice Your Size, states, automating marketing allows SMEs to make the most of their resources even if they are limited.

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