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Tag Archives for " B2B "

Lead Nurturing: What it is, and what it is not

Lead nurturing is a term every marketer involved in a complex sale is most likely familiar with. At the same time, not everyone defines lead nurturing the same way. What some marketers might call lead nurturing, others would just consider ordinary marketing communications. This B2B Lead Roundtable Blog post features a breakdown of what is and what is not lead nurturing, including a list of activities that illustrate both concepts.

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Introduction to Lead Management

Generating leads is an important B2B marketing goal, but what happens once those leads are in the pipeline? This blog post addresses the challenge of lead management. Brian Carroll defines lead management, explains why it is so important in the complex sale and outlines the various elements in lead management, including people, process and technology.

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Why Servant Marketing Matters

The days of pitches, corporate speak, buzzwords and hype are over. Today’s customer is sophisticated and has access to more information than ever. This means marketers must take the time to truly understand their customer and then help them identify and solve their problems. Brian Carroll lays out the concept he calls servant marketing in this B2B Lead Roundtable Blog post.

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