As almost any marketer not wholly absorbed by the daily challenges of social distancing has probably surmised, the COVID-19 pandemic has changed the rules not only in business but across life in general.  Most of us no longer work in our offices, visit customers, or participate in professional conferences nor do we eat out, go […]

Why leads are the fuel feeding your company’s business and growth. In the most recent article in this series on leads, demand, and lead generation, we talked about how to generate leads for the different stages of the Sales and Marketing Funnel – see part 8. We’ve been talking a lot about leads. Well, OK, […]

The last entry in this series on B2B Marketing and Sales Funnel content described the messaging and marketing vehicles best suited to meeting the funnel’s Awareness stage objectives, especially in connection with high-cost and -value B2B products and services. As I discussed in my last post, creating Awareness for your offering among prospects and customers […]

Generate & Nurture Leads from the Top to the Bottom of the Sales & Marketing Funnel In the most recent article in this series on lead generation, we talked about customer retention, leads that are self-nurturing, and leads that are traceable and valuable for your sales force – see part 7. Lead Generation for Different […]

The previous segment of this multi-portion series on B2B Sales and Marketing Funnel content outlined the funnel’s four stages (Awareness, Consideration, Preference, and Purchase), described their objectives, and provided an overview of their content requirements.  This segment takes a closer look at the messaging and marketing vehicles best suited to each stage, especially in respect […]

The quality of our relationships with members of any of the above-mentioned groups can affect the success of an exhibit, but our interactions with the last are especially significant since they are usually the first whom we contact after we become interested in an event.  Although, in most cases, our search for information begins on […]

Bringing a B2B offering to market is a demanding process with multiple stages, each involving different types of content and raising distinct challenges that must be met before the offering is bought, its prospects become customers, and its marketing is considered a worthwhile investment. This 7th and final post in my series on Sales and […]

Customer retention, leads that are self-nurturing, and leads that are traceable and valuable for your sales force — easy? Of course not! So, how would this work? In part 6, we talked about the need to develop a strategy, and more generally about all the elements that must be considered when you are planning a […]

In my previous posts, I’ve described how WeChat has moved beyond online marketing and e-commerce to become a cogent element in more conventional marketing areas. This is increasingly the case even in respect to the traditionally face-to-face marketing channel of business meetings, technical conferences, tradeshows, exhibitions.  Indeed, recent additions to WeChat’s event-management and -marketing features […]

What it takes to best execute your marketing programs and to ensure their best success–next chapter.  Read part 6 below! This series of articles should help you get an understanding of how to leverage the huge, mostly still untapped potential of valuable leads for your sales force–and also show you how to do it in […]