When planning a B-to-B lead generation program, you need to deliver leads to your sales team at an affordable price. A neat way to determine in advance how much you can spend on a lead is to calculate the Allowable Cost per Lead.
Ruthless B-to-B Marketing
Producing an event is expensive and risky. What’s the benefit? Should you launch a client conference of your own? In conversations with several marketers, I have identified six reasons to consider it.
Okay, we’re in the maelstrom. But what is on the horizon for data-driven marketing? Here are some predictions, culled from interviews with several very bright observers who contributed to my new book, "B2B Data-Driven Marketing: Sources, Uses, Results."
Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B-to-B marketers still struggle to get their full share of value from data.
While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B marketers to learn how they were applying data and analytics to their marketing objectives. One of the most compelling stories came from Doug Sechrist, vice president of demand marketing at Five9