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 MoreMarketing Automation
January 3, 2017 — 0
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 MoreDecember 23, 2016 — 0
View Source: Find hidden signals in your prospect’s website with @Datanyze & @Builtwith
Have you considered the powerful lead scoring and segmentation signals hiding in plain “site”? By evaluating a company’s website technology profile (that is, the software, widgets, frameworks and other elements used to build out, measure and promote the site) you can learn a lot about the relative priority and sales readiness of a prospect for […]
Read MoreDecember 22, 2016 — 0
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 MoreDecember 19, 2016 — 0
Who are you? Enhanced Twitter Follower notifications with @Zapier and @Fullcontact
Getting a new Follower is great, but wouldn’t it be better if you could automatically get more information about them from across the web? You can! Below I’ll describe the process I use to generate enhanced Twitter follower notifications. It users Zapier, a killer web service automation tool to connect Twitter and Fullcontact so that […]
Read MoreDecember 14, 2016 — 0
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