MarketStar Blog

The right content can help your organization create a connection with audiences; it has the power to make them sit up and pay attention to your brand. If you can leverage content to deepen relationships with customers or prospec ts in an authentic and human way, instead of focusing only on the sales aspect, your results will increase exponentially in the long run. 

Lead nurturing involves segregating and advancing leads based on their position in the purchase cycle. Evaluating lead nurturing process is rather complex as one cannot only look at revenues (otherwise considered the ultimate measure of success) to understand if the process is working or not. Here are the top three key metrics that one needs to consider in order to understand the effectiveness of one’s lead nurturing process: 

Lead management is a fairly codified process. To be efficient, companies rely on the steps involved to be the same every time: attract customer interest, contact the interested party, collect and distribute information from the response and pass the lead on to the sales department. 

The SEO landscape has altered inordinately in the past few years with the demise of traditional SEO as we know it. Practices such as link-spamming, keyword stuffing, comment spamming, backlink image stuffing are now things of the past; making way for rich content and enriching multi-screen user-experiences holding the key to customer attention and loyalty reflected in high search engine rankings. The most important development is the upsurge in the usage of mobile devices in almost every stage of the purchase funnel. With the phenomenal increase of mobile usage to consume and share information; search engine optimization is no longer just about desktop SEO but also includes mobile search results. Google has predicted that mobile search will overtake desktop in the next few years, which makes it more important than ever before for marketers to focus their efforts on enhancing discoverability on these devices. 

Marketers are often under the impression that desktop and mobile optimization is one and the same; as a result, they employ similar keyword strategies and tactics for both. But they are far from being similar. The truth is mobile SEO differs significantly from desktop SEO mainly because it connects brands to its customers in a very different environment. In this post, we will give you tips on how to attract valuable search traffic from mobile devices.

The web is flooded with webinars, one of the best content marketing tools that helps reach out to your target audience and get leads. The success of a webinar depends on how well you plan and prepare before the actual presentation, besides marketing it the right way. It is essential to identify the key metrics needed for creating maximum impact through a webinar.

The goal of sales enablement is to provide salespeople with the resources and the training to help them sell their products and services to customers more effectively. A good sales enablement program is designed to enhance the customer’s purchase experience by providing sales-people relevant content and tools to compellingly address the needs of the customer at each stage of the buyer’s journey. With a plethora of enablement solutions in the market, companies need to evaluate the various solutions to see which one fits their business needs well. That being said, sales enablement solutions need to be equipped with certain must-have features that are crucial for every kind of business to optimally benefit from them.  

B2B sales has become increasingly complex in recent years. Simply put, the salesperson is no longer in charge of the sales process. Sample these facts:1 

Lead nurturing is an excellent way to advance prospects further along the purchase funnel. While marketers acknowledge this and use it in order to generate qualified leads, they often complain that it does not give the best results. Whether you are already using lead nurturing to manage leads, or are planning to use it in the future, here are some facts that will help you find success with your lead nurturing efforts: 

Customers today want personalized, relevant content, and they want a consistent experience across all digital content channels. They also want anywhere, anytime access to content. While enterprises have managed to create a variety of great content to cater to this demand, they spend a lot of time and money in creating the same type of content again and again, duplicating efforts and repeating redundant processes. All this because of the lack of a mature approach to manage content. 

Enterprises continue to use legacy multiple platforms and solutions to store, manage, and distribute content. Instead of the ad hoc use of technology, enterprises need a Content Maturity Model to manage and monetize their content assets. Marriott’s content strategy is a great example of how an enterprise can completely reinvent its content strategy to stay competitive.1  

A content maturity model helps enterprises: 

Although Business-to-consumer (B2C) ventures have caught most of our attention, a number of factors still stand in the way of a successful takeoff. Affordability is still a problem, with connectivity rates not dropping fast enough. Many consumers are also taken by “app fatigue”, as having to coordinate between dozens of apps that each control one or a few of the smart devices or appliances in their lives is making life more cumbersome than convenient for them.1 More importantly, consumer-facing ventures are still struggling to find the balance between innovation and familiarity, to find ways to incrementally introduce users to digitally-oriented behavior patterns.