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Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon. However,… Read More
Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful…. Read More
In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. However, whereas promoting marketing assets like white papers, ebooks, analyst reports, and the like is an effective way to feed the sales funnel, the… Read More
More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’ annual confab on all things marketing. Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation,… Read More
Sungard® Availability Services™ (Sungard AS) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales… Read More
Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. In an era… Read More
In early 2014, Sungard Availability Services (Sungard AS), a leading provider of managed IT, cloud, and recovery services, announced that it was splitting off as a separate company from SunGard Data Systems Inc. Sungard AS asked its demand generation agency, Spear Marketing Group, to help introduce business prospects within the… Read More