Lead Management

Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

Leave a Comment / #h2h, B2B Buyer Ethnography, B2B Ethnography, B2B Marketing, Brand Strategy, Buyer Foresight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, buying scenario, Buying Scenario Model, Chief Marketing Officer, Content Marketing, customer focused, customer insights, human insights, human marketer, Human-Centered Marketing, Lead Management, MArket Research, modern marketing, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, Story Listening, Storytelling, Tony Zambito / By

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went …

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 3)

1 Comment / B2B Marketing, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, CMO, Content Strategy, customer insights, customer persona, Lead Management, Market Leader, Market Leadership, MArket Research, modern marketing / By

Part 3: A Closer Look At Modern Marketing Challenges The transformation to a new digital economy has been rapid.  A force of acceleration hit B2B organizations beginning the first decade of the 21st century.  During the past few years, in particular, we have seen the pace of acceleration quicken.  Causing many B2B organizations to either …

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Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time

Leave a Comment / Buyer Insight, Buyer Insight Map, Buyer Insight Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Chief Marketing Officer, Chief Sales Officer, Content Marketing Effectiveness, Critical Path to Purchase, Demand Generation, Lead Generation, Lead Management, Lead Nurturing, Lead Persona, Persona buying Cycle, sales strategy / By

Generating leads is a big deal.   Acquiring new accounts and customers an even bigger deal.  Getting both of these right is a very good deal.  Getting them wrong – well – can be a very bad deal. Recently, I reviewed the interesting findings from the CSO Insights Lead Optimization Study.  The study’s primary focus was to …

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Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch

3 Comments / Buyer Decision Model, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, Chief Sales Officer, Company Persona, Content Marketing, Content Marketing Effectiveness, Content Strategy, Ideal Buyer Persona, Ideal Company Persona, Lead Generation, Lead Management, Lead Persona, sales strategy / By

You can almost see the long trumpets getting ready.  The clarion call for generating new business in 2014 will be loud and long.  B2B businesses have been making the slow crawl out of the recession.  Looking out in the horizon for new markets, growing their customer base, and expanding products and services.  Getting there means …

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