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Lead Generation
Marketing Technology maze in B2B
Earlier today I ran into this great overview* of the plethora in marketing technology platforms currently available. At the same time, to many this chart may well be an overwhelmingly intricate maze too. Whilst it provides a great overview of the kind of marketing & sales technology categories** available, I … Continue reading
Practicing, not just preaching the inbound gospel
By showing how their respective companies are making a difference, Kieran Flanagan (HubSpot) and Marcel Molenaar (LinkedIn) delivered the most compelling proof of the new marketing pudding. Last week both gentlemen spoke at the New Marketing 2013 (#NM13) conference run by ICT Valley in the Netherlands. First of all, here’s … Continue reading
B2B Lead Nurturing: how (im)patient can you be?
Maturing a lead, or B2B lead nurturing as it’s commonly called, is all about making the right move at the right time. Enticing or even perhaps seducing the prospect to make a next step in his or her buyer journey. With prospects prefer to orient themselves (i.e. without ‘help’ of … Continue reading
B2B Content Marketing: time for proper strategy
Content Marketing. Nearly everybody is keen to share opinions and infographics on this relatively young discipline. To 90% of all marketeers content is increasingly important within the marketing discipline. Ironically less than 40% of all marketing managers have drafted a content marketing strategy, according to a recent econsultancy survey. The … Continue reading
B2B Lead Nurturing: how to (not) close
Marketing automation solutions including Eloqua, Marketo en HubSpot promise to do their best in helping to ‘warm up’ prospects into qualified opportunities. The english expression B2B lead nurturing says it all. Research shows prospects in business-to-business markets want to control their ‘buy button’ in up to 70% of their buying process. … Continue reading