A recurring theme among B2B companies is how to get Marketing and Sales to work together effectively as a team. This 16-page white paper by Marketo and Reachforce offers practical advice: key points which the two need to discuss and agree on; business processes that have to be built and maintained. Understanding the connection between markteing and sales, the processes, the hand-overs and the success criteria than become the backbone of the eMarketing strategy for Lead Generation. Recommended reading for all eMarketers who want to support Sales teams effectively. (more…)
The author prefers to stay anonymous, but the choice of subject alone speaks volumes for his experience. He argues that yes, we should keep private email ids in our B2B databases and provides 8 reasons why. Good stuff – he’s shifted my view from ‘anti-private-email-ids’ to ‘OK, keep them’. (more…)
Sound advice, based on solid experience for advanced eMarketers – ideal for those who already have some experience with Online Lead Generation and can read between the lines to recognise what needs to be done next. Focuses on Scoring only – for effective implementation, get additional research on Landing Pages, internal Processes, and Strategy. (more…)
Totally pragmatic view of handling Online Leads once they’ve come in, with the emphasis on sales professionalism. If you’re B2B, ignore the references to Real Estate – this is solid material. Well worth thinking about all these points – and acting on them – before you actually switch on the online campaign. (more…)
Short, snappy descriptions of ‘inbound’ and ‘outbound’ leads and – here’s the value – ‘why this is important’: it’s a different way of thinking, requiring a different style of action. (more…)
Vendor Blog suggesting three ways to improve Lead Generation. What I like here is the way the description of the issue is followed by a very relevant and concrete tip. Includes a nudge towards the vendor solution (of course). (more…)
High-level piece focusing on management and business issues of online marketing during recessionary times. Solid advice on strategy. Especially useful for eMarketers within larger organisations who may be struggling to improve senior management’s view of the marketing department. (more…)
Interview with web designer and landing page expert Alex Harris by vendor Marketbright. Best practices around landing page design and how to improve conversion rates for Web sales. Insights delivered in concise format as bullet points. (more…)
Strong ideas, but this piece (pdf format, 5 pages) by service provider eMedia is so concise it’s almost superficial. Nevertheless, a useful starting point for further detailed research. (more…)
