The Point

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Marketing to the Person, Not the Business: The Critical Importance of Personal Value

The Point

In many circumstances, however, personal value may be the differentiator, and even a primary factor, in the final selection process. That doesn’t mean that business value is irrelevant. Far from it. In fact, the same study states that business value is a prerequisite for consideration. What does this mean for the demand generation marketer?

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Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

The Point

Assigning the same value therefore, say: 1 point per page, to every page on your Website, fails to differentiate between high-value and low-value pages. Web page activity is a useful measuring stick to gauge a prospect’s interest in your company and solution, but not all Web pages are created equal.

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5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database. No segmentation. In B2B email, relevancy is absolutely crucial.

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Can Games Play a Role in B2B Marketing?

The Point

All that said, games are a great way to differentiate your product and to break through the clutter. Games provide more in-depth engagement than other forms of digital advertising. Also, games are best viewed not as a standalone medium but rather as a complementary tactic to your other marketing efforts.