When faced with the challenge of improving performance, marketing teams rarely think about the leads that they possess. It’s easy to fall back on old, familiar solutions when trying to increase revenue. Sales asks for more leads, and marketing teams typically respond with more ads, better messaging and creative. Getting…

Lead management is an emerging trend in B2B marketing and sales — and it’s not hard to see why. Companies that have long defined success through traditional Marketing and Sales activities are exploring a whole new set of methodologies for achieving revenue growth — thanks to technologies that can provide…

Having a shared language between marketing and sales is essential to serving today’s digitally connected buyer. In a market where customers drive their own purchasing journey, marketing and sales teams need to collaborate to be successful. Marketing needs to know what a good lead looks like from Sales, and Sales…

The following article is an excerpt from our inaugural issue of The Empowered Buyer™ Magazine. Click Here to read the full article, ‘A Healthy Sales Funnel Begins with Lead Management’. Virtually every Marketing executive understands we can use technology to send Sales more gold and less junk. But if you…

The following article is an excerpt from our inaugural issue of The Empowered Buyer™ Magazine. Click Here to read the full article, ‘Who Is The Empowered Buyer™’. “Emotional impact is about making absolutely sure that the customer sees themselves in the story you’re telling” — The Challenger Sale A 2019…

The following article is an excerpt from our inaugural issue of The Empowered Buyer™ Magazine. Click Here to read the full article, ‘How B2B Brands Can Reach Today’s Empowered Buyer™’. In the digital age, it’s become simultaneously easier and vastly more difficult to reach any given target audience. Of a…

In any organization, the role of Marketing adds up to one central task: influencing the buyer. No matter what we’re doing as Marketers — an email campaign, trade show, webinar, or whitepaper — we are trying to sway decisions. …

In a very crowded, noisy marketplace, we use technology, persuasion, and creativity to get the attention of the right people. We’re all pretty overwhelmed — consumers as well as Marketers, whose job it is to attract attention and interest . The digital age requires us to do more than shovel…

How to foster trust and adherence through the funnel in the digital age We hear a lot about lead management in the age of the internet: attribution reporting, adaptive nurturing, mapping the buyer journey. There’s no shortage of advice on what to do. But every now and then, it’s important to take a step back and contemplate why it all matters so much. …