Marketing Articles: Sales

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B2B Decision-Maker Survey: COVID-19's Impact on Marketing, Buying, and Sales

by Ayaz Nanji

Sales
Most B2B companies around the world have already reduced their marketing spend because of the COVID-19 pandemic, according to recent research from McKinsey. more
The Seven Worst ABM Mistakes (And How to Fix Them)

by Brandon Redlinger

Sales
These are some of the most common and costly mistakes that marketers make when adopting, implementing, and executing ABM. But you can avoid making these 7 mistakes. Here's how. more
Account-Based Marketing Ad Match Rates Explained [Infographic]

by Vahe Habeshian

Sales
There are two ways to run ABM ads: by matching contacts, and by matching accounts. Both ways are valid, but each has its pitfalls—as well as its own match-rate metrics. This infographic explains it all. more
A Direct Effect: Direct Mail + Digital = Better Marketing Results [Infographic]

by Vahe Habeshian

Sales
How are marketers supposed to cut through the clutter when email response rates hover around 1%? All it might take is an offline nudge with the help of direct mail. Direct still works. It works better when combined with digital. more
How to Generate Leads in a Competitive Digital Landscape

by Stefan Debois

Sales
How do you generate more leads in what is the digital marketing jungle of today? It helps to understand current trends that on-the-ground practitioners are seeing in digital marketing. Here are some do's and dont's based on their advice. more
Three Tips to Turn Initial Conversations Into Marketing and Sales Relationships

by Eileen Smith

Sales
To turn your first encounter with potential clients into an effective account-based marketing (ABM) relationship, you must engage your audience, establish credibility, and ask them for an easy "yes." Here's what you need to know. more
The Future of Business Gatherings: Virtual Summits and Conferences? [Infographic]

by Vahe Habeshian

Sales
Virtual meetings are now commonplace, and working from home is looking like it's here to stay for a long while, but will large scale events like conferences ever come back? This infographic outlines how virtual events, too, may be here to stay—a major change for businesses. more
B2B Direct Mail for Marketing and Sales [Infographic]

by Vahe Habeshian

Sales
Particularly in ABM, offline engagement tactics—such as B2B direct mail—can make an impression and differentiate you from your competition. When, post-pandemic, businesses reopen their offices, B2B organizations should give direct mail a serious look. more
ABM Is… These Three Things (And Why B2B Marketing Should Look a Lot Like Dating)

by Sangram Vajre

Sales
The idea of account-based marketing (ABM) isn't new. But recently we've moved beyond basics, shifting into full-on strategies and mindsets around how B2B marketing needs to get done. And when you think about that, it's a lot like dating. more
Five Ways to Improve Product Marketing and Sales Enablement Collaboration to Drive Revenue

by Rita Patel Jackson

Sales
Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell. In many organizations, however, they plan and execute in silos, with misaligned efforts and priorities. And that simply undermines Sales. Here are ways to instead build collaboration and drive revenue. more
Five Tips for Strategic and Compassionate Upselling in Times of Uncertainty

by Brian Shilling

Sales
Upselling makes sense when business is booming, but how about in times of economic uncertainty—like now? Companies that can strategically and compassionately navigate business development conversations in these times will be the ones that emerge intact and in good standing. more
What Top-Performing Sales Negotiators Do Differently

by Ayaz Nanji

Sales
What do top-performing sales negotiators do differently? Do they tend to rely more on certain approaches and tactics than other sellers do? RAIN Group surveyed 262 salespeople who work in 26 industries. Here's what it found. more
How to Create and Optimize Content Marketing for the B2B Funnel [Infographic]

by Vahe Habeshian

Sales
Done well, content marketing can be a powerful weapon in the B2B marketer's arsenal, helping to generate leads, nurture them, and convert them into customers. Done badly, it's ineffective and a waste of time and other precious resources. Here are some ways to do it well. more
Nine Key Sales Pipeline Metrics for Healthy Sales [Infographic]

by Vahe Habeshian

Sales
Every salesperson wants a healthy pipeline, but many don't have a reliable way to take its temperature. Beyond just "healthy" or "dry," what do you need to look at to truly gauge the health of a sales pipeline? These nine important pipeline metrics. more
How to Craft 'Compelling Reason to Buy' Messaging

by Trisha Winter

Sales
Marketers create content to capture buyers' attention and move them to buy. But without "compelling reason to buy" messaging, potential buyers are left guessing about what your product does and how it can help them. Here's how to craft compelling, convincing messages. more
How Bad Data Hurts B2B Companies [Infographic]

by Vahe Habeshian

Sales
In B2B marketing and sales, accurate data is crucial. High-quality B2B data allows Sales to improve targeting, reach the right person, take a personalized approach, and successfully drive revenue. Bad data can destroy that entire process. more
What Is Marketing Orchestration? [Infographic]

by Vahe Habeshian

Sales
Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue. more
Reaching and Persuading Buyers at a Time of Crisis: What B2B CMOs Can Do

by Tom Cunniff, Mike Cucka

Sales
As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done? more
Email Responsiveness: Build Trust, Sell More (And More Often) [Infographic]

by Vahe Habeshian

Sales
Email remains a powerful and valuable means of business communication for sales, customer support, and account management teams—for businesses and marketers, in general. This infographic highlights email stats and email responsiveness best-practices. more
B2B Leads: In-Market Is the New Inbound, Here's Why

by Latane Conant

Sales
We've had it drummed into our heads that inbound leads are the Holy Grail of our marketing efforts. We've come to believe they are the quickest and most effective to convert. But is that really the case? more
The State of B2B Account-Based Marketing

by Ayaz Nanji

Sales
Account-based marketing (ABM) delivers significant benefits for B2B businesses, but it usually takes time before firms can reap those rewards, according to recent research from the ABM Leadership Alliance and ITSMA. more
Make Account-Based Marketing Work for You in 2020

by Pieter De Temmerman

Sales
The positive correlation between ABM and sales outcomes is impossible to ignore, but many B2B marketers still struggle with ABM execution and measurement. There's no silver bullet to demystify ABM, but these tips provide clarity and actionable advice to unlock ROI. more
Revenue Operations: A Game-Changer for B2B Marketers

by Fred Shilmover

Sales
Revenue operations is a hot trend in B2B marketing. But what is it, why has it continued to gain traction, and—most important—how can marketers benefit from it? Here are answers, including three reasons why marketers should embrace revenue operations. more
The Rise of Revenue Operations [Infographic]

by Vahe Habeshian

Sales
"Chief revenue officer," "vice-president of revenue operations," "director of revenue ops..." Within the past couple of years, the number of management titles containing "revenue" has shot up on LinkedIn. What's going on? more
ABM Strategies for Winning Those Big, Attractive Deals: A Three-Tiered Approach

by Jon Miller

Sales
If you're not already doing ABM, then you're likely thinking about doing it. Taking a tiered approach allows you to scale your efforts. Here's how to win the biggest, most attractive deals in your market. more