B-to-B Marketing

SUMMARY: There’s nothing like a 40% budget cut and staff reduction to make a marketing team focus on activities that have the biggest impact for the lowest cost.

Read how a team analyzed its marketing performance to determine which programs were really working – and which weren’t. Adjusting strategy based on those trends boosted total leads 12%, while increasing the value of opportunities in the pipeline by 65%. read the complete case study

SUMMARY: A strong corporate website is an invaluable tool for collecting leads and promoting your brand. But getting to this point is difficult when trying to unify far-reaching global divisions with existing websites of varying quality.

See six key tactics a team used to consolidate several divisional websites into a new, unified corporate platform. Their approach to managing people, technology and content helped them finish the job on schedule, and create a site that’s seen Web leads grow 200% since launch. read the complete article

SUMMARY: A case of the flu kept Pam O'Neal, VP Marketing, BreakingPoint Systems, from delivering her talk on lead generation through email and social media at last week’s Email Marketing Summit. So we caught up with her this week to learn how her team combined the two channels to create a powerful engine for inbound leads.

Read the eight essential tactics that have helped BreakingPoint triple its revenues in each of the last two years. Includes advice on:
o Coordinating a strategy with the sales team
o Establishing a social media presence
o Creating and distributing content
o Nurturing leads with drip email campaigns read the complete interview

SUMMARY: What is the average length of your B2B sales cycle from lead generation to sales conversion, and how does it compare to the lengths of your peer’s sales cycles in the B2B marketing community?

Check out this week’s chart to view the length of B2B sales cycles, according to more than 1,000 B2B marketers. read the complete article

By Anne Holland, Founder

I woke with a start at four in the morning in a hotel room in Scottsdale, Arizona, where I was conducting research at a marketing trade show in October 1999.

Back then, as now, marketing, PR and advertising professionals were nearly deafened by a deluge of media "serving" them. Magazines, events, newsletters, etc., etc. But, as a 20-year veteran, I felt that huge amount of content hadn't been terribly... read the complete blog post