Tag: sales process

Still relying on salespeople for insight? Make win-loss analysis part of your B2B marketing plan

Do many of your sales deals get disqualified because the potential buyer’s budget won’t stretch or your product is a poor fit for their needs? Many marketing and sales teams don’t know and the search for an answer quickly descends into blame-shifting: Marketing won’t admit to generating unqualified leads, salespeople won’t confess to over-promising and […]

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B2B decision makers
The Death of the B2B Decision Maker: A Marketing Autopsy

It’s the holy grail of B2B Marketing: Getting the attention of the so-called C-suite. Why are marketers so determined to target C-Level executives? Well, if a professional’s job title has ‘chief’ in it, it means they are the decision maker. Or does it? Today’s view of buyer personas in B2B marketing is shaped by Miller-Heiman’s Strategic Selling […]

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Lies, Damned Lies, and Marketing Metrics

It’s the moment every marketer dreads: You are presenting marketing metrics to the sales team, and they spot a flaw in the data. With one thread pulled, everything starts to unravel. You quickly start making excuses about the inaccuracy of the data in salesforce.com, while rushing through the rest of the slides. Marketing metrics can be a minefield: What […]

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Three Reasons Why Content Marketing Works For B2B Sales
Three Reasons Why Content Marketing Works For B2B Sales

There are plenty of people who think content marketing has no place in the B2b marketing repertoire. They think that B2B selling is about matching product features to customer requirements, building relationships through rounds of golf, liberally distributing branded pens and business card holders and attending the annual industry tradeshow. But most B2B marketers and […]

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