What’s a lead worth to you?

What’s a lead worth to you? Cost-per-lead (CPL) is a time-honored metric for evaluating generation of sales prospects. But it doesn’t measure the value of a lead. With more digital marketing channels available to generate greater sources of leads, it’s…
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Enticing B2B Buyers – Starting with Simon Sinek’s “Why”

Simon Sinek’s hugely popular TED Talk, How great leaders inspire action (over 21 million views to date), has considerable implications for marketers who want to craft content that entices loyal buyers. Central to Sinek’s approach, is the knowing and communicating…
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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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Insight Selling’s most overlooked question: Why now?

The CEB’s research on buyer behavior in the digital age has led them to form a new maxim:  “Given the choice, customers will generally engage a supplier as late as they possibly can.” [i]   While there are several reasons…
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This Year’s Top 6 B2B Marketing Predictions– Are You on Track?

Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014, we thought we’d provide a tidy summation of those top ideas – a “best of…
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Using Customer Insight to Drive C-Suite Leads

Customer insights are vital for creating differentiated and focused messaging that resonates uniquely with your target audience in today’s crowded marketing channels.  All too often, we adopt a seemingly rational content approach, only to wonder where the logic failed when…
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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: Reduce the Burden of Your Buyer’s Journey

While communicating with a wide audience is easier than ever before, somewhat paradoxically, actually connecting with them in meaningful ways is becoming ever more difficult amidst the growing morass of online content.  Unfortunately, quantity of information in no way equates…
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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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4 Rules for Better B2B Content Marketing

The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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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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How to Make Your Campaign Message More Personalized

As buyers increasingly engage in self-guided online buyer’s journeys, marketers must find ways to engage with prospects via websites, blog posts and other social media.  Adding to the complexity of the challenge is the need to break through the barrage…
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