5 specific ways to guarantee alignment between Marketing and Sales

“Sales is calling all the shots.” Does this sound familiar? In the collaborative dynamic between sales and marketing, there should be a balance of power, but sometimes this balance gets a bit off-kilter. No company is perfect, but if this…
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Marketing technology: 4 ways to sort through the fray and find the right vendor for you

One of the most exciting and challenging aspects of marketing is the variety of activities that falls within its umbrella. Marketing holds something for everyone, whether it be digital tactics, data analytics, SEO, strategic planning, brand management, PR, or any…
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One of 11 Marketing Trends for 2015: CMO as Chief Simplification Officer

With the possibilities enabled by technology, today’s world is inherently more complex than even a few decades ago. In this digital business context, organizations are likewise increasing in complexity. Consequently, argues international marketer Avi Dan, someone needs to cut across…
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Improving the Quality of B2B Lead Generation

The largest hurdle to improving the quality of the lead-gen process is ensuring marketing and sales are on the same page.  Traditionally, these two entities have been wholly separate organizations, seemingly working towards the same goal.  However, in reality the…
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Reduce Customer Acquisition Costs and Win More Deals

The shift in buyer behavior resulting from the ubiquitous availability of digital information requires continuous adaption of B2B marketing strategies to keep them working effectively and efficiently.   Key factors affecting marketing approaches, especially for the sales of complex solutions,…
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B2B Content Marketing: Making the Most of Your Blockbuster Content

A successful B2B content marketing strategy isn’t just about generating great content – although that’s key.  It’s also about deploying focused and targeted content in a comprehensive and deliberate manner where your audience can find it when they need it. …
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11 Steps to Building a Digital Marketing Strategy

In previous posts I’ve discussed the pressing need for marketers to adopt a comprehensive digital strategy. This post provides a tried and tested set of steps on precisely how to do that.  To quickly recap, the challenges marketers now face…
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Improve Sales and Marketing Efficiency: Find the Right Decision Maker

When attempting to sell a technology solution to a targeted account it’s clearly imperative to know who has responsibility for the system, process or application that you are trying to support or replace. Spending sales time to investigate the right…
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Most Effective Ways for Marketing to Impact Sales Enablement

Our latest survey of senior B2B marketers reveals that lead generation is still high on their list of priorities. However, of more importance is gaining tighter alignment between sales and marketing. As buyers increasingly turn to the internet to find…
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B2B Marketing Strategy: Vertical is Vital Now

Today’s cloud solutions and the related customer needs are changing the service mix, affecting how such services are being sold and, who they’re being sold to. Before software-as-a service (Saas) and cloud computing started to have a major impact, most…
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Most Disturbing Trend for Marketing Decision-Makers

Our recent survey of 150 senior enterprise marketers from major technology companies offers some interesting insights.  Respondents overwhelmingly felt that, “people doing too many tasks; no room to think,” was the “most disturbing trend they had noticed in the last…
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Creating a Digital B2B Sales Process

Lisa Vitale Sales Process ExpertHere’s a sobering thought for B2B sales people and their marketing counterparts: “…today’s buyers might be anywhere from 60% to 90% of the way through their journey before they reach out to the vendor*.” The Internet…
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Step 2 – Update the Sales Process

The first of this two part series, Step 1 – Define Your Prospects Better,  focused on defining the B2B decision maker. This post will focus on evolving your sales process to better align with buyer behavior in today’s digital world. …
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