In an ideal world, every lead we generate would have the potential for becoming a customer.
Sadly, that’s not the case. In the real world, some of your leads have good potential meaning they are have the ability and interest to buy in the near term. But many more do not meet these criteria. They either have a long term interest or no interest at all. Some may even be competitors. Continue reading →
B2B Lead generation is a different animal from general advertising or marketing communications. The biggest difference is that lead generation relies on direct marketing, also known as direct-response marketing communications. Direct marketing comprises a set of marketing tools, approaches, and activities that are targeted, measurable, and driven by return-on-investment (ROI) considerations. But the key difference is that direct marketing’s goal is to motivate an action. The action can be anything from a click, to a phone call, to a store visit—whatever the goal of the B2B marketer is. Continue reading →
Most organizations struggle to show how their investment in software supports business goals. Countless complex vendor agreements, an inability to manage software through the entire lifecycle, limited skills and resources to deploy and manage software all contribute to the challenge of measuring ROI and demonstrating business value. Continue reading →
Some people are skeptical of the cost effectiveness of certain types of telemarketing especially in introducing Software Leads, and many B2B marketers feel it is most appropriate to dealings with existing prospects. But those who close their minds to wider opportunities risk missing out. Continue reading →
The dramatic changes in the software business over the past few years have important implications for both users and producers of software products and services. Traditional product sales and license fees have declined, and product company revenues have shifted to services such as annual maintenance payments that entitle users to patches, minor upgrades, and often technical support. Continue reading →