Marketing Action Blog

Got CRM? Why You Need Marketing Automation Too

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A few decades ago, when I was a green B2B inside sales rep, we kept customer histories by hand on 3×5 cards and kept them in a “tickle” file organized by date. You’d have a conversation with a prospect, make notes on the card, jot down when next to call the prospect, and then slot… View Article

Sales and Marketing Alignment: the Essentials

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It’s a legendary conundrum: Sales and marketing cooperation is hampered by a lack of communication and agreement. Often the two teams are much like Mars and Venus, with different objectives and different styles – not to mention different ways of being judged by management, and different metrics. The first step to fostering cooperation is for… View Article

The Modern Marketing Agency Pitch

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Back when I worked at a marketing agency, assembling a client pitch was like putting on a really big show. There would be a flashy presentation, imaginative props, samples of creative executions, and of course, a heart-tugging story to tie it all together. Seriously, it was a huge deal. One pitch included a battered-looking suitcase… View Article

Customer Lifecycle Marketing: Reporting, Part 2

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This series looks at the five sequential stages in the B2B marketing lifecycle, and discusses the key metrics for each that can be used to gain key insights. In Part 1, we covered the first two stages: Attract and Capture. These are typically the stages that garner the most attention, as lead generation remains the… View Article

 5 Tips for Marketing in a Highly Regulated Industry

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Marketers working in highly controlled industries face multiple challenges when it comes to reaching their audiences in a personal, relevant way. Industries such as financial services and healthcare have a variety of protocols around how they can market to consumers – especially where personal or financial information is concerned. In the new world of marketing,… View Article

5 Habits of Superstar Marketers

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In a LinkedIn post from last year, Lou Adler, CEO and founder of The Adler Group, points out 12 ways to spot a high achiever. Here are the top three, edited a bit for length: They’ve been assigned difficult challenges ahead of their peers. The best people … are typically assigned tasks, clients and projects… View Article

5 Social Media Mistakes You Don’t Want To Make

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We’ve all made social media faux pas before – a few weeks ago, I accidentally sent a group of friends what I thought was a recipe. It turned out to be an accidental selfie I had taken while unaware that my camera was open, in which I bore a striking resemblance to a female (and… View Article

Customer Lifecycle Marketing: Reporting, Part 1

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In regards to analytics and reporting, B2B marketers tend to focus on early-funnel leads and their conversion. That’s practical; generating enough qualified leads remains the #1 concern for many marketers and their organizations. However, there is much more useful information to be gained through careful reporting and analysis of key metrics at all stages of… View Article