It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information their buyers
needed to learn how to solve their problems, a salesperson gained entry to
the relationship a lot earlier. They got to know their prospects and helped
them navigate the tricky waters of considered purchase decisions. The
salesperson with the best relationship usually won the deal.... (more)
I've been doing a lot of thinking about how marketers can optimize their lead
engagement to deliver more opportunity-prone prospects to their sales
A growing number of B2B marketers have marketing automation technology to
help them track, score and connect better than ever with their lead database.
Discovering who your hottest prospects are and getting them to sales at
exactly the right moment is becoming easier.
This is a great thing for both quantifying marketing efforts and for
generating higher alignment with sales, but what I'm wondering is what
happens when t... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)
There's a new report out from Demand Gen Report, sponsored by Manticore
Technology, that reveals the reflections of 53 marketing executives who are
using marketing automation systems. As the use of these systems is estimated
at only 10% of the overall B2B market, these insights from the trenches will
help both vendors and customers prepare for the best outcomes.
The benefits from automating marketing programs can be many. In fact, given
the role of the Internet in today's complex purchasing process, it's almost
impossible to operate in a customer-centric fashion without it.
This ... (more)
This week, I've been covering my learnings from the SAVO Group Summit.
You can also read my post on John Aiello's Introduction of Fluency and Scott
Santucci's escalating the sales conversation.
Today, I'd like to share some insights from the trenches. The summit invited
company representatives to share their experiences with sales enablement.
They had interesting things to share, so here's my take:
Tom Chamberlain, Director of Sales Readiness for Aspect
Tom spoke candidly about the fact that salespeople will tell you about what
they want, but to be very cognizant of the fact that the... (more)