Ask athletes about the toughest races they’ve ever faced, and most will remember a relay. What makes a relay race so much more challenging than a solo effort is the hand-off. Every team member has to be fast enough to…
In email marketing, you only have a few seconds to capture and hold your leads’ attention. Many of the tactics marketers used in the early days of email are anathema to buyers now, in part because that’s all they were:…
All customers are important to your business, but some are absolutely mission-critical. They’re the 20 percent who comprise 80 percent of your business, the clients who affect your organization at an enterprise level. You know who they are now –…
Discussions about marketing theory are fascinating, but translating them into reality is what matters most for your bottom line. Lead generation is only part of the story; you also need to convert those leads eventually. Because this week’s all about…
When it comes to picking a spot for dinner or deciding what to read, a little spontaneity is a good thing. For lead generation strategies, though, predictability is the goal. You want to know exactly how reliable your lead gen…
The Turing Test is the ultimate test of machine intelligence. Developed by Alan Turing long before the nascent AI we see today, the test involves how well a machine can mimic human responsiveness as measured by another human. In other…
It’s as true in business as it is in kindergarten: Unless you’re the only kid in the class, you’re going to be subject to the occasional popularity contest. Every new lead who runs across your brand is making a snap…
The world’s population is somewhere north of 7.5 billion people, but chances are, only a fraction of them are part of your potential market. It’s essential to find those glinting needles in that immense haystack of humanity who constitute your…
With its low cost, deep reach, and large scope, social media is irresistible to marketers. Unfortunately, many B2B prospects who are otherwise active on social media have no trouble resisting even the most appealing calls to action on these channels.…
