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“But Did They Read It?” - Providing Content Insights For Sales Success

Posted by Steve Peck

Fri, Apr 18, 2014

Last week we announced our complete Marketo Integration. This week we spoke with one of our newest customers, who conveyed an interesting story about the first white paper lead generation campaign he implemented via Marketo over 5 years ago, which illustrated the importance of capturing and sharing content insights, or a propects digital fingerprint with sales colleagues.
The marketing team had worked hard to create engaging content, and after the first inbound lead was captured from the gated form in front of the content, the marketer excitedly went to the office of their head of sales to inform her that the company had “just received their first document download and the new lead was already populated in the companies CRM!!!” To this, the sales executive calmly looked at the marketer and said, “That’s great, but did they actually read the document or just download it?”
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Topics: Sales Enablement, Sales Insight, Inbound Selling, Marketo

Stacking the Deck: Card Games & Sales Enablement [Part 2]

Posted by Evan Carothers

Thu, Apr 3, 2014

Stacking the Deck, Topic #2 - Keeping an Ace up Your Sleeve

This is the second post in our "Stacking the Deck" blog series - read part one HERE.

While sneaking an extra card into your hand is a great way to get yourself invited to leave a poker table (or shot under the table in the wild west), it’s highly encouraged in Marketing. Having that extra card opens the possibility for a much better hand. As marketers we can do this by providing new layers of engagement & informational data about our leads, which opens the possibility for tighter segmentation and more accurate predictions.

 

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Topics: Sales Enablement, Sales Insight, Inbound Selling

Stacking the Deck: Card Games & Sales Enablement [Part 1]

Posted by Evan Carothers

Thu, Mar 13, 2014

Ante-Up

As a marketer, the most frustrating thing your salespeople can say is, “Following up with Marketing leads is a waste of time.” Just like that, all your painstaking planning and hard work is dismissed with a single sentence. So why would they take money out of their own pockets by neglecting readily available leads?

The answer is: “a breakdown in communication between marketing and sales departments.” Process flow and lead handling are an infamous point of contention between the two departments, and the source of millions of grey hairs around the world.

But marketing and sales don’t have to be at odds with each other. Under the new discipline of Inbound Selling, popularized by Frank Belzer in his book Sales Shift, tactics and strategies where marketing & sales work with the same process (to delight, educate, and actually help) our customers are becoming not only the norm, but a requirement for success. The only way to accomplish that is to stop the finger pointing and realize sales & marketing are two sides of the same coin .

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Topics: Sales Enablement, Sales Insight, Inbound Selling

Accessing Document Analytics & Lead Engagement Insights Within Marketo

Posted by Steve Peck

Wed, Mar 5, 2014

Docalytics took major steps this month to further strengthen our partnership with marketing automation leader Marketo in order to deliver enhanced content marketing analytics and actionable inbound sales insights right into a Marketo user’s account.

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Topics: Docalytics, Lead Nurturing, Marketo, Marketing Automation

Success Beyond the Send: Content + Email [Best Practices]

Posted by Evan Carothers

Thu, Jan 23, 2014

Email marketing is a tried-and-true method of reaching customers for B2B companies. Regardless of if you are buying email lists or generating leads via inbound marketing, PPC, and advertising, you are spending a lot of money to get your message, content, and call-to-actions in front of those people. In the B2B world professionals are accustomed to getting inundated with emails. In fact, 54% of emails sent by businesses are marketing messages.

 

It’s getting increasingly more difficult to get the attention of your leads via email - In fact the average clickthrough rate for B2B marketing emails in Q2 2013 was only 1.7%.  Providing additional content and resources (such as white papers, ebooks, etc) as part of your email campaigns has proven to be a highly successful tactic. But successfully leveraging document-based content in your emails can be tricky, so we compiled a list of best practices to help you with your next big email campaign...

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Topics: Content Marketing, Web Analytics, Email Marketing

    

Simply Smarter Marketers

The Docalytics Blog delivers analytics driven resources and expert viewpoints that help marketers understand the science behind creating effective content. This blog is published by Docalytics, provider of the worlds most robust tool for tracking reader engagement and reporting on content effectiveness through Simply Smarter Documents

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