How To Set Up A B2B Lead Generation Team
How should a B2B lead generation team be organised? What tasks need to be completed? What can be covered in house and what should be outsourced? The first step is to identify precisely what is (and what is not) a lead. Next, decide how far marketing nurture leads and...
4 Advantages and Disadvantages Of Inbound Marketing
Before considering the advantages and disadvantages of inbound marketing a definition is appropriate. According to David Meerman Scott ‘inbound marketing is about developing marketing activities that ‘pull’ people into your site, generally through compelling content...
Marketing Campaign Analysis And ROI
Without accurate marketing campaign data, any marketing department will find it hard to justify its existence. Higher management needs to know resources employed are delivering the required return. How can marketing prove their positive impact on the business and...
Improving The Marketing And Sales Relationship
The potential for conflict between sales and marketing in any B2B organisation is well known. It wastes time and effort and the opportunity cost can be enormous. In this post, we consider if a transition to inbound marketing could help improve the marketing and sales...
9 Key Inbound Marketing Skills
In B2B markets there has been a shift toward inbound marketing in recent years. This, in turn, has modified the skill sets required by marketers. Today the main skills required by marketers include: Strategy, planning and segmentation. The ability to...
The Key B2B New Market Entry Challenges
The key challenges associated with entering a new B2B market are not as obvious as they may seem. Yes, you need a killer product or service that fits perfectly with the need of the marketplace but image, relationship and your people are also key. We consider the key...
5 Reasons To Use An External Marketing Team
What value can an external marketing team offer over the in house approach? Is an outsourced marketing agency just another cost or can they deliver real benefits? This post sets out to answer those questions. Outsourcing marketing to an experienced external marketing...
The Advantages Of B2B Market Segmentation
The time taken to undertake a B2B market segmentation process is rarely wasted. It can be all too easy for a sales department to lack focus and to chase the easy target, the prospects the competitors chase, or the contacts that are always open for a visit without...