I’ve always liked the idea that to get from simplistic to simple you have to wade through complex. In other words, simplification is not about dumbing something down, but rather it is about paring it back. To achieve this, you firstly need all the glorious detail to be able to hunt and find the bare […]
Which of these 10 mistakes in sales funnel management could hurt you the most? What can you do about them and how can you improve?
Marketing, like most things in life, is completely different than it was 10 years ago. We are moving to a more social and more personalized web, which means that customers desire a more customized, relevant experience. Unfortunately, most universities and colleges are still preaching ye olde marketing curriculum. Recently, Lauren Carlson, producer at CRMSoftware.TV, sat […]
In the past few months a cool new term has appeared on my radar. That term is, “revenue marketer”. Wish I had thought of it first. It defines a new level of marketing professional. While I’m energized by the term, sadly, I’m concerned that too many B2B marketers don’t have the right perspective and skills […]
Hugh Macfarlane, Founder & CEO of align.me, writes… Is there a failsafe way to engage executives as prospects in B2B marketing strategies? We talked about selling to crazy-busy people when we reviewed Jill Konrath’s presentation titled to that effect, but it’s definitely a topic that B2B marketing professionals are drawn too. This is why I’m […]
Hugh Macfarlane, Founder & CEO of align.me, writes… Metrics for every stage of the lead-conditioning process? B2B marketing professionals will know that proving their worth to the rest of the organisation can prove painful at times. But when metrics are in place, they can serve to facilitate better planning, lead-readiness and maximise ROI. What you […]
Hugh Macfarlane, Founder & CEO of align.me, writes… We’ve said it before and we’ll say it again. B2B marketing is nothing without a strong sales team to work with on the same set of goals. The crucial thing for B2B marketing teams to pre-empt, is that their sales counterparts will likely have more talk-time with […]
Hugh Macfarlane, Founder & CEO of align.me, writes… Does your CEO know what an MQL is? What about an SQL and SAL? B2B marketing and sales professionals use this language on a day-to-day basis, so they can be forgiven for forgetting that other parts of the organisation may find it difficult to understand them as […]
Hugh Macfarlane, Founder & CEO of align.me, writes… Both demand generation and closing a sale are often a strong focus in B2B marketing strategies. But there is much to be said for what happens in between. This is where leakage can occur, and if your B2B marketing strategy doesn’t include a plug for leakage in […]