Hugh Macfarlane, Founder & CEO of, writes…

We’ve had a social media Mecca and now we’ve got a B2B marketing nirvana. defines nirvana as, “a place or state characterised by freedom from or oblivion to pain, worry, and the external world”. So if there is a B2B marketing ‘nirvana’, in what sense can you achieve it?

Firstly, you would need to cut-out marketing tactics that are all worry and no results. People are almost immune to mass marketing efforts these days, so B2B marketing professionals need to be all-the-more savvy. To do this they need to only send content that is relevant to the individual recipient. But how?!

Brian Giese, founder and CEO of True Influence will talk about what motivates prospects to click on our emails, and what technology solution he has found useful to make this their most likely response. Interestingly, one company increased their sales by 42.5% in 10 days using the LeadPAC™ “relevance engine”. Sounds promising, and anything that targets more qualified leads will add to a healthy funnel-flow, as those leads progress willingly through the buyer’s journey.

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.