Handing off to sales

Sales-focused B2B cultures tend to align themselves along two extremes: either they dismiss marketing entirely and refuse to consider the value marketing can bring to their efforts, or they give marketing too much free rein and lose the connection between marketing and sales efforts. Either way, direct response marketers are in a tough spot. Without a direct connection between marketing efforts and revenue, we must rely on optimization metrics to…

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B2B Newsletters and Nurture Programs

I was asked recently: “Is an email newsletter part of a nurture program?” Usually we think of newsletters as useful devices to keep customers informed and engaged. And that is, in part, a goal of a nurture program. So a bit of confusion about how newsletters and nurture fit together is understandable.  In fact, newsletters should not be considered part of a nurture program, although they may co-exist with one.…

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B2B Emails, Meet Twitter

Most direct-to-consumer marketers haven’t quite figured out what to do with Twitter yet. Is it just a customer service channel? Or is it a place to dump offers? Are customers even listening? Score one for business-to-business (B2B) marketers. The channel fits in well with the kind of news distribution and networking that businesses already do. It’s a smart way for you to share articles and information, because it shows off…

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