THE MARSDEN MARKETING BLOG

Jeffrey Willis

Jeffrey Willis is a Client Success Manager at Marsden Marketing.

Recent Posts

If Marketing Isn’t Responsible for ROI, Blame Your Leaders

Posted by Jeffrey Willis

Tue, Oct 06, 2015 @ 09:00 AM

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As business leaders, when we look at our organization we should be able to immediately explain how each department contributes to our successes or failures.

We know that HR is in charge of the talent and corporate policies that keep us afloat. Accounting measures, processes and communicates our financial information. Most often the largest pressure falls onto sales. They are in charge of bringing in the profits after all. 

But then there is marketing, which can act more like a money pit for a company if not utilizied correctly. They are creative. They Tweet their little hearts out and write excellent blogs (such as this one). Heck, maybe they are even in charge of picking the proper flower arrangements for your next big event. If this is how a company’s leadership views marketing, it is their own fault. 

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MQL to SQL: Defining your Marketing to Sales Process

Posted by Jeffrey Willis

Thu, Aug 27, 2015 @ 09:49 AM

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MQL (em kyoo el) noun Also known as a Marketing Qualified Lead. A prospect that has indicated a level of interest in your organization via a set of actions and is deemed to become a likely future customer after additional nurturing. 

SQL (es kyoo el) noun Also known as a Sales Qualified Lead. A prospect that has demonstrated high levels of interest in your organization via a set of actions and is deemed highly likely to convert into a customer. These are prospects that are ready to speak to sales.

If only defining the process was just that easy.

While the cold-to-close process should be a seamless transition, the fact is many companies have either not spent the time to define the prospect stages or have discrepancies in their definitions based on which department you are asking.

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The Elusive Qualified Lead: How Scoring Can Remove All the Mystery from Prospecting

Posted by Jeffrey Willis

Thu, Jul 16, 2015 @ 01:12 PM

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The hard work is done. You have a healthy database filled with possibilities. All of your inbound marketing efforts are paying off as you see new contacts flowing in on a regular basis. Marketing is ready to nurture and educate. Sales is ready to engage and win the contract. 

But suddenly, you feel like you have a bazillion contacts to wade through to decide those next steps. When does a contact become a qualified lead and sales ready? 

By putting into process a simple scoring matrix that takes into account both prospect characteristics and actions, you can game valuable insights that will help you remove all the mystery from your prospecting. Suddenly those bazillion leads become a manageable number that you can seamlessly track from cold to close.

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10 Things the Best B2B Websites Are Doing Right

Posted by Jeffrey Willis

Thu, Jun 04, 2015 @ 11:09 AM

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Frank Lloyd Wright once said, “an architect's most useful tools are an eraser at the drafting board, and a wrecking bar at the site.”

While Wright was referring to the act of designing a building, the theory holds true for constructing most things — including your company’s website.

The best B2B websites begin with drafting a comprehensive blueprint, constructing a solid foundation, and merging the rules of design with innovation to create a unique experience. 

Great B2B websites all incorporate these 10 basic principles into their architecture to enhance each visit: 

1. It’s all about you. Your website is your brand. Your logos, colors, fonts, and content are your chance to showcase yourself. To stay on point with your brand, consistency is key. This may sound like a given, but forgetting this even once can destroy the hard work that you’ve put into other pages.

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Getting "More" Out of Your Email Marketing Lists

Posted by Jeffrey Willis

Tue, May 19, 2015 @ 10:10 AM

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There’s a well-known adage that sometimes more isn’t always better…sometimes it is just more. This is especially true when referring to your email marketing lists.  

Unfortunately, letting go is not always so easy when it comes to email addresses. You had such high hopes that joe@business.com would turn your marketing team into superstars with Sales. But without a healthy list of prospects, marketers are often doing more damage than good. Your digital reputation can quickly become tarnished by a few bad seeds, (it’s just like high school all over again isn’t it?), and that could prevent you from even reaching your true prospects.
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