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by Christa Tuttle
Lead gen is responsible for one of your company's most valuable assets—customers. But establishing an effective lead generation process is no small feat. To create a process that yields high ROI demands contribution and investment from the leadership team. Here's how, exactly.
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by Brooklin Nash
Sales Navigator offers up a big opportunity for marketers to up their content and outbound games. Marketers, just as much as sales reps, can use the powerful functions of Sales Nav to identify, reach, and engage with audiences. Here's how, in three steps.
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by Vahe Habeshian
Sales enablement—providing sales teams with the knowledge, skills, content, and tools they need to meet the needs of buyers—is fast becoming a core function of marketing departments. And no wonder: the benefits extend even beyond greater win rates. See how to maximize sales enablement ROI.
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by Michael McLaren
The B2B customer journey is undergoing rapid transformation—accelerated by the ongoing pandemic. To reach today's—and tomorrow's—self-directed buyers, marketers must personalize. But, soon, even that won't be enough. You need to prepare for that already-near future.
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by Helen Yu
With loads of information readily available to buyers about potential vendors, sales reps are now expected to deliver insights and articulate value if they are to generate real opportunities. But that can't happen unless you close the gap between Marketing and Sales.
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by Ayaz Nanji
Marketers and salespeople say the biggest challenge to aligning their teams is a lack of good data, according to recent research from InsideView.
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by Ayaz Nanji
B2B buyers say the trait they value most in salespeople is active listening, and B2B sales managers say the trait they most value in salespeople is problem-solving, according to recent research from LinkedIn.
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by Louis Jonckheere
The pandemic has forced sales professionals to adopt digital approaches in lieu of face-to-face meetings. And without in-office support, marketing and sales leaders are struggling to support their sales teams. Here's how to set up your salespeople for success.
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by Bhaskar Roy
Let's face our tough new reality: It's not easy to drive demand during this work-from-home era. Now, it's all about building operational agility into your marketing and customer experience. Here are three effective, data-reliant ways you can address your soft pipeline.
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by Brady Behrman
B2B sales and marketing have evolved rapidly. Digitization has transformed the way buyers research and procure products and services. Sellers no longer have control over the flow of information, and buyers' expectations have changed. Here's what B2B suppliers need to do to attract today's buyers.
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by Ayaz Nanji
Most salespeople say they're facing fewer deals and more missed quotas because of COVID-19, and a majority also say the pandemic has driven them to shift to virtual selling, according to recent research from LinkedIn.
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by Jamie Davidson
If your salespeople aren't effective presenters, they'll never achieve their full potential—even if they're good at selling. Which is why it's critical to understand and monitor this vital skill. Here's how to measure and evaluate sales presentation skills.
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by Ayaz Nanji
Most B2B companies around the world have already reduced their marketing spend because of the COVID-19 pandemic, according to recent research from McKinsey.
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by Brandon Redlinger
These are some of the most common and costly mistakes that marketers make when adopting, implementing, and executing ABM. But you can avoid making these 7 mistakes. Here's how.
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by Vahe Habeshian
There are two ways to run ABM ads: by matching contacts, and by matching accounts. Both ways are valid, but each has its pitfalls—as well as its own match-rate metrics. This infographic explains it all.
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by Vahe Habeshian
How are marketers supposed to cut through the clutter when email response rates hover around 1%? All it might take is an offline nudge with the help of direct mail. Direct still works. It works better when combined with digital.
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by Stefan Debois
How do you generate more leads in what is the digital marketing jungle of today? It helps to understand current trends that on-the-ground practitioners are seeing in digital marketing. Here are some do's and dont's based on their advice.
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by Eileen Smith
To turn your first encounter with potential clients into an effective account-based marketing (ABM) relationship, you must engage your audience, establish credibility, and ask them for an easy "yes." Here's what you need to know.
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by Vahe Habeshian
Virtual meetings are now commonplace, and working from home is looking like it's here to stay for a long while, but will large scale events like conferences ever come back? This infographic outlines how virtual events, too, may be here to stay—a major change for businesses.
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by Vahe Habeshian
Particularly in ABM, offline engagement tactics—such as B2B direct mail—can make an impression and differentiate you from your competition. When, post-pandemic, businesses reopen their offices, B2B organizations should give direct mail a serious look.
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by Sangram Vajre
The idea of account-based marketing (ABM) isn't new. But recently we've moved beyond basics, shifting into full-on strategies and mindsets around how B2B marketing needs to get done. And when you think about that, it's a lot like dating.
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by Rita Patel Jackson
Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell. In many organizations, however, they plan and execute in silos, with misaligned efforts and priorities. And that simply undermines Sales. Here are ways to instead build collaboration and drive revenue.
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by Brian Shilling
Upselling makes sense when business is booming, but how about in times of economic uncertainty—like now? Companies that can strategically and compassionately navigate business development conversations in these times will be the ones that emerge intact and in good standing.
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by Ayaz Nanji
What do top-performing sales negotiators do differently? Do they tend to rely more on certain approaches and tactics than other sellers do? RAIN Group surveyed 262 salespeople who work in 26 industries. Here's what it found.
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by Vahe Habeshian
Done well, content marketing can be a powerful weapon in the B2B marketer's arsenal, helping to generate leads, nurture them, and convert them into customers. Done badly, it's ineffective and a waste of time and other precious resources. Here are some ways to do it well.
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![How to Identify and Maximize Sales Enablement ROI [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200709-infographic-lg.jpg)
Sales enablement—providing sales teams with the knowledge, skills, content, and tools they need to meet the needs of buyers—is fast becoming a core function of marketing departments. And no wonder: the benefits extend even beyond greater win rates. See how to maximize sales enablement ROI. more
B2B sales and marketing have evolved rapidly. Digitization has transformed the way buyers research and procure products and services. Sellers no longer have control over the flow of information, and buyers' expectations have changed. Here's what B2B suppliers need to do to attract today's buyers. more
![Account-Based Marketing Ad Match Rates Explained [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200514-infographic-lg.jpg)
![A Direct Effect: Direct Mail + Digital = Better Marketing Results [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200512-infographic-lg.jpg)
![The Future of Business Gatherings: Virtual Summits and Conferences? [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200505-infographic-lg.jpg)
![B2B Direct Mail for Marketing and Sales [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200430-infographic-lg.jpg)
Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell. In many organizations, however, they plan and execute in silos, with misaligned efforts and priorities. And that simply undermines Sales. Here are ways to instead build collaboration and drive revenue. more
![How to Create and Optimize Content Marketing for the B2B Funnel [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200416-infographic-lg.jpg)
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