Modern Sales & Marketing

Marketing Automation

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More