Once a dominant theme for marketing communications collateral has been established, the intended audience has been identified, and a top down strategy has been implemented with regard to producing the actual editorial content for the campaign, the objective that ought… Read more ›

Product marketers for complex software products targeted at enterprise customers need to provide sales and lead generation teams with a prospect profile. These teams need to use the prospect profile to build separate prospect qualification procedures. The rationale for separating… Read more ›

Where competitors have either lost market share, or are in the process of doing so, their published success stories can be a useful source of contacts willing to talk and to provide referrals. Companies with a significant commitment to IT… Read more ›

Lead generation programs for complex sales must produce prospects who are likely to be in the market for a solution to some level of clear financial pain. An excellent resource for unearthing leads are SEC filings for publicly traded businesses… Read more ›

We’ve written recently in this blog on the topic of lead nurturing. We’ve expressed a skepticism about this method of maintaining contact with prospects over time. Our skepticism is rooted in a fundamental rejection of the usefulness of periodically sending… Read more ›