When an organisation’s sales pipeline is healthy, there’s often a tendency to place a lower priority on marketing activity, such as lead generation and prospect outreach. Whether driven by cost-saving pressures, or a short-term focus, the decision to cut back doesn’t just slow down momentum, but a...
There are several ways to get a product or service to market. You can sell directly to your customers, or you can partner with other companies that help get your products to your target market. Take wine, for example. A winery can sell directly to customers – online or at the cellar door.
Hiring the right B2B sales candidate (or indeed, any prospective employee) is a gamble. You’ve only got a CV, a handful of half-hour interviews, and one or two references to rely on. Can you really be sure that the sales candidate you’re about to hire will make good on their promise to close deals...
To the untrained eye, sales is a glamourous world of long lunches, travel and commissions. The perfect salesperson knows exactly which leads will convert into customers, and spends nothing more than half an hour sweet-talking them into a sale with perfect closing techniques. As someone who works i...
Content has always been a primary focus in marketing campaign efforts. But with a data-driven approach on top of that, content can be more relevant and more targeted.
Almost everything in inbound marketing can be measured, so why focus on conversion rates? Cost per conversion seems more useful when identifying lead generation channels that deliver ROI, and cost per acquisition is much better for determining the overall cost-effectiveness of a particular strategy....
