Deeply understanding how your prospects move through the buying cycle is really important when structuring a marketing plan that drives customer acquisition. Mapping this process requires an understanding of the stages that a customer moves through from not understanding that they have a problem through to buying, and renewal.
Posts Tagged ‘Sales’
There are two types of B2B companies: those that only worry about their sales funnel and those that only worry about their marketing funnel. Ideally these need to be tracked as one integrated pipeline.
In many larger organizations, sales folks are trained to become “trusted advisors” to their accounts. To attain this status, account managers need to demonstrate a deep understanding of the customer’s environment and pains and offer valued advice and support. It strikes me that this is exactly the goal of a great content marketing strategy.
Startups selling larger sized deals don’t generally concern themselves very much with managing a pipeline of leads at the beginning. Most of the BtoB focused companies I know have started with 1 or 2 sales folks managing their own pipeline of leads which have come from them mining their own list of contacts along with [...]
Data on how your inside sales teams respond to leads shows a clear pattern in what a rep should do to increase the likelihood of reaching a prospect.
A new study confirms what many marketers already know – that handing over under-developed leads to reps that don’t have the capacity to absorb them is a losers game.
Product Marketing and Product Management are disciplines where the theory is easily understood but practical execution is really hard. I asked Tim Johnson to share a couple of his favorite “from the trenches” stories to illustrate how shifting the focus from “product features” to “value to the customer” can make a huge difference.
Pilot projects for enterprise software may have to change as enterprise software becomes more socially-enabled.
I think most start-up execs don’t really believe in segmentation. Sure, if I ask for their segmentation they dutifully blow the dust off a fairly nice looking slide that shows what markets they are targeting. Then I look at the customer list and the two things don’t line up whatsoever. The execs know they’re supposed [...]