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 …
Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time Read More »
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 …
Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch Read More »
When it comes to buyer persona development, recruiting and interviewing the right people matters. I get this question frequently. It may sound like an easy question to solve. It is not and has a way of raising more questions. Avoid the Easy Route Typically, I have heard the response of getting started by going to …
Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters) Read More »
B2B business strategies were much simpler back in the day. In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint. We are no longer back in those days. We are in the new digital age. This new age consists of more complexity, collaboration, co-creation, and new emerging buying …
Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle Read More »
Every company has aspirations to become the market leader in their space. Leading your market has built-in advantages over your competition. Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar …
3 Ways to Be a Market Leader with Buyer Foresight Read More »
Over the past year, questions about content marketing effectiveness are beginning to surface. The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%. Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This …
4 Reasons Why Content Marketing Should Care About Audience Development Read More »
The more change occurring the more questions arise. This year is no exception. B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013. What are the big future questions for B2B Marketers? Let’s look at a few: How do we generate more leads and keep them? …
Depending on which reports you may read (Marketing Sherpa, Forrester, and etc.) approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Yet, these same reports benchmarking such effort tell us this: companies who perform lead nurturing enjoy a better than 25% higher return on their efforts than those who …
One Way to Know the Ideal Buying Scenarios for Lead Nurturing Read More »
A problem facing organizations today is generating more leads. Making this issue even more challenging is changes in buying behavior. Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.
“It is good to have an end to journey toward; but it is the journey that matters, in the end.” ― Ernest Hemmingway The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade. It is an understatement to say many things have changed in the world …
