THE MARSDEN MARKETING BLOG

What it Takes to Integrate Demand Generation into Your Marketing Campaigns

Posted by Will Walker

Thu, Nov 30, 2017 @ 10:27 AM

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We’re seeing a huge shift in marketing strategy toward holistic demand generation. More than ever before, marketing teams are being held responsible for generating revenue, and demand generation provides the framework to ensure marketing campaigns can deliver.

You may be considering shifting your inbound marketing, content marketing, or digital marketing strategy to a demand generation model. With change comes uncertainty, but there’s a bright side: You already have most of the tools you need to make demand generation work. You only need to change your frame of mind related to marketing content, tactics, and analytics.

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4 Ways Your Demand Generation Program Could be Failing

Posted by Anne Marsden

Wed, Nov 15, 2017 @ 10:00 AM

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B2B sales and marketing leaders are frustrated with the effectiveness of their demand generation programs. So, what’s going wrong, and how do you fix it?

Of course, there’s no single, or simple, answer. One blog post won’t provide a perfect recipe for everyone, but there are four core areas where it’s easy to go astray. These are lessons we’ve learned from personal experience and from working with outstanding B2B marketing and sales leaders.

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How to Achieve Sales and Marketing Alignment with Demand Generation

Posted by Noah Thomas

Fri, Nov 10, 2017 @ 08:30 AM

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The decades-long war between sales and marketing is coming to an end. Responsibilities have merged, and there is new agreement on what metrics are most important to growing new business. If your organization has ignored the armistice and still has feuding sales and marketing departments that are completely siloed, brawling over budgets, and bickering over lead quality, it’s time to consider implementing demand generation.

First, let’s get on the same page with our terminology.

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How to Repurpose Content – And Get More Leads

Posted by Will Walker

Fri, Oct 27, 2017 @ 08:30 AM

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If you’re thinking about repurposing content, you’ve probably ended up here for two main reasons:

  • You need new content but don’t have the resources (time, team, money) to push something out
  • It’s crunch time, you have a lead goal you need to hit and you’re looking for a quick way to get more out of investments you’ve already made

You’re in luck! The Marsden Marketing team strongly believes in repurposing and reusing content to extend its life. There are many benefits, including saving time, increasing return on existing content, and creating breadth of assets across a topic (which helps improve SEO and user experiences). 

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Get in Formation: Collect Better Data & Generate More Leads

Posted by Christina Simms

Thu, May 05, 2016 @ 01:30 PM

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Generating leads: It’s integral to the practice of inbound marketing, and it’s driven largely by an exchange of content and information between a company and its prospects. How many times have you handed over your name and email address to get 15 percent off a purchase from your favorite retailer, to register for a webinar, download an interesting case study, or access a series of free bikini body workouts (or is that just me)? On the flip side, how many times have you been deterred from filling out a form because it wasn’t worth it to give all your information for what they were going to provide in return?

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MQL to SQL: Defining your Marketing to Sales Process

Posted by Jeffrey Willis

Thu, Aug 27, 2015 @ 09:49 AM

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MQL (em kyoo el) noun Also known as a Marketing Qualified Lead. A prospect that has indicated a level of interest in your organization via a set of actions and is deemed to become a likely future customer after additional nurturing. 

SQL (es kyoo el) noun Also known as a Sales Qualified Lead. A prospect that has demonstrated high levels of interest in your organization via a set of actions and is deemed highly likely to convert into a customer. These are prospects that are ready to speak to sales.

If only defining the process was just that easy.

While the cold-to-close process should be a seamless transition, the fact is many companies have either not spent the time to define the prospect stages or have discrepancies in their definitions based on which department you are asking.

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The Elusive Qualified Lead: How Scoring Can Remove All the Mystery from Prospecting

Posted by Jeffrey Willis

Thu, Jul 16, 2015 @ 01:12 PM

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The hard work is done. You have a healthy database filled with possibilities. All of your inbound marketing efforts are paying off as you see new contacts flowing in on a regular basis. Marketing is ready to nurture and educate. Sales is ready to engage and win the contract. 

But suddenly, you feel like you have a bazillion contacts to wade through to decide those next steps. When does a contact become a qualified lead and sales ready? 

By putting into process a simple scoring matrix that takes into account both prospect characteristics and actions, you can game valuable insights that will help you remove all the mystery from your prospecting. Suddenly those bazillion leads become a manageable number that you can seamlessly track from cold to close.

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Join Marsden & Associates for Inbound Marketing Day Atlanta - March 5th, 2015

Posted by Anne Marsden

Thu, Feb 19, 2015 @ 09:00 AM

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Choose Your Next Words Carefully: How to SEO Your Website in 2015

Posted by Candice Rose

Tue, Feb 17, 2015 @ 08:55 AM

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For marketers looking to improve the ROI on their website, SEO content is key. “Wait a minute,” you might be saying to yourself, “I heard SEO was dead!” Nope. It’s still very much alive and well. In fact, a BrightEdge study found that organic search still drives 51% of all visitors to B2B and B2C websites, outweighing all other non-organic search channels, including paid search (10%) and social (5%). Not only are search engines driving more traffic, but they are sending the most valuable visitors to your website. 

It’s true that tools like social media are becoming a bigger part of the picture, but organic search still yields the most motivated audience. Clearly, an SEO-optimized website should be a priority, but times have changed. SEO has evolved substantially in the past 5 years and even many seasoned SEO practitioners have found themselves uncertain about what to do next. So, how do we optimize for SEO in 2015? 

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Need More Leads? Get a Service Level Agreement

Posted by Suzanne Moore

Thu, Oct 23, 2014 @ 10:40 AM

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In part 1 of our series about solutions for CMO Pain Points, we look at the power of Service Level Agreements (SLAs) to get Marketing and Sales working more productively on leads.  

 

Leads. How to get them, qualify them, and close them. Lead generation is what keeps marketers up at night. To add to the stress, marketing and sales are often not on the same page or speaking the same language. For example, what is the definition of a lead? Without an agreement, it can mean different things to different people.  

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