How to Generate B2B Leads

B2B Marketers are asked, more than anything else, to generate leads for Sales to pursue. But what kind of B2B leads do we want Marketing to generate? Broadly speaking, Marketers can generate three types of leads: named prospects who meet your ideal client profile; buyers who have shown interest in a topic you write about […]

B2B buyer behaviour

  Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Get your copy of our 2014 Sales and Marketing Alignment Report   I can show you how to almost double your closure rates from marketing leads with just 5 minutes work. I’ll defend that outlandish statement in a minute or two. […]

Marketing Funnel isn’t dead

The marketing funnel isn’t dead. Sorry Forrester, Aberdeen and HBR, it’s just that you never understood it. The funnel is an old metaphor, and only a loose one: lots of buyers at the top and a few at the bottom, and our job is to move them through. The flaw in the metaphor is obvious: not […]

Sales and marketing systems don’t deliver the benefits you’d expect

  Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Get your copy of our 2014 Sales and Marketing Alignment Report Adding sales and marketing systems to a business previously struggling without either will not deliver the uplift in sales performance or marketing contribution you’d have expected. So why would you […]

Inbound marketing B2B and the role of long tail search

Inbound marketing for B2B requires the same skills as for B2C, plus a few. In B2B, the inbound marketing lead is often not a lead at all, but a nurture opportunity. So we need inbound marketing tactics for both early-stage and late-stage buyers. I’ve just found a great new b2b marketing tool I’d like to […]

Sales and Marketing training lifts performance where you’d least expect it

Training your marketers does little to help them generate leads that are more ‘acceptable’ to Sales, nor does increasing the training of your salespeople improve their ability to close. If this is the case, why bother investing in training at all? In this week’s blog, Hugh explains why investing heavily in training for Sales and Marketing does deliver benefits, but not where you’d expect. […]

Marketing automation delivers scale, but not confidence

  Want to receive more blogs like this? Subscribe to our twice weekly B2B marketing insights! Get your copy of our 2014 Sales and Marketing Alignment Report Is Marketing automation really worth the effort and expense? In this week’s blog, Hugh delves into findings from the 2013 Sales and Alignment report to show how marketing automation delivers […]