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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Capturing Contact Information

Our customers’ contact information has always been critical to us direct marketers, but we have never seen such growth in different types of contact data as has occurred in the last 20 years. In addition to email address capture efforts, we’re about to see the need to capture social handles and mobile numbers as well. This will create a challenge for us to gather resources and attention necessary to capture…

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Top 6 Customer Data Tips

Earlier this month at MediaPost’s Email Insider Summit, about twenty professionals gathered for a roundtable discussion to share knowledge and insights on customer data. I thought this would be a good place to share the great information that came out of that discussion. So here are the top 6 customer data tips, from our peers. Partner better with IT. It’s easy to fall into the trap of avoiding IT (after…

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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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eNurturing For An Efficient Sales Pipeline

Years ago, I followed up on a failed lead generation program by speaking to the salespeople who called the leads. They told me, “I called and asked if they wanted the product, but they weren’t interested.” When I approached their manager to diplomatically question their sales skills, I was told, “Well, we had other priorities, so we couldn’t pay much attention to your program.” If you’ve ever heard statements like…

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