Modern Sales & Marketing


Probably not and maybe: The simple way to qualify long tail leads

Scoring SMB leads is tough. Enterprise lead scoring methods that are typically very data intensive don’t translate that well to the long-tail. It is better to focus on disqualifying obviously bad leads than trying to pick the best ones. I call this separating the “probably nots”, those that will likely not be qualified to buy […]

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Considering generational cohort in B2B marketing & sales programs

Age is a critical demographic in B2C marketing but is it useful in the B2B context? Data clearly show that the various workplace generations buy differently. When you develop strategies for B2B lead generation and marketing programs, you should consider these differences. Differences in How Age Groups Buy There are three main age groups in the workplace. The oldest is […]

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Sales for startups: the perfect startup CRM

When kicking of a new sales effort it can be tempting to dive right in to selecting and configuring a customer relationship management system. If you are an experience sales executive and know exactly what you want to accomplish with your CRM, then this is a great idea to get started early. But, if you […]

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Buried Treasure: Tokenizing email addresses for better lead segmentation

B2B lead generation programs are often centered around capturing an email address. It is common for marketers to segment email addresses based on domain for deliverability tracking. But, there is often deeper insight into lead type and quality to be derived from further interrogation of the components that make up an email address. An email […]

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