Citrix found that its traditional, quarterly newsletter program was not generating the quantity or quality of leads Sales and Marketing needed.  MLC members, if you are interested in learning more about lead nurturing, we are hosting a webinar that will discuss best-in-class practices for: Hosting live customer events and tradeshows to generate and prequalify leads. Cornerstones B2B Marketing Lead Generation Lead Management Lead Nurturing Sales SupportBut barraging your prospects with information isn’t enough; in fact, sending too many emails can damage a relationship.  MORE >>

According to Steinberg, “…earmarking significant money for idea generation is challenging for most businesses because of the accountability and financial transparency required by financial analysts, shareholders, and employees – an ingrained ‘what will you do for me next quarter?’ It’s something I think most people in the business world can agree with, but there’s a distance between “agree” and “implement” – and a significant gap in organizations’ ability to commercialize transformational ideas. Poor structure. MORE >>

For many marketers, this seems to be a year-round pain – the leads they so painstakingly manage to generate do not convert to actual purchases. MLC research shows, on an average only 25% of marketing-generated leads result in desired follow up and results. It is but natural that marketers would try to enhance the quantity and quality of leads they generate, to result in higher conversion. MLC’s resource center on Lead Generation is a rich source of resources on lead generation for marketers. Cornerstones B2B Marketing Lead Generation Marketing Communications MORE >>

few hints can be found in how Sutherland aligned Marketing and Sales around lead generation and hand-off processes ; the firm’s experience in getting alignment around the key inputs in marketing automation should be at least somewhat instructive for B2Bs going down this path. In the B2B world, it’s impossible to avoid just how much more  important marketing is these days. Here’s the thing, though, about the Challenger Sale: it’s impossible to scale without serious, serious investment in Marketing. But once you’ve got the messages, then what do you do? MORE >>

In situations where the buyer is a grizzled veteran of an industry – and the salesperson, maybe not so much – the burden of proof is awfully high, and Marketing needs to put serious effort into generating the kinds of insights needed to clear the bar. Hand in hand with commercial teaching/insight marketing approaches – something we at MLC understand to be the most effective method to break buyer assumptions and make complex sales – comes something else: namely, having smart things to teach customers in the first place. Resonance and urgency of customer challenges. MORE >>