For years, B2B marketing has been obsessed with one thing: conversions. Downloads. Form fills. Webinar signups. All of them are celebrated as “leads”. But here is the uncomfortable truth: most of them are not leads at all. They are simply people who interacted with a...
Many B2B companies invest heavily in marketing to generate leads. They run LinkedIn campaigns, publish content, launch inbound programs, and drive traffic to their websites. And often it works. Clicks increase, downloads grow, and the CRM fills with new contacts. Yet...
Make the right people know who you are – and what you do well How do you win new customers? Make the right people know who you are – and what you do well. It may sound obvious. Perhaps even overly simple. Yet we often see campaign activities that focus narrowly on...
How many in your target audience are in the market right now? Or even within this quarter? Not many. It might be 2, 5, or 12%. The point is that you obviously can’t expect to get into a sales dialogue with everyone in the target audience. For the vast majority, you...
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