An email message every day or ever week helps to increase visibility and get your brand recognized. Why a Well Thought-Out Unsubscribe Process Is Important. Many companies neglect their unsubscribe process because it doesn’t seem like it matters. However, ignoring the unsubscribe process or making it difficult actually causes companies to miss out on some great lead generation opportunities. Making the process easy and efficient will also help ensure that your company is “leaving” on good terms. Do you think it has made a difference? MORE >>

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter 6 Tips for Understanding the B2B Business Decision-Making Process & Engaging the Buyer April 28th, 2010 | By Jessie Johnson Whether making a purchase decision for myself or for my company, I’m still a human. The decision-making process for purchasing business software, for example, is longer and more complex than that which involves an individual consumer and an impulse buy. MORE >>

The buying process has shifted in recent years. The problem is that most companies have not adjusted their sales process to match this change. The shift in moving sales’ activities to later in the buying process has created a gap that must be filled - and the one way to fill it is through relevant content to keep prospects engaged. You need to think about and document the questions asked at each stage in their buying process. When prospects showed a bit of interest they were then placed into the sales process. All of their general questions are answered. MORE >>

Some of us are able to map out a full buying process that is common to many or most of our buyers. If there are specific stages in the buying process to look for, then you can apply the same methodology of lead scoring to determine which phase of the buying proces each buyer is in. Each buying process is unique, so there is no universal process that all prospective buyers go through (see the example from the Terracotta case study to the right). Tags: Lead scoring Discovery Digital Body Language Buying Process Validation Awareness MORE >>

Interestingly, our experiences in the rapidly evolving marketing automation category were quite common, especially in one area: A year ago, most of the client engagements for both our firms were what my consultant friend called “rescues” – that is, companies who purchased marketing automation software, jumped immediately into tactical campaign mode, and then needed help six or nine months later when they realized they were achieving only a fraction of the platform’s potential. And that fact, I would propose, is a good sign for a maturing market. emphasis mine). No, not necessarily. MORE >>