Science at the top of the B2B marketing Funnel

Hugh Macfarlane, Founder & CEO of, writes… Do you know how to use the internet to find B2B marketing leads? If you’re reading a B2B marketing blog, then your answer is likely a yes. But then comes the other obvious question: are the leads you find via your internet searches of the right quality? […]

What to do with a B2B Marketing lead: Best practices for turning leads into sales opportunities

Hugh Macfarlane, Founder & CEO of, writes… We’ve talked before about the importance of handling a B2B marketing lead quickly and well in the sales follow-up process. What happens to a B2B marketing-generated lead in the process of being handed over to the sales department is crucial to the successful conversion of that lead. The […]

How to build a revenue playbook for B2B marketing

Hugh Macfarlane, Founder & CEO of, writes… In B2B marketing it pays to have a plan. The problem is that often companies recycle ineffective plans based on traditional B2B marketing, rather than revenue marketing. A successful transition from one way of doing things to another depends on having the right information to guide you. Even […]

Top of Funnel data strategies for B2B marketing – choosing demand generation technology

Hugh Macfarlane, Founder & CEO of, writes… What value does demand generation technology add to B2B marketing? There are so many complex technology solutions out there that it can become overwhelming to think about which fit your needs well (and that’s once you know what you need). B2B marketing professionals can be forgiven for […]

B2B Marketing in the Lower Funnel – Sales Readiness

Hugh Macfarlane, Founder & CEO of, writes… What use is a B2B Marketing lead that isn’t followed up? Or worse, one that is followed up badly? B2B Marketing professionals rely on sales representatives to turn leads into opportunities, and ultimately into clients, but all-too-often the expectations between marketing and sales is blocked. The effect is […]

B2B marketing nirvana might just be the DemandCon Expert Panel

Hugh Macfarlane, Founder & CEO of, writes… I’m a self-confessed B2B marketing geek, so naturally I can’t wait to hear the luminaries of B2B marketing share their experiences at DemandCon in just a few short weeks. I’m giving a keynote on aligning the whole team (See far, Go fast), and am joined by no fewer […]