Does your business have an organizational concept of the perfect client? Most business owners are conditioned to focus on the sexy, shiny allure of client acquisition. It’s certainly important to gain new clients but don’t forget about the untapped potential of existing clients. Company growth does not necessarily need to stem from a client acquisition…
“Hey, it’s my birthday. I should get a free drink!” If you’ve ever worked in a bar, you dread these words—and giving away a portion of your revenue can be devastating. However, according to Uncorkd, many bars are finding ways around this expectation for complimentary drinks with customer loyalty programs. Many B2B marketers can relate…
According to the 2015 State of Inbound Marketing Report, determining ROI from marketing efforts ranks as the #1 challenge for B2B marketers today. This is most often the result of not being able to tie sales results with a particular marketing effort. There are two key factors that make marketing and ROI analysis a challenging task, especially in…
It’s all about existing customer relationships – nothing else matters after an initial sale has been made. This is especially true in a business-to-business (b2b) sale. The problem is that most organizations rely solely on people to foster customer relationships: salespeople, account managers, customer success teams, creative teams, operations teams, accounting teams, etc. There are several…
We all remember when “inbound” was the new kid on the block. It wasn’t that long ago – and since then we’ve seen the marketing industry blow-up with content. Almost all b2b marketers invest in some form of inbound marketing whether it be a blog, search, social or whatever. So, what is the next big marketing…
Even if your sales team asks often, generating referrals can be a real challenge in a complex business-to-business (b2b) sale. If you’re like most business leaders, you probably already understand that B2B referrals typically lead to faster and more profitable sales. And you probably already know there must be a strong level of trust between you…
What if we told you that virtually every marketing innovation over the past four decades has essentially been the same? You would probably agree that doesn’t sound very innovative. Now consider for a moment what inbound, outbound, and content marketing all have in common. In one form or another, each strategy is mostly used to…
We’ve all been taught that new leads are the lifeblood of any sales organization. And it’s true. Lead generation is incredibly important – but there’s more to the lead gen story. Companies spend trillions each year just to generate new leads. We fight over market share. We pay Google to get found. We hire experts…
The traditional b2b marketing and sales funnel is a lead based system. The purpose is to cast a wide net and fill the funnel with lots of leads. We feed the monster constantly – whittling away until the funnel contains fewer and fewer people – and eventually some of them turn into paying clients. It’s…
