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Topics your audience cares about and content that is useful to them is at the core of marketing influence. Messaging needs to evolve in response to marketplace resonance, but must not jump around. The big picture must be stable for at least 18 months (it takes that long for repetition effects to really [...]
According to industry research firm Aberdeen Group, companies with best-in-class lead prioritization and scoring systems have a 192 percent higher average lead qualification rate than those that do not.
Sophisticated businesses score their leads using BANT criteria (budget, authority, need and timing) scores, as well as the activity and engagement indicators (email responses, Website [...]
According to research from SiriusDecisions, 79 percent of leads generated by marketing are not followed up on by sales teams. Of the remaining, 70 percent of leads are disqualified by sales because of lack of budget, timing, or other reasons. However, the same data from SiriusDecisions found that 70 percent of those disqualified leads go [...]
According to Forrester Research, marketers who switch from focusing simply on demand generation to closed-loop nurturing are twice as productive.
That requires determining:
A scoring system to categorize leads based on the company’s budget for email management solutions, the contact’s authority, the perceived need, and the timeframe for purchase
The criteria for “success” in terms of [...]
Marketing strategies do not depend on one-shot tactics or miracles: the magic is a low cost, repeatable process involving:
Knowledge of where the buyers hang out. Where do they look for product information? Whom do they trust for advice? What professional organizations are they members of?
Determination of how best to get to buyers. What [...]
Getting ready to work on your business strategy? If you are using traditional strategy tools then be forewarned. Tools like “the five forces” and “blue ocean thinking” make constant the very parameters that are up in the air: industry definition and knowledge about competitors, suppliers and customers.
It is far more dynamic to represent your market [...]