Lead generation Archives - Page 28 of 35

Hoover’s Connects With IT for Better B-to-B Sales

How can you get IT street cred and build a rapport with the technology professionals who will ultimately help approve and implement your solution? Stephen Bergmann offers some thoughts on how Hoover’s has connected with IT pros to market its Application Programming Interface (API) products.

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Lead Gen Best Practices: Bridging the Sales/Marketing Gap

While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.

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Marketing Ops 101: Evolving Marketing From a Cost to a Profit Center

Chief marketing officers are under considerable pressure to systematize demand generation, justify spending, and provide leadership in innovation in a rapidly changing and complex world. These pressures increase tensions among functional peers and cascade to subordinates who must do more with less staff. Meanwhile, a lack of perceived results are likely to shorten a CMO’s tenure.

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Four Ways Cloud Marketing Can Save Today’s Marketer

When Samuel Coleridge wrote “water, water, everywhere, but not a drop to drink” about the ancient mariner’s thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence.

Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And while the mariner was surrounded by salt water unfit to drink, marketers are frustrated that much of the information surrounding them is unavailable for marketing purposes. But where the old sailor could only pray for wind or rain, marketers can look to The Cloud.

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Why Marketing, Not IT Should Control the Marketing Database, (Part 2)

In Part 1 of this article https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.

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What the Big B-to-B Guys Can Learn From Small Business

What can large B-to-B businesses learn from the techniques that small business owners know so well?

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Best Practices: Engaging B-to-B Prospects By Phone

Telemarketing doesn’t have the best reputation in many circles. But if done properly, it can be a great way to engage B-to-B prospects and help guide them through the sales process.

Data & Analytics

B-to-B Data, Automation Benefits Available For Marketers Willing To Do Legwork

Bernice Grossman has a message for business-to-business marketers starting to explore the mobile and social media channels: Slow down, and review some fundamental data opportunities which are largely being overlooked.

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Making the Most of Leads From Trade Shows

In today’s challenging economic environment, not following up on tradeshow lead data is really inexcusable. It is expensive—really expensive—to be an exhibitor at a show. And whether your tradeshow exhibitor investment will net a profit or a loss all depends on how the lead data is capture and used.

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Warning: Your CRM System Is Not a B-to-B Database

Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database.