Sally Field (Image via RottenTomatoes.com)
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0 comments 291 readsPosted on 2012-05-02
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0 comments 533 readsPosted on 2012-04-30
Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Yet, depending on these same reports from the several research organizations benchmarking such effort, companies who perform effective lead nurturing enjoy a better than 25% higher return on their efforts than those who do not. Which begs the question: why are companies slow to adopt to lead nurturing?
Reasons
I suspect one reason may be that the pressure for instant results from lead generation efforts is a primary driver. Especially from firms heavily rooted in measuring results monthly and quarterly to a fanatical nature. Which makes you think: how much potential revenue is being left on the roadside in the speedy monthly pursuit to instantly convert leads generated into month-end results? If organizations who find themselves in this...
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0 comments 597 readsPosted on 2012-04-19
- Target (Photo credit: Wikipedia)
I am a big baseball fan and a one-time want to be pitcher. Hitting the target within the strike zone with a variety of different pitches is what separates Cy Young award winners from ordinary pitchers. Their ability to target different parts of home plate with predictable ball movement is an amazing skill and if you have it – you can earn millions playing the game.
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0 comments 437 readsPosted on 2012-04-16
Everything Is Broken (Photo credit: Wikipedia)
For many in marketing and sales, the march continues towards the attempt to develop tactical plans that will connect them to buyers. We have seen many variations over the past two as these attempts are made. Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors.
After two or three years, there is still much frustration that some of these new tactics are not working. Senior...
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0 comments 561 readsPosted on 2012-04-06
This is part 5 and final article of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base.
Prognosticators today abound on the demise of sales. Not so fast. While the notion of field sales shrinking for the SMB is a fact, it doesn’t quite mean the end of sales. We’ve seen tremendous growth in the arena of Inside Sales over the past decades as the expense of dedicating field resources to SMB is no longer affordable as well as seismic shifts in buyer behaviors. Where are we today? The roles of sales in general and inside sales functions are struggling to adapt to the new psychology of the buyer and the new rules of engagements. This is creating a clarion call among the Fortune 1000 and Global 2000 to attain deeper...
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0 comments 683 readsPosted on 2012-03-30
This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base.
When it comes to the SMB segment and the multiple sub-markets, it is just a plain fact that you cannot be everywhere. We addressed the segmentation thought process crucial for buyer-based marketing to the SMB segment in the previous article, Grow SMB Revenues With Buyer-Based Marketing, as a means to know where to have a presence. Therein lays the new buyer realities of today. Having a presence that creates a gravitational pull of SMB buyers towards your organization is the new realty of mastering the SMB challenge.
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0 comments 442 readsPosted on 2012-03-26
The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment. When you consider some Fortune 1000 or Global 2000 organizations can have in the 10’s or 100’s of thousands of companies in their customer bases, the expression of zeroing in on your target buyer can sound near impossible. It is a dilemma however that cannot be ignored. The U.S. Small business Administration estimates that the SMB segment accounts for better than 98% of all businesses in the United States.
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0 comments 474 readsPosted on 2012-03-22
This is part 2 of a series on the challenge of targeting SMB markets and how the use of buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.
In the first article of this series, we visited two new realities. One, that many Fortune 1000 and Global 2000 organizations are turning a focused eye towards growing their SMB customer and revenue base. With revenue growth potential shrinking in larger strategic accounts due to budget and pricing pressures, many are dedicating attention and resources with more determination than in the past. The second reality is that they are finding a very different buyer this time around than in the past. Simply put, SMB buyers are more social, more sophisticated, more connected, and are transforming...
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0 comments 350 readsPosted on 2012-03-19
This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.
As we continue to come out of the deep freeze over the last few years, we are beginning to see encouraging signs of an economic recovery. However, the purse strings are still drawn tight and new patterns of buying has created an atmosphere of even more exacting pricing pressures from enterprise-wide level buyers and accounts. This means less room for revenue growth to come directly from the fabled 20-30 percent of large customers who typically have made up 70-80 percent of total revenues. This is how a VP of Sales in the software industry put it to me recently in my research:
“Here is what it looks like…we are actually selling more of our product into our larger accounts than ever before….but…over the last three years we’ve faced...
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0 comments 758 readsPosted on 2012-03-09
Higher Grade Product Design Concept Models (Photo credit: Jordanhill School D&T Dept)
This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers.
How buyers make choices today, in large part driven by empowering new technologies, will transform how B2B businesses will view buyers as well as redefine what is meant by business marketing. The...
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