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Might. Maybe. Could. Many organizations define a lead as a person who matches the criteria established about need or interest in their products or services. Wait, isn’t that the same thing as a prospect? So, really – what’s the difference? Generally, a prospect is...

The bad news is that it’s still too early to determine how COVID-19 will impact the rest of 2020. What we do know is that a significant portion of the population – your prospects – will continue to work from home and spend more time in front of a computer screen....

Talk about being out of sync. Gartner reports that, because of COVID-19, B2B marketing budgets are being slashed and burned. Of those participating in the survey: 26 percent said media buys were being canceled 45 percent said media campaigns were being delayed 34...

Don’t feel bad if you’re a bit fuzzy on the differences between demand generation and lead generation. Few marketers will argue that you can get away with just one or the other. Most marketers agree that the best result is when both work together in sequence. You’ll...

Close on Walmart’s tail is Amazon, which jumped from fifth to second place on this year’s Fortune magazine Fortune 500 List. Amazon first joined this exclusive business list in 2002, tearing up to its current status with an average 28 percent annual sales growth and...

It’s easy to fall down the “possibilities” rabbit hole when people start talking about Artificial Intelligence – especially when it comes to marketing. Is it some giant cloud-based computer with so much processing capacity it can think for itself? That might be...

“If you don’t know where you’re going, any road will take you there,” the Cheshire Cat tells Alice. Author Lewis Caroll’s advice holds true for marketers, too. If you want to turn a stranger into a customer, you’ve got to lead them on the correct journey – in this...

Someone has to say it: General marketing is a waste of your resources. Lead generation, for example, fails miserably with a one-size-fits-all approach. The type of prospect you want to target determines the overall strategy and specific tactics Most marketers are...

Who’s your perfect customer? The Bridge group reports that an average sales representative makes 46 calls a day. You’d think that would be sufficient to be certain about what makes someone a qualified lead. Even so, Entrepreneur magazine reports that only around half...

We’re all reeling from the news. The pandemic has created havoc with the world, in terms of both physical and economic health. There’s one thing on which all experts agree: all businesses – big and small – must continue to have an operational mindset. Yes. Absolutely....

Artificial Intelligence (AI) is getting thrown into a lot of marketing conversations. It’s one of those catch-all terms that can mean a lot of things, ranging from natural language processing (NLP), to machine learning. Even if you don’t know much about it, AI-powered...

The expectation has been set, and now the bar is being raised. All of us – whether it’s B2B or B2C – expect marketers to already know if we’re interested in their product or service. Pitches for things people don’t want are doubly dangerous for you as a marketer....

The pandemic will end, and things will go back to a state that will be a different kind of normal. Many of us have experienced working remotely for the first time. How we engage with our coworkers has changed, and it’s just one indicator that any kind of connection...

Something unseen and not very well known currently threatens the health and prosperity of everyone on this planet. The COVID-19 coronavirus is for all intents and purposes, anonymous. It passes by unseen. We only know where it’s been because of the chaos left behind....

Weren’t we supposed to have flying cars by now? Technology is still working on that, but one thing it’s managed to help marketers do very well recently is talk to the right people and give them the right message at the right time. That’s a good thing because consumers...

You probably aren’t too concerned if you’re lucky enough to have a website that gets millions of monthly visits. Most small businesses don’t have that luxury and every visitor is an extremely valuable prospect. Especially when you realize that only about 2 percent of...

You’re not going anywhere with that data! It’s the general message you receive as a marketer when you employ lead generation tactics on some of the most popular social media platforms. It’s because they’re known as walled gardens. Most of us are familiar with the...

Times have changed. Back towards the end of 2013, pundits decreed that we just weren’t into voice searches. At that time, Apple’s Siri was the queen of virtual assistants – but 85 percent of those who could access Siri said they didn’t. Alexa changed that when she was...