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I Just Got My Marketing Automation Platform, So Now What?

There’s a perception that once you license a (MAP) Marketing Automation Platform, all your marketing problems are solved.

Not even close.

All too often we see B2B brands making significant investments in marketing automation software after buying into impressive presentations by vendors of the wonderful things these technologies can offer.

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Why Your Email Campaign Kinda Sucks

Save it by giving your audience what they really want

Here’s typical email marketing in a nutshell:

  1. Find (or buy) a list of potential buyers.
  2. Email them to convince said buyers to buy stuff.
  3. Keep sending emails to convince said buyers to buy stuff.

Are you guilty of doing this? Don’t worry, I won’t tell anyone.

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Why Email Marketing Still Matters to Building Products Brands

LinkedIn, Facebook, Pinterest, Vine, Instagram, Periscopeand the list goes on and on. With all these ways to connect, it looks like email is on it’s way out, right?

Wrong.

In fact, more people use email today than ever before. Which is great for building products brands that need to connect with their audience. According to a recent report, more than 3.8 billion people have email accounts.

Whatever the channel, each digital connection still depends on great content and context. Remember what we said here? If the email is not tailored or educational, it will have hard time breaking through no matter what stage the buyer is in. And the only way to ensure the content is tailored is to always, always, know your audience and approach email marketing as a part of an overall Inbound Marketing strategy.

Here are five more reasons why email still matters to the building products industry:

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4 Ways to Evaluate Your Marketing Automation Platform

There are several Marketing Automation Platforms (MAP) out there for B2B brands. The list includes HubSpot, Marketo, Oracle Eloqua and SalesForce Pardot. Each provide unique benefits depending on a company's end goals.

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Content or Context? Here’s Why You Need Both

Both content and context marketing are an integral part of Inbound Marketing. Let’s start by explaining both.

Context Marketing is all about delivering the right content, in the right format, to the right people, at the right time. This will create a closer relationship and a more personalized, relevant experience to your target audience by taking what you already know or what they want to know and using it to engage and advance a visitor into a buyer.

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Turn Your Content into Cash

Leveraging what you already have to grow your business

This isn’t a shady “get rich quick” scheme. It’s a tried and true way to further leverage and scale the investments you already made in developing effective content. As a B2B marketing agency, we define effective content as information that helps a buyer discern, understand or solve his or her problems.

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Inbound Marketing—Fad or Future?

Creating content that attracts your customers

As a B2B marketing agency, we believe Inbound Marketing is one of the most effective approaches to marketing. It’s a term coined by the creators of HubSpot, a marketing software platform, who recognized that cold-calling and email spam were far beyond obsolete. Nowadays, buyers are in control more than ever and have their pulse on the pause button—able to skip forward, rewind or change the channel all together.

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Minding Your Research Q’s

QualQuantQuantQual…, if you are looking to “get to know your users” you are probably sick of hearing these descriptors.

Let’s talk about their differences, their strengths and why I will always advise you to use both.

Qualitative and Quantitative research are both extremely valuable methodologies, but there is a distinct time in your research process for each. First, you need to ask yourself, “What do I want to know?” Think of the actual question you want answered. Really think about it. Right now…

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4 Reasons Why You Need a Buyer Persona

I have to be honest, I was a different kind of researcher a long time ago – a lab coat and Bunsen burner type researcher. When I first learned about buyer personas I thought, “Hmm. Now that’s a little cheesy.”

Now, as a much older and wiser researcher, I am a converted buyer persona believer.

Here are the top four reasons why I believe in buyer personas:

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Sell More with Sustainability

How Levi’s Stadium Already Won the Big Game

It’s that time of year. When we all gather together in living rooms across America, armed with chips, salsa and all the beer we can fit in the fridge. The Big Game is upon us. On February 7, the Denver Broncos will face off with the Carolina Panthers in what is sure to be a grueling fight to the finish, and we here at Point To Point are just as excited as anyone.

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