Industrial Marketing Today

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Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. According to Marketo , a 10% increase in lead quality = 40% increase in sales productivity. This has resulted in fewer direct interactions with sales reps from vendors.

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B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people.

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If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

Jon Miller, VP Marketing, Marketo wrote in a recent post , “By eliminating the need for registration in order to gain access to your white papers, eBooks, and other valuable content, you remove the initial barriers to building relationships with prospects. David is not alone in voicing this opinion.