B2B marketers and their CFOs have always paid great attention to ROI metrics. They know precisely the amount of money they have invested in a solution or service and they evaluate the success or failure by the level of profit and/or savings. But what about the time it takes for a company to see value [...]
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The tip this week comes from our Client Care Specialist in the London office, Greg Staunton. Greg has a Master’s degree in Marketing and more than six years of implementing lead management solutions for high-tech clients. Many B2B marketers know their companies could benefit from a lead scoring model, because they’ve read the case studies and [...] The best ideas are oftentimes the simplest. They seem to make so much sense once you review the issue before you. Then, they make you wonder how you missed it before. The recent ah-ha moment for me was in planning how to best share ongoing advice to B2B marketers as it relates to lead [...] As the economy takes its toll on marketing resources, it is well worth taking a look at how marketing organizations can further leverage their technology investments to improve day-to-day efficiencies. There is always great discussion and analysis around the ROI of lead management from a revenue enhancement and sales team productivity standpoint. But this overshadows [...] I love metaphors. I think they are a useful approach to explaining new concepts such as those in B2B lead management. One of my favorite metaphors of late is from my friend (and Silverpop CEO) Bill Nussey. He speaks about the changing marketing paradigm from interruptive marketing to true relationship building through customer [...] |
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