The New B2B Marketing: Don’t Interrupt!
I was impressed by a smart observation recently made by Holger Schulze. “In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering...
View ArticleClik here to view.
B2B Marketing: Dealing With Long Sales Cycles
I was recently looking for a gift to give to a business associate. So I logged onto Amazon.com, looked for best selling business books, picked one and ordered it. I am also in the process of looking...
View ArticleThe New Marketing: Being Social
Is it a “new marketing” or has it always been about conversation? I have a feeling that truly successful marketing has always been about reaching out to your audience in a meaningful way. But of...
View ArticleSales Enablement: A Top Priority
I wasn’t exactly surprised to read that a growing number of companies are recognizing the importance of sales enablement. If sales reps are reporting that “inability to communicate value messages” was...
View ArticleHow Well Do You Understand Your Customers?
The best marketing is done when we really, truly understand our customers – when we reach a level of familiarity and understanding that makes us not just aware of what they think, but actually think...
View ArticleClik here to view.
Are You A Vendor – Or a Resource?
I enjoyed reading Andrea Johnson’s recent article, discussing the importance of research by sales reps. While the entire article is very well-written, today I’d like to focus on one sentence that...
View ArticleClik here to view.
No More Stupid Questions! Or: The End of Web Form Abandonment
Web form abandonment is a big problem for B2B websites, which typically achieve a depressing 10% form completion rate. Since form completion rates are closely related to revenue growth, it’s important...
View ArticleClik here to view.
The Traditional Sales Process is Dead; Long Live the Buyer-Lead Process
Think you’re the one qualifying your leads? Think again. As Scott Gillum recently observed, it is more likely that they are the ones qualifying you, as they browse through your website, compare your...
View ArticleClik here to view.
How to be an Awesome Marketer
Anyone who’s ever served in any marketing capacity is painfully aware of how marketing is perceived in many organizations across the country. The CFO might view “marketing budget” as a dark, bottomless...
View ArticleClik here to view.
10 Steps for Adapting to the New B2B Buying Process
B2B buyers now have more control than ever. They can access a wealth of information online, so they no longer rely on salespeople to provide them with the information they need. In fact, research tells...
View ArticleClik here to view.
The 2013 Lead Nurturing Best Practices Checklist
(Guest post by Ian Michiels, Principal and Managing Director of Gleanster) It’s easy to lose sight of the forest for the trees when embarking on lead nurturing initiatives. Research suggests that even...
View ArticleClik here to view.
New Study Shows Significant Increase in B2B Demand Generation/CRM Systems
New research (download here) on demand generation adoption highlights the growing number of B2B companies that are now implementing marketing automation coupled with CRM system integration. The report...
View ArticleClik here to view.
New Study: Sophisticated Campaigns Are On The Rise; Easy to Use Systems are a...
Marketers opened up about their demand generation toolkits in a new study that provided insights into marketing automation deployment obstacles, multi-step campaign types, campaign timing and prospect...
View ArticleClik here to view.
How do I get started with marketing automation?
Every marketer knows that no matter how large their organization is, job number one is bringing in qualified leads. Marketing automation – coupled with a CRM system – is rapidly becoming the standard...
View ArticleClik here to view.
This is Too Much Work For Me
As we’ve reported, Sirius Decisions determined organizations that follow strong lead nurturing practices sustained by marketing automation close over 4 times the number of deals of average firms. But...
View ArticleClik here to view.
Roland The Headless Thompson Gunner
It’s Halloween, so forgive me for bringing up the specter from that old Warren Zevon and David Lindell tune. Roland never stopped – despite Van Owen, despite the absence of his head. Your online...
View ArticleClik here to view.
Are Bad Leads Bad? Or Just In A Different Time Dimension?
OK, so I just saw Interstellar, and I’m trying to figure out this whole space-time continuum thing. “When” is crucial to understanding the movie. And it’s crucial to understanding the quality of leads....
View ArticleClik here to view.
Understand the Full Extent of Prospect Engagement
The goal of marketing is to develop brand relationships by enticing prospects into a communications cycle that is iterative and continuous. When prospects reach a level of knowledge and interest that...
View ArticleClik here to view.
Fourteen Lessons (Re) Learned in 2014
It’s a tradition at the end of the calendar year to take stock and assess the lessons learned in the last year – and look forward to improvement for the next. One constant is that everything old is new...
View ArticleClik here to view.
Getting started with Marketing Automation
Marketers that are successful at implementing marketing automation typically use a characteristic set of functions when they first deploy. The most successful start by turning on capabilities that are...
View Article
