Sales enablement is just a term du jour for “hooking your sales team up with tools to continually crush it.” I hate the term “crush it,” just because it makes it sound so easy and flippant. As buyers have become savvier and marketing and sales teams have become less splintered, it’s a concept that’s being re-evaluated and applied to the entire lifecycle of a buyer. This is completely changing the sales landscape, and as a result, the required skillsets.
B2B marketers are digging deeper into data about anonymous buyers, enabling companies such as Iron Mountain and SchoolDude to offer personalized content and web experiences to prospects before they identify themselves.
Justin Gray, CEO of LeadMD, provides his perspective on the new marketing cloud presence at Dreamforce this year, while also sharing insight on what customers are looking for from marketing companies and how these needs are spreading into all types of verticals.
LeadMD announced a new online learning platform centered on marketing and marketing automation education for professionals. Navigate by LeadMD aims to help professionals make the most of their marketing investments by featuring thought leadership, tutorials, online classes and other learning resources, according to company officials.
"So often companies make a big investment in marketing tools, then don't have the time or resources to really get the full return on their spend,” said Justin Gray, LeadMD's CEO.“Instead of an out-of-the-box training option that gives an overview rather than a precise approach, the Navigate platform lets users choose the learning that they need specifically to fix a problem or understand a marketing function."
For many marketers, lead nurturing still consists of drip email campaigns that spit out the same series of messages to everyone no matter who they are or where they are in the buying cycle.
Progressive B2B marketers are moving toward lead nurturing campaigns that offer tailored content based on the buyer’s stage in the purchasing process, industry, role in the organization and product of interest, among other factors. Some industry experts are dubbing this best-in-class strategy “Lead Nurturing Version 2.0.”
Marketing automation is an engine that drives remarkable revenue growth for companies that use it effectively. Unfortunately, many firms struggle to put the pieces together when they invest in marketing automation.
This E-book, presented by LeadMD in conjunction with Demand Gen Report, offers a solution to this challenge. It explains how the right marketing automation consultant can unleash the full power of your technology investments, and it will show you how to pick the right consulting partner for your business needs.