Jon Miller

by: Jon Miller

Too many CEOs and CFOs think of marketing as a cost center. Left unchanged, this attitude makes it almost impossible for a CMO to succeed. Take the following example, courtesy of Anne Holland at MarketingSherpa:

by: Jon Miller

As part of the lead management process, make sure to measure the "depth" of your relationship with a target company. By depth, I mean both the number of contact names you have at the company as well as the quality of the interactions you've had.

by: Jon Miller

So you’ve managed to get a potential customer to register on your landing page. Congratulations! What do you do now?

by: Jon Miller

Forrester recently published research titled "How Mature Is B2B Lead Management?" in which they claim that B2B marketers who shift their focus from “demand generation” to “lead management” are twice as productive.

by: Jon Miller

Before the Internet, buyers got most of their information by talking directly with sales reps. As a result, it made sense for sales to engage with the customer early in the buying cycle.

by: Jon Miller

Customers today have become adept at tuning out unwanted marketing. Personally, I am in the business of marketing, and yet still I tune out as much marketing as I can.

by: Jon Miller

The best B2B marketers test everything, and almost everything can be tested: offers, copy, headlines, forms, bids, colors, designs, lists, and more. Testing removes any debate about what works and what doesn’t; testing lets your customers vote with their actions.

by: Jon Miller

The main reason B2B companies use online advertising is to drive traffic to their website. But that only means they got a prospect to click. Once there, the marketer has just a few seconds to convince that prospect to stick around, read more, and perhaps share some contact information so the company can continue the dialog.

by: Jon Miller

The tradeshow must die – at least as a way for B2B companies to drive leads. The same dollars invested in webcasts, online demos, videos, and other online methods are more measurable and more effective. The same is true for other offline marketing methods.

by: Jon Miller

What’s the latest thinking in B2B marketing? What techniques and trends are today’s best practice B2B marketers using to drive more revenue and demonstrate accountability?

Over the next 10 posts, I’ll share the top trends that are changing the practice of B2B marketing. I’ll discuss key best practices you should have on your radar, as well as practical tips for how to take advantage of the trend to improve your performance.