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Content Marketing
(A number of people have asked us to re-print this article by Espresso B2B Marketing. It was originally published by PSVillage. Here it is!) Hey! What happened to my market? A VP of Sales at an IT services organization recently told me, “Sometime in 2008 cold calling just stopped working for us. At first, we...
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A friend of mine recently wrote, directed and produced a movie. He’s a very talented guy. He didn’t have a lot of funding, so he had to get the filming done with a minimum number of ‘takes’ – ideally, each scene complete in one shot. With this goal in mind, he created an extremely detailed...
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In inbound marketing circles, you often hear people use the terms “lead progression” and “lead nurturing“somewhat interchangeably. Are they different phrases for the same thing or are they related, but different concepts? Ardath Albee, author of the book, “eMarketing Strategies for the Complex Sale“, is a true thought leader in the field of eMarketing and...
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b2b lead nurturing
We meet with many of sales and marketing leaders across the country. While there are some holdouts, most of them understand and buy into the concepts of inbound marketing and lead nurturing. The most common objection that we hear is, “We don’t know where to start. It’s all a bit overwhelming. When are we going...
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Dear Espresso B2B, I get the whole inbound marketing thing and we’re pretty good at generating interest in our products. Problem is, it’s hard to get face-to-face meetings once we’ve generated initial interest. My boss “Greg” is really on my case to get meetings with these guys, but they keep pushing back. Is it okay to...
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In her book, ‘eMarketing Strategies for the Complex Sale’, Ardath Albee describes a persona as: “a composite sketch representative of the customer you serve”. It’s a method of focusing on a prospect or client – bringing them into the mind’s eye – when creating content or building up an e-dialogue for lead generation and inbound...
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