A common theme with marketers is to acquire as much intelligence, data, and insight as possible in order to “place your bets”: meaning, you want to make sure that the…
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Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn
Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield…
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Analyze your target’s buying process, for greater marketing efficiency
B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by…
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Time to abandon spray-and-pray lead generation
A couple of years ago, a client told me he was having some lead quality problems. The company had contracted with a major IT publisher for a webcast that guaranteed…
Read MoreNamed account marketing: new tools and techniques to reach a limited universe
Some B2B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the old “spray and pray,” and focus all their attention and…
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