One of our earliest posts was “To Register or Not?” – way back in late 2006 – in which we looked at both sides of the burning issue of whether or not to insist on collecting visitors’ strategic information in exchange for allowing them access to some crown jewel of your content suite (typically a [...]
Continue Reading Add comment August 12th, 2009
It’s something every B2B is trying to do: make its scarce marketing dollars exert as much leverage as possible …especially on lead generation. In his piece for DMNews, Mac McIntosh outlines eight steps for doing just that. It’ll be worth the click over to get the rest, but here are some of his recommended steps: [...]
Continue Reading Add comment August 12th, 2009
So much attention is devoted to online lead-generating mechanisms (SEO, PPC, etc.) that much less is given to the less glamorous activities involved in properly handling those leads, once acquired. And in these recessionary times, leads are just much too precious to waste by mishandling them. So along comes Mac McIntosh in his Sales Lead [...]
Continue Reading Add comment July 31st, 2009
For those who thought that social media were mostly good for brand- and relationship-building, and maybe SEO… along comes a study from DemandGen Report showing that – at least for the 218 B2B sales and marketing professionals sampled – lead generation is becoming the main goal of social media use. In fact, some early adopters [...]
Continue Reading Add comment July 21st, 2009
So much ink is spilled over driving traffic, generating leads and conversion… one might conclude that that’s all that matters. But equally important… what’s happening to all those leads? More specifically, how long does it take you to respond to them? For B2Bs, lead response is kind of like baggage claim for an airline: it’s [...]
Continue Reading Add comment July 20th, 2009
In tight economic times, it’s often tempting for Marketing to step up its lead-generating efforts in an attempt to help the company and demonstrate its own value …too often in the process inundating Sales with low-quality leads that are never acted upon. Another knee-jerk reaction is to focus on driving down cost-per-lead (again demonstrating to [...]
Continue Reading Add comment July 8th, 2009
No doubt it’s getting a bit old for you, too: you can’t go anywhere or strike up a conversation without the topic turning to the economy. Invariably the question is asked, “How’s business?” We’ve seen this movie before and lived, and so have our clients. We’ve blogged already about how smart companies will seek to [...]
Continue Reading Add comment January 5th, 2009