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by Carly Schoonhoven
Marketing to the wrong people doesn't help you. Knowing what motivates purchase decisions is essential to building a successful inbound program. So how do you figure out what motivates purchase and how to reach those motivated people? By creating buyer personas.
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by Abhishek Talreja
Content marketing is one of the most effective strategies for today's marketers. But the mindset, objectives, and intentions of B2B audiences are different from those of B2C audiences. Content for those different audiences must also differ.
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by Ed King
Marketers know the duplicate-record problem well, but even more insidious are duplicate data fields. Here's how to minimize the problem and perform data unification, along with tools and resources for doing the job right.
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by Peter Arvai
Turn any common presentation, such as a sales deck or company overview, into an asset that provides valuable information, turns prospects into buyers, and drives the bottom line.
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by Megan Tonzi
Wondering whether an account-based sales development approach is right for your business? If these statements sound familiar, then you'd probably be better off with a different approach.
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by Terrence Blair
When someone first visits your website, it's unlikely she's going to buy from you, no matter how good your product or service is. She needs to come to trust you first. So how can we marketers build such credibility?
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by Sharmin Kent
The battle between Sales and Marketing often starts at the top and persists because of a lack of alignment. But they must work together to guide the buyer's journey.
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by Ayaz Nanji
Which types of information do B2B technology buyers value most at different stages of the purchase funnel? Do buyers of different ages prefer different content formats and sales approaches?
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by John Bara
Predictive marketing software can have powerful implications for efficiency and effectiveness across Marketing and Sales.
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by Tom Collinger
Consumer engagement today looks more like an engine with interlocking gears than like the familiar funnel that marketers have relied on for more than a century. Here's how you can use the new framework to enhance the value of your marketing.
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by Adena DeMonte
Don't get stuck thinking that ABM is only an outbound strategy of "fishing with a spear." ABM is really a strategic method of both outbound and inbound marketing.
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by Ayaz Nanji
Between three and five corporate departments weigh in on B2B purchases, on average, according to recent research from LinkedIn.
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by Verónica Jarski
If you're stressed out about giving a presentation, you're not alone. The following nine tips can help you determine the root of your anxiety and overcome it.
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by Ayaz Nanji
Vendors say most sales meetings are a valuable part of the B2B purchase process, whereas buyers say most meetings are not valuable, according to a recent report from Altify and IDD Consult.
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by Ayaz Nanji
Is B2B company data provided by major vendors correct? How likely is it that marketers and salespeople will be able to connect with the prospects they're trying to reach?
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by Julia Doheny (Cupman)
Poor customer experience drives brand switching—a key reason for three quarters of lost customers. And customers who suffer a bad customer experience spread negative word-of-mouth.
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by Tom Caporaso
Free promotions offer customers a promise of "something for nothing" and also compel those customers to return the favor. Here are three examples of freebies that engage customers.
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by Ayaz Nanji
How involved are Millennials in B2B purchasing decisions? What are the content preferences of these buyers?
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by Ben Lemmers
When Marketing and Sales can move beyond their differences and become a power couple, they have the ability to optimize their value and synchronize their efforts. And the company wins.
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by Ayaz Nanji
Most sales leaders say they are optimistic about business growth for the rest of 2016, according to recent research from InsideSales.
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by Richard Simms
Painful as they may seem, requests for proposals are a B2B fact of life. They help you establish successful partnerships in an age of tight budgets and fierce competition for service contracts. Ensure your company gets the most out of the RFP process.
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by Marcel Florez
How can a vendor—an outsider—drive adoption for its solutions inside a client organization? Sales and marketing professionals are now the owners of accounts before, during, and after implementation.
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by Dustin Grosse
Sales forecasting is typically a torturous process of interrogating sales reps about the status of their deals and analyzing self-reported sales activities. But sales forecasting doesn't have to be that way.
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by Matt Banner
Build a funnel specific to your business rather than adapting to a generic approach, and you'll maximize your marketing efforts and optimize conversions.
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by Shai Schwartz
We've all been there, sitting in front of a boring long presentation filled with charts and small text you can't even read. Now that it's your turn to present, don't make the same mistakes you see all too often.
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