Marketing Action Blog

Marketing Automation’s Growing Role in Customer Lifecycle Management

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Beyond Lead-to-Revenue: Lori Wizdo and Atri Chatterjee Discuss Customer Lifecycle Management Editor’s Note: Lori Wizdo is a principal analyst at Forrester Research. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and lifecycle value management. She has over 30 years of experience in corporate product marketing, demand management, and sales… View Article

The Benefits of Marketing Automation for Sales: Give Your Teams X-Ray Vision

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Marketing automation provides a variety of benefits to sales teams. It can shorten the sales cycle, uncover new upsell and cross-sell opportunities, and maximize the lifetime value of every customer. What’s more, it gives the sales team visibility into key interactions with customers and prospects.  Sales reps can see which pages on the site a prospect has… View Article

Get Started with a Content Marketing Library

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Not long ago I had a great conversation with a marketer whose company had recently adopted Act-On. He said nice things about our content (always music to our ears) and asked the $64,000 question: Any tips on developing our own content marketing library? I like hearing this question, because I love answering it. Here are… View Article

Discover 3 Types of Marketing Automation Engagements for Agencies

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The economy has recovered a bit, but it’s still a very competitive environment for marketing agencies, with thin margins … and thinner client loyalties. An increasing number of agencies are turning to marketing automation to gain a strategic advantage in both areas. There are many different ways marketing agencies can package and price marketing automation… View Article

Buyer Persona Basics

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“A buyer persona is an example of the real person who buys, or might buy, products like the ones you market,” according to Adele Revella, who also advises that you hold direct interviews with real buyers and build your personas based on what you learn in those meetings. Those buyer personas you create are indispensable… View Article

5 Email Key Performance Indicators You Should be Tracking

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Determining the key performance indicators (KPIs) that matter most to your business is an art as well as a science. What’s really important to your organization? Well, that depends on your objectives, your goals, and your overall strategy. For many companies, email campaigns might not be measured primarily in terms of how much revenue they… View Article

The Wild and Woolly World of Marketing Agency Names

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One of the best things about working for a marketing agency is that creativity is part of the job description. This often is self-fulfilling, especially when it comes to naming the agency itself; your ability to come up with a one-of-a-kind handle for your company is a signifier to potential customers of your branding brilliance…. View Article