Ungated content: Is it time to make your content open-access?
For the last decade, the MQL has been the marketer's measure of success. However, the lead generation waterfall has never been as ineffective as it is today.
Buyer awareness stages: How to align with buyers in a complex B2B sale
Failing to understand the stages of buyer awareness causes misalignment between buyers and sellers. The result is lower win-rates, higher acquisition costs, and fewer opportunities.
Designing a Sales Process: The Buyer’s Journey, Deal Stages and the Sales Playbook
If you have a complex product to sell, you need a scalable sales process that effectively helps your salespeople articulate your product's benefits and capabilities.
How to Build a Winning Buyer-Centric B2B Growth Strategy
Are you aligning your sales and marketing process with the way buyers want to buy? Buying behaviour has undoubtedly changed, and you need to adjust your strategy accordingly.
Gating content: Should you put your content behind a form?
In 2014 I was running a one-man consultancy. After cold-calling prospects and going to network events, I wanted to find a more efficient approach to winning new customers.
Lead handoff optimization for long sales cycles
Do your salespeople complain about marketing-generated leads not being qualified enough and that they lack the intent to buy?