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 marketers are nervous about whether they’re creating the right content. When you don’t have a…
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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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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 key characteristics and requirements of IT security solution buyers. The corresponding Market Brief is designed…
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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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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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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 employs just this strategy by creating messaging which resonates, identifying timely and relevant issues that…
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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 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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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 marketing program.  A big challenge though is creating content which sufficiently engages your target audience….
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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 a competitive advantage – but is there any value in this technique for the B2B…
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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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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 the responsibility of a specific job title then you need to investigate who has responsibility…
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