Designing content for marketing automation systems is time-consuming and expensive. So you want to create the minimum needed to fuel your marketing and nurturing campaigns. This post provides a high level view of the process we use to do just this. The post refers to a presentation we did at the Pardot user conference, Elevate 2011, in Atlanta in mid-November. That presentation is available as an animated slideshow complete with audio soundtrack. If you want to be a Content Ninja, spend 45 minutes to soak it all in…
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Creating great ads takes talent and skill. But there are ways to do it which take the guesswork out of the process and replace it with sound Scientific Principles. Read this post and learn the 12 ways to create and run PPC campaigns which provide great Returns on Investment.
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Transforming your website into an Inbound Marketing Automation Prospect Magnet can be some real work. So before you launch your project, you may wish to read this post to see what’s in store…
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It’s no secret that lately most of us have been selling less products and services than we would like to. But 48% of sales people missed targets in 2009?
And the trend is expected to worsen in 2010/2011? But the recession appears to be ending – why aren’t sales picking up? This post expores the problem…
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The first Pardot Marketing Automation conference was held this week in Atlanta, Georgia, Pardot’s home town. Among the insights we gleaned by attending are that a great analytics tool called GoodData has been built into Pardot’s Prospect Insight, and it promises to make it much easier to derive real insight into your Inbound Marketing Automation process.
Turns out that Toronto is a hotbed for Inbound Marketing Automation and an unusually large number of attendees were people we knew, had heard of, or have worked with already.
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Much has been written on the subject of Landing Page design, but this post is the most concise, informative and valuable one we’ve seen.
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Inbound Marketing and Marketing Automation work best when treated as a Process and not just a collection of software tools and techniques. Using the Continuous Process Improvement approach of Think, Plan, Do, Measure and Repeat will ensure that your Inbound Marketing Automation system runs efficiently and that, over time, your system performs more and more effectively. Done right, it really is a path to continuously improving marketing and sales performance.
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For more than 25 years I have been expounding the virtues of a highly trained and motivated sales force for companies of all sizes. Back in the 80’s and even into the 90’s, the cold call ruled as a source of qualified lead generation. Whether companies employed call centres, hunters or had the salesforce making [...]
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Until now, Usability Testing has been expensive, difficult to do regularly because it needs many people to do the testing, and has thus traditionally been restricted to large companies with deep pockets. But now your Inbound Marketing Automation system can do it for you, with huge sample sizes (dependent only on your traffic volumes), and literally for free (i.e. no additional costs). This post provides some ideas about how to improve your site by making it as usable as it can be.
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In case you missed it, this week print advertising in the US was hit with a punishing blow. For the first time ever, US advertisers will spend more on digital marketing than on print this year.
What is B2B print publishing doing about this threat to their existence? What are these venerable marketers doing to recast their value-added and their vision?
I recently had the opportunity to meet with one of Canada’s leading B2B print publishing houses …
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According to Wiki, Outsourcing often refers to the process of subcontracting to a third-party. Outsourcing can yield significant cost savings, dramatically improve performance all round, or… There’s no shortage of horror stories describing how Outsourcing produced disappointing results and in some severe cases, the loss of a company’s core competencies which in turn caused the company to fail.
So just how do you decide if you should Outsource, and if you do decide to do this, how do you pick the right partner? This post attempts to answer these questions.
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All too often we come across a website which just doesn’t work well. We either bounce immediately, or we try and use it because we want/need something it’s offering, but it’s just too difficult and we leave in frustration. From a company’s perspective, when that happens they have literally wasted every dime they spent on designing and building the site. This post is aimed at helping you to avoid that problem.
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I came across an interesting post yesterday over at Marcom Inc, called, “How Registration Forms are Killing B2B Software Marketing”.
The author cited a statistic from an interview with Jay Halberg, VP Marketing for network monitoring software provider, Spiceworks, on the Savvy B2B Marketing blog. According to the post, 75% of visitors to the Spiceworks site [...]
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With tight budgets and an increased focus on cost accountability, the subject of ROMI (Return-On-Marketing-Investment) is getting more and more attention in the b2b marketing world. In this post, we’ll cover how Inbound Marketing and Marketing Automation makes it easy for you to calculate the ROI of your internet marketing, given that your website is [...]
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Marketing 2.0 is well underway in the business-to-business world, and many B2B companies are actively seeking to build that “Inbound Pipeline” of high-quality sales leads.
How close is your company to taking advantage of this accelerating shift to Inbound Marketing? And what is required to turn your existing website into an effective Inbound Marketing Website?
Before we [...]
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You’re probably either running a b2b social media marketing campaign already, or are wondering how to do so. I thought I’d share with you how I do social media on behalf of Gossamar. Being a Process bigot, I run my campaigns according to the mantra: Think, Plan, Do, Measure, and Repeat.
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Did you know that 70-75% of all search queries on Google and other search engines are in “The Long Tail”?
Take a look inside the Long Tail and you’ll find out why traditional mass-marketing is dying, and why 1:1 online marketing is the new norm.
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I have been reading a fair amount on industry blogs lately, about how one should implement an Inbound Marketing Automation System in one’s b2b organization. Usually the advice given suggests that you start with one small piece of the puzzle and then take a step-by-step approach to implementing a complete inbound marketing automation system.
It sounds [...]
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Guess who knows best what customers dream of, need, and value? You guessed right; customers themselves. So why not integrate them into the product development process? What is the use in first secretively developing what we think should be the newest gadget or, what is often called these days, “disruptive technology”; and then failing to [...]
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I came across this, on the surface, “cute” story in Slashdot:
An anonymous reader writes “Motherboard.TV reports, ‘In Monrovia, Liberia, there’s a guy taking the matter of a lopsided, state-run media and reshaping it into a free-of-charge, [0]independent news-aggregator—all accomplished with dry-erase board and couple markers. (Sorry, internet!) Each morning, at 10:45 AM, Alfred Sirleaf wakes [...]
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My iPhone runs our CRM software (Salesforce.com) and our Inbound Marketing Automation software (Pardot’s Prospect Insight). When a sales lead in our system goes “hot” my iPhone tells me about it. In true Mae West style, its happiness at delivering the news makes it vibrate in my pocket.
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As a tech marketer I’ve always believed that lead generation should be my number one priority. To feed business success, it’s essential to deliver a steady stream of actionable sales leads to the sales force. But it’s not an easy task – especially in recessionary (or even post -recessionary) times.
Luckily, we’re living smack dab in [...]
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Heard the phrase “content is king”? Creating great online content is critical in any Inbound Marketing strategy. This post covers how you can easily generate pages and pages of valuable content for your B2B company’s website by blogging.
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Want a concrete example of how Inbound Marketing Automation delivers high-quality sales leads through a website?
Well, let’s take a closer look at visits to our website last Tuesday. And let’s compare what we would know about these visitors without Inbound Marketing Automation, to the wealth of actionable information that is revealed with Inbound Marketing Automation.
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I came across an article on Slashdot today, which spoke of the problems facing Scientists dealing with large datasets.
The author was hit by a barrage of criticism for suggesting that Science is the only field which deals with what he called Internet-Sized datasets. In the context of teaching students to think big numbers, he talked [...]
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Search Engine Optimization (SEO) vs Paid Search (PPC). Which is Better?
I think most B2B marketers would agree that achieving top organic rankings on Google on a consistent basis is an objective worthy of the journey that’s needed to get there. The challenge is knowing the best way to go about it – SEO or PPC [...]
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In B2B markets, the Internet has changed the way we do business significantly. Not only is the amount of information about products and services offered almost infinite but also it is slowly and steadily changing the way we all make our purchasing decisions. Who does not first quickly look up a company, product or service [...]
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Okay, I know – funeral plans have not been announced yet, and yes, this is an Inbound Marketing and decidedly Demand Generation Systems oriented blog. Mea culpa! But bear with me for a moment…
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There are some great blogs out there on B2B Marketing and Marketing Automation. Frequent Posts. Great insight. Lots of followers.
And so it becomes easy to mistake frequency for thought leadership.
For example, every now and then you come across a real gem from where you least expect it. A really smart, insightful post from an “occasional” [...]
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In this third instalment of Inbound Marketing Fundamentals, let’s take a closer look at the keystone of what makes Inbound Marketing feasible: Marketing Automation.
“Whoa”, you say. “Automation in Marketing?*%!”
I know the term automation doesn’t exactly warm most marketer’s hearts. Some envision losing control to an oppressive system (can you say Orwell’s 1984?), while others see [...]
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Troubled by the idea of changing your company’s existing way of marketing and selling to one using the new Sales and Marketing Automation tools? Or all fired up and ready to boldly leapfrog the competition, but worried about convincing the rest of the company?
Let’s face it: changing people’s behaviour is never easy. Years spent automating [...]
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Tools allow humans to overcome our limitations: we routinely bend steel, travel faster than Olympic speed, see in the dark, fly… The list goes on. We make astonishing tools enabling us to achieve great feats. Sometimes… when we get it right. And we need to remember this when it comes to Inbound Marketing Automation Systems.
Years [...]
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In this second installment of Inbound Marketing Fundamentals, we’ll take a closer look at the irreversible shift from Outbound Marketing to Inbound Marketing, including the top 3 benefits of Inbound Marketing for B2B companies.
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In this post we’ll cover the fundamental shift in power from seller to buyer, and two “big-picture” suggestions on how you can take advantage of it.
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Welcome to my introductory post at our Inbound Marketing Automation blog. Some rants, some raves, and hopefully a lot of big-picture insights on the new phenomenon of Inbound Marketing Automation.
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The rate of change in the world of SEM – the science and art of SEO and PPC, is blistering indeed. A great deal changes in a year. When we tried to name our company, we knew that the name must match its web address. And for us business folks, .com is the only Top [...]
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Our short video introduces Gossamar and explains our approach and philosophy. The movie reveals how we use Inbound Marketing and Marketing Automation to deliver on the promise of our slogan: More Sales Leads of Higher Quality at Lower Cost.
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Marketing Integration lowers your cost of Sales Leads
When you bring sales leads from traditional offline marketing into online marketing, you introduce the efficiencies of the automated online sales funnel. In addition, with online and offline Marketing Integration, your marketing department lowers costs by having one central sales lead management system for both on and offline [...]
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Inbound Marketing enables prospects to find you (the seller) when they are looking for solutions, versus traditional Outbound Marketing where you broadcast to mass markets in the hope that you’ll find some prospects that are interested in your message.
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Gossamar’s goal is to give you the know-how to fully capture the opportunities in Inbound Marketing and B2B Sales and Marketing Automation.
Hover your cursor over any term displayed like this in the text to see our comprehensive Glossary definition right there on the page. You can also browse The Glossary itself.
Looking for something very specific [...]
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As with the rest of this website, this glossary was designed to help make the world of Inbound Marketing and Marketing Automation easy to understand! We call this powerful combination of ideas, Inbound Marketing Automation and if you can’t find the term you’re looking for, send us an email. If it applies broadly to our business-to-business [...]
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Inbound Marketing Automation Blog
Welcome to Gossamar’s Inbound Marketing Automation blog. You’ll find the latest thinking and analysis on topics such as Inbound Marketing Automation, Inbound Marketing, Marketing 2.0, Marketing Automation, Online Sales Lead Generation, and Sales Lead Management, all targeted at Business-to-Business marketers. From seasoned veterans in the B2B marketing and Marketing Automation space.
No BS bingo. Just [...]
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Try out Sales & Marketing Automation on your next Campaign
You have arrived at this page because you wish to run a Campaign Automation Trial. Click here if you wish to Outsource your sales and marketing automation to Gossamar, or to Install and run your own sales and automation systems within your own company.
If you are [...]
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Outsource your Sales and Marketing Automation
You have arrived at this page because you wish to outsource your sales and marketing automation to Gossamar. Click here if you wish to run a Trial Campaign, or to Install and run the sales and automation process within your own company.
So, you want Gossamar to run the entire marketing [...]
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Inhouse Sales and Marketing Automation
You have arrived at this page because you’re thinking about installing and running your own sales and marketing automation software (SAMA) in your company. Click here if you wish to run a Trial Campaign, or to Outsource the sales and automation process to Gossamar.
This option is perfect for companies who want [...]
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B2B Sales and Marketing Automation made Easy
B2B Marketing Automation systems promise alluring benefits, to be sure. More leads of higher quality at lower cost – the Promised Land for most of us, not so? But getting there can be a little tricky. Automating complex operations is a daunting task, right?
For the average medium-sized, business-to-business [...]
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Better Marketing ROI by doing more of what works (and less of what doesn’t)
You’ve heard the adage: “50% of my marketing investment is wasted. If I only knew which 50%!” A humorous but real perspective on Marketing 1.0.
With Marketing 2.0 and Gossamar’s Business to Business Marketing Automation, tracking what works and what doesn’t is part [...]
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Inbound Marketing shortens your Sales Cycle
Successful sales and marketing is all about timing. Being there when a prospect starts looking for the best solution to his or her needs. Being there when a prospect begins educating him or herself about your particular solution. And, most importantly, being there the moment the prospect decides to buy.
With [...]
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CRM Integration of Sales and Marketing lowers costs and increases productivity
For too long sales and marketing have existed in separate silos in the b2b world – each with their own database of prospects, clients, and market information. There was little CRM Integration between sales and marketing.
Gossamar’s B2B Marketing Automation system seamlessly integrates with [...]
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Campaign Automation delivers lower-cost sales leads
The Campaign Automation Tools built into our Marketing Automation software increase efficiencies and lower costs by automating many of the routine sales lead management tasks currently performed manually. Campaign automation qualifies leads and automates sales lead management, marketing program management, and routine communication with prospects, freeing your people to focus [...]
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Marketing Automation Consultants
Our Management Team has over 35 years of cumulative experience at senior levels of B2B sales and marketing management across North America, Europe, and Australia. We understand the challenges of B2B marketing and sales, including complex products, long sales cycles, multiple decision makers and influencers, and the importance of strong relationships between buyer [...]
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Marketing Analytics gives you priceless Market Insight for free
The more you know about your B2B sales prospects, the better you can segment, target, and shape your product offering to meet their needs. But until now, getting that knowledge through business to business marketing research was extremely costly, slow, and limited in scope.
Welcome to the new [...]
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Drip Marketing and Lead Nurturing for Higher Quality Sales Leads
By some estimates, more than 70% of prospects in your online sales funnel are not yet ready to buy right now – but they will be during the next 12 months. These future opportunities clearly don’t have the same sales priority as prospects who are ready [...]
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Automated Lead Scoring and Qualification deliver Higher Quality Sales Leads
With marketing automation software’s built-in marketing analytics, you can discriminate between ordinary visitors and true sales prospects by qualifying visitors to your website. Best of all, you can automate the entire Sales Lead Scoring and qualification process so that it doesn’t burden your sales and marketing [...]
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Marketing Automation
produces Higher Quality
Sales Leads
With your website attracting more visitors, you can now harness the power of Marketing Automation software, and its built-in marketing analytics, to help you discriminate between ordinary visitors and true sales prospects. Marketing Automation eliminates wasting precious resources on poor prospects while ensuring that real sales opportunities don’t fall through the cracks.
As [...]
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Gossamar’s Inbound Marketing Automation Tools
The products below are the same price from us as they are from the supplier, so why not get our expertise on your side?
To deliver our end-to-end Inbound Marketing Automation solutions, Gossamar partners with the leading automation software suppliers in their space. We believe that these sales and marketing automation [...]
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Sales Automation and Inbound Marketing Automation Services
Gossamar is a sales & marketing automation services provider, systems integrator, and consultant.
If you have any inquiries or are just looking for a little advice on where to start with sales and marketing automation, please contact us.
For general inquiries: info@gossamar.com
For sales inquiries: sales@gossamar.com
Phone: +1.416.236-0407
Mail:
9 Pheasant Lane,
Toronto, ON, Canada
M9A 1T1
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Marketing Automation Solutions made Easy
Gossamar delivers web-based Inbound Marketing and Marketing Automation Solutions primarily for mid-sized business-to-business (B2B) organizations. We call the combination an Inbound Marketing Automation system or IMA. Through a combination of technology and services, we make it easy for clients to harness the potential of Inbound Marketing Automation on the web, and [...]
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