April 27, 2016
Here’s the Problem with B2B Email Marketing
“B2B email marketing” is an oxymoron. That’s the problem. The known limitations of email marketing don’t accommodate the demands and complexities of the B2B buying...
Aleks Peterson is a contributor to the TechnologyAdvice blog.
“B2B email marketing” is an oxymoron. That’s the problem. The known limitations of email marketing don’t accommodate the demands and complexities of the B2B buying...
We’ve come a long way from copper landlines and fax machines. Modern communication tools give businesses the ability to engage with customers and collaborate between teams...
Amanda Sibley manages the demand generation team at HubSpot — one the biggest and fastest-growing marketing automation vendors in the world, not to mention a wellspring of...
A marketing campaign is a conversation. It’s a conversation between a business and a group of prospects, but a conversation nonetheless. And like a conversation, it will be...
Thought leaders and analysts have described the modern buying cycle with every metaphor imaginable. It’s a bow tie. It’s a vortex. A hub and spokes. A labyrinth....
Being "customer-centric" is common sense. It's similar to being "goal-oriented," "data-driven," or "user-friendly." Assuming you want your company to profit and succeed, why...
Traditional lead generation has always focused on the capture and nurture of individual leads. Many companies, with the right technology and resources, have honed this method...
B2B prospecting isn’t synonymous with lead generation, but it is part of lead generation. It’s the part that takes place on the very front end, before qualification,...
B2B marketers have an acute need for insight and mastery of skills. Whether it’s the latest research report, a new campaign strategy, or a streamlined technical workflow,...
A lot of analysts and B2B companies use the terms “demand generation” and “lead generation” interchangeably. While not overtly harmful, this conflation is inaccurate. ...
B2B appointment setting: you set an appointment to consult with another business about products and services. Pretty straightforward, right? If you have any experience in the...
The B2B sales cycle is a monster. Almost every product vertical is saturated with competitors, and purchases — when they do happen — are prolonged by decision-making...
Inbound programs can generate some of the most qualified, valuable leads in your marketing mix. That’s because inbound leads are primarily driven by their own will and r...
Buyers use reviews to get an unbiased picture of how a product will perform based on previous user experiences. In some ways, this is a universal truth, but it has slightly...
If you know anything about lead generation, you know it’s important to balance programs across multiple channels. A multi-channel campaign, properly constructed, will bring...