This post has been sitting in my editing queue for a month. Then read a great article on telling stories from Harvard Business Review [Read more...]
Bill Binch, the EVP Worldwide Field Operations at Marketo, [Read more...]
Years ago I was in charge of marketing and demand generation for an online media company. We were publishers whose main product was leads. We would generate leads on our clients’ behalf via content syndication, webinars, etc. We had one client that bought as many leads as they could from us. They had metrics and conversion rates that they would present to us each quarter, a team of marketers working on demand generation and an agency, and an inside sales team dedicating to qualifying leads for sales. Their game was tight. We revered them. [Read more...]
Over the 5 years of this blog’s existence, I have tried to avoid motivational type of content or content focused on the intangibles. Not on moral grounds or anything like that… [Read more...]
Editor’s Note: I asked Jean Spencer of Kapost to put together a “how-to” for the content marketing automation software, Kapost. This is a very cool company based in Boulder, Colorado and is making the lives of content marketers around the world easier.
In the world of B2B marketing, content has taken center stage. Nine out of 10 B2B marketers are using content marketing and, as numerous studies explore, inbound tactics deliver promising leads into the sales funnel.
In a world where buyers screen their phone calls and research options independently of salespeople, marketers use content to attract those buyers and nurture them toward purchase, setting up sales with a pipeline of qualified leads and potential revenue. And we all agree more revenue is a good thing.
But what marketers (seemingly) can’t agree on, is what kind of tool will help them deliver results.
Less than half of B2B marketers report having a documented content strategy. But as the number of blogs, tweets, videos, and eBooks increases the deluge can be overwhelming.
You need a software that can manage your content assets, a single place that keeps track of your strategy, production, and analytics.
Say hello to, Kapost (yes, I’m biased…but, seriously, this product rocks. I use it every day. Ask me anything.). Today, I’ll show you how to use Kapost to manage your editorial calendar.
The editorial calendar is the hub for content management—and, as far as we’ve seen, it’s the most requested feature in content organizational tools.
Hopefully, by the end of all these steps, you’ll be a master of the editorial calendar (and drooling to see what else Kapost can do).
Step 1: Identify Your Contributors
Before you read further or prepare to leave a comment below that I have missed the core elements of sales-marketing alignment, please read my previous work here:
- Best Practices for Building A Revenue Machine
- Sales and Marketing Alignment Reality Check for Marketers
I am a proponent, consultant, advocate for the core elements that have to be in place for sales and marketing alignment and those posts should help you see my point of view. In other words, yes I understand that things like shared expectations and responsibility are critical, but this post is focused on what I consider recent developments in the sales-marketing cold war.
First of all, let me say that a lot of companies are really trying. The relentless blogo-sphere rantings on aligning sales-and-marketing have brought more organizations to the table. Many companies have a qualified lead definition, have shifted real revenue-generation responsibility to marketing, track their efforts, and have generally attempted to become modern revenue machines. I love it. Marketing is at the big boy table. A giant first step has been taken.
Let’s explore some of the new issues hampering alignment but before we do — please take note: I will talk further about these issues with Jason Miller from Linkedin and Justin Gray from LeadMD on an amazing webinar on February 25th at 11am. This going to be a really cool format: We are hosting a debate. I will represent sales and Justin will represent marketing. Jason will attempt to moderate us. Both sides will be represented. Be there for the fight of the century.