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Articles tagged with: marketing

What is a quality lead – and does it matter?
Monday, 18 Oct, 2010
What is a quality lead – and does it matter?

Everyone defines ‘quality lead’ differently.
Some use ‘lead scoring’ to follow different ‘touch points’ – determined by industry standard or corporate dictate – defined as having a ‘buying’ value that is supposed to project a close.
Some use the telesales function to ‘qualify’ and pass on to sales what has been somehow deemed ‘promising’.
Is  a ‘quality lead’ expected to lead to  a closed sale? A meeting? A ‘hot’ opportunity regardless of […]

Enhance the digital experience from cold -> close
Friday, 15 Oct, 2010
Enhance the digital experience from cold -> close

In our new digital world, the field of marketing automation attempts to manage the buying experience starting from the ‘beginning’ of the buying process. But indeed, relative to the full set of issues buyers must consider, marketing automation enters in no earlier than 70% of the way into the decision making.
Indeed, they are omitting the human side […]

Marketing Leads: based on faulty assumptions?
Friday, 8 Oct, 2010
Marketing Leads: based on faulty assumptions?

From what I’ve read and conversations I’ve had with several industry leaders and a few marketing automation companies,  current marketing  and sales automation technology does not address the human, private, off-line side of the buying decision journey. And it’s been said that using marketing automation offers a competitive advantage, but can it be even more productive? I believe that […]

Marketing: what, exactly, is it now?
Friday, 1 Oct, 2010
Marketing: what, exactly, is it now?

I had breakfast earlier in the week in New York with marketing wiz Neil Glassman. He’s one smart guy. We spoke about the interplay between sales and marketing, and he had some ideas about marketing that made me curious, annoyed, and excited. I’m going discuss some ideas I had as a result of our conversation […]

The new relationship between sales and marketing: it’s harder for the sales folks
Monday, 27 Sep, 2010
The new relationship between sales and marketing: it’s harder for the sales folks

Historically, sellers have been the one touching the buyer as marketers developed the brand awareness and hopefully brought buyers in – to be aware of the brand and trust it (or have some sort of mental relationship with it).
Marketing has never been hands-on the way that sellers were when they made cold calls or went to client sites […]

Book Publishing the Easy Way
Thursday, 7 Jan, 2010
Book Publishing the Easy Way

How many people have a book in them? I suppose we all do. But then we want to get it published; therein lies the problem.
There are so many choices when it comes to writing a book. Do you find a publisher, self publish, get a ghost writer? Do you write the book first and then […]