Tag: Inbound Marketing

What Swingers Can Teach Us About Web Leads

One of my favorite scenes from the movie Swingers is when the group is debating how long Mikey should wait before calling a girl he just met at the bar. The group argues amongst themselves about whether two, three, four or five days is the best duration before calling. While a delayed response to new leads in the dating scene…

Customers Don’t Need to Talk to Your Sales Reps

In the traditional technology sale, customers were dependent upon the vendors to move through a sales cycle.  Vendors were engaged early in the process to provide much of the information about a particular technology.  Much of the education process occurred face-to-face as the vendor talked prospective buyers through the features and benefits of their offerings.  Additionally, vendors shared documentation such…

Buying with the Sales Rep Not Present

Twenty years ago if you wanted to purchase a car you were critically dependent upon car dealers to support your buying process.  Suffering through the sales pitches of pushy sales reps at car dealerships was a rite of passage for all those seeking a new vehicle.  But from the 1920s up until the late 1990s buyers had little choice.  How…

Packaging Your Content into Kits

Content marketing leaders are always looking for new resources to support their lead generation efforts.  But creating high quality content takes a lot of time.  Writing a new white paper or e-book can take several weeks.  More importantly, it requires committed time from some of your busiest subject matter experts.

Building the Content Factory

Everyone is talking about content marketing these days, but successfully executing such a strategy requires the ability to consistently deliver high-quality content on a regular basis.  Hiring a journalist or a content marketing manager is a big step in the right direction, but success requires more a team effort.  You need a content factory.  This factory will include many traditional…

Selling when the Sales Rep is Not Present

In a post last month I described the growing challenge that technology sales organizations are facing with the “sales rep not present” scenario.  A study by the Corporate Executive Board (CEB) found that buyers are now conducting up to 57% of their research during a purchasing cycle before they are willing to speak to a vendor’s sales representative.  If customers…