The temptation for b2b marketers will be to use ‘free software’ and attempt to build alignment without the involvement of sales. What % of ’strategic projects that use free software and don’t involve anyone but marketing succeed?
It takes a long time to gain a new customer. An ‘average sales cycle’ in B2B can be 3 months, 6 months or even 24 months. Industries vary but whatever speed the sales-cycles moves at Marketing needs to keep supplying more leads.
So press on with the campaign planned for this quarter? Isn’t that a contradiction [...]
Marketing Automation white-papers focus on features and benefis. However the business imperaitive is sales and marketing alignment – that’s a strategic issue
Review of ‘Think Outside the Inbox’(TOTI) by Adam Blitzer and David Cummings.
Lead scoring can be a major challenge when the marketing department is small and working on a tight budget. What should you do?
Oracle announced today that they have purchased the intellectual property rights Market2Lead one of the pioneering companies in the market automation space. What does this mean for for B2B Marketers here in the UK? Right now – not very much. Firstly, Market2Leads customer base is small and there are not too many UK customers so [...]
The riddle of the buyers journey
I’ve always been intrigued by riddles and problems from since I was in short trousers. Here’s one of my favourites.
Mr. Jones lives on the fifteenth floor of an apartment building in uptown Manhattan. Each morning at 8 a.m., he leaves his apartment and descends by elevator to the ground [...]
It’s true that email will remain a vital tool in the B2B marketers box of tricks. However, there is a growing sense of frustration that it doesn’t work as well as it used to. After all we’ve all become more adept at blocking, ignoring and screening the vast stream of information available to us.
Only a [...]
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