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Don’t Miss This Important Step When Building Your Martech Stack

By Asad Haroon       B2B Marketing

It’s no secret that the role of CMO is changing rapidly, accompanied by increased budgets for marketing technology. IDC predicts that CMOs will drive up to $32.3 billion in marketing technology spend by 2018. And increasingly, this spend is coming from B2B, according to Dunn & Bradstreet. Why the increase? The need to generate leads … Continue reading “Don’t Miss This Important Step When Building Your Martech Stack”

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When to Be Adamant About BANT – and When Not to Be

By Asad Haroon       B2B Lead Qualification

When thinking about verifying B2B sales-qualified leads, the common tendency is to hold steadfast to the traditional Budget/Authority/Need/Timeframe (BANT) criteria. But, if your sales team has been qualifying leads solely based on this time tested standard, then they could be overlooking a large group of potential customers—those businesses who prefer to categorize certain purchases as … Continue reading “When to Be Adamant About BANT – and When Not to Be”

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How to Use LinkedIn in Your Lead Qualifying Process

By Asad Haroon       B2B Lead Qualification

Most B2B marketers recognize the value of LinkedIn as a networking tool, but it can also be a very effective part of your lead qualifying process. Plus, it’s a great way to keep in touch throughout the sales cycle. Since lead generation, lead qualification and lead nurturing are all closely related, even overlapping at times, … Continue reading “How to Use LinkedIn in Your Lead Qualifying Process”

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Balancing Lead Generation with Branding – Is There a Secret Sauce?

By Asad Haroon       B2B Marketing

Lead generation, engagement, demand generation and branding…all are ongoing concerns for B2B marketing organizations. And prioritizing these activities can be a balancing act. How are companies handling the challenge? Can any of these activities serve the same purpose by producing brand awareness as well as leads? A Recipe for Marketing Discontent If you’re trying to … Continue reading “Balancing Lead Generation with Branding – Is There a Secret Sauce?”

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Dear {first name}, have we engaged you yet?

By Asad Haroon       B2B Customer Acquisiton

Or: Is Email Losing Ground as a Lead Generation Channel? Among B2B marketers, the question of the demise (or the continued usefulness, depending on your stance) of email marketing is often hotly debated. Statistics are cited and viewpoints posited, but the verdict is still unclear to many. You might encounter headlines such as this one, … Continue reading “Dear {first name}, have we engaged you yet?”

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