It’s an article of well-placed faith among B2B companies – where sales cycles are nearly always lengthy – that lead nurturing is vitally important.
And that’s in good times, when you may have gotten used to picking off new business like it was low-hanging fruit. But as Anne Holland says in her SherpaBlog post, How to […]
Continue Reading Add comment July 10th, 2008
Ah, the conventional wisdom. It’s what most of us fall back on when we think we’ve seen the answer “somewhere” …or flat-out just don’t know the answer, but don’t want to say so. It’s also, no doubt, a key factor in explaining the incredible persistence of myths.
The ultimate antidote to myths, of course, […]
Continue Reading May 16th, 2008
In his posting “What Works in B2B Technology Marketing”, Tom Pick over at WebMarketCentral has provided a nice summary of Marketing Sherpa’s free whitepaper, Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. (The whitepaper itself distills the complete Benchmark Guide, which is available for a fee […]
Continue Reading April 23rd, 2008
You may have seen some of our postings summarizing industry forecasts for increasing industry online ad spending …recession or not. (See, for example, B2B Online Marketing Budgets Set to Rise Again in 2008 and Microsoft’s Yahoo Bid Reveals Confidence in Online Spending Growth.)
Of course, “industry spending” is simply the summation of many decisions taken at […]
Continue Reading April 16th, 2008
Websites are by nature evolving beasts. Initially, it may be a struggle just to get enough solid content to fully describe your B2B’s offerings in a way that captivates your prospects (and gets sufficient attention from the search engines). Then you need to win the battle to keep it all fresh. Once that’s under control, […]
Continue Reading April 10th, 2008
If you need to ask what it is, you may be doing it without knowing; but the chances are greater that you aren’t. But don’t feel too bad… you’re by no means alone. Closed-loop lead management — in which you track leads from your web site or campaign landing pages right through to a closed […]
Continue Reading Add comment October 5th, 2007
OK, most of you probably know about using thought-leadership offers (white papers, webinars, blogs, newsletters, podcasts, etc., etc.) as “bait” for the purpose of converting your B2B site’s visitors to nurturable prospects. It’s certainly something we’ve preached about (some may say harped on) in our various communications for years.
And we’re not the only ones. Taking […]
Continue Reading 1 comment February 14th, 2007