Case Study: How Genwi gained market traction with prospect surveys

Case Study:  How Genwi gained market traction with prospect surveys The market for marketing technology is hot, expected to  generate $32 billion in 2016 for companies providing solutions. But with almost 1,900 marketing technology companies across 43 different product categories,…
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Ad Blocking impact on B2B marketing

Ad Blocking impact on B2B marketing Advertisers may just about have hit the limit on what consumers are willing to tolerate in web and mobile marketing experiences. Apple’s decision to allow ad-blocking on it’s mobile platforms is a sure sign…
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Do You Know Where That Data Has Been?

Do You Know Where That Data Has Been? Even though marketers collect copious amounts of first-party data, most find they need more in order to optimize their digital marketing strategies. In fact, in a recent survey 6 out of 10…
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Using Survey Responses to Drive Customer Engagement

Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening.  As the influential psychologist Carl Rogers famously said, inability to communicate is a result of a failure…
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Using Psychographics with Role-based Targeting

Recent research by CEB and Google (“From Promotion to Emotion,” October 2013*) on the role emotion plays in the B2B marketing process has returned some surprising and insightful results.  Counter to conventional B2B marketing wisdom, where branding and the communication…
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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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Best Ways to Generate Sales Qualified B2B Leads

We often find that our customers have been previously disappointed by companies selling contact lists or appointment-setting services that simply don’t deliver the goods.  Generally speaking, the culprit tends to be poor-quality lists. The subsequent appointments are with ill-qualified prospects…
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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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Using Social Media to Accelerate Sales

As part of our latest B2B survey of senior enterprise marketers, we asked, “How has social media changed the buyer’s journey?” Overwhelmingly (65%), respondents answered that social media has accelerated the sales cycle – see chart below.   How has…
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Improve Target List Accuracy and Email Success

Crafting a robust list or database requires a combination of clarity of purpose, finesse, and a healthy dose of elbow grease – verifying and validating lists can be tedious, hard work, but a well-built database can prove invaluable.  In fact,…
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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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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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How To Make Your Event Stand Out With Target Accounts

A recent study found that events are the most effective marketing method for generating demand with target accounts1. But if you ever have to deal with the challenges of putting together a successful event, you’ll know that the biggest problem…
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How to Reach Decision Makers

Marketing is often given mixed messages about what’s expected.  Demand generation – creating a flow of leads – is not the same as the goal of reaching decision-makers, but it is often spoken synonymously.    When you’re tasked with reaching…
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Finding Target Account Decision Makers

What is a decision maker?  We all make decisions. Thousands and thousands every day.  What clothes to wear.  Pick up the toothbrush first or the hairbrush?  Former President Bill Clinton recently said that George W. Bush had it right:  the…
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How to Gain Vital Target Account Intelligence

Nowadays, you must deliver the right message at just the right time, in order to get a prospect’s attention. If you deliver a solution message before the need is established, it’s ignored. Deliver it late and, at best, you’re in…
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Succeeding at B2B sales …and High School Dating

I have a confession to make.  When I was in high school I was a total nerd, devoid of social skills.  It was just my dad and I living in a big house, and no women to counsel us on…
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