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…
In an information-rich age, buyers don’t want to wait to learn. They actively seek out insight before making buying decisions, and they’ll range far afield to find it. From initial forays on search engines to expeditions into crowd-sourced reviews to…
You’ve maintained immaculate data hygiene, segmented your list with ultrafine accuracy, and created content compelling enough to share – and you’ll still inevitably part with a few prospects. The typical house list’s data degrades at a rate of 3 percent…
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…
How does the biggest and most revolutionary change in marketing help you do better at the most personal level of service? It might seem like a paradox at first glance, but the big implications of database marketing have a major…
Within every multi-national corporation is the small business it once was. Small businesses account for nearly 60 percent of the privately employed work force, according to the Small Business Administration. When you connect with the owners, C-level executives, purchasing coordinators,…
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…
Plenty of businesses acknowledge the importance of data hygiene, including data enhancement, but far fewer of them give it the attention it merits. Estimates of B2B business mailing lists suggest that as many as 80 percent of them are marginally…
Marketing databases that contain data about customers you’ve already converted serve many valuable purposes. They foster loyalty, improve your market knowledge, and allow you to serve your customers better. What if you could compile that kind of detailed information not…