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Is Your Content Marketing A Step Ahead Of The Pack?

Drive More Leads And Fuel Your Revenue Generation With A Buyer-Focused Content Marketing Strategy

These days, it seems like everyone is doing content marketing to cash in on buyers’ internet purchasing behavior. With all the competition out there, you need to differentiate your content to win your share of leads and generate more revenue.

Take an honest look at your content, and ask yourself a few questions. Are you writing directly to your buyers? Are you addressing the pains they feel on a daily basis? Does your content target prospects at each stage of the buyer journey?



What Is Sales Enablement?

How Does Sales Enablement Help Me Generate Consistent Revenue Growth?

I get it; marketing and sales consultants have a tendency to use a lot of fancy jargon. To some of you this might be one of those terms, but understanding what sales enablement means might also be the difference between missing your revenue goals and exceeding them, this year and next year.

Forrester, the research company, defines sales enablement as “a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customers problem-solving lifecycle to optimize the return of investment of the selling system.” Wow, that’s fancy.

Let’s keep trying. HubSpot offers a definition of sales enablement. They consider it the technology, processes and content that empowers sales teams to sell efficiently at a higher velocity. That’s pretty good, but still a little technical for my tastes.



Revenue Growth Has To Be Earned

Visits, Clicks, Downloads, Views And Conversions Are Easy; Revenue Is Hard

At Square 2 Marketing, we’ve been spending a lot of time talking about revenue. How do we help our clients generate it? How do we help our clients predict it? How do we help our clients drive sustained revenue growth?

With all that talk, it occurred to me that impacting revenue at almost every business is a highly complex and detail-oriented mission. There are many moving parts and a lot of factors involved in whether revenue is growing or not.

A lot of hard work must go into convincing people to do things differently, changing processes, changing tactics, adding technology and thinking differently. When this hard work and investment gets applied and executed correctly, revenue grows. But it doesnt happen without the hard work. Revenue has to be earned. No one is going to hand it to you.



Are You Following Up Correctly On Your Inbound Marketing Leads?

If You're Not, You Might Be Throwing High-Quality Inbound Leads In The Street

We get notified every time a client gets a new lead from their inbound marketing program, and most of the time we verbally follow up on those leads. We want to be sure our clients received them and they’re following up proactively and attentively. You would think that since we (our team and our client) worked so hard to generate the leads that following up would be a guilty pleasure, something everyone would be happy to do.

Think again! In at least one case, I recall asking a software client about a demo request that came in about a week earlier. “Hey John (name was changed to protect the innocent), how did that demo go? I saw the request come in; is that a good sales opportunity?” John replied, “Oh, were we supposed to call that guy? I wasn’t sure what to do with that.” I tried to remain calm, but it wasn’t easy. Someone asked to talk to you about buying your software, and you weren’t sure if you should follow up?



HubSpot, Marketo, Pardot Or Eloqua? Marketing Automation Mash-Up

Here’s How To Pick The Right Marketing Automation For Your Company

You’ve heard enough. You’re ready to add marketing automation technology to your company’s sales and marketing efforts. You’ve had a CRM for years, it’s been valuable and now you’re ready to add the marketing piece of the puzzle. But how do you decide which marketing automation software to purchase? There are a lot of choices, and it’s not apparent which one is the best for you.

First, a lot of websites evaluate software, and most of them have a section on marketing- and sales-related software. Capterra is one of those sites, and it features a robust marketing software section. Other sites you might find helpful include G2 Crowd and Clutch. Some people are comfortable starting their research on sites like this, where you get what appear to be independent yet high-level evaluations and comparisons of the many different marketing software tools available.



To ABM Or Not To ABM: Is Account-Based Marketing Right For You?

ABM Is Hot, But It’s Not Right For All Types Of Companies

A lot of people are attracted to the newest shiny object. Account-based marketing (ABM) is one of those for people in marketing and sales. It’s white hot right now. Several successful technology companies are promoting ABM, and a lot of marketing experts are talking about how ABM is the only way to market your company these days.

While we agree that ABM does offer marketing and sales leaders an innovative approach to driving awareness at targeted companies, we also believe it needs to be used strategically and that it’s not right for everyone. In this article today, we’ll look closely at who should be considering ABM as one of the tactics in their marketing portfolio, and who should consider leaving it off their list for now.



Shocking Data: Searchers Are Clicking On Paid Ads Instead Of Organic

Or Is Google Making It More Difficult To Tell The Difference?

In the world of marketing, the only constant is change. For years, we told clients that most searchers trusted organic search listings more, and the data supported that. Historically, about 70% of searchers preferred the organic listings, and they voted by clicking more on those organic listings.

But now, in an insightful article from, we find out that Google has been doing such a good job of camouflaging those paid ads and making them look more like the general organic listings that its more like 50/50.

We all know what’s in it for Google. The more people click on ads, the more money Google makes. The more those ads look like regular listings, the more people click on them thinking they’re regular listings.



ABM, Targeting Tiers And Other Demand Generation Tactics You Need Now

Driving Leads And Awareness Requires Innovative Marketing Techniques; Here Are A Few

As I’ve stated many times in this blog and in all of my speaking sessions, marketing, sales and revenue generation in general have become much more complex. Dramatic changes in your prospects’ behavior are primarily driving this complexity. In short, people go about making a purchase decision in a much different way than ever before.

This means that many of the existing marketing and sales playbooks are ready for the fire pit. One of the most dramatic changes taking place is the way companies reach out to people who don’t know them, who are not yet searching and who might be unaware that a solution exists. While inbound marketing has been a hot topic of conversation over the past few years, today we’re blending inbound and demand generation tactics together to produce better results.



Your Shopping List If You Want Inbound Marketing Leads

WARNING: It’s a long list if inbound marketing leads, sales opportunities and new customers are on the menu.

In our house, I’m the guy who goes to the supermarket a lot of weeks. I like going and my wife doesn’t, so it’s a match made in heaven. However, for me to return successfully, I need a list of items she needs or wants for her upcoming week.

We collaborate on the list and off I go. It’s a system honed over many years and it works incredibly well. I know it’s not rocket science, but it’s a metaphor, so bear with me.

Today’s marketing is just as complicated as heading to the supermarket. With grocery shopping, numerous options exist for every purchase, items are located all over the store (which is huge), price is always a consideration and people in your household may have different dietary requirements.

Marketing is similar. Do we need to redo our website? How much content do we need? What about technology, email marketing and lead nurturing? What about the people who are not searching for us? You need a complex set of tactics to get marketing right.



Why You Need To Align Sales And Marketing This Afternoon

Maybe You Can’t Get Everyone Aligned This Afternoon, But You Can Make The Commitment To Alignment

This question about sales and marketing finally working together has been taxing executives for years. Sales hates marketing and marketing hates sales. This must change, and it has to change for one good reason: The prospect has changed.

Today, your prospects are everything. Their buyer behavior and their buyer journey must be 100% aligned with your marketing and sales execution. If your typical prospect life cycle and buyer journey is two weeks, then you should match that with sales and marketing. If its nine months, you should be matching that, too. If they need a ton of education, match it. If they need to be intimate with the creation of your recommendations, give it to them. The only way to truly deliver a remarkable experience to your prospects is to align, combine and completely integrate your sales and marketing effort.