B2B Marketing Operations and Demand Gen have always been an active space for consultants, the explosion of marketing technologies and their complexity has transformed marketing organizations and now more than ever marketing leaders are turning to consultants to help master their technologies and marketing strategy.
At CS2, we have been trying to find a more efficient way to project manage campaign execution for our clients. I am a long-time fan of Kanban boards for managing my tasks and Asana just so happened to launch kanban boards as a new feature (currently in beta). Kanban boards are widely used in the development world, and consist of different columns or lanes in which “cards” or tasks are placed under based on status.
When using multiple different marketing technologies, one thing is key: integration. It’s important for different systems to be able to talk to each other so their data doesn’t live in a silo. We wanted to highlight one of the unique ways in which our client Aviso has integrated their marketing technology using Hubspot, Calendly and Zapier.
In B2B marketing lead scoring is certainly not a new concept and has been around for awhile in one form or another, yet still companies struggle to truly realize the benefits and conversion rates continue to drag. Lead scoring promises true marketing and sales alignment that will make sales more productive by focusing them on ideal targets and/or leads furthest through the buying cycle - so why are lead scoring models still not prioritizing the right leads?