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Docalytics Marketing Dashboard

Posted by Ryan Morlok

Fri, Feb 27, 2015

I'm excited to announce the launch of our new marketing dashboard that makes it even easier to see how your content is performing across your entire organization. At a glance, you can see how much traffic your content is driving, how much of that is new versus returning visitors, and how much time they are spending in your content.

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Topics: Platform, Content Marketing, content analytics

How to Use Content to Close More Deals

Posted by Lindsey Graff

Thu, Feb 26, 2015

At Docalytics, we spend a lot of time talking to inside sales teams about the best ways to start productive conversations with their prospects via email. We use these best practices in our thought leadership writing & speaking, as well as in our sales process with our own reps. This post is part of a 3-part series where I distill these learnings into what I call the “3 Cs of Email Prospecting”: Context, Copy, & Content. In this, my third and last, I'll explain how you can close more deals by selling with content.

Content that Sells

Content selling has been getting a lot of buzz lately - it would be a mistake not to leverage the content your marketing department creates for lead generation & nurturing. It can help give you credibility, provide context, and most importantly, offer real educational value to prospective customers, lending trust to you and your company.

At Docalytics, we’ve also seen custom content (such as pilot program recaps, custom proposals, etc.) expand conversation with prospects and close more deals. Even though it takes time to create this type of content, if you’re selling a high-value product, it may be worth it since 90% of customers say they find custom content useful.

Plus, when you’re forced to distill your entire message down into an iphone sized email, there might be more detailed information you’d like to offer without compromising digestibility.

Overall, you should be using content to help you close more deals. Here's how:

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Topics: Sales Insight, Email Prospecting

Docalytics Pro-tip #3: Keeping the Conversation Alive

Posted by Steve Peck

Mon, Feb 23, 2015

So you’ve been using Docalytics for Sales for awhile and you’re noticing how helpful it can be to see which prospects are opening your web presentations and what exactly they’re reading. But isn’t it frustrating when you realize how many people aren’t reading or even opening the collateral you send them?

This is a pretty typical problem, but we’ve found it pays to be persistent. There’s a great slideshare called “20 Shocking Sales Stats” that we reference often. To me, one of the most compelling stats is that the average sales person makes only two attempts to reach a prospect and then gives up when they don’t get a response. Here’s how you can use Docalytics to gauge interest without waiting for prospects to respond.

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Topics: Docalytics for Sales, Docalytics Pro-tip

The Fallacy of Email Open Tracking

Posted by Evan Carothers

Wed, Feb 18, 2015

My father was in the Marine Corps and worked in information and communications. He ingrained in my head that “the more information you have the better equipped you are to make a smart decision.” While I wholeheartedly agree with this (and we at Docalytics fully embrace this mentality), all information is not created equal.

For an information source to be a truly key component in your arsenal, and something you can trust to act on, it needs to be reliable to a fault so you know you aren’t setting yourself up for failure by basing your decision on potentially faulty information. Email open tracking is a tech tool that is starting to become widely used, yet is it truly reliable?

In this blog post, I'll explain what email open tracking is, how it works, and a few shortcomings you should be aware of if you wish to leverage it as an information source in your toolbox.

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Topics: Sales Insight, Inbound Selling, Inbound Sales, Sales

Marketing & Sales Face-off, Part I: Salespeople are Lazy

Posted by Steve Peck

Mon, Feb 16, 2015

Now before you leave offended, please take a moment to hear me out, as this post comes from a good place, aimed at chipping away at the visible gap we so commonly see between marketing and sales.

First and foremost, I am approved to make derogatory claims against sales reps because I'm a salesperson myself. With 15+ years of selling everything from bottled water to high technology under my belt, I’ve observed the lengths that many sales reps go to avoid extra work, take credit for results, and complain about unqualified leads from marketing. In fact, I’ve been known to do all those things myself.

Co-founding and leading sales for Docalytics, however, has opened my eyes to the power of what we call ‘Smarketing’ - Sales + Marketing teams aligned by shared objectives. By building a smarketing culture at Docalytics, both teams have grown professionally by learning from the other. We’re all speaking the same language. It’s because of this collaboration, we’ve generated results that neither group could replicate if they operated in Silos. Where once I viewed the marketing team as ‘colleagues who get me stuff,’ I am now on the verge of placing a giant I <3 MARKETING bumper sticker on the front, sides and back of my car. Okay...maybe that’s an exaggeration, but we really do work better together.

Now this kumbaya energy didn’t happen over night, in fact there was a series of awkward interactions as each group struggled to understand the other. Like early explorers learning to understand and embrace the seemingly odd differences encountered in new cultures, our smarketing team first had to learn to co-exist well before they excelled in collaboration. But don’t take my word for it, there are literally jillions of data-driven statistics out there that show why understanding and adapting to your counterparts’ shortcomings will drive ‘smarketing’ success.

Here are a few of my favorites:

  1. B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth (SiriusDecisions)
  2. Organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates (MarketingProfs)
  3. When sales and marketing teams are in sync, companies became 67% better at closing deals (Marketo)
  4. Companies with aligned sales and marketing generated 208% more revenue from marketing (MarketingProfs)

But keep in mind that 87.2% of the statistics you read online are made up (including that one), so my simple advice is whether you are on the sales or marketing team, make your own push to build true smarketing synergies within your organization. The first, unavoidable step is to understand those seemingly strange colleagues in the cubicles on the third floor. To help with that understanding, I’ll focus this post on being honest about the shortcomings of my own kind, and provide some tips to marketers to excel despite these inherent flaws. But don’t worry, for those subscribed to our blog (hint, hint), we’ll soon hear from our marketing team, who’s been working hard to place the ‘shortcoming spotlight’ on themselves, in an effort to help us simple- minded sales people understand the other side of the smarketing equation.

So let’s remove our gloves and dive right in...

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Topics: Marketing, Smarketing, Sales


Bridging the Gap

Peanut butter didn't always work well with jelly. Same goes for marketing and sales. Read on for data-driven insights aimed at creating 'smarketing' synergy.

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