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Buyer personas poster
Concepts & creative
How to convince management to invest in buyer personas.
12 May 2017 3 minutes

How to convince management to invest in buyer personas. With 49% of B2B buyers stating they now rely more on content to research and make purchase decisions compared to 2017. Creating relevant, high quality content and delivering it to the right person, at the right time and in the correct way, is more important than ever before. To create powerful content that will perform, knowing exactly who your audience is and how they behave in their buyer journey is essential. Whil...

Marketing and sales
Organisation
Resolving the classic battle between Sales & Marketing.
30 March 2016 3 minutes

Resolving the classic battle between Sales & Marketing. As a customer engagement agency, everyday we encounter companies making their first steps into the world of customer experience. We mainly support specialists, from Marketing and IT departments, who are looking for a solution that generates high quality leads from their successful marketing activities.  It was often revealed that Sales would frequently complain about Marketing only delivering cold leads, due to a lack...

Lead scoring
Organisation
Lead scoring isn’t magic, it’s real and it works.
9 March 2016 4 minutes

Lead scoring isn’t magic, it’s real and it works. As we sat at a project closure meeting last week. I was delighted to hear the words “It works!” in reference to the lead scoring and lead management process that we helped put in place at a customer. Even more interesting was that the smiley face came from a pre-sales person, tasked with the first qualification of leads coming out of their marketing automation system. His enthusiasm came mainly from having seen how a lead that oth...

Demand and Lead generation
Strategy
Demand & lead generation.
11 December 2014 3 minutes

Demand & lead generation. It is vital to understand the difference between Demand Generation and Lead Generation. WHY? Demand Generation is often interchanged with the concept of lead generation; however, there is a huge difference between these two very important concepts, namely the outcome. Thinking they are the same beast and having only a single marketing strategy can lead to failure! They are unique and therefore require separate approaches. Two sides of the same coin...

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