B2B marketing can be a thankless task. There is a moment in every business where marketing hands off to sales. Planned or not, B2B marketing has created an opportunity, and sales is getting its chance to create a customer.
At least, that’s what’s supposed to happen.
Did marketing create enough interest? Can sales create enough curiosity and trust? Did they both do their part in getting the prospect to “tell me more?”
They are taking an old problem (the lead acceptance rate from marketing to sales) and revisiting it to explore how this problem plays out in the new world of social media.
Marketing and Sales have both looked to social media for their own rewards, but so far, most have been unable to make it happen. The big question remains: How can marketing and sales utilize social media for their mutual benefit?
Kevin Popovic is the Founder of Ideahaus®, a creative communications group that helps businesses figure out what to say, and how to say it to their target audiences. On the stage he’ll be joined by Mike Bosworth, who founded one of the most successful virtual companies in the B2B arena, but he’s perhaps best known to people of my generation as the author of Solution Selling: Creating Buyers in Difficult Selling Markets.
My key note presentation (See far, Go fast) follows on directly from theirs, so you can bet I’ll be tuned in to what they have to say.
Additionally, in our B2B Marketing Training Workshop.on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey and to task each tactic with a clear and measurable role.
Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.