If you threw a party, would you care more about the number of people who showed up, or would you measure success by other standards – how much fun your guests had, for instance, or how long they stayed and…
At first blush, automation and customization seem like opposites. Automation might conjure images of sophisticated machines moving in an intricate ballet to produce identical items. Customization describes a product that’s lovingly crafted by hand to fit a specific need. In…
One of the toughest questions marketers face is how to know when their efforts are working. Which marketing activities pay off? What made your most successful campaigns soar? Where can you afford to cut back on marketing spend, and where…
There was a time when scientists thought there were only a handful of elements, and those were poorly understood. Now we know there are more than a hundred of them, and we understand what constitutes an element. Our greater knowledge…
In a perfect world, leads come to you with cash in hand and full product knowledge, and all you have to do is accept their money. In real-world B2B marketing, there are a few more bumps and snags in the…
We often talk about buying decisions in terms of a journey. Think about the difference between leading groups along a hiking trail versus guiding each hiker along the path personally. In groups, it’s possible for hikers to lend one another…
The need for skilled programmers, scientists, researchers, technicians, and other STEM professionals is projected to grow dramatically over the next decade. In the business sector, technology is becoming a mission-critical element of success too. Professionals in these fields rely on…
Gaining access to the decision-makers in your industry is a mission-critical sales goal. When you speak directly to influencers at the apex of the corporate hierarchy, your message has a more significant impact. The NAPCO Media Corporate Management Database, available…
It’s always exciting to hunt down commonly accepted wisdom that isn’t as wise as it sounds, but when it comes to something as essential as lead gen, myth-busting is practically a public service. We’ve seen plenty of fables about lead…
