5 Reasons Why Marketing Automation Will Elevate Your Business


Picture this: You’re a marketer working for a software enterprise. You and your team manage your organization’s social media accounts, lead generation, email marketing, paid search campaigns, content marketing efforts, and more, on a daily basis. As your marketing team expands, the manual tools you have at your disposal are no longer helping you manage one-to-one connections with customers. If this sounds familiar perhaps it’s time to contemplate a solution that will help you create and handle customer interactions with more speed and … [Continue reading]

When a Buyer-led Marketing Strategy Redefines Marketing Roles


It is interesting to note how technology drives organisations to innovate marketing strategies, in order to keep up with digital consumers’ changing needs. As prospects grow increasingly savvy, there’s less for marketers to stoke excitement. This trend of self-directed purchasing processes is gaining momentum as the buyer’s journey gets digitally oriented. According to a joint report by Avaya and BT, even two years ago, 51% of buyers trusted social forums and reviews over organisations’ websites to make purchase decisions. The report shows … [Continue reading]

Why Communications Marketing and not Marketing Communications?


“You’re not just selling coffee,” Edelman said. “You’re selling a relationship.” We all know how technology has changed digital marketing campaigns in the past few years. Social media has pulled down the corporate firewall preventing marketers from meeting consumers during the mass media days. Today, we have a platform that allows both marketers and consumers to directly communicate with each other. Since social networks are freely accessible, and purchase decisions are increasingly influenced by word-of-mouth recommendations and peer … [Continue reading]

Stopping Shadow Marketing with an Internal Content Drive


We have all seen the type. The rock-star salesperson, or brilliant marketer, who treats authorised branding and assets as so many shackles. Too dull, too slow to produce, not personalised enough – whatever the reason, they decide to ‘do better’ on their own instead. And before you know it, there are ten different spins on your collaterals and messaging out there, playing havoc with your brand image. Shadow isn’t just an IT thing. Just as cloud services made it easy for business units to get the tools they want behind IT departments’ … [Continue reading]

Putting the Enablement back into Sales Enablement Content


We talked about bridging sales and marketing with content before. Now comes a report from Docurated that claims 90% of marketing content is unused by sales teams. A hefty figure – but nothing new, is it? Cue Round X of the finger-pointing: the salespeople ‘don’t get’ all that high-value stuff, or are too busy ‘living from quarter to quarter’ to bother, while the marketers are ‘disconnected’ from the ‘harsh reality’ on the ground. It’s an old and tired refrain – and still as tricky a subject today as it ever was. True, many times it’s the … [Continue reading]