Biznology

NOVEMBER 27, 2013

B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. My colleague Bernice Grossman and I recently conducted a new study indicating that B2B marketers now have the opportunity to target prospects more efficiently than ever before.

Lead Ranking 80

Lead Ranking Marketing Management B to B Lead Scoring 80

Biznology

JANUARY 30, 2015

Business-to-business marketers are plagued by data problems. Our legacy databases are not as robust as we need. Find a solid software vendor with a tool specifically designed to parse, cleanse, and otherwise do the matching for you. Test a few vendors to find the one that works best with your data. Any ideas? .

De-duplication 80

De-duplication Work Management Marketing Management Marketing Attribution 80

Biznology

APRIL 24, 2015

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. First, we target the right accounts.

Ideal Customer Profiles 80

Ideal Customer Profiles Case Studies Case Study Marketing Management 80