Journal Chpt 7

Journal Chpt 7 - It is a strategy required to be...

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Eric Hammer Professor Reaves Thursday, October 14, 2010 B2B Marketing is More Than Leads (Forbes) It seems that based on the current marketing revolution in today’s society, in both small and large companies, the changes we’re facing should ultimately help B2B marketers make their marketing function a more strategic business as opposed to being product-based. Currently, business-to-business marketing is pretty much exclusively associated with the lead generation. Demand generation may be important, but successful B2B marketing requires a different, multi-dimensional approach. Instead of just demand and lead generations, a solid business strategy is key, one that will use customer retention and new prospects to drive value and growth.
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Unformatted text preview: It is a strategy required to be market-focused and product-focused, and it has to be involved with other important business functions. B2B marketers have to incorporate the short-term and long-term goals in growing the business. It is crucial to align sales and marketing; sales can establish meaningful plans to help drive the business and grasp opportunities. Once you being showing sales how leads move about in the business, you can then move forward to generate more revenue and reduce the overall cost per lead. Ultimately, by creating a synergy between sales and marketing, this will help smooth the journey through today’s rocky marketing landscape and will also drive value and growth for your company....
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