Business services marketing

SUMMARY: Leads are the lifeblood of the B2B complex sale. But if Marketing directly passes volumes of harvested leads to Sales, many promising prospects may not be ready to become customers. In fact, 73% of B2B leads are not sales-ready, according to our 2012 B2B Benchmark Report.

One answer is to implement lead scoring to help determine when prospects are actually ready to speak with Sales. See how a HR consultancy added lead scoring to its existing marketing automation and CRM environment, and in less than one year, decreased leads sent to Sales by 52% while increasing revenue by 41%. read the complete case study

SUMMARY: Some customers research methodically before purchasing. If you knew where they researched and who they spoke to, could you influence their purchase decisions?

Uncover these five tactics an influencer marketing expert uses to reach and woo key individuals. Find out why you should, perhaps counter-intuitively, not send them your brochures and newsletters. read the complete article

SUMMARY: So you've lost your marketing job and decided to begin consulting. This short article on Moira Vetter's Cracker Communications launch will definitely inspire you. Go for it! read the complete interview

SUMMARY: What’s the difference between a webinar and a website? The last four letters.

At first, this seems like a bad joke, but take a step back from your website and webinar, look at the big picture, and you’ll quickly find that they both have the same goal -- a conversion.

In his latest Sherpa blog post, Daniel Burstein, Associate Director of Editorial Content for MarketingSherpa and MarketingExperiments, discusses five important questions to ask yourself before conducting a... read the complete article

By Anne Holland, President

Late last year, the folks at Three Deep Marketing (a firm offering survey software to the marketing community) asked me if I would help them get the word out about a questionnaire they wanted marketers to take.

I said yes -- as long as the questionnaire was truly for research purposes (not a lead gen device asking for contact info) and as long as I could share the resulting data with you guys.... read the complete blog post