Content Marketing: Seeing What Sticks?
Content Marketing: Seeing What Sticks? There’s plenty of commentary about content marketing available these days. That’s probably due in part to the fact that many
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
Marketing and Selling IT Security Solutions
Top 4 survey findings on the marketing and selling of IT Security solutions A recent survey of IT security professionals undertaken by Gatepoint Research investigated
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
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
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
Going Beyond Thought Leadership to Commercial Insight
As B2B marketers, we know that truly connecting with prospects in a meaningful way requires connecting with them on an emotional level. Content based marketing
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
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;
Building a Better Content Marketing Strategy
With today’s ever-increasing number of channels and platforms for reaching prospects, developing a solid content marketing strategy is now a vital component of any successful
3 Key Benefits of Psychographic Segmentation
Lisa Vitale on Benefits of Psychographic Segmentation. While there are many ways to segment your target audience, B2C marketers are successfully using psychographic segmentation as
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%
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
Step 1 – Define Your Prospects Better
The first challenge you face when marketing more complex solutions is to define exactly who is the prospect. If your solution doesn’t fall neatly within