Double Shot: A B2B Marketing Blog

Seven Steps to Marketing Success – A Program for Content Marketing

A few years ago people noticed a fundamental shift in the way companies bought products and services. Gone are the days when cold calling to generate leads was effective. Gone too are traditional selling cycles where sales executives could orchestrate the whole process from first meeting to contract signing. The internet changed all that. Today...
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Using inbound marketing to lower lead generation costs

When I started my career in sales, the most common sales model was the lone direct sales person and their territory. Many long days were spent cold calling into the territory, trying to penetrate accounts. Later, it became more common to use inside sales teams (or outsourced telesales) to do the bulk of cold calling....
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Is cold calling dead? The birth of 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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Go-to-market messaging – just like in the movies!

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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Lead Generation. It’s not just a run around the block.

People often tell me they’re disappointed with a marketing program they’ve run – a telemarketing campaign, an email blast, or a booth at a trade show, for example. They’ve launched a single activity and hoped for an inflow of fresh, new leads. Unfortunately, it doesn’t work that way. To run a telemarketing program this month,...
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Why do I blog? It’s all about lead generation.

Why do I blog? That’s an easy one. I don’t blog because it’s a trendy thing to do. I don’t blog because I always dreamed of being a writer. I blog because it’s good for my business. It’s all about lead generation. Every time we publish a new blog article, the number of visitors to...
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Social media marketing: Facebook and Twitter not just for teenagers.

I spend a lot of time talking with B2B business owners and CEOs about lead generation. There is a lot of interest among CEOs in generating leads in new ways, such as internet marketing. It’s more difficult than ever to reach corporate decision makers through cold calling. They are hearing this from their sales teams....
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Go-to-Market Messaging: Perfecting Your Elevator Pitch

What is an elevator pitch? It’s that short, concise sound bite that explains what you do. It’s a verbal presentation about the products and services you take to market. It’s the time it takes to ride an elevator from the first floor to the boardroom at the top of the building. Not so long ago,...
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A killer marketing message – selling tips from a pub in Ireland!

A sign outside a pub in Ireland reads: “Husband Crèche. Is he getting under your feet?? Why not leave him here while you shop? Free crèche, just pay for his drinks!“ The word “crèche” roughly translates to a child’s day care center. I love this sign, and not just because it sits outside a pub...
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Potato-Potahto – Is there a difference between lead progression and lead nurturing?

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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