B2B Marketing

 A high tech firm was looking to prioritize their plans for the coming year. The full senior management team was in attendance. In reviewing their efforts the head of marketing noted that they were averaging 12,000 hits per month on the company web site.

Unfamiliar with the term, the CFO asked what ‘hits' were and before the marketing executive could answer the sales executive said. "It's an

I just got through reading a book on SPIN® selling by Neil Rackham. It is not a new book and was first published back in 1987 and most sales people would have heard of it or at least be familiar with the recommendations. What particularly intrigued me was that it was research based, and evaluated 35,000 sales calls made by 10,000 sales people in 23 countries.

The book laid out an excellent

 

I have seen quite a few hit and miss lead scoring solutions in the B2B world.  Hot/Warm/Cold. ‘A' lead, ‘ B' lead, ‘C' leads and so on but whilst this type of categorization might well be appropriate for organisations who  just don't generate the quantity of leads to warrant time and attention for more sophisticated methods, such scoring solutions can become problematic due primarily for the

A few years ago I had a series of golf lessons and remember the instructor teaching me to do the exact reverse of what my intuition was telling me. Rather than attack at the ball as hard as I could he told me to loosen up and concentrate on the swing. It felt strange at first but the advice paid dividends as my accuracy and range improved significantly.

I witnessed a similar counter intuitive

Still a common misconception amongst many in organisations is that marketing is there to sell a company's products and services. Actually this is a rather limited view of true marketing. In the days when demand for goods and services outsrippped supply and consumers had little choice, things were different. However in the modern day, we now see the impact of globalisation, proliferation of

A high tech firm was looking to prioritize their plans for the coming year. The full senior management team was in attendance. In reviewing their efforts the head of marketing noted that they were averaging 12,000 hits per month on the company web site.

Unfamiliar with the term, the CFO asked what ‘hits' were and before the marketing executive could answer the sales executive said. "It's an

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