How Much are Your Sales Leads Really Worth?
Every day, marketing and sales professionals in thousands of B2B companies make significant investments to acquire and develop sales leads. The ultimate objective is to grow revenues and profits by...
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How Much are Your Sales Leads Worth? - Part 2
In my last post, I discussed why B2B marketing and sales professionals need to have a clear and accurate understanding of lead value. I also described the first two steps of a four-step process for...
View ArticleWhy You Shouldn't Rely on Cost-Per-Lead
About once a month, I'm publishing a post that shares insights I've discovered at another blog. This month, the insight comes from ViewPoint l The Truth About Lead Generation. The primary author of...
View ArticleWhy Your Sales Reps Need Tablet-Ready Marketing Content
Unless you've been stranded on another planet for the past couple of years, you're already aware of the popularity of tablet computers like Apple's iPad. Tech research firm Gartner estimates that 119...
View ArticleClosing the Credibility Gap in B2B Marketing
The dictionary definition of credibility is the quality or power of inspiring belief. Credibility with prospects and customers is critical to the success of any business. Credibility creates trust, and...
View ArticleWhy Marketing Myopia Is Still A Problem
In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled “Marketing Myopia.” When it was republished in 2004, HBR editors said the article, “introduced the most...
View ArticleThree Things To Do Before Hiring More Sales Reps
When B2B companies need to increase sales, managers will usually consider hiring more sales reps. This thinking is understandable because many B2B companies have long relied almost exclusively on their...
View ArticleWho is Responsible for "Challenger" Lead Generation?
The principles described in The Challenger Sale continue to provoke a great deal of discussion among B2B marketing and sales professionals. In this important book, Matthew Dixon and Brent Adamson argue...
View ArticleWhy BANT No Longer Works for Qualifying Leads
One of the most widely-used methods for qualifying B2B sales leads is known by the acronym BANT, which stands for Budget - Authority - Need - Timeline. The basic idea is that you will have a strong...
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How to Make Distributed Marketing More Productive
Thousands of companies sell products and services through regional or local outlets. These outlets may be branch offices or company-owned retail stores, or they may be related but independent business...
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How Marketing Asset Management Improves Distributed Marketing
This is the second of four posts discussing how to improve distributed marketing operations. In my last post, I explained what distributed marketing is, and I described the major challenges facing...
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How to Make Local Marketing Easier
This is the third of four posts dealing with distributed marketing. So far in this series, I've explained what distributed marketing is, described the major challenges facing distributed marketers, and...
View ArticleWhy Distributed Marketing Technology May Be Relevant for Your Company
My last three posts have discussed how technology can improve the productivity of distributed marketing. By the traditional definition, distributed marketing refers to a marketing model in which both a...
View ArticleIt's Time to Integrate Marketing and Sales
Marketing and sales "alignment" remains a hot topic among B2B marketing and sales professionals. Many people on "both sides of the aisle" now recognize that successfully finding and winning new...
View ArticleWhy Content Marketing Should Be a Core Part of Your 2013 Business Plan
With less than two months remaining in 2012, you've probably started planning for next year. If your marketing and sales efforts produced the results you hoped for in 2012, that's great!...
View ArticleContent Marketing Basics for 2013 - Compelling Value Propositions
If you want to implement an effective content marketing program in 2013, the place to start is with your customer value propositions. Value propositions are the cornerstone of your entire demand...
View ArticleContent Marketing Basics for 2013 - Buyer Personas
Relevant content is a fundamental requirement for any effective content marketing effort. Today's business buyers are incredibly busy, and they view their time as their most precious commodity. Just as...
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Content Marketing Basics for 2013 - The Content Audit
Starting a content marketing program from scratch can feel like an overwhelming task. Content marketing differs from traditional marketing in several fundamental ways, and it will require you to...
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Do Inbound Leads Really Cost Less?
Advocates of inbound marketing frequently assert that inbound sales leads cost less to acquire than outbound leads. The research usually cited to support this claim is the annual inbound marketing...
View ArticleYear-End Lessons From the Past
Early in my business career, I was privileged to have a great B2B sales mentor. I met William in 1988 and interacted with him frequently until his retirement in 1995.William sold printing presses to...
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