What’s the ultimate goal of your lead generation strategy? Where are you taking your leads? If your lead gen program takes prospects on dead-end detours and meandering diversions rather than on a cohesive buying journey that results in a sale…
One of the biggest challenges of lead generation lies in knowing when you’re doing it optimally. You may have a good-enough system in place, one that channels more highly engaged leads toward your sales department and nurtures leads with lower…
Marketing has gone mobile in a big way. More than half of all email recipients now read their mail on a mobile device rather than a desktop computer, and in some industries, the mobile open rate goes up to more…
Email’s older than you might think, arriving on the scene in the early 1970s. Chances are, it’s also newer than you think – that is, it’s positioned to be a mainstay of business well into the future and takes full…
Literature, both ancient and modern, is full of epic journeys. Jason and his Argonauts spent years seeking the Golden Fleece. Odysseus was away from home for decades. Frodo faced terrible struggles to bring the One Ring to Mordor. It shouldn’t…
Emotional appeals in marketing have historically been associated with consumer-oriented sales. It’s easy to see why the emotional approach makes sense for selling luxury cars or perfumes, but emotion also plays a part in B2B marketing, albeit not in quite…
B2B businesses understand the importance of lead generation, but they don’t always have the tools they need to optimize their lead gen activities. Before you pour effort into content creation and outbound marketing campaigns, discover where your lead gen strategy’s…
Do you need more leads? A long-term lead gen strategy? Higher quality leads? Better sales qualification for them? Most marketers would happily take all of the above, but typically, the cost of lead generation and the need to produce measurable…
Every marketing channel matters, but they serve different purposes. Some are ideal for customer retention, while others excel at amplifying your signal for lead awareness. Your most valuable marketing real estate might be on those channels that are proven lead…
