The New Path of the B2B Buyer’s Journey

Ian Linton Trends

Business buyers follow a familiar journey when they are purchasing a new product or service. They research the type of product they are looking for, find and compare vendors, and negotiate terms when they have found a potential supplier. And, for sales teams looking for the next big customer, the process is similar. Check that the prospect is interested in …

sales and marketing data

Integrate Sales and Marketing Data to Drive B2B Email Success

Susan Vorodi Best Practices

When sales and marketing teams work together and share the data they each have on customers and prospects, they can create email campaigns that move prospects through the pipeline faster, accelerate closing times, increase revenue, and reduce cost per sale. The problem is that sales and marketing departments have traditionally worked independently, even though they are focused on the same …

6 Elements of an Effective Email Content Strategy

Susan Vorodi Strategy & Planning

An email content strategy defines the type of content that you release to different contacts or personas during an email campaign. An effective strategy provides your contacts with valuable information that helps them in their role and creates a positive attitude towards your organization, resulting in a closed sale. Meets your business objectives Your content strategy should meet your business …

marketing automation

Use Marketing Automation for Successful Event-based Email Campaigns

Susan Vorodi Tactics

To be successful, an exhibition, conference, or another event must attract the right visitors and give them a compelling reason to attend. Email plays an important role in this process by providing a cost-effective tool to communicate with prospective visitors, raise awareness of the event, and maintain interest throughout the period leading up to the event. Using an marketing automation …

A/B Testing: Do This and Not That

Susan Vorodi Best Practices

A/B testing or split testing is a well-established method of comparing the potential performance of emails with different content. You can use the test to find the optimum subject line, messages, layout, offers and content for different members of your target audience. This test is important because, if you send emails without testing, you could waste part of your budget …

6 Types of Email You Should Be Sending

Susan Vorodi Tactics

Email is a versatile, cost-effective marketing tool that delivers a return on investment that is hard to beat. As a stand-alone marketing tool, it helps to communicate product information, promote special offers, raise brand awareness, and build strong relationships. Email is an important component of integrated marketing campaigns, reinforcing other elements such as advertising, public relations, or event marketing.Do you …

Easy Tips to Improve Customer Retention

Madeleine Helme How-To

A bird in the hand is worth two in the bush is an ancient proverb meaning it is better to possess a thing, advantage, or opportunity than gamble on the potential for more. This holds true in business. Most businesses focus too much energy attracting new customers than nurturing their loyal customer base. Existing customers are preferable over the acquisition of new ones. …