Feature Articles

New Survey Shows Social Networks Emerging As Sales Pipeline Resource

Social networks are emerging as a legitimate source for generating leads and feeding new prospects into the pipeline. A new DemandGen Report survey concluded in early June found that, while still in the early stage of development, BtoB marketers are building formalized strategies to utilize social networks as a source…

June 23, 2009
Written by Andrew Gaffney

Social Media Contact Strategies Heighten Need for Database Hygiene

This is part two of a two-part series looking at best practices for managing a contact database. Part one offered key takeaways to optimize response rates by defining lead gen goals and target demographics. In our last look at database strategies, we examined tactics for developing and expanding a list…

June 16, 2009
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Experts Size Up Contact Database Growth Strategies to Optimize Response Rates

This is Part 1 of a two part series looking at best practices for managing a contact database. Look for Part 2 in next week’s newsletter.In order to optimize marketing messaging and generate the leads needed to feed their sales pipelines, BtoB marketers continue to wrestle with the need to…

June 9, 2009
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Climate Heightens Need For Nurturing To Match The New BtoB Buying Processes

Considering the current business climate, it is hard to fathom that less than 10% of marketers are capitalizing on one of their biggest opportunities to drive new business, but that is the unfortunate reality. We conducted a survey of marketing executives back in December of 2008 and found that only…

June 3, 2009
Written by Andrew Gaffney

New ROI Study Shows Firms With Ops Teams, Metrics Outgrowing Competitors

Companies outgrowing their competitors are much more likely to have a staff dedicated to marketing operations, use marketing ROI and profitability metrics, and have campaign management automation, according to the Lenskold Group / MarketSphere 2009 Marketing ROI & Measurements Study released this week. Those firms that considered their marketing highly…

May 26, 2009
Written by Andrew Gaffney

SiriusDecisions Summit Points To Growing Need For ‘Demand Center’ Services Concept

At a time when most marketing and sales executives are searching for ways to accelerate the speed of their pipelines, the SiriusDecisions Summit once again helped to provide some direction on how best-in-class BtoB organizations are still driving demand and closing deals.The Summit, held last week in Scottsdale, AZ, drew…

May 19, 2009
Written by Andrew Gaffney

Social Media Survey Fills In The Blanks On CFO Gatekeepers

A company that takes its demand generation seriously knows that making contact with a prospect’s C-level executive is akin to hooking a marlin on a fishing trip. This is the big one. But understanding the behaviors, information needs and social patterns of the big fish has proved to be challenging.…

May 12, 2009
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