The (Really) Big Picture of Online Lead Generation Marketing

Contributed by Brad Shorr There’s more to generating online sales leads than meets the eye — even the eye of an experienced marketing professional. The Internet Marketing Lead Generation Ecosystem infographic was created by Straight North to help online marketers visualize all of the potential elements of an online campaign, and perhaps more important, how…

Redefining Your B2B Customer

Contributed by John Mansour Most B2B organizations view “customer” and “user” as one in the same. But the fact is, even though products are built for users and marketed to buyers, they ultimately have to deliver value that meets the customer organization’s strategic business goals overall. With this in mind, redefining your target customer is…

7 Tips for Nailing Your Next Case Study

Case studies are sort of like table salt. Not always the most exciting tool in your arsenal, but when they’re missing, you definitely notice. Why is that? Because they’re so necessary. When done right, case studies are the best way to support your marketing claims in a scalable, direct way. Which is why they should…

5 Sales Alignment Misfires and How to Avoid Them

Contributed by Lisa Dennis Getting Sales Enablement right isn’t a sure thing. There are many different views of what it should and should not be. Expert advice abounds – as well as expert definitions. Two good definitions that carry a lot of weight in the technology space are IDC’s: Getting the right information into the…