Cetrix Blog

Stewart Balanchine

Stewart Balanchine
Stewart former Director of Market Development and Innovation - Inbound Marketing Strategies and Educational Technology Platforms at Cetrix Tech is now directing our Salesforce Higher ED solutions. An evangelist of 21st century Education Technology, he is a regular contributor in this blog. He writes to share ideas in helping others in the transformation process and tackles technology integration in the active learning process in depth.

Recent Posts

B2B Intent-Based Marketing to Turbo-Charge Predictable Prospecting

Stewart Balanchine - Mar 12, 2019 11:48:22 AM

Key takeaways

  • As a lead generation tool, user intent is even more powerful than predictive prospecting alone. Intent data, paired with historical data from predictable prospecting, gives B2B marketers a clear picture of their ideal customer and informs effective marketing practices, which can dramatically increase ROI.
  • Qualified user intent data—built from first- and third-party data sources—plays a critical role in determining user intent. With the right data and real-time activity monitoring, marketers can reliably predict a B2B user’s next action and then deliver targeted messages at just the right moment.
  • Intent-based marketing programs can drive up ROI by enabling teams to prioritize leads, focus their efforts on the most profitable activities and develop custom campaigns that are more likely to convert to sales. By becoming more efficient and effective, marketing teams can realize positive impacts to ROI and the company’s bottom line.


With user intent data, B2B marketers have a powerful tool for identifying ideal customers, influencing their buying journey and positively impacting the company’s ROI, pipeline growth and other key metrics. Similar to predictive analytics, intent-based marketing relies on user data to predict behavior. However, unlike predictable prospecting, intent-based marketing looks at a user’s current actions paired with historical actions, to determine the next likely behavior and then delivers marketing messages designed to influence the purchase decision at the moment a decision is being made.

Topics: User Intent Prediction

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B2B pipeline optimization model in Salesforce Sales and marketing alignment

Stewart Balanchine - Dec 3, 2018 8:09:54 PM


Most industry-leading companies already know how important it is to create alignment between their sales and marketing teams, but many fail to realize that maintaining alignment requires ongoing work and continual optimization.

Topics: Sales and Marketing Alignment

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Defining your Museum through its Global Presence

Stewart Balanchine - Oct 31, 2018 11:03:06 AM

Establishing a global brand is about defining who and what you are as an organization. It is your answer to the question: what is your museum and what does it do?

Topics: Digital Marketing Automation- Digital Transformation Solution- Salesforce for Museums

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Marketing Automation Improves the ROI for Museums

Stewart Balanchine - Oct 31, 2018 9:29:03 AM

As the cultural and education markets grow more competitive, museums must take advantage of everything they can get out of their marketing automation platform. Fortunately, a good marketing automation suite will pay for itself.

Topics: Digital Marketing Automation- Salesforce for NonProfits- Salesforce for Museums

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Museum Marketing Challenges and Solutions in Digital Transformation Era

Stewart Balanchine - Sep 29, 2018 7:10:50 PM

Museums: Challenges

The digital revolution has brought with it a host of amazing opportunities for its users, and consequently has created a new breed of consumer. The expectations of consumers have also been transformed somewhere along the route. Museums are one such group striving to meet the challenges kindled by this new wave of digital expectations from their visitors, whilst at the same time struggling through both budget constraints and restrictive legacy systems.

Topics: Salesforce for Museums

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