1. Implement a content marketing program – not random acts of marketing

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    The potential payoff for content marketing and lead nurturing has been well documented by marketing research firms, analysts, marketing automation vendors and (most importantly!) businesses that have successfully implemented lead management. However in the marketplace we see a wide gap in the success businesses have in implementing lead management; we see time and again the difference in results can be predicted based on the answer to a simple question – are you implementing a lead management program, or are you implementing “random acts” of marketing? Said another way, are you relying on your marketing automation software as your solution, or is your software enabling a well-managed program? Here are some ways to determine if you are taking the program-driven approach required to generate the desired revenue growth from lead management. Are the following items documented and understood by your internal teams and vendors/partners involved in managing your marketing? Clear goals...

B2B Marketing Zone