Harvard Business Review

APRIL 19, 2018

Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling. Our data also indicate that much of marketing and sales collateral is read by prospects outside of the normal work week.

Marketing 16

Marketing Sales Sales Sales Funnel 16

Andrew Chen

JUNE 25, 2019

Tactic #4: Run direct sales. Stage : Early-stage for B2C, an evergreen lever for B2B. Stage : Early-stage for B2C, an evergreen lever for B2B. Long-term, measure the ROI to make sure it’s worth the time. Once you reach scale, fraud becomes a real issue. Watch for it as you grow, and invest in addressing it. Cost : Medium.

Retention 48

Retention User Experience Travel Marketing 48

Harvard Business Review

FEBRUARY 22, 2016

At one global B2B sales organization, for example, sales people perennially complained about the burden of filing detailed reports on sales calls to accounts and prospects alike. We could sell more if you made us report less, said the sales force. Free us up to sell. Make reporting less burdensome. Empower us.

Compliance 14

Compliance Sales Sales B2B 14

Harvard Business Review

MARCH 31, 2015

Three of five marketers use no tools to measure event ROI, and most companies plan and execute events without specific business objectives. Yet, after sales force costs, events are the biggest line item in many marketing budgets, especially for B2B firms. So consider what more productive event spending means for the bottom line.

ROI 14

ROI Sales Sales Revenue 14

Harvard Business Review

SEPTEMBER 25, 2018

He’s an emerging technology influencer based in Sydney who partners with global technology brands like Ericsson, Telstra, and Dimension Data to educate B2B buyers about their solutions, through conducting interviews with company executives, collaborating on customer webinars, and producing live social media broadcasts of corporate events.

B2B 14

B2B Media B2C Education 14

Harvard Business Review

NOVEMBER 3, 2014

Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified. This is a wasted opportunity. Leading Tools: MailChimp.

Marketing 13

Marketing A/B Testing B2B Advertising 13

Harvard Business Review

MARCH 22, 2017

Brocade, a data and network solutions provider, created a “customer first” program by identifying their top 200 customers, who account for 80% of their sales. Brocade’s Net Promoter Score went from 50 (already a best in class score) to 62 (one of the highest B2B scores on record) within 18 months. The results?

Marketing 16

Marketing Sales Sales Media 16

Harvard Business Review

APRIL 20, 2016

Despite taking the faux-curmudgeonly attitude of an anthropologist exploring the strange world of business dudes — is a sales funnel really that much of a novelty? Dan Lyons’s book Disrupted is an often-delightful tour through startup culture, based on the author’s experience working at online marketing firm HubSpot.

Marketing 14

Marketing Sales Funnel Media Advertising 14

Harvard Business Review

NOVEMBER 3, 2014

Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified. This is a wasted opportunity. Leading Tools: MailChimp.

Marketing 8

Marketing A/B Testing B2B Advertising 8

Help Scout Leadership

JUNE 22, 2021

The ROI of great customer service. “We Customer service, when done well, has just as much impact as a strong sales funnel or excellent marketing efforts. It’s easier to make a sale when your customers feel supported, and word-of-mouth marketing after an extraordinary experience is one of the best pitches on the market.

Media 325

Media Sales Sales Marketing 325

LSA Global

MAY 19, 2025

Effective B2B Sales Discovery Methods That Drive Real Buyer Engagement In a complex B2B sales, prospects (especially executive buyers) are more informed, time-starved, and resistant to generic sales pitches. Done poorly, weak B2B sales discovery stalls a deal, erodes brand credibility, and wastes everyones time.

B2B 58

B2B Sales Sales Compliance 58

Peter Winick

APRIL 17, 2025

It highlights the role of clear communication, credibility, and long-term positioning in standing outespecially in B2B environments. ROI takes time. She shares how she developed assessment tools with a data-driven mindset and translated that data into targeted sales strategies. It means that B2B marketing is not easy, right?

B2B 177

B2B Metrics Sales Sales 177

Peter Winick

APRIL 10, 2025

Strategies every CEO should embrace to maximize thought leadership ROI Today, we explore why investing in your personal brand and strategically targeting micro-media can outperform broad-based PR and vanity metrics. Paige explains how trust and connection are built person-to-person, especially in high-touch B2B environments.

Media 169

Media B2B Metrics Assets 169