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The evolution of the buyer's journey whereby newly empowered buyers conduct their own research before talking to a sales person, means that marketing teams are taking on an expanded scope of responsibilities. More than ever, marketing should have a permanent seat at the board room table. Is your marketing department contributing what they should to your business growth goals? Here are 5 key indicators of a high performance marketing team.
Content marketing's star continues to rise in its role as a key tactic for lead generation. B2B businesses need to address the increasing importance of content marketing according to just-released research from well respected MarketingProfs and the Content Marketing Institute.
If your growth is not what you need it to be, don't blame your product. It might be that you're selling to the wrong market. In B2B marketing, it's easy to blame your solution - it's too expensive, out of date, lack features, isn't competitive. In this video blog sales funnel guru, Hugh Macfarlane explains how to choose the absolute best market for your product or service, and how to get the team to buy into that strategy.
Troubling the market about the wrong problem might actually help your competitor more than it helps you. In this video, Hugh helps clarify why you need to choose the right problem to solve for your customers.
Revenue targets have nothing to do with the targets you want to set for Sales and Marketing. Why? It's all about correctly attributing your targets across the organisation. In this video blog, Hugh helps to clarify this process and the importance of figuring out the correct targets for each department within the organisation.
There are many theories on Marketing Qualified Leads, but what exactly are they and how 'qualified' should they be before Marketing hands them over to Sales?
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.
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?
As marketers, we use PowerPoint presentations at multiple points in the buyer’s journey. PowerPoint is therefore an undeniably powerful marketing tool. Yet, how many times have you walked away from someone else’s PowerPoint presentation without remembering a single word of what was said?
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.