Demand Generation Blog

Lead nurturing has become increasingly important in today’s information filled world.  With so many options for customers to turn to, and so many avenues for them to find solutions, it’s important to keep your product or services in the front of their minds.  There are many different types of lead nurturing campaigns, all of which help to guide prospects through the sales cycle.  With the varying stages of the buyers journey requiring different types of content, having a platform with the ability to automate these types of campaigns is an invaluable tool to marketers.  Hubspot allows marketers to create email workflows that are set to go out depending upon what customers open, click or download. 

These workflows create a drip effect for your sales funnel, enabling your marketing team to focus on content that will drive these prospects towards conversion.  That being said, each stage of the buyers journey and each buyer persona will require a unique lead nurturing approach.  While each of these can be tailored to your specific business and the length of your sales cycle, these are the basic types of workflows your company should look to develop.

There are several core components of Outbound Marketing.  Each of these tools can be leveraged to reach different levels of decision makers.  Implementing these aspects as a part of a complete marketing plan is vital to the success of your campaign.

Inbound marketing success is all about great content.  There are several types of content that you can use to bring in customers.  Each type has its own set of guidelines that will help to optimize your messaging and garner the most response.  There are several other types of content that can be used to reach your target audience, but any great inbound campaign will need to contain these three.

Email marketing plays a substantial role in B2B marketing campaigns. Follow best practices when developing an email marketing strategy, and statistics show that there is a higher probability of converting opens or clicks into actionable leads. There are several factors to consider when executing email campaigns, let’s explore 4 tips to increase click through and open rates:

Much has been written in the last few years about the dramatic shift in how technology buyers educate themselves about new solutions. Once very dependent on sales professionals for the majority of the education process, buyers are now using search techniques, email, blogs, video, webinars, and social media for this process.

However, according to B2B marketing research firm DemandGen Report, 77% of buyers do not follow a traditional buying path which means