Certainly, lead generation has value and should be an element of every sales and marketing organization. However, “leads” come in all shapes and sizes. They come from traffic generated at a trade show, from a web visitor downloading content from your website, from a direct marketing campaign or from a web seminar, among other efforts. Yet, some of those “leads” are simply your competitors trying to find out what you are up to. Other “leads” are companies that you cannot afford to sell to due to their limited budgets. And still others are just interested in the topic with no project in mind, or authority to act.
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From the buzz at a typical industry trade show, you could get the impression that everyone has reached the pinnacle of achievement – optimized marketing analytics. Once you scratch a little deeper, the reality is a much less mature marketplace than appears at first glance. We really need to break through the buzz word clutter, define best practices in analytics, and talk about a new way to do business in the B2B market – adapted from our B2C colleagues who are often using very sophisticated marketing analytics.
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