Sales Support & Collateral*

SUMMARY: This case study offers a unique look behind the scenes of a marketing campaign you have likely seen, because in this case, you are the target B2B audience. Because these companies spend research and development energy thinking about how to improve marketing efforts, their own campaigns are potentially very extensive and informative.

Read on for an in-depth look at the marketing strategy and tactics of a rapidly growing marketing automation company, including a rigorously defined sales cycle, the "how"s and "when"s of content marketing, lead scoring, and a way to improve the hand-off between Marketing and Sales. read the complete case study

SUMMARY: Last year, we published an excellent how-to article on creating a customer-centric marketing and sales strategy featuring Kristin Zhivago. A B2B Summit 2011 keynote speaker in Boston, she will again present her presentation, “The Buyer's Funnel and Your Political Power: Joined at the Hip” at the west coast leg of the Summit in San Francisco, Oct. 24-25.

This article, and Zhivago's presentation, explain why you want to listen to your customers, what questions you want to ask them, and how this knowledge will improve the entire buying funnel and help provide Marketing political clout within an organization. read the complete article

SUMMARY: The B2B Marketing/Sales funnel is complex and covers lead generation through the actual sale. Too often, B2B marketers focus on lead generation in quantity, but neglect elements such as qualifying and nurturing those leads. Elements that provide Sales with prospects who are ready to buy.

Jen Doyle, MarketingSherpa's Senior Research Analyst, has created a practical, four-stage step-by-step methodology for B2B marketers. read the complete article