Remove sales-lead

B2B Marketing Traction

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The Death of Salesmen, Really

B2B Marketing Traction

This week I got a call from a sales man with a direct solicitation to bring him into a business situation I’m working on. The call got me thinking about how the sales function – as we knew it – is dead. The sales man called and said something like, “You mentioned your client, and I have some ideas for them.”

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B2B Marketers Going Beyond Buyer Personas, Working with Sales

B2B Marketing Traction

Marketing must not only attract new prospects but also provide information and content for sales to convert them to customers. The need for marketing to work with sales is more important than ever. Recent surveys show that as much as 57% of the buying decision is done before buyers contact sales ( CEB Study of 1400 Customers ).

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B2B Marketer: You Paid for TOFU. Do you have MOFU?

B2B Marketing Traction

For a long time marketing departments have focused on TOFU, or top of the funnel lead generation. Now it’s time to also focus on MOFU, middle of the funnel qualified lead nurturing and development. You may have qualified the leads before the great hand-off to sales, who worked with the lead through the sales cycle.

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When It Comes to Your Marketing Leads, Quality and Quantity Count

B2B Marketing Traction

B2B marketers need to track lead quality as well as lead quantity. Fill up that pipeline and increase sales! It is important to track the quality of your leads. One way to measure this is by tracking the conversion rate of leads by source. Calculate your conversion rate as the ratio of sales to leads.

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CMOs Need to Up Their CRM Database Game

B2B Marketing Traction

The days of marketing handing off leads to sales and retreating to their creative, lead gen marketing silo are over. In order to do this, they need to thoroughly understand the prospective customer profile and behaviors through the buying cycle (not the sales cycle) and co-own the quality of the CRM system.

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Today’s B2B Marketer Must BAT, not BANT

B2B Marketing Traction

What is marketing’s role before it hands off a lead to sales? These are things that marketing needed to identify before they could qualify a lead. It turns out others agree with me – see these articles and posts on the downfall and realities of BANT: Why BANT no longer applies to B2B lead qualification.

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How Much Should I Spend on My B2B Marketing? (Part 1)

B2B Marketing Traction

In this post I will show you how to arrive at a marketing budget, using existing sales and marketing data as an example. You also need to know your average sale in dollars. In the long run, if you are to know your conversion rate, you need to track each sales opportunity and its outcome. Does the science end here? Not exactly.

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