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Have you been caught in a vicious cycle with your B2B marketing strategy? Maybe you've found yourself hooked on the latest and greatest marketing automation technology that promise you success – a situation not uncommon to many marketers. Marketing technology options are endless. So how do you choose which one you should execute in your business? If you're using martech in your company, here are some top tips to help you save time and hopefully spare your budget.

If you've discovered that your sales cycle is drawn out over many weeks and months, but you're not sure what can be done to speed up the process, you're not alone. With strategic planning and taking a personalized approach in their marketing efforts, B2B companies can optimize their sales pipeline for a quick progression from the first contact to closed sale.

Working with Marketo: Whether you’re entering into the Marketo Community or you purchased an alternative marketing automation platform, there are plenty of questions about how to approach the program. The most common challenge marketers face when implementing Marketo really comes down to how to choose sales and marketing alignment or the business process decisions prior to implementation. It’s crucial to have a variety of decisions made and processes established before depending on the technology.   How to Find the Quality: When most marketers have issues with Marketo or the like, it tends to be because no decisions have been made in the business process, or they don’t understand how the funnel happens. Or, people don’t have the experience with Marketo or funnel ideas, or don’t understand important features of the program. Most of the time the processes aren’t defined within the program or with the marketing processes at all.   Marketo has a lot of potential, and does great things. However, it takes time and a lot of focus. Most want to achieve the vision Marketo has, but they’re doing too much. The best thing to do is to figure out marketing first, then add the technology. How to Get the Most for Your Money: The ultimate way to get the most for your money with Marketo is to prepare for it. Take your time, follow each stage of the process, and don’t rush anything.   Everyone wants predictive reads and certainty with the program. Models need to be built out first to determine predictions. Marketo does not do all of the work for you right away. It’s a path of adoption, so it’s important to dive into each step. The Stages for Reaching Quality, not Quantity:   Stage 0 – Stage 0 is about transforming your marketing. Ask yourself how your company is using and thinking about inbound leads, if anyone is looking at content, and have you achieved some level of sales marketing allotment?   This can take up to two years to complete, but doesn’t have to. The perk to taking your time is that organic transformation helps a lot with the transition and purchase of Marketo. With the natural process, there’s more experience with content based events, higher quality leads, and a hands off process. Marketo only forces you to think harder than what you do organically.   Stage 1 – Sta

Summary: In this episode we’re going to look at how you can fix your lead quality through marketing and sales hands-off with Jordan from LeadAnywhere.   If you’re reading this, then you’re probably worried about the gap between sales and marketing when it comes to handing off leads. Marketing wants quantity and fast. Sales wants qualified leads more than anything.   That gap not only costs you money but it also gradually erodes trust between sales and marketing.   Tune in to find out how you can streamline your marketing pipeline and fix your lead quality through marketing and sales hands-off.   Highlights: 00:30 – Meet Jordan Bottley, the sales and marketing director of Leadanywhere. 02:34 – 3 common mistakes companies make when managing their marketing pipeline and the most common gaps between sales and marketing 07:48 – Adding that human element to marketing automation 09:59 – How do you close the gap between marketing and sales? 13:36 – How Jordan builds persuasive momentum: stop trying to sell and start to accommodate buying 14:52 – How do you make sure your customer’s voice gets heard? 17:25 – Find out about LeadAnywhere   Resources/Links: Leadanywhere: https://www.leadanywhere.com/ ChatBox: http://chatbox.com/ Enduur: http://enduur.com/   Transcript:   Intro:              Welcome to Marketing Cupcakes, a quantitative marketing podcast where we bring you the latest techniques in marketing analytics, data science, systems integrations, growth hacking, guerilla marketing and data architecting.   Dave:              Welcome to another edition of Marketing Cupcakes. I’m your host Dave Gilbert and today we are happy to have Jordan Bottley from LeadAnywhere on the line. Jordan, welcome to the show and why don’t you tell us a little bit about you and your background?   Jordan:           Right, thanks Dave, thanks James. I appreciate the opportunity to chat today. So myself I am the director of sales and marketing here at LeadAnywhere. I have

Summary: In today’s episode, we invite you to join our conversation with Joe Sinkwittz from Intellifluence, the largest online network of influencers. Joe is going to teach you how you can leverage influencer marketing in the B2B space. Learn how you can quickly build social proof and tap into the power of word of mouth marketing by partnering with some of the most popular influencers in your niche. Joe will share with you his best advice on how to find influencers that are the best fit for your product and he’ll also tell you how much money you’ll need to get started.  Tune in to find out how you, too can leverage the power of influencer marketing for B2B demand generation.   Highlights: 00:50 – How B2B companies can use influencer marketing for demand generation. 01:03 – Joe’s background: from competitive search to influencer marketing. 02:17 – So what is influencer marketing really? 05:03 – How do companies go about finding the best influencers for those B2B companies? 07:34 – The cost of influencer marketing. 09:18 – How to measure the effectiveness of an influencer campaign. 13:08 – How to get in front of those hard to reach executives. 15:18 – How much money do you need to get started with influencer marketing? 18:02 – Find out about the largest network of influencers, Intellifluence.   Resources / Links: com: http://enduur.com/ CopyPress: http://www.copypress.com/ FullContact: https://www.fullcontact.com/ Instragram: https://www.instagram.com/ Pinterest: https://www.pinterest.com/ LinkedIn: https://www.linkedin.com/ Twitter: https://twitter.com/ BuzzSumo: http://buzzsumo.com/ BuzzStream: http://www.buzzstream.com/ Salesforce: https://www.salesforce.com/ Intellifluence: https://intellifluence.com/

Summary In this episode we’re going to give you some of our best guerrilla marketing ideas for 2017.  Let’s get your creative juices flowing and take your marketing to the next level with some of the craziest and most profitable guerrilla marketing techniques out there. We’ve hand-picked 5 wildly successful guerrilla marketing campaigns to help you get a feel for how you can implement something similar in your marketing. Tune in for 5 case studies of guerrilla marketing done right.   Highlights 00:50 – Get ready for some crazy guerrilla marketing techniques that have gone down in history 01:21 – Find out how to boost your marketing from the backseat of a taxi 02:22 – Increase brand awareness by giving away orange sneakers 03:34 – Give away capes with your name on the back… and randomly give people cash for wearing it! 04:35 – Make a costume that represents your brand and walk around at a huge event. 05:57 – How flashmobs can boost your marketing through the roof 06:21 – Hire protestors that display signs with your brand   Resources/Links Salesforce: https://www.salesforce.com/ Enduur: http://enduur.com/ Uber: https://www.uber.com/ Fiserv: https://www.fiserv.com/index.aspx Kasasa: https://kasasa.com/ Clean Bottle: https://www.cleanbottle.com/   Transcript   Intro:              Welcome to Marketing Cupcakes, a quantitative marketing podcast where we bring you the latest techniques in marketing analytics, data science, systems integrations, growth hacking, guerrilla marketing and data architecting.   Dave:             Hey guys, welcome to Marketing Cupcakes. We're here for another episode. I'm Dave Gilbert and this is James here with us as well. Today we're going to talk about guerrilla marketing. A lot of our episodes have been focused on data and marketing systems and today we wanted to spend some time talk

Summary   This week’s episode is going to be all about how to get the biggest bang for your buck with your martech stack. Have you ever felt tangled up in an overlapping mess of marketing technologies that cost a fortune to maintain?  And if you’re thinking of migrating to a new CRM, you can easily find yourself in a painful and pricey experience. Tune in to hear our best advice on how to save money and headache down the road by keeping your martech stack lean and optimized.   Highlights   01:03 – James gives you his best advise on how to optimize your martech 03:05 – How to avoid the trap of having too many marketing technologies to handle 03:35 – And Enduur cast study: Infusionsoft or HubSpot? 05:54 – How to increase the conversion rate of your online forms with Clearbit 07:45 – Finding outbound opportunities with anonymous traffic: how to act on your leads as they come in 09:18 – Are you wasting money by using technologies that overlap? Here’s how you can find out 10:56 – Don’t sacrificing your long term strategy for short term goals – How to make CRM migration painless 13:45 – The benefit of technologies that can grow with you and that are constantly changing   Links/Resources   Salesforce: https://www.salesforce.com/ Marketo: https://www.marketo.com/ Google Analytics: https://www.google.com/analytics/ Enduur: http://enduur.com/ InfusionSoft: https://www.infusionsoft.com/ HubSpot: https://www.hubspot.com/ Segment: https://segment.com/ Pardot: http://www.pardot.com/ Eloqua:https://www.oracle.com/marketingcloud/products/marketing-automation/index.html Solve 360: https://solve360.com/ Clearbit:

Summary:  In today’s episode we bring you Brian Signorelli from Hubspot who will share with you his best tips and advice on how to improve communication and team work between sales and marketing teams.  Traditionally, the department of sales and the department of marketing are like two silos entrenched in their own separate realities. It leads to a culture of ambiguity and mutual distrust. One of the biggest challenges for any organization is smoothing the way sales and marketing work together to capture more quality leads, improve marketing, and ultimately create a better customer journey. Tune in to find out how Brian has created a unified process and mutual appreciation between sales and marketing. Get ready for actionable steps that you can implement right now!   Highlights: 00:51 – Meet HubSpot’s Brian Signorelli, who went from user to sales rep in just 1 year. 02:46 – The biggest challenge with marketing enabling sales and how to overcome it. 06:25 – How to make both marketing and sales successful to create a great customer journey. 09:31 – The “path of least resistance” trap and how to avoid it. 10:55 – 4 ways to change the culture between the two departments and create more synergy. 15:05 – Processes that help make the transition smoother between the two departments 19:32 – Technologies that help smooth the way sales and marketing teams work together   Links / Resources: Enduur official website: enduur.com Marketing Cupcakes: http://marketingcupcakes.com/ HubSpot: https://www.hubspot.com/ State of Inbound 2016 report: http://www.stateofinbound.com/ Box: https://www.box.com/ DropBox: https://www.dropbox.com/ Google Drive: https://www.google.com/drive/ Guru: http://www.guru.com/ Docurated: http://www.docurated.com/ Slack: https://slack.com

Summary In today’s episode James is going to share with you his best strategy on how to improve lead quality between sales and marketing at an enterprise level. He is going to share with you how he helped a large company in the agricultural industry optimize their leads and ultimately increase their profit. And the best part is that you can copy the exact same steps he took and achieve the same results. Tune in to learn how to implement James’ game-changing methods to improve the quality of your leads. Highlights 00:23 - Introduction to improving lead quality between sales and marketing at an enterprise level 01:00 - Why you absolutely need to improve the quality of your leads and how to go about it 02:19 - Step #1: create a marketing and sales alignment workshop to align priorities 02:50 - Step #2: build an inside sales representative team to qualify leads 03:30 - Step #3: use “pre-qualification score” to track lead quality 03:45 - Step #4: get customer feedback on lead quality 04:33 - Step #5: follow-up with the customer to find ways you can further improve the process Links / Resources The official Enduur website: Enduur.com Transcript  Intro: Chances are your company's marketing efforts could be producing better results. We're here to help make your marketing smarter. Welcome to Marketing Cupcakes bringing you the latest in marketing analytics, data science techniques, integration challenges, guerrilla marketing techniques and more. Here are your hosts of Marketing Cupcakes, Dave and James Gilbert. Dave: Hey guys. Welcome to another episode of Marketing Cupcakes. I'm your host, Dave Gilbert and this is James. Today we're going to talk about game changing methods to optimize lead quality between sales and marketing at an enterprise level. So we're going to give specific examples today that James has had in his career working with a large company and helping them understand how lead quality can improve between marketing and pass that on to sales and how they implemented a strategy around that. So go ahead, James. James: Yes, I worked for an agricultural company for a few years and one of the main tasks that I was implementing was an e

Summary  In this episode you’re going to learn some of the most common mistakes people make when integrating CRM’s and marketing automation with analytics. We’re going to share with you 7 common mistakes people make when trying to sync Hubspot with other systems and tell you exactly how to avoid them. Tune in to find out how to make your Hubspot integration quick and painless!   Highlights 00:22 - Why Hubspot over other CRM’s? 01:20 - Tip #1: Find one platform for both CRM and marketing automation (like Hubspot) 01:38 - Tip #2: How to change Hubspot’s built-in life cycle stages 03:00 - Tip #3: Sync life cycle stage fields across all CRM’s you’re using 03:25 - Tip #4: Use the same data types across all of your systems 05:10 - Tip #5: Monitor and set your API limits 07:01 - Tip #6: Only use one system to create your tasks 08:01 - Tip #7: Set the right field access in your admin 09:40 - A few common analytics errors and how to avoid them   Links/Resources  The official Enduur website: Enduur.com HubSpot: http://www.hubspot.com/ SalesForce: https://www.salesforce.com/ Tableau: http://www.tableau.com/ Enduur: http://enduur.com   Transcript Intro:              Chances are your company's marketing efforts could be producing better results. We're here to help make your marketing smarter. Welcome to Marketing Cupcakes bringing you the latest in marketing analytics, data science techniques, integration challenges, guerrilla marketing techniques and more. Here are your hosts of Marketing Cupcakes, Dave and James Gilbert. Dave:             Hey, guys, welcome to another episode of Marketing Cupcakes. I'm your host, Dave Gilbert. James is here as well. And today we're talking to you about common mistakes when integrating CRMs and marketing automation with analytics part 1 about Hubspot. So to start this off James is going to talk about some of the advantages to

Summary: In this episode you’re going to meet Keith Brannan, the chief marketing officer from Kasasa who is going to share you some of his best advice on lead data management. Have you ever sent out an introduction email to a customer that has known you for several years? I’ll be honest with you; I have. Heck, even Keith has – and he’s going to tell you how to make sure that you never send out the wrong email to the wrong people again. So if you want to find out what are some of the most common ways you mismanage your customer data and how to stop doing it right now, this is episode is for you. Find a comfortable place to sit and tune in to find out how you can improve your customer experience by implementing the right lead data management system.     Highlights: 01:12 - Meet Keith Brannan, the chief marketing officer from Kasasa, with background in the banking and credit union space. 03:27 - B2B and B2C combined – the best of both worlds through Keith’s eyes. 05:51 - Some core systems that help you manage lead and customer data 07:15 - Lead Management System #1: Sugar CRM 08:25 - Lead Management System #2: Marketo 10:58 - Some common data management mistakes and how to avoid them 14:54 - The benefits of data that doesn’t change 15:59 - How to decide which data management system works best for you. 19:05 - A few mistakes you should avoid when using new technologies 20:52 - How you can find Keith   Links / Resources: Sugar CRM: http://www.sugarcrm.com/ Marketo: https://www.marketo.com/ SalesForce: https://www.salesforce.com/ Zoho: https://www.zoho.com/ HubSpot: http://www.hubspot.com/ Pardot: https://www.pardot.com/ Eloqua:https://www.oracle.com/marketingcloud/products/marketing-automation/index.html Kasasa: http://kasasa.com/  

Summary In this week's episode you're going to learn 7 ways on how to boost your marketing by throwing science into the mix. The internet has made super easy to experiment, analyze and improve your marketing by taking small, incremental steps validated by data. If you want to stay competitive in the field of marketing, creativity alone just isn't going to cut it anymore. You'll have to bring the science into your marketing. And with all the amazing technologies available that allow you to do that, now's the best time to science the shit out of marketing. Highlights 00:30 - The future of marketing: science the shit out of it. 01:46 - 7 Things to bring science into your marketing. 02:15 - #1 Fail fast. 03:30 - #2 Track everything that matters. 04:03 - #3 The right technology in place. 05:56 - #4 The right people in the right place. 06:45 - #5 Help first, sell second. 08:16 - The power of adding that human touch. 08:40 - #6 Know your data. 09:22 - Adding that human touch to your data analytics: the power of an inside sales team. 09:49 - #7 Be customer-focused. 09:54 - Quick recap. 10:08 - Tying it all together.   Links / Resources Google Analytics: https://www.google.com/analytics/ MarTech Conference: http://martechconf.com/ ENDUUR: http://enduur.com Intro: Chances are your company's marketing efforts could be producing better results. We're here to help make your marketing smarter. Welcome to Marketing Cupcakes, bringing you the latest in marketing analytics, data science techniques, integration challenges, guerrilla marketing techniques and more. Here are your hosts of Marketing Cupcakes, Dave and James Gilbert.   Dave: Hey guys. Welcome to another episode of Marketing Cupcakes. I'm your host, Dave and this is James.   James: Hey guys.   Dave: So today we're talking about a topic that's really interesting, how to science the shit out of marketing and why it's slowly becoming the future. So we've seen a few articles out there with that title and you know, it's actually a title from M

Summary In this week's episode James is going to share with you some of his insider experiences when it comes to eliminating bot clicks from your email campaigns. As email marketing is becoming more and more popular, bots are getting smarter and stealthier. In various high-security industries such as healthcare, government and banking, security bots could lower your deliverability without you even noticing it! Tune in now to find out how you can increase your email click-through rates as well as how to avoid getting flagged as spam by security bots.   Highlights 00:37 - Introducing James, the healthcare email marketing expert. 01:48 - What are bots and how do they affect your email deliverability without you knowing it? 02:40 - How security protocol bots can skew your click-through rate statistics. 03:31 - James' solution: taking email tracking to the next level. 04:14 - Best practices to increase email deliverability. 05:12 - How to avoid getting flagged as spam by adding that human touch.   Links / Resources More about adding the human touch to your marketing in Marketing Cupcakes episode 1. Google Analytics: https://www.google.com/analytics/ Marketo: https://www.marketo.com/ Pardot: https://www.pardot.com/ Hubspot: http://www.hubspot.com/ McAfee: http://www.mcafee.com/uk/index.html Symantec: https://www.symantec.com/ Proof Point: https://www.proofpoint.com/ ENDUUR: http://enduur.com       Transcript Intro: Chances are your company's marketing efforts could be producing better results. We're here to help make your marketing smarter. Welcome to Marketing Cupcakes bringing you the latest in marketing analytics, data science techniques, integration challenges, guerrilla marketing techniques and more. Here are your hosts of Marketing Cupcakes, Dave an

Summary In today's episode you're going to learn what multi-touch attribution is, why it's so difficult to figure out and how you can implement it in your marketing. We will be speaking with Dave Vacanti, founder and CEO and founder of Magic Robot which is a software plugin for Salesforce that offers multi-touch attribution. Tune in to find out more about Dave and how Magic Robot can help you refine your marketing strategy.   Highlights 01:30 - Meet Dave Vacanti, the CEO and founder of Magic Robot 02:30 - What Magic Robot does: connecting your marketing campaigns painlessly 02:44 - Dave’s history: from SalesForce administrator to software developer 04:22 - Overcoming the challenges of data models and integration 06:20 - The Magic Robot solution: simple multi-touch revenue attribution 08:02 - The challenges of implementing an attribution model 13:23 - The benefit of multi-touch attribution 15:02 - The benefit of looking at reality vs. preconceived notions 16:23 - The true value in Magic Robot 19:07 - How Magic Robot can help you with marketing negotiations 21:08 - Where to find Dave Vacanti and Magic Robot   Links / Resources SalesForce: https://www.salesforce.com/ Magic Robot: http://www.magicrobot.com/ AppExchange: https://appexchange.salesforce.com/listingDetail?listingId=a0N3000000B5kDjEAJ Enduur: http://enduur.com     Intro: Chances are your company's marketing efforts could be producing better results. We're here to help make your marketing smarter. Welcome to Marketing Cupcakes bringing you the latest in marketing analytics, data science techniques, integration challenges, guerrilla marketing techniques and more. Here are your hosts of Marketing Cupcakes, Dave and James Gilbert.   Dave: Okay. I think we're good to go. So welcome to another episode of Marketing Cupcakes. I'm your host, Dave Gilbert and James is also on the line here. And we're really excited to have Dave Vacanti with us who is the CEO and founder of Ma

Summary In our first episode, we're going to share with you the story behind the name Marketing Cupcakes. It's pretty unique, right? Well, it's about one of our marketing campaigns that created an ROI of 1,100% consistently for several years. And believe it or not, it all started with a cupcake... Tune in to find out 3 specific approaches we used to achieve these results and learn how you can do the same in your marketing campaigns. Highlights 00:39 - The name behind Marketing Cupcakes 01:22 - The secrets of a marketing campaign that brought in a return of 1100% consistently for several years 02:09 - Secret #1: The power of adding that personal touch 03:12 - Dropping off cupcakes 03:40 - Secret #2: Following up with your prospects 04:33 - Secret #3: Testing and scaling your approach: automating cupcake delivery 05:45 - How we won our first client 06:23 - The power of the soft approach over a hard sell Links / Resources Georgetown Cupcakes https://www.georgetowncupcake.com/ Transcript Intro: Chances are your company's marketing efforts could be producing better results. We're here to help make your marketing smarter. Welcome to Marketing Cupcakes bringing you the latest in marketing analytics, data science techniques, integration challenges, guerrilla marketing techniques and more. Here are your hosts of Marketing Cupcakes, Dave and James Gilbert. Dave: Hey guys. Welcome to the first ever episode of Marketing Cupcakes. I'm your host, Dave Gilbert and this is James Gilbert. James: Hey guys. Dave: So we thought today what we do to start things off is talk about the name behind Marketing Cupcakes. We know it's unique and no, we're not bakers. But it does have a really cool story behind it and we wanted to tell you guys about that story to give you guys ideas about your marketing campaigns. Because it was a guerrilla marketing campaign or a growth hacking marketing campaign however you want to define it that brought in a return of about 1100%. And we continually did this for a couple of years and they worked really, really well. And so I want to talk about some of the methodologies behind this campaign and how it came to be and kind of our thought process behind the whole thing. So s