B2B Marketing Plan

Lead Qualification; Does PANDA Outstrip BANT in the Long Run? – B2B Marketing Article

52% of marketers say they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last. (HubSpot, 2017) Now’s the time to scrutinize your lead qualification methodology and understand what a ‘quality lead’ really looks like from both a marketing and sales perspective. Read on to discover how to transform your conversion rates and get your sales team back onboard. Reading time: 3 minutes Commonly, BANT qualification methodology has been used by sales to define what constitutes a…

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The B2B Decision Making Unit (DMU); The Real Faces of Persuasion – B2B Marketing Article

Reading time: 4 minutes We kicked off our new B2B Marketing Mini Series on Segmentation with an article exploring 5 common pitfalls many Account based marketing (ABM) strategies fall down (read full article here). One main obstacle identified was the neglect to factor all the different members of the decision making unit (DMU) into your B2B marketing segmentation strategy. The Harvard Business Review estimates that “the number of people involved in B2B solutions purchases has climbed from an average of…

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