Consult Your Sales Team First: 3 Questions For Better Alignment
By Tom Jacobs, President, Jacobs Agency
Today, buyers from both worlds – B2B and B2C – control how they consume information. The evolution from one-way communication to more complex, two-way conversations between a brand and its audience gives power to the purchaser. In fact, a McKinsey research study reported that nearly two-thirds of touch points in the active-evaluation phase of consumer decision-making involve audience-driven activities.
- Category: Demanding Views
- Hits: 3105
One way to measure the quality of a business conversation is by the way your prospect talks about you once the discussion is over. In other words: Yes, you want them to talk about you behind your back. But you want those conversations to portray you in a positive light.
I’ve been thinking about the adage that everything old becomes new again, and about how it relates to the epic rise of content marketing as a buzzword, rallying cry and all-important directional philosophy for marketers around the globe. How did we get here?
Companies run dozens of lead generation programs over the course of a year -- in some cases, 50% of marketing budgets are spent on lead generation. Some of these campaigns generate a wealth of rich prospect data; others produce simple lists of names and contact info.