Brian Carroll's prospecting rules say it can take 8 to 12 calls to reach a B2B prospect, and most callers give up after three. That's a great rule of thumb, and a terrible operational policy if your data integrity, right-party-connect rate or list quality are working against you. Here's what to weigh alongside Carroll's rule before you commit a telemarketing team to twelve attempts each.
Trigger-based marketing can lift conversions to 45% and cut DM costs by 35%, and most teams freeze before they start because of six predictable objections. Data isn't good enough. Whole-of-customer view is too hard. Customers will feel watched. Here are the six road-blocks, all six demolished, so you can stop using them as reasons not to start.
Twenty years ago lead nurture meant a sales rep with a rack of index cards and a Friday afternoon. Today it's mostly automation, and your sales staff get to focus on the leads that are actually ready to buy. Here's a working definition of lead nurture, the four business reasons to do it, and the campaign types worth setting up first.
The average online business converts about 2.58% of visitors, the lowest in years. Conversion rate optimisation can push that well into double digits, but not every CRO tactic earns its place, and the wrong ones quietly waste months. Here's what actually works to secure conversions, then what to do post-conversion (transactional messages, referrals, reviews) to keep the customers you've earned.
Interactive (trigger-based) marketing produces conversion rates of 45% and direct-marketing cost reductions of 35%, numbers traditional campaigns can't get near. The catch is it's much harder to set up properly. Here are the seven critical success factors that decide whether interactive marketing delivers those numbers or quietly fails, starting with the technology that makes it possible at all.
Most B2B marketing blogs are SEO bait dressed as advice. A small handful are genuinely useful, they ship tactics that work and back them with data. Here are the best of the B2B marketing blogs we actually read in 2023 (MarketingProfs, Ahrefs, Albacross, HubSpot, Backlinko and a few others), with what each one is good for and where the catches are.