B-to-B Insight: More Summer Reading
The Best B-to-B Marketing Book of 2006
• “Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI” by Brian Carroll. This new release is a must-read for any direct marketer who wants to acquire a solid foundation of multichannel integrated marketing methods for high-end, complex products. Carroll does an outstanding job of presenting a proven approach to generating qualified leads. Not only has he synthesized how to blend consultative, competitive and team-selling approaches to target potential buyers, while culminating a complex sales transaction, but he presents specific examples on how to define and evaluate your sales leads. He offers clear and highly informative cases on targeting your sales approaches; aligning sales and marketing to optimize the number of leads without wasting marketing resources; filling lead pipelines; and using multiple lead generation vehicles, including e-mail, PR, referrals and speaking events, to start and close a complex sale.
What makes Carroll’s book so valuable to marketers is that it goes beyond the concepts of lead generation. The book presents proven methodologies to nurture leads and convert them into revenue by working with the field sales organization in a coordinated, multichannel approach.
Web Marketing Must-reads
Living in an online world means you have to be an online expert. The following books by Jakob Neilson are required reading for young upstarts in the field of digital and interactive marketing:
• “Designing Web Usability: The Practice of Simplicity”
• “Homepage Usability: 50 Websites Deconstructed”
• “Prioritizing Web Usability”
In fact, I strongly recommend reading all of Neilson’s works. This man is the most highly recognized expert in Web site usability. Usability is the concept of helping visitors navigate your site and find what they want, without becoming frustrated and abandoning their session prematurely.
Must-reads for Fine-tuning Leadership Skills
Marketing requires you to continuously hone your skills as a business leader. Here are two blockbuster books I’ve found invaluable to growing my business: