The most important ingredient in tech marketing

Marketers in 2016 are absolutely required to have several arrows in their quiver. It's not enough to just blog actively, to just send emails to your customers and prospects, to just blanket search engines with PPC ads. No one tool in isolation is going to get the job done, you've got to pull on each of the levers available to you in various amounts until you find that magical recipe. And even then, you've got to keep tweaking, cause what works on Tuesday may be obsolete by Wednesday.

Topics: marketing wars inbound marketing

Four ways to de-escalate the marketing wars

Ask any marketing professional at a small or medium-sized business — virtually every organization struggles with battles between marketing and other departments. Often, the fights erupt between the inbound marketing and the inside sales teams; how is a marketing-qualified lead defined, at what stage in the lead nurturing process is the contact handed over to the inside sales team, what activity markers are the strongest buying indicators, etc.

But it doesn't stop there. Marketing battles with engineering, senior management, and the services/support teams can also bring collaborative efforts to a screeching halt. Tension between departments is the easiest way to break a strong company culture, and letting that tension fester can turn cynicism into resentment and victimization.

There are ways to break the cycle of antagonization, though. Consider these four ways to de-escalate marketing's wars and reestablish harmony with the people who work with you to present your company's public face: 

Topics: marketing marketing wars inbound marketing