The Point

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Great New Resource for B2B Marketers – B2B Marketing Zone

The Point

Here’s a new site to head for when you’re looking for the latest insight, news, or tips on B2B Marketing. B2B Marketing Zone was launched earlier this month by a pair of Web entrepeneurs, Tony Karrer (BrowseMyStuff) and Tom Pick (WebMarketCentral). B2B Marketing Zone is designed to be a one-stop destination for B2B [.].

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MDF Funds & How to Use Them

The Point

In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. For others, it might be a lack of marketing resources. Why are channel partners leaving so much money on the table?

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10 Tough Questions to Evaluate Your Target Account List

The Point

Will I have adequate collaborative team resources and motivation to pursue this account? Only higher-potential, high-propensity accounts merit the investment required of true, one-to-one marketing. Other accounts might be better relegated to a broader approach until they show engagement or intent.

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Meeting the Needs of the Self-Serve B2B Buyer

The Point

Buyers are not only contacting sales reps less often (in this year’s survey, they dropped out of the top five most commonly used resources), but sales engagement is also being pushed later and later down the funnel. Key Finding 2: Buyers leverage sales reps for information less (and later) than ever.

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Report: One-Third of Marketers Say Lead Nurturing Has No Impact

The Point

My guess is that most marketers know that email clicks don’t tell the whole story (or anything close to it) but – as other studies have shown repeatedly – they lack the systems, processes, resources or sales discipline (for example, when it comes to consistently attributing leads to opportunities) to make such measurements accurate or even possible.

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12 Questions – A Checklist for ABM Readiness

The Point

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. Filling those gaps will make you better prepared to reap maximum benefit from a fully-deployed ABM strategy.

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Top 10 ABM Mistakes

The Point

But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything. Any shortcuts in planning, content and other processes and resources are likely to have a proportionate effect on results.