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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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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