Hugh Macfarlane, Founder & CEO of, writes…

Surely this is a goal for most B2B marketing teams. But of course personalisation often reads as almost synonymous with difficult, so it sets the alarm bells start ring for many of us. The trouble is you will get better results with personalised B2B marketing tactics. At we certainly believe in clear, specific tactics for carrying-out optimised B2B marketing and sales solutions. So is there any way to take the difficulty out of personalisation?

Just after my own heart, Kim Albee believes a nurturing attitude to prospects will make it well worth the while of any B2B marketing company to ‘personalise’ their efforts. The trick is to do this without wearing-out your resources! In her presentation at DemandCon, Kim will teach attendees how to:

·          Why most leads are being talked at rather than nurtured.

·          How to segment for lead nurturing

·          The mathematical formula that drives lead nurturing success.

·          How to build a lead nurturing matrix.

Kim’s current role as President & CEO at Genoo, combined with her experience founding two marketing software companies (Einsof Inc and Genoo LLC), makes her an ideal candidate to discuss these Funnel management processes. And we will take up right where she leaves off in our Funnel Plan Training Workshop on day 3 of DemandCon.

In our B2B Marketing Training Workshop, 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.