What is a Grande Guide?
If you've read our guides before, you know what they're all about. But if not, our Grande Guide series is designed to equip marketers with the maximum amount of knowledge they need to tackle new trends, technologies and topics with a minimal investment in time.
Lead scoring is an objective ranking of one sales lead against another. This not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process.
Your success as a marketer depends on your ability to help the sales team sell. While a number of factors play into this success, passing on knowledge and content is key. After all, many salespeople spend inordinate amounts of time researching prospects, contacting those unlikely (or not ready) to move forward, and creating content to facilitate the buying process.
Email deliverability and privacy matter more than ever. The first reason is that existing laws – and new ones on the horizon – up the stakes greatly for companies that don't comply with standards and regulations. Second, today's email marketers are finding it harder and harder to be heard. As a result, they need to master deliverability and privacy to rise above "noise" from social media, other email marketers, and even new techniques like word-of- mouth marketing.
This Grande Guide is all about social media, but with a twist: We focus exclusively on the unique needs and interests of CMOs. Lastly, we acknowledge that "media" is a plural noun, and therefore should require a plural verb. However, for readability we have treated the term "social media" as singular–don't call the grammar police.
While editing on behalf of your company (or any organization in which you have a financial interest) is discouraged, Wikipedia does not unilaterally forbid such efforts. Instead, it adamantly requires that any edits you wish to make advancing your goals also advance – or privilege – Wikipedia's goals. Otherwise, you're likely to run into big trouble. This Grande Guide helps you think about how to accomplish both objectives.
At its core, lead nurturing is the process of cultivating leads that are not yet ready to buy. Successful lead nurturing anticipates the needs of the buyer based on who they are (using profile characteristics like title, role, industry, etc.) and where they are at in the buying process. Nurturing keeps prospects engaged by providing relevant content (such as white papers or webinars) that are the best fit for their situation.
When you think of social advertising, you might think of the ads you see on the side of your Facebook profile, and you'd be right. Partially. Social advertising is about advertising on social networks. But it's also about enticing people to interact with your ads, instead of blocking them out.
Content marketing is the art of creating, curating and distributing valuable content, combined with the science of measuring its impact on awareness, lead generation and customer acquisition.
While just about every business is talking "social" these days, we know making it work for demand marketers is a tough nut to crack. But after reading these articles, interviews and resources, you'll be ready to start building social into your demand generation strategy.
Thousands of marketers spend countless hours building up organizational brands. They write copy for ads, craft storyboards for videos, maintain blogs, and run accounts on social channels like Facebook, Twitter and LinkedIn. But few put the same level of energy and enthusiasm into their personal brands.
Community management has become one of the most important, yet least understood roles in marketing. A good community manager acts as a bridge between the internal and external stakeholders in your brand by performing three critical functions:
Building a B2B blog is very different from blogs that are geared toward consumers. Understanding the needs of these two very different audiences will help your company build a blog that's right for your stakeholders.
Customer relationship management (CRM) has been around for at least two decades. It was created to help companies operationalize the practices and processes that would improve their relationships with customers. At least in theory.
Social selling is the practice of leveraging social networks and the associated tools in the overall sales function from lead generation, to closed deal to account management. The best part is social media is changing the way we sell for the better.
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