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Take 5: Q&A With Jim Higgins, President, By Appointment Only

Few companies have been as close to the pipeline building strategies of leading BtoB organizations over the past decade as By Appointment Only (BAO). The company has provided demand generation services for more hundreds of high tech clients and has secured more than 150,000 executive level meetings since its start in 1997.

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Six Steps to Stop Marketing Waste

By Guy Powell, Author, “Marketing Calculator: Measuring and Managing Return on Marketing Investment”

Is half your marketing wasted and you just don’t know which half? Are you a follower of John Wanamaker and don’t know whether your marketing is working or not? In any organization, marketing is one of the most difficult functions. There’s always too much to do and too little time.  And if you’re like most organizations after the campaign is done, you can’t answer the simple question, “How much revenue did it bring in?”

Here are six steps to help fix this problem: 

Two Essential Steps To Qualify Leads In An Unqualified World

By Lisa Cramer, President, LeadLife Solutions

The statistics are overwhelming. The volume of leads or inquiries that come to your company’s Web site or trade show booth that don’t buy—usually because they’re just not yet ready to— is staggering. However, even if they’re not yet “ready buyers,” it doesn’t mean that your sales team shouldn’t be nurturing them. In fact, 80% of the un-worked leads (those not picked up by your sales force for a variety of reasons) will buy from someone over the next 24 months. So how does marketing make sure it’s your company that they buy from once they’re ready?

Q&A With Eloqua’s Steve Woods, Author of “Digital Body Language”

Fresh off a book tour promoting “Digital Body Language,” Eloqua CTO Steve Woods has been immersed in conversations around the latest trends in BtoB marketing, from social media to sales and marketing alignment, and the role of each in the demand generation space. Woods says many marketers have realized marketing should be seen as facilitating a buying process, not outbound selling, and future conversations will be centered on how to understand the buying process and use that intelligence to optimize marketing messaging. DemandGen Report recently had the chance to catch up with Woods to hear his insight on the future of social media, the best way to stay in front of prospects with an increasing buying cycle, and industry feedback about the book.

Maximizing Lead Generation Marketing ROI Part 2: Insight, Alignment, & Action

By Jim Lenskold, President, Lenskold Group

This is the second article in the four-part series on Maximizing Lead Generation Marketing ROI. The other articles in this series include:

Part 1: Lead Quality Counts
Part 3: Measuring Effectiveness
Part 4: Dashboard Metrics

You run your marketing, generate those high quality leads we discussed in Part 1 of this article series, hand these leads off to the sales team, and wait. Hey guys, anything happening over there with our leads? Dead silence. The execs are asking about the ROI on your marketing efforts but you seem to have lost sight of the financial returns which may or may not be present in the black hole where you pass your leads into. The financial success of lead generation marketing is very much dependent on how those leads are managed after the marketing handoff to sales.

Social Content Networks Emerging As Next Gen Document Management

By Eric Hoffert, CEO, ShareMethods

As any salesperson knows, having the most up to date and accurate marketing materials is a must.  Surprisingly, email, while ineffective, is still one of the most common methods for document sharing, yet even when companies want to move away from it, the options are IT intensive and lack flexibility. But, times have changed and as business ecosystems have become more and more distributed, and salespeople are traveling less, having a way to securely work together and collaborate around important documents has gone from being a nice-to-have to a necessity.

Marketing Blueprints in Action: How to Build an Awareness/Thought Leadership Blueprint

By Mike Gospe, Principal & Co-Founder, KickStart Alliance

One of the most common types of marketing programs is the "awareness & thought leadership" program.  This specific program has the objective of focusing the company on the business and solutions topics target audiences cares about.  Instead of immediately diving down to the feature-rich technical jargon, this program positions the vendor as a business partner, and thus allows for a consultative approach in dialoguing with customers and prospects.

Out-Of-The-Box Demand Gen: Turning Blog Commenters Into Your Next Customers

By Neil Sequeira, Director Client Operations, ReadyContacts

Social media marketing has made its presence felt over the last year or two and has caught the attention of several large companies. Whether it’s publishing a company blog, creating pages on Facebook and LinkedIn or having key executives stay active on Twitter, several well established companies have joined the social media marketing bandwagon to interact with the online world.

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