Just returned from a industry summit, and it was a blast. Yet, it highlighted a persistent challenge: the critical need for teamwork in sales and marketing teamwork. The familiar narrative of misaligned marketing and sales teams swapping complaints is all too common, and frankly, it’s a narrative we need to change. Addressing the Problem The […]

When you think of word optimization, you might think of writing keyword-optimized posts for search engine optimization or running AB split tests to increase conversion rate. But, in reality, any marketing process can be optimized from demand generation, account-based marketing, and lead generation. I’ll review the basics of reviewing your demand generation...

Salespeople often lack the support of a dedicated marketing team that does lead generation programs for them. So they do their own sales prospecting. This is especially true for salespeople working in small businesses. Here’s what I mean: Sales work to succeed despite it all. In fact, they must generate their own sales leads and meet their revenue...

Proactively building relationships with influencers and industry experts is a powerful way to generate demand and leads, and positive word of mouth (WOM). Most of us know this as influencer marketing or influencer development. Influencer development is the practice of building relationships with key individuals who influence your buyers’ decisions....

Marketing can take you on a long hike. The one thing I can guarantee you about the journey is that getting more leads is not better if you don’t know how to nurture them. The goal of lead nurturing is to help potential customers on their buying journey. It’s not just about converting leads to becoming “marketing qualified.”  It’s about helping them...

Are you using empathy in your marketing? Why? Because marketing isn’t something you do to people; it’s something you do with people. You might be wondering: why am I saying this? The problem with modern sales and marketing I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who...