1. Another Case for Marketing and Sales Collaboration

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    We have to be careful not to take words too literally. Consider the idea that marketing delivers sales ready leads to sales. By doing this, marketing has moved the buyer X% (30% -70%?) of the way through the sales process, right? Well, maybe, but maybe not. Let’s look at what has to happen with that “lead” on the sales side. (Reminder, we’re talking complex not transaction oriented sales here.) In most B2B sales processes 4-15 stakeholders are engaged. (A top technology company selling a multimillion dollar solution has 30-50 people on their People Map). When we say marketing has delivered a sales ready lead, do we mean the 4-15 stakeholders to a specific opportunity, or a single individual? Obviously, waiting for marketing to get an entire buying team to sales ready status introduces serious risk factors of being late to apply the critical sales professional resource. After all, people progress individually...
  2. Content Marketing Principles and Practices

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    Subtitle: Lip Service or Disciplined, Consistent Execution? A research briefing on Focus Marketing website called Best Practices in Content Marketing presents summary recommendations, a set of principles really, for conducting content marketing. Executive Summary “A content marketing strategy involves the creation of content for the purpose of engaging and establishing relationships with current and prospective customers, and subscribes to the belief that delivering high-quality information to prospects at the right stage of the buying cycle drives profitable action. There are several stages of a content marketing strategy each with many elements to consider before moving to the next. In this guide, Focus Experts Ardath Albee, Joe Chernov, Barbra Gago, Doug Kessler, and Stephanie Tilton have suggested their top tips and best practices for each stage of the content marketing cycle.” I highly recommend the briefing, the full roundtable discussion transcript, or the on demand recording of the full program. (I especially like that Focus offers MP3 and transcript versions,...
  3. New B2B Marketing and Selling Truisms

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    This is my list of new marketing and selling truisms for B2B selling organizations. They provide context for most of our services and writing. I post them prominently here so as to not have to repeat them in any conversation or material I create. If you agree with these truisms, please join the conversation. If you have additional, please help me grow a comprehensive list. Thanks to those who have provided suggestions, some of which I’ve added. Buyers are more in control of the B2B buying process than ever before. For buyers, all sellers look and sound alike. Products and services appear undifferentiated. Therefore, the way we sell is a critical area of differentiation and value add. The Internet changes everything, by providing instant access to virtually unlimited information. This requires new ways of thinking about marketing and sales, as well as new processes, skills, resources and investments. “It’s not...
  4. Think Like a Publisher

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    Marketing automation for lead nurturing raises the stakes and the complexity of the content creation process. To feast this voracious beast, we recommend you think like a publisher. Why? Buyers want to view relevant content based upon their: role, specific needs or issues, stage of the buying process, industry, alternatives, and information purpose (attention, general education, customer stories, vendor point-of-view, vendor capabilities, proof points, technical explanation and more.) To create physical documents to respond to this requirement would require hundreds, perhaps a thousand documents (4 variables for 5 factors is 4 to the 5th power). Daunting, if even possible. Business publishers need content to be available immediately when buyers, or their sales staff, require it. But budgets are tight and quality standards must be preserved. Volume and the ability to tailor content — perhaps even personalize it — really ups the ante. Business publishers need to shift their thinking from...
  5. Marketing Automation – 10 Points on What to Do First

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    I was recently asked – “We have 3 months until we turn on our marketing automation system (in this case, Marketo). What should we do before we set it up?” First off, don’t wait for anything to turn on marketing automation. You don’t want to wait one more day because the moment you turn it on, it’s going to provide you with visibility into who is engaging your web site and you’ll begin building an activity history that will later be associated to an individually named prospect (as soon as they click on one of your emails). OK, so now you have your marketing automation turned on, what’s next? To help you ensure that you fulfill on the promise of marketing automation and meet the expectations of your management team, the below list are must-have components of anautomated lead management and lead nurturing program powered by marketing automation. These are not optional.  If...

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