People conflate business strategy with the aggregation of tactical plans. Studies show a big problem with strategic planning processes is that the resulting ‘strategy’ is a bland compilation of capital budgets that, in turn, are a compilation (not integration) of separate functional initiatives.
Content marketing is an important aspect of your inbound marketing strategy. Inbound needs content to work, and the popularity of content marketing is growing each year. In fact, according to the Content Marketing Institute, 70% of B2B organization marketers say they plan on creating more content in 2017 than they did in 2016.
After years of helping B2B organizations fulfill their inbound marketing goals, we've learned some key lessons along the way. While working with our clients and analyzing which inbound campaigns made them successful, we uncovered the sales and marketing strategies that are most effective for driving growth. Now, we'd like to share them with you.
A long time ago, IBM forever changed sales with the introduction of BANT. The mantra is familiar to any salesperson: qualify your prospects based on their Budget, Authority, Needs, and Timeline.
Please only read this if you are B2B organization with a long sales cycle and you want to build a sound strategy to empower yourself to make the expected revenue for your organization.
Ken LeBlanc is a busy man. As the Sales Director for a tech company, he's tasked with hitting huge sales targets—something he doesn't think may be possible at the rate his team is going. Afternoons are the worst for some reason. This point in the day seems to be when everything comes to a boil: marketing isn't communicating with sales (or vice versa), questions lead to problems, and nothing gets done. Slowly, he starts to see his sales targets fading in the distance.