B2B Marketing, Digital Media and Marketing Strategy
Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects.
Sure, we talk about a buyer journey or about carefully mapping content. But at the end of the day, what are we doing? We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption.
Who does that mean we are really optimizing our marketing for? Serial content consumers. [Read more…]
Lead scoring and personas are popular topics in B2B marketing. However, the two are generally discussed separately.
Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities.
What if your objective is to deliver highly engaged leads to sales, but your persona indicates that sizable segments of your audience are not likely to engage with marketing content or even to register. [Read more…]
Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there.
The problem is, you only see how people respond to your content and your offers. You only see what is happening on your own properties. Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers.