Biznology

AUGUST 2, 2021

The yawning gulf between sales and marketing is a fact of life in B2B companies. We grab onto new strategies like account based marketing (ABM) in the hope that this will be, at last, where the two functions will finally work together in harmony. Sales owns the P&L. We all know this. I don’t have the whole answer.

B2B Sales 197

B2B Sales Account Based Marketing B2B Marketing Cost per Lead 197

Biznology

JULY 11, 2019

Effective sales funnels are the most engaging—and effective—ways to increase your business. Many businesses struggle with lead generation, qualifying leads and converting them to sales. About 73% of a business’s potential leads aren’t sales-ready. Focusing on lead volume and not quality.

Top of Funnel 130

Top of Funnel Sales Qualified Leads Digital Marketing Funnels Advertising Funnels 130

Biznology

JUNE 6, 2018

If you’re a small or medium size business selling to consumers, you probably want to both automate and personalize your marketing campaigns. The solution, of course, is marketing automation linked to your customer relationship management (CRM) software. Fortunately for SMB marketers, CRM is becoming main stream. The Disconnect.

Marketing Automation Services 167

Marketing Automation Services Top of Funnel Enterprise Management Work Management 167

Biznology

APRIL 28, 2014

In other words, if Michelle’s campaign is generating qualified leads that convert to sales at a return that pays for themselves, covers her overhead, plus leaves a profit for IBM, she can keep the campaign running until the cows come home. Or until the campaign fatigues, and dips below the required ROI hurdle rate.

Budget Programs 80

Budget Programs Campaigns SMB Marketing Budget Creation 80

Biznology

MAY 30, 2012

There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. But how many sales will we get from the 10,000 with whom have no direct connection?

B to B 80

B to B RFP Sales Qualified Leads Lead Ranking 80

Biznology

MAY 31, 2012

Yesterday, in this very space, my friend Ruth Stevens made the case against “gating content” –placing your best stuff behind a registration or contact form so that you mine your Web visitors for those precious e-mail addresses and hand them off to your CRM system so they can be worked as “leads.”

Conversion Rate 80

Conversion Rate B2B Content Sales Qualified Leads 80

Biznology

JULY 5, 2012

Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. And on the face of it, a real boon, because you only pay when your prospect takes the action you’re looking for—the click, the download, the purchase, whatever. To back up, what is this performance marketing thing, anyway?

B to B 80

B to B Marketing Prospects Advertising Agencies Work Management 80