Do you have a customer seminar or advisory board coming up in the next few months? Are you looking to add a new element of creativity to your event to offset the monotony of all-day PowerPoint marathons? Consider hiring a graphic facilitator. Graphic Facilitation is the process of translating complex ideas into words and pictures in real time. You have probably seen graphic facilitators at shows you have attended over the past few years.
Marketing Automation Management software from companies like Eloqua, Hubspot and Marketo has brought us tremendous insights into content. We can now tell how many times a particular white paper, case study or brochure was downloaded. And in many cases we can tell exactly who is reading it (When users register before downloading the content). We can view statistics about the demographics of readers (title, industry, country) of different content pieces. In fact, there is so much data about content downloads that it can be overwhelming.
There’s never been a better time for marketing professionals to be able to engage directly with customers. B2B buyers are collecting up to 60% of the information they need to make a purchasing decision before they are even willing to talk to a sales rep. Instead they are conducting research online. The implication of this shift in buying behavior is huge!
Over the past five years, outbound marketing has become the red-headed stepchild of the marketing industry. It seems like every conference that you go to; every book that you read; every consultant that you talk to will give you the speech on how you should go inbound. There are good reasons for bashing outbound. Buyers are sick of being sold to. No one wants to take a cold call with the pushy sales guy. And caller ID is making it easier than ever to avoid these conversations. The traditional, interrupt-driven, marketing approaches such as advertising and direct mail typically result in low conversion rates or unmeasurable results.
Some of the most powerful features of marketing automation software are in the category of lead nurturing. To give a simple example – once you download a white paper (or register for an online event) marketing automation software can be configured to recommend another piece of related content. By encouraging the user to take the next step you can nurture the prospect, cultivating a relationship with them until they are ready to engage in a buying cycle. The challenge is that today’s marketing automation software makes it difficult for administrators to optimize these personalized recommendations.