Every marketing team has handed sales a list of leads that went nowhere. After a few of those lists, sales stops trusting them, works its own referrals instead, and the two teams settle into a standing argument about lead quality. Underneath the argument is a simpler problem: nobody has written down what a good lead looks like. B2B lead scoring...
Most B2B marketing teams are better at generating leads than keeping them warm. A form gets filled out, the lead lands in the CRM, and nothing happens until a salesperson gets around to it, by which point the buyer has moved on or gone quiet. In a market where the average deal takes months of research and several decision-makers, the...
Effective advertising is about reaching the right person with the right message, at the right moment. Two people can be living with the exact same knee pain and still be nowhere near each other on the road to treating it. One has quietly filed the ache under getting older and built his week around it, while the other has already...
Most B2B marketing teams can generate leads. Fewer can predict them. The month a big trade show or a strong campaign lands, the pipeline looks healthy; through the quiet months that follow, sales starts asking where the opportunities went. The difference between a lucky pipeline and a predictable one is whether you treat lead generation as a string of disconnected...
