The classic role of marketing in the past existed solely at the top of the sales funnel. Marketing campaigns were typically designed to increase awareness and generate interest, the sales team would then take over. But that has fast changed as buyers are spending more time doing their own research on products/services that they are interested in. Today, most B2B buyers are already 57% of the way through the buying process before they first connect with a rep. Majority of buyers have already identified their problem and know the solution. Research has shown that buyers are not influenced by sales tactics anymore. With consumer behaviour changing, marketing teams are realizing that their role throughout the buyers’ journey has also changed: They need to play a bigger role further down in the buying cycle.

In 1996 Bill Gates coined the “content is king” phrase. Years later marketers began to ask the question if content was dying as the web was flooded with huge amount of information.

COVID-19 pandemic has forced marketers to rethink their existing cut-and-dried marketing playbook. The old ways of growing a business are not ineffective. Digital transformation has sharply increased. As Think With Google notes, CMOs in all industries are adopting technology to meet new challenges in the pandemic recovery period.

This summer, rather than stick to the same schedule that I normally have, I did something quite different. This summer I found myself a co-op placement. Here’s my insider perspective as a summer intern:

Throughout my month interning at One Red Bird, I’ve learned more about marketing than I would in four months in a marketing course. Being behind the scenes of how a business functions, and brainstorming ideas for a marketing firm and their clients, has made me look at the business field differently.

A strength of most marketing automation platforms (MAP) is that they can be used in as many creative ways as you can come up with. While a MAP isn’t typically thought of as a tool for product marketing, there are some really great ways to use your platform to help your product marketing team be more successful.

Automated inbound marketing campaigns are great for lead generation and conversion, but don’t let the “automated’ aspect of these campaigns fool you. You don’t just turn them on and let them run.

Over time web sites can get clogged with information that has been posted, forgotten and become stale or obsolete. This makes it difficult for visitors to your site to find what they're looking for and inevitably they cut their visit short. In order to keep your visitors browsing your site,

I don’t think it’s possible to succeed at B2B content marketing without making good use of the sales funnel concept. It’s an indispensable tool.

A standard feature of most marketing automation platforms is the ability to pause our lead nurturing programs when it’s beneficial to do so. But often overlooked are the benefits of being able to pause individual leads in a program.