OK, I’ll admit it. I am a demand gen marketer. My entire B2B career has been about leads—lead quality and quantity. Measurable marketing communications. Cost per lead. Conversion rates. ROI…
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B2B CMOs: Shift Your Priorities Beyond Leads
It seems like every week I see a new research report naming leads as the top priority of B2B marketing departments. It’s no wonder CMOs focus an estimated 85% of…
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B2B Senior Leadership: It’s Time to Face the Truth About Sales and Marketing
The yawning gulf between sales and marketing is a fact of life in B2B companies. We all know this. We struggle to meld the cultures. We talk about the need…
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Prospect Experience Marketing: Find the Gold in Your Lead Generation Program
I recently caught up with Dan McDade, longtime B2B practitioner in lead qualification and nurturing. I’ve been a fan of Dan’s for years. Having sold his call center business to…
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4 Reasons to Create a Comprehensive Content Marketing Strategy
For years businesses have been dividing their marketing strategies based on a number of factors. After all, it’s wise to dedicate individual campaigns that promote specific products or cater to…
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Branding can help local businesses avoid the “growth trap”
Local businesses have a very pragmatic attitude about branding: they ignore it. Many of them are more worried about meeting payroll, making rent, paying taxes, and other cash crises than…
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The B2B marketing ironies of our time
I’ve been noticing some ironies in the world of B2B marketing lately; you know what I mean. When the common wisdom is one thing, but the reality is another. I…
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Deepening B2B customer relationships with “the funnel beyond the funnel”
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits…
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The 10 most fascinating people in B2B marketing in 2017
Top 10 lists are everywhere this year. I even ran across a top 10 list of top 10 lists — hilarious! My list is about the most interesting people that I…
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Meet more new clients with these 8 tactics
For many growing professional services firms, new clients are a critical part of meeting business growth objectives, and tapping personal networks is no longer enough. Today you have to find and woo strangers–get…
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