Those of us who are responsible for demand generation — that is creating programs that provide business opportunities to sales — often have to walk a fine line between driving revenue and long term customer relationship building. As clearly demonstrated in many blog posts by others before, direct marketing has fundamentally changed due to the … Continue reading
I came across an interesting article in the Harvard Business Review that discussed the end of solution sales – The End of Solution Sales – Harvard Business Review – which upon initial review had me more than a little concerned. As you well know one of the most important tasks of a B2B marketer is … Continue reading
Anyone who follows the healthcare market has read about the impact of healthcare reform and the associated focus on reducing healthcare delivery costs. You’ve also seen the ripple effects of this new focus; as healthcare providers focus on costs they now demand proof that new technologies or “solutions” offered by medical equipment manufacturers provide a measurable … Continue reading
What is MOFU you ask? It’s a term I borrowed from HubSpot’s CEO Brian Halligan and it stands for Middle Of Funnel (where the funnel is defined as: Awareness > Consideration > Trial > Purchase > Loyalty). MOFU activities are all about driving prospects to trial and ultimately purchase. Consider how you make purchase decisions … Continue reading
In their June 19, 2012 blog post the Corporate Executive Board addresses the hot topic of content marketing and specifically lays out what they call “3 Steps to Better Content Marketing”. The first question you might ask is, what is content marketing and how is it different? Simply put, content marketing is the practice of … Continue reading
I came across an interesting article in the Harvard Business Review that discussed the end of solution sales – The End of Solution Sales – Harvard Business Review – which upon initial review had me more than a little concerned. As you well know one of the most important roles of marketing is to communicate … Continue reading
