Author Archive | Brian Carroll

On Alignment between Marketing and Finance

Many marketers are quickly approaching their favorite time of year. Okay, not really. I’m of course talking about budget time. When I see the challenge that marketers face when it comes to getting their budgets approved, I wonder why it has to be so hard? Last year, I highlighted a report by MarketingSherpa which concludes […]

Continue Reading

Lead Nurturing Content Ideas and Tactics

I recently wrote about how lead nurturing improves lead generation ROI. If you aren’t doing lead nurturing to your early stage leads, I encourage you to get started today. When it comes to actually doing lead nurturing, I find that many marketers get stuck because they lack enough good content to do it consistently. So […]

Continue Reading

The 7 Stages of Effective Lead Management

Many marketers involved in lead generation have long had a nagging suspicion that their sales team doesn’t take their leads seriously. Published reports show that up to 80% of marketing generated sales leads lost, ignored or discarded when they are handed to sales person. If this sounds like you, you’re probably missing an effective lead […]

Continue Reading

Go Beyond Marketing and Drive Better Lead Generation ROI

Ultimately, the purpose of B2B marketing is to help the sales team sell. But marketers often get so wrapped up in driving activity that they seem to forget it’s about driving sales conversion. For example, ask most executives and marketers what sales people need and they will say, “more leads.” Your sales people don’t want […]

Continue Reading

How Lead Nurturing Improves Lead Generation ROI

In a complex sale, my experience is, most of the selling actually happens when the sales person isn’t there. I know there’s a lot of emphasis on lead generation (that’s a good thing) but, getting a ton of leads doesn’t guarantee that increased sales will follow. Startling as it may seem, recent research (and even […]

Continue Reading