Biznology

FEBRUARY 23, 2018

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80-85% of their effort goes to customer acquisition. Some companies. This is a mistake.

Top of Funnel 205

Top of Funnel Work Management Marketing Management Churn Rate 205

Biznology

AUGUST 8, 2019

I was teaching B2B digital marketing to master’s degree students at San Andres University in Buenos Aires again this summer. So, I decided to look into what’s going on in B2B marketing in Argentina. Ruth: How do B2B marketers in Argentina approach new customer prospecting these days? Frias , who filled me in. Martin: No.

Demand Generation Agencies 106

Demand Generation Agencies Enterprise Management Marketing Automation Services B2B Marketing 106

Biznology

MAY 18, 2017

If I were to visit your website, would I find a collection of social media icons I can click on to go to your company page on each of the most popular networks? You’re ahead of many B2B companies and right in there with > 80% of those companies that have organized LinkedIn programs. Every company should have one.

Social Media 143

Social Media Sales Qualified Leads Lead Ranking Lead Scoring 143

Biznology

DECEMBER 30, 2016

I caught up recently with Ichiro Niwayama , founder of Symphony Marketing , the leading B2B-demand generation agency in Japan. His new book, Ultimate B2B Marketing: ABM , was published only last week, and has already leaped to #1 on the Amazon Japan business book list. I think Japan is 15 years behind the US.

Account Based Marketing 151

Account Based Marketing Demand Generation Agencies Work Management Paid Search Agency 151

Biznology

APRIL 24, 2015

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. First, we target the right accounts.

Ideal Customer Profiles 80

Ideal Customer Profiles Case Studies Case Study Marketing Management 80

Biznology

JULY 26, 2017

Account-based marketing is a hot concept in B2B these days, but how does it really work on the ground? In terms of background, Enli is a Portland-based company with a population health management platform for health systems. In the old world of marketing as demand generator, we would have said, “That’s not our job.

Top of Funnel 164

Top of Funnel Account Based Marketing ABM Lead Ranking 164

Biznology

SEPTEMBER 26, 2013

The Number One rule in B2B marketing: Never, ever, pass an unqualified lead to your sales force. Because they’ll hate you in the morning… But seriously, if the role of B2B marketing is to provide leverage to sales, then burdening a sales rep with a prospect who is not a realistic potential buyer is no help. Parent company.

Lead Qualification 80

Lead Qualification Lead Generation Lead Ranking Lead Scoring 80