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Catalyst Insights! — Page 3

Catalyst Insights!

How to Make Your B2B Lead Management Program Fail – Part 7

by Catalyst Insights!

Mistake #1: You set the wrong business goals Mistake #2: Your content does not reflect an understanding of the buyer’s journey Mistake #3: You treat all inquiries alike   Mistake #4: You’re not getting sales force buy-in Mistake #5: You let the existing infrastructure compromise your process  Mistake #6: You fail to establish a marketing […]

How to Make Your B2B Lead Management Program Fail – Part 6

by Catalyst Insights!

Mistake #1: You set the wrong business goals Mistake #2: Your content does not reflect an understanding of the buyer’s journey Mistake #3: You treat all inquiries alike   Mistake #4: You’re not getting sales force buy-in Mistake #5: You let the existing infrastructure compromise your process  News flash: CEOs don’t care about marketing metrics. […]

How to Make Your B2B Lead Management Program Fail — Part 5

by Catalyst Insights!

Mistake #1: You set the wrong business goals Mistake #2: Your content does not reflect an understanding of the buyer’s journey Mistake #3: You treat all inquiries alike  Mistake #4:  You’re not getting sales force buy-in In a B2B setting, your goal is to build interest and credibility with your target audience. That isn’t accomplished […]

How to Make Your B2B Lead Management Program Fail – Part 4

by Catalyst Insights!

Mistake #1: You set the wrong business goals Mistake #2: Your content does not reflect an understanding of the buyer’s journey Mistake #3: You treat all inquiries alike In the old days, Sales fought with Marketing and Marketing fought with Sales. Sales chased the low-hanging fruit and complained that Marketing didn’t provide qualified leads. Marketing […]

What We Should Learn From the Wells Fargo Scandal

by Catalyst Insights!

The Wells Fargo sales scandal was a disaster on multiple fronts. The financial services behemoth agreed to pay a $185 million fine after being caught opening more than two million accounts, without customer knowledge, in order to reach sales goals. Recently, Wells Fargo executives announced that they expected to spend tens of millions more navigating […]

How to Make Your B2B Lead Management Program Fail – Part 3

by Catalyst Insights!

Mistake #1: You set the wrong business goals Mistake #2: Your content does not reflect an understanding of the buyer’s journey This week, we’re going to discuss inquiries. Not all inquiries are created equal. Or, to paraphrase George Orwell in Animal Farm, some inquiries are more equal than others. Mistake #3: You treat all inquiries […]

How to Make Your B2B Lead Management Program Fail – Part 2

by Catalyst Insights!

Last week, I discussed how setting the wrong business goals [hyperlink to Part 1 blog] can be a stumbling block in a smart lead management program. This week, we’re going to take a look at content development, which brings me to Mistake #2. Mistake #2: Your content does not reflect an understanding of the buyer’s […]

Taking the Guesswork Out of Marketing Decisions

by Catalyst Insights!

It’s the nirvana to which all marketers aspire: Guesswork-free marketing. The good news is, you can get there using fact-based, data-driven decisioning. Data-driven marketing delivers these key benefits: Improved ROI Faster speed to market Shortened learning curve Less trial and error More efficiency/less marketing waste Competitive advantage Equally important, it justifies your existence to your […]

Cracking the Code in Pre-Sales Engagement

by Catalyst Insights!

Adapting Your B2B Marketing Strategy for the Complex Prospect Journey Executive Summary Catalyst wanted to better understand the pre-sales engagement process: How research originates, who conducts it and which touch points make the most difference. We also wanted to identify the pain points that prospects encounter during this process to better understand the buyer’s journey, […]

How to Make Your B2B Lead Management Program Fail – Part I

by Catalyst Insights!

B2B companies often invest a great deal of time and money in developing a lead management program. Unfortunately, too many make the same basic mistakes, resulting in a program that is doomed to fail. In this multi-part series, we’ll explore some of those mistakes and show you how to fix them. Mistake #1: You set […]

Oil Brand Preference

by Catalyst Insights!

Executive Summary The landscape of companies that provide oil changes is crowded, comprising everyone from car dealers to quick lube providers to the corner auto mechanic. However, according to IBISWorld’s April 2016 report, “Auto Mechanics in the US,” no company has a dominant market share in thisindustry. In fact, no single brand controls more than […]

Why Don’t Banks Talk to Their Customers About What’s Relevant?

by Catalyst Insights!

A 35-year-old single mom with two kids, a checking account and a mortgage walks into your branch asking for more information on savings plans for her children’s college educations. What do you do … talk to her about HELOCs and small business loans? Of course not. So why do banks continue to mass-market products to […]

Banks Need to Become Financial Advisers, Not Product Pushers

by Catalyst Insights!

  Ever noticed that most banks don’t talk to customers proactively? Banks have a history of communicating reactively. They’ll send out notices about financial issues or the occasional upsell offer … but they rarely attempt to communicate with customers on the issues that matter most to customers. Providing educational information before customers need it creates […]

Nancy McCrave Promoted to Director of Experience Design

by Catalyst Insights!

Rochester, New York (September 8, 2016) – Catalyst, a Rochester, New York-based marketing agency specializing in CRM and customer experience (CX) design, has created a new position, “Director of Experience Design.” Senior Customer Experience Designer Nancy McCrave has been promoted to the position. According to Mike Osborn, one of the agency’s managing directors, the new […]

You Want Me to Go Where?

by Catalyst Insights!

Location, location, location. A great location is the key to many successful businesses, second only to providing a great product or service. Talk to your customers, and they’ll often tell you that the reason they decided to do business with you was based on your location. So it’s important to make it easy for them […]

You Want Me to Go Where?

by Catalyst Insights!

Location, location, location. A great location is the key to many successful businesses, second only to providing a great product or service. Talk to your customers, and they’ll often tell you that the reason they decided to do business with you was based on your location. So it’s important to make it easy for them […]

You Want Me to Go Where?

by Catalyst Insights!

Location, location, location. A great location is the key to many successful businesses, second only to providing a great product or service. Talk to your customers, and they’ll often tell you that the reason they decided to do business with you was based on your location. So it’s important to make it easy for them […]

A New Guide to Effective B2B Demand Generation

by Catalyst Insights!

In B2B demand generation, much has changed over the last 20 years. Where we once focused on controlling the sales process, we now focus on understanding the buyer’s journey, since it is the buyer who’s driving the bus. Where we once focused on controlling the sales process, we now focus on understanding the buyer’s journey, […]