I’ve always had the idea that the “Lord of the Leads” concept was about mastery of a process; specifically the process of generating and managing “the leads.” But successful practictioners of marketing and sales arts understand that real mastery depends on integrating an incredibly diverse range of expertise — strategy, financial, product, creative, technical, analytical, operational — into a compelling buying experience for customers. A marketing leader, in particular, must be highly skilled at eliciting and synthesizing high-value contributions from experts in all of these areas.
There’s a good conversation going on over at Focus.com about whether the sales concept of BANT — Budget Authority Need Timeframe — is no longer valid in light of how the modern B2B buying process works. The question has been asked: “Is BANT dead?”
I commented on the post, and as part of my continuous effort to drive my own personal “return on contribution” I’ve re-published my answer to the question in this space. But there are lots of great expert opinions from B2B marketing thought leaders in the original post, so hop on over and have a look!
Craig Rosenberg, aka the Funnelholic, has compiled — with a few additional contributions from myself, Michael Schmeir, and Chris Jablonski – a great list of 210 B2B marketing tips. The Funnelholic routinely publishes blunt, sometimes irreverent stories from the “trenches” of B2B demand generation. His posts always offer a healthy balance of cheeky/punchy copy and practical insights/wisdom. Take a look at the tip list here. BTW, we’re working [read more...]
Ambal Balakrishnan has put together this crowd-sourced eBook with contributions from thought leaders such as Doug Kessler, Jon Miller, Craig Rosenberg, Steven Woods, Ardath Albee, and 34 others. Aside from being a valuable collection of marketing prognostications, tips, and resources, the eBook is itself an innovative content delivery vehicle. Take note of the retweet feature on each page which helps contributors maximize their “return on contribution.”
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