If you
market to business professionals, you’re no stranger to the
complexities of the buying cycle. In most cases, prospective buyers
don’t sign on the dotted line immediately—it’s a gradual process,
beginning with awareness and education, fueled along by solid
nurturing, and then stages of evaluation, proposals, and
negotiation, before the final purchase is made (if we’re
lucky).
When
the deals are signed and we’re patting ourselves on the back, it’s
tempting to say that a specific marketing...
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As marketers, we all know that there’s a
Holy Grail to doing our jobs well and getting results: Putting the
right message in front of the right audiences at the right time, as
they progress through our respective marketing funnels. Given
limited resources, budgets and time, this objective can often seem
a pie-in-the-sky notion. But, there’s an increasing pool of
available audience segmentation techniques, targeting data, and new
and maturing channels that we can all tap into in order to...
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As marketers, we now have the ability to impact the direction of
our respective businesses like never before. We’ve entered the age
of the revenue marketer where we strive to tie every marketing
dollar invested to revenue contribution -- and we look to test,
measure, and learn from everything we do. We also now have the
systems to help accomplish this and really shine in our
roles.
But, we may have a blind spot.
The immediate gratification of today’s leads may be causing us to
spend a...
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