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Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question. In a recent LinkedIn poll, almost half of the respondents (46%) indicated they’d rather force prospects to enter business emails on forms, even if it resulted… Read More
A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: * Non-responsive leads can weigh down… Read More
B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the… Read More
For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more… Read More
Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system… Read More
Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. At face value, the results, due to be published in a report this June, paint… Read More
Terry Flaherty is a Research Director at SiriusDecisions, a B2B marketing veteran, and a respected expert on Demand Generation (or Demand Creation, as SiriusDecisions prefers to call it.) He’s also the acknowledged godfather of the SiriusDecisions Demand Waterfall®, which makes him the person to blame every time your manager asks… Read More