Once upon a time, B2B lead nurturing was strictly the domain of the sales team. Using trade shows, print ads, and occasionally broadcast spots, B2B marketers...
Once upon a time, B2B lead nurturing was strictly the domain of the sales team. Using trade shows, print ads, and occasionally broadcast spots, B2B marketers generated leads, which were passed along to the sales department. Salespeople then followed up with the leads, nurturing them on the phone and sometimes even with a three-martini lunch. This mythical lunch was a part of the lead nurturing process. During these lunches, the salesperson demonstrated his or her knowledge...
Once upon a time, B2B lead nurturing was strictly the domain of the sales team. Using trade shows, print ads, and occasionally broadcast spots, B2B marketers generated leads, which were passed along...
Every marketer who has been tasked with generating leads has experienced the feeling of rejection from sales. Marketing generated leads are not only rejected,...
Every marketer who has been tasked with generating leads has experienced the feeling of rejection from sales. Marketing generated leads are not only rejected, but ignored. Both of these reactions hurt. We have enough emotional drama in the rest of our lives, so we need to get it out of our work lives. If marketers do their jobs well, which we all want to, the sales team has a full pipeline of qualified leads to contact. A percentage of them become customers. This is the plan....
Every marketer who has been tasked with generating leads has experienced the feeling of rejection from sales. Marketing generated leads are not only rejected, but ignored. Both of these reactions...
The sponsorship possibilities at most conferences are endless. Keynotes are sponsored. Lunch is sponsored. Of course all of the cocktail receptions are...
The sponsorship possibilities at most conferences are endless. Keynotes are sponsored. Lunch is sponsored. Of course all of the cocktail receptions are sponsored. But what if you could sponsor an event that shows you care about your customers. Not just pretend to care about them, but really care about them. Many conference attendees throw their workout clothes and running shoes into their suitcases, but never quite have the motivation to use them when they travel for...
The sponsorship possibilities at most conferences are endless. Keynotes are sponsored. Lunch is sponsored. Of course all of the cocktail receptions are sponsored. But what if you could sponsor...
If your company is considering marketing automation or you have recently implemented it, you are not alone. According to The State of the Marketing Technology...
If your company is considering marketing automation or you have recently implemented it, you are not alone. According to The State of the Marketing Technology Industry, only 3% of businesses surveyed use one of the four most common marketing automation systems. Clearly, a lot of marketers are going to be very new to this. They will have to try and convince stakeholders to budget for marketing automation. They need to get buy in from marketing, sales and IT. Someone needs to...
If your company is considering marketing automation or you have recently implemented it, you are not alone. According to The State of the Marketing Technology Industry, only 3% of businesses surveyed...
Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. And the...
Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. And the reason I say that can be summed up in a single sentence, which comes from an article which ran earlier this year on business2community.com: "B2B marketers must move toward solutions that identify and act upon intent throughout the customer journey." I reference that particular line for it speaks directly to the need for...
Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. And the reason I say that can be summed up in...
Whether it’s just a few hours, a day, a week, two months, or even ten years, purchase cycles exist for every product. The length of the cycle usually reflects...
Whether it’s just a few hours, a day, a week, two months, or even ten years, purchase cycles exist for every product. The length of the cycle usually reflects the size of the purchase, with smaller items such as groceries having shorter purchase cycles, and more significant transactions such as cars, houses or holidays working in far longer cycles. Each purchase is a valuable opportunity for brands to engage with a customer, increasing the connection they feel with a brand....
Whether it’s just a few hours, a day, a week, two months, or even ten years, purchase cycles exist for every product. The length of the cycle usually reflects the size of the purchase, with...
Today’s channel marketing professionals are certainly savvier than ever before. We’re recognizing the complexity of the marketplace and better meeting the needs...
Today’s channel marketing professionals are certainly savvier than ever before. We’re recognizing the complexity of the marketplace and better meeting the needs of today’s self-empowered buyers. We’re providing an array of marketing and sales tools and leveraging channel marketing automation to deliver the content and resources our direct sales teams and channel partners need to engage and nurture prospects through the sales cycle. We’re driving social media efforts and...
Today’s channel marketing professionals are certainly savvier than ever before. We’re recognizing the complexity of the marketplace and better meeting the needs of today’s self-empowered buyers. We’re...
Marketing automation and lead nurturing seem to go hand-in-hand. In fact, according to the 2014 B2B Enterprise Demand Generation Study conducted by ANNUITAS,...
Marketing automation and lead nurturing seem to go hand-in-hand. In fact, according to the 2014 B2B Enterprise Demand Generation Study conducted by ANNUITAS, 75% of respondents stated they are using lead nurturing. Yet despite the widespread use of lead nurturing as part of a demand generation strategy, only 2.8% of respondents stated they are having success with their demand generation programs. Where is the disconnect? In discussions with enterprise marketers and in...
Marketing automation and lead nurturing seem to go hand-in-hand. In fact, according to the 2014 B2B Enterprise Demand Generation Study conducted by ANNUITAS, 75% of respondents stated they are...
CMOs are stuck in a tough spot—choosing between polishing their bright rocks and climbing a quarterly wall they have to hurdle. They must balance the needs and...
CMOs are stuck in a tough spot—choosing between polishing their bright rocks and climbing a quarterly wall they have to hurdle. They must balance the needs and priorities of romancing customer love and creating beautiful campaigns with scaling a daunting revenue wall to satisfy the demands of their C-suite and company investors. Many people call this a dilemma. Others call it a challenge. In any language, it’s not easy. But some CMOs are thriving under these conditions and we...
CMOs are stuck in a tough spot—choosing between polishing their bright rocks and climbing a quarterly wall they have to hurdle. They must balance the needs and priorities of romancing customer love...
