Case study in data-driven B2B customer acquisition marketing

Biznology

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.

Marketing Big Data: Start this Year with a Plan

Reachforce

By now, we’ve all heard that at least 2% of our marketing leads database goes ‘bad’ every month. You’ve got new program plans and a data update will help to align to your target market and tag your target personas as these programs are kicking off. A data refresh will also enable you to leverage your inbound marketing to drive your marketing automation and outbound strategies. Identifying target personas. Being Thoughtful in our marketing.

Plan 160

Lead Gen: A proposed replacement for BANT

B2B Lead Generation

Tweet According to the MarketingSherpa 2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. I suspect marketers do so because they have heard about “BANT qualified leads” and apply these criteria to Web forms.

BANT 290

The Artificial Intelligence Impact: Friend or Foe to Marketing?

Act-On

Marketing, like most other fields, will feel AI’s impact in several areas, including database marketing techniques, search queries and search engine optimization (SEO), personalization, predictive customer service, sales forecasting, customer segmentation, pricing, and many others.

Are You Ready For the Future of Email?

Marketing Action

She is the principal of SalesFolk , an agency that helps companies win friends and influence people (and increase leads and conversion) through persuasive, captivating sales and marketing copy. HEATHER : So Aaron, where do you think the future of email sales and marketing is heading?

Email 91