From, “I can’t get enough leads,” to “my top of funnel conversion rates need to improve” – there are plenty of common yet worthwhile challenges for marketers to conquer in top-funnel marketing.
You know, for marketers, this is a really relaxing time of year, what with the upcoming holidays, temperatures dropping, and year-end revenue numbers to hit. Oh, and all that measurement we need to wrap up to show off our good work in 2014!
Don’t ask me how to introduce your product to new prospects. You’re bound to get an earful. An earful that begins with one word: Don’t.
Collective brain power is the kind of stuff that moves mountains. If you get enough smart people in a room riffing together in rhythm, there’s not much in this world that can slow such synergy down.
The data contained in your marketing database drives all of your marketing programs and represents numerous opportunities to grow your organization’s revenue. However, research shows that more than 50% of companies do not have a process in place to manage this precious resource.
With pressure can come conflict, particularly between sales and marketing. According to our Aberdeen Group research, effective communication goes a long way in maintaining the relationship. And, often, leveraging the right set of metrics sets the tone.
They say the road to success is paved with failures. Similarly, the buyer's journey is laden with opportunities for leads to get derailed.
Predicting and measuring revenue relies on your ability to track the progress of leads as they travel along the road to revenue. However, like many things, it is easier said than done as this road is fraught with distractions.
Recent Aberdeen research has shown that the rise of content marketing has driven all marketing teams to become publishing organizations – this shift in the role of a marketer requires CMOs to think differently about how we hire and what we look for.
Squeeze your top-of-funnel target audience with product-focused content or messaging that’s intended for mid-funnel, and you’re wasting your time and your audience’s attention. It sounds pretty clear cut – don’t do this if you want to be an effective marketer – yet, with limited resources, misaligned expectations, or other pressures, any of us could potentially fall into this bad habit.
