Demanding Views

By Stephan Dietrich, President, Neolane, Inc.

While BtoB marketers might scoff at the simplicity and brevity generally associated with BtoC sales cycles, there is a lot that can be learned from the land of instant discounts and promotions. BtoC marketers have traditionally been focused on lead acquisition, and they excel at it. Considering contrasting lead generation approaches including long campaign cycles and multiple touch points, many BtoB marketers face a skills gap compared to their BtoC counterparts as they try to leverage prospect and customer data in a similar way to accelerate conversions to the pipeline.

By Carlos Vidal, Manager, Lead Generation Practice, SBI

In part 1 of this series, we established the value of installing a closed loop contact-to-contract lead measurement process. We promised to explore in a series of follow-on articles, three metrics that are key to this new process. In this second installment we focus on optimizing Lead Generation Spend.

By Mike Gospe, Principal & Co-Founder, KickStart Alliance

One thing is for sure: no two marketing blueprints are exactly alike. This is because each blueprint is guided by a company’s over-arching marketing objectives, target audience priorities, key messaging, availability of relevant offers, and of course, timing. This is why when it comes to marketing blueprints, be cautious of anyone who promotes a “one size fits all” approach to lead generation.