All posts by Danny Kear

Feeding the Content Beast Doesn’t Have to Be Scary

By | Content Marketing, Marketing Strategy | No Comments

It’s that time of year again—time for haunted houses, trick-or-treating, and pumpkin spice everything. It’s also a great time to talk about content marketing. Content marketing is a proven strategy for growing business, which is why 69% of the most effective B2B Marketers have a dedicated content marketing group in their organization.[i]

Nevertheless, some companies are frightened by the idea of “feeding the content beast.” It’s understandable—producing a consistent output of fresh content that your audience loves may sound like a difficult task. Fortunately, applying a few simple principles can make creating great content more of a treat than a trick.

Read More

How to Create High-Octane Content

By | Content Marketing, Marketing Strategy, Writing Marketing Content | No Comments

Today, more and more businesses construct content marketing “machines” designed to do one thing:

Blast through the clutter by building content that matters to your audience.

Companies that create fascinating content do more than delight readers—they make connections. If you set up your systems properly, and you have the right team members in place, the content you build will help you discover qualified leads and open the door to mutually profitable relationships.

Read More

What’s in It for Me? A Checklist for Creating Relevant Content

By | Content Marketing, Digital Marketing, Marketing Plans, Marketing Strategy | No Comments

Everyone is doing content marketing, and most are doing it badly. Just two statistics tell the whole story:

  • 91% of B2B marketers use content marketing.
  • 2 out of 3 do not believe that the content they produce is effective.

Why is so much content ineffective?

Relevant, effective content needs to answer the question, “What’s in it for me?” Good content delivers obvious value to its audience. It gives them a reason to devote their time and attention—even just a few minutes of it.

Fortunately, creating content that answers the WIIFM question isn’t too difficult. Marketers who take the time to follow a structured process can consistently create messages that make an impact.
Read More

The Difference Between Lead Nurturing and Lead Management (And Why You Need Both)

By | Lead Management, Lead Nurturing, Sales and Marketing Integration, Sales Strategy | No Comments

You’ve probably heard about the importance of lead nurturing and lead management. You may have heard about the performance advantages enjoyed by companies that adopt lead nurturing processes. You may even be familiar with specific statistics— like the fact that companies with a lead nurturing process generate 50% more sales-ready leads at 33% lower cost. But do you have a grasp on the real relationship between lead nurturing and lead management? We’ve got you covered.

Read More

Why Status Matters in Sales and Marketing

By | Sales and Marketing Integration | No Comments

The Importance and Process of Updating Lead Status

Sales and marketing. A match made in heaven.

Of course, like any relationship, the relationship between marketing and sales requires hard work and good communication. One of the most important areas of contact between these departments is lead status feedback from the sales team.

What is “lead status?” Lead status is simply an abstract way to describe your team’s relationship with a lead. Updating lead status involves assigning a category such as “open,” “attempting contact,” “disqualified,” or “sales qualified.”

When sales professionals devote time and energy to updating a lead’s status, everybody wins. Maintaining a current and accurate database helps the sales team identify areas of strengths and opportunities for continued training.

From a marketing perspective, the insight gathered from lead status data is invaluable. In a marketing department’s mission to generate relevant leads, continuous improvement is imperative. This data informs the direction of marketing messaging, and drives a constant process of perfecting lead scoring techniques (you can learn more about lead scoring with this helpful infographic).
Read More