How Has B2B Buying Changed?

Is your organization struggling to close sales? Is your sales cycle increasing? Chances are – you’re feeling the effects of a changing B2B buying process. How Has B2B Buying Changed?  CSO Insights states three ways: (1) Access to information: Buyers have tremendous access to info. Why? Social media among peers. Content marketing from vendors. Forrester stated, “$10B

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Demand Generation – Inbound, Outbound and Account-Based Marketing

“When you look at Google Trends data, inbound marketing is still a highly searched term, while demand generation is searched much less frequently. But conversations with CEOs and CMOs show businesses are much more interested in a proactive demand generation methodology than an inbound methodology.” An interesting observation from the team at Square2Marketing that draws

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How to Know If Your B2B Marketing is Performing

There’s a saying in marketing that “50% of your marketing doesn’t work but you don’t know which 50%.” One of the greatest values of digital marketing is the opportunity to track and measure results. In today’s connected environment, whether using traditional marketing channels like direct mail or events or digital marketing channels like content marketing,

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Delivering Effective Negative Feedback to Build High Performance

Giving, effective, negative feedback is difficult. It was for me at first. Positive feedback was easy. But negative feedback felt awkward and uncomfortable. As we scaled iNET Interactive, a Fortune 5000 company for seven consecutive years and acquired in 2015, I initially struggled with it. As my team grew, revenue pressures mounted, acquisitions occurred, and

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High Quality Lead Generation a Top Challenge

Generating high-quality leads is the number-one challenge for B2B marketers.” [source: (IDG Enterprises] This statement begs interpretation, the least of which is how one defines “high quality.” Are marketers not engaging the right audience? Are they not converting qualified leads into “higher quality” opportunities (SRLs)? Who’s assigning quality? What’re the criteria? Generating “high-quality” leads, whether

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Marketing Math to Test SEO Cost-Benefit

Figuring out where to allocate precious resources is challenging especially when there are a large number of options. In many circumstances though, a little bit of data and some quick marketing math can help provide some reasonableness to your decision making. Let’s look at some data on search engine optimization (SEO) as a marketing channel where your company

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Sales Lead Nurturing for Industrial and Tech

“61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” This statistic, per a MarketingSherpa study, is painful in two ways. First, in terms of sales and marketing alignment. Your sales team lives and dies by winning or losing deals. Their efforts, driven by management’s pressures

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Segmenting Your Sales Leads for Effective Nurturing

I wrote recently about the importance of implementing B2B sales lead nurturing for industrial manufacturing and technology companies. Hopefully, it presented a reason to believe it’s important for you and it provided some guidance on how to get started. Today, I want to go into a very important step associated with developing an EFFECTIVE sales

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Account-based Marketing for Industrial Manufacturing and Technology Providers

Targeting-specific companies to generate awareness and engagement for your product or service is certainly not new. However, with an increase in the number of decision-makers and influencers involved in a typical B2B purchase, averaging 5.4 per CEB Insights, the importance of it has grown exponentially. Supported by better and cheaper access to buyer data and

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6 Strategies for Better Buyer Alignment

“Often companies experience failure due to misaligned goals in the following two key areas: 1) Misalignment between customer/client expectations and internal expectations; and 2) Misalignment between the sales organization and the operating side of the business,” according to this Forbes article. I have experience with companies that suffered in both these key areas. I would

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