B2B Marketing

B2B sales can be very complicated and protracted affairs and involve multiple points of touch at different stages. To add to the complexity, they can be with different organisational stakeholders at different points in the sales cycle.

As a marketer your job does not stop at the brand awareness  building stage but you should enter into a dialogue with your future customers well into close stages

As I have been marketing B2B propositions for several technology firms, some things have become very evident and I am sure many of the points will resonate with my sales and marketing peers:

• Complex sales with different buying influences and politics imply that as a seller, you are going to have multiple points of touch before you close the sale. I like the term ‘moments of truth' to explain that

Lead Management or Customer Acquisition Management is designed to generate new business revenue, increase visibility and improve the attitudes of potential prospects and therefore nurture chances of future business development.

Typically an organisation will engage in some form of lead generation activity which will invoke a response from prospects and therefore generate leads. The lead