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Demanding Views

This section provides insights from some of the most prominent industry thought leaders in the space.

In the Eyes of the B2B Buyer, Content is No Longer King

By Carlos Hidalgo, CEO and Principal, ANNUITAS   In 1996, Bill Gates penned the phrase “content is king.” While I do not think he meant it in the context of B2B marketing, it has not stopped B2B marketers from using this as a rallying cry to do more in the…

Why Today’s B2B Marketing Landscape Is A ‘No Man’s Land’

An Interview With Louis Foong, President & CEO, The ALEA Group   The continuous innovations in B2B marketing strategies and technologies have left marketers in a state of limbo — trying to keep up with the changes being made in their daily routines. In a recent interview with Demand Gen…

Why Mergers Are The Perfect Use Cases For Predictive Lead Scoring

By John Bara, CMO, Mintigo  I have been through multiple mergers and acquisitions in the software industry.  In each case, business models depend on successful cross-selling of new products and services to respective customer bases of the newly combined companies. Have you been a part of a merger or acquisition?…

The Dos and Don’ts of Lead Nurturing

By Lauren Brubaker, Demand Gen Manager, NetProspex   Take a second and think about your lead conversion rate. Could you name it right now? Hopefully you can. Conversion rates from inquiry to MQL — and MQL to opportunity — are two crucial stats that demand gen marketers should always have at…

The Art of Persuasion: 6 Effective Techniques for B2B Marketers

By Megan Ritter Sometimes it can be difficult to persuade others to work with you in order to achieve a common goal. If you’re working in the B2B market and you’re having trouble reaching out to others, chances are that you haven’t been focusing on the most important methods of…

Talk With Your Prospects, Not At Them

Seth Lieberman, CEO, SnapApp   Marketers have only one job: deliver value to their audiences. When marketers deliver value, good things follow. It sounds easy. However, cutting through the noise to deliver value can be hard, and getting customers to trust that you have value to offer is also hard. There…

A Blueprint For Building A Dream Relationship Between Sales And Marketing

By Brian Kelly, CMO, InsideView Marketing and sales departments in most companies are not working cohesively. This disconnect creates a less-than-effective strategy to develop long-lasting relationships with leads. Marketers traditionally gather minimal information about leads, which they then transfer to sales professionals who attempt to make a connection. This process…
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