B2B Marketing Traction

article thumbnail

From Subliminal Madmen… …to Lead Nurturing? Really?

B2B Marketing Traction

Because the Internet has changed the way people buy, marketers have to change the way they market. Buyers want information about products and services when they want or need to buy something. Because of the focus on the buyer, a new term and a new activity has emerged in marketing today – lead nurturing. Buyers are in control.

article thumbnail

B2B CMOs – Get Out of Your Silo and Lead

B2B Marketing Traction

and lead , among other things. The way people buy has changed forever. Leading by communicating the marketing strategy is critical. B2B CMOs must break out of the marketing silo (ivory tower?) That means new roles and challenges for CMOs. on a real-time basis. We can now do this, thanks to social media.

CMO 100
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

B2B Marketer: You Paid for TOFU. Do you have MOFU?

B2B Marketing Traction

For a long time marketing departments have focused on TOFU, or top of the funnel lead generation. Now it’s time to also focus on MOFU, middle of the funnel qualified lead nurturing and development. You may have qualified the leads before the great hand-off to sales, who worked with the lead through the sales cycle.

article thumbnail

Today’s B2B Marketer Must BAT, not BANT

B2B Marketing Traction

What is marketing’s role before it hands off a lead to sales? These are things that marketing needed to identify before they could qualify a lead. It turns out others agree with me – see these articles and posts on the downfall and realities of BANT: Why BANT no longer applies to B2B lead qualification.

article thumbnail

CMOs Need to Up Their CRM Database Game

B2B Marketing Traction

The days of marketing handing off leads to sales and retreating to their creative, lead gen marketing silo are over. Buying cycle, you say? Yes, the buying cycle. Now marketing must provide content and information online where their prospective buyers go. Does your CRM system need work?

CRM 100
article thumbnail

B2B Marketers Going Beyond Buyer Personas, Working with Sales

B2B Marketing Traction

Recent surveys show that as much as 57% of the buying decision is done before buyers contact sales ( CEB Study of 1400 Customers ). In B2B marketing there no longer can be a hand-off of leads from marketing to sales. The need for marketing to work with sales is more important than ever.

article thumbnail

The Death of Salesmen, Really

B2B Marketing Traction

There was an awkward pause, after which the sales man launched into a fast-paced monologue about how he’s using social media to do lead generation. ” People don’t want to be called with pitches when they’re not buying. Now people want to find the right resource when they’re ready to buy.