Modern Sales & Marketing

Lead Scoring

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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Scale lead scoring to the long tail with modern firmographics

Traditional firmographics, like employee count and company revenues, are staples of enterprise lead scoring programs. This makes sense as these are clear indicators of value. If a company has lots of revenue and lots of employees then they likely have budgets to purchase your product or service. What about cases where you are attempting to prioritize […]

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Sales for startups: building sales confidence

Kicking off a new sales effort for a startup or new product line can be tough. It can be particularly daunting if you don’t have much sales experience as you may struggle with confidence or even figuring out how to sell your product or service. One common mistake is jumping right into trying to connect […]

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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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How do different companies buy? Introducing the prospect segmentation matrix

I’ve spent my career selling to companies of all sizes and as a buyer at very small and very large companies. This has helped me develop perspective on how the selling process works within companies of all types. Understanding the common ways that businesses of certain size or stage operate is helpful in thinking about how you […]

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How to approach Twitter & LinkedIn engagement strategy for better social selling

Twitter and LinkedIn both offer many opportunities for engagement with potential customers, influencers and partners. It is important to consider both how and when to engage with prospects on these platforms as well as exactly what happens when you engage. Engagements types on Twitter & LinkedIn The power of Twitter is that it is a completely public network. […]

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Two alternatives to the Alexa top 1 million website list

My favorite type of lead enrichment data is: Insightful. Cheap (or free!) to access at scale. Available in bulk formats like CSV export or API. Consistently and reliably updated. Website popularity/rank is a great example of a piece of data that checks all these boxes. Comparing this data across prospects is a great way to quickly qualify […]

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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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