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B2B Lead Generation Needs to Be Revenue Focused

B2B Lead Generation Needs to Be Revenue Focused

If you’re struggling to measure the success of your marketing programs, there’s a good chance you’re focusing on the wrong things. B2B lead generation needs to be revenue focused if marketing wants to become a driving force within your organization. This is a significant shift from the less tangible metrics that dominated marketing circles less than a decade ago.…
Building an Effective Marketing Database

Building an Effective Marketing Database

Your database is a critical component to the success of your sales programs. It’s the measuring stick for marketing performance and a barometer of the health of your sales funnel. Unfortunately, building an effective marketing database isn’t as easy as combining a bunch of lists together. It takes a strategy for understanding what the data means, how you’re going to collect it and most importantly, how you’re going to update it on a regular basis to maintain its quality.…