marketing training

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Does your CEO know what an MQL is? What about an SQL and SAL? B2B marketing and sales professionals use this language on a day-to-day basis, so they can be forgiven for forgetting that other parts of the organisation may find it difficult to understand them as they reel off acronyms and abbreviations. The problem is that these ‘proprietary’ terms are key to understanding B2B marketing reports. So how do you communicate B2B marketing metric results without these concept-defining terms?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Both demand generation and closing a sale are often a strong focus in B2B marketing strategies. But there is much to be said for what happens in between. This is where leakage can occur, and if your B2B marketing strategy doesn’t include a plug for leakage in the middle of the funnel, then those leads that you nurtured at the top will have been a waste of time. Does your company have a plan for the middle of the Funnel?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Getting a steady stream of prospects to your website and turning them into highly qualified leads is an achievable goal if you take advantage of new and powerful web technologies. Depending on your business objectives and strategy, there are a number of tools that act as marketing solutions. You should be leveraging these to not only draw prospects to your website for conversion, but also qualify them over time, saving both you and your Sales team valuable time and energy.  So what will deliver the right marketing solutions?

Hugh Macfarlane, Founder & CEO of MathMarketing, writes... Every company starts out small. So what is the magic recipe that sets the not-so-successful ones apart from the oh-so-successful ones? A great marketing plan. Small businesses are not just poorer versions of big businesses. They need to create new tactics and strategies to suit their size. Simply scaling down those that apply to a big business isn’t a marketing plan for success. So what is?

It's frustrating for a B2B marketer who wants to become great. So much of the available marketing training and most of the marketing books are written about consumer marketing. It's no wonder that business marketers leave money on the table with much of their marketing.