In the past few months a cool new term has appeared on my radar. That term is, “revenue marketer”. Wish I had thought of it first. It defines a new level of marketing professional. While I’m energized by the term, sadly, I’m concerned that too many B2B marketers don’t have the right perspective and skills to play in this new league...

B2B marketing and sales professionals often hear about how they need to align themselves for successful business outcomes. As simple as it is to say, the reality is that it is often quite a difficult thing to achieve, and in some cases a seemingly insurmountable task. So it helps to be able to learn from companies that have succeeded in achieving alignment.

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Is there a failsafe way to engage executives as prospects in B2B marketing strategies? We talked about selling to crazy-busy people when we reviewed Jill Konrath’s presentation titled to that effect, but it’s definitely a topic that B2B marketing professionals are drawn too. This is why I’m confident that Adrian Ott’s presentation will be a welcome addition to the DemandCon agenda. So what will Adrian have to say about the matter?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes...   Surely this is a goal for most B2B marketing teams. But of course personalisation often reads as almost synonymous with difficult, so it sets the alarm bells start ring for many of us. The trouble is you will get better results with personalised B2B marketing tactics. At MathMarketing we certainly believe in clear, specific tactics for carrying-out optimised B2B marketing and sales solutions. So is there any way to take the difficulty out of personalisation?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... We’ve had a social media Mecca and now we’ve got a B2B marketing nirvana. Dictionary.com defines nirvana as, “a place or state characterised by freedom from or oblivion to pain, worry, and the external world”. So if there is a B2B marketing ‘nirvana’, in what sense can you achieve it?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Metrics for every stage of the lead-conditioning process? B2B marketing professionals will know that proving their worth to the rest of the organisation can prove painful at times. But when metrics are in place, they can serve to facilitate better planning, lead-readiness and maximise ROI. What you need is a solid set of metrics to align with your B2B marketing processes. So what are they?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes...   Marketing Automation doesn’t happen overnight. There is a transition process involved. B2B marketing organisations will need to work through this process and respond to new ways of doing things as they go. B2B marketing delivery, user tracking, scoring and strategy all come into play. So what does this mean for the whole B2B marketing team?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... We’ve said it before and we’ll say it again. B2B marketing is nothing without a strong sales team to work with on the same set of goals. The crucial thing for B2B marketing teams to pre-empt, is that their sales counterparts will likely have more talk-time with prospects, and so that time needs to be spent wisely. So how can B2B marketing teams help sales develop this wisdom?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... You need names to fill your Funnel. There are lists available for B2B marketing companies that give you names. But whether these lists offer quality leads is another matter. B2B marketing professional can find themselves torn between the idea of a quick-fix, and using up valuable resources trawling through data to find names of their own accord. This may seem like a catch-22 to some, which is why gaining an expert’s insights on the topic is valuable.

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Social media has opened up an entirely new forum for B2B marketing, but many-a-marketer has dabbled and withdrawn from any serious use of these platforms. Even so, best practice for B2B marketing using web 2.0 functionalities has become a serious and sophisticated element to many Funnel Plans. So how do B2B marketing professionals create the ‘right buzz’ around what they’re doing?