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Back to the Future: Why Outbound B2B Marketing Is Back in Style
The funeral for outbound marketing took place several years ago. Friends and relatives celebrated its life and moved on, letting inbound marketing fill the void. But now, what was old is new again. Outbound marketing is coming back to life. This begs the big question, “Why?” Lead Scoring Doesn’t Qualify Leads Don’t get me wrong, I like lead scoring. It’s highly effective in increasing the efficiency of generating qualified leads. There is, however, a caveat. It does not do the whole job. What does lead scoring do? You score leads based on their engagement level with your content as well as on the strength of demographic criteria that qualifies them. When you do so, you’re able to spot the hottest prospects, narrowing down the list, so you know who to call. In this way, it increases productivity. Effective digital marketing and automation make outbound marketing more efficient. They do not…
4 B2B Sales and Marketing Trends You Need to Watch in 2016
We’re still in the opening weeks of a new year, wondering how it will unfold. Soothsayers abound, and it is time I added my thoughts to the melting pot of predictions. Based on what I see in the world of sales and marketing, here are four trends you can hang your hat on. The Shift from Field to Inside Sales The inside sales train has left the station, and there’s no stopping it now. Companies are shifting the makeup of their sales forces as they discover that face-to-face meetings with salespeople are not as important to B2B sales processes as they used to be. Several factors are fueling this trend. Buyers no longer need as much education from salespeople. They’re happy to do their research online at their own pace. On the Internet, they can find white papers, e-books, blog posts and more produced by the companies that want to…

5 Mistakes You Need to Avoid When Marketing IT Solutions

Written by Jeff Kalter Wednesday, 25 November 2015 00:00
5 Mistakes You Need to Avoid When Marketing IT Solutions
No one said that tech marketing was easy. After all, you’re trying to reach IT leaders — some of the busiest people on the earth. Not only that, other companies are hot on their trails too. Naturally, they’re seeking cover, doing everything they can to avoid vendors and stay focused on their never-ending to-do’s. Given the challenges of reaching your target audience, you need to have your marketing and sales ducks in a row. Where are marketers going wrong?
Outsourcing marketing tasks is a trend that’s here to stay. There are many reasons for this, including: Change in Marketing Functions Because of the influence of technology and the web, marketing functions are changing more rapidly than ever before. It’s hard for an internal team to keep up with the shifting environment as well as their business and the markets it serves. Today’s Integrated Marketing Requires Diverse Skill Sets You need high-level leaders to craft your marketing strategy and guide its implementation. Also, executing digital marketing requires an array of specialists. These include web designers and developers, content and copywriters, graphic designers and videographers. In addition, you may need gurus of social media marketing, marketing automation, conversion optimization, search engine marketing, search engine optimization, digital display advertising, email marketing and more. And digital is only part of the marketing equation. For B2B marketing, you have to add the human touch.…

How to Improve Sales and Achieve Quota

Written by Sabrina Ferraioli Wednesday, 02 September 2015 00:00
How to Improve Sales and Achieve Quota
“Procrastination makes easy things hard, hard things harder,” Mason Cooley, an American writer. It’s September. We’re almost into the fourth quarter (Q4) and John, the Vice President of Sales, is in a mild panic. It’s not surprising. After all, time’s running out to meet his quota and sales are soft. How did he get into this position? When he arrived at work at the beginning of January, he was full of optimism for the New Year and ready to tackle the sales challenges. Ahead of him stretched twelve long months to make it all happen. Plenty of time to fill the pipeline, nurture leads and convert them into sales. Or so he thought. It seems like this missing link is made of gold. What are these sales lead management teams doing that is multiplying the number of ready-to-buy prospects while cutting marketing costs? But things didn’t work out that way.…