B2B-MARKETING | DATA-ANALYTICS

Lead Gen Best Practices: Bridging the Sales/Marketing Gap

|  by Beth Negus Viveiros

While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.

Making the Most of Leads From Trade Shows

|  by Beth Negus Viveiros

In today’s challenging economic environment, not following up on tradeshow lead data is really inexcusable. It is expensive—really expensive—to be an exhibitor at a show. And whether your tradeshow exhibitor investment will net a profit or a loss all depends on how the lead data is capture and used.

18 Proven Ways to Reach B-to-B Customers with Email

|  by Chief Marketer Staff

Business-to-business communications are fundamentally different from business-to-consumer. With B-to-B, there is usually a long sales cycle. Your goal is to engage, to establish your company as a valuable source of information. You want to get your messages opened and read often, making you the authority buyers turn to when they are deciding where to purchase.…

What to Consider When Creating B-to-B Lead Evaluation Models

Modeling business-to-business data can be tricky business. There are considerations consumer marketers don't have to worry about, such as how a given industry indicates propensity to purchase, or the impact of multiple decision makers within an organization. Chief Marketer spoke with Matt Fulk, senior manager of database marketing at SAS, about the challenges of creating…

Outsider’s Perspective Helps Hoover’s Refine Brand

|  by Beth Negus Viveiros

Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message. This was not a feel-good exercise. “With everything going into social media, the world is becoming more…

Chief Marketer Videos

by Patty Odell

Mother’s Day is on the horizon and Teleflora pokes fun at the strong bond between moms and their kids through a series of laugh-out-loud videos.

	
        

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