No matter what the industry is, setting up an appointment remains to be one of the most challenging tasks for salespeople. But no matter how difficult this task is, you need to increase your success rate, or you will run out of sales pipelines. Any successful appointment setting effort has these following elements: Contact prospects […]
IT industry analyst firm Forrester predicts that while business technology spending will rise by 9% this year, IT managers and CIOs will control only a portion of that spend. Today, line of business influencers are the new technology power brokers, researching, purchasing, deploying, and managing IT services. Surprisingly, they are often overlooked or ignored by
Branding is the way that companies communicate with customers, differentiate from competitors and create a name for themselves. Your company’s brand is not a tangible item—it goes beyond a logo, color palette or design element. It takes on a personality that frames your product, service or company and evokes feelings in your customers about the
Questions for Evaluating and Elevating Your B2B Brand Messaging Read More »
Over the past few months on the TopRight blog we’ve written at length about the world of B2B, and what it really is as opposed to what it’s perceived to be. I’ve also talked a bit before about the act of seeing in marketing—how perception matters and what it means to use it or alter
When a prospect downloads your lead magnet, their journey to paying customer has only just begun—it may never finish. Most B2B leads don’t become customers. Benchmarks for download-to-customer conversion rates are scarce. But Salesforce revealed that less than 0.5% of webinar leads ever convert to customers. That’s a grim portrait, even if conversion rates for
Many say that business-to-business (B2B) marketing and business-to-consumer (B2C) marketing are completely different, even diametrically opposed, the Red Sox v. Yankees of branding. But in truth, they’re relationship is subtler, more like yin and yang. They share much and are even, in many cases, composed of the same stuff. Yet the prevailing wisdom insists that
5 Lessons B2B Marketers Must Learn from the B2C Space Read More »
Usually when you read about fulfillment, the discussion is focused on some logistical or technical aspect of delivering goods to customers. Of course, there are many operational tasks and backend processes that all must harmonize in order to make it happen. You will find a plethora of information available, ranging from the basics like reducing
The Art of B2B Fulfillment and How to Improve Customer Loyalty Read More »
Adding a trade show interactive has become one of exhibitors’ favorite tools to getting today’s more reluctant show attendees to cross from the aisle and into and their booth space. Why are trade show interactives more necessary than ever? Let me count the ways: Attendees today have more control of the buying process, because they
Measuring and optimizing creative work drives performance and business impact. Here’s how to figure creativity into your overall measurement strategy. Creativity is an essential driver of marketing performance. Marketers that focus on creativity deliver stronger business results than those who fail to understand its correlation to campaign KPIs. To be sure, there’s a ton of
Aligning Creative Output and Performance Metrics Read More »
Customer data platforms (CDPs) have been around for quite some time, but it is only in the past few years that they have garnered a lot of attention from marketing industry professionals. There is a lot of hype and confusion regarding CDPs. Most organizations aren’t sure what CDPs are, and how they are supposed to
Where They Came From, What They Are and Where They Are Headed Read More »
