Exactly what is content marketing? It’s the practice of attracting, acquiring and engaging prospects and customers by distributing relevant and valuable information. It’s a strategy built on the belief that if we establish a relationship with potential customers by regularly delivering valuable data, they will… learn more >
Exhibitions Accelerate the Sales Cycle
Last week, ICEEM ran a post regarding the link between exhibitions and purchase intent. The critical point worth noting is that the exhibitor must take an active approach toward engaging the prospects. Now that’s a concept we can get in back of. We’re… learn more >
Post Event Lead Follow Up
I’ve been on a rant for the past three weeks about post-event lead follow up. I’m going to end this three-part posting with quotes from two of my favorite sources: “Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to… learn more >
Post Event Follow Up
BtoB Magazine recently published a study in conjunction with Marketo Inc. that found most companies don’t do a very good job of following up opportunities post-event. Specifically, the study found that over half of respondents have some form of marketing automation system but the… learn more >
They Just Don’t Get It
“They just don’t get it.” How many times has marketing said that about sales? Organizations tend to put up walls between departments. The one between marketing and sales can be especially difficult to scale, particularly when the topic is following up leads generated by events. I’ve been… learn more >
Showing Up
“Showing up is 80% of success in life.” – Wood Allen Woody might have a point but, as legions of marketers have discovered, following his philosophy at a trade show produces little more than a pile of expenses. Look at it this way, showing up does nothing more than… learn more >