B2B Marketing

Online marketing is increasingly becoming the de facto mechanism by which B2B organisations enter into dialogue and relationships with prospects and buyers. And with the increasing demand for marketers to demonstrate value to their board for every dollar/pound/euro invested and the constant need to demonstrate quality and a continuous feed at the sales pipeline level, it is now time that

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