- About
- Clients
- Problems
- Solutions
- Resources
- Wiki
- Contact
B2B marketing blog - Funnel Vision
Under the masthead of 'Funnel Vision', this B2B marketing blog comprises a series of thought leadership articles that explore B2B marketing best practice based on the underlying principle of Funnel Logic.
This blog is a collaboration between MathMarketing’s global network of B2B marketing consultants (we call them Funnel Coaches). Through quick and actionable sales and marketing tips, Funnel Vision takes you and other sales and marketing leaders through a journey to discover means for growth in your business.
From simple tips to in-depth guidelines, our leading insights cover a range of B2B marketing topics – strategy, sales and marketing planning, sales funnel management and buyer progression tactics, to name a few. Simply put, Funnel Vision presents you with a fresh methodology for B2B sales and marketing, giving you the expertise you need to grow your business.
How to size your resource load
If a face-to-face sales call is the most effective tactic to progress buyers from one stage in their journey to the next, should you simply load up the top of your funnel to ensure your sales force is fully occupied?
Protect Your Client Relationships
Your existing client base is the most important asset in your business. Protecting and building on your key relationships is essential to both your immediate and long-term success.
How to leverage surveys in B2B marketing
When done right, surveys can help you better understand your market, uncover buying habits, attain product feedback, measure customer awareness, and most importantly they can help you progress buyers through their journey to purchase in a number of ways.
In Funnel Management, your objectives should be new business, not revenue
For years, B2B Marketing has been goaled on soft measures like awareness and more-recently leads. While neither have a role in contemporary B2B funnel management, measuring Marketing on revenue isn't the answer either.
This isn't my 'prettiest' video blog, but this story was bubbling away and after a lengthy flight from Sao Paulo, Brazil to Poznan, Poland and I just had to let it out as soon as I landed.
How to build buyer personas that work: A B2B Marketer's guide
Over 80% of B2B marketers are going online to commence their Buyer's Journey. Therefore, the importance of content marketing is rapidly increasing and is now being seen as the the key to engaging with one's target audience. But here's the bad news, most B2B Marketers just don't understand their target buyer's world and particularly their purchasing journey.
How to measure lead effectiveness
Some businesses change their tactics with the same amount of science as they used to choose them in the first place - none. Others get themselves into such a state about how to decide whether to change or not, that they analyse themselves to death.
The real reason sales people struggle to close opportunities
For those of you unfamiliar with the movie "Glengarry Glen Ross", Alec Bladwin's character, Blake’s philosophy of salepersonship is that, if sales people do nothing else, then they should at least Always Be Closing. ABC. That may strike you as a neat acronym - but it’s at the heart of a lot of sales problems.
Leveraging templates for corporate identity, consistency, and efficiency
It goes without saying that all written communication should contain well-written content that represents your company well. But how it looks visually is just as important, and often neglected. Essentially, every communication piece should instantly notify the recipient of who you are via a clear and consistent corporate identity. What’s the best way to establish and then maintain that corporate identity? By leveraging templates.
Bridging the gap between marketing messages and sales conversations
There are still far too many dangerous disconnects between the marketing messages propagated by organisations and the conversations their sales people are actually having with prospects.
How to include buyers in your strategy
Some companies defy convention to become great. Stories abound of businesses that excel through innovative solutions which meet needs that buyers did not even know existed. Think Microsoft or the Sony Walkman, for example.
How to turn every sales person into a top story-teller
What sets top sales people apart? What is it that they do better than the rest? There are, of course, a number of factors, but one that we frequently observe is that top sellers are great story-tellers. They put their points across not by pitching their products, but by sharing relevant, situation-specific anecdotes and stories that their prospects can relate to.
How to decide where to play
Strategic decisions involve choice: deciding what to do and, importantly, what not to do. This leaves businesses facing a conundrum. CEOs and managers understand the power and importance of focus, but what should they focus on, and what should they ignore?
Is Outbound or Inbound Marketing Best for B2B Marketers?
Let's just be clear from the start. We LOVE inbound marketing, we are passionate about it, we preach it, we teach it, we blog about it, we write about it... Oh yes, and we execute inbound marketing campaigns for our clients for many hours every single day.
So why aren't we raging against outbound marketing as old fashioned, outmoded and expensive?
How can B2B marketers get a seat at the table?
First and foremost, we have to understand that this is not a game of musical chairs. Those with seats do not want to give up theirs, and they are unwilling to let just anyone pull up a new chair next to them. Funnel Masters (an alumni of Funnel Academy graduates and other funnel zealots) met in an effort to uncover the answer to this question...
People Buy from People They Like
On the face of it, the strongest solution should always win the new business, regardless of how much the client likes you. However, it’s commonly accepted that personality factors can influence decisions in awarding new business. So to what degree does this happen - if you have the strongest solution, is that enough to get you over the line? Or are decision-makers swayed by how much they like the person behind the solution?
Is Google+ relevant to B2B marketing?
For those who think Google+ is ‘just another social network’, here’s an interesting fact: it is now the world’s second largest social network, with 340 million active users worldwide.
Still, for B2B marketers who have yet to embrace Google+ (and there are plenty out there), the question remains: is Google+ relevant to B2B marketing? And is it worth our time?
22 make-or-break sales and marketing predictions for 2013
What are the key trends that are likely to impact B2B sales and marketing in 2013? OpenView Labs recently published 22 predictions. Funnel Coach, Bob Apollo was among the contributors and here he summarizes their key headlines.
How to make money from failure
Sales and marketing teams are geared towards success, but it's how they handle failure that will make them rich. What do we do with the prospective customers who don’t proceed? Those who leak from our funnel? The answer is usually “not much”. They are usually dropped like a hot potato.
Top 5 locations for "Call To Action" Buttons for lead generation
You can add your calls to action anywhere you like, however, there are five places that you cannot afford to ignore. Pretty much every page on your site is an opportunity to convert a visitor to a lead.
How to align your sales process to your buyer's journey
The buyer’s journey describes the process for typical business buyers as they move through the sales funnel. The journey is not an administrative process, but a cognitive one. How, though, can you more fully acknowledge buyers when shaping your sales process?
Should sales people be problem solvers or problem builders?
The conventional view of a successful “solution sales” person is as a problem solver. But that traditional perspective is being questioned in a number of quarters. You see, the fact that you have a solution to your prospect’s “problem” is probably irrelevant in the grand scheme of things, even if what you have to offer is - by whatever questionable criteria you might choose to apply - the “best” solution available.
How to build a great business (from a good one)
Standing out from the crowd is tough when your competitors are also working towards the same end. Occasionally, though, a business that has been doing 'fine' suddenly starts doing better than fine. In fact, it goes from being good to great.
Closing Sales Opportunities Faster
How often have we heard sales managers complain that they are generating lots of selling opportunities, but the Sales team just doesn’t seem to be able to close them fast enough? Certainly not fast enough to achieve sales budgets.
How to leak your sales funnel gracefully
Deals can drift, delay or simply disappear. For many buyers, ‘do nothing’ is a legitimate option – and a popular one. Sure, you can also make mistakes, or do well and still lose to a competitor. Whichever the case, how you exit that ‘thanks but no thanks’ conversation is just as important as your opening call.
Why top sales people focus on priorities - not needs
When I started my sales career, I was taught that I should focus on identifying my prospect’s needs. Later, when I started to work for companies that were selling into early-stage markets, I was taught that I should invest in creating needs that the prospect had not previously recognised they had. But I’ve learned that simply identifying or creating needs isn’t enough.
How many leads do you need per campaign?
Calculating the number of leads needed for a campaign seems simple. You can do it on the back of an envelope: Firstly, work out the real target: Consider your revenue target, reduce this by any annuity revenue to get your “sales target”.
How to write web content that gets read: 7 tips for B2B Marketers
Do you LOL and ROFL; perhaps you often exclaim OMG, or on particularly bad day are you driven to declare...WTF? Well here is a new acronym to add to your dictionary...TLDR. which according to Copyblogger stands for "Too Long Didn't Read." Its excellent post lays out a prescription for writing content that's designed for the web. Web usability research has shown that almost 80% of web users scan what they are reading.
How to build mobile-friendly websites and emails
Whether you like it or not, your target market is reading your website on small devices and ignoring much of your designer's hard work. If your pages are not formatted with mobile viewing in mind, chances are they will click away quickly. If you think this is a consumer-only phenomenon, check your bounce rates (and watch this space). And your emails are likely being read on a mobile first, then either dumped, kept, or filed depending on what they can digest in that 15-second skim read.
Social Media: A Team Effort Between Marketing and Sales
Surveys of B2B marketing budgets consistently show that a higher percentage of marketing resources are being invested in content development and social media than ever before. But business social media is too important to be left to the marketing department alone—it needs to be a team effort between marketing, sales and other customer-facing employees.
Personalised Video for Sales with a Valid Business Reason to Meet
I have been meaning to tackle this blog topic for a while and after participating in an online discussion via LinkedIn, I was compelled to act upon this intention immediately – with a twist. Essentially, we are arguing that a sales person must work out the reason why a customer wants to meet with them, rather than why a sales person wants to meet with a customer. Realistically, if that sales person can't convince themselves that the prospect will get lots out of the meeting, then what chance do they have of convincing the prospect to meet? Old question with a new twist: present your case on video.
Do face-to-face meeting quotas work?
Salespeople have a reputation for avoiding paperwork and administration. They are also traditionally resistant to the idea of working to a meeting quota. But getting busy and recording the results is precisely the path to sales success.
B2B Sales: Is your funnel fighting fit or fundamentally flabby?
The “funnel” is one of the most powerful metaphors in B2B sales and marketing. It describes the passage of prospects through a buying decision process that hopefully will (but often does not) result in your successfully selling something to them.
5 Reasons Why Events are a Must-Do B2B Marketing Tactic
Although events require a lot of preparation and effort, we often find that the results are well worth the hard work. A good event can achieve buyer progressions through multiple stages of the funnel, and deliver qualified, sales-ready leads.
B2B buyer behaviour is shifting - How B2B Marketers must adapt
Even experienced B2B marketers are finding the rapid shift to online/digital/website/inbound marketing (pick your favourite acronym - we prefer Inbound!) challenging. Buyer behaviour is rapidly shifting and B2B marketing campaigns need to adapt to catch up.
There is no time to waste.
Delay and your competitors will eat you alive.
How to align your B2B marketing to your buyers' journey
A common lament of marketing teams is that they often find themselves acting as a service desk to the sales team. In b2b marketing, it is a consistent dilemma.
If Alignment is such a good thing, why is it so hard to achieve?
It would be hard to find anyone prepared to argue against the benefits of sales and marketing alignment. It’s a proven fact (we’ll come on to the results in a moment) that well-aligned organisations grow revenues faster. So, if alignment is such a good thing, why is it so difficult to achieve?
How to make recycling pay
In sales and marketing, we celebrate winners – the salesperson who returns with the signed contract is a hero, as is the marketer who exceeds their quota of qualified leads. But what about recycling?
Five key elements of a sucessful B2B email marketing campaign
With 81% of marketers using email marketing as a lead generation tactic (MarketingSherpa), it's easy to see how important it is to make sure you're doing it right. But what does 'success' look like for an email campaign? And how can B2B marketers prove it in the Boardroom to combat the dim view CEOs already have of marketers?
How to dominate a market
Many businesses do their b2b marketing strategy in the rear-vision mirror. That is, they slide into a space by accident, and then seek to justify their position with a retro-fitted "strategy"!
A new look at 5 types of content marketing that generate leads
Content has been used in B2B marketing for decades, its certainly not a new phenomenon, but with the pervasive use of the internet to research buying options and the rise of social media to connect with peers, the focus on content to educate buyers through the stages of their buying journey is seeing a strong resurgence.
How measurement can align Marketing and Sales
According to our benchmark study of 1,400 businesses, one in three of them places alignment between the sales department and the marketing department as the No. 1 priority. Measurement makes a surprising contribution.
8 Ways to Make Your B2B Blog a Lead Generation Machine
Many organisations are still dubious about the effectiveness of blogging - mainly because many businesses don’t know how to do it effectively.
Without a goal and a clear focus, the majority of your efforts are wasted.
How to understand buyers
Nothing is more frustrating for a salesperson than a potential buyer who, after acknowledging they need your product or service, decides not to buy. Why do they do this, and what can you do about it? Remember that businesses buy products and services, in essence, to solve problems. They may have too much of something that is undesirable, or too little of something that is good.
How your B2B Marketing Strategy MUST Change for 2013
It is hard to let go of product-centricity in favour of buyer-centricity. But this has never been more important, as the rapid rise of the internet and social channels are enabling buyers to research their options freely and have put the buyer firmly back in the driving seat.
How to make your strategy more buyer-centric
All businesses strive to recognise the needs of buyers when developing strategies for sales success. Well, at least you should.
Unleashing the true potential of Google AdWords in B2B marketing
Although it’s easy to understand the advantages of using Google AdWords in B2C marketing, the benefits for B2B marketing are less clear. While campaign success can be easily quantified in B2C, effectiveness is much harder to measure in B2B.
How to size for sales success - know thy funnel
Most sales teams have an inherent awareness of how many customers they need to see in order to make a sale – in other words, the key ratios that affect their business. But how do you drill back into your statistics to determine the total number of activity steps needed to achieve a result?
Is marketing automation an effective tool in the B2B arena?
Jim Lenskold and Debbie Qaqish share key takeaways from their 2012 Lenskold Group/Pedowitz Group Lead Generation Marketing Effectiveness Study.
How to define a B2B marketing strategy the team understands
In business, there is endless debate about 'strategy'. Yet the term is often confusing or misunderstood. In many businesses, strategy refers to anything ranging from business goals and target markets to specifics such as website management. A scattergun approach often ensues.
How to position in the category
All businesses seek “brand awareness” in order to position themselves prominently in a given category. Salespeople often complain about how poor the marketing department is at positioning the qualities of their products and services relative to competitors.
Are you appealing to budget makers or budget takers?
Are your sales and marketing messages targeted at budget makers or budget takers? In most complex, high value sales environments, of course you need to appeal to both. But the marketing messages you need to use - and the sales conversations you need to have - differ dramatically.
How to play right
Strategy is about deciding what to do and what not to do. In the same vein, choosing how to play is inextricably linked with choosing where to play. For a business, it comes down to choice – that is, assessing which markets are attractive and which the business is best placed to target.
3 Key Steps to Building a Stronger Sales Funnel for 2013
We’re already into the last quarter of 2012. If you’re in a complex sales environment with lengthy decision-making processes, this year’s final revenue number is probably going to depend on how effectively you can close the opportunities that are already visible to you in your funnel. But what about next year? What could and should you be doing today to lay the foundations for a stronger sales funnel in 2013? I’d like to suggest 3 simple, effective steps that you can take right now to ensure that you enter 2013 (and maybe even finish 2012) in great shape.
How to make your funnel flow faster
Yes, you can speed up the time it takes for a potential buyer to make the purchase of your product or service. But not by skipping steps along the buyer’s journey.
A new look at five types of B2B content marketing that generate leads
Content has been used in B2B marketing for decades, its certainly not a new phenomenon, but with the pervasive use of the internet to research buying options and the rise of social media to connect with peers, the focus on content to educate buyers through the stages of their buying journey is seeing a strong resurgence.
How to choose measures you can act on
If you don’t know what’s working, how do you know what to change? So measure inputs (not outputs), measure buyer progression, and don’t measure what you’re not prepared to change (or can’t).
How to build blog subscribers - 20 top tips for B2B Marketers
So you’ve set up an awesome blog. And you’re generating really great content. But your Mum is your only subscriber! What now?
Will B2B marketers become obsolete in the face of cheap online marketplaces?
Sometimes you simply don’t have the resources in house to get the job done, but that doesn’t mean the job can’t be done by somebody else. Outsourcing has become increasingly popular for B2B marketers, and for good reason, but what does this mean for traditional marketers?
Six business blogging essentials: A B2B marketer's guide
For B2B marketers, blogging is arguably the single best tool to help your target market find you online. When done correctly, B2B blogging significantly increases your SEO and the amount of quality leads to your site. We've been doing this for a while, so we thought we'd share our top six tips for better blogging.
How to Transform Your SEO Strategy: The New Rules for B2B Marketers
The world of SEO has undergone a total transformation since its early days. Contrary to popular belief, successful B2B marketers need to create quality content targeted to real human visitors instead of keyword-rich content targeted to search engines.
B2B sales: stop rushing and you’ll sell faster
I’ve been called in by a number of clients who believe that they have a bottom-of-funnel sales problem. Their sales opportunities just seem to be piling up and getting stuck in the later stages of the sales pipeline. They imagine that their sales people need help with their closing techniques. But when you dig into it, the problem is almost always somewhere else...
Why B2B marketers should invest in organic traffic for SEO
Announced by Google in August this year, a record hit of 3 billion searches are being made per day – a notable increase since 2011 where figures were just above 1.5 billion. So what’s important about this?
Four kinds of lead nurturing campaigns for B2B marketers
Lead nurturing is the way to stay on your buyer's radar without being overly pushy. Because sometimes, they want you to gain their trust before you hit them with a marketing message. Just like the beginning stages of a relationship, they want to get to know you first.
If content is king for B2B marketing, then context is God!
B2B marketing is changing fast. Your target customers are getting really, really good at blocking out your marketing messages andif your marketing can't keep up, your sales funnel is in serious danger of drying up. So how on earth is a marketer supposed to deliver their compelling message?
How to ask for an appointment in an email cold call
Asking people to call you back is a bit obnoxious-even if there is value and reason. When you do that your prospects are left thinking, "Wait, you want me to call you? So you can pitch me? Are you kidding?" This is why I take a different approach...
B2B lead generation: Why Sales and Marketing alignment produces better leads
The sales department wants the marketing department to provide more leads. But they want them to be “better qualified”. The real question is, “qualified according to whom?”
Funnel Management is a momentum game
I'm working with an exciting professional services company that has earned an amazing reputation and a degree of success.
The CEO - one of the smartest people you'll ever meet - wants to change that. There is no point having a brilliant brand if it's not translating into the revenue they deserve. So we're helping them to gain the momentum their service deserves.
How can sales people prevent premature elaboration?
It’s not a very edifying sight, but it happens way, way too often. A prospect gives the faintest acknowledgement of a potential issue, and the impatient (not to say desperate) sales person simply can’t wait to respond by presenting the features, advantages and benefits of their proposed solution in glorious detail. All this before the poor bewildered prospect has even come to terms with whether they need to do anything at all.
How to find a needle in the haystack
Mature marketplaces provide clear targets for new growth – the firm demographics have already been mapped. But how can you segment or target for growth in the virgin territories where little is known of who's buying what and why?
Protecting client relationships
Your existing client base is the most important asset in your business. Protecting and building on your key relationships is essential to both your immediate and long-term success.
3 critical questions for B2B sales: Why Change? Why Now? Why You?
Your company is facing an increasingly strong competitor - yet you won’t find them listed in any Google search of the key players in your marketplace. But this competitor is playing a powerful and often-undefined role in almost every significant B2B buying decision. And it’s the reason why a growing number of your apparently well-qualified opportunities are ending up with the prospect deciding to “do nothing”. Have you recognised the competitor yet?
What colleges should be teaching Marketing majors
Marketing, like most things in life, is completely different than it was 10 years ago. We are moving to a more social and more personalized web, which means that customers desire a more customized, relevant experience. Unfortunately, most universities and colleges are still preaching ye olde marketing curriculum.
Is your CRM System a Sales Prevention System?
Most sales organisations have some sort of CRM system in place. Many have made significant investments in the system. Yet simply implementing CRM – just like just running a sales training course – offers no “magic wand” for improving sales performance. In fact the energies expended on them are often wasted.
Buyers' Journey and reasonable attribution
I was recently asked about use of the term the Buyers' Journey, a term I first coined in 2003, and has since been popularised. I'm happy for this, but do get a little miffed when others claim it as their own. Please, therefore, forgive the following rant. I've also posted this in FunnelWiki so others can comment / evolve the dialogue if they wish.
Blogging: The Swiss Army Knife of B2B Marketing
Don’t be fooled by its unglamorous appearance and unassuming nature. Your blog is your most powerful survival tool in the B2B marketing jungle. Just like a swiss army knife, it can perform a multitude of functions required for survival.
How to select tactics that move buyers
We often accuse salespeople of pitching too early: “I’m ready to sell – I hope you’re ready to buy”. But it’s much the same with Marketing. We make offers designed for buyers who are ready to choose between options, but many buyers aren’t there yet…
The Outsourcing Dilemma: 6 Steps for B2B Marketers
To outsource or not to outsource. It's one of the great B2B marketing questions. Is it more cost-effective to handle things internally or to outsource particular work?
Reset the Sales Funnel for Revenue Forecast Accuracy
In case you didn’t notice your customers are buying differently today than they did last year. The differences could be subtle or obvious, but if you observe closely you’ll see that the process they follow to make a buying decision –the buyer's journey– has changed.
How to allocate limited budget
There is never enough money and never enough resources in a business. Whether you work in a multinational corporation with billions of dollars to splash around, or a micro business with only a few staff, budgeting is always tough.
3 Ways To Gauge Your B2B Buyer’s Interest Level
Digital body language (aka what you do online) can tell you a lot about how interested your prospect is. Your job is to understand what these various digital behaviours can tell you, and to respond to them correctly.
Are you trying to solve too many problems?
I don’t know about you, but I’m always uneasy when a CEO describes his or her strategy and somewhere along the way you hear a variation on the “after all, how hard can it be to grab a small share of a big market” argument? Well, the answer is always “a lot harder than you think”.
We don't need marketing - all our work comes through tenders
Have you ever heard that? I certainly have. I have also heard CEO's and Sales leaders say the exact reverse:
"We need marketing because every time we go to tender, it seems like the RFQ was written by our competitor".
It probably was! 'Back in the day' this would have been done by a good sales person with great relationships, a consultative style, and a persuasive argument. Today, it is done by marketing.The Secret to Being a B2B Marketing Rockstar: Maths
Many marketers are blissfully ignorant of the harsh realities of business, revenue and profits, making decisions based on instinct whilst the sales team huff and puff about how marketing live in cloud cuckoo land, not the real world of monthly targets.
6 Critical Foundations of the new “Solution Selling”
Faced with increasing competition, commoditisation and margin erosion most B2B vendors have chosen to embrace “solution selling” in one form or another. But, as many have learned to their cost, simply slapping solution lipstick on a product pig tends to be a cost-added, rather than a value-added strategy.
How to really upset your buyers
We live in a world where customer service and satisfaction is everything. Marketers build programs to reward regular customers and to make them feel special, and invest in satisfaction surveys to measure their success. So why are we saying you should upset your customers?
Closing sales opportunities faster
How often have we heard sales managers complain that they are generating lots of selling opportunities, but the Sales team just doesn’t seem to be able to close them fast enough?
Four steps to winning new business
Winning complex new business requires a disciplined strategy. By using a systematic approach, business developers can increase the flow of opportunities and identify which specific actions will close the deal.
Tailor your sales pipeline for superior prospecting
It costs seven times the blood, sweat, tears and dollars to win a brand new client than it does to maintain an existing client. Heard that one before? A million times, I bet.
The Green B2B Marketing Solution: Lead Recycling
The issue of leaked leads is not a pleasant conversation for most organisations, particularly for the sales team. It's understandable, most people would prefer to discuss successes. But if you can discuss why you lost and implement changes from the lessons learned, you will be in a winning position next time.
What’s holding your business back? Try this 12-point action framework
What would happen if you were able to double your sales and marketing resources overnight? Potentially, not a lot. Without a well-defined, scalable sales and marketing process you’ll inevitably struggle to attract, engage, qualify and convert enough of the right sort of prospects to increase revenue.
How to profit from buyers' problems
Businesses pay money to have their problems solved. Sometimes they will pay a lot, and sometimes they won’t. As a consequence, some problems are more ‘attractive’ than others to sales-oriented businesses that are offering solutions.
How to earn more profit than your competitors
What do you do when a tough competitor enters your space? Many businesses cut their prices, starting a 'race to the bottom' as their previously unassailed niche becomes just another commodity product or service...
Aligning content with the B2B Buyer's Journey at DemandCon 2012
Great content has become the foundation stone of B2B marketing. But with the customer changing the way they buy, you have to wonder if your content plays an effective role in advancing their decision-making process, or if it misses the mark entirely.
How measuring lag can boost sales
Most businesses have an accurate handle on the length of their sales cycle – the time that elapses between a lead being qualified and the closing of the deal. If your total sales cycle is six months, or three months, or twelve months, what does that mean and what can you change to improve results?
DemandCon 2012: Understanding demand marketing’s transitions and tensions.
Marketing is on a mission to gain control of the Funnel – to effectively manage and predict demand, yet today’s research tells a different story. The story exposes prevailing tensions in every area amounting to a serious disconnect between the vision of what Marketing should be doing and what it is doing in reality.
DemandCon 2012: Marketing & Sales Alignment - the journey one global organization has taken
Growing bigger requires you to make big decisions about changing the way you operate and the cultural and organizational structure of your company can play an integral part in how to approach these big decisions. But where do you start and which changes should be made first?
The Changing Role of your Brand in Demand Gen at DemandCon 2012
Does the market see your company as the life and soul of the party, devoid of personality or even worse, does the market think your brand exhibits a ‘split personality’ and doesn't seem to know what it wants to be? Michelle Martin will help you find out where you fit and how to change it when she discusses how today's best brands are built at DemandCon 2012.
Call your leads quickly, and stop calling after 20 hours
B2B marketers know how important it is to follow up leads quickly. But do we know how quickly? And can call backs actually hurt your chances?
