B2B Marketing Zone

More by McKenzie Ingram

McKenzie Ingram is a marketing journalist for Act-On Software. She received a B.A. in Advertising and a B.S. in German from the University of Oregon in 2011 and has since worked as a copywriter, content creationist, and digital marketer.

The 10 Best Marketing Action Blogs of 2016

The 10 Best Marketing Action Blogs of 2016


In case you missed it: here are the top marketing action blogs from 2016. Get caught up now!
6 Things to Consider When Creating Your 2017 Marketing Plan

6 Things to Consider When Creating Your 2017 Marketing Plan


Six factors to consider that will help you check all the boxes on your 2017 marketing plan and hit the ground running in…

How, And Why, You Should Calculate Customer Lifetime Value (CLV)


Customer lifetime value (CLV) is figuring out what you’re actually gaining from each customer. Use this metric to get the pulse of your…

How (and Why) Customer Success is Different from Customer Support


“Customer success” is not a fancy name for “service department;” it’s a belief system dedicated to the customer. Learn how it adds value…
Inbound Marketing or Outbound? Which is the Winner?

Inbound Marketing or Outbound? Which is the Winner?


Learn how to map the five stages of your buyer’s journey and use both outbound and inbound marketing tactics to realize success.

Marketing Jobs: The Outlook is (Still) Bright


Want a career in marketing? Find out where the opportunities are for marketing jobs, and what you need to qualify.
10 Groups to Join on LinkedIn if You’re in Marketing

10 Groups to Join on LinkedIn if You’re in Marketing


No matter what your marketing concerns may be, there are probably several groups to join on LinkedIn that focus on what you care…
10 Things You Need to Know About Account-Based Marketing

10 Things You Need to Know About Account-Based Marketing


If you read marketing news daily, you may be overwhelmed by “account-based marketing.” Cut to the chase with these 10 things you need…

10 TED Talks to Watch to be a Better Marketer


Ted Talks are a mind-boggling collection of distilled insight on practically anything and everything, from really smart people. Here are 10 Ted Talks…
How Developing a Sales Team is Like Professional Football

How Developing a Sales Team is Like Professional Football


Act-On’s Luke Smith was a pro football player before he got into sales. In a conversation with McKenzie Ingram, he discusses how football…
How to Focus Your Marketing Efforts Through ToFu, MoFu and BoFu Stages

How to Focus Your Marketing Efforts Through ToFu, MoFu and BoFu Stages


Ah, buzzwords. What do ToFu, MoFu and BoFu really mean? Here’s your guide to their definitions, and how to use them to guide…

How to Harness the Power of a Referral Marketing Business


With a formalized referral marketing program, you’ll close higher-value customers more quickly. Learn why it works, and the 3 keys to a successful…

Digital Storytelling: A New Virtual Reality Might Not be Far Off


We learn better, we identify more strongly, and we remember better through stories. But new technologies might amplify your digital storytelling – and…

3 Reasons Why Your Webinars Suck


Even if you nail the technical and promotional issues around webinars, your webinars can still suck. Learn what really matters to your attendees.
CMO Interview

CMO Interview: An Inside Look at Marketing Trends


Kevin Bobowski, Act-On’s CMO, speaks to how he sees today’s marketing trends shaping up, and what it takes to be a great CMO.