Refactored Marketing Strategy Blog

Demand Gen and ABM: Foundational Concepts for Delivering Marketing ROI

At his recent BMA workshop, customer experience strategist Carlos Hidalgo walked participants through a process of rethinking how we connect our marketing messages to our target audiences—and how we connect those efforts to revenue.

Published April 18, 2019 Dawn Cyr 10 minute read

5 Things Your Free CMS Can’t Do

When choosing a digital content management system, consider carefully what your site visitors and users really need. Missing capabilities can quickly increase your costs as you struggle to fit all the pieces together.

Published April 10, 2019 Matt Fiore 5 minute read

3 Incredibly Simple Ways Chatbots Can Improve Customer Experience on Your Website

The Age of Robots isn’t on the way; it’s already here. Chatbots are one way to apply artificial intelligence (AI) and machine learning to enhance marketing efforts, increase customer engagement and satisfaction, and support sales. Are you using them to your advantage?

Published March 27, 2019 Kile Lindgren 5 minute read

3 Buyer Persona Traits You Need to Pay Attention To

If you have detailed buyer personas that identify your primary B2B decision makers and those who influence them, you’re on the right track. But in a complex B2B buying cycle, you need to go deeper.

Published March 21, 2019 Lisa Péré 10 minute read

3 Ways to Optimize Content Management

Choose the content management system that works for you now—and offers flexibility for the future.

Published March 14, 2019 Rob Bean 5 minute read

How to Create a Content Marketing Strategy for B2B Buying Teams

Great content speaks to your ideal customer. But what about content that must address multiple decision makers—or prospects that fill multiple roles—at once?

Published March 6, 2019 Dawn Cyr 10 minute read

Marketing Content Reboot: Getting Granular with Headless CMS

New website content management systems are not just changing the way users experience your content; they are completely changing the way marketing teams think about content development.

Published February 28, 2019 Lisa Péré 5 minute read

CompassABM Takes Home Silver Stevie® Award for New Marketing Solution

Winning business is so much easier with a personal connection. Refactored’s account-based marketing platform, CompassABM, was recognized for the value it brings to B2B organizations by enabling automatic IP-based account identification, website personalization, and prospect tracking—at scale.

Published February 25, 2019 Rob Bean 5 minute read

How ABM Improves Marketing ROI in One Step

Your return on marketing investment (ROMI) can be difficult to pin down. Account-based marketing makes it clearer by targeting specific accounts and measuring their engagement. But ABM can deliver ROI even faster—even before you have targeted your next best customer.

Published February 20, 2019 Rob Bean 5 minute read

6 Reasons to Change Your Web Content Management System—Before It’s Too Late

Technological advances have changed the way that we consume information and buy products. Take a look at these drivers—and whether your current CMS adequately addresses them.

Published February 13, 2019 Rob Bean 5 minute read

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