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  • From Marketing to Sales Qualified: The Importance of Lead Scoring and Nurturing

    From Marketing to Sales Qualified: The Importance of Lead Scoring and Nurturing

    The buyer’s journey is a popular phrase in marketing offices all over the world, but it’s more than just a trendy buzzword. When you break it down, the phrase tells you everything you need to know about customers. Each buyer is different, and each buyer takes their own path from lead to eventual customer.

    As a marketer, it’s your duty to figure out what the buyer’s journey means to your marketing and sales teams. Which leads are considered marketing qualified leads, and which are considered sales qualified leads? How can marketing create better content to pull in a more interested audience? When does sales make the first phone call?

    It’s critical that you understand the entire buyer’s journey and how your company’s actions play into moving customers down the funnel. With that in mind, we’ve compiled a guide that can help your marketing and sales teams decide how they fit into the buyer’s journey, giving your company the insights needed to boost lead to customer conversion rates.

  • 10 Smart Best Practices for Local Sales and Marketing Initiatives

    10 Smart Best Practices for Local Sales and Marketing Initiatives

    The importance of local marketing for small business owners cannot be overstated. Although the Internet enables you to spread your message to the entire world, if your primary focus lies with creating a loyal group of customers in your immediate area, you’ve got to put in some extra effort. Not only is a local focus smart for business, but it also enables you to gain access to an entire community’s worth of resources, some of which may become lucrative business partners.

    To ramp up your local presence, here are 10 of the best tactics to enhance your local sales and marketing efforts.

  • What Skills Should I Look for to Build Successful Marketing and Sales Teams?

    What Skills Should I Look for to Build Successful Marketing and Sales Teams?

    Each year, companies all over the world are bombarded by hopeful candidates who hope to join their sales and marketing teams. However, there’s more to landing a marketing or sales job than simply possessing the right degree. The sales and marketing professionals in today’s world require a wealth of soft skills and personal traits that aren’t easily communicated on a resume. Bringing in people without the necessary credentials and skills is not only a waste of time, but it can bring your company’s productivity to a standstill. Here are some of the skills you should look for when hiring new team members as well as when training your current sales and marketing staff as you work to make your teams the best they can be.

  • How to Set a Service Level Agreement Between Marketing and Sales

    How to Set a Service Level Agreement Between Marketing and Sales

    The pressure you feel most of the time in your marketing or sales career is from facing the unknown. If you are working really hard, passionate about your customer service, marketing, sales or business development, take a moment to answer the following yes or no questions:

    • Do you know your revenue and growth goals for the year?
    • Do you know the calculated lifetime value of a customer?
    • Do you know how much revenue will come from existing clients?
    • Do you know how much revenue needs to come from new business?
    • Do you know exactly how many inbound leads you need to get there?

    Even with the most advanced sales and marketing technology, most of us are not able to answer all of these questions, predict the future or properly prepare for growth (and that's okay). I myself was not able to answer these questions until I made a new process along with a completely solo effort to spearhead marketing and sales with the "do it myself to prove it" and teach others later approach our business has taken. 

  • Defining Sales Qualified Leads and How Marketing Can Deliver More

    Defining Sales Qualified Leads and How Marketing Can Deliver More

    While the nuts and bolts of marketing differ by objectives and industries, every marketing initiative has a common goal: to generate as many qualified leads as possible for the sales team. However, there’s more to this equation than meets the eye. Once you capture a lead’s information, you’re tasked with converting that lead into a customer, which both marketing and sales see as a daunting task. How daunting? Fewer than 15 percent of leads are sales-ready when marketing hands them over to the sales team.

  • 5 Ways To Start Developing Customer-Focused Sales and Marketing Teams

    5 Ways To Start Developing Customer-Focused Sales and Marketing Teams

    According to a study done by the Corporate Executive Board, 87 percent of the terms used by sales and marketing departments to describe each other were negative. In other words, for every eight words sales said about marketing, seven were negative. That’s not good for your company’s morale, and that’s not good for the growth of your business. Most importantly, this discord spells disaster for your customers.

    If your sales and marketing departments are at odds, there’s a pretty good chance that the disconnect — and the bickering that ensues from this conflict — takes precedence over the customer experience. A customer who isn’t getting his or her needs met will very quickly become a former customer. And the truth is, sales and marketing need each other. Peace between sales and marketing is necessary, not just to meet their internal metrics, but to wow and delight customers to build loyalty in the long run.

    A world in which sales and marketing play nicely together might seem far-fetched, but it’s a lot closer to your grasp than you think. Here are five ways you can get your marketing and sales alignment set up so that both groups can focus on making your customers happy.

  • Steps to Recovering from Last Year's Failed Marketing Program

    Steps to Recovering from Last Year's Failed Marketing Program

    If you haven’t failed, you aren’t marketing. And while we’d all love to hit the jackpot with whatever marketing strategy we roll out, the reality is that certain tactics and campaigns just don’t yield the results we expect. The good news is that failure is a necessary step in building an effective marketing strategy, and if you can learn from your failures, you’ll be well-equipped to handle success in the future.

  • How to Plan Your Next Marketing Campaign Like a Pro

    How to Plan Your Next Marketing Campaign Like a Pro

    We’ve shared a lot of marketing strategy know-how in the first quarter of 2016. From a sales and marketing alignment how-to post, to a video we put together about the elements of an effective marketing strategy, we’ve got your back. But there’s one critical topic we haven’t covered yet: how to actually develop marketing campaigns that support your overall strategy.

    As we wrap up our Q1 campaigns at Cleriti, we’re bringing our topics full circle to make sure you’re equipped with all the tools, techniques and tactics needed to do inbound right. In this post, I’m going to fill you in on the specific elements that make up an inbound marketing campaign, as well as how to document a campaign’s progress to hold yourself and your team accountable for carrying it out.

    Here’s a step-by-step guide to the process we use at Cleriti to develop quarterly, content-based campaigns for our B2B clients, as well as for our own marketing efforts. Get ready to absorb some serious inbound knowledge.

  • The True Cost of Having No Marketing Strategy At All

    The True Cost of Having No Marketing Strategy At All

    The best marketing campaigns don’t simply happen by chance. They’re carefully crafted and executed, and they’re designed as just one part of an overall strategy. In other words, they don’t just catch lightning in a bottle. And that’s the thing that many marketers don’t realize. So many companies want to produce something that goes viral, but they don’t know how to link that viral content to their other marketing initiatives and use it to convert actual customers. Without taking that next step, the viral content is worthless.

    While the idea of sitting down and creating an entire marketing strategy may seem intimidating or not worth your while, the reality is that not having a thought-through plan can be highly damaging to your bottom line. An effective marketing strategy for a small business is an absolute must for any company that wants to make its mark in 2016 and beyond.

    Here’s what you’re really losing out on if you decide to execute tactics without a true marketing plan.

  • 7 Reasons Why Your Marketing Strategy Never Works Out

    7 Reasons Why Your Marketing Strategy Never Works Out

    On paper, your marketing strategy might look flawless — if you use XYZ tactics in ABC channels, your audience should be engaged. Unfortunately, your target audience might not respond exactly how you predict, and it’s not uncommon for companies to discover that broken processes or holes in their strategy are hindering success. Developing an effective marketing strategy isn’t as simple as it seems — it takes hard work and lots of management to carry it out. But more than that, it takes a total commitment to giving your ideal customers exactly what they need, when they need it.

    There are many ways a company can get off track as it leverages marketing to drum up new business. Here are seven reasons your marketing strategy might not be working out as you’ve planned, and a few tactics to overcome these common challenges marketers face every day.

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