Demand Generation
With all the focus given to inbound marketing by companies like HubSpot, you might be forgiven in thinking that sending out email is dead. But… Read More »A Beginner’s Guide to Successful B2B Email Marketing
Introduction There is a famous speech in the 1992 film ‘Glengarry Glen Ross’ (warning: expletives!) given by Alec Baldwin, which reflects the ‘Hero’ Sales culture… Read More »Always Be Moving – CTAs, KPIs, Tracking & Attribution in B2B Marketing
In this networked world it remains a challenge to take potential buyers through a truly personalized interactive experience with your company. The Holy Grail of… Read More »Content generation for lead nurturing in a 1-to-1 world
Surely, B2B Sales & Marketing has always targeted accounts! Account-Based Marketing (ABM) has received a significant amount of attention from B2B companies in the last… Read More »What’s So New About ABM?
A History of Failure As someone who has worked in the computer software industry for 15 years, I am painfully aware of the history of… Read More »Automating Demand Generation: will we follow the SFA model?
In previous blogs in this series, I have considered the importance of clearly defining target personas and then using engagement behaviour, combined with other structured… Read More »Optimising Digital Channels for Conversion in B2B
Introduction This is the second part of my post on what it takes to enable timely engagement with buyers in the B2B technology buying process.… Read More »Managing and measuring performance of the B2B sales funnel
Introduction This week I’ll continue my look, started with last week’s Blog, at Marketing’s contribution to sales pipeline and how the customer’s buying cycle must… Read More »7 Steps to Effective Pipeline Management – Part 2
The primary driver of B2B Marketing in high-tech markets is to feed the sales pipeline and generate a quantifiable contribution to revenue targets. Marketing is… Read More »7 Steps to Effective Pipeline Management – Part 1