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Why B-to-B Marketing Must Embrace Ninja Customers

January 21, 2014
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We used to talk to a real person as a first step. To get familiar with the company. To learn more. To create bonds. Not now. Now we talk to a real person as a last resort, after we’ve kicked the informational tires so thoroughly that we absolutely must reach out to get our final questions answered, prepurchase. This is most egregiously true in a category where the transactional stakes are often the highest: business to business marketing. ... B-to-B customers will contact a sales rep only after independently completing 60 percent of the purchasing decision process...

 

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Marketing ROI in B-to-B: Why Is It So Hard, and What Can We Do About It?
January 10, 2014 From Ruth P. Stevens
The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association, on his Internet radio show. Our conversation got me thinking: Why is the Holy Grail of marketing ROI so tough to achieve in business markets? And what can we do about it?
 
B-to-B Prospecting Data Just Keeps Getting Better
December 11, 2013 From Ruth P. Stevens
The most reliable and scalable approach to finding new B-to-B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. B-to-B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size and job role, or title. But new research indicates that B-to-B prospecting data is much more detailed these days, and includes a plethora of variables to choose from
 

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