‘Cold’ and ‘hard’ are words you might use to describe data, but these terms don’t quite convey the fact that marketing data is more of a living thing. As odd as that might sound, it’s true. Marketing Sherpa (cited on HubSpot) estimates that B2B marketing data decays at a rate of around 22.5% per y...
When should your prospects be contacted by sales? It’s a tricky question, but one that has to be answered before you can determine at what point marketing should hand over the baton to sales. Effective lead management requires that your teams synchronise their efforts, but before that can happen, yo...
Intelligence Quotient (IQ) is one of the markers by which we judge a person’s intellectual aptitude. Emotional Quotient (EQ) is the metric we use to measure a person’s emotional awareness. These characteristics are both valuable in sales and marketing, but which is more important, a high IQ or a hig...
Wouldn’t it be great if all the prospects you reached out to just said yes? It would probably also be easier if some of them just said no. But the reality is never that black or white and for the majority of B2B sales you will have to deal with grey answers such as “well maybe, but I’d like more inf...
In any organisation, it’s vital to build up a reserve of sales opportunities so that your pipeline never dries up. So how do you make this happen?
Regardless of the channels you use, the type of content you produce, or the target market you’re trying to reach, successful messaging always boils down to one thing: relevance.
